Sim Lim Square "Word Play"

Case Study
Sim Lim Square is the #1 techmall in Singapore, and after a long unsuccessful effort to attract more female patrons, the management felt it was time to refocus on their core; technology-loving men.

I came up with a thought provoking, engaging (and a bit cheeky) bus ad campaign, with word play that appeals to these primary visitors to Sim Lim Square, men, through clever headlines which caught their attention and encouraged them to read the soft selling tag-line for the payoff. It allowed Sim Lim Square to showcase the full range of technologies that can be found under one roof in a light-hearted humourous way. Bold, hip and solution oriented, it successfully raised the brand's profile and perception amongst their core target audience.