In a first-of-its-kind, lighting technology from LumiWerkz, together with 3D technology, has been deployed for the Formula One Singapore Grand Prix’s Out-Of-Home campaign.

Campaign is by Moove Media

This campaign is deployed by Moove Media, the advertising arm of ComfortDelGro and has been in operations since 2005. 

In Singapore, Moove Media offers an integrated Out-Of-Home advertisement platform on SBS Transit buses and interchanges, rail, ComfortDelGro taxis, ComfortDelGro buses, as well as other prime ambience sites reaching commuters islandwide.

Five Singapore F1 cars on SBS Buses

Using LumiWerkz’s innovative lighting technology, five Singapore Formula One 3D cars had their intricate body designs illuminated to recreate the captivating night race visual experience – on SBS Transit buses.

The LumiWerkz paint technology

LumiWerkz is a spray-on paint using an electroluminescent coating system. The special paint produces light and can be easily turned on and off by reacting to an electric charge, allowing for pulsating light effects.

This paint can be applied to any surface and 3D object and looks like regular paint when it is not charged. LumiWerkz meets the highest automotive base coat standards and has demonstrated its ability to weather the elements, as well.

The possibilities of LumiWerkz technology on 3D

Said Jayne Kwek, CEO, Moove Media, “We are thrilled to be the first to showcase an innovative spray paint lighting technology in a 3D Out-Of-Home campaign for Formula One Singapore Grand Prix 2019.” 

And she also continued, “We see the immense possibilities of such lighting technology amplifying the 3D experience so that it becomes even more visually impactful at all hours of the day.”

Media invited to see this technology in action

Members of the media had been invited to Moove Media’s office premises, where we got to see for ourselves, the actual SBS buses which had the illuminated F1 cars displayed on their roof. The buses had been parked at their depot for the purposes of the event.

And this had been the first time that I was seeing this type of technology with my own eyes, and I had thought that these glow-in-the-dark cars had looked impressive, and I can definitely see the impact that they can create and the heads that they will turn on the Singapore streets, as the specially selected buses ply the roads.

Unfortunately with the roof location on the buses, the impressive F1 car installations may be hard to see from ground level, unless people are some distance away from the bus – such as standing across the road, or on the second or third storey of a building.

Prior to LumiWerkz technology, LED lights had been used to light up 3D props, but now, with such technology being adapted to Out-Of-Home campaigns, Moove can now offer advertisers the ability to illuminate a 3D execution – which can create a lasting impression on consumers.

I also felt that if Moove Media could have installed audio speakers to play the “vroom” sound of an F1 car – that could be activated whenever the buses were in motion, then I think this would have spiced things up even more in terms of turning heads.

We were shown an engaging video at the media event, too, that showcased and gave more insights into the LumiWerkz lighting technology, and I thought that this had been pretty eye-opening.

Video: Moove Media

All in all, to produce and install the F1 car models on the five bus services, the whole process took Moove Media about six weeks – but from looking at the final result, that time had been well-spent.

Buses will ply Orchard Road area

The five selected buses (services 7, 10, 123, 174 and 502) will be plying the Orchard Road area – from now till 1 September 2019. So do keep a lookout for them when you are in the city.