Main Topic: Marketing Messages While Getting Around in Singapore

Hosts: James Stanworth , Clyde Warden

Getting around in Singapore is quite different from Taiwan, China, and even Hong Kong. The effort to create an efficient and organized system that is also foreigner friendly is evident. Not only is the public transportation system well integrated, the integrated marketing efforts fully take advantage of the system. In this episode, James and Clyde look at the different ways to get around and examine some examples of integrated marketing efforts.

The priority in Singapore seems to have been to build an efficient and fast road system. In the late 80s, car ownership was still low, and a number of controls strongly discourage car ownership, with some unexpected results in impacting consumer aspirations. Walking is easier as sidewalks tend to be clear, and clean, while motorcycle lanes, as in Taiwan and China, are non-existent. The MRT system has been under serious construction and expansion non-stop since the early 90s. Certainly the speed of expansion is much slower than cities in China, but the stations in Singapore are of a much higher quality. Most obvious is the interesting and creative advertising campaigns executed in the MRTs and often linked up with buses and taxis.

Everyplace in the MRT car will become one marketing message.

Photos:

• (1) A wall billboard on entering MRT. (1) A wall billboard on entering MRT.
• (2) MRT track barrier is clear plastic. (2) MRT track barrier is clear plastic.
• (3) Across multiple barriers, the same message. (3) Across multiple barriers, the same message.
• (4) Next to the ad is a public service advert. (4) Next to the ad is a public service advert.
• (5) Interesting contrast as the train pulls in. (5) Interesting contrast as the train pulls in.
• (6) On entering, the opportunity for marketing messages is clear. (6) On entering, the opportunity for marketing messages is clear.
• (7) Window graphics referring to part of the ad on the seat. (7) Window graphics referring to part of the ad on the seat.
• (8) Warning sign, showing the multi-lingual setting of Singapore. (8) Warning sign, showing the multi-lingual setting of Singapore.
• (9) MRT warning signs. (9) MRT warning signs.
• (10) MRT directions. (10) MRT directions.
• (11) Security cameras at MRT entrance. (11) Security cameras at MRT entrance.
• (12) Pointing in every direction. (12) Pointing in every direction.
• (13) Decals on all parts of the MRT car to create optical illusions. (13) Decals on all parts of the MRT car to create optical illusions.
• (14) Carl's Jr. campaign. (14) Carl's Jr. campaign.
• (15) Strong colors and graphics. (15) Strong colors and graphics.
• (16) Clear simple colors and fonts to send the message. (16) Clear simple colors and fonts to send the message.
• (17) Each phrase reinforcing the double entendre. (17) Each phrase reinforcing the double entendre.
• (18) Hard to miss the meaning. (18) Hard to miss the meaning.
• (19) Surprised this didn't get some complaints. (19) Surprised this didn't get some complaints.
• (20) And again. (20) And again.
• (21) Okay, this is over the top. (21) Okay, this is over the top.
• (22) Along the whole car, the message is reinforced. (22) Along the whole car, the message is reinforced.
• (23) Window decals combine the B&W wording with strong color graphics. (23) Window decals combine the B&W wording with strong color graphics.
• (24) Unusual shapes are easy to produce for window decals, while sitting right in place people are looking. (24) Unusual shapes are easy to produce for window decals, while sitting right in place people are looking.
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