Tag: Singapore

Malaysia – Financial services platform Atome has announced its partnership with luxury retail and lifestyle group Valiram to offer flexible payment checkout in Malaysia and Singapore.

The partnership entails Atome integrating its technology into Valiram’s checkout process, improving customer experience.

The payment checkout offering is already live in online and offline stores in Malaysia, with plans to expand in Singapore in the upcoming weeks.

Valiram has a wide portfolio of brands, spanning fashion, beauty, lifestyle, food and beverage. The brands in its collection include Victoria’s Secret, Bath & Body Works, Rituals, Steve Madden, Michael Kors, Bacha Coffee, and Tory Burch among others.

Mukesh Valiram, executive director of Valiram, commented, “We are dedicated to continuously innovating and enhancing the customer shopping experience. The integration of Atome’s embedded financing technology not only elevates the checkout process but also enables us to connect with new customer segments through flexible financing and payment options. In the first month of our partnership going live in Malaysia, we’ve already experienced a remarkable 20% increase in average basket size from newer customer segments, and we’re excited about the growth opportunities this collaboration presents across the region.”

“We are excited to partner with Valiram, a retail leader synonymous with luxury and consumer lifestyle brands and innovation. Combining our disciplined risk management and underwriting technology with Valiram’s portfolio of world-class luxury and lifestyle brands supports their expansion into new consumer segments and business growth. Their customers now have the choice and ability to shop for their favourite brands with flexible payment plans, ultimately expanding their customer base and their purchasing power,” Andy Tan, chief commercial officer of Atome, said.

Singapore – KFC has teamed up with R/GA Singapore to create ‘Jingle Your Tastebuds’ remix to pair with Parmesan Truffle Chicken.

Through ‘sonic seasoning,’ a neuromarketing technique, KFC and R/GA have released a musical remix of ‘Jingle Bells’ that scientifically matches and elevates the flavours of Parmesan Truffle Chicken.

To create the soundtrack, KFC and R/GA collaborated with Gemma Calvert, a professor from Nanyang Business School and Massive Music. By matching sound elements with different food textures, Calvert’s team found the optimal sonic seasoning that pairs with the chicken’s umami taste.

@kfc.singapore

Think we were making it up? Our Sonic Seasoning music track for the Parmesan Truffle Chicken is proudly brought to you by NTU’s professor of Neuroscience, Prof. Gemma Culvert, head on over to the Spotify link in our bio and try the Sonic Seasoning with the Parmesan Truffle Chicken. Here’s a sneak peek at what went down. #kfcsg #kfcsingapore #KFCParmesanTruffle #SonicSeasoning

♬ original sound – KFC Singapore – KFC Singapore

The sensory experience aims to regain customers’ excitement around the Parmesan Truffle Chicken amidst the holidays in Singapore. With a reimagined classic Christmas track, KFC and R/GA have set out to create a unique holiday experience for Singaporeans.

‘Jingle Your Tastebuds,’ is available on Spotify. The QR code to KFC’s Spotify page can also be found across out-of-home ads, film, and social media.

“Through thoughtful sound design, we crafted a track that elevates Parmesan Truffle Chicken into a premium, multi-sensory experience. It slows down the eating pace, allowing diners to savour the creaminess, crunch, and aroma of truffle to the fullest,” Calvert said.

Jaslyn Lam, director of marketing and food innovation at KFC Singapore, commented, “Our goal with the return of Parmesan Truffle Chicken was to surprise and delight our customers in a way they’d never expect. This isn’t just about bringing back a favorite – it’s about reinventing the experience with a unique sonic seasoning that amplifies the taste. Working with R/GA to explore how sound can elevate flavour has unlocked an entirely new way to enjoy KFC.”

“No Christmas gathering is complete without music to set the mood. But why stop there when music has the sonic prowess to enhance taste profiles. By roping Professor Gemma and the experts at Massive Music into the kitchen, it’s about going beyond traditional comms and productising how we can get consumers to further enjoy the tasty Parmesan Truffle Chicken,” Ed Cheong, executive creative director at R/GA Singapore, said. 

Singapore – Amazon has announced that it has invested more than S$2 billion across its retail and cloud businesses in Singapore in 2023. This includes both capital expenditure such as improvements to existing infrastructures, including fulfilment centers, delivery stations, and data centers, and operating expenditure towards technology, safety, expansion of programs for customers, delivery partners, small and medium businesses and employee compensation.

The company’s investment in Singapore supported more than 4,000 indirect jobs in areas like construction, logistics, and other professional services according to third-party consultancy firm Keystone Strategy. 

In addition, according to a survey conducted by Amazon, Singapore businesses selling on Amazon have created more than 6,000 jobs to support their Amazon-related business activities. In total, Amazon supported more than 10,000 indirect jobs in Singapore in 2023 alone.

Since the launch of Amazon Prime Now in 2017 (now renamed Amazon Fresh) and Amazon.sg in 2019, Amazon has continued to invest in its operations to offer a faster and more convenient shopping experience for Singapore customers. Amazon’s investments have enabled the company to avail same-day and next-day delivery for eligible products to customers in Singapore.

Moreover, through Amazon Global Selling, Singapore selling partners can export their products to customers around the world on Amazon. Amazon continuously invests in tools, services and programs to improve its selling partners’ experience and help them grow their businesses with Amazon. 

Other endeavours Amazon had helped in include Amazon Web Services supporting Singapore’s digital transformation ambition, commitment to support the communities where it operates, as well as investing and innovating in sustainability across its businesses in Singapore.

Peter Li, director of China & Singapore and International Store at Amazon, said, “Since the start of our operations in Singapore in 2010 and the launch of Amazon.sg in 2019, we’ve been able to invest and grow our presence in the country with the support of our customers and selling partner.”

He added, “We’re humbled to see our investments unlock growth opportunities for businesses in Singapore and are proud to continue to support Singapore’s economy and digitisation.”

Singapore – FairPrice Group and Homeground United have recently teamed  up to elevate the tradition of gift-giving with a touch of festive magic, and turning heads with an interactive OOH, allowing passersby to tear off a layer of their ad for a scent-sational surprise.

Inspired by Singapore’s diverse festive flavours, FairPrice and Homeground United have created a range of exclusive gift wrappers that not only look beautiful but are multi-sensorial. These gift wrappers are different than your average paper – they smell good enough to eat.

Each of these special gift wrappers are infused with its own captivating scents respective of its design – from Cherry Pie, to Christmas Salad, Raspberry Chocolate and more! Whether your celebrations are held traditionally with a homely feast, a lunchtime gathering, or a pot luck dinner party, you’ll find a gift wrapper To Your Taste. 

This interactive activation from the larger FairPrice campaign ‘Christmas to Your Taste’, conceptualised by TBWA\Singapore as part of Homeground United, was designed to celebrate the Christmas season a little better for all of Singapore; in case Turkey and Ham is not their jam. 

On 16 November 2024 outside FairPrice Finest at Clarke Quay, hundreds of people lined up at the tear-able billboards to get their hands on the limited-edition wrappers, and even tasted the foods from FairPrice that inspired them for real at the event. 

FairPrice will be launching a second drop of different wrappers at FairPrice Xtra in VivoCity on Saturday, 7 December 2024, and in select FairPrice stores as well as online.

Alison Ee, director & head of customer & marketing (retail business) at FairPrice Group, said, “Our recently announced brand ethos, ‘every day, made a little better’, signals our commitment to finding fresh new ways to engage and delight our customers and community. This festive season, our focus is on bringing consumers a wide, innovative range of offerings that  enables all in Singapore to celebrate Christmas to their tastes, and hopefully, start some new traditions together.”

Meanwhile, Loo Yong Ping, executive creative director at TBWA\Singapore, commented, “We wanted a novel way for FairPrice to be part of Singaporean’s Christmas celebrations and we’re happy that our brave clients had the same appetite to do something different to break through the clutter.”

Lastly, Joyce Chen, CEO at Omnicom Production Singapore, stated, “This innovative approach to traditional Christmas dishes was born from the trust and close partnership cultivated between FairPrice Group and Homeground United. We’re excited to have had the opportunity to bring this concept to life with the support of the brand.”

Singapore – Socially-led creative agency We Are Social Singapore has named Caroline So as its new head of account management, tasking her with driving client growth, leading new business development, and enhancing operational models to strengthen the agency’s service delivery.

Relocating from Shanghai, So brings over 20 years of experience managing blue-chip accounts and leading high-performing teams across Hong Kong and China. Her career spans renowned agencies such as Monks, DDB, Lowe, and McCann, where she held various senior leadership positions at both global networks and independent firms.

Additionally, So brings extensive experience working with clients across diverse industries, including FMCG, retail, beauty and personal care, automotive, and technology. Throughout her career, she has collaborated with globally recognised brands such as Burberry, Tiffany & Co., PayPal, Volvo, AB InBev, Estée Lauder, L’Oréal, Nestlé, and Unilever.

In her new role, So will lead the agency’s account teams, drive organic client growth and new business development, and design strategic operating models to enhance the delivery of We Are Social’s core services to its clients.

She will report directly to Nai Yen Wang, managing director of We Are Social Singapore.

Commenting on the appointment, Wang said, “Having previously worked with Caroline before, I know she is an incredibly effective operator and team leader. She has a proven track record for fostering strong client relationships, driving new and organic growth, and bringing a wealth of experience, especially in beauty, retail, and social commerce. We are delighted to have her join the We Are Social family.”

Meanwhile, speaking on her new role, So said, “Not only was I drawn to We Are Social’s position as a leader in socially-led creativity, but also its deep innovation expertise helping clients navigate the rapidly evolving world we live in. It is great to be able to work with Nai Yen again as well as the broader agency team and our exceptional clients.”

Singapore – In a bold step toward redefining financial access for Gen Z, Revolut Singapore has unveiled its first-of-its-kind vending machine at the National University of Singapore (NUS). In partnership with Visa, this innovative machine dispenses free debit cards, catering to the unique financial needs of students. 

MARKETECH APAC spoke with Raymond Ng, CEO of Revolut Singapore, to delve into the vision and impact of this initiative. In this conversation, Ng explored the inspiration behind the concept and how it aims to empower students by transforming the way they approach and manage their finances.

A global vision rooted in local needs

Revolut’s debit card vending machine aims to serve students below the age of 21. The company aims to make money management more accessible to students and educate them on healthy and smart financial habits, boosting financial literacy. 

“Students under 21 are often underserved by traditional financial institutions, missing out on tailored solutions that meet their unique needs. Banks frequently impose higher entry barriers, such as requiring a minimum deposit, leaving many students without effective tools to manage their finances,” Ng explained. 

Ng also highlighted that for many Singaporean students, studying abroad, interning overseas, or frequent travel has become the norm. However, he noted that the high foreign transaction fees—reaching up to 3.25% per transaction—on standard debit cards can place a significant financial burden on them.

Revolut’s vending machine addresses these gaps by offering students instant access to debit cards, eliminating the need to visit a bank. It also provides comprehensive financial tools, including budgeting, spend tracking, and fee-free currency exchange, promoting healthier money habits. Additionally, the Revolut app offers educational modules, like ‘Stock Learn,’ that help students start investing with as little as $1, fostering financial literacy.

In partnership with Visa, Ng further emphasised that the collaboration gives Revolut customers access to Visa’s global network, accepted in 200 countries and by over 100 million merchants worldwide.

“While many students already have debit cards, Revolut offers more than just a payment tool. We provide an integrated financial ecosystem designed to help them spend, save, invest, and manage their finances wherever they are—on campus, at home, or abroad,” Ng added.

A model for future expansion

Revolut’s vending machine not only simplifies access to essential financial tools but also reflects the company’s commitment to promoting financial literacy and independence. 

According to research by Visa, nearly 40% of Gen Z consumers say that convenience plays a crucial role in their choice of payment methods. The same percentage also highlighted that better rewards and offers would motivate them to switch to alternative payment options, as Ng pointed out.

With features such as group expense splitting, spend analytics, and smart budgeting, Revolut positions itself as a trusted partner in students’ financial journeys.

When asked why NUS was chosen as the launch site, Ng explained that the decision was strategic. As Singapore’s largest and most established university, NUS serves as a hub for the country’s diverse, tech-savvy Gen Z population, making it the perfect fit for Revolut’s digital-first approach. 

Ng also shared plans to expand the initiative, ensuring that more students can benefit from Revolut’s offerings.

“The vending machine at NUS is our first in Singapore, and we’re definitely looking to extend this value proposition to other locations across the country so that even more people can take advantage of the convenience and accessibility it provides. Stay tuned,” Ng said.

Leading innovation in fintech

In a region where digital adoption is high, Revolut’s vending machine exemplifies how fintech can cater to the needs of a digitally native generation. 

“By offering instant access to debit cards and integrating features like smart budgeting, multi-currency spending, and investment education, Revolut empowers young users to take control of their finances while showcasing its commitment to creating innovative, localised solutions in a competitive fintech landscape,” Ng stated. 

As Gen Z increasingly seeks convenience, affordability, and education in their financial products, Revolut’s vending machine stands out as a timely solution, paving the way for a financially savvy generation.

Singapore – Most Singapore mobile gaming marketers are overlooking growth opportunities overseas, according to a report from Moloco, a performance advertising company.

Moloco’s research reveals that 67% of Singaporean mobile gaming app marketers allocate their budget to a limited number of countries. Globally, 71% of mobile gaming app marketing spending is directed towards the U.S., U.K., Germany, and Japan. 

The report suggests an opportunity to diversify marketers’ spend globally, which could lead to high user engagement and growth.

Meanwhile, the research has found that marketers based in Singapore are increasingly investing in emerging markets like Latin America, the Middle East, and Africa. Globally, China is leading the efforts to diversify its marketing spend to various countries.

Additionally, the report shows that high-value users, or the top 10% of payers in markets, can be targeted as they drive 70 to 85% of in-app purchase revenue. High-value users can also be found in emerging markets such as Brazil, Greece, Iceland, Netherlands, the United Arab Emirates, and South Africa.

“This research encourages marketers to broaden their approach beyond familiar territories. While Singapore-based marketers are already more distributed in their budget allocations compared to their U.S. counterparts, there remains significant opportunity for more targeted diversification globally. Notably, markets like Hong Kong, South Korea, and Japan demonstrate an even more balanced investment across global markets, serving as strong examples of how diversified strategies and experimentation in less saturated regions can help unlock high-value user segments,” Nopparat Yokubon, country of AUNZ and SEA at Moloco Ads, said.

“It’s tempting to focus on large markets because they’re familiar and marketers are used to advertising there. However, there is significant opportunity beyond these traditional markets where the competition is lower and hitting your KPIs can be much more efficient,” Sarah Yamanouchi, head of growth marketing at Rec Room, commented.

Singapore – A report from Carousell reveals that Singaporean users earned the highest in the region this year, averaging S$2,000 from selling secondhand items on the platform.

The report shows that Singaporean users led the region in earnings from selling secondhand items on Carousell, making approximately 70% more than their Hong Kong counterparts and 140% more than users in Malaysia.

As a result, the report found that Singapore’s secondhand furniture transactions helped save 21,970 tonnes of carbon emissions.

In addition, Singapore led the region in generosity, giving away more than 300,000 free items, including popular pieces like sofas and IKEA tables.

The report provided deeper insights into regional user behaviour, highlighting that Singaporeans are most active in selling items at 2pm and shopping at 10pm. Across the region, Carousell’s data indicates that users tend to be most active at night, with peak chat and search activity occurring at 10 p.m.

However, transactions peak in the evenings, with Singapore and Hong Kong users most active at 6pm, while users in Malaysia, the Philippines, and Taiwan prefer to transact at 9pm. Additionally, Singaporeans are most active in creating new listings during the afternoon, with peak selling activity observed at 2pm.

The most popular categories for buying, selling, and searching remain consistent throughout the day: hobbies & toys, women’s fashion, and furniture & home living. Interestingly, cars emerge as the second most-searched category during the late evening hours, between 9 and 11 p.m.

Carousell uncovered another intriguing trend: ‘Chair’ has surged 52 spots to become the second most-searched term, surpassing ‘iPhone.’ Meanwhile, Popmart’s collectible ‘Labubu’ has overtaken “Taylor Swift” to claim fifth place among the platform’s top searches.

Jing Zhi Peh, regional head of goods at Carousell, said, “Our leadership across key markets gives us unparalleled insights into how and what people are buying and selling every day, helping us develop features and programs that drive demand for secondhand goods.”

“As one of the region’s most popular classifieds marketplaces for buying and selling almost anything, Carousell aims to leverage our position to make it easy for anyone to participate in the circular economy and foster a culture of prioritising secondhand to make a meaningful impact on people and the planet,” Peh added. 

Singapore – PropertyGuru has announced its inaugural reality series, ‘Home Run: Singapore’. The show unveils the heartfelt and personal journeys behind finding and creating a home in one of the world’s most competitive property markets. It also offers an authentic and intimate look at what housing and living in Singapore truly mean.

‘Home Run: Singapore’ follows three passionate property agents—Claire Tan, Shawn Wong, and Nadiyah Kamsani—as they take on career-defining challenges. The four-episode series dives into the fast-paced, high-stakes world of Singapore’s property market while exploring the human stories behind each transaction. 

Guided by host and mentor Charlyn Ding, the agents tackle tasks as diverse as selling luxury waterfront homes and highlighting the charm of heritage properties. Across the episodes, they compete fiercely, pitch to discerning homebuyers, and receive candid feedback in a bid to claim the title of Singapore’s top agent and win PropertyGuru credits.

Beyond the competition, the series also spotlights the deeper stories of the people and neighborhoods that make a house a home, celebrating the connections and aspirations behind each property journey.

As a homegrown company with 17 years of history in Singapore, PropertyGuru continues its tradition of celebrating the country’s unique identity. Earlier this year, the company launched notable campaigns, including the National Day initiative ‘Scents of Singapore,’ which explored the sensory essence of home, and Sense of Home, honoring local heroes shaping communities. ‘Home Run: Singapore’ extends this narrative by focusing on the human connections and stories that transform houses into homes.

For Disha Goenka Das, chief marketing officer at PropertyGuru Group, ‘Home Run: Singapore’ is more than a real estate competition—it’s a window into the personal and professional journeys of the agents and the lives they touch.

“The series highlights the passion, resilience, and heart that our agents bring to every challenge as they help people find their dream homes. It’s not just about properties; it’s about the shared aspirations, connections, and milestones that make a house a home. Through this series, we hope to inspire viewers to see the human side of real estate and the emotional depth of what it means to live, work and thrive in Singapore,” Disha said.

Singapore – Risk-taking and conscious consumerism are among the key trends that is set to shape social media in 2025, according to socially-led agency We Are Social’s latest report. 

We Are Social’s report has found that 59% of marketers are taking more risks by producing unusual content and forging partnerships with divisive creators. 66% of marketers have also boosted their ethical and sustainability messaging with more people becoming conscious consumers.

Additionally, the report emphasises the shift to a more relaxed and less-pressured online environment. It shows how the internet has become a place for escape, reminiscent of the 2000’s online space. 

Meanwhile, content creators are significantly shaping popular culture online, resulting to audiences delving more into entertainment. 

Fandoms are also trending, resulting to marketers gate-keeping content for intimate experiences. This includes customer-only initiatives and closed social channels.

Mobbie Nazir, We Are Social’s global chief strategy officer, said, “We know that a lot of people feel overwhelmed by their online experiences today; even spending time on social can be exhausting at times. That’s why it’s been so encouraging to see the emergence of ‘The Liveable Web’ as a theme this year – separating joy from progress and prioritising slower consumption. We also see more audiences actively seeking out more raw emotion and less sanitisation; this in itself is a creative gift to marketers everywhere – particularly those willing to take a few risks.” 

“Think Forward 2025’s predictions about the direction of social content highlights some really exciting trends for the creative minds in our industry. We can see that joy is creeping back into social, and this offers huge opportunities to the brands who are willing to lean into this. However, it’s clear from the survey responses that marketers are still falling behind when it comes to the vernacular of the online world – to really understand the fast moving and complex social, you have to be embedded in it,” Paul Greenwood, global head of research & insight at We Are Social, commented.