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.
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.”