CITY OF INNOVATION
Singapore was looking to build awareness with tourists, consumers, investors, and businesses as a center of innovation and entrepreneurialism. The brief was to use the themes of 'passion' and 'possibilities' to reflect the Singapore spirit which resonates with target audiences interested in Singapore as a destination. National Geographic would need to deliver the themes of passion and possibilities in the content it produced but also in the way the content was shot, presented, and distributed, dialing up innovation throughout the campaign execution.
A live exhibition titled “City of Innovation” was held in various parts of Singapore, featuring an immersive projection mapping and 3D printing that unveiled the behind the scenes of Singapore’s innovation. A “City of Innovation” documentary, filmed for the National Geographic Channel, covered the event and this documentary can also be accessed on the website hub via a custom-created augmented reality app. The National Geographic website hub also featured custom vignettes and a photography contest that was promoted across the region on National Geographic digital and social platforms. Working in conjunction with the client, the National Geographic Explorers Festival and Bootcamp was also held in Singapore for the very first time.
Explorers Festival received over 400K live streams. The special Singapore National Geographic Magazine edition included an exclusive interview with the Prime Minister. The “A City of innovation” video filmed was broadcast on National Geographic Channel in addition to the website.