M1 heavy loaded on MRT

• M1 launches OOH campaign
• Selects four SMRT stations
• Y&R and OMD involved

Singapore - Mobile One is leveraging the power of OOH to promote its new SuperPac mobile plan with the help of SMRT Media.

The campaign is to drive awareness of the plan that caters to a unique segment of mobile users in Singapore - a target audience of people aged between 20 and 49. Y&R was the creative agency while OMD Singapore looked after media duties alongside SMRT Media.

The locations (bulkhead ads at Ang Mo Kio, Tampines, Boon Lay and Jurong East) were selected based on understanding the profile of commuters.

The visual sets itself apart from others, with the bulkhead ad appearing to be torn by the sheer value of the M1 SuperPac. To simulate the poster tearing effect, the visual was printed on a transparent sheet which exposes the light tubes within the bulkhead.

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