JCDecaux Singapore in November introduced the Digital Duty- Free Totem at Changi Airport as the first landmark advertising site in the duty-free zone at Terminal 2. This latest high-impact advertising platform is dynamic content enabled and comprises the first Lshaped floor-to-ceiling high-definition LED displays at Changi Airport. The totems flanking the dutyfree stores enable brands to capture the attention of departing travellers for increased engagement near the point of purchase, after they have passed through immigration.
This addition to JCDecaux’s suite of premium advertising solutions is the platform in closest proximity to the duty-free stores, rendering it ideal for brands targeting travellers browsing the retail area. With Terminal 2 being the gateway to Southeast Asia and welcoming 34% of travellers in Changi Airport, the new platform will allow brands to reach out to the highest proportion of travellers at the airport. Situated prominently along the main passenger walking route and next to duty-free stores, the pillars measure close to 3m tall and over 4m wide. The high-definition LED screens on the totems have a 2.5mm pixel pitch resolution and are well-positioned to deliver impactful visuals to passengers approaching from different directions.
Clé de Peau Beauté and Shiseido were the first two brands to leverage this platform for the “La Crème” as well as “Kajal InkArtist” and “VisionAiry Gel Lipstick” campaigns, harnessing striking, vibrant visuals to captivate audiences.
Evlyn Yang, Managing Director at JCDecaux said, “We are happy to create another key touchpoint for brands to explore innovative possibilities as part of an integrated suite of solutions to communicate with travellers along their airport journey. 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. 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.”
Teo Chew Hoon, Group Senior Vice President of Changi Airport Group shared, “The new Digital Duty-Free Totems at Terminal 2 are an integral part of the Changi Experience as travellers enjoy the duty-free retail area. We are pleased to reach out to travellers along their airport journey and offer brands another premium channel with dynamic content that engages and entertains.”
Tan Shi Ling, Global Media & Digital Manager of Shiseido Travel Retail said, “We are delighted to be partnering JCDecaux to innovatively showcase our brand to travellers. This new 360 LED display provides an excellent opportunity to reach out to travellers who are indulging in the shopping atmosphere, offering us a novel opportunity to tell the Shiseido’s brand story in an immersive way.”