Camille del Rosario | Portfolio

313@Somerset - Cutting through the Chinese New Year Clutter

313iDragon app is an app designed and developed to coincide with the Chinese New Year Celebrations of one of Singapore's popular mall destinations, 313@Somerset. Keeping with the dragon theme, we created an app that allows users to capture virtual gems which enables them to claim vouchers in the physical store space. Marketing Magazine - Marketing Excellence Awards 2012 Excellence in Mobile Marketing | Bronze Mobex Awards Singapore 2013 Best in Location Based Marketing | Gold

313@Somerset - Cutting through the Chinese New Year Clutter


Chinese New Year is not just the biggest holiday season for the year, it is also arguably the biggest shopping season in Singapore. Every one has a special offer, and consumers are constantly bombarded with these CNY special deals wherever they go. 

Our task was to drive shoppers to 313@Somerset by cutting through this noise - engaging with the audience in a meaningful way and drive traffic to the retailers offering special promotions - especially those on the upper levels that are ‘hidden’ and don’t get as much foot traffic. 

To celebrate the year of the dragon, we designed an Augmented Reality Experience - The 313 iDragon App that allows users to capture virtual gems in a physical space by interacting with a “Dragon” installation floating in the middle of the mall atrium. 

These virtual gems enabled them to claim vouchers in the retail outlets and the more users interacted with the game, the more rewards they’ve gathered. The app garnered considerable press coverage and has been awarded various accolades. Most importantly, it helped cut through the clutter during a busy CNY period - helping drive sales throughout 313@Somerset.