F&N Foods, PHD Singapore and Clear Channel promote taking 10,000 steps per day

As a strong supporter of sports development and advocate for active lifestyle, 100PLUS is proud to be a main partner of Season 2 of the National Steps Challenge. National Steps Challenge is a nationwide physical activity programme that encourages Singaporeans to be physically active everyday, anytime and anywhere. This 100PLUS OOH initiative in particular encourages bus commuters to get active and walk instead of taking the bus. Commuters are also reminded to keep their bodies hydrated with 100PLUS to keep them refreshed and re-energised during their active lifestyle regimes.

Every location has an audience profile. Clear Channel’s Proximity Packs are audience-based networks designed based on locations and environments where audiences commute. Our flexible approach allowed 100PLUS to customise call-to-action messages that speak to their audience at the right time and the right place.

Across the 200 locations, 100PLUS promotes its messages to change the mindsets of Singaporeans to be more active by encouraging bus commuters to aim for 10,000 steps per day. Tailored messages across 75 specific sites prompt bus commuters to take a few hundred steps more to their next destination. For instance, a poster triggers commuters’ action by suggesting the food centre or MRT is only 500 steps or 5 mins walk away.

“With sophisticated audience profiling and mapping tools, we were able to deliver contextual relevance for the brand. The 100PLUS campaign demonstrated our ability to create a highly targeted out-of-home campaign that pin-points their intended audience, whilst they are out and about,” said Amanda Woo, Head of Marketing, Clear Channel Singapore.