R/GA Develops Zig, an Integrated Mobility and Lifestyle Platform for ComfortDelGro in Singapore

In October 2021, R/GA, a global agency, collaborated with ComfortDelGro (CDG), a major transport operator in Singapore, to launch Zig, a new integrated mobility and lifestyle platform. This initiative responded to CDG's declining market share, which had been impacted by competition from tech-based services like Grab and Gojek, as well as reduced travel during the COVID-19 pandemic. R/GA conducted research revealing that Singaporeans, familiar with their small island, sought new ways to enjoy urban experiences together. Zig was conceived as a super app combining CDG's transport network with lifestyle offerings such as rideshare, food delivery, restaurant bookings, and social meetups. The platform was built from the ground up using R/GA's multidisciplinary approach, encompassing consulting, design, and technology, and was centered on the concept 'Be Moved.' The brand identity, named Zig, reflects two modes of user behavior: 'zig' for efficient travel from point A to B with a utilitarian design, and 'zag' for exploratory journeys with playful, gamified elements like illustrated characters. This project demonstrates how established companies can innovate through holistic brand and technology strategies to compete with high-growth startups.