Category: Through-the-line, OOH Media
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4As NexGen Gong Entry 2019
Fast Track Reads
Client
Blinkist
Brief
To create a campaign that will drive conversion and awareness for Blinkist, using only Moove Media’s OOH platforms.
Problem
Based on the global average, Singaporeans aren’t reading enough.
Insight
Despite Singaporeans not reading enough, recent studies have shown a significant increase in e-loans at public libraries. This shows that Singaporeans are willing to read but do not have enough time, and e-loans allow them to read on-the-go.
The Client
Blinkist is looking to penetrate the south-east asian market. Blinkist is an app that condenses nonfiction books into bitesized 15 minute packages. A team of expert analysts and editors summarise these books into key-takeaways and insights.
The Idea
To address Singaporeans’ issue that they have no time to read, this campaign targets users when they have time on their hands — whilst travelling on public transport. Site-specific ads will showcase how users can make better use of their time spent commuting to get smarter, faster with Blinkist.
Mechanics
The ads will allow users to experience what Blinkist offers. Simply by scanning the QR code, they will be:
Directed to a microsite, where they can listen to or read the promoted title.
Be able to start a 1-week free trial (Blinkist’s current promotion) with just one click.
User’s journey to conversion
Microsite
Arrive With More
Commuters are introduced to the titles through Platform Station Door stickers, and can access them by scanning the QR codes provided.
Learn on Your Journey
Commuters get to browse through a library of Blinkist books in the form of Bus Hangers.
Get Smarter, Faster
In-taxi entertainment screen
On the in-taxi entertainment screen, commuters pick how long their journey will take and a list of books that match their travel duration is shown to them.
Campaign Sustenance
The Blinkist platform is perfect for collaborations, both with government and social enterprises and events. Examples include government bodies, social enterprises and festivals/events.
Government:
Ministry of Manpower – Reads regarding communication skills, management and leadership in Singapore.
Housing and Development Board - Reads that educate Singaporeans about the history of neighbourhoods. Ads will be site-specific, e.g. bus ads based on the bus routes, NEL and DTL ads based on the station neighbourhood’s history.
Ministry of Health - Reads that promote mental well-being and the benefits of work-life balance.
Social Enterprises:
Giving.sg – Reads on how CSR benefits business, reads on how charity work builds character.
AWARE Singapore – Reads on gender equality and addressing the wage gap.
Events:
Singapore Arts Week/Singapore International Festival of Arts/Singapore Night Festival/Affordable Art Fair – Reads that give greater insight into the featured artists.
National Day – Reads on Singaporean history and the nation’s founders.
