Tag: Singapore

Last week, Singapore and Kuala Lumpur were surprised with a troupe wearing red spandex, wandering around the city while pushing carts and carrying big boxes. In Singapore, individuals dressed in red spandex roamed iconic spots like Orchard Road, the Merlion, and Raffles Place, pushing red trolleys and carrying boxes emblazoned with ‘Shop more. Save more. Meanwhile, across the border in Kuala Lumpur, a similar group made their way through areas around the Petronas Towers, Putri Heights, busy shopping districts, and train stations.

As social media buzz intensified, regional fashion and lifestyle e-commerce platform ZALORA has revealed that they are the ones behind the ‘IRL’ execution as part of its promotion for the platform’s 11.11 sale.

In an exclusive conversation by MARKETECH APAC with Neha Bhasin, director of marketing and brand communications at ZALORA, she stated that given that the 11.11 Sales period is their biggest event of the year, they wanted to capture attention with something that would resonate with people offline and create buzz online as well. This is on top of recognising how there is increased competition nowadays between e-commerce players locally.

“Guerrilla marketing was the perfect choice because it allowed us to break through the noise, turning everyday public spaces in Singapore and Kuala Lumpur into interactive touchpoints with our audience. The spandex-suited troupe and vibrant red carts symbolised the energetic and diverse world of ZALORA, which offers everything from fashion to beauty and sports, creating an immediate, fun connection to the massive savings offered on 11.11,” Neha explained.

The campaign, done by ZALORA’s in-house team, drew inspiration from the energy and vibrancy of the digital shopping experience and the universal excitement around a good deal.

“The concept of spandex suit-clad individuals pushing red carts with bold messages like “Shop More Save More” aligned well with the 11.11 Sale’s spirit. Each cart was curated to represent a major category on ZALORA, like fashion, beauty, sports, and luxury, reinforcing the variety of our offerings and amplifying the idea that there’s something for everyone in this sale. It was about making a direct, impactful statement to the public while maintaining the fun, engaging tone that our customers associate with ZALORA,” Neha added.

When asked how important it is for ZALORA to create an ‘IRL’ campaign despite its e-commerce offerings, Neha noted how they always wanted to create a bridge between the online and offline worlds.

She also stressed that while ZALORA’s core is e-commerce, the brand recognises that real-world, tangible experiences deepen customer engagement and trust. 

“An IRL campaign makes our online sales event more relatable and approachable, especially to those who may not be active digital shoppers. By presenting a memorable, shareable spectacle on the streets, we’re not only expanding our reach but also creating content that is likely to go viral, which complements our digital strategy for a full 360-degree approach to the 11.11 sale,” she said.

In terms of what the ZALORA team learned from this guerilla marketing campaign, Neha stated that one of the biggest takeaways was seeing firsthand the value of disruptive, creative marketing in building brand visibility. For them, this campaign taught them the power of experiential engagement and how it can amplify an online event. 

“We found that people are eager for novel, share-worthy experiences, and this campaign delivered on that front by generating organic conversation both on the streets and across social media. This experience reinforced the importance of a holistic approach to our campaigns, where every activation — online or offline — works in synergy to create a cohesive and memorable brand experience,” she concluded.

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Offline campaigns remain essential for e-commerce players like ZALORA because they bridge the digital and physical worlds, creating memorable, tangible experiences that resonate with a wider audience. By capturing attention in high-traffic, real-world locations, brands can engage new customers, increase brand visibility, and spark organic social media buzz as people share their encounters online. 

These offline touchpoints generate excitement, foster brand loyalty, and amplify digital engagement, making them a powerful tool to drive traffic and sales in a highly competitive e-commerce landscape

GUT, the South American-based global creative network, has recently made its first foray into Asia-Pacific with the launch of its office in Singapore. This marks the agency’s tenth office globally, with existing offices in Miami, Buenos Aires, São Paulo, Toronto, Mexico City, Los Angeles, Amsterdam, Madrid, and New York.

Following the agency’s recent official Singapore office opening, MARKETECH APAC caught up exclusively with Jessica Davey, managing director at GUT Asia to better understand why this new office launch means much for the agency, and how their vision fits well with the region’s continued advancement–technologically and creatively–globally.

A dream five years in the making

Davey had noted that GUT’s founders–Anselmo Ramos and Gaston Bigio–have long dreamt about opening shop in Asia since the agency was founded in 2018. With that in mind, Davey has expressed that the agency is optimistic about working with a lot of regional and global clients in the region, given how diverse Asia-Pacific is.

“Opening an office in Asia has been a dream of the founders since they first started the agency in 2018 and it represents an incredible opportunity for us as we continue our explosive growth journey. This dynamic and diverse region is home to many global and local clients who are looking for brave and innovative solutions to help drive business growth. Having a presence in Asia makes us a truly global agency network that can service clients anywhere in the world,” she explained.

Speaking on why they chose Singapore as its APAC home, Davey said, “Singapore’s diversity, innovative spirit, and vibrant energy are a perfect fit for GUT’s brave creative approach. We couldn’t be more excited to open our doors in this iconic city that has been pushing the boundaries of creativity, technology, and design and become a part of this amazing community.”

Making brave work right for clients

At the centre of GUT’s vision as a creative agency are three core principles: Courage, Transparency and Intuition. For them, the order of work means being people first, work second and clients third.

This is exactly what Davey also echoed when asked about whan can the region expect from GUT in their expansion to APAC.

“At the centre of our business is our core mantra: we are a brave agency for brave clients. But it is important to acknowledge that bravery isn’t binary, it is a spectrum and that clients all have different paths to bravery,” she said.

She also stressed that creative ‘brave’ work clients means making sure that it fits well their client needs, as well as the needs of the region.

“So we want to make brave work that is right for our clients, their markets & cultures and people. We want to ensure our work reflects this diverse and dynamic region, not just in what we make but in who and how we make it,” she added.

Davey also noted, “With many of our global clients looking for local presence and expertise – the time was right to bring GUT to this market and position ourselves for even greater growth and success around the world.”

Collaboration is all about working together to make impact

Going back to GUT’s three core principles: Courage, Transparency, and Intuition–Davey says that they always ask potential new clients if they are aligned with those values to make sure they are a good fit.

Some of the agencies GUT has recently worked with include AB-InBev, Tim Hortons, Mercado Libre, Coca-Cola, Kraft-Heinz, P&G, and NotCo.

“We have a philosophy called ‘Open Kitchen,’ which is all about working collaboratively with clients. We will do whatever it takes to understand a client’s business, identify communications needs and opportunities, and proactively bring bold ideas to the table,” Davey explained.

When asked about the agency’s future plans in the region, she stated, “Asia has historically been one of the most creative and technologically advanced regions in the world and we are thrilled to tap into the talent and innovation in the region to bring bravery to every touchpoint. We see a huge opportunity to play a meaningful role in pushing the boundaries of what’s possible leveraging technology, design and creativity to connect brands and consumers in this region in impactful ways.”

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As an agency whose mantra revolves around how the more diverse they are, the more creative they are and that they will never be diverse enough. For GUT, they believe that diversity is an ongoing process and measure of intention. As a region whose growth continues to be manifested through growth of digital channels and changing consumer behaviour, there is a huge opportunity for GUT to make a splash in the region and bring its learnings from existing markets to APAC.

Singapore – Revolut, a global fintech company, has launched a debit card vending machine at the National University of Singapore (NUS).

In partnership with Visa, Revolut’s initiative aims to provide students with access to financial services. Since some students below the age of 21 may not have access to traditional banks, Revolut can provide them with debit cards and access to money management tools.

The Revolut cards enable students to send and receive money locally and internationally, use budgeting and analytics features, and enjoy incentives such as cashback. It also allows them to start their investments.

Revolut also offers a group bills feature, which allows students travelling in groups to settle payments regardless of the currency in the app. The app also allows users to store up to 34 currencies and spend in more than 150 currencies worldwide.

Additionally, students can use a virtual card and add it to their e-wallet, enabling them to use it in both physical and online stores.

Raymond Ng, chief executive officer at Revolut Singapore, said, “We are always looking for new and innovative ways to make money management accessible to our customers. We are really excited to launch Singapore’s first-ever debit card vending machine in one of the most established and largest universities here, making it easy for students to get their cards. Whether it’s spending in 150+ countries around the world, splitting bills seamlessly with friends, saving for a new Playstation or learning about various investing tools, Revolut will be their all-in-one money companion.” 

“At Visa, we believe in the power of collaboration and innovation. Working with valued partners like Revolut, who are at the forefront of creating innovative products tailored for the Gen Z segment, is crucial. These products not only help young people manage their money effectively but also educate them about investments, supporting their financial journey,” Adeline Kim, Visa country manager for Singapore & Brunei, said.

“Based on our Gen Z research, close to 40% of Gen Z consumers indicate that convenience is a crucial factor in determining which product they use to pay, and the same number highlighted better rewards and offers would make them switch to alternative payment methods. By providing easy access for the youths to obtain their debit cards through the vending machines at NUS and providing great cashback when they shop and pay, we help to support this next generation to take control of their financial future,” Kim added.

Singapore – Havas CX,  a customer experience network under Havas, has launched in Singapore, expanding its presence in Southeast Asia. 

Havas CX’s expansion in Singapore is set to combine the expertise of Think Design in user interface and experience with the tech and digital capabilities of Ekino.

As part of the launch, Think Design will be supported by Ekino in providing solutions for brands’ customer engagement. The initiative aims to deliver innovation through leveraging technology and creativity to deliver seamless brand experience.

Havas CX has a vast network globally, with hubs in London, Paris, New York, and Mumbai.

“Expanding our CX capabilities in Southeast Asia, with Singapore serving as the strategic hub, is a key part of our broader Converged growth strategy in the region,” Rana Barua, group chief executive officer of Havas India in Southeast and North Asia (Japan & South Korea), said.

“While we establish a robust UI/UX design capability through Think Design, in the coming months, we’ll be introducing more of Havas CX Network’s services into Southeast Asia — reinforcing our commitment to delivering transformative customer experiences in one of the world’s most dynamic digital economies,” Barua added.

David Shulman, global CEO of Havas CX Network, commented, “As brands seek to create deeper, more meaningful connections with their audiences, the need for seamless, integrated experiences has never been greater. By expanding our CX capabilities in Southeast Asia, starting with Singapore, we are reinforcing our dedication to customer-centric innovation throughout the region, providing solutions that resonate with audiences at every step of their digital journey.”

“We are excited to integrate our CX capabilities into the region, positioning Singapore as a leading hub for digital innovation to drive significant growth across the region,” Deepali Saini, CEO of Think Design, and Rowena Bhagchandani, CEO of BLKJ Havas, said.

Singapore – Known for its strategic role in the Asia-Pacific region, Singapore attracts global and regional brands eager to test cutting-edge marketing techniques and engage a digitally savvy audience. From data-driven personalisation and omnichannel strategies to influencer collaborations and experiential campaigns, marketing in Singapore is constantly evolving to meet the demands of a connected and diverse consumer base.

In Singapore, brands are increasingly embracing hyper-personalised strategies and leveraging modern and evolving technologies like AI to create seamless, engaging customer experiences. As consumer expectations evolve, marketers are focusing on omnichannel approaches that harmonise digital and physical interactions, from AI-driven personalisation to immersive experiences that resonate with Singapore’s digitally savvy audience.

To empower marketers in navigating Singapore’s ever-evolving marketing landscape, MARKETECH APAC is excited to bring back its highly anticipated conference to Lion City. Taking place on 20 February 2025 at One Farrer Hotel, ‘What’s NEXT in Marketing: Singapore 2025’ offers an exceptional platform for marketers to expand their networks, sharpen their strategies, and drive impactful success in the Singaporean market.

Building on the success of its previous edition, ‘What’s NEXT in Marketing: Singapore 2025’ continues to be a premier event in Singapore, equipping brands and marketers with cutting-edge insights, strategies, and tools to excel in a rapidly evolving industry.

In a dynamic day, industry leaders will gather to exchange insights, ignite innovation, and explore the future of marketing through keynote presentations, panel discussions, and interactive roundtables. 

Headlining the conference are industry leaders such as:

  • Ryan Thoo, VP, Marketing & Growth at Antler
  • X.Y. Ng, Head of Marketing at Doctor Anywhere
  • Bipasha Minocha, Group Chief Marketing Officer at EtonHouse International Education Group
  • Jaren Loy, Head, Digital Growth at FairPrice Group
  • Mira Bharin, Chief Marketing Officer at Trust Bank
  • Joon Ming Yeo, Head of Marketing and Commercial Operations at Urban Company
  • and many more to be announced! 

To learn how to be part of this conference, click HERE for further details.

For sponsorship opportunities, please contact Joven Barceñas at [email protected].

For speaking opportunities, contact Katherine Sy at [email protected]; and for registrations, reach out to Pam Acevedo at [email protected].

Singapore – The Ministry of Home Affairs (MHA) in Singapore has launched interactive films to combat terrorist threats with the creative agency VML Singapore.

The newly launched films expand the ‘What’s Your Role’ campaign of SGSecure, a national movement that empowers Singaporeans to be vigilant and secure in the face of possible terrorism.

Designed to equip Singaporeans with knowledge of their roles in keeping the country secure, the films call on viewers to make the right decisions amidst various dangers. It highlights the possible consequences of their actions, such as causing fear and division through the spread of misinformation.

@sgsecureofficial

Learn to spot the signs of radicalisation at SGSecure.gov.sg. Let’s play our roles and get timely help for our loved ones before they hurt themselves or others. WhatsYourRole SGSecure StayUnited StayStrong StayAlert

♬ original sound – SGSecure Official – SGSecure Official

As interactive films, viewers are called to ‘choose their own journey’ when facing dangers. It aims to empower Singaporeans to take on their own roles against terrorism, veering away from the gloomy tone of usual films about the topic.

“We all have a role to play in keeping Singapore safe from terrorism. And there’s no role too small. Which is why we leveraged interactive technology to remind and enable Singaporeans to play theirs, and be ready for any emergency,” Nimesh Desai, chief executive officer of VML Singapore, said.

Wilbur Sim, director at SGSecure Programme Office at MHA, commented, “A whole-of-society approach is crucial to safeguard our community from the threat of terrorism. The interactive films highlight the simple actions that everyone can take to protect our loved ones and our community from the multi-faceted threats of terrorism in a refreshing yet thought-provoking style.”

Singapore – Majority of Singaporean marketers (73%) are concerned with data privacy amidst their preference for data-driven marketing strategies, a new study by Yahoo DSP has revealed.

In collaboration with Millieu Insight, Yahoo DSP’s report aims to provide an overview of Singaporean marketers’ priorities for the upcoming year.

The report reveals a gap in data utilisation, with only 21% fully using online first-party customer data and only 11% using offline customer data’s full potential.

Meanwhile, 75% of marketers plan to adopt artificial intelligence (AI) and machine learning solutions to prioritise predictive analysis and campaign optimisation.

42% of marketers also aim to implement omnichannel campaigns, with mobile being the preferred channel for 39% of marketers. 34% of advertisers also reported spending more on open web platforms, marking an increase to its value for marketers.

The report also highlights performance marketing as a top priority for 61% of marketers, while only 30% will focus on brand marketing in 2025. With this, 76% reported their concern for campaign performance and efficiency, marking it as their top challenge.

While marketers are optimistic about the industry’s future, they face other challenges such as measuring ROI across channels (72%) and integrating data from different sources (56%).

To help address these challenges, Yahoo DSP has introduced new solutions like the AI suite Yahoo Blueprint, creative suite Yahoo Creative, and the Data Maturity Pulse program, which helps brands evaluate and enhance data.

“As we look toward 2025, the study underscores the pressing need for innovation amidst growing complexity in the marketing landscape. Marketers are increasingly focused on performance-driven strategies and cost-efficiency, which necessitates reliable and transparent partnerships. The solutions and features we showcased today are designed to empower marketers with cutting-edge technology that addresses the industry’s evolving landscape. Together, we can navigate this new era and unlock meaningful growth in an ever-changing digital environment,” Kenneth Koh, head of commercial sales of Southeast Asia at Yahoo DSP, said.

“While marketers in Singapore have recognised that data is a valuable tool to understanding and connecting with consumers, many are still grappling with unlocking its full potential. Amid a constantly changing landscape with limited resources and domain expertise, marketers should seek out and utilise like-minded technology and partners to activate first- party data efficiently for enhanced targeting and omnichannel strategies,” Dan Richardson, director of data and insights of AUSEA at Yahoo DSP, said.

“At Yahoo, we’ve developed the Data Maturity Pulse programme aimed at helping marketers navigate their way through the complex data wilderness. From data culture through to strategy, activation and measurement, the programme evaluates an organisation’s data practices and offers actionable steps to enhance their data capabilities and readiness,” Richardson added.

“In today’s hyperconnected world, marketers need to invest in omnichannel campaigns that seamlessly connect with consumers across touchpoints, efficiently. This shift presents a golden opportunity for marketers to harness the power of AI and its tools to enhance targeting and performance, and deliver maximum impact,” John McNerney, managing director of AUSEA at Yahoo DSP, commented.

“Marketers should turn their focus to cohesive, performance-based, omnichannel strategies, combined with transparent and interoperable ad solutions, to maximise reach, drive engagement and deliver value,” McNerney added. 

Singapore – English football league Premier League has collaborated with telecommunications company StarHub for a campaign to combat illegal streaming in Singapore.

The ‘Boot Out Piracy’ campaign aims to address the risks of illegal streaming on unauthorised channels amidst this Premier League season’s run.

To highlight the dangers of piracy, the campaign features football players Alisson Becker, Alejandro Garnacho, Jean-Philippe Mateta, Hwang Hee-chan, and Bukayo Saka to speak to fans.

StarHub is the Premier League’s exclusive broadcaster in Singapore, which entails a significant role in promoting the campaign.

Recently, a study by cybersecurity expert Professor Paul Watters revealed that 65.6% of advertisements on unauthorised streaming platforms are high-risk, which may lead to malware or scams.

To further protect the intellectual property rights of broadcasters, the Premier League is conducting efforts to identify and block access to illegal streaming websites. Additionally, it is working with local law enforcement to track illegal streaming services and the people behind it.

The ‘Boot Out Piracy’ campaign is set to roll out in broadcast channels and social media platforms across Hong Kong, Indonesia, Malaysia, Singapore, Thailand and Vietnam.

Kevin Plumb, Premier League general counsel, commented, “We know how passionate our fans are in Singapore and across Asia, staying up late to follow the latest Premier League action. We also know the risks and dangers of watching matches through illegal streams and want supporters to enjoy Premier League content in the best quality and safest way through authorised sources.”

“As well as promoting important messaging, we are working harder than ever with Singapore’s law enforcement authorities and our partners at StarHub to enforce legal measures and take action against piracy. This includes collaborating with StarHub to identify and shut down piracy syndicates and working together with local authorities to address the distribution of illegal streaming devices. We encourage fans to protect their online safety and to enjoy Premier League matches via authorised platforms, which will provide the best viewing experience,” Plumb added.

“The research findings underscore the urgent need for online users to stay vigilant and avoid platforms that stream pirated content. Users may be under the impression that these sites are harmless, but cybercriminals are always planning to launch cyberattacks such as data breaches, ransomware and malware, putting users at significant risks. The Premier League’s Boot Out Piracy campaign helps make these risks clear to fans in Singapore,” Watters said.

“As the Home of Sports, StarHub is dedicated to providing fans with the best possible viewing experience. We firmly believe in the importance of protecting our content from piracy. Piracy undermines our industry and threatens the future of sports content. By prioritising content protection, we ensure that fans can enjoy their favourite sport in a safe, secure environment,” Johan Buse, chief of consumer business group at StarHub, said.

“StarHub is proud to support Premier League’s ‘Boot Out Piracy’ campaign, and we are committed to fostering a vibrant sports community where every moment is valued and celebrated. Together, we urge fans to enjoy the game through legitimate channels, safeguarding the future of football for everyone,” Buse added.

Singapore – VivoCity, a lifestyle destination in Singapore, has revealed its refreshed brand look that embodies its contemporary energy. The brand refresh was made in collaboration with the branding agency Anak.

The new brand look aims to reflect how VivoCity is more than just a mall, but a retail and lifestyle destination that adapts to dynamic consumer needs and preferences.

Featuring vibrant colours and imagery, the new visuals highlight people in various experiences, reflecting authenticity. Meanwhile, its typography uses both serif and sans-serif fonts, leveraging the contrasting elements to eliminate monotony. 

VivoCity’s new brand look has been incorporated across its existing programmes, including the VivoRewards loyalty programme and the VivoCity Kids Club.

The VivoRewards Loyalty Programme has been upgraded to enhance its value on a refreshed app. The platform provides a better interface along with new features such as instant points crediting, instant payment offset, and e-vouchers. The loyalty programme also has a new membership tier for additional perks.

Additionally, the VivoCity Kids Club, a membership programme for children aged 3 to 12, also has a new logo. 

“Our brand reflects VivoCity’s evolution from a traditional shopping mall into a vibrant destination where memories are created, moments are celebrated and diverse communities come together. As we look to the future, we envision VivoCity not just as a mall, but a world for all, where inclusive, immersive and exciting experiences await every visitor,” Gwen Au, vice president for marketing communications at MPACT Property Management Pte. Ltd, said.

“Our objective was to create visually compelling communications that not only capture attention but resonate deeply with our audience across all demographics and in their many roles and persona. While we take pride in VivoCity’s rich history, we are constantly evolving, offering shoppers a blend of familiar comforts and exciting new experiences. This evolution is reflected in our new brand visuals which are vibrant, stylish, and personable, capturing moments of joy and excitement that connect meaningfully with our audience,” Au added.

Lee Hanyi, creative partner at Anak, commented, “We realise that Singaporeans expect more from malls than just shopping and as Singapore’s largest mall, VivoCity promises just that. It’s not just a place to buy things, but a gateway to experiences big and small. With a breathtaking waterfront, its massive play area and more dining options than you can count, each visit to VivoCity is like stepping into a world of endless possibilities. Whatever your mood or taste, there’s always something surprising or delicious waiting by the water.”

“To showcase VivoCity as an immersive world of experiences with something for everyone, we created the brand platform: ‘A World For All’ which is anchored by a new graphic device – the Vivo wave. Inspired by the mall’s iconic waterfront location, the Vivo wave is made of vibrant threads coming together in a dynamic arc. Its many threads and folds reflect the many dimensions, experiences, sights and flavours that come together, only at VivoCity,” Hanyi said.

Singapore – SPH Media, a media company in Singapore, has announced a significant restructuring of its technology division, resulting in the layoff of 34 employees. 

The layoffs are part of a broader effort to streamline processes in the division, according to a report from The Straits Times, a publication owned by SPH Media. It affected about 10% of technology workers.

In a media statement, the company assured the affected workers that they would be supported through severance packages, career coaching, job placement assistance, and counseling.

SPH Media is restructuring its technology division into three key departments, effective starting Nov. 5. This includes the chief technology office led by Jensen Boey, information technology department led by Christopher Lim, and the product and engineering team led by Kaythaya Maw.

Additionally, the company is creating a standalone business insights and analytics department which will report to Loh Yuh Yiing, SPH Media chief operating officer.

Loh explained in an email to staff that the increasing costs associated with technology and the declining revenue in the traditional media industry made the measures necessary. While it first decreased non-payroll expenditures, the company still had to lay off employees as a last resort.

“This was a difficult decision that we have had to make,” Loh said. “Going forward, our focus will be to steady the ship as we transit towards a more sustainable level of Tech operations and expenditure.”

Commenting on the departments, she said, “This restructuring of Tech departments will enable clearer leadership focus and accountability for outcomes in the areas of Tech administration, IT infrastructure and digital product development.”

Since its establishment in 2021 as the spin-off of Singapore Press Holdings, SPH Media has been operating a variety of newspapers, magazines, radio stations, and digital platforms.