ADVERTISING, ART DIRECTION

Citymapper is an award winning transport application. They integrate data for all urban modes of transport, from walking and cycling to driving, with an emphasis on public transport. They currently work in 39 cities worldwide with Singapore being one of them. Citymapper’s biggest issue in Singapore is the lack of brand awareness. People generally have not heard of it or bothered to use it. They do not know enough of Citymapper for it to be an important part of their daily lives. So, I sought to solve this problem, with a Brand Awareness Campaign for Citymapper.

We may have a world-class transport system but Singaporeans hate using the public transport. The transport system may be good but it is not perfect. Because all of the inconveniences, Singaporeans have their own ‘travel hacks’ that they use in their daily commute to make it more tolerable.

The main target audience of the Campaign are the:

Young Millennials of Singapore aged 18 to 35 years old.

They hate crowded places and huge crowds of people. As time is of an essence to this tribe of people, they dislike waiting and always seek to be as efficient as possible. Due to being of a working age, they are perpetually tired and want to rest on a long journey. Millennials in this generation grew up in the 90s, where they experienced the growth of technology. As a result, they are tech savvy and always have their smartphones in their pockets.

The idea of Travel Hacks is to crowd source the hacks that Singaporeans have developed to deal with the inconveniences of public transport and share them with the Target Audience.

The campaign starts with an Instagram Story advertisement. 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.

The goal of this brand awareness campaign is to boost Citymapper’s local online social media presence, encouraging Singaporeans to use the app in their daily lives, therefore aiding them in their commute.