Tag: Singapore

Singapore – Digital-first telco MyRepublic, has launched gamification mechanics for its broadband and mobile subscribers’ customer experience journey. The ‘Pocket Rocket Adventures’ game is available on MyRepublic’s mobile app.

The gamification strategy is part of MyRepublic’s efforts to boost engagement, loyalty, and long-term customer value. It leverages innovative and non-traditional channels to build a more interactive relationship with customers.

Through the game, subscribers can get rewards from playtime and gain prizes from completing challenges and participating in events within the game. Subscribers can earn points, digital rewards, and exclusive merchandise. The game also has a tiered reward mechanism based on tenure and engagement.

‘Pocket Rocket Adventures’ also serves as a loyalty program for MyRepublic, providing the company with a view of customer behaviour and preferences.

The initiative is part of the company’s strategy to stand out against competitors. It also builds on MyRepublic’s ‘Geeks Use Us’ campaign, tapping into the gaming community.

Terry Williams, vice president, consumer at MyRepublic, said, “Pocket Rocket Adventures is more than just a game—it’s a strategic extension of how we view customer experience in the digital age. As a digital-native telco, we are constantly exploring new ways to engage our customers. This is an industry-first initiative in Singapore’s telecom sector, where gamification is embedded into our core customer engagement model.”

“Gamification is no longer just a trend in consumer apps—it’s now a business tool. We believe telcos need to evolve beyond transactional models and create participatory experiences that are emotionally engaging and memorable. This program is the start of a longer-term transformation in how we design and deliver customer value,” Williams added.

Singapore – Samsung Electronics Singapore has named Lynn Chong its new head of marketing. She will spearhead the company’s marketing and communication efforts in Singapore, amplifying its mobile and consumer electronics divisions.

In her new role, Chong will be responsible for Samsung’s integrated marketing communications, media, social, digital, communications, and brand partnerships.

Before the appointment, Chong was head of brand marketing for Samsung Electronics Singapore’s mobile experience division for four years. During her stint, she led the marketing efforts for Samsung’s Galaxy portfolio.

Chong has spearheaded initiatives to establish the market presence of the brand’s foldables and AI offerings. She has worked on campaigns such as Samsung’s ‘AI Do’ with Singtel.

With over 20 years of experience in marketing and communication, she has held leadership roles at NTUC FairPrice, OCBC, JWT, and Ogilvy.

“We are excited to have Lynn step into an expanded role to lead integrated marketing efforts in Singapore. As an established marketer and team lead, she has led several transformative campaigns to bring to life our innovative mobile offerings. Her new appointment serves as evidence of our commitment to both the professional growth of our talent and the strategic imperative to cultivate enhanced consumer relationships within the Singaporean market,” Jeffrey Hahn, president at Samsung Electronics Singapore, commented.

“I am deeply honoured to have the opportunity to take on an expanded role within the team. Consumers in Singapore know exactly what they are looking out for when they interact with a brand, and it is important that we remain relevant to our consumers in a fast-evolving marketplace. We are eager to engage our consumers meaningfully through innovative and impactful campaigns,” Chong said.

Singapore – Target Media Singapore, a digital media solutions provider, has announced the departure of chief commercial officer Henry Goh from his role. Goh exits the company as he seeks new chapters in his professional and personal life.

Goh held the role for almost six years, where he became a significant part of Target Media’s leadership team and commercial growth. Throughout his stint, he strengthened the company’s relationships with its partners and clients.

“I am privileged to have the opportunity to roll out and helm two distinctly new media in the form of the Digital Display Panel (DDP) and Bus Shelter Advertising platform over the course of my time in the Singapore media industry. It has been a remarkable journey. It has been a remarkable journey to be part of the Target Media story,” Goh said.

“I’m grateful to have worked alongside such passionate and dedicated teammates, and to have partnered with so many forward-thinking clients and agencies. I leave with a full heart, immense pride in what we’ve built, and excitement for what’s ahead for myself and for the company,” Goh added.

Target Media operates under Focus Media Group company, a subsidiary of Focus Media China and SPH Media. The company specialises in out-of-home advertising.

Last year, Target Media appointed Daniel Ng as its chief revenue officer.

Ng commented, “Henry’s departure marks a meaningful milestone for all of us at Target Media. His contributions go beyond numbers. He’s helped shape the culture, values, and people-first spirit of our commercial team. We are deeply grateful for his leadership and friendship, and we wish him all the success and happiness in his next chapter.”

Sharmin Du, CEO of Target Media SG, said, “From the earliest days of Target Media, Henry has been more than just a leader, he’s been a cornerstone of everything we’ve built. As one of our first executives, Henry helped shape not only the direction of our business, but also the spirit of our team.”

“His vision, grit, an unwavering commitment carried us through the ups, the downs, and the countless moments in between. As Henry moves on to explore new paths, we want to say thank you, not only for the work, but for being part of this chapter with us. Henry, you’ll always be part of the Target Media story. With appreciation and respect,” Du added.

Singapore – The non-profit organisation Singapore Maritime Foundation (SMF) has launched an animated series to boost awareness of maritime. The series aims to engage young audiences and spark interest in the industry.

SMF recently released the first episode of  ‘Boaty’s Adventures in Maritime City.’ The nine-minute episode features SMF’s mascot, 10-year-old ‘Boaty’ as he explores ports and ships.

The short film offers a glimpse of port and tech operations in maritime, using colourful animation for young audiences.

Besides the film, SMF also has activities and learning resources for young people on its website.

The move is part of SMF’s effort to build its talent pipeline, aiming to spark curiosity among viewers at an early age.

SMF is set to release three more episodes of the series in the following months.

Singapore – Travel platform Klook is riding the April Fools’ tide with its ‘announcement’ of unconventional experiences. 

Through an Instagram post, Klook shows its humorous side, sharing quirky and fun activities like placing the most coveted bench in Tokyo up for rent this Sakura season. It even included a snail trail expedition, where individuals can hunt and create their own mucin masks.

Airport transfers are also included in the lineup, but with a ‘hunky’ guy doing the work. The post also invited people to sculpt themselves in wax at a museum in London and design their couture buttons in Paris.

In its campaign for Klook Protect last year, the company also used humour to promote travel security with The Secret Little Agency.

Recently, Klook announced a US$100m in funding led by growth investment firm Vitruvian Partners as it broadens its reach in the Asia-Pacific.

Singapore – 1664, a Carlsberg Singapore premium beer, has teamed up with urban fashion brand CLOT for a new fashion line. The collaboration line draws inspiration from French and Eastern styles.

1664 and CLOT’s new fashion collection will be available in a limited-time pop-up at Plaza Singapura. It will be open from April 17 to 27, 2025.

The ‘1664 x CLOT Textile Co.’ pop-up is designed to look like a traditional fabric shop, a tribute to Singapore’s textile heritage. Limited-edition caps, tote bags, ceramic tumblers, and t-shirts will be available in the store.

Behind the store is a bar where guests can pour their own beers and create digital avatars. Pop-up visitors can collect a 1664 pouch, fabric coaster and $50-worth Bounceback cards.

Additionally, customers can enter a raffle for flight tickets to Paris, where the 1664 beer was first crafted. Customers can join by submitting receipts of their 1664 purchases.

“1664 has always drawn inspiration from fashion, art, and design, so we’re thrilled to partner with CLOT, a brand that has always been at the forefront of creativity, blending elements of Eastern culture with urban fashion. More than just a collaboration, we’ll also be celebrating the partnership with an event here in Singapore. This pop-up showcases what happens when two brands with a shared passion for flair and style come together,” Fang Qing Yao, marketing director at Carlsberg Singapore, said. 

“This collaboration reflects our vision of redefining the modern lifestyle a premium beer brand can represent,” Yao added.

Singapore – Ascott Limited, the lodging business unit under CapitaLand Investment, has enhanced its loyalty programme features for members’ travel experiences. The enhancements of Ascott Star Rewards (ASR) come as the programme celebrates its sixth anniversary.

Through improving its mobile app and website, Ascott aims to grow its member base to at least 15 million by 2028.

The ASR mobile app is set to undergo a series of updates to streamline the user journey. The updates will see an improved user interface, personalised travel recommendations, geolocation-based offers, and an optimised landing page.

Moving beyond allowing bookings, the app will also enable pre-arrival check-ins, self-check-outs and multi-room reservation management.

Meanwhile, the ASR website has added payment options, including WeChat and Alipay. It has also enhanced ‘Cubby’, its genAI-powered web chatbot, allowing it to pilot direct bookings.

Leveraging AI, ASR has a new recommendation engine that suggests travel destinations, brand experiences and potential properties.

Curated experiences through exclusive partnerships

ASR has added the tennis tournament ‘French Open’ in Paris and the fan engagement ‘The Famous CFC’ event in Bangkok to its lineup of curated experiences. The exclusive partnerships are also part of Ascott’s member rewards strategy, adding to its ‘Privilege Signature’ series.

Meanwhile, Ascott is also collaborating with travel partners to create a one-stop platform, allowing members to gain exclusive benefits. It has also teamed up with KrisFlyer, Singapore Airlines’ frequent-flyer programme. 

The partnerships allow more ways for members to earn ASR points and enjoy airport lounge access.

In line with ASR’s anniversary, its members can earn bonus points for bookings made from April 1 to May 31, 2025. They can also get complimentary airport lounge passes.

Tan Bee Leng, chief commercial officer at Ascott, said, “To achieve our target of more than 15 million members by 2028, Ascott is making significant enhancements to our mobile app and website, to enable our loyalty programme, Ascott Star Rewards (ASR), to be seamlessly integrated into the digital journey. Tapping into the power of AI, Ascott is harnessing technology as a driver of efficiency, personalisation, and seamless customer engagement, as part of our tech-forward hospitality journey. This enhanced digital presence is complemented by our commercial strategy which focuses on offering compelling deals, benefits and exclusive experiences to ASR members. It also underscores ASR’s role in driving direct bookings for Ascott properties, reducing our reliance on online travel agencies. ASR members tend to book more frequently, hence contributing to higher profitability for property owners while delivering richer data insights for Ascott to enhance guest experiences and brand loyalty.”

“Looking ahead, Ascott will be stepping up our loyalty engagement with corporate accounts, to create compelling ASR offerings for business travellers as well as the companies they represent. We are also broadening the ASR ecosystem with more strategic partnerships such as airlines and airports, to reward members with more perks to enrich their stay experiences with Ascott. In line with ASR’s brand promise to Stay Rewarded, we remain focused on deepening connections with our members to deliver them the best experiences while supporting the long-term profitability of Ascott’s business,” Tan added.

Singapore – Brewing company Heineken has launched a beauty cream inspired by its Heineken Silver beer in collaboration with creative agency LePub Singapore.

Making its debut on April 1, the limited-edition Heineken ‘Smootheriser’ launch incorporates humour, drawing inspiration from the smooth Heineken Silver. From beer, Heineken is taking its crisp and smooth formula to a beauty cream.

With its playful strategy, Heineken is hopping onto cultural trends, leveraging consumers’ preferences to engage with brands in unconventional ways. It aims to spark curiosity and conversation amongst consumers.

Moreover, its launch in Asia is tapping into the rising popularity of skincare and self-care in the market to engage more audiences.

“The Heineken Smootheriser is not just about jumping on the latest trends. It’s about Heineken’s move to blend humour, innovation and cultural relevance to create a memorable crossover that gets people talking whether they’re into beer, skincare, or both. After all, when something is as smooth as Heineken Silver, why stop at beer?” Nabil Nasser, global head of the Heineken Brand, said.

Stephan Schwarz, executive creative director at LePub Singapore, commented, “Heineken Silver is so velvety that we just had to take it beyond the pint, bottling that sensation in the most unexpected way to create something you can actually touch and experience. Barley and hops never felt so good.”

Singapore – McDonald’s Singapore is promoting inclusivity through its islandwide ‘Buka Puasa’ breakfasts for underprivileged families from diverse cultures.

The event, held across McDonald’s restaurants in Singapore, brought together Muslim and non-Muslim families to forge cross-cultural connections amidst Ramadan. It also allowed individuals from different generations to bond, reflecting the importance of togetherness during Ramadan.

To host ‘Buka Puasa,’ McDonald’s Singapore teamed up with the Ministry of Social and Family Development’s ComLink+ initiative and Families for Life.

Families who participated received a specially curated Buka Puasa meal, which included McDonald’s Nasi Lemak Burger, Curry Chicken McNuggets, and Creamy Mushroom Double Cheeseburger.

The event also included a trivia session, allowing families to gain a deeper understanding of the tradition.

The event reinforces McDonald’s commitment to building a strong and united community through fostering inclusivity and meaningful experiences.

“By bringing families from different backgrounds and ethnicities together for the four Buka Puasa events, we’re heartened to do our part in fostering a strong sense of community and inclusivity. We’re honoured to continue our partnership with Families for Life and MSF’s ComLink+ initiative to bring joy and a memorable experience to our special guests,” Benjamin Boh, managing director of McDonald’s Singapore, said.

Singapore – Composite insurer Income Insurance has launched a drive-in comedy show for electric vehicle (EV) users in Singapore. The EV-only show aims to raise awareness of EV adoption.

The comedy show features Singaporean comedians Fadzri Rashid and Eugene Soh. Through a 70-minute stand-up comedy show, Rashid and Soh will address common misperceptions and concerns about EVs.

The move is part of Income Insurance’s effort to advance Singapore’s aim of 100% cleaner energy vehicles by 2040.

Income Insurance recently launched eDrivo, its car insurance tailored specifically for EVs. The eDrivo campaign also featured Rashid and Soh, poking fun at uninsured EV drivers.

Rashid, formerly known as Fakkah Fuzz, is known for his Netflix shows ‘Almost Banned’ and ‘Too Real.’ He recently released ‘So How?’ on YouTube.

Meanwhile, Soh has held performances worldwide, bringing authenticity and humour to the growing Singaporean comedy industry.

The comedy show was held at the Republic Boulevard Open Air Carpark on March 26 to 27, 2025. Income Insurance’s eDrivo customers with promo codes received a complimentary pass to the event.