It’s back to the future for OOH: why experiential is a marketing force

For markets like Singapore experiential marketing is on the cusp of a renaissance, as a move to normality is driving consumer demand for more sensory ad experiences. The Drum and Stellar Ace have brought together leaders from the Singapore marketing industry to find out what’s driving this trend.

A uniting theme was the fact that consumers are now starting to spend more time out of the house, which means brands need to think about reaching people across all their daily touchpoints.

The Drum asked Terence Chen, Marketing Manager, Premium Brands at Asia Pacific Breweries Singapore, Guan Hin Tay, chief creative officer, BBDO Singapore and Franck Vidal, APAC director, Adcity at Havas Media, why brands are investing in experiential now and why it’s important to be able to reach all touchpoints through media partners.

Stellar Ace, Singapore largest OOH media & digital company, has spent the past year developing its products to reflect this, allowing brands to reach audiences across all daily touchpoints, under its ‘Home, Travel, Eat, Shop and Play’ proposition.

Jeslyn Tan, Managing Director, Stellar Ace, explains, “​​It is said that consumers must see an ad at least seven times before they really remember it and engage in the product. We have introduced a seamless daily touchpoint ecosystem of ‘Home, Travel, Eat, Shop, Play’ to reach out to the Singapore population holistically.”

“We will not miss the consumer, and this will allow us to amplify the Online-to-Offline ecosystem,” she adds.

The Drum also asked each marketing leader what they believed brands need to do to be creative and innovative with experiential:

Jeslyn Tan, Managing Director, Stellar Ace

Terence Chen, Marketing Manager, Premium Brands at Asia Pacific Breweries Singapore

Guan Hin Tay, Chief Creative Officer, BBDO Singapore

Franck Vidal, APAC Director, Adcity at Havas Media

To find out more about how you can connect with consumers across the ‘home, travel, eat, shop and play’ touchpoints in Singapore, drop us an email here.

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