Tag: Singapore

Singapore – As Chinese New Year festivities call for a lot of family time and feasting, 43% of Singaporeans opt for soft drinks as their beverage of choice when entertaining guests, according to a research from YouGov.

While both men and women were equally likely to buy soft drinks, there were some differences among the age groups. Young adults aged between 18-24 were more likely than others to say this (53%), whilst adults aged 55 and above were more likely to not purchase soft drinks during this time.

YouGov’s data on the attitudes of Singaporeans show that they view seasonal promotions favourably, with 37% agreeing that seasonal marketing campaigns for soft drinks are memorable and help them remember the brand. 13% disagree with this thought, and half are divided over their opinion.

Amongst all the festive marketing campaigns for soft drinks, in-store promotions or discounts appear to be the most appealing to Singaporeans (56%). Promotions on e-commerce platforms are next most appealing (26%), ahead of TV advertisements (21%) and social media promotions (17%). Collaborations with other brands or celebrities or influencers are comparatively less well received, with only 1 in 10 saying they find it engaging.

Additionally, 31% of Singaporeans are also attracted to limited edition flavours, and 29% are likely to buy drinks with festive themed packaging.

When it comes to buying soft drinks, supermarkets are the most preferred places (69%). Less than half of this number buy from e-commerce platforms (31%) or via delivery services of supermarkets/ groceries stores (26%). 1 in 5 buy from wholesalers or discount stores (19%) and 1 in 10 through convenience stores (11%).

Lastly, YouGov also revealed the brands that Singaporeans are likely to buy, with Coca-Cola ranking first at 71%, followed by A&W Root Beer (47%), Sprite (42%), Pokka (42%), and Fanta (37%).

Singapore – Popeyes Singapore has launched its latest Chinese New Year (CNY) activation campaign that lets people exchange their excess mandarin for some lucky discounts on their limited edition chilli crab chicken menu.

The campaign aims to provide a delicious solution for those with too many mandarin oranges collected during the festive season. It is also Popeyes’ creative way to promote the comeback of their limited chilli crab chicken menu.

Instead of discarding the fruits in the bin, consumers can take a photo of their excess mandarin oranges and post it on their social media, tagging Popeyes Singapore’s account on Instagram. Popeyes will contact the lucky winners privately on the app with their discount voucher that they could claim at the physical store.

To further boost this campaign, Popeyes also tapped some renowned Singaporean influencers, gifting them with mystery kits that led them to redeem their discount vouchers at the Popeyes store.

Rafael Serer, general manager of Popeyes APAC, said, “We are very excited to bring back our limited chilli crab chicken in Singapore! Combining the delicious flavours of a uniquely Singapore dish with our Cajun chicken heritage, we want to make CNY an extra special occasion for our guests. More importantly, at Popeyes, it’s about creating core memories that will last a lifetime.”

Singapore – Nestlé Professional has unveiled its latest initiative aimed at transforming the way it engages with food-service operators. The newly inaugurated Customer Engagement Centre (CEC) in Singapore is a testament to Nestlé’s commitment to the F&B and hospitality businesses, positioning itself as a comprehensive solutions provider.

The CEC stands out in bringing in-depth industry knowledge, expertise in food services and an extensive F&B and hospitality portfolio. Helmed by Nestlé Professional’s in-house chef and barista, and alongside association partners, they aim to address key industry challenges while serving the evolving needs of their clientele. 

These challenges include a constant drive for sustainable practices, solutions for manpower challenges, and steps toward increased overall operational efficiencies delivered by innovative on-trend concepts. 

Moreover, the opening of Nestlé Professional’s new CEC marks a significant shift from selling products to actively contributing to the growth and improvement of F&B and hospitality businesses in Singapore.

The new CEC is designed to resemble a café, where partners and affiliates can book an appointment for tastings and demonstrations to better understand the myriad of F&B offerings and solutions provided by Nestlé Professional. This includes product and machine demonstrations where product training, tailored applications, creative menu development, and recipe ideas are offered to meet unique business needs.

Paul Nagelkerken, country business manager at Nestlé Professional, said, “By creating a space that fosters collaboration and innovation, Nestlé Professional is poised to play a pivotal role in assisting the F&B industry in Singapore. This strategic initiative aligns with the company’s commitment to exceed the expectations of our customers, providing them with the concepts, tools and expertise needed to thrive in a dynamic and competitive market.”

Singapore – The Singaporean Ministry of Communications and Information has teamed up with creative agency MullenLowe Singapore to create a Chinese New Year film that celebrates the unity and resilience of Singaporeans as they celebrate the occasion.

Made in collaboration with local director Royston Tan, the film titled ‘Extended Love’ by MullenLowe Singapore and MCI displays how Singaporeans value both their family and their community. 

The film features a young overseas-based Singaporean woman who returns home for Chinese New Year to persuade her grandmother to join her family abroad. However, she soon learns that her grandmother, who runs a ‘cai png’ (mixed rice) stall at a coffee shop, has started her own tradition of bringing neighbours together for a  cai png reunion dinner at the coffee shop every year, showing that she is not without family within the community.

Talking about the film, Tan said, “The film explores our notions of family and community, and how ‘extending’ the warmth of a meal to those around us can make for a joyful reunion. Through the film, we want to highlight the beauty and strength of strong community ties, while encouraging Singaporeans to come together to celebrate the festive occasion in new and meaningful ways.”

Meanwhile, Paul Soon, CEO of MullenLowe Singapore, commented, We are delighted to collaborate with Royston to produce the film ‘Extended Love’ this Chinese New Year. In this short film, we recognise that Singapore is becoming more diverse in terms of aspirations and preferences, even in celebrating our key festivities, but that what makes us Singaporean — resilience, unitedness, inclusiveness — remains the same.” 

“This mirrors the values of the Forward Singapore exercise as we build our shared future. We hope this heartwarming story can remind Singaporeans of what’s truly important — being present for each other,” he concluded. 

The film is now on the official Singaporean Government’s social media channels and can be viewed on Free-To-Air Television, Ch 8 and Ch U from February 2 to February 25, 2024.

Singapore – To celebrate the milestone of its 25th anniversary of KrisFlyer, Singapore Airlines’ lifestyle rewards programme, the airline has launched a film campaign that perfectly demonstrates how the programme empowers its members towards memorable and meaningful experiences.

Made with TBWA\Singapore and Cutscene, this heartwarming 1 minute film follows the journey of a young girl, who fearlessly steps through life’s different doors as she navigates diverse experiences, while capturing a snapshot of rewards offered by KrisFlyer.

With the girl going through various memorable experiences in her life that reflects her growth such as her first plane ride, to exploring new styles and places, the film narrative showcases how each scene transforms each moment into a memory reflecting how the brand has grown alongside her.

Moreover, this film serves as a tribute to KrisFlyer’s evolution from a frequent flyer programme to a lifestyle rewards programme, and a steadfast companion for many. Since 1999, KrisFlyer has been uniquely associated with travel and experiences. Today, it has been seamlessly integrated into everyday life, enhancing experiences beyond the skies, rewarding members for being explorers, and truly making every experience miles better.

Talking about the film, Loo Yong Ping, deputy executive creative director of TBWA\Singapore, said, “More than a film, our goal was to capture KrisFlyer’s evolution through the lens of the little girl and her dad. This is undeniably a milestone worth celebrating.”

Singapore – The Singapore Tourism Board (STB), Marina Bay Sands, and UOB have spearheaded a first-of-its-kind partnership to enliven the Marina Bay precinct for locals and tourists. This partnership will focus on introducing appealing lifestyle and entertainment programming for the Bay.

These includes the launch of over 50 exclusive experiences across hotels, attractions, retail shops and dining establishments, in partnership with more than 19 precinct stakeholders.

In addition, this builds on the marketing efforts of all three parties – including STB’s Made in Singapore global brand campaign, Marina Bay Sands’ Bay Precinct Strategy, and UOB’s strategy to provide exclusive access to the best travel, shop, dine and entertainment events across ASEAN – to form a compelling tourism narrative for visitors.

Alongside these engaging programming, this partnership will include a marketing campaign “Masterpieces. Made in Singapore,” leveraging STB’s global campaign that highlights how the ordinary is made extraordinary through a rich tapestry of unique and unexpected experiences made possible only in Singapore. 

The campaign communications will go out to key source markets such as Indonesia, Japan, Korea, Malaysia, Thailand and Vietnam, and post-arrival visitors already in Singapore. 

Kenneth Lim, assistant chief executive of marketing group at Singapore Tourism Board, said, “We are delighted to partner with Marina Bay Sands and UOB to collaborate with the wider Marina Bay precinct partners to enhance the vibrancy of the Marina Bay precinct by offering a series of unique experiences for visitors to enjoy. This partnership aims to excite and inspire our visitors to explore more of what Singapore has to offer.”

Meanwhile, Irene Lin, senior vice president and chief marketing officer (resort marketing) at Marina Bay Sands, commented, “The Marina Bay precinct has the potential to be a canvas for cutting-edge lifestyle programming, with its diversity of hotel, attractions, retail and dining partners located in close proximity to our integrated resort. The partnership with STB and UOB allows us to further develop our first-in-class Bay Precinct Strategy, which offers business travellers a richer and varied bleisure experience.”

Lastly, Jacquelyn Tan, UOB’s Head of Group Personal Financial Services, said, “UOB is honoured to be a part of this groundbreaking partnership. As the leader in billings for consumer credit cards in ASEAN, we look forward to offering our cardholders across the region an unforgettable experience at the Marina Bay precinct. Whether it be dining, attractions, retail or entertainment, UOB is proud to showcase Singapore’s finest offerings through this partnership.”

The partnership takes flight in February with a spectacular waterfront drone light show at the Bay, in celebration of Lunar New Year. Titled “The Legend of the Dragon Gate”, the show will present the story of the mythical Dragon King, brought to life through 1,500 drones set against the iconic Singapore skyline. Themes of family reunion and perseverance, as well as symbols of luck and prosperity, will feature prominently in the show.

In addition, to complement the drone extravaganza and further enrich the visitor experience around the Bay, the three partners have curated attractive promotions for UOB cardholders in Indonesia, Malaysia, Singapore, Thailand and Vietnam.

Singapore – As the Chinese New Year approaches, Coca-cola calls on everyone across generations in Singapore to celebrate in an interactive and meaningful way through a striking new packaging that is suited for the holiday. 

Designed to resonate with a wider audience, Coca-cola’s campaign features a redesign of Coca-cola’s cans with a dragon, this year’s zodiac symbol which perfectly embodies the spirit of the Chinese New Year.

Aside from this, Coca-Cola aims to recreate the tradition of wish-giving, a symbol of rediscovering each other and bringing families closer through their own interactive Dragon AR filter available on Facebook and Instagram, an engaging way for young people to send well-wishes to their loved ones.

The campaign is further brought to life as MediaCorp personality Hazelle Teo collaborates with Coca-cola on a music video that aims to light up this Chinese New Year and celebrate in style. 

Additionally, Coca-cola also made sure to put up engaging city-wide outdoor digital displays, as well as organised an experiential activation outside Wisma Atria through an immersive dragon tunnel, where Singaporeans can capture picture-perfect moments and take part in the activities to receive prizes. 

The new dragon-themed packaging of Coca-Cola is available only for this Chinese New Year. It is also worth noting that customers can win limited edition gold-plated dragon cans by spending S$18 and above on brands across Coca-Cola’s group of companies.

Singapore – WE Communications (WE) has announced it has been named agency of record for Elastic, a search analytics company, in Australia and Singapore. WE’s appointment follows a competitive pitch.

The communications partnership, effective immediately, will help Elastic promote and protect its brand and thought leadership positioning in Asia-Pacific countries.

Moreover, WE will draw on its full range of capabilities, including corporate reputation and brand purpose, media and influencer engagement, content development, digital marketing, and creative. 

Madge Miller, vice president of global communications at Elastic, said, “Cutting through market noise, to showcase the value of search-powered solutions, is essential to our communication strategy. WE’s strong technology sector knowledge, extensive media relations experience and creativity have motivated us to choose WE as our agency of record in Australia and Singapore.”

Meanwhile, Ayla Fitzgibbon, head of technology at WE Australia, commented, “For years, the Elasticsearch platform has empowered millions of businesses to find the answers that matter in milliseconds with the power of AI and search.”

She added, “WE is honoured to be selected as Elastic’s agency of record for Australia and Singapore, and we look forward to delivering communications strategies that promote the search analytics company’s growth in the region.” 

Lastly, Daryl Ho, managing director at WE Singapore, stated, “Elastic joins WE’s growing technology client roster in the region. Tapping our extensive experience in helping technology brands tell their stories, the team is excited to help write the next chapter of Elastic’s growth as a leading provider of search-powered solutions.” 

Singapore – Genesys, a global AI-powered cloud platform, has announced that it has reached an agreement to acquire Radarr Technologies, which specialises in AI-based social and digital listening, analytics, and consumer engagement.

Through the acquisition, Genesys will integrate Radar Technologies’ public social media capabilities with the Genesys Cloud platform to enhance customer experience (CX). This partnership enables the development of proactive, prescriptive engagement tactics aimed at increasing loyalty in the AI economy.

With the help of Radarr Technologies, Genesys helps businesses naturally interact with customers on the social media platforms of their choice. This is done by providing rich, simple, contextual, and tailored social media experiences. 

Following the expected completion of the acquisition in the first quarter of 2025, Genesys intends to utilise Radarr Technologies’ social media insights as a critical component in building its 360-degree customer view to improve Genesys AI. This integration will allow for the collection of interaction, sentiment, and attitudinal data across the CX continuum.

Businesses utilising Radarr Technologies’ capabilities on the Genesys Cloud platform will be freed from limitations and silos, enabling them to provide customers with individualised experiences across many channels. Loyalty is eventually fostered by using insights and capacities to accomplish this freedom. 

Through the integration of Radarr Technologies, Genesys Cloud users will gain direct access to supplementary conversation streams that are derived from publicly accessible social media posts across several platforms, including the Apple App Store, Facebook, Instagram, X, YouTube, Google Play, Google My Business, and more. 

Together with the voice and digital capabilities of the Genesys Cloud platform—which includes its private social media messaging solutions—organisations will be able to interact with consumers on these channels that turn inquiries into loyalty-boosting dialogues.

By utilising Radarr Technologies’ response engine capabilities in conjunction with Genesys Cloud, the combined solutions will give agents access to customer journey context and tools, allowing them to interact with clients on the social media platforms of their choice.

This includes answering questions on open feeds or via direct messages. Furthermore, the Radarr Technologies solution’s unique AI-powered Multilingual Sentiment Models will improve the Genesys Cloud platform’s natural language processing (NLP) capabilities. 

Moreover, this extension improves an organisation’s ability to recognise regional slang and colloquialisms in more than 100 languages, including the top 10 languages spoken worldwide and more than 40 Asian languages and dialects. Consequently, this makes it possible for companies to comprehend client sentiment more thoroughly, which enhances their capacity to provide customised experiences on a large scale. 

Speaking about the acquisition, Tony Bates, Genesys CEO and chairman, said, “As consumers increasingly turn to social media platforms to connect with brands for support, these channels become a crucial and largely untapped opportunity for organisations to engage with customers and glean valuable business insights. Once the capabilities of Radarr Technologies are integrated into Genesys Cloud, Genesys can accelerate its transformation of the CX industry by helping organisations further connect every touchpoint into the end-to-end customer experience.” 

Meanwhile, Sheila McGee-Smith, president, McGee-Smith Analytics, said, “Organisations have struggled to tap into the potential that social media can play in delivering differentiated customer experiences — Genesys is now in a better position to change that. Connecting these public feeds with the orchestration of the customer journey will provide companies not only a more holistic understanding of consumer behaviour and sentiment, but the tools to take action through more enhanced personalisation and engagement.” 

She added, “In adding Radarr Technologies capabilities to Genesys Cloud, the company recognises the rising importance global enterprises are placing on social interaction management and analytics to achieve a complete unification of the customer experience.”

Singapore – FairPrice has launched a new campaign in time for the Chinese New Year celebration, which brings to life the story of the ‘Dragon in the Great Race’ to portray FairPrice’s role in Singapore’s Chinese New Year celebrations.

FairPrice and creative agency Homeground United bring back to life the story of the Great Race from ancient Chinese mythology. They represent the generosity, sharing, and inclusivity of the Dragon spirit in their campaign, displaying a touching parallel.

The campaign film tells the story of the Dragon in the Great Race in an attempt to commemorate those who contribute to the feasts and reunions, the movie aims to capture the helping essence of the dragon. It invites viewers to welcome in the New Year by embracing and spreading the Dragon spirit.

The Great Race, a story from Chinese mythology, tells of twelve animals racing to meet the Jade Emperor and claim their places in the Chinese calendar. These twelve animals eventually became the twelve zodiac signs that are used today. Though the Dragon was meant to take first place, the real victory was demonstrated by deeds of kindness and giving, which brought the Dragon to fifth place.

Speaking about the campaign, Loo Yong Ping, deputy executive creative director, TBWA\Singapore, stated, “FairPrice as a brand has always been dedicated to extending a helping hand to make lives better for the people. The brand’s role in the community has always been significant, and especially so during festive seasons. When we dove into cultural truths of Chinese New Year, it was inspiring to find similarities between the Dragon and FairPrice.” 

Meanwhile, Joyce Chen, managing director, eg+, expressed, “We are proud of the close partnership between FairPrice and Homeground United which fuelled this 360 campaign. From cultural insights to execution, the campaign story was crafted to reconnect audiences to FairPrice’s brand ethos. The trust and strong collaboration between client and agency were the building blocks of this success, breathing life into a message that’s both relevant and impactful for audiences this Chinese New Year.” 

Furthermore, Alison Ee, director and head of customer and marketing (retail business), FairPrice Group, said, “As Singapore’s leading homegrown retailer, FairPrice stays committed to our social purpose in easing consumers’ cost of living and serving the community. The Dragon spirit resonates well with our everyday purpose to serve Singapore with essentials at great value in the hope that we give every one more reasons to celebrate this Chinese New Year.”