Land Transport Authority (LTA)
Downtown Line 2 launch publicity
Leveraging different media channels to connect with the various target audience
The public transport system is always a hot topic among Singaporeans. With the launch of the Downtown Line 2, commuters can have more choices, save more time and make fewer transfers.
This was our opportunity to craft an integrated campaign to communicate the benefits of greater connectivity, convenience and accessibility to the public.
Our 8-week campaign leveraged on Out-of-Home, Print, Radio and Social Media to reach the target audience of residents, students, nature lovers, foodies and motorists.
Through our understanding of their lifestyle and motivations, we crafted messages and content that are eye-catching and relevant.
This includes getting motorists to give their car a break and ride the new MRT line as well as getting foodies, students and working adults closer to their destinations.
A brochure and lifestyle magazine was also produced with original content such as insider information about the train network’s construction, station art, hidden gems and places of interest along the stations.
The campaign was supported by an “always-on” social engagement on Facebook and Instagram. We identified and collaborated with key online influencers as well as executed fun games and social contests.
Post-campaign survey exceeded expectations—96% message comprehension was achieved and 83% of Open House visits were due in part to the advertising campaign. The 4.98% click-through rate for digital advertising was significantly higher than the industry benchmark of 0.05%.