Step into a World of Fun with Health Promotion Board
We decided to leverage on geo-targeting capabilities and real data where tailored messages are targeted to commuters waiting for buses – where they are most receptive. These specially crafted messages were meant to encourage them to take a short walk to their point of interest. As easy as a couple of steps towards a healthier you
- Amanda Woo
Head of Commercial, Clear Channel Singapore
Singapore— Health Promotion Board (HPB) recently launched their third season of the National Steps Challenge with part of their campaign creatively utilising Clear Channel’s out-of-home advertising platforms. A step up from the past two seasons, this time they leveraged on geo-targeting capabilities and real-time data in DOOH to encourage commuters to take a step closer to a healthy lifestyle.
Knowing your audience and the time of day when they are most receptive can help brands deliver the most impactful campaign messages. With digitised and dynamic capabilities, geo-targeting has strengthened the value proposition for DOOH. For HPB’s National Steps Challenge™ campaign, the execution used geo-targeting where live data of bus arrival timings were retrieved from My Transport SG and forecasted across 100 digital panels island-wide. Commuters got to learn that it takes only a short walk to get to different points of interests from where they are located.
For instance, commuters waiting by the bus stop within Bukit Timah area were able to see on the display that it takes only 750 steps to KK Hospital and those within Katong would see on the display that they were only 1125 steps away from Katong Shopping Centre. Taking these steps would help National Steps Challenge™ participants to increase their step count. As part of the Challenge, participants also stand to win sure-win rewards and earn chances to win in the Grand Draw to walk away with attractive prizes of total worth more than $60,000.
“While the first season of the National Steps Challenge’s advertising objective was to raise island wide awareness and the second in creatively encouraging commuters to ‘adopt a healthier lifestyle’ through a form of game with rewards, client and agency wanted commuters to develop the mind-set of living healthy through greater contextual relevance in their third season. With that, we decided to leverage on geo-targeting capabilities and real data where tailored messages are targeted to commuters waiting for buses – where they are most receptive. These specially crafted messages were meant to encourage them to take a short walk to their point of interest. As easy as a couple of steps towards a healthier you”, says Amanda Woo, Head of Commercial, Clear Channel Singapore.
With a site buy of selected 100 screens across the period of 15 days, post-report showed that the campaign caught the attention of 37% people who passed by these bus shelters, above the average benchmark figure of 22%.
The National Steps Challenge™ advertising campaign which comprises other media platforms will run till January 2018 while the OOH panels with Clear Channel ended 8 November 2017.
To join the Challenge, Singaporeans are required to download the Healthy 365 mobile application where they get to sign up for the National Steps Challenge™ and begin clocking in the number of steps taken every day. The more steps they take, the more ‘Healthpoints’ they earn which can be used to redeem a variety of rewards.