Creating an experience that’s all yours: OCBC Cycle Singapore 2010
After an extended period of feverish excitement, challenges and determined efforts at the TUS offices, the 2010 through-the-line campaign for OCBC Cycle Singapore successfully launched today with a press conference being held at OCBC‘s Chulia Street building.
Here’s an excerpt from our press release which best describes the campaign-
” TUS was tasked with the TTL campaign that includes the innovative website and integrated ATL assets island-wide. At the core of this campaign are people’s experiences at the cycling meet, starting with a contest for all to share their 2009 race moments. The winner will eventually be featured in online and print ads of OCBC Cycle Singapore 2010. Voices of the people are also ‘heard’ in stories and posts on the website aggregated from various social media sources, in the lead-up to the event.
What sets the campaign apart, however, is TUS’s online “enhanced social registration system” that makes signing up easy. It not only melds the contents of the rides but also helps users map back to social connections in Facebook they are already familiar with. Through Facebook Connect, they can see which of their friends have joined or are interested in which rides, making it effortless to team up and cycle together.”
Holding the line
Following are snippets of the various campaign elements being painstakingly hammered together nail by nail.
The event site that harnesses social media to push/pull content and interests.
Enhanced social registration feature
Buses depicting riders cycling on the roads of Singapore
Finishing touches to the artwork at SMRT's depot
Our designer Alan testing the tinting of the bus windows
3D helmets designed for OOH display
3.30am – Securing the 3D helmets in the middle of the night
4.30am – Adjusting the spotlights
5.30am – Alan tests the comfortable seats of the shelter
Cars on the sliding door entrances part to make way for OCBC branch visitors, reinforcing the unique appeal of the event.
We re-created the Nicoll Highway within the branch interior to bring out the actual event's atmosphere.
The launch at Chulia street saw these strange performers back in full force.
Countdown timer outside the branch
Post Launch
In view of thetremendous amount of effort and crazy fun we had so far, here’s another unabashed insertion of the event call-to-action.
If you happen to be in town early March 2010, do consider this a challenge. Are you ready for an experience that’s all yours?
