Uber 'chopes' to highlight parking problems in Singapore

'Choping' is a uniquely Singaporean practice, and the objects ('chope agents') used are most often tissue packets (but sometimes also umbrellas), used to reserve seats at hawker stalls. The term is so popular that a restaurant booking in Singapore adopted it.

But for something as big as a parking space, tissue packets may be too miniscule to catch the attention of an approaching driver. So in conjunction with Uber's Asia-wide campaign to address traffic problems, its Singapore division worked with BBH to highlight limited parking spots as a pressing problem Singaporean drivers face. Fake-news Facebook posts ended up being discussed on local news and traffic update sites.

As a cynical creature, Ad Nut somehow doubts that drivers wishing to park would respect a tissue packet as much as diners at a hawker center.

CREDITS

ECD: Joakim Borgstrom
Creative Directors: Omar Sotomayor & Gaston Soto
Art Director: Ronald Bunaidi
Copywriter: Kevin Tosi
Strategist (& Prop Maker): Zoe Chen
Business Director: David Webster
Account Director: Rebecca Levy
Account Manager: Victoria Fernandez
Producer: Lesley Chelvan 

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