Launching to passers-by

Most launches are planned for guests who know they are coming. A launch at Jewel Changi Airport is different: a large share of the audience will be walking past on the way to a flight, a meal or the shops. They give you a few seconds, not a few minutes, so the whole activation has to make sense at a glance.

The glance test

Stand a few steps back from your mock-up and ask what a stranger would understand. One product visual, one short line of copy and one obvious way to take part, such as a demo, a sample or a photo spot, is usually the limit. If it needs a paragraph of explanation, it is too complicated for a walkway.

Plan the flow, not the crowd

• Keep the public walkways clear so the building still works around you.
• Mark out a pause zone where curious visitors can stop without blocking others.
• Give the demo queue its own line, away from the route to the invited guest area.
• Station staff to guide people in and out when it gets busy.

There is a useful walk-through on designing a launch for people who are just passing through, including how footfall shifts between weekdays and weekends.

Split the day by audience

Invited media and partners want something quite unlike what the passing public wants. A short invited segment in a quieter window, followed by a public activation at a busier time, often serves both. Ask the venue team what patterns they see in the space you are considering, and whether filming in public areas needs extra permission.

Treat the crowd as content

Genuine reactions from visitors make better clips than staged ones. Brief your photographer to capture them, and put up clear signage that filming is taking place. If you collect names or contacts from members of the public at demo stations, keep the form short and follow the guidance from the Personal Data Protection Commission.