Lendela transforms MRT station windows into transparent billboards, tapping Moove Media’s tailored ad spaces in bold transparency push

Singapore, 27 May 2025 — Lendela, a Singapore-based fintech platform that matches borrowers with personalised loan options from Singapore’s largest financial institutions, has transformed some MRT station windows into giant transparent billboards to bring home a simple message—loans should be so transparent you can see right through them.

Following from their earlier campaign that took a lighthearted jab at the frustration borrowers experience in the traditional lending process, the transparency themed sequel campaign points out the inherent opacity in the borrowing experience while juxtaposing it against transparent glass billboards.

The copy-led creative strategy tackles frustrations borrowers face interacting with the traditional lending industry, such as confusing fine print, opaque processes, roundabout responses to queries, and generally lacklustre customer service—issues all too familiar to many Singaporeans.

Known for pushing boundaries in outdoor advertising, Moove Media, the advertising arm of ComfortDelGro, has unveiled several novel glass-panel advertising spaces in key MRT and LRT stations, notably Sengkang and Punggol. Through a collaborative and experimental approach, Lendela and Moove Media turned these spaces into giant glass billboards, leveraging impactful typography printed on transparent glass panels to convey Lendela’s commitment to offer Singaporeans full transparency when it comes to loans.

Vanessa Ng, Head of Marketing, Singapore at Lendela, shared: "This strategic opportunity with Moove Media came at a time when the idea of transparency was clearly top of mind for many Singaporeans, as they looked at the issues, controversies, and biggest news stories around them. We saw the marketing opportunity immediately because of the natural brand alignment, and it’s been a really fun campaign to work on. With these unmissable billboards, we’re taking transparency out of online discussions and into IRL. Just like everything else, getting a loan should be as transparent as these billboards, and you should never settle for less when taking out a loan."

Moove Media, a leader known for its daring and innovative OOH concepts such as the iconic 39-metre digital 'Great Wall' at Dhoby Ghaut NEL station, and Singapore's first smart digital taxi billboards launched in 2024, sees this partnership as a continuation of its disruptive approach to outdoor advertising.

Ms Goh Wee Ni, Head of Marketing at Moove Media, said: "At Moove Media, innovation is in our DNA. These new personalised glass-panel spaces exemplify our commitment to enabling brands to connect meaningfully and memorably with their audience. Lendela’s bold campaign perfectly complements our approach to shaking up traditional OOH formats."

This partnership reinforces both brands’ reputations as industry disruptors committed to reshaping customer experiences—whether in borrowing or advertising—through meaningful engagement.

Lendela's ad installations are now live at the MRT and LRT stations in Sengkang, and will be expanding their reach to other stations progressively. Over the past year, Moove Media has worked with a diverse portfolio of brands, including McDonald’s, Deliveroo, foodpanda, Coca-Cola, Lazada, Grab, Gojek, Shopee, Taiwan Tourism, UOB, Disney, Royal Caribbean, DBS, Citibank, and the Health Promotion Board.

Despite one in three Singaporeans having taken out a personal loan in the last twelve months (Finder, 2021) and Singapore’s per capita personal loan liability* rising to $​​23,068 in 2024, borrowing is stigmatised and often kept a secret. That lack of open conversation has led not just to an opaque lending industry, but also a slow, expensive, and frustrating experience for borrowers.

Lendela hopes to reshape how Singaporeans think about borrowing with its unique brand of humour and storytelling, and in the process challenge preconceived notions about borrowing that have hurt Singaporeans’ ability to make informed financial decisions, since a more transparent and efficient lending industry means more options and savings for them. 

Through its unique loan matching platform, Lendela matches borrowers with multiple personalised loan options from over 70 banks and providers in minutes, ensuring that borrowers always have the power to choose from all their available options. This is game-changing because borrowers have never been able to access all their available loan options without severely damaging their credit scores or taking ages to do so.

Since its inception in 2018, Lendela has facilitated over half a million loan applications alongside more than 100 lending partners. The company raised S$7 million in an oversubscribed Series A in 2023 to scale its unique model across Asia Pacific. Lendela currently serves customers in Singapore, Hong Kong, and Australia, with an office in Malaysia.

* Based on total resident population in 2023 and total personal loans liability in Q1 2024.

About Lendela
Founded in 2018, Lendela is a fast-growing fintech on a mission to simplify financing and enable greater financial access. The platform matches borrowers with personalised loan options through a simple application, empowering borrowers with choice and transparency while offering an alternative to the cumbersome and opaque traditional lending landscape. Since its inception, Lendela has facilitated over half a million loan applications alongside more than 100 lending partners. In 2023, Lendela successfully raised S$7 million in an oversubscribed Series A to scale its unique model across Asia Pacific. The company’s backers include Singlife co-founder Walter de Oude’s Chocolate Ventures as well as prominent Singapore-based VC firm Cocoon Capital. Lendela currently serves customers in Singapore, Hong Kong, and Australia.

About Moove Media
Moove Media Pte Ltd is the advertising arm of ComfortDelGro and has been in operation since 2005. In Singapore, Moove Media offers an integrated Out-of-Home advertisement platform on SBS Transit buses and interchanges, rail (North East Line, Downtown Line, Light Rail Transit systems in Sengkang and Punggol), ComfortDelGro taxis, ComfortDelGro buses, as well as other prime ambient sites reaching commuters islandwide. For advertising, please contact [email protected] or +65 6383 7035.