10/10/2011
A task force made up of the 5 polytechnics in Singapore – Nanyang Polytechnic, Ngee Ann Polytechnic, Republic Polytechnic, Singapore Polytechnic and Temasek Polytechnic placed an Out-Of-Home campaign with Clear Channel Singapore through Sparkfury Creative Consultants.
This Out-Of-Home AR campaign was specially crafted by Sparkfury for Clear Channel Singapore to promote interest in engineering courses offered by the various polytechnics among secondary school students. With D.Ink as the technology partner for the AR component of this campaign, a free application was created. The application, named ‘e-Bot’ is affectionately named after the Engineering Robot and can be downloaded for free from the Apple Itunes Store and/or the Android Marketplace. Using the ‘e-Bot’ application, all the user needs to do is to point his/her phone camera at the poster, and the Engineering Robot “jumps” out from the otherwise static poster to interact and engage the audience. The entire AR campaign promotes the idea of “Create New Trends!”, “Build Cool Stuff!” through engineering courses available at the five polytechnics in Singapore.
The prelude to the Augmented Reality (AR) mobile campaign went up in September near youth hangouts including the key locations of Plaza Singapura, Bugis Junction, Grange Road (near Orchard Cineleisure & *SCAPE), and Downtown East. Using Clear Channel’s create&collaborate portfolio; 2D fabrications featuring the cut-out of a robot as the extension above the panel were created. This 6th of October, a static poster campaign carrying the mobile AR component went up across a 6-sheets customised network targeted near schools island-wide. The poster visual uses the image of a Quick Response (QR) code made up of various Engineering elements along with the title “Engineer The Next In Thing” to communicate the message that engineering can be cool and interesting as it promotes innovative creations that can make the improve the world! Apart from the AR experience, the campaign visual also doubles up as a QR code when scanned using a QR reader, driving users to visit the campaign website, located at http://www.engineering.edu.sg.
The Info-communications Development Authority (IDA) Singapore’s 2010 Annual Publication of Mobile Phone Penetration in Singapore registered at 143.6% with a large number of the population owning 2 or more mobile phones. With 99.8% of the masses travelling Out-Of-Home on a daily basis, this tech-savvy Joint Polytechnics Engineering campaign is only out on Out-Of-Home mediums, and combines the best of Out-Of-Home with the use of mobile by reaching out to more than just youths but the key influencers in their future studying decisions; i.e. their parents and relatives.
Creative & Media Agency: Sparkfury Creative Consultants Pte Ltd
Technology Partner: D.Ink