- Case Studies
Stellar Ace activated the Coolest Football Moments Museum Train for Rexona, a six-cabin moving museum across Singapore’s MRT network. Built around the launch of Rexona Men Arctic Rush, the campaign transformed a regular commute into an immersive brand experience, using train advertising in Singapore to bring the idea of keeping cool under pressure to life in a bold and memorable way.
Turning the MRT into a Moving Brand Experience
Inspired by striking football moments from Singapore, Argentina, Brazil, France, Germany and Spain, each cabin featured country-inspired colours, jersey-themed seating, frozen-effect flooring, and bespoke in-train panels tailored to its individual theme. The result was a visually distinctive activation that turned the entire train itself into the campaign medium, showing how advertising through train concepts in Singapore can go beyond conventional placements to create stronger commuter engagement and shared experiences.
To deepen participation, commuters could also scan a QR code onboard to join a trivia challenge and stand a chance to win prizes. This interactive layer extended the experience beyond visual impact, combining physical out-of-home advertising in Singapore with digital engagement in a high-traffic transit setting.
Bringing Creative Transit Advertising to Life
The campaign demonstrated the power of transit advertising to connect with audiences through scale, frequency, and immersion. By transforming six train cabins into themed experiences, Rexona was able to create a campaign that stood out in the daily journey of millions while delivering a cohesive and engaging brand story.
For Stellar Ace, the activation highlights how MRT advertising, commuter advertising, and experiential out-of-home media can work together to create memorable brand moments in familiar public spaces.
From Commuter Attention to Brand Action
Beyond creating an immersive visual experience, the concept train delivered measurable brand results. A post-campaign Brand Lift Survey revealed positive shifts in campaign recall, brand favourability and purchase consideration.The campaign yielded a +16% net brand favourability and +12% net purchase consideration for Rexona. Following exposure to the campaign, 17% surveyed searched for Rexona online, while 12% surveyed visited the Rexona website.
The campaign successfully communicated Rexona’s product proposition, with new product message emerging as the most recalled element, followed by the campaign visuals, demonstrating the effectiveness of the concept train’s distinctive and immersive creative execution.
Driving Impact Through MRT Advertising in Singapore
The Coolest Football Moments Museum Train reflects how brands can use OOH advertising in Singapore to deliver more than visibility alone. Through themed storytelling, immersive design, and audience interaction, the campaign reimagined everyday travel across one of Singapore’s most connected commuter environments.
Looking to create impactful MRT advertising campaigns in Singapore? Contact us here to explore how Stellar Ace can help bring your brand to life across our media network.