#Singapore #GrandPrix #FormulaOne2018 #SingaporeAirlines #Orchard #WismaAtria #Takashimaya #popup #ThePitStop #sensorial #marketing
On the 30th of September, Singapore GP(Grand Prix) set up a pop-up merchandise store at Orchard on the walkway between Wisma Atria and Takashimaya. The pop-up stores were set up to increase awareness of the 2018 Formula 1 Singapore Airlines Singapore GP. Orchard is a great touch point to reach both Singaporeans and tourists. The pop-ups will last by 9th September.
Along the walkway, there are 6 pop-up booths; which includes a merchandise store, a photo booth and some games such as race simulator, batak battle, match the F1 drivers, aviation challenges and race track buzzer. Also, you can see a number of rectangular banners installed in a zigzag line which looks like a zigzag racing track. Those banners are covered with infographics about Formula 1 and required technology and skills for racing. As well as infographics, they have a schedule and other information about Formula 1.
Looking around the pop-ups, I could recall my sensorial marketing project that I worked in January 2018 as a part of my college assignment. The project was about planning a sensorial marketing event for a local fashion or beauty brand. It was challenging for me and my group mates but we enjoyed ourselves coming up some fun ideas. We also thought about installing a game booth to attract people and let them participate in. At the end of the project, I was very curious if people will come and join the events but I could not find out as it was a virtual plan. Observing this pop-up event by Singapore GP, finally, I found that more people were likely to get attracted when there are big installations or pop-ups on the walkway and they would like to join an event or games. Overall, it was very helpful for me to learn an importance of sensorial marketing and understand consumer behavior.
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