BMW Asia is collaborating with the Orchard Road Business Association (ORBA) to take over the digital billboard on the side of the Mandarin Gallery, allowing customers to experience the new BMW 7 Series, as per Marketing-Interactive.
From 7 PM to 10 PM daily, customers as far as 1 km away would experience the 45-second or 90-second journey through the 7 Series and its latest innovations. Using AR technology, customers could also participate in social media contests and experience 7 Series’ exciting aspects.
Singapore’s current highest billboard
BMW says this is currently the highest billboard in Singapore at 100 m in height above street level and 18 m in width. The spokesperson didn’t disclose the monetary value of the DOOH activation but said that the automotive brand wanted a location that provides unrivaled visibility.
In addition, the spokesperson didn’t provide exact figures for its expected ROI but stated that its primary goal is to raise awareness of the all-new BMW 7 Series launched in October 2022.
At the same time, the EV maker also ran a giveaway from November 1-15 by encouraging customers to take a picture or video of one or more elements of THE NEW 7 and post it on Facebook or Instagram.
Aside from that, the company is running an omnichannel campaign that encompasses digital, print, and SEM. The DOOH is just one of some activations to aim for Singapore’s most popular area during the festive season over the coming weeks and months.
No marketing strategies for 2023 were disclosed
While the carmaker declined to share its 2023 marketing strategies, its spokesperson says it will continue promoting the BMW 7 Series through BTL partnerships, 360-degree campaigns, and events like ART SG.
ORBA’s 39th iteration of its event
On the other hand, ORBA unveiled the 39th iteration of its Christmas on A Great Street event in October which runs until January 2. As part of the event, Orchard Road was transformed with light displays, musical entertainment, an array of immersive attractions, and various pop-up activations.
This initiative is backed by the Singapore Tourism Board and sees Hitachi Asia taking its role back as a long-standing sponsor for the 32nd consecutive year. Additionally, Mastercard is once again the official card partner.
The celebrations start at Tanglin Road with a spectacular teal and white arch. A Ferris wheel and starry design provide the first glimpse of a carnival spirit along the 3.1 km of lights.
This year’s new feature is 104 trees lit with energy-saving LED white lights to boost the festive experience on Orchard Road. Later, these same lights will take on pink hues after the Christmas season as ORBA assists in Chinese New Year and Valentine’s Day early next year.
Interactive set pieces are also coming back this year so guests can take perfect photos with friends and family.