Uber takes to Singapore’s public train network with jaunty ‘Make your move’ campaign

Car-hailing app Uber has launched a campaign on the most commonly used transport system in Singapore, the MRT, and released a video featuring joyful millennials dancing after they’ve completed their journey.

Uber Singapore

The outdoor ads are running at one of Singapore’s busiest MRT stations, shopping district Orchard. The ad copy reads, “Because nights to remember start by leaving home. Make your move.”

Another ad featuring mother and child reads “Because the city is your family playground. Make you move”.

Uber ads at Orchard

The campaign, which went live this month, features a video posted on Uber’s Facebook page featuring young Singaporeans dancing in and over an Uber car.

Short, five-second versions from the commercial have been produced, such as this one filmed on Orchard Road.

Copy with the video reads: “It’s amazing how a simple tap of a button can get you to where you want to be anytime, anywhere. Celebrate this great city and experience the joy of arriving at your destination in an Uber. Make your move.”

The ad hasn’t received the perfect reception, with some Uber customers using the post as an invitation to criticise the app’s service.

Uber Singapore criticisms from Facebook users

The launch comes under a year after Uber hired former McCann Singapore executive creative director Ali Grayeli as regional ECD.


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