Sony turns Singapore building into car vending machine to promote Gran Turismo 7
Sony has created a campaign in Singapore to promote the launch of its game Gran Turismo 7 (GT7).
The cars can be selected and brought down via a special lift system to test drive in the game
The campaign, created by DDB together with Axis Group Asia and Autobahn Motors, sees Sony turn a life-size vending machine in the ABM Ten Square building in Singapore into 20 floors of supercars from the GT7 game.
The cars can be selected and brought down via a special lift system to test drive in the game.
In addition, as part of the campaign there will also be a series of online videos with footage of the supercar vending machine and a simulated GT café featuring local gaming and racing influencers Bobby Tonelli and Claire Jedrek.
They share ideas on cars, racing and GT7, together with other well-known motorsport personalities from across the Asia Pacific region.
“We are very proud of this campaign as this is a great testament of our global marketing effort where the game’s core themes and global direction are adapted to a local activation featuring a unique landmark in Singapore, as well as local motorsport personalities,” said Katsuhiko Murase, head of Asia business operations at Sony Interactive Entertainment.