Crunchyroll Demon Slayer
Crunchyroll
Converting Anime Fans Into Active Subscribers
Crunchyroll needed to drive awareness and subscription intent around the Demon Slayer title among Singapore's engaged anime-viewing community. Digital platforms could retarget existing users, but they couldn't manufacture the cultural moment that turns passive fans into active sign-ups. OOH gave the campaign unmissable physical presence in the exact neighbourhoods where the target audience lives, shops, and congregates.
Presence Digital Cannot Manufacture
Anime fandom in Singapore is community-driven — fans discover and discuss titles in shared physical spaces as much as online. Large-format OOH in culturally relevant locations transforms a streaming title into a street-level cultural event.
Formats Built for Visual Impact
Trivision's rotating three-face mechanism maximises creative reach without requiring multiple separate sites, while backlit display ensures Demon Slayer's vivid artwork retains full colour intensity at any hour. Both formats are engineered to stop pedestrian traffic — critical for a franchise whose appeal is entirely visual.
Exclusive Access, Zero Compromise
TPM holds exclusive long-term licensee agreements for both People's Park Complex and Queensway Shopping Centre — neither site is accessible through any other OOH agency in Singapore. This exclusivity gave Crunchyroll guaranteed placement at two of the most audience-relevant locations in the city.
People's Park Complex Trivision
People's Park Complex sits at the heart of Chinatown, drawing a dense, culturally engaged Chinese-Singaporean audience with high anime viewership overlap. The People's Park Complex Trivision rotates three distinct creative faces, allowing Demon Slayer's visually rich artwork to dominate the streetscape across multiple angles. Its position at a busy pedestrian and vehicular junction ensures repeated daily impressions on commuters, residents, and weekend shoppers.
Queensway Shopping Centre Entrance
Queensway Shopping Centre attracts a loyal base of sports, lifestyle, and youth-culture consumers — a demographic that aligns closely with Crunchyroll's core subscriber profile. The Queensway Shopping Centre Entrance backlit display commands full attention at the point of entry, where dwell and eye contact are at their highest. Backlit illumination ensures the vivid Demon Slayer character art remains striking across both day and evening footfall.
Anime Culture Made Unmissable on the Street
2 Sites
People's Park Complex and Queensway Shopping Centre were selected as complementary anchors — one serving a culturally aligned community hub, the other a youth-lifestyle destination.
Trivision
The Trivision format at People's Park delivered three distinct creative executions from a single site, multiplying visual impact without multiplying spend.
Backlit
Backlit illumination at Queensway kept Demon Slayer's character artwork vivid and attention-commanding from morning footfall through to late evening.
Exclusive
Both placements sit within TPM's exclusively licensed Singapore portfolio, ensuring Crunchyroll's competitor brands had no access to the same premium positions.
Crunchyroll Demon Slayer
Crunchyroll ran Trivision and backlit OOH formats at People's Park Complex and Queensway Shopping Centre in August 2025, placing Demon Slayer directly in front of Singapore's most anime-aligned communities across both day and night.
Crunchyroll ran a two-site Static OOH campaign in Singapore during August 2025, placing Demon Slayer creative across a Trivision display at People's Park Complex and a backlit display at Queensway Shopping Centre. Both locations were chosen for their strong alignment with the anime-viewing demographic in Singapore. The campaign prioritised culturally resonant, high-footfall destinations over generic transit inventory.
People's Park Complex in Chinatown draws a culturally engaged community audience with strong overlap with anime viewership in Singapore. The People's Park Complex Trivision format offered three rotating creative faces at a prominent pedestrian and vehicular junction, maximising repeat exposure. Its position within TPM's exclusively licensed inventory made it inaccessible to any competing OOH agency.
A Trivision display uses rotating triangular louvres to cycle between three separate creative faces on a single structure, effectively tripling the creative output of one billboard site. For a visually driven franchise like Demon Slayer, this format allows multiple character artworks or messaging angles to be shown without requiring additional locations or spend. It also creates motion at street level, drawing the eye in a way flat static panels cannot.
Streaming platforms compete in an attention economy where digital ads are routinely skipped, blocked, or ignored — making guaranteed physical presence through Street Level Media a critical differentiator. In Singapore's dense urban environment, high-footfall OOH placements in culturally relevant locations generate the kind of community-level awareness that drives social sharing and word-of-mouth. For title launches in particular, OOH transforms a digital event into a street-level cultural moment.
Yes — TPM operates 30+ owned and exclusively licensed media locations across Singapore, including long-term licensee agreements at People's Park Complex, Mustafa Centre, Queensway Shopping Centre, Hotel Boss, and Hotel 81 properties, none of which are available through any other OOH agency. Beyond Singapore, TPM has active inventory and direct operator relationships across Indonesia, Myanmar, and Vietnam. This makes TPM the natural partner for brands seeking coordinated multi-site or regional OOH campaigns.
Planning a regional OOH campaign?
Crunchyroll ran Trivision and backlit OOH formats at People's Park Complex and Queensway Shopping Centre in August 2025, placing Demon Slayer directly in front of Singapore's most anime-aligned communities across both day and night.
