The Challenge
Connecting Singapore to the charms of the East
The East is beloved for its laid-back lifestyle, beautiful heritage sites, and vibrant food scene—offering a unique charm unlike anywhere else in Singapore. However, accessibility has been a challenge, especially for those living outside the East.
With the launch of seven new stations on the Thomson-East Coast Line (TEL4), connecting with the East is now easier than ever. So, how can we encourage the rest of Singapore to discover the East through TEL4 and join LTA’s TEL4 Public Preview Event?
Solution
Igniting Singaporeans’ curiosity for the East through curated TEL4 experiences.
With Singaporeans always on the hunt for hidden gems and the latest events, we showed that the East has something that can appeal to all their senses — whether it’s a taste, a sight, or a scent. Our campaign, “Treat 4 the Senses”, in collaboration with Klook and local merchants near TEL4 stations, highlighted the exciting activities available in the East.
This was our second time teaming up with Klook, following a successful partnership for TEL3! We chose Klook as our platform partner to leverage its strength as an activities booking platform, making this partnership bigger and better by drawing more attention to the public preview event and enhancing the overall experience.
We curated special experiences easily accessible via the TEL4 stations, to build anticipation for the TEL4 launch. Every booking made through our campaign landing page came with free, limited-edition TEL4 x Klook enamel pins which are vibrant and intricately designed to capture the essence of the East and TEL4.
To amplify the campaign, we partnered with local influencer Chiara Ang — a Westie who rarely visits the East — to showcase her experience of the three curated activities, easily commuting from one place to another via TEL4. Her authentic enthusiasm brought the promotional video to life, boosting awareness of the unique TEL4 experiences and highlighting TEL4’s enhanced accessibility to the East’s attractions.
On LTA’s Preview Day, we engaged the audience with QR codes placed around the stations, leading to a campaign landing page featuring details about the TEL4 experiences, a quiz, and fun facts about the new stations. Participants who completed the quiz stood a chance to win freebies like ice cream, scented candles, and Klook discounts! With the answers scattered throughout the campaign page, it encouraged participation and boosted the chances of winning. Both online and on-ground activations fueled excitement across brand customer bases, emphasising TEL4’s convenience and encouraging Singaporeans to explore the East with ease.
Result
1.3+ million
Total reach across all social media content
11.8+ thousand
Total website sessions on the campaign’s landing page
5.9+ thousand
Wall sticker QR code scans
+227% in wall sticker scans
Compared to TEL3’s Klook campaign
149 total purchase
Of curated TEL4-inspired Klook experiences