Singapore – Maybank Singapore has launched a large-scale out-of-home (OOH) campaign as part of its 65th anniversary celebrations, partnering with Moove Media to deploy 65 fully wrapped buses across the country. The initiative is the largest corporate bus fleet campaign undertaken in Singapore and is the first 100% wrap campaign to be approved by the Land Transport Authority (LTA) in almost a decade.
The 12-week campaign sits within Maybank’s ‘Served Your Way’ brand platform and will see buses operating across the island, including the heartlands, key commercial districts and the Causeway. The fleet comprises 15 single-deckers on cross-border routes featuring visuals tied to Malaysia–Singapore connectivity, and 50 double-deckers promoting the bank’s wealth management, business banking and community-focused messages.
“At Maybank, customer centricity means being present where our customers are, in the spaces and moments that shape their everyday lives,” said Alvin Lee, country CEO at Maybank Singapore. “This campaign quite literally takes our brand onto the roads, connecting with people across neighbourhoods and communities as we celebrate 65 years of serving Singapore with trust and care.”
Moove Media produced the creative execution for the campaign, delivering what it describes as a breakthrough for Singapore’s OOH sector through the scale and format of the bus fleet.
“In an increasingly digital-first world, OOH remains one of the most trusted and effective mediums for brands to connect with audiences in physical spaces. It serves as a unifying touchpoint that bridges online and offline engagement, much like how banking connects digital convenience with real-world presence,” said Jeffrey Kwek, chief executive officer at Moove Media.
He added, “OOH’s versatility and scale, as demonstrated by Maybank’s 65 fully wrapped buses across Singapore, make it an indispensable platform for building brand visibility and trust.”
The campaign aims to reinforce Maybank’s positioning around accessibility and community presence, while also signalling renewed opportunities for large-format storytelling within Singapore’s outdoor advertising segment following the LTA’s approval.
