OCBC Cycle Singapore 2010/ 2011

Ready for an experience that’s all yours? In OCBC Cycle Singapore 2010, we called for participation in a mass cycling event so everyone could share a common piece of cycling history, yet ride away with a unique personal experience.
Centred round the incredibly rich stories of participants in the inaugural 2009 event, the campaign inspired the always-busy populace to relive these moments or find time to discover new perspectives amid familiar sights. It engaged users even further with its online “enhanced social registration” that allowed everyone to see who among their friends are joining, or were still on the fence.
Riding on the success of the 2010 event, the 2011 campaign invited masses to “hit the road again”. This time, we took a light-hearted approach, exploring touchpoints that were relevant to the event and target audience.