Burger King’s Interactive OOH at Bugis MRT: Driving Trial and Virality
- Case Studies
In Singapore’s fast-paced Quick Service Restaurant (QSR) landscape, standing out is becoming harder by the day. With consumers constantly encountering new flavours, promotions, and menu launches across digital and physical channels, brands need more than visibility — they need impact.
This was the starting point for Burger King’s Nugget Fries launch, which transformed Bugis MRT Station, one of Singapore’s busiest commuter hubs, into a vibrant, interactive playground. And the results proved one thing: when brands unlock the full potential of out-of-home (OOH) advertising, magic happens.
As Singapore’s leading OOH media network, Stellar Ace is proud to support bold ideas like this — ideas that demonstrate how transit advertising can move, engage, and convert at scale.
The Challenge: Cutting Through Clutter in a Hyper-Competitive Market
With Singapore’s QSR sector seeing new menu items launching almost every week, Burger King needed a breakthrough moment. The brand wanted a launch that was not just seen, but experienced — something that would:
- Disrupt the typical transit advertising environment
- Drive immediate trial of Nugget Fries
- Reflect Burger King’s playful, challenger brand personality
- Reach a young, trend-sensitive audience
With over 1.96 million monthly commuters, Bugis MRT Station provided the perfect canvas for a bold, high-footfall OOH activation capable of sparking real-world interaction and online buzz.
Strategy & Creativity: When an Ad Becomes the Product
The creative leap came from a simple insight: “If the ad could leap into commuters’ hands, it would break through.”
Instead of a conventional wallscape, Burger King transformed the Bugis MRT site into a giant magnet wall — a colourful installation lined with Nugget Fries–shaped magnets. Each magnet doubled as a redeemable voucher for free snacks, inviting commuters to peel one off, pocket it, and head straight to a Burger King outlet.
This OOH execution reimagined what transit media could be:
- A touchpoint of discovery, not just visibility
- A sampling mechanic, not just a poster
- A UGC catalyst, not just an ad space
- A physical-to-digital bridge, driving virality on social media
Commuters instantly recognised the novelty. Within hours, they were filming themselves peeling magnets, sharing reactions, and documenting their redemptions — turning Bugis MRT into the internet’s newest playground.
Bringing the Activation to Life
The activation ran from 13–16 June 2025, with magnets replenished daily. The wallscape became a live event zone, attracting queues during peak hours and sparking conversations online.
Key elements of the execution included:
- Daily replenishment of hundreds of magnets
- High-visibility placement at Bugis MRT Transit Hall
- Seamless redemption mechanic to minimise friction
- TikTok and IG-friendly visuals built for organic sharing
- Editorial pickup on platforms like Great Deals Singapore and Simi Deals Singapore.
What This Means for Brands: OOH That Does More
The success of the Burger King activation highlights the unique strengths of Stellar Ace’s OOH network:
- High-traffic MRT environments ideal for large-scale brand visibility
- Flexible static and digital formats that can be adapted into immersive experiences
- Audience-rich commuter touchpoints primed for engagement and conversion
- Media sites built for content capture, perfect for social media virality
Whether you're launching a new product, creating buzz around a campaign, or looking to build long-term brand love, Stellar Ace’s integrated OOH and DOOH solutions give brands the scale, relevance, and creativity needed to stand out in Singapore’s busy advertising landscape.
Ready to Create an Unforgettable OOH Moment?
Stellar Ace’s network spans Every Street, Every Screen, Island-wide — offering unmatched reach and opportunities for creative, high-impact executions.
If you’re looking to turn your next campaign into a breakthrough moment, we’re here to help bring your ideas to life. Contact us here and let's make it happen!