How PLUS Made Public Amenities Worth Talking About
Objective
PLUS aimed to change public perception of its R&R washrooms following negative feedback from its Customer Satisfaction Survey. The goal: highlight real improvements, rebuild trust, and reframe the conversation around public amenities.
Challenge
Rest stops are rarely associated with excitement — let alone content. With years of dissatisfaction shaping public opinion, PLUS needed to go beyond a basic announcement. It had to show, not just tell, that the experience had improved.
Result
1.9 million total reach
454,000 impressions on TikTok
379,000 video views
9,000+ total engagements
439% higher engagement than GLC benchmark
Insights
Audiences are more likely to trust content that features real people and relatable experiences — especially when it comes to public facilities. Authenticity outperforms polished claims, and creative formats help mundane topics stand out.
Strategy
We leaned into visual storytelling to dramatise the transformation while keeping things grounded through public voices. By combining cinematic treatments with real reactions, we aimed to make an everyday upgrade feel share-worthy and credible. Content was also localised to reach both English- and Malay-speaking audiences across our platforms.
Execution
- Produced short-form videos using special effects to visualise the transformation
- Captured vox pop interviews with real travellers at selected R&Rs
- Published content across TikTok, Instagram Reels, and Facebook Reels
- Localised for distribution via SAYS (ENG) and SEISMIK (BM)
Key Takeaway
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