Maybank turns Circle Line train into a live theatre on adulting

Last weekend, Maybank turned a Circle Line train into a live theatre, bringing more than 200 young Singaporeans into an interactive experience about money, relationships and the realities of adulting.

Held at Dhoby Ghaut MRT Station, the activation featured actress, director and content creator Annette Lee and content creator Jenn Chia, who used live performances, humour and audience interaction to explore the choices and milestones that come with young adulthood.

Titled "Adulting journey. Served your way", the experience saw participants become part of the performance as Lee and Chia sparked conversations around career choices, finances, housing, relationships and other decisions that come with growing up.

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Annie Lee, head of country corporate office at Maybank Singapore, said the activation was intended to make conversations around money and major life transitions feel more approachable for young adults.

"Adulting does not come with a handbook," she said, pointing to the range of decisions young adults face across careers, relationships, housing and finances.

Tony Heng, president at Stellar Experience, said the collaboration demonstrated how public transport environments could be used to create experiences that bring entertainment and real-life moments together.

Content from the activation was also extended across digital and social channels, with the experience used to continue conversations around financial confidence and life readiness among young Singaporeans.

The live experience is part of Maybank's wider "Served your way" campaign, which focuses on supporting customers through different stages of life, from entering the workforce and buying a home to building wealth and planning for retirement.

MARKETING-INTERACTIVE has reached out for more. 

The campaign's Circle Line presence began in July as part of a four-month takeover launched to coincide with the completion of the rail line. Created with out-of-home media company Stellar Ace, the wider activation saw Maybank's signature yellow take over stations and trains across the network, including themed train cabins inspired by everyday settings such as a grocery store and Peranakan café.

The OOH campaign was designed to reach more than 16 million passenger journeys each month, spanning major interchanges including Bishan, Serangoon, HarbourFront and Bayfront.

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