Orchard Road Singapore Christmas Spirit
“Deck the halls with boughs of holly….” – Christmas is less than a half a year away! Recall the magic of the annual Orchard Road Christmas Lights, illuminating Singapore’s iconic shopping district, filling every corner with mountains of people, lively chatter and joyous laughter. Showcase your brand along the dazzling streets of Orchard Road with Out of Home advertising! Like many of you, The Perfect Media can’t wait to be embraced by the festive holiday spirit along Orchard Road, enjoying the hustle and bustle as we do our Christmas Shopping. From Ion Orchard to Paragon Shopping Centre, shoppers are spoilt for choices. Orchard Road is indeed a favorite location for Christmas shopping!
As the breath-taking Orchard Road Christmas Lighting draws in high traffic and creates an excellent festive backdrop for Christmas Shopping and having fun, it sets the perfect mood for advertisers to roll out their Christmas and Holiday campaigns. Every year, many people visit Orchard Road just to see the highly-anticipated holiday light display. Indeed, Orchard Road’s signature Christmas Light Up enchants both locals and tourists alike, filling the streets with international shoppers. As shoppers soak in the holiday spirit, the festive atmosphere entices them to make a purchase.
The Heeren Screen located diagonally opposite the H&M Orchard Road store, between Somerset MRT and Orchard MRT Singapore, is definitely one of the best spots along Orchard Road for maximum visibility. Advertising on the large format DOOH billboard at The Heeren is the perfect time to catch hold of shoppers’ attention, inspiring them to make a purchase as they move from one shopping location to the other.
Christmas Out-of-Home Advertising
Did you know that 9% of consumers in Singapore get their holiday shopping inspiration from Out of Home Advertising? (Source: YouGov Surveys) With the rise of e-commerce platforms, it may seem as though many people turn to online shopping these days. However, many consumers still yearn for interactive and personal experiences. Experiential marketing is definitely the current trend! Look at how the Orchard Road Light Up managed to attract more than four million shoppers last year (2023). (Source: The Straits Times) As consumers pack the streets of Orchard Road, it is the optimal opportunity for brands to leverage on OOH advertising to shout out to consumers who have yet to make up their minds for their Christmas Shopping list. Boost your brand or product awareness with billboard ads or captivating digital ads on The Heeren’s 3D anamorphic LED Screen to fascinate shoppers with an eye-catching and exciting advertisement! Out of Home Advertising along Orchard Road is definitely a superb way to leave a lasting impression on both locals and tourists, inspiring them to make an immediate purchase at one of the nearby malls.
Source: YouGov Surveys and Statista
Here are some famous brands that took their advertising campaigns onto the buzzing streets of Orchard Road at Heeren Singapore:
Nike “Win on Air”
Nike launched its newest campaign, “Win on Air”, at The Heeren Singapore as part of a multi-channel effort to highlight its air cushion technology. The campaign’s tagline “Engineered to the exact specification of championship athletes” is accentuated by the sports star studded campaign, starring sports stars such as NBA player Victor Wembanyama, long-distance runner Eliud Kipchoge and Soccer player Kylian Mbappe.
HOKA “We Are All Born to Fly”
HOKA features its newest campaign “We Are All Born to Fly” on The Heeren digital billboard display as part of their multi-channel global campaign that will be released during Fall 2024. The campaign honors and acknowledges all forms of runners, be it trail runners, hikers or casual joggers.
Looking for other Outdoor Branding Locations Along Orchard? Check out this location at Wisma Atria:
New Balance at Wisma Atria
New Balance advertises at Wisma Atria with its “We Got Now” campaign. The campaign highlights New Balance’s newest collection, starring renowned athletes such as hurdler Sydney McLaughlin and basketball player Jamal Murray.
3 Best Practices for Designing Impactful Christmas Out-of-Home Advertising
Captivating and Festive Visuals
Create captivating visuals that instantly arouses the spirit of the festive season. Include elements that bring out the warmth and joy of the holiday season to evoke the emotions of your audience.
Impactful Messaging
Speak to your audience by including festive greetings and grabbing their attention with holiday collections or promotions.
Relevant Location
Lastly, select a location that screams Christmas! Advertising spaces along Orchard Road Singapore at Christmas are prominent locations to speak to your audience who are already in the festive mood of spending and giving. The mesmerizing lights organized by The Orchard Road Business Association and Christmas decorations put up by various malls and brands such as Ion Orchard, Paragon Shopping Centre, Wisma Atria and Courts Orchard Road, set the ideal festive ambience for Out of Home advertising.
Christmas Activation
There’s no better opportunity to connect and interact with your target audience with Activation Events, especially as the large Christmas crowd gathers along the streets of Orchard Road! Raise brand awareness and forge meaningful relationships with shoppers through unforgettable physical experiences. Offer your potential customers an immersive experience that brings them deeper into the Christmas Spirit!
As shopping malls and famous tourist attractions scramble to host their own Christmas-themed events, brands and small businesses must not miss out on this golden opportunity.
Check out these Christmas-Themed Brand Activations in Singapore:
Louis Vuitton’s Christmas Tree at Ion Orchard
In 2023, Louis Vuitton graced the entrance of ION Orchard with a towering 21 meters tall Christmas tree adorned with intricate Louis Vuitton ornaments, and their trademark design.
Beside it stood a seven-meter long toy truck spilling with white present boxes tied up with red ribbons, an image that immerses shoppers right into the Christmas atmosphere, reminding them it’s time to purchase their Christmas gifts! Shoppers could even head inside the Christmas tree to check out their special mascot designed for their holiday collection. (Source: Retail in Asia)
Pandora’s The Joy of Giving Christmas Campaign in front of Ngee Ann City
In 2016, Pandora dropped the jaws of shoppers with a captivating holiday hologram projection along the vibrant streets of Orchard Road, in front of Ngee Ann City. (Source: Parasol Projects)
Prada’s Holiday Gift Factory at Singapore Changi Airport
The Prada Holiday Gift Factory was a collaboration between L’Oréal Travel Retail, The Shilla Duty Free and Changi Airport Group, which centered the brand’s fragrance collection. The Activation Event included a Personalisation Altier that allowed participants to customize their fragrance purchase, offering a special experience for their customers! The gold and mint green display consisted of a Christmas Tree built with travel retail-exclusive Prada Beauty gift set boxes. (Source: Retail in Asia)
Raffles City Singapore x Jo Malone London Christmas Tree
During Christmas 2023, Jo Malone London’s enchanting Christmas Tree and GingerBread Carousel, located outside Raffles City Singapore, sent consumers right into the Christmas Wonderland spirit. The gingerbread-wonderland-themed activation highlighted Jo Malone London’s holiday offerings. (Source: Nylon)
Heineken’s Activation Booth 2024
Leading the team, Heineken’s media and creative teams handled the ideation process and media assets. The Perfect Media and ONESTOP Production Crew came in with the technical expertise for the production process. Together, we activated the experiential branding event along the streets of Orchard Road, successfully carrying out ooh advertising Singapore. Located right outside Mandarin Gallery and opposite The Heeren, Heineken amplified their brand awareness with the large Heineken branding structure and “AHH” installation. Read more about Heineken’s 2024 Activation Campaign here.
Call Us Today to set up your brand’s very own Orchard Road event!
6 Best Practices for Designing Successful Holiday Brand Activation
Highlight Your Brand Elements
Activation campaigns aim to boost brand awareness and increase brand recall. By incorporating your brand elements and colors into your campaign’s key visuals and design, consumers will be able to easily associate the wonderful experience they have with your brand and remember your brand fondly! With this beautiful connection formed between you and your consumers, they are highly likely to make repeated purchases and stay loyal.
Focus on Delivering a Memorable Customer Experience
Inspiring immediate action is important, but a fond memory created during this rare interaction opportunity goes a long way. A memorable experience allows consumers to form a positive perception of your brand. This positive perception helps you to stand out amongst your competitors and increase customer support in the most unexpected situations. In your next activation event, be sure to ensure every participant walks away with a personal wonderful experience!
Create Interactive and Immersive Experiences that Engage All 6 Senses
Yes, six not five senses! Go beyond sight, hearing, smell, taste and touch to engage your consumers on a deeper level. The sixth sense refers to one’s intuition to subtle cues and patterns that others might not catch on. Leverage on the “Sixth Sense of Illusion” to create or enhance illusions, crafting unprecedented experiences for your consumers. Incorporate Augmented Reality, Virtual Reality, optical illusions, holograms, and projection mapping to allow consumers to be part of the interactive story you are crafting. This forms unique experiences that ensure consumers remember your brand for a long time.
Ensure Feasibility
Be mindful that your Activation Space may bring in a large crowd at a time. Ensure the logistics of your event and manpower allocated can handle the number of attendees to not leave disappointed consumers.
Choose the Right Location
Different brands target different demographic groups and different types of consumers. Communicate with your Out of Home Consultant to identify the best location to reach the most relevant audience.
You want to engage a large number of participants to maximize the impact of your campaign. Target a location with high traffic and footfall for optimal results.
Couple your Activation Events with Billboard Advertising
For a cohesive and omnipresent brand experience, couple your brand activation plans with billboard advertising along Orchard Road! Allow shoppers to be constantly surrounded by your brand message whenever they go for maximum exposure to amplify brand awareness.
Excited to jump into your brand’s own Christmas OOH Advertising Singapore Plans? Contact The Perfect Media for a professional consultation on how to execute your own Activation Event or book a slot at the Orchard Heeren 3D- Enabled LED screen for Maximum Brand Exposure this holiday season!
