A friend posted a photo on social media and it immediately got my attention as it featured an ad by popular ridesourcing company Uber on a public bus in Singapore. There is a slogan there that reads: “Because weekends come once a week, make your move.” This statement is a promotion for Uber, which is already making inroads in the city state where taxi services are probably among the better ones in the world in terms of service quality and efficiency.
The ad itself is a contradiction in terms of who is promoting itself and where it is being promoted. Such promotion gimmicks are not beyond companies like Uber, which project themselves as mavericks in what are considered as traditional areas such as transport. Here is the photo of Uber advertising on a public bus in Singapore:
Taxi ownership and operations (i.e., driving) in Singapore is restricted to Singaporeans. Uber faced some issues with their operations as there were a significant number of foreigners, it seems, who took to Uber as a means for employment. In a city-state like Singapore, which discourages private car ownership and use through schemes like congestion pricing and the provision of high quality public transport services, Uber could face a much stiffer challenge to its march towards dominating conventional taxis.