16/01/2012
In a collaborative effort between Starcom, ADK Singapore, Pen to Pixel, D.ink and Clear Channel Singapore, an interactive engaging digital campaign on Clear Channel Singapore’s Out-Of-Home media was created for the National Environmental Agency of Singapore, NEA.
Using Clear Channel Singapore’s Play portfolio, a unique media strategy was created by Starcom. Interactive bus shelter panels at locations of high traffic including Victoria Street, Bishan Street 21 and Clementi (outside SIM) were launched on the 15th November 2011. The Out-Of-Home interactive panels feature the winning music video from the annual Eco Music Challenge and an arcade game called Eco Sprint. Leveraging on commuter’s travelling intervals, users are encouraged to play the game which features an adorable bunny running though landscapes peppered with obstacles and collectibles (trash). There are two types of collectibles (trash) to pick, with more points given to users who pick recyclable trash. At the end of the game, depending on whether the user meets a minimum number of recyclable items, they will be brought to a mini-game which will help multiply their total number of points.
The interactive 6-sheet Clear Channel panels presents an engaging platform, which acts to provide multi-media synergy, encouraging users to check out the NEA Facebook Eco Sprint application where users will be able to answer questions based on the music video, or battle it out on the Eco Sprint game for the highest score to win the top prize – an iPad!
Apart from the interactive Clear Channel shelter panels, the NEA Clean & Green campaign is enhanced by a static poster campaign across a people&places youth network at 200 locations island wide. Targeting adults aged 15 to 24, the Eco Sprint game is a simple but sophisticated game that promotes key pillar messaging including Energy Conservation, Recycling and Anti-Littering.
The campaign is also out on television, digital, print and Out-Of-Home and will be up till January 2012.
Media Agency – Starcom
Creative Agency – ADK
Game Developer – Pen to Pixel
Technical Integrator – D.ink Pte Ltd