SINGAPORE, TUESDAY – Singapore’s leading F&B tech startup, Oddle, has launched a groundbreaking marketing campaign in collaboration with Stellar Ace as Media Partner, and OtterHalf, a fractional marketing agency. This innovative initiative aims to enhance daily MRT commutes by offering exclusive dining deals, turning everyday journeys into delightful culinary adventures through Oddle’s food discovery platform, Oddle Eats.
“We are thrilled about this campaign 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.”
The campaign targets commuters at selected MRT stations, providing exclusive deals, including 1-for-1 promotions and up to 40% discounts at over 80 participating restaurants. Commuters can easily claim these offers by scanning QR codes on advertisement placements at selected MRT stations along the North-South and Circle lines.
Advertisements are strategically placed at platform screen doors at Braddell, Admiralty, Kranji, Yew Tee, and Canberra MRT stations. Additionally, window stickers in multiple MRT trains along the North-South line, lift stickers, and digital screens at selected stations ensure maximum visibility and engagement with the target audience.
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Inspired by Singaporeans’ love for food and deals, the campaign’s creative concept revolves around the convenience of accessing dining offers. Oddle and OtterHalf developed engaging and informative advertisements that highlight where foodies can find these deals. This approach makes the advertisements relevant to daily commuters, standing out from generic food-related out-of-home (OOH) advertisements. Furthermore, the campaign successfully aligns with Stellar Ace’s goal of enhancing commuters’ lifestyles.
Interactive elements are a key feature of this campaign. Digital screens showcase short videos of participating restaurants and the variety of cuisines available through Oddle Eats. All advertisements, including window and lift stickers, feature QR codes leading directly to the Oddle Eats mobile-optimized website, accessible via the app, where commuters can browse and claim deals instantly. This multi-faceted approach ensures maximum visibility and interaction with the target audience.
“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.
This campaign is enabled by a strategic partnership between Oddle and Stellar Ace, aligning with Stellar Ace’s objective of enhancing commuters’ lifestyles, as many Oddle Eats restaurants are conveniently located near MRT stations.
“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.”
About Oddle
Oddle is an integrated omni-channel solution that empowers restaurants to deliver first-class experiences and engagements to their customers. Guided by an “Always Restaurant First” philosophy, our mission is to enable every restaurant to take charge of its future by connecting with its best customers through its comprehensive suite of technology solutions and digital services. Founded in 2014, Oddle is the platform of choice for more than 5000 restaurants in Singapore, Malaysia, Taiwan and Hong Kong.
About OtterHalf
Launched in April 2023, OtterHalf is a remote marketing consultancy founded by industry veterans with over 20 years of collective experience in marketing and partnerships within the tech sector. The agency was established by a team that experienced redundancy during a tech layoff, recognising the growing need for specialised marketing support for tech companies with limited resources.
OtterHalf’s services include two options: serving as a fractional marketing team for businesses, where companies pay a monthly subscription, and engaging in project-based work through the traditional agency model, where OtterHalf provides quotes to businesses on a per-project basis.
In just one year of operation, OtterHalf has successfully completed 12 projects, achieving six-figure revenue. The firm was selected among 33 startups for the SMU Business Innovations Generator Incubation Programme by the Institute of Innovation and Entrepreneurship in August 2023, and was a finalist in the ‘New Kid on the Block’ category for Marketing-Interactive’s Agency of the Year Awards 2024. To check out their marketing services, visit www.otterhalf.co.
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