MasterCard | Augmented reality outdoor campaign | Singapore

The project, led by UM Singapore and Grain & Pixel, employs augmented reality technology and is launched in conjunction with the Great Singapore Sale (GSS) involving most retail stores on Orchard Road.

MasterCard holders can flash their card in front of the digital camera embedded in the billboard to navigate through promotional offers on the screen also embedded in the billboard.

“The GSS environment is very noisy, and UM needed to do something interesting to ensure our clients’ brand was top of mind, when it counts,” said managing director Clinton Simpson at UM Singapore. Simpson also highlights that it is the first time augmented reality technology is taken outdoor.

June Schult, vice president and marketing head of Southeast and South Asia of MasterCard Worldwide, also added: “MasterCard is always on the lookout for new technology and applications in the payments and marketing space to create new enhanced experiences for our cardholders.”




Credits:
Project Augmented reality outdoor campaign
Client MasterCard Singapore
Media agency UM Singapore
Managing director Clinton Simpson
Media team Junaida Abdul Rahim, Sherlyn Cheong, Stella Lui
Exposure Outdoor, digital