Tag: Singapore

Singapore – Enterprise Singapore (EnterpriseSG) and Google Cloud have partnered to launch new initiatives that will accelerate AI adoption and innovation in Singapore, enabling high-growth startups to develop proprietary AI products and helping SMEs boost workforce productivity through AI.

As part of the partnership, Google hosted the ‘AI First’ event at its Asia Pacific headquarters, showcasing the first cohort of graduates from the ‘Google for Startups Accelerator: AI First Singapore’ and unveiling new AI initiatives in collaboration with the Singapore Government. This event was attended by deputy prime minister and minister of trade and industry Gan Kim Yong as the guest of honour.

“AI is a key driver of the Singapore economy, and it is critical for organisations of all sizes to embrace and deepen their use of AI to grow their businesses. The initiatives unveiled today at Google Cloud’s AI First event aim to advance AI adoption for startups and SMEs,” Gan stated. 

“Google for Startups Accelerator: AI First Singapore supports the growth of AI-orientated startups based in Singapore, and SMEs can leverage the Gemini for Google Workspace Program (SMEs) to kickstart their AI journeys and boost productivity. These initiatives demonstrate how public-private collaborations with technology leaders like Google Cloud can accelerate AI adoption and advance our national AI strategy goals,” he added. 

The inaugural cohort of ‘Google for Startups Accelerator: AI First Singapore,’ which ran from April to August 2024, included 25 early-stage startups from sectors like adtech, e-commerce, fintech, and climate tech. Selected from hundreds of applicants, startups such as Atlas, Eezee, and Lytehouse developed proprietary AI products addressing key challenges like accounting fraud detection, solar power capacity, food safety, and SME productivity, using top-tier technologies and resources from the program.

Meanwhile, another four AI startups—Kookree, Lytehouse, Staple, and UI-licious—received additional support from EnterpriseSG’s Startup SG Tech scheme, which accelerates the commercialisation of proprietary tech solutions. 

Following the program’s success, Google has opened its applications for the second cohort, starting in February 2025. The expanded three-month program will accept 35 startups, offering up to US$350,000 in Google Cloud credits, access to an AI innovation sandbox, mentorship, technical support, and opportunities to connect with investors at a Demo Day. Eligible startups may also receive further funding through Startup SG Tech.

Philbert Gomez, executive director for digital industry Singapore, said, “The success of the inaugural cohort of Google for Startups Accelerator: AI First Singapore reflects our commitment toward enabling promising AI startups with the means to turn innovative AI concepts into reality and commercialise them for local and global markets.”

He added, “The creativity and sophistication of the AI products developed by the graduating startups is a testament to the talent in our local ecosystem and its potential to deepen Singapore-based tech expertise, paving the way for long-term AI-powered growth. We look forward to deepening our partnership with Google Cloud as we continue supporting local organisations in their AI journey for growth in the digital economy.”

Also commenting on the event, Serene Sia, country director for Singapore at Google Cloud, explained, “Google Cloud has been a prolific contributor to the growth of Gen AI startups, with more than 60% of all funded Gen AI startups and nearly 90% of today’s Gen AI unicorns leveraging our infrastructure and capabilities. Through Google for Startups Accelerator: AI First Singapore, we’re providing locally-based founders with access to our broad choice of foundation models and developer tools, as well as resources, support, and routes-to-market for early-stage companies that are in line with regional nuances, so they can build and scale new AI products from the ground up in a matter of weeks.”

At the AI First event, Google Cloud and EnterpriseSG also launched the ‘Gemini for Google Workspace Program,’ offering SMEs up to 50% off license costs for 12 months. Gemini for Google Workspace, designed for small businesses, helps teams streamline workflows, enhance meetings, and boost productivity using AI-powered tools like Gmail, Docs, Sheets, and more.

The program aims to boost productivity and creativity for small businesses by providing access to Gemini’s AI-powered tools. It also offers SMEs access to Google’s advanced multimodal AI models with built-in data protections. In addition to cost savings, it provides dedicated training, consultations, and hands-on workshops to help businesses effectively deploy and maximise the benefits of Gemini in their daily operations.

This launch follows a successful pilot program in August 2024, where early adopters like Big Tiny, IKARI Services, and Koufu quickly realised measurable benefits from Gemini for Google Workspace. They used its features for competitive analysis, faster deal closures, creating marketing content, and personalising customer service responses.

“The Gemini for Google Workspace Program (SMEs) makes it easier for small business owners and their employees to adopt and extract value from gen AI, given that these companies typically operate with a tighter pool of resources that may see one person doing the job of many, and they would benefit from having time freed up to focus on important work and innovation. Alongside other initiatives like AI Trailblazers and Skills Ignition SG, the developments announced today fall under the programmatic and intentional approach that Google Cloud has been undertaking with the Singapore Government since May 2023, reinforcing our commitment toward helping organisations of all sizes thrive in an AI-enabled digital economy,” Sia stated.

Geoffrey Yeo, assistant managing director at Enterprise Singapore, added, “Google for Startups Accelerator: AI First Singapore and Gemini for Google Workspace Program (SMEs) underscore EnterpriseSG’s efforts to boost Singapore’s fast-developing AI ecosystem and deepen our companies’ capabilities to simplify work processes and improve efficiency. We will continue to collaborate with AI ecosystem partners like Google Cloud to spur AI innovation and adoption among businesses to strengthen their competitiveness, build new capabilities, and capture emerging opportunities.” 

Many recent technology developments such as generative AI and enhanced customer engagement strategies. are greatly improving the marketing and advertising environment and providing several advantages in a variety of fields. For instance, businesses are analysing customer data in a new way thanks to artificial intelligence (AI) and machine learning, which allows for accurate targeting and personalised content distribution. 

With the use of these technologies, marketers can better target their ads to specific audiences, anticipate their behaviour, and increase engagement and conversion rates. Large data sets must be swiftly processed and interpreted in order for marketing tactics to be both more successful and flexible enough to respond to shifting consumer patterns.

Moreover, as these technologies develop further, they give marketers strong tools to design dynamic, captivating, and tailored campaigns that increase consumer loyalty to brands and broaden their consumer base. In the future, incorporating these state-of-the-art technologies is expected to further enhance the efficacy and originality of marketing campaigns, establishing new benchmarks for success in the sector.

To further explore more industry insights on the future of marketing and advertising this 2024 and beyond, MARKETECH APAC has announced new updates to its industry-leading What’s NEXT series, with more expanded plans targeted to reach more marketers in the Asia-Pacific region, giving industry leaders a platform to highlight their insights and advice on the latest trends in marketing and advertising.

What’s NEXT in Marketing: Indonesia 2024

Kicking off this year’s instalment is MARKETECH APAC’s debut conference in Indonesia with its What’s NEXT in Marketing: Indonesia 2024 which will be held on November 7 at Pullman Jakarta Indonesia. This inaugural flagship event will offer industry leaders with a platform to exchange experiences, knowledge, and foresights that will shape the future of marketing in Indonesia.

Our initial roster of speakers include:

  • Bharat Buxani, Senior Vice President, Marketing at 99 Group Indonesia
  • Kelvin Hong, Director of Brand Marketing at A&W Restaurants Inc
  • Gita Rostika, Group Head of Marketing at bank bjb
  • Mediko Azwar, Chief Marketing Officer at Blue Bird Group
  • Ilham Pratama, Head of Marketing at Chery Motor
  • Irfansyah Kurnia Putra, Country Head of Marketing at IKEA
  • Rajesh Grover, Group VP – Digital and Omnichannel at Kanmo Group
  • Yosua Tanuwiria, VP of Marketing at Pluang
  • Ryan Dawa, Head of Marketing at Reku
  • Asnawi Jufrie, VP & GM of Southeast Asia at SleekFlow

What’s NEXT in Marketing: Malaysia 2024

Later this year, What’s NEXT in Marketing: Malaysia 2024 will also kick-off on December 3-4 at Sheraton Petaling Jaya. This conference is the second time a What’s NEXT conference has been held in Malaysia following the successful launch of the 2023 conference back in December 5, 2023.

Our initial roster of speakers for this 2024 conference includes:

  • Andrea Chuang, Campaign Marketing Head at AirAsia MOVE
  • Huey Ying Leong, Head of Marketing at Burger King
  • Xing Jun Khoo, Head of Digital, Media & Insights at Dutch Lady Milk Industries Berhad
  • Evelyn Lee, Head of Marketing at Secret Recipe Cakes & Cafe
  • Asnawi Jufrie, VP and GM of Southeast Asia at SleekFlow 
  • Mun Yee Lau, Head of Branded Content and Social at TIME dotCom
  • Jason Yong, CEO and Founder of Unicom Marketing
  • Alyaa Ramlan, Head of Social at Unifi

What’s NEXT in Marketing: Singapore 2025

Kicking off in 2025 as well is our What’s NEXT in Marketing: Singapore 2025 which will be held from February 19-20. This is the second What’s NEXT conference in Singapore following the 2024 edition on March 7 and saw an attendance of 150 delegates.

What’s NEXT in Marketing: Philippines 2025

For 2025, MARKETECH APAC kicks off its first What’s NEXT conference of that year with What’s NEXT in Marketing: Philippines 2025 which will be held on March 26 to 27, 2025 at Crowne Plaza Manila Galleria. This is the third time What’s NEXT will cater to the Philippine market following huge success on its first instalment of the conference in 2023 with more than 200 in-person attendees, while the second one earlier this year had 219 in-person attendees.

What’s NEXT in Marketing: Hong Kong 2025

For the first time ever, MARKETECH APAC will also be bringing the What’s NEXT conference in Hong Kong with its What’s NEXT in Marketing: Hong Kong 2025 happening in April 24, 2025. More details will be announced.

Joven Barceñas, founder and CEO of MARKETECH APAC, said, “Since its launch, What’s NEXT has always set its vision to ignite powerful conversations that will shape the future of marketing in Asia-Pacific. From emerging technologies to shifting consumer behaviours, What’s NEXT is where industry leaders, visionaries, and trendsetters will come together to explore new frontiers, redefine strategies, and inspire groundbreaking ideas. These conferences are more than just events—they are catalysts for change, empowering us to stay ahead of the curve, anticipate trends, and lead the charge in transforming the way we connect with consumers. We are thrilled that this year’s series, we are expanding the conversations in Indonesia and Hong Kong.”

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

For speaking opportunities for these conferences, contact Katherine Sy at [email protected]; and for registrations, reach out to Hans Policarpio at [email protected].

Singapore – Beverage company Coca-Cola has collaborated with super application Grab for the Coke&Go initiative, offering convenience to consumers. The initiative allows consumers to purchase Coca-Cola products at smart coolers in Singapore using the Grab application. 

Leveraging Grab’s technology and Coca-Cola’s product range, the initiative supports the digital evolution of the food and beverage industry in Singapore.

The smart coolers which can be found in areas with high foot traffic in Singapore, can be unlocked using a a QR code. The beverages are accounted for through image recognition technology. Once the smart coolers are closed, the Grab application will display the products’ quantity and price. Cashless payment methods are available to complete the purchase.

“Through our partnership with Grab, we’re merging convenience with innovation. By leveraging Grab’s digital capabilities, we’re able to offer unprecedented convenience to our consumers while expanding our own digital footprint. We are excited for consumers to embrace the future with Coke&Go self-serve beverage experience,” Sam Way, vice president of digital acceleration office at Coca-Cola, said.

Ken Mandel, regional head of GrabAds and brand insights, commented, “We’re excited to take our partnership with Coca-Cola a step further with their Coke&G program. The initiative recognises how global brands like Coca-Cola can strategically partner with Grab to reach more consumers across Singapore and the wider Southeast Asian region and deliver an effortless and outstanding experience to them. The collaboration is also a testament to the forward-thinking digital strategy of Coca-Cola, effectively utilising Grab’s robust retail media network capabilities for impactful marketing.”

The collaboration strengthens the goal of Coca-Cola and Grab’s partnership, which is to enhance digitalisation in the consumer market across Southeast Asia. It is also worth noting that the Coke&Go initiative was launched last year through a webapp.

Singapore – Upcycle Communications, a public relations agency, has named Felicia Poh as its new account director to lead a team that plans the growth of the agency. Her appointment also coincides with the agency’s recent client wins with COTY’s beauty brands, Travis Masiero’s restaurants, chocolatier Huize Van Wely at Raffles Hotel, and water brand BE WTR.

Poh returns to the agency after working as an assistant marketing communications manager at UNIQLO Singapore and associate account director at W Communications. Poh was a part of the agency from 2018 to 2021, when Upcycle Communications was still known as The Mango Agency. With her experience in the public relations industry, Poh is expected to boost the team’s operations as it takes on new projects.

Alongside the appointment is the release of a new website packed with fresh visuals, showcasing the agency’s work and reflecting its identity of catering luxurious brands.

“I’m absolutely delighted to welcome Felicia back to the team. She possesses the right mix of business acumen, PR expertise and infectious positive energy to help achieve our ambitious goals of delivering excellence for our clients while opening up new avenues of growth for the agency,” Jennifer Dembitz, founder and managing director at Upcycle Communications, said.

“Our growth is a reflection of the creativity and dedication of our team. As we expand and evolve, we are excited about new opportunities to help more organisations empower their purpose,” Dembitz added.

Upcycle Communications’ current clients include luxury brands such as Hilton Luxury, andBeyond, Le Labo, Republic Bar, and BEAM Suntory.

Singapore – Unlimited free deliveries, anyone? Food and grocery delivery platform, foodpanda, has launched its biggest giveaway campaign yet, shaking up Singapore’s “most boring” neighbourhood, Yew Tee, with free pandapro subscriptions and unlimited deliveries.

Dubbed a neighbourhood with “nothing to do,” foodpanda set out to challenge this misguided perception of Yew Tee by introducing a campaign that would highlight the area’s vibrant local eateries and hidden restaurant gems.

To delve deeper into this campaign, MARKETECH APAC spoke exclusively with Darryl Chua, marketing director of foodpanda Singapore, to discuss its execution, its social impact, and the strategic choice behind launching a hyperlocal marketing initiative.

Celebrating the hidden potential of local communities

As a nation of close-knit communities, foodpanda understands that Singaporeans hold strong opinions about their food and neighbourhoods. Through this campaign, foodpanda aims to celebrate Singapore’s diverse locales by shining a spotlight on lesser-known areas like Yew Tee.

Given the online labelling of Yew Tee as ‘boring’, foodpanda saw an opportunity to bring some excitement to the neighbourhood and celebrate Yew Tee in a way that only the food and grocery delivery platform can: empowering all 53,000 residents to brag about their area’s best eats with unlimited free deliveries to their doorstep.

“We’ve always been about delivering convenience and affordability to customers. Following the refresh of our pandapro subscription program, we wanted to excite our customers like never before with foodpanda’s biggest giveaway to date,” Chua shared. 

In this hyperlocal campaign, foodpanda distributed door-to-door flyers to 250 homes and letterbox flyers to the rest of Yew Tee, ensuring every resident could benefit from the offer. To redeem their free month of pandapro perks, residents simply enter the unique redemption code provided on the flyers delivered to their door or letterbox.

“With this campaign, we wanted to celebrate Singapore’s unique locales by spotlighting a lesser-known area,” Chua explained. “Targeting a specific neighbourhood as opposed to executing a broader, nationwide campaign allowed us to do more in terms of activation.” 

Engaging communities and creating FOMO 

foodpanda’s hyperlocal campaign went beyond just delivering free subscriptions. Participants were asked to comment on foodpanda’s Instagram post with the name of their neighbourhood, gathering likes from friends and neighbours to win pandapro subscriptions for their block.

This aspect of the campaign generated remarkable engagement, with over 1,700 comments, a reach of 2 million, and the highest participation to date—amassing more than 5,900 likes and 3,000 shares.

According to Chua, they wanted to play on the allure of people wanting what they don’t have, playing into the powerful emotion of FOMO, or fear of missing out. 

“By distributing free pandapro subscriptions to just one neighbourhood, we wanted to create a sense of FOMO. This allowed us to involve the rest of Singapore as part of the campaign by creating a contest in which participants could win pandapro subscriptions for their neighbourhood as well,” Chua expressed. 

Chua acknowledged that they aimed for a playful tone in this campaign but emphasised that they were very mindful of its reception. “Every piece of content and phrasing was carefully crafted to ensure our celebration of Yew Tee was communicated exactly as intended,” he explained.

Building on success to deliver the next chapter 

While the primary goal of the campaign was to offer value to residents, the initiative also had a broader community impact. 

“Through this campaign, we wanted to make a lasting impact on our customers by providing meaningful value,” says Chua. “Good food brings joy, and as a food delivery platform, we want to enhance that joy by delivering our customers’ favourite meals at wallet-friendly prices.”

By encouraging Yew Tee residents to explore local eateries and hidden food gems, foodpanda not only boosted excitement within the community but also drove business to its merchant partners in the area. With more residents ordering from Yew Tee-based vendors, the campaign helped support the local economy while fostering a sense of community pride.

Furthermore, following the success of the Instagram contest, where a resident of Simei garnered an impressive 1,302 likes on their comment, the next pandapro giveaway was secured for their block. Simei residents will soon enjoy complimentary pandapro subscriptions, bringing the same level of excitement and engagement to yet another community.

“We started this campaign to celebrate the vast flavours that make each Singaporean neighbourhood unique. Over the past few weeks, we have seen our nation’s overwhelming pride in both their food and their community,” Chua enthused. “We hear your cravings and by popular demand, foodpanda is delivering even more shockingly good deals to our neighbours in the east: Simei.”

Simei residents can redeem a free one-month pandapro subscription from 16 to 23 September via email or geo-targeted messaging in the foodpanda app. Non-subscribers can also use the code during this period, with limited daily redemptions. The subscription offers perks like unlimited $3 off delivery, free delivery from selected restaurants, 10% off all pick-up orders, and exclusive monthly deals on restaurants, pandamart, foodpanda shops, and pandago.

“We know that Singaporeans love great deals and friendly competition. As long as we roll out these campaigns with care, I’m confident we can bring even more excitement to communities across Singapore,” Chua commented. 

With such a well-received campaign under its belt, foodpanda is poised to continue driving hyperlocal engagement and creating memorable experiences for customers. Through targeted campaigns, the brand is redefining the meaning of community engagement, one delivery at a time.

Singapore – The Ministry of Digital Development and Information (MDDI) has recently announced the introduction of the Elections (Integrity of Online Advertising) (Amendment) Bill, which seeks to introduce new legal measures to uphold integrity of online advertising during elections, as well as aiming to safeguard the integrity and truthfulness of representation during elections.

The bill was introduced to the Singapore Parliament on September, and seeks to amend the Parliamentary Elections Act 1954 (PEA) and the Presidential Elections Act 1991 (PrEA) to introduce new safeguards related to online advertising.

According to MDDI, the bill seeks to introduce new measures to protect Singaporeans from digitally manipulated content during elections, including artificial intelligence (AI)-generated misinformation, commonly known as deepfakes.

“In Singapore, we have observed a worrying trend of malicious deepfakes, including those used for scams and extortion. Deepfakes are a particularly concerning form of misinformation because they can realistically depict the appearance, voice, or action of an individual in a manner which can deceive or mislead the public,” MDDI said in a press statement.

It is worth noting that while the government can already deal with individual pieces of online falsehoods against the public interest through the Protection from Online Falsehoods and Manipulation Act (POFMA), targeted levers are needed under the country’s Online Election Advertising (OEA) regime to act on deepfakes that misrepresent candidates during elections. 

“Such content, if left unaddressed, can threaten the integrity of our electoral process. Voters must be able to make informed choices based on facts and not misinformation,” the ministry said.

Moreover, the bill proposes to prohibit the publication of digitally generated or manipulated OEA that realistically depicts a candidate saying or doing something that he or she did not in fact say or do. This prohibition will only apply to OEA depicting persons who are running as candidates for an election.

MDDI also stated that the Infocomm Media Development Authority (IMDA) will introduce a new Code of Practice requiring specified social media services to put in place measures to prevent and counter the abuse of digitally manipulated content on their service(s). IMDA will engage social media services in the coming months to work out the details of the code.

Singapore – Audi Singapore has announced the appointment of Jamie Lee as its new general manager for marketing, effective immediately. 

With her extensive experience and deep understanding of the local automotive landscape, Lee is set to play a crucial role in driving Audi’s continued growth in Singapore. She will oversee all of Audi’s marketing and communications efforts in the region.

Lee brings over 20 years of experience in the automotive and lifestyle spaces. Her career in the automotive industry has been built over her tenures in key marketing roles with Volkswagen Group and Eurokars Group. 

During her 13 years at Volkswagen, Lee spearheaded a range of branding and communication initiatives across all facets of marketing in both Singapore and Beijing. She also served as general manager of the MG Brand, spearheading the setup and growth of MG’s sales and marketing arm in Singapore. 

Before joining Audi, Lee was the marketing director at UNIQLO, where she played a pivotal role in driving significant growth for the global fashion brand in Singapore. Leading a team of 20 marketers, she orchestrated comprehensive marketing initiatives for UNIQLO’s 30 stores across the country.

Commenting on her appointment, Lee said, “It’s great to be back in the automotive space, and with such a renowned brand that embodies innovation and progress. It feels as if I’m coming home to a familiar environment, and I look forward to working with a team that shares my passion for this dynamic industry.” 

In an official press release, Audi Singapore reaffirmed its commitment to setting new standards in automotive retail and customer experiences. The company highlighted that Jamie Lee’s industry expertise will be instrumental in advancing the brand’s goals and evolution in Singapore.

Singapore – TBWA\Singapore has partnered with Samaritans of Singapore Limited (SOS), a secular, non-profit suicide prevention centre that adopts a holistic approach to suicide-related topics , to help address the complex issue of suicide and to encourage a shift among citizens from a culture of silence and stigma to one of openness, understanding, and support.

The campaign is launched following World Suicide Prevention Day on September 10, and from 2024 to 2026 the theme is ‘Changing the Narrative on Suicide’ with the call to action ‘Start the Conversation’. This theme aims to raise awareness about the importance of reducing stigma and encouraging open conversations to prevent suicides.

On World Suicide Prevention Day, TBWA\Singapore and SOS launched ‘The Living Note’, an awareness campaign encouraging open conversations through a suicide attempter with an important message to share – seek help if you experience suicidal thoughts.

In collaboration with Jason Chua, the founder of Beng Who Cooks and a suicide attempter, the campaign shows a real ‘leaving note’ and how to turn it into a ‘living note’. First of its kind, the campaign taps into the struggles of people who have battled with suicidal thoughts to deliver the message that life is worth living.

The film is an emotional watch, capturing Jason’s pain in the leaving note he once wrote, showing the depth of his emotions that remain raw to this day. However, he transforms his story of despair into one of hope by writing a new note listing his reasons for staying. The film is an authentic and powerful reminder that you are not alone and that there are those ready to listen and help you turn the page on dark moments.

Asheen Naidu, ECD for TBWA\Singapore, comments “This was a really emotional project for the whole team, and our thanks go to Jason for so bravely sharing his story. We hope this campaign can help more people turn their leaving notes into living notes.”

This is not a one-day only campaign, with the content running until end of the year. First launching on digital and social, this campaign is also expected to run on OOH media insertions.

Singapore – Microsoft has named Rodrigo Kede Lima as the new president of Microsoft Asia, succeeding Ahmed Mazhari who held the position for five years.

Leveraging his experience in digital transformation, Lima will spearhead Microsoft business in 20 countries, encompassing a team of 30,000 employees. As president, he will lead the team in unlocking opportunities for sustainable economic growth of the company. 

Lima held other leadership roles since joining Microsoft in 2020, including the position of president for Microsoft Americas Enterprise.

At IBM, where he previously worked, Lima led initiatives in the technology industry as president of IBM in Brazil and Latin America.

Judson Althoff, executive vice president and chief commercial officer at Microsoft Corporation, commented, “I am thrilled to welcome Rodrigo Kede Lima as the new President for Microsoft Asia. Rodrigo’s extensive experience and proven leadership in driving digital transformation make him the perfect fit for this role. His commitment to empowering our people, customers and partners will be invaluable as we lead AI Transformation in the region and make a significant impact on the communities we serve. I would also like to thank Ahmed Mazhari for his key contributions in building Microsoft’s reputation as a trusted partner in Asia.”

“I am truly honored and excited to take on the role of President for Microsoft Asia. This region is at the forefront of digital transformation and now has the opportunity to lead the world in the era of AI. I am committed to work with our talented teams to drive innovation and empower our customers and partners to ride this next wave. In doing so, we will unlock inclusive growth for all across Asia,” Lima said.

Singapore – Home: for the literal sense it refers to the place we reside in and keep ourselves safe from the elements and gives privacy. But from a deeper–and perhaps more emotional–sense, home is a place of comfort, a place of you being able to be vulnerable, and a place where you build memories. In other words, home is a place of local identity and a place of pride.

As Singapore commemorates another year of independence, PropertyGuru, a homegrown property technology company, proudly unveils the ‘A Sense of Home’ campaign, a heartfelt tribute to our nation’s vibrant neighbourhoods and inspiring residents.

To better understand the campaign’s approach of evoking a deeper sense of pride in having a home, MARKETECH APAC spoke exclusively to Alex De Leon, group vice president of consumer marketing at PropertyGuru Group to better understand the campaign’s direction and why this initiative focuses more on the home being a fundamental concept for each and every one of us.

Using the sense of smell to evoke homely memories

One of the first aspects of the ‘A Sense of Home’ campaign was its ‘Scents of Singapore’, described as a heartfelt tribute to Singapore’s diverse communities, each with its own unique aroma. For this to happen, PropertyGuru visited various neighbourhoods, where residents shared the distinctive scents that define their areas. In partnership with Oo La Lab, these memories and emotions were translated into an evocative fragrance which includes:

  • Bedok–A blend of old money charms and kampung vibes, featuring notes of metal, cedarwood, and paper. 
  • Jurong–Inspired by the district’s chocolate factories, with notes of cacao, woody, and vanilla. 
  • Ang Mo Kio–Reflecting its industrial character, with strong aromas of anise, tobacco, and birch tar. 
  • Sengkang–Known for its park connectors, captured in a refreshing orchard floral fragrance. 
  • Woodlands–Evoking the aroma of bustling bazaars, with hints of fried chicken, pepper, thyme, and oregano. 
  • Yishun–Bold and energetic, combining citrusy notes of orange and bergamot with playful hints of rosemary. 
  • Singapore’s Monsoon Soil–A refreshing reminder of the garden city, featuring notes of ozone, rain, and fresh leaves. 

For Alex, the ‘Scents of Singapore’ campaign is a heartfelt celebration of Singapore, honouring the diverse communities, unique scents, and inspiring individuals who make the neighbourhoods truly special.

“PropertyGuru has long been synonymous with homeownership, offering deep insights into consumer sentiments and preferences. Beyond physical walls, home is a place of belonging, shaped by shared experiences, cherished memories, and the unique character of its people,” he said.

@propertyguru

Join our six contestants as they try and match our custom perfumes to the right neighbourhood! 📷📷 Special thanks to GuocoLand for sponsoring our venue for today, Lentor Mansion. Let us know what home smells like to you in the comments below and stay tuned for part two! 📷 ScentsOfSG @‌guocolandresidential

♬ original sound – PropertyGuru – PropertyGuru

Alex added, “By weaving together the sensory experiences of scent and sight, we aim to evoke a deep sense of nostalgia and connection to our nation. From the distinctive aromas of our neighbourhoods to the familiar faces of our neighbours, this campaign invites Singaporeans to reflect on what truly makes a house a home.”

Moreover, Alex notes that this campaign also delves into the powerful link between scents and sense of home, recognising that scents have the power to evoke nostalgia, memories, and a sense of belonging.

“By inviting local residents to share their personal stories and the distinctive aromas that define their neighbourhoods, we sought to uncover the unique sensory connections that Singaporeans have with their homes,” he said.

Defining local communities with local heroes

Another facet of PropertyGuru’s campaign is its ‘Heartland Heroes’ initiative, which shines a spotlight on local individuals who have made significant contributions to their communities. These heroes were crowdsourced and nominated across several channels and sources; including PropertyGuru’s social media presence.

@propertyguru

This August, we pay tribute to the local heroes who make our neighbourhood thrive. Meet Priscilla Ong from @projectlovelunch, our Yishun Heartland Hero who is making an indelible difference in the community. HeartlandHeroes Yishun PropertyGuru

♬ original sound – PropertyGuru – PropertyGuru

Through an out-of-home (OOH) campaign across Singapore, PropertyGuru honours heroes like Alex, a Tampines barber with over 40 years of service, and Aunty Alice, possibly Singapore’s last female cobbler. By recognising these unsung champions, the brand aims to foster a deeper sense of local pride and connection.

The featured local heroes included:

  • Ganesh Kumar, a gardener and the visionary behind Woodlands Botanic Gardens, has  cultivated a green oasis, enhancing its biodiversity and community spirit. 
  • Bernard Ng, the owner of Ng Kim Lee Bakery at Beauty World, has been preserving the  old-school charm of traditional Teochew pastries for the neighbourhood. 
  • Ang Kum Siong, a batik tailor in Holland Village, has been preserving traditional textiles  since the 1970s. 
  • Skai, a Labradoodle, and its owner Adele bring joy to the Bukit Panjang community  through Animal Assisted Intervention International. 
  • Mohammad Zaki, affectionately known as Alex by his kakis, is a barber at Scissors Plus  who has served loyal customers in Tampines for over 40 years, making him a familiar face  in the neighbourhood. 
  • Alicia Pulanco, a pet rescuer and feeder, dedicates her free time to rescuing and caring  for Little India’s stray pets. 
  • Priscilla Ong, founder of Project Love Lunch, has been selflessly giving to the Yishun  neighborhoods through her initiative. 
  • Aunty Alice, possibly Singapore’s only female cobbler, has been adding quaint charm to  Tiong Bahru from her iconic hole-in-the-wall shop at Moh Guan Terrace for over 50 years.
@propertyguru

From perseverance to blossoming success, meet our second Heartland Hero who embodies the spirit of community and resilience. This National Day 2024, join us in celebrating Ganesh, the gardener behind Woodlands Botanic Gardens. What began as a contested initiative has flourished into a vibrant green space thanks to his dedication and the efforts of 20 passionate volunteers. 🌿🌺

♬ original sound – PropertyGuru – PropertyGuru

“By shining a light on these unsung heroes — the true cornerstones of our community — we want to honour their remarkable contributions and inspire residents to appreciate the spirit of their neighbourhoods. Through this, we hope to encourage everyone to play a part in strengthening their communities while nurturing a profound sense of local pride and belonging,” Alex also told MARKETECH APAC.

For them at PropertyGuru, Alex notes that they believe that a home is more than just a physical space – it’s a place of belonging, comfort, and cherished memories. 

“Our campaign emphasises the shared values of community, belonging, and nostalgia, positioning us as a homegrown brand that truly understands and supports Singaporeans’ aspirations,” he said.

“Home is a fundamental concept that connects us all, and by celebrating the rich diversity, distinctive character, and heartfelt stories that make Singapore our beloved home, the campaign reinforces the idea that our homes and neighbourhoods are an integral part of our national identity,” he concluded.