Tag: Singapore

Singapore – With over one in three consumers subscribed to it, Netflix has emerged as the most popular streaming service in Singapore. In this latest data, market research company YouGov also indicated that the same platform encompasses the largest proportion of contented customers garnering an 83% average satisfaction rating.

Among the platforms, Disney+ is the next most popular, with one in six (17%) subscribers. Singtel TV and StarHub TV are also tied at the same level, with around one in ten consumers indicating they are subscribers. Amazon Prime Video, Viu and Apple TV+, on the other hand, were noted to have less than one in ten consumers subscribed.

Furthermore, consumer satisfaction is relatively higher, as Disney+ and Amazon Prime ranked the second highest satisfaction rates at 74% and 73%, respectively.  Viu’s rating also remains favourable with over two in three subscribers expressing their satisfaction. This percentage is higher than satisfaction with Apple TV+ (61%) and SingTel TV (60%) services, with around three-fifths of the way there. Over half of StarHub TV (56%) subscribers also said they are satisfied customers.

The data also revealed the factors affecting consumers’ willingness to pay for streaming or TV subscriptions. More than one-quarter cited these factors as not being TV watchers (28%) and finding the costs of streaming subscriptions too high (27%). Other common reasons include having difficulty finding what they want to watch (13%), poor viewing quality or experience (7%), and poor or no internet connection (6%).

Singapore – The National University Cancer Institute of Singapore (NCIS) has announced the launch of NCIS Fights Cancer, a web-based mobile game developed by home-grown gamification marketing company Sqkii for cancer education and prevention.

This initiative coincides with the institute’s 15th anniversary as a national centre for cancer as well as the inauguration of “NCIS Celebrates Life,” a weekend family carnival honouring their journey in cancer care and cutting-edge translational research. 

In this free web-based game, the main rule centres around avoiding obstacles and collecting objects to obtain high scores.  One of its notable features lets players gain more attempts by taking actions like donating to the NCIS Cancer Fund or sharing a cancer-related health tip.  

As such, a player could use in-game objects with related facts like “Limit your alcohol intake to no more than two standard drinks a day – approximately two cans of beer, two glasses of wine or two measures of spirits” or “Be active and exercise for at least 30 minutes, five times a week, to maintain a healthy weight and reduce your risk of cancer.” 

Seo Si Yun, operations lead at Sqkii, took pride in this remarkable breakthrough and said, “The game is designed to help Singaporeans easily pick up and share cancer-related facts—developed together with medical professionals from NCIS—while enjoying the process itself. This collaboration marks a milestone for Sqkii in that our games can now not only entertain and drive commercial objectives; they can also drive positive and impactful societal change.” 

The particular mobile game feature stems from the institute’s mission to make cancer care more accessible to those in need by raising funds for them. 

Meanwhile, Chee Cheng Ean, adjunct associate professor and executive director at NCIS expressed their steadfast commitment to the cause, stating, “At NCIS, we are committed to delivering incredible treatment and the compassionate care every individual affected by cancer deserves. We want to empower our patients and the community to take charge of their health and we do this through robust education campaigns. Fighting cancer is a long journey, and it requires a collective effort from the community and broader society.”

Throughout the years, the NCIS Cancer Fund already helped 440 patients with close to $1.8 million since it was set up in 2016. Such initiative has long been reducing the barriers that patients face when dealing with cancer in Singapore.

Singapore – The dynamic landscape of marketing in Southeast Asia is continually evolving, driven by rapidly changing consumer behaviours, technological advancements, and a diverse, vibrant market. As we venture into the future, the region is poised for a marketing revolution that will reshape the way businesses connect with their audiences. 

This transformation is fueled by several key factors, including the proliferation of digital channels, the rise of e-commerce, and the increasing demand for personalised, culturally relevant content. Nonetheless, given the ongoing complexities associated with these developments, how can brands and marketers adopt strategies to successfully navigate current and forthcoming technologies and integrate them into their marketing initiatives?

In order to provide brands and marketers with the most up-to-date knowledge, best practices, and resources to ready themselves for the forthcoming industry trends and forecasts, MARKETECH APAC officially completes the trilogy of its What’s NEXT 2023-24 Conference Series by bringing it to Singapore for the first time, as well as returning to the Philippines as well.

Both of these conferences add up to the upcoming What’s NEXT 2023: Marketing in Malaysia conference this December 5 at Sheraton Imperial Kuala Lumpur.

The upcoming Malaysian conference features a diverse lineup of marketing leaders across Malaysia, representing local and international brands including AEON, Atome, Astro, Axiata, CelcomDigi, IHH Healthcare, InterContinental, Gentari, MR. D.I.Y., PropertyGuru, Secret Recipe Cakes & Cafe, Sunway Malls, Touch ‘n Go Group, and Valiram. The conference has been sponsored by Adobe, CleverTap, Adzymic, MassiveMusic, SleekFlow, and Teads.

Interested parties are encouraged to request the agenda here. This conference is HRDF claimable.

Moreover, MARKETECH APAC’s debut of its What’s NEXT 2023: Marketing in Singapore conference will be held on March 7, 2024, and marks the first time it will be hosting a conference in the country. Meanwhile, the return of the What’s NEXT series conference in the Philippines through What’s NEXT 2024: Marketing in the Philippines will happen from March 19 to 20.

This follows the successful hosting of the What’s Next 2023: Marketing in Asia Pacific 2-day hybrid conference in the Philippines from February 28 to March 1 at the Crowne Plaza Manila Galleria. The conference was attended by more than 200 in-person attendees and more than 100 virtual attendees including a diverse pool of Philippine and international brands and agencies.

To learn how to be a part of this conference, click HERE for details on the Singapore conference, and HERE for details on the Philippine conference.

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

Meanwhile, please contact Katherine Sy at [email protected] for speaking opportunities; and Jizelle Barceñas at [email protected] for registrations.

Singapore – More than four in five, or 84%, of Singaporeans said banks and financial institutions are liable to scam losses to a great extent, data from YouGov showed.

The data from YouGov’s survey revealed that nearly half of Singaporeans claim they receive scam texts, calls, or messages on a weekly basis (48%). Meanwhile, one in seven receives such communication daily (14%), and the rest receive it monthly (19%), every few months (10%), or longer than that (3%).

Interestingly enough, men (52%) are more likely to receive scam texts, calls, or messages than women (44%) on a weekly basis. And among generations, GenX feels the most targeted, with more than half of them (52%) saying they receive such communication on a weekly basis.

The data also revealed that among the different types of scams, online shopping or classified scams have been the most common at 15%. This type of scam is where people receive fake items or do not receive items at all. This is closely followed by job scams at 14%.

Not far from the previous numbers, 13%, or at least one in ten Singaporeans, have also been victims of investment scams, which is the same percentage as the victims of bank or card phishing scams. Aside from these, 9% have been victims of loan scams and social media phishing scams, and 53%, or more than half, have never been victims of any scams.

Among these various types of scams, a worrying number half of Gen Z have already been victims of a scam, with bank or card phishing scams being the most common type (15%). This is followed by investment scams and social media phishing scams (14% and 13%, respectively).

Meanwhile, job and employment scams top the list for millennials (16%), followed by online shopping scams (15%) and investment scams (14%). And for GenX, online shopping scams have been the most common (19%), followed by job scams (15%) and investment scams (14%).

Looking at the victims, one in seven (14%) admitted to losing money, and three in ten (30%) haven’t experienced it but personally know someone who lost money due to a scam. On the other hand, half (50%) have neither been victims themselves nor know anyone who has been scammed for money.

With the concerning issue of scamming and loss of money due to a certain scam, the data from YouGov revealed that Singaporeans hold banks and financial institutions most accountable for bearing scam losses, with 84%, or more than four in five respondents, saying they are liable to some or to a great extent.

After banks, 77%, or three-quarters, believe that bearing losses lies with the consumer, while 76% each for telcos and the government.

To protect themselves from scams, three-quarters of Singapore residents ignore or block unknown emails and phone numbers (75%). Other than this, 69% do not share personal details or financial information with anyone, 64% avoid downloading software and mobile apps from unknown sources, 61% won’t transfer money to anyone they haven’t met, and 61% verify numbers and emails before taking any action to prevent any financial fraud.

It is also worth noting that older generations, such as Gen X and Baby Boomers, are more likely to take countermeasures against scams than Gen Z and millennials.

YouGov’s survey comes after the Monetary Authority of Singapore (MAS) and Infocomm Media Development Authority (IMDA) proposed a Shared Responsibility Framework (SRF) for phishing scams in Singapore. This newly proposed framework requires financial institutions and telecommunication companies to share the responsibility for scam losses should they fail to discharge prescribed duties.

The survey data showed that most Singaporeans view the framework positively and believe it will be effective in strengthening the accountability of all the parties involved in mitigating scams, especially banks and financial institutions (78%). Meanwhile, seven in ten expect telcos to become more responsible due to this development (70%), and nearly two-thirds think it will make consumers more accountable (64%).

Singapore – Recommerce platform Carousell and corporate card and finance management platform YouBiz have announced a strategic partnership to help local small and medium-sized enterprises (SMEs) and start-ups accelerate their business growth with digitalisation tools and resources.

The partnership between the two platforms serves as a unique collaboration that aims to help SMEs maximise their resources and save on business expenses as they digitalise their operations.

To start, YouBiz has been helping over 3,000 businesses save annually by eliminating unnecessary administrative fees, coupled with its promise of 0% FX fee, unlimited cashback and seamlessly integrated digital solutions. These substantial savings allow SMEs to reinvest in their growth, and enhance their offerings and reach which ultimately creates a more vibrant and resilient business landscape.

As part of the partnership, Carousell merchants get to enjoy a 10% upsized cashback for their CarouBiz package and Carousell coins, while YouBiz users are offered an exclusive 20% rebate for their purchase of Carousell coins.

Beyond helping SMEs save costs, Carousell and YouBiz are also committed to empowering business owners and aspiring entrepreneurs with the knowledge they need to stay ahead in the digital economy.

Talking about the partnership, Johnny Lim, regional head of sales and business director of Carousell, said, “We are thrilled to partner with YouBiz, combining our reach of 1 in Singaporeans as active monthly users and YouBiz’s expertise in financial solutions, to help small local businesses and success in today’s fast-paced business landscape. Digitalisation is pivotal, and this collaboration exemplifies our commitment to provide simple-to-use and convenient ways for anyone to digitise their business.” 

Meanwhile, Kelvin Lam, chief operating officer of YouBiz by YouTrip, said, “Our partnership with Carousell is a strategic one that aims to equip SMEs with cost-saving tools and resources that help them accelerate their cross-border growth in this digital economy age. We are excited to be working with Carousell to support the growth of SMEs in the region. With our combined expertise and offerings, we can help more businesses tap into new markets and opportunities.”

Singapore – Unilever’s skin care brand POND’S Skin Institute has partnered with advertising and PR agency Ogilvy Singapore for its new product launch campaign to unveil its elevated brand world.

Pond’s new campaign with Ogilvy aims to revive the brand and breathe new life into it while finding ways to connect science with women around the world.

The skincare brand will undergo a complete redesign of its visual identity and brand essence. It will also onboard K-pop star Tzuyu from Twice as its new global ambassador. She will be instrumental in the brand’s reinvention as it invites women to discover how the science of Pond’s Skin Institute can make miracles happen for their skin.

With the tagline ‘Miracles Happen’, the campaign is set to unveil the transformative power of groundbreaking science and what it would mean for millions of Southeast Asian women.

The new campaign comes as POND’S announces the launch of its newest bright miracle product range, which features new formulations and the Nobel Prize-winning science of autophagy to boost skin’s ability to self-repair and achieve ultimate clarity and radiance.

This brand revamp and new campaign will commence in Indonesia and will cascade throughout Southeast Asia and the rest of the world into 2024 through a series of captivating videos, inspiring social media content, and arresting in-store designs.

Aanchal Sethi, global managing partner at Ogilvy Singapore and Unilever, said, “We tapped into the insight that despite their relentless pursuit, 9 out of 10 women struggle to bridge the gap to their desired skin. They believe it would take a miracle to achieve this skin. Today, we have the science to bridge this gap; the science to make miracles happen.”

Speaking on the campaign, Vandana Suri, global brand lead at POND’S Skin Institute, also shared, “At this pivotal moment for Pond’s Skin Institute, we are excited to showcase our longstanding heritage of skincare innovation while introducing the world to our unparalleled new Bright Miracle product range.”

“As we integrate the best of science and beauty, we couldn’t be more thrilled for our partnership with Tzuyu to invite people everywhere to experience the brand. From her unrelenting ambition, diverse talent, and unique craft to her warm personality and inspiring outlook on beauty, she is truly an icon who makes miracles happen,” she added.

Singapore – Despite repeated outage and service disruption experienced by customers of DBS, the Singaporean multinational bank has its brand health register much higher than of rival banks in the region, according to a recent report from YouGov.

Latest data from YouGov BrandIndex shows that Buzz scores for DBS, which measures whether consumers have heard more positive or negative things about a brand in the past two weeks, plunged 18 points after the recent outage, from 23.8 on October 14 to 5.8 by October 16.

However, DBS’ net scores for Impression, which track the general impression consumers have towards a brand; and Satisfaction, which track whether a brand’s customers are mostly satisfied or dissatisfied with it, did not see a drastic slump.

Consumer impression of DBS – which had grown significantly from 36.4 on September 23 to 51.3 on October 14 – saw a clear drop immediately after the recent outage. But by October 23, it returned to largely similar levels as a month ago.

Notably, there was likewise no significant decline in the percentage of consumers who would consider banking with DBS, over the week following the outage. DBS’ Consideration scores (which track the percentage of Singapore residents who would consider engaging the brand when they are next in the market for financial services) dipped just 2.8 points from 40.1 on October 14 to 37.3 by October 23.

Lastly, DBS’ Index score, referring to an overall measure of brand health calculated as an average of Impression, Quality, Value, Reputation, Satisfaction, Recommendation scores) of 35.8 on October 23 remains markedly higher than its major local rivals OCBC (18.5) and UOB (20.1), as well as digital competitor Trust Bank (20.5), which is backed by Singapore’s sole national trade union centre.

Singapore – Multinational home furnishing retailer IKEA has named independent creative agency The Secret Little Agency as its new lead creative agency of record.

The agency’s remit includes all integrated campaigns, marketing strategy, product campaigns, digital and social communications development, and more.

This win is an expansion of IKEA’s growing relationship with The Secret Little Agency and Mother globally. It is worth noting that Mother London is also leading creative duties for IKEA United Kingdom and Ireland, and both agencies are under a joint venture to expand their services in Asia.

Prior to this appointment, TBWA\Singapore was taking the helm of IKEA Singapore’s creative duties.

Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency, said, “We are looking forward to stepping into a new era of inspired creativity together with IKEA. Like all creatives, we are restless to realise the creative opportunity that IKEA presents, but not without staying focused on being real strategic allies to IKEA here and wherever they need.”

Nigel Richardson, head of marketing at IKEA Southeast Asia, also shared, “After going through the competitive pitch and creative response process, The Secret Little Agency demonstrated strong strategic thinking, a solid knowledge of the IKEA brand, the IKEA tone of voice, and were a great values and culture fit. Their mindset of being a creative company that solves problems in surprising and entertaining ways sits very well with IKEA, a vision-driven home furnishing retailer.”

KFC Singapore spices up SGAG office in flavour-packed campaign to bring back a fan-fave menu 

Singapore – Global fast-food chain KFC has partnered with Havas Media and media company SGAG for its latest campaign that announces the return of a well-loved KFC menu.

The fun campaign featured a secret operation orchestrated by KFC, Havas Media, and select SGAG members in the SGAG office. The special surprise is to announce the return of KFC’s fan favourite, ‘Cheesy Zinger Meltz’.

For the grand reveal, SGAG cast members Sean and Amy enter the office holding a Cheesy Zinger Meltz and are accompanied by KFC balloons and party hats, turning the office atmosphere into a full party.

Other cast members, including Xiaoming, Nancy, and Syakeel, also joined in on the fun. And for every game or challenge won, the members can have as many of the Cheesy Zinger Meltz as they want.

The launch party was captured on reel and shared on SGAG’s TikTok, Instagram, and Facebook with supplementary meme posts. It was also shared on the members’ Instagram stories to extend and amplify the viewers excitement for the comeback of KFC’s Cheesy Zinger Meltz.

Together with the comeback of the fans’ well-loved menu product, the fast-food chain will also be launching the newest addition to the menu, a limited-time ‘KFC Cajun Wedges’.

Kelvin Goh, media director at Havas Media Group Singapore, said, “The exclusive and carefully orchestrated launch party at SGAG’s office was a unique activation that does justice to an eagerly anticipated re-launch. Not only were we able to showcase the joyful reaction that KFC’s Cheesy Zinger Meltz brings, but the surprise activation also served a strong role in breaking the news on social platforms.” 

Speaking on the campaign, Sheryl Thong, Director of Business Development at HEPMIL Singapore, also shared, “SGAG teamed up with KFC to bring the cheesy excitement right to our office! We’ve turned our office into a tasty haven with the delicious smell of KFC. Our team enjoyed fun challenges and got to taste the new KFC Cheesy Zinger Meltz before it’s available in stores. Working with KFC and the Havas Media team has been an amazing experience, and we’re excited to bring the latest zinger delight to our audiences!”

Singapore – Unified customer experience management platform Sprinklr has announced the integration of TikTok Video Shopping Ads directly into the Sprinklr platform. This enables international brands to optimise ad performance and create a variety of TikTok Video Shopping Ads kinds. 

These advertisements can target and captivate both new and returning audiences, allowing brands to boost engagement, increase TikTok sales, and maximise their return on ad investment.

Any activity that a user or customer performs on their website or app can be recorded using data connections. With more knowledge of the shopper’s user journey, which includes holiday planning, gifting, celebrating, indulging, sharing, and more, the system is able to reach users with holiday messaging and Video Shopping Ads that will resonate with them.

To maximise the benefits of data connections, brands should set up both TikTok Pixel and Events API before the start of Q4 to ensure the ad delivery in preparation for the holiday season. This not only allows for integration between the platform and the user’s systems, but it also improves TikTok Ads Manager’s ability to precisely determine the optimal timing and placement for ad delivery, increasing the potential for the conversions. 

Sprinklr signed on as TikTok’s first advertising partner in 2020, and in 2022 it grew by adding a content marketing specialty. Sprinklr has recently added video shopping ads, to be able to help marketers manage, carry out, and optimise campaigns for both organic and paid content on TikTok.