Why did Saint Laurent choose to Advertise at The Heeren?
Leading up to their grand opening at Paragon Orchard, Saint Laurent strategically chose The Heeren 3D LED Screen as their prime advertising medium to showcase their spring/summer 2024 collection and to capture the attention of their target audience for a spectacular debut. With a stunning interior of lush Grigio Alpi marble walls, the new Saint Laurent boutique presents the brand’s latest spring/summer 2024 collection.
Both located along the bustling streets of Orchard Road Singapore, Paragon is simply a street away from The Heeren. The synchronicity with time and location created a cohesive and omnipresent brand experience. Shoppers heading to Paragon were greeted by the same captivating visuals on the LED screen, reinforcing Saint Laurent’s brand presence and generating buzz around the grand opening and spring/summer launch.
The Heeren 3D Digital Out-Of-Home Screen is one of Singapore’s most famous DOOH LED screens. The Heeren Screen is located at a high-traffic location in the middle of Orchard and Somerset MRT Stations and the new TEL Line that connects from Orchard Boulevard. Along a stretch of walkways, many choose to walk, dine, and shop instead of taking the train.
At the busiest intersection of Orchard and Cairnhill Road, the location of The Heeren 3D Screen ensures that the high-end fashion brand’s advertisement, Saint Laurent, will capture the attention of diverse audiences, drawing in fashion enthusiasts, shoppers, and passers-by alike.
With many prestigious malls such as ION Orchard, Wisma Atria, and Orchard Central nearby, Saint Laurent’s marketing advertisement for their new collection can be seen from different angles. But the best spot for viewing The Heeren 3D advertising screen is at the junction of H&M’s Flagship store in Orchard Road. Pedestrians waiting to cross the road from or to Takashimaya / 313@Somerset can easily see the digital billboard, especially when the sun sets after 6 pm and when the 3D LED Screen is brightly lit.
OOH Advertising Trends for Fashion Brands:
Luxury brands have seen a strong increase in spending on OOH advertising. These brands are utilizing premium locations to communicate with their target audience. Many luxury brands are moving from performance marketing to brand marketing, utilizing OOH advertising to enhance brand presence and awareness. An increasing number of luxury brands choose unique locations to reach new customers in various forms of OOH. Source
Interactive OOH campaigns can leverage diverse technologies like augmented reality (AR), QR codes, and touchscreens to foster engagement and turn audience members into active participants. They allow advertisers to create much more immersive ad creatives, turning brand-consumer interactions into rich, memorable experiences that stand out and cultivate deeper, longer-lasting connections. Source
Other Overseas 3D OOH Campaigns TPM worked on
Audemars Piguet
Along Omotesando, the leading fashion information district of Tokyo, Japan, TPM had put up an amazing 3D Digital screen campaign with Audemars Piguet back in 2023. With many people visiting from neighboring stations, the location is known for its high visibility and ability to raise brand awareness. The realistic animation showcased on the high-definition and massively-sized screen, captivated the eyes of the passer-bys and left a lasting impression! The 3D digital screen ensured that the brand’s impactful colors and stylish designs were rendered in stunning clarity.
Youtube link: https://youtu.be/TQqkpePPaDI?feature=shared
Read more about Top 28 Famous 3D Digital Screen That Will Wow You.
Other Creative OOH Brand Campaigns TPM worked with at The Heeren
H&M
Once again, H&M chose to showcase their newest collection on The Heeren’s LED screen after they unveiled their H&M x Muggler collection on the same screen last year.
Bottega Veneta
In 2023, Bottega Venetta also captivated the eyes of many with their OOH launch campaign at this prime location along Orchard Road.
New Balance
Popular fashion sports footwear and apparel brand, New Balance, was another brand that lit up the streets of Singapore’s most popular shopping district by featuring its OOH campaign on The Heeren’s LED screen in 2023.
Puma x Fenty
The Heeren’s LED screen was also the centerpiece of a captivating advertising campaign, showcasing the dynamic collaboration between Puma and Fenty. The collaboration is a fusion of athletic wear and high fashion, blending Puma’s sportswear innovation with Fenty’s bold fashion statement. Reflecting the unique vision of Rihana, fashion icon and creative force behind Fenty, this campaign certainly brought a new level of excitement to Orchard Road!
Other Digital Screens
Popular sports and fashion brand, Adidas, has also collaborated with TPM to launch their OOH campaign on the LED screen at Queensway Shopping Centre.
Queensway Shopping Centre is one of Singapore’s most popular malls for sports apparel targeting youths. It offers a wide range of sports gear, limited sports apparel, and equipment. It is also located in close proximity to Queenstown MRT Station, and many hardware stores. Advertising at such a high traffic area frequented by sports enthusiasts dramatically increased Adidas’s brand visibility as it captured the attention of the shoppers and passer-by, enhancing brand recall and driving foot traffic to their stores.
Other forms of Out-of-Home Advertising
Activation Booth by Heineken and TPM
But if you want more hands-on activity, check out this 2024 Heineken campaign held just outside of Mandarin Gallery along Orchard Road!
With activities ranging from lucky draws to playing games on a digital LED Screen! But that’s not all, if you’re one of the lucky few to win the lucky draw, you will be able to receive attractive prizes such as a speaker, wine glasses, and a whole can of Heineken silver beer.
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