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SPH MBO Launches New Interactive Advertising Media In Shopping Malls

Singapore, 6 November 2007 - Most advertisements fly in your face. Not the Reactrix – an interactive marketing solution that invites people to physically become part of and interact with the visual content.

To be launched today (6 Nov) by SPH MediaBoxOffice (SPH MBO) at The Arena, Clarke Quay, the Reactrix projects vivid digital images, mainly on floors and walls, that instantly respond to people who walk by or move over the display area. Floors, walls and tabletops come alive with dramatic visual effects.

As a result, a unique media experience is created that enables people to become an integral part of the content by their ability to change, control and manipulate the content with their movements and gestures.

When used in a shopping area, the Reactrix allows shoppers to “play” with the brands, creating a more involving experience than a conventional ad. The voluntary interaction results in high recall rate among people, according to studies.

The system is also capable of monitoring interaction counts and generate user statistics report for advertisers to assess the effectiveness of the advertising campaign.

The Reactrix is currently located in six shopping malls in Singapore. They are Paragon, which is owned and managed by Singapore Press Holdings, Funan DigitaLife Mall, Parkway Parade, Raffles City, Junction 8 and IMM. Five more locations will be added soon.

SPH MBO is the sole marketing and media sales representative for Reactrix Singapore Pte Ltd, the exclusive distributor of the product.
“Reactrix Singapore is honoured to partner with SPH MBO in the deployment of this innovative interactive advertising media. I believe this partnership will bring about greater value and results to our customers and advertisers,” said its managing director, Mr Nick Tay.

The power of the Reactrix to attract, captivate and motivate consumers has inspired many uses.

  • Advertisers use it to create a high-impact brand presence and to drive product sales via interactive promotional content.
  • Trade shows and other event venues and exhibitors use the Reactrix to greet attendees, provide information and showcase products.
  • Retailers and operators of shopping malls use the Reactrix to draw customers into their premises and keep them there longer, provide product information, promote special offers and entertain customers while they wait to be served.

“Most people try to avoid advertisements today with technologies such as DVD recorders and pop-up blockers. With Reactrix, people actually want to engage with it because it is fun. Studies have shown that the Reactrix is capable of producing strong brand recall of as much as 60 per cent,” said SPH MBO General Manager Janet Wee.

So powerful is the ability of the Reactrix to engage the public, it has already won the Best New Outdoor Media award at the 6th Singapore Outdoor Advertising Award (SOAA), given out in September. The SOAA is organised by AdAsia and judged by an international panel of experts.

The Reactrix, which comprises an infra red camera, projector and server, uses advanced motion-sensing, 3D effects and computer animation technologies to deliver interactive content of high quality and impact.

The system can be easily fitted into public spaces in shopping malls, office buildings, sports centres, and transportation depots.

Ms Patrina Tan, Deputy General Manager (Marketing) of Paragon, which has installed the Reactrix in the mall, said: "The Reactrix has provided fun and entertainment to shoppers at the Basement. Adults and children alike interact with it while waiting for friends or their turn for seats at the restaurants. We believe the Reactrix has brought delight to the shoppers at Paragon."

The Reactrix is a popular advertising media in the US, Europe and South Korea, and is already generating excitement among Singapore advertisers because of its interactive capability and the entertainment value it brings to people.

Said Mr Andrew Kim, CEO of Reactrix Korea, the exclusive distributor of the product in Asia: “We are very excited about the launch of the Reactrix in Singapore and are confident that it will enhance brand recognition and retention among consumers. We will do our best to encourage and support this effort.”

Issued by Singapore Press Holdings Limited
Co. Regn. No: 198402868E

For more information, please contact:

Edward Tang
Deputy General Manager
SPH MediaBoxOffice
Tel: 6319 1795
Hp: 9066 4219

Adrian Cheong
Assistant Manager
Corporate Communications
Singapore Press Holdings
Tel: 6319 2261
Hp: 9798 6097

About SPH MediaBoxOffice

SPH MediaBoxOffice Pte Limited (SPH MBO) is an out-of-home media advertising company, wholly-owned by the Singapore Press Holdings Limited, a major multi-media organisation with interests in print, broadcasting, Internet and New Media. SPH MBO provides marketing solutions through digital media, static outdoor media and events.

We own and operate the largest digital outdoor media network in Singapore, with five large LED screens at prime locations and about 400 plasma and LCD screens in malls, banks and office buildings island-wide. We have also introduced new interactive marketing solutions through the Reactrix system, which is located in six major shopping malls in Singapore, with five more malls in the pipeline.

We also execute ad campaigns on large-format billboards, banners and other static outdoor media in key locations in Singapore. We provide events management services to clients seeking to extend their reach to their target audiences through innovative, experiential events.

Visit for more information on SPH MediaBoxOffice.

About Singapore Press Holdings Ltd

Newspapers and Magazines
Main board-listed Singapore Press Holdings Ltd (SPH) is the leading media company in Singapore, delivering news and information through print, Internet and broadcasting platforms. In Singapore, it publishes 14 newspapers in four languages. Every day, 2.9 million individuals or 81 percent of people above 15 years old, read one of SPH’s news publications. SPH also publishes over 90 magazine titles in Singapore and the region, covering a broad range of interests from lifestyle to information technology.

Internet and Mobile
Beyond print, the Internet editions of SPH newspapers enjoy over 110 million pageviews with 7 million unique visitors every month. Apart from SPH AsiaOne portal, SPH’s online and new media initiatives include a revolutionary mobile advertising and information service, ZapCode; online marketplace for products, services and employment, ST701; and STOMP (Straits Times Online Mobile Print), a portal that connects, engages and interacts with readers on the Web and via mobile phone messaging.

SPH has a 20 percent stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8, U and TV Mobile, and a 40 percent stake in MediaCorp Press Pte Ltd, which publishes the free newspaper, Today. In the radio business, SPH has a 80 percent stake in SPH UnionWorks Pte Ltd, which operates entertainment stations Radio 100.3 FM in Mandarin and Radio 91.3 FM in English.

Outdoor Advertising
In addition, SPH has ventured into outdoor advertising through its wholly-owned subsidiary, SPH MediaBoxOffice Pte Ltd, Singapore´s largest outdoor motion display advertising network media company, and a 35 percent stake in TOM Outdoor Media Group, a leading outdoor advertising company in China.

SPH owns and manages Paragon, the prime retail and office complex in the heart of Orchard Road, Singapore’s main shopping belt. SPH’s wholly-owned subsidiary, Times Development Pte Ltd, is also developing a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.