Marking its 65th anniversary, Maybank Singapore has partnered with Moove Media, Singapore’s leading outdoor advertising specialist, to roll out 65 fully wrapped buses, the largest corporate bus fleet campaign ever undertaken in the nation.
It has been almost a decade since Land Transport Authority (LTA) has approved full 100% bus wraps for a corporate campaign, a milestone that opens new possibilities for large-format storytelling in Singapore’s out-of-home (OOH) landscape.
The collaboration between Maybank and Moove Media reimagines how brands can connect with people on the move, turning city streets into a platform for creative expression and community engagement.
The 12-week campaign, part of Maybank’s ongoing brand platform ‘Served Your Way’, features buses that will ply islandwide routes, connecting communities across the heartlands, business districts and even cross-border routes.
A Moving Tribute to 65 Years of Humanising Financial Services
Among the 65 buses, 15 single-deckers will operate on Causeway routes, carrying creative executions that spotlight Malaysia–Singapore connectivity, a reflection of Maybank’s cross-border heritage and its role as a bridge between communities.
The remaining 50 double-deckers feature messages highlighting the Bank’s Wealth Management, Business Banking, and community engagement pillars.
“At Maybank, customer centricity means being present where our customers are, in the spaces and moments that shape their everyday lives,” said Alvin Lee, Country CEO, Maybank Singapore.
“This campaign quite literally takes our brand onto the roads, connecting with people across neighbourhoods and communities as we celebrate 65 years of serving Singapore with trust and care.”
Rooted in its ‘Served Your Way’ brand manifesto, Maybank’s purpose of Humanising Financial Services continues to guide how the Bank connects with communities through thoughtful service that blends innovation with a human touch.
Innovation in Outdoor Media
As the creative force behind the fleet, Moove Media delivers a breakthrough for Singapore’s OOH industry by executing the first 100% bus wrap project approved by the LTA in the last decade.
“In an increasingly digital-first world, OOH remains one of the most trusted and effective mediums for brands to connect with audiences in physical spaces. It serves as a unifying touchpoint that bridges online and offline engagement, much like how banking connects digital convenience with real-world presence,” said Jeffrey Kwek, Chief Executive Officer, Moove Media.
“OOH’s versatility and scale, as demonstrated by Maybank’s 65 fully wrapped buses across Singapore, make it an indispensable platform for building brand visibility and trust.”
This partnership demonstrates that even in a digital-first era, OOH media remains a powerful way for brands to connect with communities. In a landscape where attention is fragmented across screens, the physical presence of a moving, larger-than-life campaign creates rare moments of shared visibility and real-world engagement.
It’s a reminder that connection lives in everyday encounters, from city streets to neighbourhood estates, with each bus becoming a moving touchpoint.
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