Singapore – The Singapore Economic Development Board (EDB) is positioning the country as a reliable and safe place for businesses in a new global campaign in collaboration with The Secret Little Agency (TSLA).
Amidst global concerns about inflation, geopolitical tensions, and volatility, EDB and TSLA’s campaign showcases how businesses can invest in Singapore for stability. The campaign film sets Singapore apart from other parts of the world, tapping into the country being ‘predictable’ as an asset.
TSLA and EDB have been collaborating since 2014, with the latest global campaign marking the preservation of their relationship.
The campaign is set to run across North America, Europe, and Japan, with Mindshare handling media buying and amplification.
“Singapore’s safe and reliable business environment lets businesses do what they do best – innovate, take risks, and make bold moves to succeed in today’s volatile world. We wanted to highlight this juxtaposition in a fresh and striking way; working with The Secret Little Agency, we were able to do just that. We’re already planning the next phase of this campaign, and we’re excited to work with such a wonderful creative partner on building the Singapore business brand,” Sim SzeKi, senior vice president and head of brand, marketing and communications at Singapore Economic Development Board, said.
Nicholas Ye, co-chief creative officer at The Secret Little Agency, commented, “We fell in love with companies that were leveraging Singapore’s well-known value proposition, built around trust and stability, to create groundbreaking, often risky and ambitious innovations. The entire campaign is built off these very real contrasts that we know global C-suites and companies such as Salesforce see and value in Singapore.”
Recently, Salesforce pledged a US$1b investment in Singapore, recognising it as a significant growth market for the company.
