Tag: Singapore

Singapore – Dating app Bumble is taking over Uncle Chieng’s Ice Cream Cart this December with the goal of connecting single individuals.

Through Bumble’s activation, singles can find a space to connect with other people at Uncle Chieng’s cart while receiving dating tips.

The dating tips are derived from Bumble’s latest dating trends report, which comes along with complimentary ice cream for the first 200 people who present their profile on the dating app. 

Bumble users can take part in the activation at Uncle Chieng’s ice cream cart at Orchard Road every Saturday and Sunday this month. From 1 p.m. to 10 p.m. or until the ice creams sold out.

Complementing the offline launch, Bumble has also released an ice cream interest badge in-app, which can be added to users’ profiles. This helps singles connect with fellow people who have a sweet tooth.

Additionally, Bumble has teamed up with Urban Milers Run Club for a running event for singles, along with a run club interest badge.

Bumble has recently launched more than 30 interest badges that culturally resonate with users, including hobbies, memes, and houseplants.

Chen Meihui, APAC communications lead at Bumble said, “In 2025, we’re seeing a big shift towards real-ness in the dating game with more people taking the time to truly find somebody that supports their unique interests. By blending Bumble’s empowering approach to dating with moments of in-person connection, we hope to spread some holiday cheer by helping singles navigate their journey to love this festive season.”

Singapore – Save Our Street Dogs, an animal welfare organisation, has launched the ‘Yapping Paper,’ a gift wrapper that turns presents into donation points for shelter dogs. 

The campaign, launched in collaboration with McCann Worldgroup Singapore, infuses wrapping paper with media messages. Tapping into the Christmas season as a time of gift-giving, SOSD aims to encourage people to send presents to shelter dogs. 

Through ‘Yapping Paper,’ SOSD is spreading awareness of animal welfare, inspiring people to lend a helping hand in their care.

‘Yapping Paper’ is set to be released this week at Pet Safari stores in Singapore, namely VivoCity, Waterway Point, NEX, and The Star Vista. It will also be available at vet clinics, daycare centres, grooming parlours, pet stores, and through SOSD’s network.

Andy Cheng, management committee member of fundraising at SOSD said, “At SOSD, we believe every dog deserves a second chance. We hope that this creative gift wrap, beautifully designed by the McCann team, can help us to increase awareness of animal welfare in Singapore, and inspire others to make a meaningful difference in the lives of these deserving dogs.”

“Yapping Paper transforms the wasteful medium of gift wrap into something that can do some good in the world, and we are proud that it’s both driving donations for this great cause as well as showcasing real dogs looking for loving homes,” Dan Parmenter, creative director at McCann Worldgroup Singapore, commented.

Singapore – INVNT GROUP Singapore, a brand storytelling and experiential innovation agency, has signed technology company Xero and social networking company LinkedIn as its clients.

INVNT GROUP taking Xero’s experiential account follows the agency’s win in the company’s annual Asia Roadshow. The agency also acquired LinkedIn’s account after a competitive pitch.

The additions to INVNT GROUP’s client portfolio cements the agency’s success for the year, after INVNT APAC worked with high-profile clients such as ByteDance, Levi’s, IMG, HSBC, AWS, Emirates, Amex, and Netflix among others.

INVNT GROUP has also released its global podcast. Titled ‘On the Moon,’ the podcast features ‘Ignite Your Spark,’ a series of conversations with chief marketing officers from CBA, Uber, Mastercard, General Motors, Spotify, Microsoft, and other brands.

‘Ignite Your Spark covers topics such as marketing and its connection with finance and technology.

Laura Roberts, managing director of INVNT GROUP APAC, said, “We’ve seen amazing growth and momentum for INVNT GROUP this year, with successive business wins, the continued success of the partnership with SXSW Sydney for the second year, and our phenomenal podcast series which involved some incredible marketers and explores the exciting intersections of ideas and experiences that make SXSW Sydney a unique platform for thought leadership.”

“Looking to 2025, I am really excited about our innovation capabilities, where we can integrate brand experiences with extended reality using AR, VR, gamification and artificial intelligence. We are very fortunate to have our digital innovation division based in Singapore to support this,” Roberts said.

“With the launch of our India offices earlier this year, we’re unlocking exciting opportunities for regional growth. As we head into the new year, I’m excited to continue working alongside an exceptional team and amazing clients who push boundaries,” she added.

Singapore – McDonald’s Singapore is introducing a way to reward its customers through the new ‘Collect Quest’ campaign in-app, which leverages first-party data.

The launch of Collect Quest comes along with a campaign in a tie-up with Coca-Cola, OMD, and DDB.

Through the app, customers can accomplish a set of tasks to collect digital badges and get a chance to win iPhone 16 Pro, Google Pixel 9, and staycations among others.

Badges are given to McDonald’s app users depending on how they use the app and how long they have been members. Gamified apps are also available to capture users’ attention.

The campaign aims to celebrate its relationships with customers by analysing past app behaviour. At the same time, it also invites people to engage more with the app.

Its data-driven approach is supported by Google Analytics (GA4), allowing them to segment audiences based on app users. The strategy aims to maintain its users and recapture lapsed users.

Launched in Singapore on December 2, the campaign will also be rolled out in the Philippines, Hong Kong, Taiwan, and India.

Louis Yeo, head of performance at OMD Singapore, said, “We had the task of analysing and activating the wealth of McDonald’s data in a scalable and effective way. Together with Annalect and our partners at Google, we managed to achieve this through GA4 segments tied to specific app behaviours and patterns. Collect Quest is just an early step in our effort to leverage first-party data and personalisation to maximise campaign performance.”

“At McDonald’s, we love finding fun ways to connect with our customers and make each time memorable. With Collect Quest, we’re bringing extra joy and adventure, along with surprises and rewards all month long!” Drina Chee, senior director of marketing  and digital customer experience at McDonald’s, commented.

As the advertising landscape continues to evolve, with new formats and media constantly emerging, out-of-home (OOH) advertising remains a key player. In a world now dominated by small screens, there is something unique in large panels planted in real-world environments, creating distinct connections with their beholder.

The widespread digitalisation adds to OOH’s powerful position, with its messaging being infused with transformative technology and new levels of creativity. With the revolution of OOH, messages have a new way to captivate and resonate with audiences.

At a time of transformation in the industry, Target Media, an OOH media platform owner, has appointed Daniel Ng as chief revenue officer.

In an exclusive interview with MARKETECH APAC, Daniel delves into his strategies to harness the power of OOH advertising while unlocking opportunities for innovation through his new role.

Prioritising data-driven innovation

At Target Media, Daniel is focusing on data-driven innovation while emphasising its potency in the industry. 

“Today, OOH is more than just placements—it’s a powerful medium that combines measurable outcomes with a real-world presence that audiences can see and trust,” Daniel said.

Building on the impact of OOH’s tangible presence, he plans to supercharge it with data and technology as his primary focus.

“By integrating audience insights, we can offer brands precision targeting and measurable ROI. This is paired with the physical visibility of OOH campaigns, which creates an undeniable and lasting impression.”

Through the physical presence of campaigns, Target Media is helping its clients forge deeper connections with audiences. Additionally, Daniel plans to diversify revenue streams through new advertising formats, cross-platform integrations, and creating partnerships.

As a leader in the company, Daniel also aims to strengthen his team, equipping them with skills to perform well and collaborate with creativity, resulting in client satisfaction.

“These strategies emphasize OOH’s distinct strength: it is both measurable through data and visible in real life, making it a uniquely powerful medium to deliver results and build trust,” he said.

Diving into OOH advertising

In his new role at Target Media, Daniel is undoubtedly taking the plunge into OOH advertising. In fact, this advertising medium and its implications are why he chose to join the company.

“What drew me most was Target Media’s unique ability to combine the tangible presence of OOH advertising with the precision of data-driven insights. Unlike purely digital formats where audiences may question the validity of metrics or feel disconnected from the message, OOH advertising is real, visible, and seamlessly embedded into people’s environments. This creates a sense of authenticity and trust for both brands and audiences,” Daniel said.

Target Media is among the leading agencies focusing OOH advertising in Singapore, with its extensive coverage of digital screens. With this, Daniel saw an opportunity, allowing him to join a company that nurtures a strong connection with the community while pushing for innovation.

“I was inspired by the chance to lead a team that bridges the gap between brands and Singapore’s heartland communities, creating value for both sides. Target Media’s vision is not just to be a media provider but to become an integral part of people’s everyday lives by delivering relevant, impactful, and tangible content,” he said.

Previously, Daniel was head of growth at Grey Group, spending more than two years in the marketing agency. In his transition from Grey, he is bringing over his learnings to Target Media,

“At Grey Group, I learned that growth is not just about acquiring new business but about building sustainable partnerships and delivering long-term value,” he said.

“Putting the client’s objectives at the heart of every decision leads to not just retention but advocacy. At Target Media, I’ll ensure that every solution we deliver is tailored to meet the unique needs of our clients while demonstrating the real-world presence of OOH campaigns,” he added.

Daniel also highlighted the importance of staying relevant through being agile, alluding to the need to infuse physical advertisements with digital features.

“I plan to embed this mindset within the team at Target Media to continuously evolve our offerings while leveraging OOH’s ability to blend physical and digital strengths,” Daniel said.

“These learnings will guide how I lead the team and craft strategies that deliver impactful and visibly effective results for our clients and Target Media,” he added.

Staying on top of trends, challenges

Amidst the dynamic advertising industry, Daniel cements his goal of combining OOH with digital to deal with competition.

“Consumers today engage with multiple touchpoints. By integrating digital technology into our OOH offerings—such as programmatic buying and interactive content—we can create holistic, multi-channel campaigns that drive stronger engagement while showcasing OOH’s tangible presence,” he explained.

“Unlike purely digital formats where ads may feel fleeting or invisible, OOH has a clear and undeniable physical presence that audiences see and interact with every day. This is a strength we will emphasize to build trust and drive engagement,” he added.

With his aim to build trust, Daniel also plans to meet the demand for transparency. By adopting advanced metrics and tools, he aims to show measurable outcomes to advertisers for accountability.

Daniel also considers sustainability initiatives in advertising and the trend of leveraging AI-driven insights, tapping into them to adapt. 

“Navigating challenges is about seeing them as opportunities to innovate, adapt, and lead in the OOH space while showcasing the medium’s real-world impact.”

Glimpse into OOH advertising future

Revolutionising the OOH industry is not simple, but already, current advertising trends are shaping its future. For media practitioners such as Daniel, there are many things to look forward to.

“The future of OOH advertising is incredibly exciting—it’s a medium that is transforming into an integral part of smart cities and connected ecosystems,” he said.

“OOH is becoming smarter, with the ability to serve hyper-targeted messages based on real-time data like footfall, demographics, and even weather conditions. Target Media’s use of precise audience data based on residency enhances the power of our physical screens.”

It is not just the trends that lead to a brighter future for OOH, but the practitioners and agencies behind it.

“At Target Media, I want to lead the charge in shaping this future by embracing technology, pushing creative boundaries, and building campaigns that are not only impactful but also physically visible and meaningful for audiences. My role is to help brands harness the unique power of OOH to build connections that last while delivering value to the communities we serve.”

By embracing data-driven innovation with his team, Daniel aims to propel into a future where OOH becomes even more impactful. As the OOH landscape continues to evolve, Daniel’s vision for measurable, powerful, and real-world activations will be crucial in fostering meaningful connections between brands and their audiences, adapting to any change.

Singapore – Entertainment hub KC Global Media Asia has launched its distribution arm as an effort to expand its content sales and partnerships beyond the region.

Through the launch of KC Global Media Distribution, the company reaffirms its dedication to storytelling, showcasing culture, and contributing to global entertainment’s future.

The distribution arm has been unveiled at the Asia TV Forum and Market (ATF) in Singapore, which highlights remarkable content from third-party producers.

As part of ATF, KC Global Media Distribution is showcasing its ‘Breeze By The Sea’ drama in collaboration with Deepwaters Digital Support.

KC Global is also forging partnerships with production companies Mocha Chai Laboratories, Empire of Arkadia, and Monochromatic Pictures. This initiative is part of its effort to create iconic content with prominent brands such as AXN, Animax, ONE, GEM, and FAST Channel. 

With a vertically integrated business model, KC Global Media Distribution is focusing on fostering long-term partnerships and solidifying its footprint in the global media industry.

George Chien, co-founder, chief executive officer, and president of KC Global Media, commented, “By establishing KC Global Media Distribution, the organization is taking an important step in bringing high-quality content to a wider audience. This initiative aligns with our vision of empowering diverse voices and fostering partnerships that break barriers, connecting our content partners with viewers worldwide through universally engaging stories.”

“This new venture is a testament to KC Global Media’s entrepreneurial spirit and our mission to amplify premium content on the world stage. Our expertise in connecting with viewers stems from decades of experience in building engaged audiences and an in-depth understanding of what resonates with today’s diverse and dynamic global entertainment landscape,” Bonnie Wiryani, vice president of revenue and head of content sales at KC Global Media, said.

Singapore – Stellar Ace, an out-of-home (OOH) advertising company and business arm of SMRT, has introduced a new advertising format on pedestrian overhead bridges.

Called the ‘SkyWalk’, Stellar Ace’s new OOH format enables advertisers to engage with motorists and commuters. The panels can accommodate advertisements up to 10 metres in length and 1.5 meters in height.

The SkyWalk builds on the company’s large OOH formats, including the ‘SubWalk,’ which can be found in underpasses, and ‘LinkWalk,’ which is in covered linkways.

The large-format advertising panels aim to provide advertisers with wider reach, leveraging geographic targeting to engage local communities. With its presence in the public transport system, Stellar Ace allows advertisers to reach commuters, drivers, and pedestrians.

Financial services group OCBC has become the first to take on the SkyWalk panel, using it to promote its Seagrass Restoration Project.

Koh Ching Ching, head of group brand & communications at OCBC, commented, “It is exciting to be the first advertiser in Singapore to dive into showcasing the OCBC Seagrass Restoration Project on pedestrian overhead bridges. We chose the bridges in locations such as Queenstown and Tampines for its high-traffic and prominent locations. Such larger-than-life billboards works for us because of the campaign’s visually-impactful image of a mermaid under the sea with a dugong among a lush seagrass meadow.”

“The platform is a powerful medium to capture the attention of passerbys and motorists about the importance of restoring depleting seagrass for climate action. Many think little or even nothing about seagrass. Kudos to Stellar Ace for the innovative idea to utilise these overhead bridges,” Koh added.

“The importance of this environmental campaign on Singapore’s seagrass conservation and restoration efforts is critical to marine biodiversity. Innovative OOH advertising solutions such as ‘SkyWalk’ allows OCBC to reach the right people in an efficient, cost-effective, eye-catching way,” Tony Heng, managing director of Stellar Ace and president of Stellar Lifestyle, said.

“Stellar Ace continues to innovate and expand its omni-channel OOH network and high frequency touchpoints to support advertisers’ demand for effective means of amplifying their campaign messages to the right audience in an impactful and compelling way. The large-format panels are all designed with that objective in mind,” Tjhin Poi Chung, deputy managing director of Stellar Ace, commented.

Singapore – Travel company Skyscanner has launched a new advertising platform that leverages first-party data from a travel audience.

The new Skyscanner Ads Platform aims to help its travel partners in the digital advertising landscape, enabling them to reach new audiences while maintaining data privacy. Independent from third-party cookies and other tracking technologies, the ad platform allows brands to engage audiences in a safe environment.

Through the Skyscanner Ads Platform, advertisers can launch, manage, and optimise contextual campaigns in the company’s marketplace. This ensures that ads are delivered to relevant audiences.

With insights into consumer behaviour and preferences, advertisers can also adjust their spending in real-time.

Additionally, the platform has a predictive recommendation tool, analysing trends and campaign performance for advertisers while providing suggestions.

The ad platform was built in collaboration with airlines, travel agents, media agencies, and travel brands.

“With the increasing focus on consent, the future of cookies and general tracking practices within the advertising ecosystem, Skyscanner Ads Platform is a game-changer for advertisers wanting to reach highly engaged global audiences who are in the market to travel,” Kirsten Stirling, senior director of product management at Skyscanner, said. 

“We’re harnessing the power of Skyscanner’s first-party data and combining it with smart, proprietary technology to drive more meaningful, effective, and importantly – privacy-centric results,” Stirling added.

“Partnering with Skyscanner has transformed our ads strategy. Their innovative products, highly collaborative approach and deep audience insights drive exceptional engagement and measurable results. Access to high-quality first-party data is becoming increasingly important and Skyscanner’s ability to harness this data sets them apart in the advertising world.” Kyle Nimmo, head of media investment at easyJet, commented.

Singapore – Digital travel platform Agoda has launched a generative AI (GenAI) film promoting the beauty of global exploration. 

Echoing Agoda’s aim to bridge the world through travel, the campaign also celebrates cultural diversity and human connections gained from travelling.

Titled ‘Leo’s Magical Travel Adventures,’ the short film follows the journey of Leo across countries. From Guangzhou in China, Rotorua in New Zealand, and Ayutthaya in Thailand, Leo finds himself in Udaipur, India. In each stop, he gains knowledge of the different cultures.

The film builds on Agoda’s book titled ‘Maya and the Secret World of Agoda,’ also made using AI.

Among the tools used for the short film production are OpenAI’s ChatGPT 4.0 and Midjourney v6.1, supervised by Agoda’s marketing, legal, and translation teams.

The short film is available for viewing at Agoda’s YouTube channel.

“AI is rewriting the rules of creativity. This AI project wants to inspire both kids and adults to dream big with travel, while celebrating Asia Pacific’s incredible diversity and the joy of exploration,” Matteo Frigerio, chief marketing officer at Agoda, said.

“At Agoda, our purpose is to bridge the world through travel. Travel helps people enjoy, learn, and experience the amazing world we share. Using cutting-edge AI tools to tell this story was as exciting as it was meaningful,” Frigerio added.

Bangkok, Thailand – Hungry Hub, an online restaurant and hotel reservation platform in Thailand, has teamed up with the Singapore Tourism Board (STB) to extend its dining experience offerings internationally.

Through the partnership with STB, Hungry Hub will leverage Singapore’s diverse cuisine to attract Thai and Malaysian visitors. Its initiatives include partnerships, rewards for customers, and exclusive promos for Hungry Hub users.

To promote the food and beverage industry in Singapore, STB and Hungry Hub are set to launch joint campaigns. This includes inviting influencers to create content on food experiences in the country while adding attractions and other events to their itineraries.

The collaboration builds on STB’s recent campaign highlighting its position as a culinary capital.

Starting this December, Hungry Hub will be offering dining experiences in acclaimed restaurants in Singapore. With a curated selection, app users can purchase meal packages from pre-selected menus.

Meanwhile, Hungry Hub will also launch its ‘Hungry Hub Red Table Awards 2024,’ which honours restaurants and hotels for culinary excellence and service.

Surasit Sachdev, chief executive officer of Hungry Hub, said, “This expansion marks a significant milestone for Hungry Hub as we move toward becoming a global Online Travel Agent (OTA) for restaurants. With 50% of our user base being Thai and 50% international travelers, we are committed to providing the best dining reservation experiences, emphasizing convenience, value, and variety.”

“Our collaboration with the Singapore Tourism Board underscores our ambition to boost Singapore’s restaurant scene by offering value for money dining experiences at F&B establishments. Leveraging our success with 1,700+ partner restaurants in Thailand, including Michelin-starred and fine dining venues, we’re well-positioned to attract both Thai and international customers to Singapore’s vibrant culinary scene,” Sachdev added.

Terrence Voon, executive director of Southeast Asia at Singapore Tourism Board, commented, “Dining is an important part of Singapore’s tourism appeal, as it showcases our diverse food culture and heritage. STB has seen a 63% increase in F&B expenditure since the pandemic, indicating an appetite for culinary experiences. Hungry Hub’s expansion into Singapore presents an exciting opportunity to showcase our city as a premier destination for culinary adventurers, be it at award-winning restaurants or iconic hawker eateries. We look forward to welcoming food enthusiasts from Malaysia and Thailand to explore, discover and delight in Singapore’s unique gastronomic offerings.”