Singapore – As MARKETECH APAC launches its inaugural “Customer Marketing Asia 2024” conference in Singapore, we’re excited to welcome HubSpot as a Gold Sponsor, where they will lead the discussion on moving beyond ‘transactions’ to build & nurture strong customer relationships.
HubSpot’s customer platform helps businesses grow better. It delivers seamless connection for customer-facing teams with a unified platform that includes AI-powered engagement hubs, a Smart CRM, and a connected ecosystem that extends the customer platform with over 1,500 App Marketplace integrations, a community network, and educational content from HubSpot Academy.
At this conference, Vilhelm Rudberg, Manager, Customer Success Asia at HubSpot, will deliver a keynote presentation on creating exceptional customer experiences by understanding and addressing customer needs seamlessly.
The presentation will explore the importance of making “customer first” a reality using the SCOPE framework, which brings customer-centricity to life in practical terms. Additionally, the presentation will delve into strategies for transforming customers into brand advocates, emphasising the journey from merely satisfying customers to turning them into passionate champions for the brand.
Teddy Cambosa, regional editor at MARKETECH APAC, said, “Improving customer relationships is vital in marketing because it transforms connections beyond transactions into trust and loyalty. A strong relationship fosters customer satisfaction, encourages repeat business, and turns customers into advocates for your brand. This leads to long-term success and growth. We’re excited to hear more from HubSpot on how brands can enhance these relationships by providing insights, automating personalised communications, and creating seamless customer experiences.”
MARKETECH APAC’s “Customer Marketing Asia 2024: Singapore” conference is a premier event that unites marketing leaders and innovators in Singapore to explore the latest trends, strategies, and technologies in customer marketing. This event will feature a diverse lineup of industry leaders across multiple local and global brands including Aftershock PC, Doctor Anywhere, FairPrice Group, Grab, Mastercard, Ninja Van, and more.
Head over to the official event site to see the full agenda and roster of speakers of “Customer Marketing Asia 2024: Singapore.”
Singapore – Mediacorp has announced that TODAY, its local news website, will be merged with CNA’s digital newsroom, which will take effect on October 1 this year. According to Mediacorp, this move is aimed at strengthening CNA and will see TODAY become the digital long-form weekend magazine of CNA.
Through the merger, TODAY will focus on producing analytical features on current issues under the well-regarded ‘Big Read’ brand; ground up news features; engaging human interest interviews; as well as opinion pieces every weekend to supplement CNA’s current suite of daily digital offerings.
From 1 October, the TODAY app and website will no longer be updated. All new content will be found on the CNA website and app. TODAY will retain its social media pages, with links pointing audiences to the CNA website.
It is also worth noting that the merger will not result in any staff cuts, as all TODAY staff will be offered roles in CNA.
Walter Fernandez, editor-in-chief at TODAY, explained, “This merger comes in a post-COVID landscape defined by a global surge in news fatigue coupled with active news avoidance. These trends have been exacerbated by changes to the algorithm of selected social media platforms to de-emphasise news by reducing its discoverability. At the same time, the overlap between the TODAY and CNA digital audiences has also increased significantly over the past two years.”
Meanwhile, Jacqui Lim, chief commercial officer at Mediacorp assured the many long-time advertisers in TODAY that they would be offered competitive, alternative advertising solutions across the Mediacorp network including the stable of news brands that includes CNA, 8 World, Berita and Seithi.
“This strategic move reflects our long-standing commitment to an audience-first approach for advertisers. We are constantly refining our offerings to ensure we have an effective range of innovative solutions. Brands and advertisers who partner us can look forward to meaningful and relevant media and content opportunities within our integrated portfolio,” she added.
Singapore – Prudential Singapore, in collaboration with AI CREATE, has announced the launch of ‘The Dream Creator’, an innovative AI-driven interactive installation at the ArtScience Museum. The installation will be part of the ‘In the Ether – A Festival of Technology and Innovation,’ running from September 1 to 30, 2024.
‘The Dream Creator’ invites visitors to explore the endless possibilities of generative AI by transforming their imagination into vivid digital art. Guided by YAI, AI CREATE’s vibrant pink mascot, participants can craft unique characters, scenarios, and styles that come to life on screen, turning their dreams into a collective display of creativity and innovation.
By making AI accessible and fun, ‘The Dream Creator’ aims to inspire a new generation of creatives to explore the possibilities of this transformative technology.
Landed Singapore! 🌇 Soaking up every bit of this place while gearing up for something exciting. Our big event with @artsciencemuseum as part of ‘In The Ether: a Festival of Technology and Innovation’. Magic is about to happen! 💫🩷 #AICreate#ArtScienceMuseum#PrudentialSG#AMD#ASUS
Goh Theng Kiat, chief customer officer at Prudential Singapore, said, “Prudential is committed to supporting people in achieving their well-being needs for today and the future. ‘The Dream Creator’ pushes the boundaries of technology and creativity, making AI accessible to everyone and encouraging reflection on life choices and aspirations.”
He added, “By sponsoring this initiative, we hope to inspire individuals to think deeply about their mental and physical wellness and understand how today’s choices can lead to a brighter, more fulfilling future.”
Meanwhile, David Webster, co-founder of AI CREATE, commented, “. We believe that The Dream Creator will not only entertain but also educate the public on the potential of AI in creative industries. It’s about making the abstract power of AI tangible and inspiring new ways of thinking about technology and art.”
In addition to ‘The Dream Creator’, AI CREATE will also present ‘Creator RenAIssance’, a two-day programme at the ArtScience Cinema on September 14-15, 2024. This event will feature iconic short films that exemplify the role of AI in reshaping the filmmaking process. Attendees can participate in insightful panel discussions with filmmakers and creators, exploring how AI is transforming the way films are made.
The programme will also include a live prompt battle where professional creators compete to generate the most impressive AI-generated images.
Singapore – ION Orchard, a prime retail landmark in Singapore, has merged physical retail with digital innovation to introduce “Another Sphere,” an immersive augmented reality (AR) experience designed for modern shoppers.
‘Another Sphere’ offers modern shoppers a unique journey that seamlessly combines art, technology, and exclusive rewards, introducing new ways to interact with brands and offerings.
The initiative features three distinct augmented reality (AR) experiences: the gamified “loot box” Garden Gems, the larger-than-life Booms AR filter with blooming florals in motion, and the immersive TWG Tea AR luxury retail experience, where shoppers can explore interactive details about tea varieties, including fine harvests, single estate teas, exclusive blends, and beautifully crafted tea accessories.
These AR experiences can be accessed through QR codes available in ION Orchard’s official mobile app and physical installations throughout the mall. Shoppers can also engage with the in-app Adventure Perks gameboard, which rewards them with a ticket to Garden Gems upon completing tasks. Additionally, a captivating floral installation at Level 1 provides unique photo opportunities and access to the Booms AR filter.
With ‘Another Sphere,’ ION Orchard seeks to enhance its shopping experience by offering new and innovative ways for shopper engagement.
Yeo Mui Hong, chief executive officer of Orchard Turn Developments, said, “We are thrilled to unveil Another Sphere, an initiative that offers a fresh take on the retail experience in a creative and memorable way. Leveraging augmented reality, ION Orchard transports shoppers into a world of wonder and rewards, engaging our shoppers anywhere and anytime with exceptional, distinctive, and enriching experiences.”
“Another Sphere reflects our dedication to elevating every single visit and curating lasting memories for our shoppers, ensuring ION Orchard remains at the forefront of experiential retail. We invite everyone to join us on this immersive journey through Another Sphere,” Yeo added.
Singapore – Home furnishing retailer IKEA has launched the pillow-like RESTEN bag as a symbol of rest in Singapore, categorised as the third most sleep-deprived country in the world. It is a recreation of the blue FRAKTA bag made in partnership with creative agency The Secret Little Agency.
Featuring a padded design with comfortable fabrics and stuffing, the bag doubles as a makeshift pillow to help Singaporeans find rest on the go.
“With the entire country running on overtime, rest is often sought in unconventional places, and we saw the opportunity to bring comfort to the busy lives of Singaporeans by creating the world’s most “rest-able” bag for one of the world’s most rest-less countries.” Nicholas Ye and Mavis Neo, chief creative officers of The Secret Little Agency, said.
The RESTEN bag will debut during the RestFest at IKEA, a three-day event in IKEA Jurong, Alexandra, and Tampines in Singapore featuring sleep, rest, and relaxation activities.
Commenting on the campaign, Caroline Ng, country marketing manager of IKEA Singapore, said, “We know sleep is important, and rest is a vital yet often overlooked part of Singaporean lives. IKEA has a wide range of well-designed and affordable products to help you get there, and what better way to launch it than with our new ‘Leave the rest to IKEA.’ year-long campaign that kicks off with our first-ever RestFest and the RESTEN bag. It reminds us of our busy lifestyles, the importance of finding opportunities for rest, and that Singaporeans can simply leave the rest to us.”
Customers can get their RESTEN bag through the giveaway hosted on IKEA Singapore’s Instagram page and at the RestFest event on Sept. 6 to 8, 2024.
Singapore – Singapore’s younger generations of consumers are leading the shift to digital payments while more than half of small businesses in the country do not currently provide cash payment options. This is according to the latest report from global small business platform Xero.
The survey findings reveal a growing trend towards digital payments in Singapore, driven by strong government support and initiatives aimed at building a digitally connected society.
Currently, over three-quarters of Singapore consumers (76%) use credit or debit cards for payments. More than half of the population utilises funds transfer service PayNow (55%) or bank transfers (55%). About a fifth are also using e-wallet service GrabPay (22%) and buy now, pay later platforms (21%).
Reflecting changing perspectives, the research showed that 30% of Singapore consumers only carry their mobile phones to pay when shopping, notably higher than the global average of 21%.
Younger generations are leading the way, quickly embracing new digital payment methods. PayNow is the preferred digital payment method for 68% of Gen Z consumers in Singapore, with about a third (29%) also using GrabPay.
Moreover, the findings also highlight that failing to meet consumer payment preferences can directly impact customer retention and revenue. Approximately 18% of Singapore consumers indicated they would visit another business that accepts more payment options if a business didn’t offer at least one of their preferred payment methods.
Despite trends indicating a shift towards a cashless society, physical currency remains a preferred payment method for a significant portion of Singapore’s population. Nearly eight in ten (79%) Singapore consumers use it for transactions, highlighting its prevalence in everyday life.
However, half (51%) of local small businesses no longer offer it as a payment option, making small businesses in Singapore the least likely among the countries surveyed to accept cash payments, despite having the highest proportion of consumers who opt for this traditional method.
The findings also suggest that nearly nine in ten (87%) small businesses in Singapore say they have benefited from adopting new payment methods in the last 6 to 12 months, with key reported advantages including reduced time to be paid (43%), retaining more business (42%), and increased sales (41%).
Many small businesses in Singapore are optimistic about future or emerging payment methods. These include biometric authentication methods such as fingerprints or facial scanning (36%), bartering marketplaces/apps (33%) and augmented reality (33%). About a third (31%) have expressed excitement about implantable payment chips, a much higher figure than small businesses in countries like Australia (7%) and New Zealand (9%) included in the research.
Koren Wines, managing director for Asia at Xero said, “Singapore is at the forefront of building a robust digital payment landscape, aligning with its broader digital economy and Smart Nation goals. While a supportive regulatory environment and complementary initiatives are driving digital payment development and adoption among Singapore’s small businesses and consumers, targeted support to help small businesses adopt more payment options will also be crucial.”
Meanwhile, Bharathi Ramavarjula, SVP of payments at Xero, commented, “Understanding how different consumers prefer to pay and giving them the flexibility to pay the way they want, will help small businesses get paid faster and grow their revenue. To make it easier to collect payments, Xero is providing small businesses with more ways to get paid.”
Singapore – Mindshare, in partnership with Teads, announced the results of its connected TV (CTV) campaign for King Living, Australia’s furniture brand. Aimed to connect with a high-end home retail audience to raise awareness of King Living’s mid-year sales promotions, the campaign achieved significant brand recognition amongst Singapore’s working adults.
By harnessing the power of CTV and digital video, Mindshare delivered a highly targeted and engaging campaign that resonated with the sophisticated tastes of King Living’s target audience.
In close collaboration with Teads, Mindshare developed a comprehensive strategy that seamlessly integrated CTV and digital video formats, creating a truly immersive and impactful brand experience. By combining deep audience insights with cutting-edge technology, not only did they capture the attention of King Living’s target audience but also elevated the brand’s premium positioning.
The result is a visually engaging campaign that effectively showcases King Living’s luxurious furniture offerings while delivering exceptional results.
The campaign consistently delivered a substantial number of daily impressions, ranging from 708 to 7,155, reflecting the extensive reach achieved within the target market. It also demonstrated strong video engagement, with significant numbers of video starts and high completion rates across all quartiles.
By leveraging Teads’ advanced CTV solutions and Mindshare’s strategic insights, the campaign effectively showcased King Living’s products in a premium, brand-safe environment, enhancing brand perception and driving consumer engagement.
“The strategic alliance between Mindshare and Teads has not only achieved but surpassed campaign goals, redefining the benchmarks for digital advertising success. This partnership exemplifies the power of combining data-driven insights with innovative technology to deliver exceptional results,” Teads said in a press statement.
They added, “By leveraging Teads’ advanced CTV solutions and Mindshare’s strategic media expertise, King Living has solidified its position as a leading premium furniture brand in Singapore. This campaign serves as a prime example of how Mindshare empowers brands to connect deeply with their target audience and drive tangible business growth.”
Singapore – The Monetary Authority of Singapore (MAS) has released a statement on the Allianz-Income Insurance deal following a recent parliamentary query on whether the organisation will be working alongside the Competition and Consumer Commission of Singapore (CCCS) regarding the acquisition deal. It is worth noting that this follows a slew of public outcry regarding the acquisition, stating how it will ‘commercialise’ a brand that Singaporeans trust in the insurance space.
The response, made by Chee Hong Tat, Minister for Transport and Second Minister for Finance, and Board Member of MAS, noted that MAS’ primary role as regulator is to promote a sound and progressive financial sector. For the insurance sector, they want insurers to manage their risks well so that policyholders are assured that their long-term policies are safe and will be adequately protected.
Moreover, Tat noted that when MAS assesses the application for a change in substantial shareholder in an insurer, they will consider a range of criteria, in particular, the applicant’s track record, financial soundness, reputation, as well as fitness and propriety.
“MAS had reviewed and was satisfied with the relevant processes Income’s Board had put in place to address conflicts of interest with respect to the appointment of its financial advisor on this proposed deal, and the decision to enter into the deal with Allianz. In the appointment of the financial advisor for the deal, the Chairman of Income’s Board had recused himself. The decision to enter into the deal was made by the Board, comprising a majority of independent directors,” he stated.
Moreover, Tat also highlighted that fostering a competitive insurance market with financially strong insurers is a key part of MAS’ approach to ensuring that insurers operate sustainably and serve the public well. They believe that a competitive market is the most effective way to meet the insurance needs of Singaporeans, and facilitate access to affordable insurance options and good service over the longer term.
“The insurance market in Singapore is highly competitive. There are currently more than 50 direct insurers in Singapore offering a wide range of insurance products to meet the insurance needs of individuals and businesses. In both life and general insurance, Income has market shares of less than 10% based on written premium. For many insurance products, Income does not always offer the lowest prices compared to other insurers,” he remarked.
Lastly, he stated that he understands the public concerns and even those in the government, assuring them that MAS has regulatory requirements and guidance in place for insurers to maintain sufficient capital reserves, put in place robust governance and risk management frameworks, and also to treat their customers fairly.
“Should the proposed deal be approved, there will be no change to the terms and conditions of existing insurance contracts. MAS expects Income to fulfil its obligations to all policyholders under the terms of its existing insurance contracts. I note that Allianz has also publicly stated its intent for Income to continue to honour the terms of the existing policies underwritten by Income and ensure a seamless transition with no impact to existing policyholders. MAS will hold Income and Allianz to account to these commitments”, he stated.
Singapore – The Ministry of Culture, Community and Youth (MCCY) has released two new official music videos for ‘Majulah Singapura’, the national anthem of Singapore. Broadcasted on free-to-air channels every morning, the previous version of the film was created in 2011. This marks its first change in over a decade.
The two new films, titled ‘Bersatu’ (Unite) and ‘Majulah’ (Onward), focus on different aspects of the nation’s story. While ‘Bersatu’ celebrates our racial and religious harmony as well as our intergenerational rapport, ‘Majulah’ highlights our national achievements, and the coming together of one people to build a future we all aspire towards.
The two films were a result of discussions and planning that began in late 2023. The goal: To resonate with as many Singaporeans as possible, and to chart a collective path towards a progressive future.
Led by GOVT, the films were jointly conceptualised with Freeflow Productions, and co-directed by Roslee Bin Yusof and Leroy Lim. The project represents the coming together of two homegrown independent creative companies for a single national cause.
Together, they share a common creative vision to build the films from scratch, and not rely entirely on archival footages. This allows the scenarios and stories portrayed in the work to be current, inclusive and authentic; a nod to the changing times of Singapore— and Singaporeans—today.
To that end, the films feature personalities never before seen in previous national anthem films, like a female firefighter as well as a blind dragon boater. It also includes new iconic landmarks such as Gardens by the Bay, Jewel Changi Airport and Sentosa Sensoryscape.
Lastly, the film is set to the re-recording of the National Anthem, performed and released by the Singapore Symphony Orchestra on 3 December 2019.
Aaron Koh, co-founder of GOVTand creative lead on both films, said, “Growing up as a kid singing the national anthem, this has to be by far the most sentimental piece of work I’ve done and I’m extremely proud I did it with a team that pulled in the same direction.”
He added, “The new renditions build upon the timeless melody composed by Zubir Said while bringing a fresh, contemporary perspective through everyday triumphs, resilience and hopes for generations to come.”
Meanwhile, Leroy Lim, co-director of the films, commented, “We wanted the two pieces of film to be a celebration of progress. But more importantly, of a sense of connection between our people, communities and nation. Just like the lyrics of the anthem: “Let us unite in a new spirit (Dengan semangat yang baru),” we hope that these films will be a rallying cry and inspiration for all Singaporeans, now and in the years to come.”
The time of the year has arrived once again for us to sing, sometimes with tears in our eyes, that this is home, truly, where I know I must be. Every National Day, we celebrate what it means to be Singaporean — but this is hardly a static concept as societal norms shift and models of life and work evolve.
The world has become more hyper-connected than ever and we’re inevitably influenced by different cultures and ideas. This has led to a new generation of Singaporeans having different hopes, dreams and aspirations. Meanwhile, the recent Forward Singapore exercise called for a refreshed “social compact”. This means what Singaporeans are expecting from the government, businesses, employers, and themselves are evolving like never before.
Our new Prime Minister Lawrence Wong is championing the message that the incoming 4G leadership is “prepared to relook everything” and “re-examine all [their] assumptions”. This includes what young people are looking for in life. Singaporeans are feeling more empowered to chart their own paths and see beyond traditional achievements of high grades and material success.
We see this perspective shift clearly in the recent brief we received from the Ministry of Digital Development and Information, with whom we produced an anthology of four films that showcase a desire to help Singaporeans better navigate the uncertainties in today’s world and attain their aspirations in providing multiple pathways to success.
During earlier and safer days, I remember my parents literally sitting behind me when I was making my post-secondary school choices to make sure that I was choosing a junior college (JC). The one path to success was clear: do well in school, ace the A-levels, get into university, choose a well-regarded career track like medicine, law or engineering, buy a house, settle down, and live happily ever after. When I was in school, many of my peers aspired for a FIRE lifestyle — financial independence, retire early.
Singaporeans are also settling everywhere around the world and embracing being a global citizen, with more Singaporeans heading to more unusual locations for study and work. But this also means that the Singaporean identity has to evolve, from one where being Singaporean means living in Toa Payoh and eating chicken rice, to one where we look to stay Singaporean by holding a common set of values such as meritocracy, opportunity and multiracial harmony, regardless of where we are in the world.
And what does all this mean for the marketing and advertising industry?
As an advertiser, we must keep our finger on the pulse of what makes Singaporeans tick. Our recent insights and work tell us that the ideas of happiness and success are ever evolving in our local landscape, and the younger generations are transforming previously established ideals and institutions.
For example, a study MullenLowe Singapore conducted among 1,280 Gen Zs showed that 60% of those surveyed are more likely to choose passion, learning opportunities and development, though many held the perception that all Gen Z desired was a good salary and quick progression. It was also surprising to find that Gen Z valued learning opportunities (ranked 2nd, 18.9%) over features like being their own boss (5th, 10.3%) or pursuing their passion (6th, 7.8%).
As advertisers and purveyors of culture, the work we produce helps to shape social narratives. There is an opportunity for us to help our young Singaporeans feel represented, validated, comforted and supported in their quest for greater purpose and meaning. We need to steer away from old scripts and rewrite new ones, so that we can not only resonate with Singaporeans but also help encourage them to lead their lives on their own terms.
We should also interrogate our own notions and stereotypes of status, equality and progress — and the people who represent these ideals. If we choose to portray people in stereotypical roles, such as the older Chinese hawker, or the Malay makcik taking care of her kids, we end up reinforcing these stereotypes. But by presenting people in situations they could aspire to be — like the ITE student working in aerospace, or an older worker upskilling — we show Singaporeans a multitude of different futures. We dare them to dream bigger and aim higher, and in doing so we help to influence the Singapore of tomorrow.
At the end of the day, advertising is about daring to dream differently — so we’re absolutely here for these recent evolutions in the Singaporean psyche, and we look forward to a more vibrant, fun and inclusive culture.
This thought leadership is written by Kevin Koh, Senior Growth Manager at MullenLowe Singapore
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