Maybank Singapore turns the Circle Line even more yellow

Maybank Singapore is bringing its "Served your way" campaign to Singapore's MRT network through a four-month brand activation across the Circle Line in partnership with out-of-home (OOH) media company Stellar Ace.

Timed with the completion of the Circle Line, the campaign will see Maybank's signature yellow take over stations and trains across one of Singapore's busiest rail networks, reaching more than 16 million passenger journeys every month.

Building on its existing OOH strategy, the activation is designed to create an immersive commuter experience rather than a traditional advertising placement. Commuters will encounter a consistent Maybank presence throughout their journeys, including themed train cabins inspired by everyday experiences such as a grocery store and a Peranakan café.

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According to the bank, the campaign celebrates the completion of the Circle Line while reinforcing the connectivity at the heart of its relationship with customers and communities.

"At Maybank, our purpose is humanising financial services. Locally, our 'Served your way' campaign reflects our commitment to serving customers in ways that are meaningful to them," said Annie Lee, head of country corporate office at Maybank Singapore.

"The completion of the Circle Line is a reminder of how connectivity brings people, businesses and communities closer together. These are values that resonate strongly with us," she added.

Meanwhile, Tony Heng, president of Stellar Ace, said the activation demonstrates how brands can create meaningful engagement through shared commuter journeys.

"The completion of the Circle Line brings people, places and opportunities across Singapore closer together. We are delighted to partner with Maybank, bringing its 'Served your way' campaign to commuters across the Circle Line network," he said.

"At Stellar Ace, we believe the best out-of-home campaigns connect brands with people in meaningful and relevant ways. By bringing together stations and trains across the network, we are demonstrating how brands can engage consumers through shared everyday journeys to create memorable moments that stay with commuters," Heng added.

The activation will run for four months across the Circle Line, including major interchanges such as Bishan, Serangoon, HarbourFront and Bayfront.

Previously, Maybank Singapore expanded its "Served your way" platform onto Singapore's roads with 65 fully wrapped buses in partnership with Moove Media, marking what the bank said was the country's largest corporate bus fleet campaign following updated Land Transport Authority guidelines permitting 100% full bus wraps.

The 12-week activation coincided with Maybank's 65th anniversary and covered close to 80% of Singapore's road network, with buses tailored to promote different banking services across business districts, residential estates and Causeway routes.

Speaking to MARKETING-INTERACTIVE at the time, Lee said the campaign was built around the bank's client-centric approach and purpose of humanising financial services by meeting customers "where they are, both digitally and physically".

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