DDB Group Singapore Archives

Indonesia – Google Play has teamed up with DDB Group Singapore to launch its new ‘Protect Your Play’ campaign that urges Indonesian gamers to stay vigilant against hidden cyber threats in online gaming.

As Indonesia’s gaming market rapidly expands, Google Play’s campaign aims to alert Indonesian gamers about the risks of neglecting online security, including potential data leaks and scams by cybercriminals on unsecured gaming sites.

The campaign features one of Indonesia’s top action stars, Iko Uwais. Renowned for his roles in The Raid, Expendables, and Star Wars, Uwais is celebrated for his exceptional fighting skills.

Conceptualised by DDB Group Singapore, the campaign film features Uwais navigating the gaming worlds of popular platforms such as Mobile Legends Bang Bang, Freefire, and EA Sports FC. In a dramatic twist, Uwais confronts villains representing online security risks with high stakes as his personal assets and banking details are put at risk.

The campaign also showcases Google Play’s security features, including two-step verification and data encryption, which protect transactions and user data. This technology ensures gamers can safely top up without leaving the game.

In addition to the main campaign film, the initiative features 15-second game-specific ads, gaming influencer battles, and numerous promotions with discounts and game perks, all designed to build excitement and encourage online safety among users.

Vinod Savio, CCO at DDB Group Singapore, said, “A campaign for gamers has to be engaging. Our task was to deliver a serious message in a way that gamers would not only enjoy but also sit up and pay attention.”

Amanda Chan, product marketing manager at Google Play, added, “Marketing to a diverse yet deeply passionate audience like the gaming community is challenging. DDB Group Singapore did an excellent job of focussing on our audience’s shared love of game cinematics to create an educational campaign that works. It’s no mean feat, and the results speak for themselves.”

Singapore – Local electric utility company Senoko Energy has tapped DDB Singapore for an innovative and unique initiative – the first ‘National Singlet Month.’ Said initiative celebrates the little actions in daily life, like wearing singlets, that can create ripples of positive change in energy conservation.

The ‘National Singlet Month’ supports Senoko Energy’s ongoing mission to provide sustainable energy solutions that put Singapore’s Net Zero goals within reach.

The initiative showcases Singapore’s quintessential wardrobe staple to highlight seemingly small daily habits that reduce energy consumption and inspire Singaporeans to contribute to a greener future.

Moreover, the month-long ‘Singlet Wearers’ activation marks the first phase of Senoko’s wider ‘Thank You’ campaign, which spotlights energy savers to support environmental sustainability. DDB kicked off the campaign on 16 July with a social media contest and short film amplified through influencer engagement.

A one-minute video was launched on YouTube, Facebook, and Instagram in collaboration with Mothership and social media influencers Xiao Ming (@sgagxiaoming) and Jayne (@jaynejetplane). Saluting energy savers nationwide, the film calls on all Singaporeans to embrace small actions that lead to big changes in energy conservation.

As part of the initiative, a month-long contest on Instagram and Facebook challenges Singaporeans was launched to encourage locals to submit photos of themselves dressed in a singlet while creatively conserving energy at home. The winner will receive a six-day ecotourism experience for two to the Great Barrier Reef in Cairns, Australia, for which Senoko will offset the carbon footprint. 200 Senoko Energy customers who pledge to support the campaign online will also receive a limited-edition Senoko Energy singlet twinset.

Vinod Savio, chief creative officer at DDB Group Singapore, said, “National Singlet Month is a testament to the power of small actions, like wearing a singlet, in contributing to energy conservation efforts. By dedicating a month to these energy conservation actions, we hope to inspire more people to do their part for a sustainable future.”

Meanwhile, Frederik Baerts, CEO of Senoko Energy, commented, “With the National Singlet Month campaign, we are not only encouraging Singaporeans to reduce their energy consumption. It is a wider movement to recognise the current ways in which Singaporeans are already conserving energy and to encourage them to continue championing such behaviours.”

In addition to ‘Singlet Wearers’, the campaign will spotlight other personas in later phases, such as the ‘Selfless Switcher’ who advocates for power-saving practices like switching off unused plugs, reducing air-con temperatures, turning off lights when not in use to reduce utility bills, and investing in energy-efficient devices. Phase two of the campaign, which will feature more energy-saving personas, is scheduled to launch in 2025.