Lendela gets real and transparent in OOH campaign

Singapore-based fintech platform Lendela has turned MRT station windows in Sengkang and Punggol into giant transparent billboards to spotlight the idea that getting a loan should be as transparent as glass.

The OOH campaign, created in partnership with creative agency Sweatshop and Moove Media, is a sequel to Lendela’s earlier light-hearted jab at the frustrations of traditional lending. This time, the brand is going straight for the industry's lack of clarity, using bold typography on see-through panels to dramatise its message.

Despite one in three Singaporeans having taken out a personal loan in the past year, the process remains stigmatised. In fact, Singapore’s per capita personal loan liability rose to S$23,068 in 2024, yet conversations around borrowing remain hushed. By bringing its message to glass, Lendela hopes to shift how Singaporeans think about borrowing and make it more open, informed, and a little less frustrating.

Don't miss: Lendela takes hilarious jab at issues loan-seekers face in new campaign 

While the ads are currently at two MRT stations, it will roll out progressively across more MRT stations, said Lendela in a statement seen by MARKETING-INTERACTIVE. 

"With these unmissable billboards, we’re taking transparency out of online discussions and into real life. Just like everything else, getting a loan should be as transparent as these billboards, and you should never settle for less when taking out a loan," said Vanessa Ng, head of marketing, Singapore at Lendela. 

The campaign leans into pain points borrowers know all too well - opaque terms, confusing fine print, poor customer service - and comes at a time when transparency is top of mind for many Singaporeans, Ng added. 

Meanwhile, Goh Wee Ni, head of marketing at Moove Media said “These new personalised glass-panel spaces exemplify our commitment to enabling brands to connect meaningfully and memorably with their audience."

“Lendela’s bold campaign perfectly complements our approach to shaking up traditional OOH formats," added Goh.

In October last year,  Lendela launched a cheeky campaign titled "No more bullshit, just straight answers", poking fun at the frustrating and often opaque lending process many borrowers face.

Running across TV, radio and social media, the campaign parodied the experience of applying for a personal loan through a short film featuring a man who, instead of getting clear answers, is met with cryptic riddles from a sage on the phone until he turns to Lendela for a smoother experience.

Related articles:  
Kronenbourg 1664 brings fashion fizz to the streets in bold OOH takeover  
Subway SG rolls out scent-sational OOH campaign  
How Mandai Wildlife Group and Moove Media reimagined OOH by bringing the wild to the city