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Disney brings the sense of smell from cinema to outdoor with Clear Channel Singapore.

by Sing Yee Low | Aug 27, 2014

Singapore - Walt Disney Studio Motion Pictures, an International film distributor, collaborates with Clear Channel to create a scented OOH campaign to promote ‘The Hundred-Foot Journey’, opening in cinemas on 28th August 2014.

Produced by Steven Spielberg and Oprah Winfrey, “The Hundred-Foot Journey” abounds with flavours that burst across the tongue. The opening of a new Indian restaurant in the south of France, next to a famous Michelin starred eatery, is nearly cause for an all-out war between the two establishments until Le Saule Pleureur’s icy proprietress Madame Mallory (Academy Award®-winner, Helen Mirren) recognizes her rival’s undeniable brilliance for preparing masterful meals. A stimulating triumph over exile, blossoming with passion and heart, with marjoram and madras, it is a portrayal of two worlds colliding and one boy’s drive to find the comfort of home, in every pot, wherever he may be. 

As part of an integrated campaign that promotes the culinary-centric film, Disney collaborated exclusively with Clear Channel and m/SIX, for an interactive OOH campaign that diffuses the scent of garlic to capture the attention of commuters. A custom built casing placed at the side of panel houses the diffuser that sprays the aromatic scent periodically. Curious commuters can also interact with the panel by pushing the button to release the scent on demand. 

Garlic was chosen over other food scents because of its unique smell. Also, it is famously known to be a common denominator between Indian and French cuisine.  

Three sites have been strategically chosen for this activation. They are located closed to food meccas in the bustling centre of Singapore that enjoy high footfall; Victoria Street, New Bridge Road and Holland Avenue. 

As ‘The&Partnership’, comprising BatesCHI and m/SIX, collaborating with Clear Channel, we’ve been able to swiftly design, develop and scale this innovation to a very specific audience of culturally discerning Singaporeans. Singapore being a nation of food and cinema lovers is the perfect place to launch an interactive and innovative campaign, bridging those two passion points’ - Jamie Lewin, Head of Client Services, APAC, m/SIX

The campaign also runs on digital for the same 3-week period, 14 August to 3 September 2014.      

Creative Agency: BatesCHI & Partners
Media Agency:
m/SIX, a GroupM Company

About Clear Channel Singapore (CCS)
Everyday, Clear Channel Singapore provides 100 million opportunities for brands to meet people. 

In 2001, Clear Channel Singapore was awarded the world’s largest street furniture contact to Design Build and Operate (DBO) 3,200 bus and taxi shelters for a 20 year period by the Land Transport Authority. With 80% of all bus shelters in Singapore, our second-to-none island wide coverage offers a variety of activation opportunities through six different media formats. 

About Clear Channel International (CCI)
CCI works with advertisers to create inspiring out-of-home advertising campaigns, enabling brands to meet and engage people when they're out and about in more than 30 countries across Europe, the Asia-Pacific region and Latin America. The company has a growing portfolio, which is currently made up of over half a million displays, which span traditional and digital formats on roadside billboards, street furniture and in retail, point of sale, airport, transit and lifestyle environments. It employs over 5,000 people and, in 2011, its reported revenue was $1,667m. 

CCI is part of Clear Channel Outdoor Holdings, Inc (CCO), the world’s leading out-of-home advertising company with operations in more than 40 countries. CCO is, in turn, 89% owned by Clear Channel Communications, Inc., the global media and entertainment company. The remaining 11% of CCO is traded on the New York Stock Exchange.