The Challenge
Held biannually, THE CAR EXPO is Singapore’s biggest automotive show. The perennial challenge is to cut through a competitive market to consistently attract a high volume of serious, purchase-ready consumers and car enthusiasts over a single weekend, even amid conditions such as surging premiums for Certificates of Entitlement (COE).
The objective is not just to generate foot traffic, but to create a dynamic sales environment that delivers measurable results for a diverse range of new and pre-owned car dealers, as well as accessory specialists.
Our Solution
THE CAR EXPO is powered by SPH Media’s fully integrated, multi-platform marketing engine, designed to build massive awareness and drive purchase intent. The May 2025 edition saw this strategy deliver exceptional results, with 48 brands — including 12 newcomers — showcasing their latest products to a strong and steady crowd of eventgoers.
Before, during, and after the high-octane two-day event, we activated a comprehensive omnichannel strategy that drives measurable awareness and traffic, engaging consumers at every touchpoint.
The momentum was sustained through extensive print coverage in four languages and high-impact out-of-home (OOH) placements to sustained digital and social media content, as well as over 600 radio spots across five stations.
On-site, we created a high-energy consumer experience with prominent branding, live DJ sets from SPH Media’s radio stations Kiss92 and ONE FM 91.3. Fun activities like trivia quizzes and a car racing game also added to the lively atmosphere throughout the event.
At the event, brand representatives maximise the ample opportunities to engage with visitors, providing insights and personalised recommendations. This is supported by attractive giveaways to incentivise purchases: those who bought a car received up to $1,000 worth of SPC cash vouchers, and the first 1,000 daily visitors received a limited-edition THE CAR EXPO thermal tumbler.
This 360-degree approach ensures we surround our target audience, creating an unmissable event that directly translates into showroom traffic and sales.
