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Gong Cha Launches First Interactive Outdoor Promotion with SPH MediaBoxOffice at 313@somerset

Singapore, 17 October 2012 – Leading beverage retailer Gong Cha is embarking on their first interactive outdoor campaign with SPH MediaBoxOffice (SPHMBO) using its large digital Video Wall at 313@somerset.

The innovative interactive game, which begins from 24 October 2012, aims to stop consumers in their tracks during the busy lunch and dinner hours to “Guess the Drawing (on-screen) and Win” $1 Milk Tea with Pearl vouchers.

Gong Cha is proud to be the first beverage partner to embark on an interactive large screen campaign with SPHMBO. Said Ms Audrey Chua, Marketing Executive of Royal T Group Pte Ltd, master franchisee of Gong Cha Singapore: "We've always paid huge attention on interacting with our customers especially through social media, but by using a different platform, this will allow us to take it a step further in the engagement process with our customers, and reach a different audience.”

Technology partner, NoiseStreet, developed the interactive game which features up to 1,000 unique drawings being rendered on-screen in real-time for consumers to guess within a stipulated time frame. To play, one has to simply scan the QR code or type in the URL into their smartphone to begin guessing. Five correct guesses entitles a consumer to win a Gong Cha voucher which can be redeemed immediately at the retailer’s 313@somerset outlet. 

Mr Bhagaban Behera, Cofounder & CEO of NoiseStreet Pte Ltd, explains the synergy between outdoor advertising and mobile devices: “With smartphone usage soaring and consumers spending more time out-of-home, there is a great opportunity for marketers to combine the two mediums and create interactive games that establish a two-way communication channel between consumers and brands. We pride ourselves in providing a new way to turn advertisements into a fun, social, engaging and rewarding experience for consumers.”

Commenting on the future of such campaigns, Ms Julie Wee, Marketing Director of SPHMBO,said, “This will show marketers how they can easily engage their target audience at the last mile by combining a larger-than-life digital screen at a great location, an easy-to-play game, and the right promotional mechanics to gives consumers that extra push to act upon a call-to-action, and be rewarded their participation. SPHMBO is confident that such initiatives are the way forward.”

Stop by 313@somerset to play the game and be rewarded from Gong Cha’s promotion from 24 October to 6 November 2012 at 12:30pm - 1:30pm, and 6:30pm - 7:30pm daily.


Issued by:
SPH MediaBoxOffice Pte Ltd
Co. Regn. No. 200511176Z

For more information, please contact:

Byron Yap
Assistant Marketing Manager
SPH MediaBoxOffice Pte Ltd
DID: 6319 2025

Gary Yeo
Assistant Manager
Corporate Communications
Singapore Press Holdings Ltd
DID: 6319 1225

About SPH MediaBoxOffice Pte Ltd

SPH MediaBoxOffice Pte Ltd (SPH MBO) is the leader in Digital Out-Of-Home (DOOH) advertising in Singapore. A wholly owned subsidiary by SPH Limited, it owns and operates various digital OOH advertising networks which boast close to 400 Screens Island wide. 

With 8 larger-than-life outdoor LED screens in strategic locations such as 313@somerset, Chevron House, One Raffles Place, etc. and presence in 16 shopping malls in Singapore, the digital platform reaches the hard-to-reach PMEBs and youth segments. 

About Singapore Press Holdings Ltd

Incorporated in 1984, main board-listed Singapore Press Holdings Ltd (SPH) is Southeast Asia’s leading media organisation, engaging minds and enriching lives across multiple languages and platforms.

Newspapers, Magazines and Book Publishing 

In Singapore, SPH publishes 18 newspaper titles in four languages. On an average day, 2.92 million individuals or 74 per cent of people above 15 years old, read one of SPH's news publications. SPH also publishes and produces more than 100 magazine titles in Singapore and the region, covering a broad range of interests from lifestyle to information technology. SPH's subsidiaries, Straits Times Press and Focus Publishing, produce quality books and periodicals in English and Chinese.

Internet and Mobile

Beyond print, the Internet editions of SPH newspapers enjoy over 330 million page views with 18 million unique visitors every month. Apart from SPH AsiaOne portal, SPH's online and new media initiatives include an online marketplace for products, services and employment, ST701; Stomp,, and The Straits Times RazorTV. SPH also launched The Straits Times’ iPad and enhanced iPhone applications, an Android smartphone application and The Business Times Weekend's iPad application. SPH's Chinese flagship newspaper Lianhe Zaobao has also launched its digital platforms which include a web application, as well as online and PDF versions.


SPH has a 20 per cent stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8 and U, and a 40 per cent stake in MediaCorp Press Limited, which publishes the free newspaper, Today. In the radio business, SPH has an 80 per cent stake in SPH UnionWorks Pte Ltd, which operates entertainment stations UFM 100.3 in Mandarin, as well as Kiss92 and HOT FM91.3 in English.

Events and Out-of-Home Advertising

SPH’s events subsidiary Sphere Exhibits organises innovative consumer and trade events and exhibitions. In addition, SPH has ventured into out-of-home (OOH) advertising through its wholly-owned subsidiary, SPH MediaBoxOffice Pte Ltd, Singapore’s leading Digital Out-of-Home advertising company.


SPH owns and manages Paragon, the prime retail and office complex in the heart of Orchard Road, Singapore's main shopping belt. Its latest retail development, The Clementi Mall, started business operations in 2011. SPH's wholly-owned subsidiary, Times Development Pte Ltd, has also developed a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.