Tag: Southeast Asia

Singapore – Havas CX,  a customer experience network under Havas, has launched in Singapore, expanding its presence in Southeast Asia. 

Havas CX’s expansion in Singapore is set to combine the expertise of Think Design in user interface and experience with the tech and digital capabilities of Ekino.

As part of the launch, Think Design will be supported by Ekino in providing solutions for brands’ customer engagement. The initiative aims to deliver innovation through leveraging technology and creativity to deliver seamless brand experience.

Havas CX has a vast network globally, with hubs in London, Paris, New York, and Mumbai.

“Expanding our CX capabilities in Southeast Asia, with Singapore serving as the strategic hub, is a key part of our broader Converged growth strategy in the region,” Rana Barua, group chief executive officer of Havas India in Southeast and North Asia (Japan & South Korea), said.

“While we establish a robust UI/UX design capability through Think Design, in the coming months, we’ll be introducing more of Havas CX Network’s services into Southeast Asia — reinforcing our commitment to delivering transformative customer experiences in one of the world’s most dynamic digital economies,” Barua added.

David Shulman, global CEO of Havas CX Network, commented, “As brands seek to create deeper, more meaningful connections with their audiences, the need for seamless, integrated experiences has never been greater. By expanding our CX capabilities in Southeast Asia, starting with Singapore, we are reinforcing our dedication to customer-centric innovation throughout the region, providing solutions that resonate with audiences at every step of their digital journey.”

“We are excited to integrate our CX capabilities into the region, positioning Singapore as a leading hub for digital innovation to drive significant growth across the region,” Deepali Saini, CEO of Think Design, and Rowena Bhagchandani, CEO of BLKJ Havas, said.

Singapore – SHARP has launched its new AQUOS XLED with a campaign film centred around the message, “Switch to True Intelligence.” The campaign, created in partnership with The Crisp Group, highlights AQUOS as a pioneer in intelligent TVs, enhancing the viewer experience through real-time upscaling of video and audio, powered by the advanced X6 X-Revelation Processor.

The film captures the magic of how the human imagination is ignited by what we watch. Through light-hearted family moments, it mirrors playful adventures both on and off-screen, effortlessly weaving key product features into the imaginative journey.

Produced in partnership with Alt.VFX, the team employed virtual production to stitch together a complex set of visual narratives in an efficient and streamlined workflow. This approach-reduced production time and significantly minimised the project’s carbon footprint. 

Daisuke Hirasawa, Sharp’s TVS Global Products Planning Division Manager, said, “This new generation AI-super resolution TV was developed for optimum picture quality to elevate the consumer’s entertainment experience. The new mid-high-end 4K TV features a 120Hz Refresh Rate, eliminating motion blurriness and ensuring smoother visuals, ideal for gaming enthusiasts and movie buffs.”

He also added that the campaign will be rolled out across key markets in Southeast Asia and will strengthen SHARP’s presence in the mid-to-premium LED TV segment.

Meanwhile, Chris Gurney, founder and chief creative officer of The Crisp Group, explained, “We show how imagination transforms everyday moments, naturally blending playful family scenes with the product – this breaks away from the not-so-subtle, viewer jumping in or content jumping out of the screen traditionally used in the category.”

Gurney also explained to MARKETECH APAC that the film also shows it being relatable to common audiences, noting that as parents, they naturally put themselves and their kids into the story. 

“These familiar moments like our kids playing pretend, building cubby houses, or the Dad (us) cheering as he scores a goal, only to be stopped by a giant Kaiju foot—bring the story to life in a fun, relatable way. Instead of making the world come out of the TV, it reflects the world already happening in our living rooms, making it engaging for everyone” he explained.

It is also worth noting that the campaign–despite being centred around a technologically-advanced product–still finds its way into being relatable to the common consumer, ensuring that they focus more on the relatable features that improve their television watching experience.

“While televisions continue to get smarter, they are also now competing with multiple more intimate screens. So it’s paramount for us to reinforce its fundamental role in the household which is collective entertainment. This is what we decided to dramatize through our story,” Gurney further added.

Meanwhile, Shantanu Dasgupta, chief strategy officer at The Crisp Group also told MARKETECH APAC that the campaign is the embodiment of why agencies should always be able to properly understand the common human understanding of what matters to them–outside of the technicals of a certain product.

“Consumers are connecting with relatable authentic stories more than ever before. Hence contextualising the role of technology in real everyday moments lends to more compelling brand narratives as opposed to just listing down features and functions in a dry informative way,” he said.

Production for the film was made possible by T&DA, while SteelBridge Studio was in charge of the virtual production with Colin Renshaw as Director, with the post-production and VFX done by Alt.vfx. Meanwhile, the sound and music production was done by SoundsLikeButter, while the music composition was done by Wisteria Sound.

Singapore – Southeast Asian countries lead globally in Chinese app install share, with Indonesia (22%), the Philippines (21%), Malaysia and Thailand (both 19%), and Vietnam and Singapore (both 18%) ranking among the top markets, according to a study by Adjust and Sensor Tower.

The study revealed that SEA countries lead in most verticals for Chinese app installs, particularly in the utility category, with Vietnam (36%), Cambodia (33%), and Indonesia (30%) showing the highest shares.

For entertainment apps, Singapore leads globally in installs, holding a 49% share, followed by Pakistan at 36%. In gaming apps, the Philippines and Indonesia each hold a 19% install share, with Singapore close behind at 17%, all just trailing South Korea’s 21% lead. 

Meanwhile, Malaysia dominates social app installs at 80%, followed by Indonesia (65%), Vietnam (64%), and the Philippines (54%).

Across the APAC region, India and South Korea rank among the top 10 countries for Chinese app installs, each holding an 18% share.

According to the report, the top downloaded Chinese apps in SEA are TikTok (entertainment and social), DANA Dompet Digital Indonesia (finance), Garena Free Fire (gaming), Shopee (shopping), and SHAREit (utility), leading in popularity. For utility apps, Google One dominates revenue not only in Vietnam, Indonesia, and the Philippines but also in the US, UK, France, Germany, and Ireland.

Chinese shopping and finance apps continue to drive growth across Southeast Asia. The report shows that finance app installs in the region rose by 88% year-over-year (YoY) in Q3 2024, with sessions up 70% YoY. Shopping app installs saw a remarkable 184% YoY increase in Q3, despite an 18% decline in sessions. Social app installs grew by 27% YoY, alongside a 19% rise in sessions.

Furthermore, app-tracking transparency (ATT) opt-in rates are steadily rising across Southeast Asia, with overall rates increasing from 45% to 49%. Finance apps reached 53%, games 51%, and shopping apps rose notably from 33% to 44%, while social apps held steady at 44% and utility apps grew from 27% to 40%.

April Tayson, regional vice president for INSEAU at Adjust, said, “The rapid rise of Chinese apps worldwide underscores their influence in reshaping digital user experiences through gamification, artificial intelligence, and personalisation. Looking at how these apps have deeply integrated into our daily lives, Chinese apps’ momentum shows no signs of slowing down.”

The study shows strong adoption and engagement with finance and social apps across SEA, North America, and EMEA, highlighting growth opportunities for Chinese developers. Mobile-first platforms and rising smartphone use are driving this trend in SEA.

“These insights and data from our study will not only optimise marketers’ current strategies but also arm them with learnings from the success of Chinese apps in SEA to drive growth within their own digital offerings. The adoption patterns seen here are invaluable for marketers looking to gain valuable insights into user preferences and engagement habits,” Tayson added. 

When it comes to hyperlocalised advertising for consumers, retail media networks (RMNs) are one of those channels that many marketers are slowly adopting as part of their marketing strategies to target consumers who already have the buying mindset. 

Unlike other forms of digital advertising–such as social media marketing–retail media ads are shown to people right when they’re ready to buy. And brands love this because it means they’re reaching people who are already in a buying mindset.

Now, for brands and advertisers, RMNs are becoming a must-have, not just a nice-to-have. They’re investing a lot into them because they get access to super-targeted audiences without having to rely on third-party cookies or worry about data privacy issues. The question is: how can marketers in Southeast Asia make the most out of RMNs for their marketing strategies?

In our latest What’s NEXT in Marketing interview, we recently sat down with Ken Mandel, regional managing director and head of GrabAds and enterprise at Grab to discuss the unique capabilities of RMNs and what benefits of using them are critical to success in today’s complex digital advertising landscape. 

Increased usage of rich first-party data

For Ken, the rise of RMNs in Southeast Asia is a strategic response to evolving consumer expectations and industry challenges by brands and advertisers. Moreover, the industry increasingly recognise RMNs’ unique capabilities, which offer several benefits critical to success in today’s complex digital advertising landscape–including its rich first-party data.

“With consumers today becoming increasingly data privacy-conscious, the limitations of traditional digital advertising channels like Search and Social are becoming increasingly apparent regarding data. RMNs offer a paradigm shift by leveraging rich first-party data obtained directly from user interactions within the platform ecosystem,” he said.

Another key capability for RMNs is measurement, and is especially relevant for marketers amidst a continued trend of shrinking ad budgets. 

“RMNs can ‘close the loop’ from consumers viewing an ad to a potential sales conversion, giving brands the ability to measure the precise impact of an ad campaign. In comparison, measuring returns on ad spend on other channels like social networks or influencer campaigns, can be inaccurate, because they occur in different contexts and across different platforms. 

With these capabilities in mind, Ken notes that these capabilities are especially important in Southeast Asia where consumers prioritise seamless, convenient shopping experiences. Citing their recent research alongside Kantar, he notes that around 61% of Southeast Asians surveyed said it was very important to have products or services that can anticipate their needs, higher than the global figure (52%). 

As such, RMNs are well-positioned to continue growing in adoption and prominence in the region in the next few years.

“With first-party data and the ability to ‘close the loop’, RMNs can help brands and advertisers serve products and services with precision in the right context and time, delivering effective campaigns that are also measurable,” he added.

Continued traction despite being nascent

One of the biggest factors contributing to the success of RMNs in Southeast Asia is the region’s digitally-savvy population primed for speed and convenience. With smartphones as their primary device, consumers seek quick, streamlined shopping experiences that can promptly deliver products right into their hands.

Citing their study with Kantar once again, he notes that 2 in 3 Southeast Asians prioritise having on-demand access to products and services, in which superapp RMNs in particular are able to deliver through an integrated ecosystem of services covering all purchasing stages – from discovery right through to last-mile delivery.

Another factor contributing to RMN success in SEA is shopping being transformed into a hybrid experience, noting that around 79% of surveyed Southeast Asians utilised online and offline retail channels simultaneously.

“This is where superapp RMNs in particular shine – whether through digital in-app promotions or out-of-home assets like product sampling or car fleet wraps – superapp RMNs allow brands to design creative full-funnel campaigns that combine online and offline touchpoints across the consumer’s entire buying journey,” Ken explained.

RMNs–despite significantly gaining traction in Southeast Asia–remain a relatively nascent domain that advertisers are still experimenting with. Nonetheless, Ken explains that year-on-year growth in total RMN ad spend in the region is forecasted to increase from 8% in 2024 to 11% in 2030, a widespread shift towards precision, relevance, effectiveness, and consumer-centric strategies in digital advertising.

“This will bring forth more data-driven campaigns that will not only arm brands with the ability to reach the right audience at the right time, but also unlock infinite possibilities for omnichannel consumer engagement throughout their daily lives,” he said.

Ken also added that looking ahead, he believes that retail is just the start, and that the industry is already seeing vertical media networks emerging across many sectors, including travel, hospitality, and health and wellness. 

“No matter the vertical, capitalising on this vital channel ultimately requires brands to focus on consumer-centric media strategies and choose the right partners equipped with essential RMN capabilities – first-party data, a substantial audience, and the ability to ‘close the loop’ – to create high-impact campaigns that make the best of RMNs,” he noted.

RMN strategy means going full-funnel

To make the most of their RMN investments, Ken advises brands to be timely and relevant on said investments by leveraging insights from the rich first-party data obtained directly from user interactions within the platform ecosystem. Said invaluable data enables brands to deliver highly targeted and personalised advertising experiences that resonate with audiences at critical moments.

“Beyond elevating the relevance of the brand’s product or service, this will also position the brand more favourably as functional, amplifying the campaign’s impact on long-term brand building,” Ken stated.

He also added that brands should go full-funnel with their RMN strategy, meaning brands should harness the omnichannel nature of RMNs to extend their reach beyond digital, opening up new opportunities for broader reach through enhanced targeting capabilities and diverse ad formats.

“This also augments measurement, where the online-to-offline ecosystem of RMNs allows brands to capture more comprehensive metrics across the ecosystem – whether that’s ad clicks, product samples received or purchases in-store – for better campaign optimisation,” he said.

While all of the aforementioned strategies revolve around the technicalities of implementing RMNs, Ken also stresses the importance of creativity, which also plays a crucial role in helping brands stand out in a crowded advertising landscape. For him, in order to surprise and delight consumers, brands have to craft unique, immersive experiences that surpass communicating brand messages on a screen.

A sample of this is GrabAds’ work with Wonda Coffee which transformed consumers’ car rides into complete sensorial experiences. The campaign featured 3D coffee cans atop the Grab cars, passengers were greeted by the Wonda jingle and the aroma of roasted coffee beans within the cars, while an in-car QR code offered a free can of coffee for sampling. 

“RMNs offer a multitude of ad formats, allowing marketers to seamlessly blend online and offline spaces into a unique experience – which is critical for awareness and discovery campaigns to be successful,” Ken stated.

While keeping in mind all of these strategies, he also shares that no two markets are identical when determining the success and effectiveness of RMNs, as unique local contexts play a crucial role in shaping each market’s distinct needs. While the region presents ripe opportunities for RMN players, it is worth noting that not all RMNs are created equal, nor present the right fit for every occasion. 

With that in mind, marketers have to consider each platform’s users and whether they align with their brand’s target audience segments.

“Superapp RMNs are ideal for brands seeking full-funnel solutions to reach consumers across their buying journey from discovery to purchase, while social media RMNs are often better suited for awareness campaigns due to their reliance on user-generated content.” Ken further explains.

RMNs’ impact in performance marketing

When asked about the importance and impact in performance marketing, Ken notes that RMNs have mostly been known for their strength in ‘performance marketing’—basically, they are great at driving conversions and getting people to buy right away. But the reality is that RMNs have evolved beyond just being a last-step push.

“Although RMNs are often recognised as a performance channel, they are in fact a full-funnel solution that offers valuable opportunities across every stage, from brand building and discovery at the top to conversion at the bottom of the funnel,” he said.

An example of this in motion was during GrabAds’ work with fast-food chain Lotteria in Vietnam, which delivered a 9.3x increase in sales for every dollar spent and brought in over 8,000 new customers. In the campaign, by targeting new and existing customers across every stage of the purchase journey with a mix of video, banner, search, in-transit and other ad formats, the campaign drove a 13% uplift in ad recall and 8% uplift in purchase intent.

“This shows that RMNs can achieve dual objectives of brand building and performance within a single campaign,” he said.

In order to unlock the power of full-funnel in RMNs, Ken suggest brands to ask themselves the following questions:

  • How is your brand leveraging the diverse online and offline ad formats in creative strategies to better drive brand messaging traction?
  • How is your brand tapping into real-world transaction data to identify the right consumer segments to reach?
  • How is your brand using the online and offline metrics tracked by the RMN platform to create a unified measurement plan that allows you to discern return on investment from campaigns?

“These questions, once answered, will help brands deliver greater impact across the funnel with campaigns that go beyond just performance,” he stated.

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As big retailers and superapps find themselves sitting on a mountain of data, a majority of them are now using it to help brands get in front of people right when it matters most. With that, the impact RMNs are having is huge, and they’re only becoming more essential for brands that want to connect with shoppers in a smarter, more direct way. Retail media isn’t just a trend; it’s becoming a core part of how we shop and how brands reach us.

Kuala Lumpur, Malaysia – Retail brand KKV has announced that as part of its long-term vision, KKV plans to expand to 10 stores in Malaysia by the end of 2024 and introduce its sister brands THE COLORIST and X11 to the local market, aiming to reach 200 stores across Southeast Asia within the next three years.

This update follows the recent launch of its first global flagship store in Kuala Lumpur on January 30 this year. They have now also strengthened its market presence with the additional stores in key cities, including Kuala Lumpur, Penang, Malacca, and Johor Bahru. 

This strategic expansion showcases KKV’s rapid scalability and deep understanding of local consumer needs, reinforcing the brand’s confidence in the Malaysian market.

Rojen Wu, international project operation leader of KKV, said, “KKV’s expansion in Malaysia is not just about opening new stores. It’s about bringing innovative design, superior shopping experience and diverse products to local consumers, making KKV a trend leader in diverse lifestyles.”

KKV’s approach goes beyond traditional retail by introducing 100 lifestyles to consumers through its extensive collection of over 20,000 SKUs, including trendy toys, foods, daily necessities, stationery, home furnishing, clothing & accessories, skincare, makeup and beauty tools. Thanks to the brand’s wide range of products, it is true for many of its customers that no one can leave without nothing. In addition to its unique product offerings, KKV employs a self-developed retail system that enhances internal efficiency, outperforming traditional retail companies. 

The brand also incorporates a variety of design elements within its stores, creating distinct, immersive spaces that make customers feel as if they are stepping into real-life scenarios. This blend of aesthetics and technology sets KKV apart in the market, while its “100 lifestyles” philosophy underscores the brand’s commitment to offering more products, better designs, and enhanced shopping experiences.

“KKV’s journey in Malaysia is a testament to the brand’s belief in the potential of the market and its dedication to building lasting connections with local consumers. As KKV continues to grow, it remains committed to its mission of enhancing consumers’ everyday life through trend-setting, high-quality products and an immersive shopping experience,” the company said in a press statement.

Singapore – Breast Cancer Foundation (BCF) has launched a new campaign with DDB Group Singapore, encouraging women to undergo breast cancer screening.

The campaign titled ‘Voices for Ibu’ features a rendition of P. Ramlee’s ‘Ibu,’ using it as an anthem against breast cancer. Its lyrics have been reworked to highlight the importance of early detection and self-care among women.

The performance was unveiled during the 16th Pink Ribbon Walk in October to commemorate Breast Cancer Awareness Month. The tribute was performed by celebrities, survivors, caregivers, and community members.

As part of the initiative, BCF also launched a microsite that features the performance along with information on affordable screening through the Community Mammobus Program. Personal stories of people affected by cancer have also been incorporated in the campaign.

Alisandra Khairuddin, a breast cancer survivor who lost her mother the disease, said, “If you have people that love, care, and rely on you, do you want them to go through life not having you around?”

“Even though mammograms are scary at first, it’s even more scary to find out too late,” Hannah Alkaff, who also lost her mother to breast cancer, said.

Meanwhile, BCF also relaunched its digital hub, providing resources for breast cancer patients and caregivers.

Adeline Kow, general manager of BCF, said, “Early detection can rewrite the story for many families. We hope this video will resonate and motivate viewers to prioritise their health by getting mammograms.”

Singapore – English football league Premier League has collaborated with telecommunications company StarHub for a campaign to combat illegal streaming in Singapore.

The ‘Boot Out Piracy’ campaign aims to address the risks of illegal streaming on unauthorised channels amidst this Premier League season’s run.

To highlight the dangers of piracy, the campaign features football players Alisson Becker, Alejandro Garnacho, Jean-Philippe Mateta, Hwang Hee-chan, and Bukayo Saka to speak to fans.

StarHub is the Premier League’s exclusive broadcaster in Singapore, which entails a significant role in promoting the campaign.

Recently, a study by cybersecurity expert Professor Paul Watters revealed that 65.6% of advertisements on unauthorised streaming platforms are high-risk, which may lead to malware or scams.

To further protect the intellectual property rights of broadcasters, the Premier League is conducting efforts to identify and block access to illegal streaming websites. Additionally, it is working with local law enforcement to track illegal streaming services and the people behind it.

The ‘Boot Out Piracy’ campaign is set to roll out in broadcast channels and social media platforms across Hong Kong, Indonesia, Malaysia, Singapore, Thailand and Vietnam.

Kevin Plumb, Premier League general counsel, commented, “We know how passionate our fans are in Singapore and across Asia, staying up late to follow the latest Premier League action. We also know the risks and dangers of watching matches through illegal streams and want supporters to enjoy Premier League content in the best quality and safest way through authorised sources.”

“As well as promoting important messaging, we are working harder than ever with Singapore’s law enforcement authorities and our partners at StarHub to enforce legal measures and take action against piracy. This includes collaborating with StarHub to identify and shut down piracy syndicates and working together with local authorities to address the distribution of illegal streaming devices. We encourage fans to protect their online safety and to enjoy Premier League matches via authorised platforms, which will provide the best viewing experience,” Plumb added.

“The research findings underscore the urgent need for online users to stay vigilant and avoid platforms that stream pirated content. Users may be under the impression that these sites are harmless, but cybercriminals are always planning to launch cyberattacks such as data breaches, ransomware and malware, putting users at significant risks. The Premier League’s Boot Out Piracy campaign helps make these risks clear to fans in Singapore,” Watters said.

“As the Home of Sports, StarHub is dedicated to providing fans with the best possible viewing experience. We firmly believe in the importance of protecting our content from piracy. Piracy undermines our industry and threatens the future of sports content. By prioritising content protection, we ensure that fans can enjoy their favourite sport in a safe, secure environment,” Johan Buse, chief of consumer business group at StarHub, said.

“StarHub is proud to support Premier League’s ‘Boot Out Piracy’ campaign, and we are committed to fostering a vibrant sports community where every moment is valued and celebrated. Together, we urge fans to enjoy the game through legitimate channels, safeguarding the future of football for everyone,” Buse added.

Singapore – Effective 1 November, Leverate Group will take over creative and social media management scope for Southeast Asia, as well as spearheading the end-of-year festive campaign for Häagen-Dazs. 

Leverate Group, with its headquarter in Jakarta, Indonesia, has been tasked to lead social media strategy and creative development for Häagen-Dazs in 3 key markets: Singapore, Thailand and Malaysia. 

“Social media is an important communication channel for Häagen-Dazs to reach our target audiences and what Leverate team has brought to the table shows their deep understanding of the channels which will help us drive further engagements with them” said Tya Close, head of marketing of SEA at General Mills. 

On top of the social media scope, Leverate Group will also develop 2024’s festive campaign strategy and creative development, through an omnichannel approach. 

“We are very excited and honoured to be able to work with one of the legendary brands for this region. Häagen-Dazs is known for its relentless pursuit and dedication to making the best ice cream for their fans, therefore we will put our best efforts into bringing those brand experiences to  life in a refreshing and innovative way,” said Monica Hynds, MD of Leverate Group, Singapore. 

Singapore – Samsung TV Plus, Samsung’s free ad-supported streaming TV (FAST) service which delivers free and instant access to a wide range of live TV channels across entertainment, news, movies and more, launches in three markets across Southeast Asia. 

With this, Samsung is the first Original Equipment Manufacturer (OEM) to launch a FAST service in the region. Samsung TV Plus is now available on millions of Samsung Smart TVs across Singapore, the Philippines, and from late November in Thailand.

Samsung TV Plus will have over 20 curated global live TV channels this year, offering a diverse range of bingeable shows, including MythBusters, Survivor and Don’t Tell The Bride. Fan-favourites, Deal or No Deal, River Monsters, Red Bull TV and Come Dine With Me will also be available, as well as major global news channel, Euronews. 

Among the content partners are Banijay Entertainment, ITV Studios, and Tap Digital Media Ventures providing a variety of global and local channels.

The upcoming roll-out of Samsung TV Plus comes just 12 months after native advertising solutions were integrated into the Samsung Smart TV experience, capturing the attention from the moment audiences turn on their TV. Advertisers will now be able to combine native and in-stream video adverts for the first time, creating even more brand-safe opportunities.

Ed Love, head of Samsung TV Plus Southeast Asia and Oceania (SEAO) said, “Across Southeast Asia, the appetite for ad-supported TV is soaring, with TV viewing time doubling in the last 12 months across APAC. Now is the right time to carve our own path within the region’s thriving ad-supported market by delivering hugely popular global and local content that provides something for everyone, for free.”

Meanwhile, Alex Spurzem, managing director of Samsung Ads Southeast Asia and Oceania (SEAO), commented, “The success of Samsung TV Plus around the world has enabled us to build a robust blueprint for Southeast Asia. We’re dedicated to offering viewers and advertisers more premium content, completely free on the big screen, all at the unmatched scale only Samsung can deliver.”

Singapore – VivoCity, a lifestyle destination in Singapore, has revealed its refreshed brand look that embodies its contemporary energy. The brand refresh was made in collaboration with the branding agency Anak.

The new brand look aims to reflect how VivoCity is more than just a mall, but a retail and lifestyle destination that adapts to dynamic consumer needs and preferences.

Featuring vibrant colours and imagery, the new visuals highlight people in various experiences, reflecting authenticity. Meanwhile, its typography uses both serif and sans-serif fonts, leveraging the contrasting elements to eliminate monotony. 

VivoCity’s new brand look has been incorporated across its existing programmes, including the VivoRewards loyalty programme and the VivoCity Kids Club.

The VivoRewards Loyalty Programme has been upgraded to enhance its value on a refreshed app. The platform provides a better interface along with new features such as instant points crediting, instant payment offset, and e-vouchers. The loyalty programme also has a new membership tier for additional perks.

Additionally, the VivoCity Kids Club, a membership programme for children aged 3 to 12, also has a new logo. 

“Our brand reflects VivoCity’s evolution from a traditional shopping mall into a vibrant destination where memories are created, moments are celebrated and diverse communities come together. As we look to the future, we envision VivoCity not just as a mall, but a world for all, where inclusive, immersive and exciting experiences await every visitor,” Gwen Au, vice president for marketing communications at MPACT Property Management Pte. Ltd, said.

“Our objective was to create visually compelling communications that not only capture attention but resonate deeply with our audience across all demographics and in their many roles and persona. While we take pride in VivoCity’s rich history, we are constantly evolving, offering shoppers a blend of familiar comforts and exciting new experiences. This evolution is reflected in our new brand visuals which are vibrant, stylish, and personable, capturing moments of joy and excitement that connect meaningfully with our audience,” Au added.

Lee Hanyi, creative partner at Anak, commented, “We realise that Singaporeans expect more from malls than just shopping and as Singapore’s largest mall, VivoCity promises just that. It’s not just a place to buy things, but a gateway to experiences big and small. With a breathtaking waterfront, its massive play area and more dining options than you can count, each visit to VivoCity is like stepping into a world of endless possibilities. Whatever your mood or taste, there’s always something surprising or delicious waiting by the water.”

“To showcase VivoCity as an immersive world of experiences with something for everyone, we created the brand platform: ‘A World For All’ which is anchored by a new graphic device – the Vivo wave. Inspired by the mall’s iconic waterfront location, the Vivo wave is made of vibrant threads coming together in a dynamic arc. Its many threads and folds reflect the many dimensions, experiences, sights and flavours that come together, only at VivoCity,” Hanyi said.