Stellar Ace Turns Bus Shelters into a Citywide Zodiac Gallery
- Case Studies
This Chinese New Year, Stellar Ace, in collaboration with Singapore Press Holdings (SPH) and Way Fengshui, rolled out the 12 Zodiacs Bus Shelter activation, an islandwide out-of-home (OOH) campaign that brought festive storytelling into the heart of Singapore's streets.
Running from 12 February to 4 March, the campaign transformed everyday commute touchpoints into a citywide Zodiac Gallery, demonstrating how OOH advertising can integrate cultural relevance, creativity, and mass visibility at scale.
A Citywide Zodiac Showcase
The activation featured the 12 Chinese Zodiac, each brought to life through a 2D die-cut illustrated panel, installed across 12 bus shelters islandwide. Every zodiac character was uniquely assigned to a different shelter, creating a cohesive festive presence that unfolded across the city.
Rolled out across key commuter and lifestyle districts, including Orchard, Yishun, Esplanade, Bukit Batok, and Bedok — the campaign reached audiences in both residential and commercial areas. As commuters move through familiar routes, the zodiac illustrations appeared along the way, reinforcing seasonal relevance as part of everyday travel.
Bringing Chinese New Year Traditions Into Everyday Journeys
Zodiac predictions remain a familiar and widely anticipated part of Chinese New Year celebrations. By translating this tradition into the streetscape, the campaign extended storytelling beyond print and digital platforms, allowing it to be experienced organically as part of everyday travel.
Whether commuters were walking past, waiting at shelters, or commuting through different neighbourhoods, this approach allowed seasonal content to feel accessible, grounded, and integrated into the rhythm of the city.
Powered by Strategic Collaboration
The collaboration between Stellar Ace, SPH Media, and Way Fengshui was anchored in a shared objective: to create a public-facing Chinese New Year activation that blends cultural relevance with accessible media touchpoints.
By combining SPH Media’s trusted content and readership, Way Fengshui’s fengshui expertise, and Stellar Ace’s extensive commuter network and media assets, the campaign demonstrates how strong partnerships can meaningfully connect festive storytelling with both readership and ridership during key cultural moments.
OOH That is Contextual, Engaging, and Unskippable
The 12 Zodiacs Bus Shelter activation highlights the strengths of out-of-home (OOH) advertising when it is thoughtfully aligned with seasonal moments and everyday routines.
Placed along key commuter routes across Singapore, the zodiac installations delivered:
- High-frequency exposure throughout daily journeys
- Seasonal relevance aligned with Chinese New Year traditions
- Clear, unmissable visibility within familiar environments
The campaign shows how bus shelters, as part of everyday streetscape, can support cultural storytelling while maintaining strong visibility, creating a festive presence that feels both accessible and integrated into daily life.
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