Hungry? Score Oddle deals on your MRT ride home

F&B tech startup Oddle is delighting train commuters with exclusive dining deals in its latest campaign. The campaign was done as part of a strategic partnership with Stellar Ace as media partner and fractional marketing agency OtterHalf.  Inspired by Singaporeans’ love for food and deals, the campaign's creative concept revolves around the convenience of accessing dining offers and aims to transform everyday journeys into culinary adventures through Oddle's food discovery platform, Oddle Eats.

The campaign targets commuters with exclusive deals including 1-for-1 promotions and up to 40% discounts at over 80 participating restaurants. Commuters can instantly claim these deals by scanning QR codes on advertisement placements that will direct them to the Oddle Eats mobile-optimised website.

Don't miss: Have you seen these themed MRT trains by the National Arts Council yet?

"This campaign is incredibly exciting as it benefits both commuters and our restaurant partners,” said Wei Lin Tan, country manager of Oddle. “Commuters can easily access exclusive dining deals during their daily travels, while our restaurant partners gain increased visibility and customer engagement through this strategic partnership.”

“Our initial concept played on the word ‘tap,’ highlighting that the best dining deals are just one tap away. During the review period, we decided to amplify the call-to-action to ensure that viewers clearly understand what they need to do to claim the deal,” said Cassandra Ong, founder of OtterHalf. 

Advertisements are currently placed at platform screen doors at Braddell, Admiralty, Kranji, Yew Tee and Canberra MRT stations, window stickers in multiple MRT trains along the North-South line and life stickers and digital screens at selected stations.

The digital screens showcase short videos of participating restaurants and the variety of cuisines available through Oddle Eats while the advertisements developed by Oddle and OtterHalf feature informative graphics that highlight where foodies can find these deals.

This approach makes the advertisements relevant to daily commuters and stands out from generic food-related out-of-home advertisements, said Oddle in a statement MARKETING-INTERACTIVE saw. 

In addition, the campaign aligns with Stellar Ace's objective of enhancing commuters' lifestyles as many Oddle Eats restaurants are conveniently located near MRT stations, it added. 

“This partnership allows us to target commuters in high-traffic MRT stations, making it an excellent opportunity to feature the F&B brands on the Oddle Eats platform prominently in high-traffic areas,” added Tan.

“This campaign also allows our customers to enjoy exclusive dining deals effortlessly during their daily commutes, making it simpler than ever to access and enjoy their favourite meals at fantastic prices.”

Earlier in January, commuters on the North East Line were greeted by a themed train decked out with selected art works from Singapore Art Week 2024 (SAW) as part of a three-year partnership between the National Arts Council (NAC) and Land Transport Authority (LTA). Seven train stations along the same Mass Rapid Transit (MRT) line were enlivened with murals as part of the partnership.

The themed train featured a piece of art titled “My Mother Says”, a tapestry of sayings and words of wisdom. It was a co-creation involving 20 Tampines Changkat residents in which participants shared their stories and preserved the wisdom encapsulated in their elders’ words by transmuting them into light installations through creative typography. Other artworks highlighted precincts across seven MRT stations, namely Bugis, Bencoolen, Dhoby Ghaut, Little India, Rochor, Paya Lebar, and HarbourFront.

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