Marketing Featured Southeast Asia

Grey Singapore launches new brand identity for Spark Connections

Singapore Grey Singapore has collaborated with Spark Connections to launch ‘Serendipity Awaits’ campaign, a new brand identity for the platform, which provides people with interesting and exciting activities to help them improve their social lives.

Spark Connections is a platform that offers specially curated lifestyle events, services and workshops for individuals to enhance their lifestyles. With its new brand strategy, Spark Connection promises to never stop looking for new ways to inspire consumers to take risks and explore new opportunities. The new look and tagline are supported by an integrated campaign that includes influencer marketing.

The ‘Serendipity Awaits’ campaign is a tribute to the people of Singapore who are open to new experiences and intriguing prospects in life. The campaign’s formal launch is being kicked off by guerrilla installations in public parks and urban areas, as well as by partner venues across the island. 

Aaron Phua, executive creative director for Grey Singapore, said that the rebranding stems from the endless allure of life in other places and meeting new people that its target audience is constantly exposed to, either from photos they see on Instagram or their constant hearing of the amazing things friends have done or are going to do. 

Phua emphasised, “We leverage on the persisting FOMO mindset and urge them to be on the lookout – to be in the right place at the right time, in real life; in this beautiful tropical country of ours. All the design and communication touch points are a reflection of that.”

The new brand aesthetic is revealed at ‘Hey, Serendipity!’, a month-long festival with over 30 free events. The campaign will be further amplified by influencers, including Eswari Gunasagar, Aiken Chia, Xenia Tan and Zhin Sadali. 

A short promotional video titled ‘Spark New Experiences’ was released to encourage signups for $100 credits that may be used for freshly curated activities on the festival’s website following the festival.

Marketing Featured Southeast Asia

Head of new Grey SEA commerce unit: ‘Commerce is borderless, and so are we’

Singapore – Global marketing and advertising firm Grey has recently launched a new division – Grey Commerce Collective SEA – where worldwide retail and commerce units from the group have been merged to specifically serve Southeast Asia brands. 

Previous lead of Grey Singapore’s Shopper marketing arm, and now head of the SEA collective following its consolidation, Richa Kapse, said, “Commerce is borderless, and so are we.”

Kapse refers to the holistic arrangement of the Commerce Collective, which brings some highly specialized agencies such as retail interactivity expert Vinyl-I in Seoul as well as Grey’s social and data experts in Singapore to benefit brands. 

“The name Collective was chosen by design because this is truly about collaboration across our Grey network,” said Kapse.

Shortened to bear the nickname GreyCoCo, Kapse shared what has prompted the birth of the collective. 

“Over the past year, we have seen a growing demand from our clients to coordinate the in-store design and communication with complimentary social media assets. Increasingly, we see shoppers expecting brands to have the same storyline across social, e-commerce, and physical retail channels. Similar to bricks and mortar, the millennial and Gen Z shoppers are expecting to be wowed and immersed in a brand experience online.”

For GreyCoCo, Kapse will be reporting to Grey Singapore CEO Konstantin Popovic.

Popovic said, “What makes Grey CoCo unique is that it is embedded in an end-to-end agency, so we are uniquely positioned to deliver ideas that connect content to commerce.” 

The most recent campaign by Grey is for Olay and its exclusive partnership with Shopee on its Brand Day in October. The campaign titled “Adult Fearlessly” targeted millennial women across key SEA markets, using bite-sized content spread out like a mini-series.

“A simple price promotion on a well laid-out brand shelf is no longer enough to drown out the competition. GREY brings the famously effective creative approach to tackle our clients’ commerce business problems,” added Kapse.