CALTEX- JURONG SPRINGS
THE GIANT PINEAPPLE ROLL
Would we be able to drive residents to Caltex’s newest Jurong Spring station at Jurong West, Singapore?
THE ASK
But Jurong West is also home to other competing fuel brands, which meant that residents were already used to fueling up at their stations. How could Caltex announce their arrival in a saturated neighbourhood and invite residents to fuel up on record-breaking fuel?
THE PROBLEM
Across cultures, there are interesting traditions and customs and it’s no different when it comes to blessing rituals for new homes in Singapore.
Pineapples are commonly known for its symbolism for prosperity. To bless a new home, Singaporeans roll pineapples into their new homes as a housewarming ritual for bring good fortune and auspiciousness.
THE CULTURAL INSIGHT
To create awareness about Caltex’s newest station, we took something familiar and brought it one step further:
We celebrated Caltex’s Jurong Spring station’s grand opening by rolling a larger than life, pineapple across the island to its new home in the west.
THE IDEA
THE EXECUTION & RESULTS
To make an impact, we created a 2.5m high pineapple. From its arrival, the giant pineapple is rolled all the way from Tampines in the east to the new station in Jurong West.
The journey across the island took over 24 hours, rain or shine, starting on Friday morning in order to arrive at the station on Saturday morning for the opening ceremony.
The pineapple, pushed by an everyday person, travelled from the west (Tampines Central, Changi City Point, East Coast Park) through the CBD via Helix Bridge by MBS, through to Raffles Green, Bugis Street and Orchard Road (by Ngee Ann City). Lastly made its way through the Singapore heartlands of Toa Payoh, Clementi and Jurong East lastly arrived overnight to Jurong West on Saturday morning.
As it rolled through residential areas and city districts, we caught the attention of passersby and general public creating intrigue around the activation.
The giant pineapple even catches the interest from local internet celebrities like Pornsak, Fauzi Aziz, Emily Tan as well as lifestyle news media, SGAG.
And after making the journey across the Lion City, the giant pineapple made its final roll inside the Caltex’s Jurong Spring station– celebrating a new home and opening its doors to the Jurong West neighbourhood.