2024 FlexiLoan Q2 City Hall OOH Campaign
As a Junior Art Director at LIKELY Pte Ltd
Contributed to the conceptualisation, execution, and production of marketing materials for GXS’ 2024 FlexiLoan Q2 City Hall OOH campaign, promoting their acquisition offer for customers new to their FlexiLoan account.
Art Direction
Graphic Design
Experiential/OOH Media
Graphic Design
Experiential/OOH Media
As part of their ‘bank of your dreams’ vision for 2024, GXS wanted to position themselves as a bank that enables customers to reach for their dreams.
FlexiLoan’s low interest rates, no fees, and flexible repayment policies allowed for it to stand out from similar offerings through empowering customers to take loans not just for necessities, but also for purchases they desired.
GXS’ Q2 acquisition offer woud allow a lucky few winners to embark on an all-expenses paid ‘foodie’ trip to a destination of their choice.
I collaborated with the team to transform the upper and lower decks of City Hall MRT, transporting commuters into a surreal dreamscape — turning its multiple platforms into a journey of iconic travel destinations, complete with larger-than-life mouth-watering dishes.
Usage of the space was carefully planned so commuters would alight onto a carpet of clouds — detailing our CVPs — as they came out of trains and dismounted escalators.
To further the illusion, the 4 faces on each of the both decks’ 36 pillars were themed to iconic travel destinations, depicting a famous landmark alongside beloved local favourites.
Meticulous planning of how the Destination and CVP pillars were rostered ensured maximising commuters’ exposure to multiple variations, while also carefully avoiding station signage and fixtures.