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.

Read the Rest of the Entry …

Looks like these guys are. These youths were spotted all raring to go cycling – even without their bikes. From what we hear, they’ll be making their next appearance at the OCBC branch on Chulia Street at 3.15pm, Wednesday 14th October.

All ready to go

Youths spotted on Orchard Road on Tuesday 13^th October, during lunchtime.

Riding forth

Wondering what they’re up to?

So did most Singaporeans, as they did cycling motions, winding through the lunchtime crowd with bicycle bells.