Maybank SG goes full wrap from heartlands to causeway in biggest bus campaign

Maybank Singapore has launched 65 fully wrapped buses in partnership with Moove Media, marking the largest corporate bus fleet campaign in the nation. The activation coincides with the bank’s 65th anniversary and follows updated Land Transport Authority (LTA) guidelines allowing 100% full wraps for the first time in nearly a decade.

The 12-week campaign is part of Maybank’s “Served your way” brand platform and will cover nearly 80% of Singapore’s road network, connecting communities across heartlands, business districts, and cross-border routes.

In conversation with MARKETING-INTERACTIVE, Annie Lee, head of country corporate office at Maybank Singapore said the brand campaign focuses on the bank's commitment to client-centricity and its promise to deliver reliable services and expertise for its clients. "This is where partnering with Singapore's efficient and reliable bus network becomes a natural metaphor."

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The buses act as roving billboards tailored to different services. Business banking content will appear in industrial and commercial districts, wealth management in affluent precincts, and cross-border services on Causeway routes. The creative concept is based on the insight that Maybank is deeply embedded in the daily lives of its clients and reflects the bank’s commitment to journeying with them.

Of the 65 buses, 15 single-deckers operate on the Causeway, highlighting Malaysia–Singapore connectivity, while the remaining 50 double-deckers feature wealth management, business banking, and community financial services messages. Lee added: "The activation is part of our 'Served your way' brand expression and ties closely to our purpose of humanising financial services — meeting customers where they are, both digitally and physically." 

The campaign was executed by Moove Media through Arena Media, with Blak Labs providing creative concepts. "Moove Media is not a new partner to us. However, we were excited to learn about the new guidelines allowing full bus wraps, and it was timely that we were (literally) looking for a vehicle to bring our brand messages across the island," explained Lee.

"It was natural to settle on 65 buses in celebration of our 65th anniversary, and this follows from 65 days of ice-cream giveaways at locations around Singapore shaped like 65," she added.

The buses are part of Maybank’s multi-year campaign, which uses relatable moments, including food as a cultural touchpoint, to build connection with audiences. The campaign also extends to digital and social platforms, with messages served at bus stops, shelters, commercial buildings, and across Facebook, Instagram, TikTok, LinkedIn, YouTube, and Google.

Highlighting the significance under the updated LTA guidelines, Lee said "It’s the largest double decker corporate bus fleet campaign in the nation’s history, following updated LTA guidelines for full wraps. This marks a new era for 100% full bus wraps, signaling renewed opportunities for creative storytelling in Singapore’s OOH landscape"  

The campaign extends beyond buses, with “Served your way, Maybank” initiatives that blend ASEAN food culture with modern banking. Key activations include “Kopi kakis” informal sessions over coffee and food, where customers co-create ideas and give feedback directly to senior management. The bank is also celebrating Singapore’s food heritage in partnership with Makansutra, contributing SG$65,000 to the Central Singapore CDC’s SG60 Silver Buddies initiative.

The anniversary campaign also highlights Maybank’s ESG and cross-border banking initiatives, including the social campaign “The hungry neighbours”, which demonstrates cross-border transactions between Malaysia and Singapore through QR payments, instant fund transfers, and linked accounts. Hosted by Singaporean content creator Pamela Lee Nur Shuhadah and Malaysian comedian Ho Ming Yue, the series aims to make cross-border financial experiences “simpler, more intuitive and human-centred,” according to a Maybank spokesperson at the time. 

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