For the last four weekends, commuters have been enjoying free "royal" shuttle service that looped from Plaza Singapura, the Singapore Management University’s School of Business to the Istana.
This royal bus was an SBS Transit bus which had undergone a complete makeover with the help of Moove media as part of F&N Creameries Singapore’s publicity for its latest offering – JWEL, from the Ice Cream Empire.
The wholly-wrapped single deck bus came with an interior resembling that of a royal grand hall. Not only did the seats come with digitally embroidered seat covers, but the walls, poles, railings, floor and ceiling were wrapped in the same teal and gold colour scheme to create the feel and look of “royalty”.
The campaign promoted the five classic ice cream flavours and is also currently running on radio, OOH and print. The media agency behind the campaign is Mindshare and Ogilvy RedWorks handled the creative execution.
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Known as the JWEL Royal Ride, Class 95 radio DJs were also on board to meet, entertain, and play games with the crowd.