The Campaign

We conceptualised a never-seen-before showcase of our bus industry by adopting an edutainment approach where we made use of interactive and experiential activities to bring across our messages. The exhibits were specially curated to reflect the past to provide visitors with a holistic sensory experience. There were numerous tactile elements for the public to experience as they learn about the buses. Additionally, they had the opportunity to feast their eyes on the array of bus-related artefacts on display. The line-up of activities and games were also thematic and planned with the intention to allow the public to relive their bus memories. The public also had a go at being a bus driver on an actual stimulator. We also displayed two life-sized concept buses that showcased possible new interior features of our future buses. A carefully refurbished 1960s vintage bus was also displayed to complement the overall showcase.

Creative Execution

The master creative was developed with a strong focus on people and portrayed buses beyond its traditionally utilitarian image. We adopted an edutainment approach and leveraged highly interactive and experiential activities to bring across our messages. The exhibits were specially curated to reflect the eras that our bus industry went through to provide visitors with a holistic sensory experience. The public could learn about significant milestones and interesting bus facts through tactile elements and feast their eyes on the array of bus-related artefacts that were on display. Onsite activities and exhibits were all thematic and strategically planned to feature highly interactive components such as having a go at being a bus driver at a life-sized bus stimulator and exploring an actual 1960s vintage bus. The Bus Carnival was an innovative platform for Singaporeans to relive their good old days and learn about the present-day and future of bus operations.

Indication of how successful the outcome was in the market

The inaugural Bus Carnival saw a record-high 142,000 visitors which exceeded our target by more than 60%. More than 80% found the event enjoyable and commented that they have learnt more about the bus industry. The public was also very appreciative that we featured interesting and interactive exhibits (e.g. the concept and vintage buses). In fact, the concept buses were such a major crowd-puller that we received an overwhelming number of 22,000 public feedback! Additionally, over $850,000 publicity was achieved with all aspects of the Bus Carnival being featured by the media. On the digital front, we saw a 10% increase in Facebook fans, 20% increase in Twitter followers, and 50% increase in Instagram followers. Our emotive video “Journey” also went viral with over 300,000 views and 6,000 shares on its launch day. To date, the inspirational video has achieved 2.4 million views, 36,000 Likes and 26,000 shares.

Buses have been integral in the personal journeys and memories of many commuters. To instil a deeper sense of appreciation for the Singapore bus industry, we took these shared stories, journeys and experiences of buses and developed them into an interactive showcase for the public to appreciate the achievements of the bus industry and showed them how they continue to play a part with the operationalisation of the BCM. The Bus Carnival came to life in the form of visually compelling exhibits, artefacts, videos, games as well as publicity materials and engagement activities that showcase our messages in an educational and entertaining manner. Singaporeans from all walks of life journeyed with us through time to celebrate and revisit the milestones of the bus industry and at the same time learn about the exciting future with a new livery, possible new bus features, and the new operators under the BCM.