Union Jack Elevator is a Singapore lift company with thirty years of B2B credibility and almost no consumer-facing presence. We asked: what if the brand stopped chasing tenders and started educating the people who actually ride in lifts?
Union Jack Elevator (UJE) is a Singapore-based vertical transportation company with strong B2B credibility among contractors but almost no consumer-facing visibility. The brief was to develop a marketing campaign that addressed weak brand awareness, low social media presence, and a real educational gap among homeowners and residents around lift safety and modernisation.
We conducted primary research across two audience segments — homeowners and architects (decision-makers), and residents (daily lift users) — using both surveys (n=72 across both groups) and qualitative insights.
The numbers pointed away from a hardware-led pitch and toward something more human: safety education the brand could own.
From the research we built Lift the Future — a three-month campaign repositioning UJE not as a hardware vendor but as a safety educator. Rather than chase tender wins, we focused on building brand loyalty in the local market through Instagram and TikTok content across four pillars.
Every content decision tied back to a research finding. The "what to do when stuck in a lift" slide post directly addressed the 75% who had experienced it. Locked Reels (gated educational content) created a soft conversion path on the homeowner side, paired with a tri-fold physical brochure.
A repositioning the vendor could run on Monday — three months of content, a clear KPI frame (15–20% IG growth, 500+ views/Reel), and a total SGD 2,000 budget. Proof that the lever was a strategy shift, not a bigger spend.
If I ran it again → With a live budget, I'd A/B test the locked-Reel gate before routing the homeowner funnel through it — the conversion assumption is the one thing paper couldn't validate.