Tag: Starcom Singapore

Indonesia – Starcom Indonesia, a media agency under Publicis Groupe, has announced its appointment as the media agency of record for BMW Group in 2024, joining its Starcom teams in China and Singapore that retained their media agency of record roles.

The Starcom teams will take the lead on strategic planning, media buying, and business transformation for all of BMW Group’s brands, including BMW and MINI, in their respective markets.

Working closely with the Singapore team, Starcom Indonesia’s data-driven pitch revolved around insights on the Next Gen customers and their understanding of the client’s brands and business. The media agency aimed to showcase their expertise in channel strategy, integrating physical and digital experiences throughout the purchase funnel.

Meanwhile, Starcom Singapore has also successfully extended its partnership with BMW Group for another five years. With this, the media agency will handle media planning and buying for the Group. Furthermore, the extended relationship also places emphasis on creating strategic synergies with Starcom Indonesia.

Since their initial collaboration in 2020, Starcom Singapore continues to deliver measurable business outcomes, gaining a competitive edge in the market with their digital-focused approach, such as utilising data signals to target and engage high-intent buyers.

The Singapore team has maintained a record for successfully converting leads into test drives and sales and optimising the return on investment for each media dollar.

Also retaining their partnership with BMW Group is Starcom China, which is currently taking the helm of all of BMW Group’s brands in the Chinese market, including BMW, MINI, Rolls-Royce, and BMW Motorrad.

Since its appointment as media agency of record in 2015, Starcom China has since been deeply involved in BMW Group’s consumer operation ecosystem, providing holistic solutions that drive sustainable growth for the Group. The agency has also introduced One BMW, a bespoke business unit with data and technology at its core to power integrated media strategy across all media channels, including e-commerce, for the Group. 

Starcom’s wins follow a regional media review by BMW Group that began early this year. The media agency’s performance underscores their value of synergistic capabilities across markets and compelling strategies that integrate media, data, technology, and consumer-centric solutions to drive sustainable business growth for their long-time and new clients.

Commenting on the business wins, Jane Lin-Baden, CEO of Publicis Groupe APAC, said, “We have partnered with BMW Group in the region for eight amazing years. We are honoured to be given their vote of confidence in China, Singapore, and now Indonesia. We believe that sharing a mutual goal of delivering impactful business results and delighting their customers is key to the partnership’s success. It is incredibly rewarding to have the opportunity to work with world-class brands like BMW Group, and we look forward to continuing the journey to greater successes for both organizations.”

A senior representative from BMW Group Asia also shared, “We are excited to continue our partnership with Starcom in Singapore. Their performance has been instrumental in our growth. They are a strong partner that supports us in delivering on our business outcomes while creating excellence in the premium automotive industry. Broadening this partnership to include Starcom Indonesia is a strategic step and a testament to our confidence in their expertise.”

“We anticipate their unique insights and comprehensive understanding of the Indonesian market will bring new dimensions to how we reach out to our customers and fans. Together with Starcom, we are committed to delivering exceptional customer experiences for BMW customers and are excited about achieving even greater successes across the region,” the senior representative added.

Singapore – The Ministry of Communications and Information (MCI) and Singapore Food Agency (SFA) have forged a partnership with Publicis Media’s Starcom Singapore and Publicis Play to launch ‘SG Farm Tycoon’ on Roblox.

Launched on Roblox, SG Farm Tycoon is an immersive and educational high-tech farming game that is designed to raise awareness about the issue of food security among young Singaporeans. It offers an entertaining twist on urban farming by allowing players to create high-tech vertical farms within a virtual Singapore on Roblox.

The game also encourages collaborative play and introduces different scenarios that pose challenges, such as disease outbreaks, climate change, and supply chain disruptions. Players can then leverage advanced farming technologies on their urban farms to overcome these challenges, thereby enhancing farm productivity, building resilience against climate impacts, and improving resource efficiency.

By employing a progressive learning model, players experience the thrill of digital gaming with educational elements, making them experience what goes into growing local produce and educating them about the challenges of farming to reinforce Singapore’s ‘30 by 30’ vision.

Additionally, the game also features SFA’s local produce mascots, such as ‘Caixinderella’, ‘Eggs Benedette C’, and ‘Seabasstian Water’, to bring a familiar and engaging touch to the gaming experience.

Starcom Singapore leveraged its strategic expertise to guide and align the awareness and engagement goals of MCI and SFA. Publicis Play, on the other hand, utilised their specialty in gaming communication platforms to conduct focused workshops aimed at developing a tailored strategy.

After a series of processes, the companies and organisations involved eventually selected Roblox’s tycoon game format as the ideal medium for SFA’s educational objectives.

By going beyond conventional educational methods, SG Farm Tycoon aims to offer an immersive learning experience that will reflect real agricultural innovations and modern farming technologies, offering young minds a deeper understanding of the role of ‘Growing Local’ in Singapore.

Since its release, the game has now amassed over 3,600 game sessions and more than 1,200 unique users. It also enjoys a 91% like ratio, which indicates a high level of player satisfaction and engagement.

Elaine Poh, managing director at Publicis Media Singapore, said, “Partnering with the Ministry of Communications and Information and Singapore Food Agency on SG Farm Tycoon marks a significant shift in our approach to advertising and communication.”

She added, “This project symbolises a new era in communication, where interactive and immersive experiences can create a two-way dialogue with the audience. It is a step forward in connecting, engaging, and educating, reflecting our evolution beyond conventional engagement methods.”