Workato: Out-Of-Home Campaign | Singapore 2022

About

As part of Workato’s “Paint the World Teal” Campaign in 2022 to increase brand awareness, we launched major OOH ads in major cities around the world, such as London, Singapore, Tokyo, and Melbourne.

I worked on the creative aspect of the Singapore leg of the campaign, which included creating all of the OOH ads and the accompanying giveaway campaign on popular social media channels. The Singapore OOH campaign was especially significant as it coincided with our office opening, Singapore’s first Digital Automation Hub.

Role

Localization / Creation of visual assets / Colorproofing

Tools

Adobe Illustrator

OOH Advertisements – Paint Singapore Teal

Suntec Taxi Stand Wrap

The first leg for our OOH campaign was a taxi stand wrap at Suntec City Towers 3/4, to coincide with the opening of our new office in the same location – to announce that Workato was making a big splash in Singapore.

MRT Ads

We also launched ads along major MRT stations, especially those at prime business & technology hub locations, such as City Hall, one-north, Promenade, Expo, Ubi, etc.

Bus Stop Ads

100+ bus stops were activated across Singapore, targeting areas with major technology & business hubs.

Digital Ads

We also implemented minimal digital ads on taxi screens, vending machines, and the WINK+ app.

Looping video playing on taxi screens & vending machines

#ispyWorkato Digital Campaign

We created a giveaway campaign run on social media to entice people across Singapore to be on the lookout for our ads and take photos with them, with prizes such as vouchers and a staycation up for grabs. I worked with a junior designer to create the digital assets.

Branding Awareness Landing Page

Scanning QR codes on each ad leads to a landing page with a RFD CTA.

Topline Brand Awareness Videos

Videos to generate excitement and create awareness.

Vid 1: Was pushed out on Google Display, Youtube and LinkedIn

Vid 2: For Workato team to post on their own LinkedIn as filler/pre-campaign announcement

Email Banner & Digital Postcard

We also activated our Sales Development Representatives to personally invite our database to announce #iSpyWorkato.

Giveaway Posts #1 & #2

To generate excitement and build awareness for each leg of the giveaway, we created looping videos explaining each giveaway’s details. I also created static images for reminder posts closer to the deadline of each period.

Close-out Social Media Post (Image Carousel)

After the giveaway period ended, we closed out the OOH campaign with a LinkedIn post with an image carousel compiling all of the best entries.

Proposed – Paint Singapore Teal Part 2

At the time the OOH Campaign was running, we discussed implementing a part 2 in the future, once we were able to analyze the performance of the current OOH campaign. The key priorities would be to further elevate Workato’s brand in Singapore with digital screens (which can utilize sound and moving image) and target even more prime areas in Singapore (such as CBD, City Hall, Changi Business Park, etc.).