The in-built iPad unit that allows commuters to complete the survey with ease
Moove Media, ComfortDelGro’s advertising arm, creates hype and attention for OCBC Bank’s latest ‘Strive for More’ outreach with an innovative teaser campaign. Wanting to reach as many Singaporeans as possible with the message of striving for more beyond the ‘5Cs of Singapore’, OCBC Bank leveraged on Moove Media’s premium advertising taxi platform, well-known for their high frequency and mass visibility island-wide.
To kick-start the teaser campaign, a series of 50 taxis were fitted with a simple white ad, featuring nothing more then a large red alphabet ‘C’. On the inside, these taxis were fitted with an in-built panel holding a pre-programmed iPad survey, aimed to better understand the shifting values and definition of wealth amongst Singaporeans today. Catching many unsuspecting passengers by surprise, those that partook in the short survey were rewarded with a free taxi ride to their chosen destination.
A first ever for Moove Media taxi advertising, this well-orchestrated teaser created immense buzz, intriguing commuters to find out more about who was behind this mysterious campaign and what the campaign was about.
Mrs Jayne Kwek, CEO of Moove Media : “We are pleased that Moove Media has been able to achieve such an energetic attraction for OCBC Bank’s latest campaign. With our taxis roving island-wide, commuters are now better informed about the bank’s premium wealth management services”.
Karen Lim, Account Director of Carat, media agency appointed to the portfolio for OCBC Bank, seconded this :
“Moove Media has given us a fantastic platform through which we are able to fully captivate our target audience, thereby allowing OCBC’s stronghold in the wealth business to shine through”.
OCBC Bank’s ‘Strive for More’ Campaign and its Red ‘Cs’ will be roving around Singapore until late December 2012.