Singha wanted a media channel that could carry a brand-love message rather than a discount. Over five months on MotionReach’s EV taxi fleet, its Celebrates Life on Every Journey campaign delivered 6.79 million verified impressions and reached 1.77 million unique passengers — each of them seeing the film an average of 3.83 times. This singha taxi advertising case study breaks down how route choice turned reach into attention.
The brief
Singha’s platform is about the value of the journey itself, not just the destination. That is an emotional idea, and emotional ideas need time on screen — not a three-second scroll past.
The brief was to reinforce brand love with Bangkok commuters and inbound tourists across both short city hops and long airport runs, in an environment where the audience is seated, unhurried and cannot skip the ad.
What we ran
- MediaMotionReach digital screens, in-cabin
- Fleet500 EV taxis
- RoutesAirport limousine routes, CBD, tourist destinations
- CreativeVideo, full-motion with sound-off legibility
- FlightJanuary – May 2026 (151 days)
- DeliveryFull-service execution by MotionReach + Brandstorm
We weighted the buy toward airport limousine and tourist routes, where average trip duration is longest and the passenger mix skews to higher-value travellers. A long ride is the difference between an impression and an actual viewing: the film could play to completion, repeatedly, without competing with anything else in the cabin.
Because the screens are addressable, route and daypart weighting were adjusted during the flight rather than locked at booking — the same creative worked harder simply by being scheduled where dwell time was longest.
The results
The 3.83× average frequency is the number that matters here. For a brand-love message, repetition against the same person is what shifts recall, and 1.77 million people each seeing the film nearly four times is a very different outcome from 6.79 million single exposures spread thinly.
Every impression in that figure is a verified playback: logged at screen level with GPS and uptime data, not modelled from traffic counts.
Singha ran on taxi digital screen inventory, the in-cabin format in MotionReach’s mobility ooh bangkok network. Because every play is logged at screen level, it reports like any digital out of home advertising buy. For a nightlife version of the same idea, see the osotspa hangster taxi advertising campaign.
Planning something similar? We will build the route, fleet and daypart plan around your objective — and report every impression at screen level.
Request the media kitTaxi advertising in BangkokImpression figures for digital-screen campaigns are verified at screen level from GPS and playback data. Figures for vehicle-wrap and physical installation campaigns are estimated and labelled as such — those formats produce no playback log. Campaign data supplied by MotionReach; published with client consent.
