Top Story: Behind the scenes of STB’s global OOH campaign with BBH Singapore, The Shophouse @ Publicis – MARKETECH APAC

As part of Singapore’s continued roll-out of its “Made in Singapore” global tourism campaign, the Singapore Tourism Board (STB) has tapped BBH Singapore and The Shophouse @ Publicis to launch a global outdoor advertising campaign that focused on highlighting some of the country’s unique and multifaceted offerings and provides a whimsical take on three iconic Singapore experiences.

Moreover, this campaign–which was rolled out in the cities of New York, London, Shanghai, Mumbai and Jakarta–is an extension of the current “Made in Singapore” campaign that replaced the “SingapoReimagine” recovery campaign. Much like the outdoor campaigns, this main campaign put into spotlight quintessentially Singapore experiences, from iconic attractions to hidden gems, that turn ordinary moments into extraordinary ones.

For our latest Top Story story of this year, we spoke with Khairul Mondzi, executive creative director at BBH Singapore to learn more about the creative process for this outdoor campaign, and what’s next for their campaign work with STB for its “Made in Singapore” campaign.

On strategically executing the campaign at a global level

One of the first things Mondzi pointed out was that for this campaign, they strategically rolled out the campaign at select global cities in order to drive higher interest for the campaign, which in turn will drive more engagement for STB.

“This strategic selection aims to raise awareness and drive heightened interest for the campaign among our key target audiences, catalysing earned coverage for the ‘Made in Singapore’ campaign in iconic media capitals of USA and UK, while fostering a greater push for recovery in top target markets of China, India and Indonesia for destination Singapore,” he explained.

For Mondzi, the ‘Made in Singapore’ global campaign puts a fresh spin on the Passion Made Possible destination brand, spotlighting how ordinary moments are made extraordinary in Singapore. Moreover, their goal was to bring to life the city’s rich tapestry of experiences and craft a compelling narrative that captivates audiences with both imagination and allure, utilising large, high-impact immersive formats such as anamorphic 3D billboards.

“Through this medium, we expanded upon our initial launch film and key visuals, extending our message into a new dimension. While digital and social media remain integral components of our strategy, the inclusion of a 3D billboard in OOH advertising provides prominent visibility and drives conversations. This approach not only effectively communicated our campaign’s essence but also offered consumers a fresh perspective, drawing them closer to the heart of our message with a deeper brand connection,” he explained.

On elevating STB’s tourism message, what’s next for their creative partnership

For Mondzi, the narrative unveiled in these outdoor billboards provides a flavour of the extraordinary experiences that Singapore welcomes visitors with, adding that everything people know about the Gardens, Performance Art and Window Shopping takes a surprising turn and is presented in an immersive way in this campaign.

“The anamorphic 3D technology provided that larger-than-life scale and magic, showcasing Singapore’s unique twist through the awe-inspiring Supertrees, the flair and artistry of a hawker cooking up a storm and plating chilli crab, and the celebration of Singapore’s Peranakan culture embodied by a skilled artisan meticulously crafting a traditional slipper within a charming shophouse setting,” he said.

When asked about what’s next for their work with STB, he notes that there will be more specific marketing campaigns throughout the years to tell the Singaporean story. One example of yet another campaign they recently launched with STB is the ‘World’s Best Mice City’, which features Singapore as a destination where business events can create and leave a positive and lasting impact. 

Launched in March 2024, the campaign showcases how Singapore enables meetings, incentives, conferences, and exhibitions (MICE) event organisers and delegates to positively impact the industry, society, and environment, by turning possibilities into reality.

“‘Made in Singapore’ is our campaign platform, envisaged to be further brought to life through global marketing campaigns, that will be rolled out in the coming years to sharpen the way we tell the Singapore story, with ‘Made in Singapore’ at the heart of everything,” he concluded.