Marketing Featured Southeast Asia

SG crime prevention org’s latest anti-scam campaign highlights scary fallout to reach Singaporeans

Singapore – The National Crime Prevention Council of Singapore (NCPC), a non-profit organisation committed to promoting public awareness about crime, has launched their latest anti-scam awareness TVC for its ongoing ‘Spot the Signs’ campaign, aimed at renewing efforts to educate the public about scams that continue to plague the city.

The new spot, which was created in partnership with advertising agency Ogilvy Singapore, uses behavioural science techniques to hone in on the emotional and mental toll of being scammed, and the effect it can have on individuals.

Titled ‘The New Job’, the TVC highlights the scary aftermath and fallout that victims have to deal with after being exploited in a scam. The narrative brings Singaporeans to the realization that they too could have been victims, through juxtaposition with internal monologues, that capture the train of thought that led them to fall for the scam.

Khee Jin Ng, the chairman of Public Communications Sub-Committee, the council of National Crime, and the creative partner of Kheej LLP, shared that many in Singapore have been lulled into a false sense of security by thinking that they are immune to scams. 

“Therefore, NCPC needs to continue in its efforts to raise awareness and educate the public in recognising the different signs of potential scams. We hope that the TV commercial and online video, which forms part of our NCPC Anti-Scam Campaign, will help convey this urgent message to the general public,” said Ng.

According to mid-year statistics released by the Singapore Police Force, scam victims last year lost S$168m to conmen in the top 10 scam categories in the first half of 2021, and a sharp spike from S$63.5m in the same period last year. This comes on the back of a 16% rise in the number of reported scam cases and an 11.2% hike in overall crime.

Mitchell Tan, Ogilvy Singapore’s executive group director, noted that their aim with this latest campaign is to go beyond logic and use emotion and empathy to reach the audience.

“Together our goal was to communicate to the public by using best practice techniques to help craft powerful, behaviour-changing narratives so that people will protect themselves against scams,” said Tan.

Marketing Featured Southeast Asia

SG’s National Library Board launches sequel of national reading campaign

Singapore – As part of the National Library Board’s (NLB) ongoing ‘National Reading Movement’, the statutory board under the Ministry of Communications and Information of the Government of Singapore, has launched a new campaign to encourage Singaporeans to “read more, read widely, and read together.”

The campaign, which was created in partnership with advertising agency Ogilvy Singapore, aims to inspire people to read more books, both fiction and non-fiction, through the NLB mobile app. 

Titled ‘Read More. Be More’, the campaign includes activity across Facebook, Instagram, and YouTube, as well as OOH in MRT stations, and digital display banners, reminding people how reading can turn day-to-day mundane situations into unexpected adventures. 

Moreover, the campaign includes two films – ‘The Unmasked Superhero’, where audiences discover how an unassuming supermarket employee mysteriously knows everything about superheroes, and ‘The Space Explorer’, which reveals how a humble tennis coach is also a budding astronomer. The two stories show how through reading books, people can expand their worlds and be so much more.

Chris Koh, the program director for National Reading Movement, noted that this year’s campaign continues to bring a fresh take in asking people to read more and widely.

“Our intent with this year’s campaign is to connect with audiences in specific everyday moments and demonstrate how reading can unexpectedly help you to be interesting, and this is true no matter what genre, language, or format reading can take,” said Koh.

Nicolas Courant, Ogilvy’s chief creative officer for Singapore and Malaysia, shared that the approach was to introduce reading as the source of how someone becomes interesting.

“By reading, you gain knowledge and knowledge leads to stronger connections with those around you,” added Courant.

Elrid Carvalho, Ogilvy Singapore’s creative director, further shared that the campaign used physical books to create their protagonists, in an aim to pull audiences into the world of books. 

“If we’ve inspired those who may have given up their reading habits, to pick up a book again, then we’ve succeeded in this campaign,” said Carvalho.

The campaign will be running until March 2022.

Marketing Featured Southeast Asia

AU-based skincare brand Swisse marks Thai skincare market entry with latest TikTok campaign

Thailand – Swisse, an Australian-made skincare brand, has announced that its recent campaign on social media platform TikTok has charged the skincare market in Thailand.

The campaign, which was developed in collaboration with advertising firm Ogilvy Singapore, is a hashtag challenge on TikTok that allows the brand to target young women aged 20 to 35 to create strong brand awareness, engagement, and establish its presence in social media and e-commerce.

Titled ‘#MaskingforbeautywithSwisse’, the campaign centers on the idea that no matter how unique or outrageous one’s current facial regimen is, Swisse’s clay masks are simple to use and give better results that can be felt and seen while using all-natural ingredients.

According to Swisse, the challenge encouraged Thai TikTok users to showcase their most unique home facial treatments. Swisse has offered them beauty products valued at THB100,000 as a prize for the most unique do-it-yourself (DIY) facial treatment submissions. 

“The conversion goal was to drive consumers directly from the link on Swisse HTC page to the Swisse Official Brand stores on Watsons, Shopee, and Lazada,” said Swisse.