Tag: Singapore

Singapore – FairPrice Group (FPG), Singapore’s largest retailer, has launched a new campaign aimed at highlighting the daily struggles of everyday families and how the brand strives to make life a little easier for them. The campaign, which centers around the tagline “Every Day, Made a Little Better,” is spearheaded by an emotional short film produced by BBH Singapore.

Directed by Tan Hui Er, the film focuses on a hardworking Singaporean couple and their young son as they navigate the ups and downs of family life. The storyline showcases relatable moments, such as the mother feeling guilty for arriving home late from work without time to cook, and the father rushing to pick up their child from school. Tender scenes depict the emotional highs and lows of parenting, from a tearful meltdown in a supermarket aisle to a child drawing on the bedroom wall in crayon.

As the narrative unfolds, it highlights how small moments can have a big impact on daily life, with FairPrice Group quietly playing a supportive role in the background. The film is set to a specially composed song titled “You’re Doing Well,” reinforcing the campaign’s message of reassurance and hope.

Running for three months across cinema, social media, digital platforms, and out-of-home (OOH) channels, the three-minute film, along with 30- and 15-second cutdowns, is designed to create a strong emotional connection with viewers. It emphasizes FPG’s role as a trusted partner in helping families manage their everyday challenges, underscoring its commitment to supporting the Singaporean community.

The campaign encourages families to find positivity in their daily lives, even when things aren’t perfect. It serves as a reminder that the little moments spent together are what matter most. This message will be reinforced through various community and customer engagement initiatives launched by FPG’s brands, reflecting the company’s social mission to keep essential goods accessible to all Singaporeans.

In addition to its retail operations, FPG champions several community support initiatives through its philanthropic arm, FairPrice Foundation. Programs like “Start Strong, Stay Strong,” “Cheers Breakfast Club,” and the annual “A Full Plate” food donation drive showcase the group’s dedication to promoting healthier and more fulfilling lives for Singaporeans.

BBH Singapore was responsible for developing FPG’s refreshed brand architecture, aligning its sub-brands—FairPrice supermarkets, FairPrice Finest, FairPrice Xtra, Cheers convenience stores, and Unity pharmacies—under the master brand to strengthen their collective impact.

With this new campaign, FPG aims to deepen its emotional connection with Singaporean families and demonstrate the meaningful ways it supports them in their everyday lives.

Alvin Neo, chief customer and marketing officer at FairPrice Group, said, “FairPrice Group’s latest brand campaign, “Every Day, Made A Little Better,” is more than just a brand refresh milestone for us; it is a heartfelt affirmation of our purpose and ethos. The campaign launches with a brand film unlike anything we have ever done, gently reminding the families we serve that even amidst life’s inevitable challenges, their daily efforts, no matter how small, do make a difference. It is a celebration of the extraordinary found in our daily lives and the important things to be grateful for. This same spirit fuels us at FPG, inspiring us to never stop giving our best to make every day a little better for those we serve.”

Meanwhile, Khairul Mondzi, executive creative director at BBH Singapore, commented, “We wanted to create something that would uplift and inspire people, that trying your best, even in small ways, makes every day a little better. Everyone, from the FairPrice Group team to our production partners, put their heart and soul into bringing this vision to life.”

Kuala Lumpur, Malaysia – Mastercard, a technology company in the payments industry, and beverage brand Ribena Malaysia has collaborated to reward customers through the Mastercard Gamer Exchange. 

The partnership rewards gamers through the platform when they purchase eligible Ribena products. Each purchase allows customers to earn points on the Mastercard Gamer Exchange platform, which can be redeemed for gaming credits.

Customers can exchange gaming credits using Ribena products starting Oct. 1, 2024.

Ribena Malaysia is the first consumer goods partner to be on the Mastercard Gamer Exchange platform.

The gaming industry has been rapidly growing with more people calling themselves gamers globally. In Malaysia, revenues from gaming are predicted to hit US$650 million this year. Consequently, technology has constantly been adapting for more suitable devices and increased internet coverage for gaming. 

In response to these trends, Mastercard developed the gamer exchange platform to change the rewards programs in the market. Brands can integrate the Mastercard Gamer Exchange into their reward programs’ applications or websites.

Additionally, Mastercard Gamer Exchange allows users to redeem their points in small amounts. This means that gamers do not have to accumulate large quantities of points before they can redeem gaming credits.

“As the #1 blackcurrant drink in Malaysia, Ribena is constantly looking at innovative ways to connect with a new generation of consumers and to ensure that our valued consumers have a rewarding and enjoyable moment. This partnership with Mastercard brings that purpose to life – with Ribena, gaming enthusiasts now get to enjoy that unparalleled Ribena blackcurrant taste, whilst rewarding themselves with gaming credits,” Rodney Tan, marketing director for Suntory Beverage and Food Malaysia, said.

“Mastercard has always aimed to connect people with their passions, such as sports, arts, music, and gaming. Mastercard Gamer Exchange – the world’s first reward points conversion engine for gaming credits – was conceived with the vision of bridging our partners’ loyalty programs with the global gaming community,” Kaveri Khullar, senior vice president for consumer marketing & sponsorships of Asia-Pacific at Mastercard, said.

“With one simple, seamless solution, Mastercard Gamer Exchange establishes an entirely new category in rewards redemption, giving gaming enthusiasts a novel way to add gaming credits; offering game publishers and developers a new distribution channel – one that didn’t exist before; and providing brand partners with a fresh approach to connect meaningfully with this fast- growing demographic,” Khullar added.

“The partnership between Mastercard and Ribena, one of the most beloved consumer brands in Malaysia, is a gamechanger in consumer engagement. Mastercard is excited to be working with Ribena to help them deepen their engagement with this diverse audience. Mastercard Gamer Exchange is a recognition that gaming is a popular passion globally and specifically in Southeast Asia, and that rewarding gamers means rewarding an incredibly broad demographic of consumers and creating something meaningful for them,” Dheeraj Raina, vice president and head of marketing and communications of Southeast Asia at Mastercard, said.

Digital financial services platform Atome has also partnered with Mastercard, entitling Atome card holders in the Philippines to earn gaming credits.

Singapore – Moove Media, ComfortDelGro’s outdoor advertising arm, has announced the trial of its ‘Dynamic Cab Advertising,’ Singapore’s first taxi top smart digital billboards, for a six-month period. The Land Transport Authority (LTA) has approved for 50 vehicles to be on the road during the trial.

The new taxi top smart digital billboards will be able to display different creatives based on the vehicle’s location, time of day and prevailing weather conditions, allowing advertisers the ability to tailor ads and target audiences with precision.

Singapore will be one of the first few markets in the world to feature digital advertising on top of taxis after New York, UK, Hong Kong and India. These vibrant digital displays will add a new dimension to Singapore’s cityscape, while also contributing to a more sustainable environment. 

By eliminating the need for consumable materials like stickers and ink, ‘Dynamic Cab Advertising’ reduces environmental impact and ensures faster turnaround for visual and creative changes, which are made digitally through a virtual content management system. This is estimated to save up to 200 man-hours and 3,300 square meters of printed material annually for every 50 taxis equipped.

To avoid distracting drivers on the road, ad transitions will only happen when the taxi is stationary. Each ad on the screen will play for 15 seconds before transitioning to the next one. Moove Media expects to launch the first 50 taxis equipped with the new smart digital billboards by 14 October 2024. Amazon is the first client to adopt this new advertising format.

Jeffrey Kwek, CEO at Moove Media, said, “We are proud to be pioneering the future of outdoor advertising in Singapore with the introduction of the first taxi top smart digital billboards. Our Dynamic Cab billboards offer unmatched access and visibility, offering brands a unique opportunity to reach their target audience in one of the world’s most densely populated cities. By leveraging geo-targeting capabilities, advertisers can significantly enhance their campaign return on investment.”

Singapore – McDonald’s Singapore is encouraging young people to love themselves with the ‘Lovin’ Me’ campaign for World Mental Health Day. The campaign, led by public relations agency Golin, aims to help young Singaporeans nurture self-love and resilience.

Through the campaign, McDonald’s intends to provide the youth access to mental health resources. A recent study from the Institute of Mental Health prompted the initiative, as it found that one in three young people has experienced severe signs of depression, anxiety, and stress.

McDonald’s released the ‘Lovin’ Me’ anthem and music video, which captures the themes of self-love, resilience and acceptance. Featuring local talents Haneri, WHYLUCAS, and LAYYI, the song encapsulates the youth’s emotional journey and empowers them.

The campaign also encourages open dialogue on mental health through the ‘Lovin’ Me Conversations’ podcast series, also hosted by Haneri. The podcast will feature mental health advocates and experts to talk about their insights about the issue. 

The ‘Lovin’ Me Playbook’ also offers mental health resources tailored for young people, including messages they can share with others. The digital guide aims to spread awareness, designed to be accessible to the youth.

Additionally, McDonald’s is launching the ‘Lovin’ Me’ Reminders, sticker sheets featuring uplifting illustrations and anthem lyrics. It can be downloaded on laptops and mobile devices.

Last year, McDonald’s Singapore launched the ‘Feelings Cards’ tailored for younger children to recognise and express their emotions. Building on this initiative, the ‘Lovin’ Me’ campaign extends to teens and young adults.

“At McDonald’s, we believe in supporting the communities we serve, and that includes our youth who are at the heart of Singapore’s future. With ‘Lovin’ Me’, we want to create a safe space where youth feel seen, heard, and uplifted. We hope to inspire a community that prioritises mental well-being and empowers youth to embrace who they are while seeking the emotional support they need,” Benjamin Boh, managing director of McDonald’s Singapore, said.

“I have hope that our efforts will fuel conversations that empower them to share their stories and, more importantly, spark dialogues that create real change.” Shouvik Prasanna Mukherjee, executive vice president of global creative innovation and chief creative officer of APAC at Golin, said.

Singapore – OpenAI, the company behind the popular AI chatbot ChatGPT, has revealed plans to open an office in Singapore later this year. This will be the company’s fourth international office and its second in Asia, following Japan. 

The Singapore office will act as a regional hub aimed at fostering collaboration and strengthening ties with local and regional governments, businesses, and institutions. OpenAI will also collaborate with AI Singapore, the city-state’s national AI initiative, on generative AI models tailored to the cultures and languages of Southeast Asia. 

During Singapore Tech Week, OpenAI CEO Sam Altman highlighted the country’s strong history in technology leadership and its role in advancing AI to address societal challenges and boost economic growth. 

He expressed enthusiasm about partnering with the government and the country’s growing AI community as the company expands in the Asia-Pacific region.

According to OpenAI’s careers page, they are opening jobs for its sales, customer success, technical success, and security teams for the Singapore team.

It’s worth noting that this follows a slew of publisher partnerships OpenAI has, including the Associated Press, Axel Springer, The Atlantic, Dotdash Meredith, Financial Times, LeMonde, NewsCorp, Prisa Media, TIME, Vox Media, Conde Nast, and most recently HEARST.

Earlier this year, Grab and OpenAI has announced a partnership, as both companies will design and deliver enhanced experiences for Grab users, partners and employees using state-of-the-art AI capabilities.

Singapore – After a three-year absence from the Singapore market, global health and wellness brand GNC has formed a strategic partnership with Watsons Singapore to re-establish itself as a trusted choice for consumers dedicated to enhancing their well-being.

GNC’s re-entry into the Singapore market is fuelled by a growing demand for premium health supplements among increasingly health-conscious consumers. Through its partnership with Watsons, GNC aims to offer a broader selection of high-quality products specifically designed to meet the needs of Singaporeans committed to maintaining healthy lifestyles.

Cheri Mullen, senior vice president and chief international officer at GNC, said, “We are thrilled to be launching with Watsons Singapore. We are confident that this partnership will position GNC back in the market better than ever. Our collaboration not only marks GNC’s re-entry into a very relevant market but also reinforces our commitment to empowering customers on their wellness journey while serving product innovation to cater to Singaporean’s evolving health and wellness needs.”

On the other hand, GNC’s return significantly enhances Watsons’ already impressive portfolio of over 200 brands. This collaboration solidifies Watsons as Singapore’s ultimate one-stop destination for health shopping, providing customers with everything they need for their wellness journeys under one roof.

With GNC’s trusted range of supplements, shoppers can enjoy a diverse selection tailored to their health needs, complemented by Watsons’ seamless online and offline shopping experience. This partnership aims to drive significant growth in the health supplements category, reinforcing Watsons’ position in the health retail market. 

Leveraging GNC’s strong legacy and Watsons’ established reputation, this collaboration is strategically positioned to capitalise on the growing demand for high-quality health products in Singapore.

Irene Lau, managing director of Watsons Singapore, emphasised that this partnership aligns perfectly with Watsons’ mission to provide high-quality health and wellness options for customers. 

“Together, GNC and Watsons aim to create synergy that enhances the shopping experience by focussing on a comprehensive range of health supplements tailored for health-conscious consumers,” Lau shared. 

By merging GNC’s trusted product range with Watsons’ extensive retail network, this partnership aims to enhance the health shopping experience, providing customers with convenient access to top-quality products in one location.

Details on GNC products at Watsons will be announced soon, providing consumers with an exciting selection for their healthy lifestyles. This partnership revitalises GNC’s legacy and strengthens Watsons’ position as Singapore’s leading health shopping destination. With GNC’s trusted supplements available alongside Watsons’ offerings, shoppers can enjoy a seamless one-stop experience that caters to all their health needs, redefining the health supplement landscape in Singapore.

Singapore – Havas Media Singapore has been appointed as the integrated media agency of record for the Singapore business of Great Eastern, a financial services provider. The agency won the media mandate after a competitive pitch process.

As the integrated media agency of record, Havas Media Singapore is responsible for developing and executing media strategies. It is also tasked to oversee planning and buying across online and offline channels to support Great Eastern’s growth.

Great Eastern selected Havas Media for its innovative approach to delivering results based on its marketing objectives.

“We are honoured to embark with Great Eastern on this partnership, a brand that shares our commitment to delivering meaningful impact. As we continue to invest in our digital capabilities and tools to enhance client centricity and collaboration, we look forward to elevating Great Eastern’s brand presence and supporting their mission to empower customers to Reach For Great,” Russell Lai, chief commercial officer of Havas Media Network Singapore, said.

Keith Chia, head of group brand and marketing at Great Eastern Singapore, commented, “Havas Media’s data-driven, digitally forward approach combined with their thorough understanding of our brand and business objectives assured us they were a good fit. We look forward to a fruitful collaboration as we continue to further strengthen our brand with our customers and engage the next generation of younger audiences.”

Singapore – Following the conclusion of the Formula 1 Singapore Airlines Singapore Grand Prix weekend–brands McLaren, Ferrari, and Red Bull emerge as the standout teams in the conversation, according to data from Meltwater. It has also highlighted the influence of K-pop is also evident, showcasing its growing role in attracting new fans and enhancing the event’s global appeal.

McLaren topped the charts in overall F1 team’s popularity with 91,900 mentions, buoyed by Lando Norris’ stellar victory, which closed the gap to championship leader Max Verstappen. Ferrari and Red Bull followed closely with 84,900 and 83,900 mentions respectively, as global conversations swirled around the race’s exciting developments. 

Adding to the buzz was the announcement of Will Courtenay, Red Bull’s head of race strategy, switching to join McLaren as sporting director – an event that sparked significant online speculation.

Beyond the thrilling motorsport action, Formula 1 has firmly established itself as a premier entertainment event, with a strong focus on high-profile musical performances. This year’s Singapore entertainment lineup outshone all other factors like security, merchandise, F&B and more, with mentions skyrocketing from a daily average of 1,070 to 116,000 on September 21, a staggering 140 times increase on the social media platform X.

Driving this surge in engagement was BabyMonster’s historic Formula 1 debut, marking the first appearance of a Korean girl group at the event. Their performance generated significantly more buzz than other headliners, including Kylie Minogue and OneRepublic, and the hashtag #BabyMonster appeared in 112,000 mentions. 

The overwhelming fan response highlights BabyMonster’s rising global popularity and solidifies their place as a major force in the entertainment world, making their appearance a standout moment at the Grand Prix.

Lastly, prior to the event, Pirelli emerged as the global leader leading up to the race, achieving an impressive 80 million reach and over 957,000 engagement across digital platforms. However, during the Formula 1 Singapore Grand Prix weekend, Singapore Airlines soared to the top, commanding a 54.1% share of voice.

This spike in visibility was largely driven by Singapore Airlines’ role as the event’s title sponsor, but also by a post from popular Korean celebrity Choi Si-won, a member of the K-pop group Super Junior. Si-won shared his excitement about attending the Grand Prix and tagged Singapore Airlines, generating significant engagement across multiple platforms and contributing to the sponsor’s strong showing. Other celebrities who made their appearance at the event included actors Simu Liu and Manny Jacinto.

Mimrah Mahmood, vice president for enterprise (APAC) and partner at Meltwater Asia-Pacific, said, “F1 has been strategically expanding its appeal to a broader audience, notably through their Netflix documentary Formula 1: Drive to Survive, and we see their efforts paying off. F1 has entered mainstream popularity and it’s no longer just for motorsport enthusiasts. The surge in excitement for race weekend marks F1 as a contemporary cultural touchpoint. Teams and sponsors are leveraging this momentum, driving engagement and increasing their digital footprint across new demographic segments.”

He added, “Notably, we are starting to see non-F1 related brands jumping into the conversation and developing campaigns around the race weekend, such as Singapore Sports Hub’s Groovedriver Festival. Brands are creatively tapping into the growing excitement surrounding F1, and we can expect to see more trendjacking around this local moment in years to come.”

Singapore – Mobile network provider giga! is turning every letter ‘e’ into a scannable code through the augmented reality (AR) campaign for its new 5G eSIM launch. Through the filter called ‘giga E-xplorer,’ created by Grey Singapore, everyday objects with the letter ‘e’ are turned intro interactive portals.

The AR filter, accessible through giga!’s website and social media channels, uses smartphone cameras to recognise any letter ‘e’ in the environment. When scanned, they lead to prizes and promo codes related to giga!’s new 5G eSIM plans.

The approach aligns with giga!’s brand “feel good” philosophy by making the launch experience interactive. It also provides fun prizes such as Eighty-Eight Eggs, Exciting Evening at Dua Lipa’s Concert, and Enticing Eighty-Eight Pearl bubble tea. 

Beyond the campaign, giga!’s new 5G eSIM plans offer nationwide 5G coverage, fast download and upload speeds, seamless streaming, and ultra-low latency. 

For frequent travelers, giga! has also included free monthly roaming data in popular destinations like Malaysia, Indonesia, Thailand, South Korea, and India.

“Launching anything into the crowded telco space is a challenge. At giga, we love rising to that challenge, not just with award-winning customer service but by entertaining people and making them feel good. The giga E-xplorer is such fun; you can scan anything from cereal boxes, number plates, or even ‘e’ shaped plant stems and stand to win one of out excellently engineered emotive prizes,” Peter Callaghan, creative director at Grey Singapore, said.

Singapore – Multinational company Dyson has laid off several employees in its main headquarters at Singapore, and follows a recent job cut by the company involving 1,000 employees in Britain.

Dyson has confirmed the news to MARKETECH APAC when reached out to.

“We constantly evolve the composition of our teams and take steps to ensure we have the right skills in the right places. Our ambitions in Singapore remain unchanged, and we anticipate that we will continue to grow here in the medium term,” a company spokesperson told MARKETECH APAC.

Dyson didn’t comment further on the number of employees affected by the layoffs, or which departments the employees are from.

The layoffs are done despite the local employee headcount growing to 35% by 2023, and is expected that Dyson’s total footprint in Singapore will grow in the medium term. Moreover, Singapore–being the company’s headquarters–sits at the centre of Dyson’s research and advanced manufacturing ecosystem.

Following this update, the United Workers of Electronics and Electrical Industries (UWEEI) has expressed disappointment with the company’s one-day notice regarding the retrenchment exercise. For Patrick Tay, executive secretary at UWEEI, this left insufficient time for meaningful discussion between both parties. The union has since then escalated the matter to the Ministry of Manpower.

“The union understands that the affected workers fall outside its scope of representation under the Collective Agreement with Dyson. Nonetheless, UWEEI stands ready to support affected workers,” Tay said in a media statement sent over to MARKETECH APAC.

With this, UWEEI is teaming up with NTUC’s e2i (Employment and Employability Institute) to assist affected workers for new employment opportunities, job matching, and will support them with career coaching and job training, where needed. 

UWEEI members may also tap on the Union Training Assistance Programme (UTAP) fund to offset training courses should they require skills upgrading. It will also assist members who may face financial hardship via their various assistance programmes. 

The union has also reminded companies to observe the guiding principles outlined in NTUC’s Fair Retrenchment Framework (as of 24 July 2020) and the Tripartite Advisory on Managing Excess Manpower and Responsible Retrenchment, and are necessary to ensure that a fair and balanced retrenchment exercise has been undertaken by companies.

“Unionised companies should work with their unions in a timely manner to ensure that a fair and equitable process is carried out to safeguard the interests of all workers, especially our Singaporean core,” Tay added.