ZipZap: Drive Freely, No Burden
COE prices hit record highs in Singapore through 2026, pushing car ownership further out of reach and further into people's minds. Car ownership feels heavy. Car access feels light. That was the insight we set out to convert into real consideration for ZipZap, proving it isn't just an idea but a practical way to get long-term car access without the cost and commitment of ownership.
We built two unconventional formats that met Singaporeans exactly where they already deliberate about driving. Both were built to hijack attention offline and travel online, turning a brand awareness objective into a cultural conversation.
A two-part OOH tour, reaction content, street interviews and paid social, capturing raw responses from Singaporeans on how they really feel about car ownership. We took the movement to where deliberation already happens naturally: the Singapore Motorshow, East Coast Park, New Bahru and Orchard Road, each stop culturally distinct, matched to a different car type and a different context on Burden vs Freedom.
The ‘Ball & Chain’ Tour
We brought a literal Ball and Chain carrying our campaign message around Singapore, sparking attention and conversations to rethink car ownership across multiple locations. An installation built on top of a familiar sight, the car, delivered both a visceral image and a poignant message, balanced with branded helium balloons distributed on site carrying a lighter message: car subscription as the freer way to drive. Cameras placed around each setup captured raw reaction films and on-site interviews, each forming its own narrative about driving in Singapore.
The ‘Hot Seat’ Series
A street interview setup where we put Singaporeans in a symbolic seat of weight, a chained car seat, in high-traffic public spaces. Unfiltered conversations moved from lighthearted confession to the heavier realities of car ownership in Singapore, tapping into the emotional core of choosing freedom over burden, unpacking hidden costs, lifestyle choices and commitments, while weaving in moments of "burden relief" that naturally validated the value of a ZipZap subscription.
