Seoul Garden is a celebrated homegrown Singapore brand renowned for pioneering the interactive table-top Korean BBQ and hotpot buffet experience. For its landmark 20th Anniversary, ADWOW was appointed as the agency mastermind behind an expansive, omnichannel thematic campaign that drove exceptional brand impact and consumer engagement. To connect deeply with key target demographics, ADWOW conceptualised three distinct mascot personalities—Momo™, Wawa™, and Yaya™—paired with the strategically crafted tagline, "More Fun, To Gather™." This energetic brand IP was deployed across every consumer touchpoint, including high-demand collectible premiums like 3D interactive desktop mousepads and a calendar card series that required five rapid reprints due to overwhelming popularity. The campaign extended across public transit via eye-catching interior and exterior bus wraps deployed across Singapore and into Malaysia, culminating in the creative being selected as an official Finalist in the SBS Transit "Vote My Favourite Bus Ad 2003" contest and featured as the #1 voted favourite in a HUZ Publication public bus ad poll. Translating this excitement back into the dining space, ADWOW created a comprehensive in-restaurant POSM environment—featuring hanging mobiles, pull-up banners, and floor standees—alongside branding support for exclusive IP-themed new recipe launches and seasonal new items on the menu, such as Wawa Chicken and Bulgogi Pizza, delivering an unpredictable, high-impact brand experience that went far beyond driving revenue.
ADWOW served as the creative mastermind behind Seoul Garden Singapore's 20th Anniversary campaign. The agency developed an integrated, omnichannel branding strategy encompassing original mascot IP creation (Momo™, Wawa™, and Yaya™), the campaign tagline "More Fun, To Gather™", full-wrap transit advertising, collectible premiums, an enhanced in-restaurant POSM system, and promotional branding support for new recipe launches and seasonal new items on the menu.
The Seoul Garden 20th Anniversary transit advertisement designed by ADWOW was named an official Finalist in the Vote My Favourite Bus Ad 2003 Contest organised by SBS Transit Ltd, with the certificate awarded by SBS Transit General Management. Additionally, the creative was featured as #1 Most Favourite in a HUZ Publication public bus ad poll for its clear message and creative design.
ADWOW supports F&B operators by translating kitchen innovation into engaging consumer touchpoints. For campaigns like Seoul Garden, ADWOW brings new recipe launches and seasonal new menu items—such as proprietary IP dishes—directly to the consumer's palate through eye-catching table-top standees, themed promotional graphics, and targeted point-of-sale materials (POSM) that spark excitement and drive trial.
A milestone or anniversary campaign provides established F&B brands with a strategic platform to refresh their market positioning while retaining brand heritage. By introducing relatable mascot personalities, resonant slogans, and synchronised physical and digital assets, ADWOW helps F&B businesses strengthen emotional connections with long-time patrons while appealing to new, modern consumer demographics.
ADWOW delivers complete end-to-end retail POSM environments tailored for restaurant and buffet spaces. Key deliverables include table-top promotional standees, hanging mobiles, pull-up banners, window displays, placemats, branded collectible merchandise, and marketing collateral supporting seasonal menu additions designed to elevate the overall customer dining journey.
Yes. ADWOW has proven expertise in designing public transportation graphics in Singapore, including full-body bus wraps, interior transit panels, and cross-border commercial vehicle liveries. The agency focuses on high-impact visual storytelling engineered for high-speed commuter readability and broad public recall.
