Overview

monday.com worked with billups to run a citywide OOH campaign from early October to mid-November. The campaign targeted business decision-makers aged 20 to 50, including C-Suite and mid-level executives, with the goal of increasing awareness, consideration, and engagement with Monday.com’s platform. The campaign highlighted the launch of AI capabilities with the message "Monday sidekick – AI you’ll love to use."

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Campaign Highlights

• Multi-environment activation across prime business districts, metro lines, arterial roads, and Changi Airport routes
• Premium formats including digital CLPs, large-format mall screens, static train panels, and street-level displays
• Messaging emphasized ease of use, trustworthiness, and everyday value of AI
• Delivered over 73 million impressions, exceeded delivery by 20 percent, and generated 53 percent incremental media value

‍The Challenge

monday.com wanted to:

• Raise brand awareness and consideration among business audiences in Singapore
• Reach decision-makers in environments where they are most attentive
• Communicate AI capabilities in a way that feels approachable and useful
• Deliver measurable business impact beyond visibility alone

The Solution

billups created a multi-environment strategy to reach professionals during their daily journeys. Key elements included:

• Metro activations: Digital CLPs in high-traffic interchanges and large-format panels in trains on the Main and Circle Lines delivered repeated exposure during commutes
• Office-adjacent and retail placements: Large-format screens in malls and business districts reinforced messaging during high-attention moments
• Arterial road placements: Reached drivers and pedestrians in key business corridors
  
• Event alignment: Campaign timing coincided with peak weekday movement and airport travel, extending reach to local and international professionals
  

The campaign positioned Monday.com as an intuitive, human-centric productivity platform, showing AI as a practical tool that integrates seamlessly into daily work life.

Planning and Execution

• Frequency and repetition were central, allowing audiences to see the brand multiple times a day in different contexts
• Digital CLPs were placed near business hubs, malls, and residential catchments to reinforce professional relevance
• Multi-touchpoint exposure built familiarity and trust while keeping messaging consistent across formats

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Results

• Delivered 73.2 million impressions and exceeded contracted delivery by 20 percent
• Added inventory and strategic placements produced 53 percent incremental media value
• Strengthened brand awareness and trust among business decision-makers
  Demonstrated the effectiveness of premium, high-frequency OOH for building consideration and engagement
  

Key Learnings

• Frequent exposure in professional and high-traffic commuter environments drives awareness, trust, and familiarity
• Multi-touchpoint campaigns across metro, retail, and road environments create meaningful engagement with decision-makers
• Presenting AI as approachable and supportive enhances credibility while reinforcing everyday product value