OCBC bank has said it was behind the bright bold red "C" placed all over Singapore as part of its latest campaign titled "Strive for More" which is a play on the "5Cs of Singapore".
The mysterious campaign offered free rides to commuters taking taxis carrying the alphabet "C" during the unbranded phase that lasted until 8 October.
The free ride was made available as soon as customers took a survey via an iPad installed in each of the 50 taxis.
The campaign, which was launched at the start of the month, is aiming to attract and intrigue new customers into finding out more about the bank and its suite of products and services.
It runs in phases across print, out-of-home and on digital mediums. OCBC did not comment on the duration of the campaign stating it is "ongoing".
OCBC worked with creative agency McCann and media agency Carat for the campaign. Digital aspects were handled by Alpha Salmon.
Madeline O'Connor, chief marketing officer, OCBC Bank, said: "The wealth business is our stronghold, and we want anyone who is wondering about how they can grow their wealth to come to us."
She added that as "customers strive for the Cs that matter to them", it is confident of helping them achieve their goals through the suite of products relevant to them.
"OCBC Bank's survey shows that the intangibles - control, confidence, community, can and career - are more important than material gains in Singapore."