NDP Digital Play Pack 2023

NDP Digital Play Pack 2023


NDP Digital Play Pack

National Day Parade (NDP) 2023 Digital Play Pack

The Infocomm Media Development Authority (IMDA) of Singapore took a significant step towards modernizing the National Day Parade (NDP) celebration by launching the NDP Digital Play Pack. With the increasing prevalence of technology in people's lives, IMDA saw an opportunity to enhance the collective NDP experience by integrating Augmented Reality (AR) into the celebrations. The NDP Digital Play Pack aimed to enable Singaporeans to engage with the festivities in a new and exciting way, leveraging AR technology to bring the celebration into their homes and smartphones. Objective: The primary objective of the NDP Digital Play Pack was to celebrate Singapore's 58th National Day by offering an innovative and interactive digital platform. The app's purpose was to provide a unique experience, allowing users to participate in various virtual activities, such as dressing up, visiting iconic locations from Singapore's past, and enjoying the parade through AR from the comfort of their homes. By harnessing AR technology, the IMDA sought to deepen citizens' sense of connection and patriotism during the NDP festivities.

The implementation of the NDP Digital Play Pack required meticulous planning and collaboration between Hiverlab, IMDA, the NDP committee and other technology partners. The key steps in the implementation process were as follows: Conceptualization: IMDA worked closely with us to conceptualize the idea of using AR in the NDP celebration. The team brainstormed creative ways to engage users and bring the festivities to life digitally. Technology Development: The development team focused on creating an intuitive user interface and ensuring the app's compatibility with a wide range of smartphones and devices. Content Creation: To deliver an authentic and captivating experience, our creative team and D.ink curated a collection of historical images, videos, and 3D models of iconic locations and parade elements. The content aimed to evoke nostalgia and educate younger generations about Singapore's rich heritage.


The NDP Digital Play Pack was met with overwhelming enthusiasm and participation from the Singaporean population. The app quickly gained traction and received positive reviews from users, with praise for its seamless AR experience and captivating content. Key results and impacts of the initiative include: Widened Reach: The digital platform expanded the reach of the NDP celebrations beyond the physical parade venue. Even those unable to attend in person, such as overseas Singaporeans, had the opportunity to partake in the celebrations digitally. Fostering Patriotism: The immersive fun facts and interactive elements fostered a sense of patriotism and national pride among users, encouraging them to learn more about Singapore's heritage. Technological Advancement: The successful integration of AR in the NDP celebration showcased Singapore's commitment to embracing cutting-edge technology and innovation. Download the NDP Digital Play Pack https://lnkd.in/gcimrY8j https://lnkd.in/gSYM34Dn

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