Who’s that Pokémon? Singapore fans put to the test in OOH campaign

Last weekend, Pokémon fans across Singapore gathered in full force to celebrate the launch of Pokémon Legends: Z-A, one of the most highly anticipated titles in the franchise’s history. To mark the occasion, Pokémon Singapore rolled out a nationwide campaign blending nostalgia, interactivity, and spectacle by bringing the beloved “Who’s that Pokémon?” quiz to life on Orchard Road.

The brand took over the Heeren Mall digital screens with a playful out-of-home activation that stopped passers-by in their tracks. Two mysterious Pokémon silhouettes flashed across the massive screen, accompanied by the game’s release date, sparking conversations among fans eager to guess which Pokémon would be revealed. 

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When launch day arrived, Pokémon Singapore gave the crowd what they’d been waiting for — unveiling the two Pokémon as Mega Dragonite and Mega Charizard X. The display was also updated from “Arriving October 16” to a triumphant “Available now,” signaling the official arrival of Pokémon Legends: Z-A in Singapore.

The OOH activation was part of a larger experiential push designed to reignite fan excitement and community engagement ahead of the release. A week before the game’s debut, Pokémon Singapore hosted a meet-and-greet session with Pikachu. The popular mascot will also return this weekend (25–26 October), continuing the festivities and giving fans more opportunities to interact with the brand in person.

Adding a social media twist, Pokémon Singapore also launched a photo-taking campaign to encourage fans to share their love for the game online. Visitors who snap photos at the designated photo spot inside Pokémon Center Singapore and post them with the hashtags #PokemonCenterSingapore and #PokemonLegendsZA can receive exclusive Pokémon-themed stickers as a reward.

MARKETING-INTERACTIVE has reached out to Pokémon Singapore for more information on the campaign.

The integrated campaign effectively blended offline and online touchpoints, tapping into nostalgia while driving community participation and social sharing — a hallmark of the Pokémon brand’s enduring appeal. 

This continued focus on community connection extends beyond Singapore. In Indonesia, The Pokémon Company has teamed up with the Indonesian Football Association (PSSI) and Garuda Sepak Bola Indonesia (GSI) for a football-themed collaboration aimed at Gen Alpha and young Millennials.

The campaign kicked off during the U-23 Asian Cup 2026 qualifiers, where Pikachu — dressed in an Indonesian national team kit — appeared alongside Cinderace and other football-inspired Pokémon at the Gelora Delta Sidoarjo Stadium. Beyond the fanfare, the initiative also invited 1,000 children from local football clubs to attend the match and receive limited-edition Pikachu jerseys, deepening Pokémon’s cultural relevance through high-touch, real-world engagement in a football-loving nation. 

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