Tag: Singapore

Singapore – Retailer FairPrice Group, has unveiled its ‘Love prospers in the little things’ campaign to celebrate the Lunar New Year, highlighting the values of connection and gratitude. 

The integrated campaign was made in collaboration with Homeground United, an agency comprising Omnicom Production and TBWA\Singapore.

At the center of the campaign is a film following a feline named Mi Bao exploring its neighbourhood. The film highlights moments between family, friends, and strangers that are often overlooked yet embody the spirit of the season.

As part of the campaign, FairPrice presents activations, the ‘Chinese New Year Block Parties,’ which blends cultural experiences and games. Participants can get a chance to win an exclusive Mi Bao plushie sets.

The ‘Love prospers in the little things’ film can be viewed on television and online channels.

“Based on this cultural insight, we believed that a storytelling approach would have a greater impact in capturing the true essence of this festive season. In many Asian cultures, love often finds expression in the subtle, unspoken moments – a shared glance, a gentle touch or a quiet act of service. These understated gestures carry profound meaning and resonate deeply, which we felt a typical jingle or comedic film wouldn’t fully capture,” Loo Yong Ping, executive creative director at TBWA\Singapore, said.

“At FairPrice, we believe that love thrives in the little things — keeping to familiar and meaningful rituals that celebrate kinship during Chinese New Year. From preparing a hearty meal to the joy of giving, these moments of connection are what truly make the festivity special for those you love. Just like Mi Bao (咪宝), we see the love in everything our customers do, and it’s our purpose to make their everyday a little better as they shop from an abundant selection of festive goods at great value,” Alison Ee, director & head of customer & marketing (retail business) at FairPrice Group, commented.

“We are thrilled to once again put forth an exciting campaign in partnership with FairPrice Group for this year’s Chinese New Year campaign. This festive season is a time for family and celebration through the little rituals of each household. Together, we’ve crafted a campaign that not only honors the rich heritage of the season but also adds joy and demonstrates the value FairPrice brings to its customers. We’re proud to be a part of this milestone and look forward to continuing our work with FairPrice in the future,” Joyce Chen, chief executive officer of Omnicom Production, said.

Singapore – Loyalty programme yuu Rewards Club, launched by technology company minden.ai, has teamed up with Mediacorp for its inaugural micro-drama series designed for social media release.

With the increasing demand for micro-dramas on social media, the partnership aims to blend storytelling with product placement to showcase a fresh entertainment format in the industry.

The micro-drama, ‘Falling for the CEO’s Son,’ follows the executive’s son traversing a love triangle while discovering family secrets placing his personal and professional life at risk.

@yes933

又有新的情敌？ Watch till the end to find out who is @zelcrust’s love rival 👀 #YES933 #YES933Acts #YES933小剧场 #总裁儿子爱上我 #FallingfortheCEOson @SinneeSeow 萧歆霓 @高美贵 @therealjeffgoh @yuu Singapore

♬ original sound – Mediacorp YES 933 – Mediacorp YES 933

The ultra-short drama, led by Mediacorp’s audio brand YES 933, integrates the DBS yuu Card, Super Duper Rewards, and yuu Arcade into the storyline spanning three episodes. The drama has been running since November 2024.

The partnership with yuu Rewards Club marks Mediacorp’s first partnership for product placement in its micro-drama series.

“These ultra-short, vertical-format dramas are quickly gaining traction on social media platforms in Singapore, reflecting how audiences are consuming content today,” Jacky Mak, brand marketing director at minden.ai, said.

“As the first brand to collaborate with Mediacorp on their ultra-short episodic social media micro-drama, we’re honoured to support this pioneering entertainment content format in Singapore, leading the way in blending storytelling with product placement. We’re excited to showcase yuu’s unique features and deepen connections with our audience through storytelling,” Mak added.

Singapore – Creative agency VIRTUE Asia has promoted Lesley John to chief executive officer amidst a strategic restructuring. 

The strategic restructure allows the agency to work independently of VICE Media Group while still collaborating with the VIRTUE Worldwide network on relevant proprietary research and global clients.

John has been with VIRTUE Asia since 2021, having served as its managing director before the promotion. Over the years, she has worked with various global and regional brands including Diageo, Toyota, and Shiseido. 

Before joining VIRTUE Asia, she held leadership roles at MediaMonks, VCCP, Arcade, and BBH.

“This restructure represents an exciting new era for VIRTUE Asia, our people and clients. As we embark on a new chapter, the focus on creative innovation, cultural insight and meaningful partnerships remains unwavering. With greater autonomy and flexibility, our increased agility means we can meet the unique needs of brands across Asia, forge new alliances and tailor our approach to the region’s significant opportunities, while continuing to deliver the high standards that define VIRTUE,” John said.

“I’m delighted to be leading the teams in Singapore and India as CEO and while our clients will not notice any differences from the agency’s management change, we have plans to further invest in growing our team of specialists, underscoring our continued confidence in the region’s vast potential,” John added.

Chris Garbutt, president of VIRTUE Worldwide, commented, “Lesley’s appointment as CEO represents a new beginning for VIRTUE Asia. Operating independently, while maintaining collaborative ties with VIRTUE Worldwide will allow the agency to continue delivering innovative, culturally resonant work that drives real impact for clients. Under Lesley’s leadership, I look forward to watching the agency reach new heights and redefine what’s possible for brands in Asia.”

Singapore – YouTrip, a multi-currency digital wallet in Singapore, has launched its first ‘YouTrip Replay,’ a personalised preview of its users’ spending patterns in 2024.

Through ‘YouTrip Replay,’ users get their own persona reflecting their unique spending habits. The personas include ‘Bill-Paying Towkay,’ ‘360 Globetrotter,’ ‘BokChoy BoiBoi,’ and more.

The persona is based on YouTrip’s analysis of its users’ behaviours, unveiling the currencies they use most, top spending categories, and their ranking compared to other users.

While adding a personalised user experience, ‘YouTrip Replay’ also aims to guide users and inform their spending decision in 2025. It also highlights YouTrip’s new features and upcoming updates.

Additionally, the initiative helps YouTrip in creating targeted campaigns and executing feature updates by leveraging information on user behaviour.

As part of the initiative’s introduction, YouTrip is also offering a chance for a free hotel stay to users who share their persona on Instagram. The giveaway runs until January 26, 2025, with the winners set to be announced on February 26, 2025 on YouTrip’s social media channels.

Singapore – The snacking and confectionery market across Asia Pacific (APAC) is booming, recording 10% growth in both volume and value in 2024, reaching a market valuation of US$64 billion, according to a new report from NielsenIQ (NIQ).

According to the report, the APAC snacking landscape is evolving, driven by demands for convenience, healthier choices, and a curiosity for new options, with 73% of consumers eager to try new brands. This curiosity is further fuelled by key discovery channels, including online reviews (38%), family and friend recommendations (36%), and offline visibility (31%).

NIQ’s report highlights that convenience, health consciousness, and mood-boosting snacks are key factors shaping consumer preferences in APAC.

The report reveals that convenience is the top priority for APAC consumers when choosing snacks, with 84% highlighting its importance. This is followed by preferences for low-calorie, healthier options (73%) and mood-enhancing snacks like stress relievers (69%).

Portion-controlled snacks are also growing in popularity among APAC consumers, with 33% incorporating meal kits or prepared foods into their snacking habits. 

Additionally, protein snacks are gaining popularity, with brands expanding their offerings beyond bars to include chips, ice cream, cookies, and more.

The report further highlights notable differences in healthier snack preferences across age groups. Boomers (60+ years) prioritise low-sugar options over low-calorie snacks or those with healthier ingredients, reflecting their focus on managing specific health concerns.

In contrast, Millennials (28–43 years) favour snacks with enhanced flavour, high fibre, and functional benefits, placing these attributes above low-sugar options as they balance health with versatility. Meanwhile, Gen Z (18–27 years) seeks snacks that enhance mood, offer bold flavours, and provide unique varieties, aligning with their desire for emotional well-being and novelty.

As health-conscious snacking continues to rise across APAC, NIQ emphasises that the confectionery industry is set to expand its range of health-orientated products to meet the growing demand for healthier options.

The report also found that, among APAC countries, Singapore leads the region in snack spending, with consumers averaging USD $121.30 per buyer in 2024. This marks the highest spending in the region, up from USD $119.30 in 2023.

According to the report, this growth is driven by strong performances in key categories, including gum and candy (+18%), other snacks (+15%), and chocolates (+7%) during the same period.

Beyond health, variety plays a crucial role, with 62% of APAC consumers valuing unique snack options. In Singapore, original, cheese, and spicy flavours are the top choices, while BBQ, spicy, and cheese dominate in Southeast Asia. Price sensitivity also remains a significant factor in consumer decisions, with price drops being the primary influence on brand selection.

Singapore – Samsung Electronics has appointed Jeffrey Hahn as its new president in Singapore, overseeing its strategy and operations in the country for growth and innovation.

In his new role, Hahn will focus on Samsung’s artificial intelligence (AI) innovation across Singapore, driving wider adoption through its range of devices. Harnessing Samsung’s AI vision, Hahn aims to democratise AI to empower individuals, businesses, and communities in their daily experiences.

As the new president, Hahn focuses on strengthening Samsung’s partnerships in Singapore, prioritising security and privacy to ensure seamless experiences for its users.

At Samsung, Hahn aims to establish a strong foundation for sustainable growth by infusing its strategies with innovation and highlighting its operational excellence. Hahn seeks to improve the company’s efficiency and productivity while maintaining its position in the industry.

Hahn has been working with Samsung for over 20 years, having held leadership roles in Europe and Asia-Pacific markets. In his various roles, he has led sales, strategic planning, and regional management.

Prior to his new role, Hahn served as group leader in Samsung’s sales innovation team, leading the team to optimise business results.

“It is a tremendous honour to assume this role at such a pivotal time as AI continues to redefine the way we work and live. Singapore’s ambitious vision for AI creates unprecedented opportunities for Samsung to align with and contribute to the nation’s transformative journey. At Samsung, we remain committed to strengthening our leadership in AI by seamlessly integrating its capabilities into our users’ everyday lives while prioritising security and privacy as core principles. Our mission is to empower Singaporeans with the confidence and trust needed to embrace AI, enabling them to thrive in an AI-powered future,” Hahn commented.

Singapore – Telecommunications company Singtel spotlights the capabilities of artificial intelligence (AI) in its latest Chinese New Year (CNY) film.

The ‘Once Upon a CNY’ film, which injects humour while highlighting the importance of technology, shows how AI saves a family’s CNY celebration.

Singtel has recently been integrating AI into its businesses, including its offering of free Perplexity Pro subscriptions to customers. In line with this, the new short film is a reference to Perplexity, highlighting its abilities.

Following the story of wife and mother Mei who is struggling to prepare for CNY, the film shows how an AI assistant immediately makes her tasks lighter.

An AI assistant suddenly responds to her troubles after expressing how she cannot be “everything everywhere all at once,” a reference to the Hollywood film that presents a woman learning from the different versions of her life.

Like in ‘Everything Everywhere All at Once,’ Mei is also shown an alternate reality where all her worries are eliminated through technology. Inspired, Mei uses Singtel’s WiFi 7 to easily handle smart appliances, including a fridge and a vacuum.

Singtel produced ‘Once Upon a CNY’ in collaboration with Akanga Films, set to run on Singtel TV and social media channels from January 17 to February 12.

Yuen Kuan Moon, Singtel group chief executive officer, said, “We have always strived to stay abreast of technology to serve our customers better and this year, AI-driven innovation will definitely be front and centre as we bring its transformative powers to our retail and enterprise customers. By showing how AI can even transform everyday life at home, we are underlining our commitment to making AI accessible to all by enriching consumers lives and empowering enterprises to innovate, reinvent themselves and grow.”

Lian Pek, Singtel’s vice president of group strategic communications and brand, said, “The burnt-out mom is both universal and relatable, which is why we chose her to demonstrate the very real benefits of deploying best-in-class connectivity and technology at home. This is especially pertinent during festive occasions like Chinese New Year where everyone can arm themselves with the latest technology to make their lives easier. As a company that derives its purpose from empowering customers, this film is about how technology can do wonders in helping us keep traditions alive!”

Singapore – Changi Airport has refreshed its ‘Changi Millionaire Experiences’ campaign to offer its shoppers a chance to win luxury travel experiences.

The campaign, which quarterly draws winners, provides the chance for participants to visit a destination with a companion, allowing them to choose from five locations.

Besides the travel, the winners will also be treated to gourmet dining, cultural immersions, and other luxury activities. The winning packages include suite-class flights, accommodations, private tours, and personal concierge services.

Participants can choose to travel to the beach in the Bahamas, safari in South Africa, experience the snow in Finland, embark on a couture tour in Paris, or take a retreat in Kyoto.

Additionally, eligible participants will also enter the grand draw at the end of the year, gaining the chance to win a Porche Taycan. This applies to shoppers with a minimum spend of $50 on a single receipt. Shoppers who use iShopChangi or Changi Pay can double their winning chances, while members of Monarch can get four times the chance to win the grand draw.

As part of the campaign, eligible participants can also purchase an item from Changi Editions, its new collectible series designed in collaboration with Triologie. The items are inspired by Changi and the act of travelling, reflecting Singaporean stories. 

Additional items in the collection are set to be released in March.

Chandra Mahtani, senior vice president for Airside Concessions at Changi Airport Group, said, “We are constantly exploring new ways to surprise and delight our customers, and this year’s revamped ‘Changi Millionaire Experiences’ campaign reflects Changi’s commitment to stay on top of the latest trends in retail-tainment. As consumers increasingly seek personalised experiences, we have infused the signature Changi touch into a curated selection of luxury travel packages. With five premium options tailored to diverse traveller profiles, shoppers can look forward to even more chances to create unforgettable memories, simply by shopping at Changi.”

Singapore – Omnicom Public Relations Group (OPRG), a network of communications and consulting agencies, has named Mei Lee as senior vice president and managing director in Singapore. Lee is set to focus on expanding the agency’s presence, capabilities, and clients in the Singapore market.

In her new role, Lee will report to Joanne Wong, Asia-Pacific (APAC) president and senior partner at FleishmanHillard, which manages the Singapore operations of OPRG.

Lee has accumulated over 22 years of experience in strategy consulting, marketing, digital transformation, media, and general management. Prior to the appointment, Lee was a partner at Boston Consulting Group in Singapore, working with clients across APAC, Europe, Africa, and the United States.

Lee has also worked with Lazada as its senior vice president of strategic marketing. She also served as senior vice president of digital, customer relationship management and e-commerce in APAC at COMO Group. She also held senior roles in Conde Nast, J. Crew, Omnicom Media Group, and The Walt Disney Company.

“We are thrilled to welcome Mei onboard. Her expertise and fresh perspectives are exactly what we needed as we elevate our offerings across the APAC region to address the increasing complexity our clients face in today’s convergent world. Mei’s unique blend of digital transformation expertise, inspirational leadership and deep management consulting experience make her the ideal leader to drive our Singapore operation, a vital hub of our APAC business, into its next phase of growth,” Wong commented.

“As clients increasingly seek agency partners that can marry strategic insights with full- impact execution to deliver meaningful business outcomes, we are uniquely positioned to meet such demand as one of the largest and most experienced communications advisors globally and in APAC. Mei’s arrival will be instrumental in shaping our success as we continue to strengthen this market position in 2025 as our top strategic priority,” Wong added.

“The future of communications is business-informed, data-driven and technology-powered, and I am excited to join an organisation that has the expertise, scale, agility and vision to lead this evolution. OPRG has built a strong foundation in Singapore with an incredibly talented and dynamic team, and I look forward to working with everyone to build on this momentum, expand our capabilities and further differentiate ourselves as a trusted business partner in the market that delivers value beyond traditional PR for our clients,” Lee said.

Singapore – Xero, a global small business platform, has refreshed its brand to highlight its promise of delivering customer success and growth.

Introducing its new tagline, ‘Your business supercharged,’ Xero is realigning its brand promise, reflecting its commitment to helping small businesses gain the right tools, insights, and connections.

Xero teamed up with brand consultancy Interbrand to carve the global positioning, supported by market research firm Insights Exchange for large-scale research in various geographies.

In line with the brand evolution, Xero is set to launch a marketing campaign across Australia, New Zealand, the United Kingdom, the United States, South Africa, Canada, and Singapore.

“Our platform is more powerful, personalised and automated than ever before and ‘Your business supercharged’ synthesises the overall benefit our customers have come to know and expect,” James Kyd, executive general manager of brand and marketing at Xero, said.

“Small business owners know what’s best for their business and accountants and bookkeepers play a pivotal role in helping realise these aspirations. ‘Your business supercharged’ reflects this while also acknowledging the role Xero plays – by providing an intuitive platform, actionable insights, and access to an expert community,” Kyd said.  

“In developing ‘Your business supercharged’, we engaged in extensive conversations with small businesses and their advisors. This feedback played a crucial role in shaping the platform, ensuring it resonates with the needs and aspirations of our customers. They expressed a strong belief that ‘Your business supercharged’ effectively captures how Xero can help them to unlock growth and achieve the freedom they desire,” Kyd added.