Subway SG rolls out scent-sational OOH campaign

Subway Singapore has unveiled a multi-sensory OOH campaign for the launch of its signature series, activating the sense of sight, touch, hear and smell. 

Created in collaboration with Publicis Media and OOH partners Stellar Ace, Moove Media and JCDecaux, the campaign takes the form of bus shelter screens and ad bulletins across the island that encourages passersby to 'hear the crunch'. 

Subway also pumped up its freshness with a large digital screen at 313@somerset for all to see when walking across the shopping mall. 

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That's not all, commuters at the East-West line's Buona Vista and Pasir Ris MRT stations would be greeted with textured MRT platform screen doors. Commuters will be able to 'feel the spices' of its new smoky BBQ brisket sub when they board or alight the trains. 

In addition, the campaign takes over the high-footfall escalator linkway from Dhoby Ghaut station to Plaza Singapura with a full static ad infused with a scent diffuser, releasing the smoky aroma of Subway’s new smoky BBQ beef brisket to stop commuters in their tracks. This multi-sensory activation teases commuters right before they reach Plaza Singapura.

According to Moove Media when MARKETING-INTERACTIVE reached out, by engaging the sense of smell, the OOH player is creating a more emotional and memorable connection with commuters.

"The scent of smoky BBQ drifting through the corridor doesn’t just capture attention—it sparks curiosity and hunger, right at the moment when a real Subway store is just steps away. It’s contextual advertising done right: reaching audiences at the exact moment they can act on their craving," said Goh Wee Ni, head of marketing, Moove Media. 

In addition, this campaign reflects Moove Media’s continued push to innovate beyond the visual, bringing brand storytelling to life through creative formats that surprise and engage. It’s out-of-home that doesn’t just inform—it transforms the commuter experience.

“With this campaign, we wanted to go beyond the visual and tap into something deeper—our sense of smell. Subway’s Signature flavours aren’t just meant to be seen, they’re meant to be felt. By introducing scent into a high-traffic station environment, we’re not just placing an ad—we’re creating a sensory experience. That’s the power of innovative out-of-home: turning everyday spaces into unforgettable brand moments," added Goh.

In recent times, OOH campaigns have turned into a multi-sensorial experience with ads no longer remaining static. 

Most recently, Mandai Wildlife Group took over Dhoby Ghaut MRT station to raise awareness of its newest park, Rainforest Wild Asia. 

The campaign saw fully decorated train cabins, escalator wraps as well as a 3D suspended bridge to mimic the feel of a rainforest in the city. 

Moreover, commuters at the station were greeted with 'Radio on Rail', Moove Media's latest offering where ambient rainforest sounds were played throughout the station to create a momentary escape for commuters. 

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