Travelling on the MRT need not be a bore for commuters as they are surrounded by the tranquility of nature – complete with luscious greenery and soothing sounds of nature – accompanying their daily journey.
This experience was designed as GuocoLand’s extensive Out-of-Home (OOH) campaign to support the launch of its latest luxury residential development Midtown Modern, a part of its mega integrated development Guoco Midtown. With the 558-unit luxury condominium located above Bugis MRT Interchange, the OOH campaign at Bugis MRT was strategically placed for commuters to truly appreciate Midtown Modern’s campaign message, “Arrive Home at Midtown Modern”.
Midtown Modern’s OOH campaign at Bugis MRT station beckons commuters to escape to a tranquil home in nature, a few steps from the bustling MRT entrance. Photo: GuocoLand
The ongoing OOH campaign spans multiple touchpoints to bring Midtown Modern’s “Nature in the City” concept to life with a re-creation of the residential city sanctuary experience. In collaboration with Moove Media, the primary campaign at Bugis MRT utilises the linkway between the Downtown Line (DTL) and East-West Line (EWL) to provide commuters with an immersive garden experience with wall mural and floor stickers of the development and extensive greenery. Additionally, the soothing sounds of nature with running water and bird calls bring an oasis of calm to the bustling thoroughfare. The campaign with Moove Media extends to in-carriage window stickers on DTL trains.
Additionally, a large ambient billboard greets commuters with an eye-catching aerial view of Midtown Modern’s twin towers and its grand lawn at the Bugis MRT EWL escalators. The media space at the EWL escalators is managed by SMRT Media.
From 3 June to 14 July, the next phase of the OOH campaign goes digital with a creative video to be displayed on the 6-metre Wonderwall at Dhoby Ghaut MRT interchange, which reaches commuters of three MRT lines – North-East, North-South and Circle Line. Commuters will be brought on a mesmerising journey through Midtown Modern’s lush and spacious landscaping, colourful forests, and thoughtful amenities through the video.
Through OOH media space at GuocoLand’s properties, the developer has also brought Midtown Modern’s message of garden homes in the city to tenants, shoppers, residents and members of the public at its flagship integrated development Guoco Tower in the CBD. Guoco Tower is directly connected to Tanjong Pagar MRT.
Ms Dora Chng, General Manager (Residential) of GuocoLand, said: “With Midtown Modern located directly above the Bugis MRT interchange, the OOH campaign was vital to capture commuter mindshare and introduce a unique nature in the city living concept. OOH was also instrumental in building high visibility with commuters and complemented our omnichannel marketing strategy across print, digital and social media. We are delighted that the response from partners and customers to the OOH and integrated marketing campaign has been overwhelmingly positive.”
Located on Tan Quee Lan Street, Midtown Modern comprises two 30-storey towers with 558 units and a retail podium. The residential units include 1-bedroom to 4-bedroom premium units with two penthouses – a 4-bedroom penthouse of 3,272 sq ft and a 5-bedroom penthouse of 3,520 sq ft. Midtown Modern comes with full condominium facilities, which is a rare quality in developments in the city. The facilities include a deluxe clubhouse, 50m lap pool, gym, hot spring, tea house, a tennis court, and more than 10 thematic gardens and landscape areas spanning over 1 hectare. Over the launch weekend starting 19 March 2021, a total of 340 units or 61 per cent were sold, making the development the top-selling project in March 2021.
Development: Midtown Modern
OOH Creative: Creativaxia
Media owners: Moove Media, SMRT Media