GOVT Singapore turns people into bubbles with integrated campaign for Ice Mountain

GOVT Singapore has created an integrated campaign for Fraser & Neave’s latest product offering, Ice Mountain Sparkling Water. Ice Mountain is Singapore’s number one bottled water brand. The product is available in both lemon and grapefruit flavor.

Communication touch points include print, outdoor, digital, social and on-ground activations.

Ashlynn Sum, Creative Group Head, GOVT Singapore, said, “It isn’t easy to sell water, especially in Singapore. So we decided to have some fun with it. We built an interactive, Kinect-powered screen that turned people into a mass of bubbles and we brought it around town for people to play with. A custom-built bubbling water bar followed us around too, along with a cheerful key visual, giving a touch of fun to our ‘Sparkle From Within’ message.”