The campaign, which was developed by JWT Singapore and ZenithOptimedia, will run across Clear Channel’s recently launched digital street furniture network in Singapore, Vivacity.
The digital out-of-home campaign will coincide with the launch of a mobile app that allows users to earn “Friso points” to redeem gifts and vouchers, and hosts a built-in camera function.
Users will be encouraged to upload photos of their children onto Friso’s Facebook page where the photos are stored and selected for upload on the digital panels around Singapore.
Cheang Poh Ling, marketing manager for FrieslandCampina (S), said, digital out-of-home is an “exciting new platform” for the brand to connect with its target audience.
Adam Butterworth, CEO, Clear Channel Singapore, added that convergence in the digital space is an increasingly important part of the media landscape.
“Our belief is that when out-of-home media owners can align the right digital products with the right locations using the right formats then that digital out-of-home can be a very powerful communication vehicle,” he said.
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