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 appealed 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 humorous way. Bold, hip and solution oriented, it successfully raised the brand's profile and perception amongst their core target audience.