FedEx delivers 3D magic to SG in first-ever hologram activation

FedEx is stepping into the third dimension. The logistics giant has teamed up with immersive media agency Ingage Media to launch its first-ever 3D holographic experience in Singapore, aimed at reimagining how it engages customers in public spaces.

Part of the ongoing “FedEx passport to Europe” campaign, the activation debuted earlier this month at Plaza Singapura and will take centre stage at Raffles City Shopping Centre from 20 to 27 June.

Powered by Ingage’s Hypergram tech, the experience features interactive, glasses-free 3D visuals, eliminating the need for headsets or external hardware.

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By using 3D holograms in a high-footfall retail space, FedEx aims to lean into emerging engagement formats to stand out in an increasingly noisy brand environment. The activation brings to life the idea of global connection, a theme the campaign pushes further by spotlighting FedEx’s cross-border shipping capabilities to and from Europe.

To sweeten the deal, FedEx is also giving account holders a chance to win two roundtrip tickets to any European destination of their choice. The contest runs until 31 July 2025 and is open to those who ship to or from Europe.

The campaign extends online with a social push: the “FedEx EU ready in 3D” contest invites users to share creative photos or videos of the hologram using the hashtag #FedExEUReadyin3D on Facebook. One of 30 exclusive custom FedEx sets built with LEGO parts is also up for grabs.

“Innovation is at the heart of FedEx, and this collaboration with Ingage Media is a creative way to bring our story to life. It reflects our commitment to connecting with customers in impactful ways while showcasing the power of logistics and technology working together,” said Eric Tan, managing director at FedEx Singapore. 

In tandem, Jay Sarma, CEO of Ingage Media said, "Fedex’s solutions connect people and possibilities. This has a perfect synergy with the engagement and positive impact Hypergram is bringing to people and businesses alike."

FedEx isn’t the first brand to experiment with holograms in Singapore. Last year, Nike made headlines with its towering two-storey “Win on air” hologram outside Nike Orchard Road, featuring ambassadors such as Kylian Mbappé, Sha’Carri Richardson, and Victor Wembanyama.

McDonald’s Singapore also dipped into 3D with a holographic OOH activation promoting the return of its Samurai and Ninja burgers.

Created in partnership with Clear Channel Singapore, the display used spinning fan blades to project floating images of the burgers, no screen in sight. The goal? To remind hungry commuters that compromise isn’t on the menu.

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