Singaporeans hate using the public transport. The transport system may be world class, but it is not perfect. Citymapper helps ease this problem, but it's biggest downfall is their lack of brand awareness.
The main target audience of the Campaign are:
Young Millennials of Singapore aged 18 to 35 years old.
The campaign starts with an Instagram Story ad. It leads with an everyday Instagram Story and glitches into a call for submission.
The Instagram Story leads users to the @citymappersg instagram page. Users get to submit their own travel hacks here. At the same time these user generated travel hacks will be featured on the instagram page as content.
User-generated hacks that are featured on Instagram will be strategically placed all around Singapore at various locations of transport. The users will be credited with their instagram tags featured in these ads.
User-generated hacks that are featured on Instagram will be strategically placed all around Singapore at various locations of transport. The users will be credited with their instagram tags featured in these ads.