TUS wins OCBC Cycle work

TUS    OCBC CYCLE    PITCHES 

Singapore - Digital agency The Upper Storey has won the through-the-line campaign to promote next year's OCBC Cycle Singapore following a three-way pitch.

TUS defeated Y&R and Crush in the pitch, with the unusual result of a digital agency handling all ATL and BTL elements. The campaign TUS will create, which will include print, outdoor and other offline material as well as online, will launch the fourth quarter of next year.

Spectrum Worldwide, the owner and organise of OCBC Cycle Singapore, cited TUS's unnovative use of digital for the whole campaign as a key reason for the appointment.

"They came up with an idea that supports OCBC's participation, leverages on the event's thrill-factor and makes use of offline and online in a very interesting way," Chris Robb, managing director of TUS, said.

Euan Wilcox, business director of TUS, said: "This shows what TUS can do with a wide open brief, clear objectives and a lot of possibilities. It also shows that we place the marketing objectives of clients first, and have put consumer behaviour before the agency structure. Here, the use of digital makes sense and the amplification of that through offline media is not only beneficial, but essential."

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