Digital Duty-Free Totem at Changi Airport Exemplifies Proximity Marketing


Changi Airport, Singapore’s primary civilian airport and one of the largest and highest-rated transportation hubs in Southeast Asia, is now home to yet another progressive digital installation. Dubbed the Digital Duty-Free Totem, this pioneering L-shaped floor-to-ceiling HD LED display with a 2.5 millimeter pixel pitch is not only a bright and vibrant testament to high-impact advertising platforms, but also an embodiment of the concept of traditional proximity marketing that doesn’t necessarily require a smartphone.

Designed by JCDecaux Singapore and introduced last month, the Digital Duty-Free Totem’s pillars are 3 meters tall and more than 4 meters wide, making its advertising messages unmissable to passersby, whether they’re coming from immigration or simply browsing the retail options nearby. As the gateway to Southeast Asia, Terminal 2 sees 34 percent of Changi Airport total travelers, meaning that brands can reach the highest amount of people by occupying that spot near the duty-free shops on the main passenger walking route. Check out the video below to see the Digital Duty-Free Totem in action:

Clé de Peau Beauté and Shiseido were the first two brands to take advantage of  this platform for the “La Crème” as well as “Kajal InkArtist” and “VisionAiry Gel Lipstick” campaigns.

“It is especially important for brands to leverage the high traffic at the airport, as a survey we conducted earlier this year revealed that seven out of ten travellers at Changi Airport spend their time shopping or browsing,” said JCDecaux Singapore’s Managing Director Evlyn Yang. “We have long anticipated  the  arrival  of  these  Digital  Duty-Free  Totems  to  augment  JCDecaux’s  integrated solutions as we believe that this will garner high awareness for advertisers, starting with prestigious beauty brands, Shiseido and Clé de Peau Beauté, that have come on board for the launch.”

About Author

Jason Kushner is a videographer, editor, writer and filmmaker living in the Greater Atlanta Area. With an educational background combining film and journalism, Kushner has shot video and written for a myriad of publications and multimedia projects including Creative Loafing Tampa,, Starline Films and Digital Signage Connection. His 2009 documentary American Colonies: Collapse of the Bee became an Official Selection at 12 international film festivals, won Best Documentary at the 2009 Central Florida Film Festival and a John Muir Gold Award at the 2009 Yosemite Film Festival.  In 2015, he became Digital Media Editor for Digital Signage Expo, LightShow West and LED Specifier Summit and has since become Digital Content Manager for those shows’ parent company, Exponation.

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