NEWS
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Millennials take to online Recent research by PayPal showed that 80% of Millennials (between ages 18 to 34) in Singapore have shopped online in the past 12 months, out of which 69% have done cross-border online shopping. When shopping online, Singaporean Millennials focus on experiences that reflect their passions and interests. This is illustrated in their spending power on intangible goods such as entertainment, travel and event tickets. A local feel The Ministry of Communications and Information collaborated with Royston Tan and Tribal Worldwide Singapore for the local director’s latest telemovie, The Provision Shop. Aired on 17 July 2016, it explored the theme of social adjustment and the initial discomfort, latent angst and eventual joys of embracing diversity in a multicultural Singapore. The main cast included actors such as Marcus Chin, Brandon Wong and Cui Yang.
A billion reasons to be happy BillionBricks launched a video showcasing its extreme weather tents called winterHYDE, which are easy to put together and made to protect users from harsh winters. The company, which worked with Happy Marketer for its digital strategy, received a pleasant surprise when Hollywood celebrity Ashton Kutcher shared the video on Facebook which made it go viral. Kutcher’s post has amassed more than 3.5 million views to date. 6 M A R K ET I N G SEP T EMB ER 201 6
CapitaLand makes its move CapitaLand was quick to roll out #PokemonSTAR following the launch of Pokémon Go to cheer on Pokémon trainers. From 6 to 10 August, members of Capitastar, CapitaLand’s multimall, multi-store cashless rewards programme, were rewarded with over two million STAR$ through its snap-and-reward Instagram activity. Participants could win daily STAR$ rewards from two bonus stages – the #PokemonSTAR of the day challenge and the #CatchEmAllAtCapitaLandMalls grand bonus.
Olympic gold for Mediacorp In a sudden turn of events, Mediacorp announced an 11th hour deal with Olympic Games rights holder Dentsu to broadcast live the Rio 2016 Olympic Games daily from 6 August to 22 August. This followed a furor over earlier announcements it would only provide a raft of programmes featuring daily highlights, delayed telecast of selected events and coverage of the opening and closing ceremonies.
Leaving boring behind Hotel Jen rolled out a “Leave Boring Behind” campaign to encourage travellers to seize the day, meet the locals and explore the city during their stay at one of the 10 Hotel Jen properties in Asia Pacific. The packages include a specially chosen activity to entice jet-setters to delve deeper into a destination. Key markets for the campaign include Malaysia, Singapore, Maldives, Australia, China and Hong Kong.
Skye high Singapore Airlines awarded its social media businesses to Beijing-based Skye Media following a multi-agency pitch. Skye Media, a social media agency focusing on the Mainland China market, will be tasked with handling full-service social media duties for the Singapore Airlines and SilkAir brands, including strategic, planning, daily content publishing, campaign management and daily monitoring duties across social media platforms in China.
Growing push Changi Airport Group appointed Growmint as its digital creative agency of record to strengthen its marketing efforts in Indonesia. The account covers developing Changi Airport’s marketing strategies in Indonesia and maximising its business performance. Growmint’s creative director Aldy Dewandhana said he believes its creative ideas will help expand awareness of Changi Airport in Indonesia, and to focus on maximising the performance of the company’s business.
A textbook partnership Qoo10 appointed Text100 as its public relations agency. Qoo10’s parent company is Giosis Singapore, a joint venture company formed with eBay. With this, Text100 will have to raise Qoo10’s profile across its wide range of demographics, especially Millennials. Jacob Yu, brand manager of SEA BD (unit) at Giosis Singapore, said it was impressed with Text100’s industry knowledge and contacts, especially with its B2C and B2B PR experience.
Govt takes to the arts The National Gallery Singapore appointed Govt Singapore as its creative agency. The first major exhibition Govt will embark on will be the Iskandar Jalil: Kembara Tanah Liat (Clay Travels), which will open on 1 September. The gallery previously worked with M&C Saatchi to launch its first nationwide campaign – “My Masterpiece” – in the lead-up to its official opening in late 2015.
New adventures Singapore’s lifestyle and social dating platform Paktor raised US$10 million in its latest funding round. The fund will be used to fuel its expansion plans into North Asia markets and to strengthen its Southeast Asia position. This includes boosting the sales and marketing efforts in Indonesia. It will also invest in online to offline services in its seven markets: Singapore, Malaysia, Indonesia, Vietnam, Thailand, Taiwan and Korea.
New sports format WPP’s branding and design agency Brand Union Singapore (BUS) partnered with the International Table Tennis Federation to develop a new format for the sport. BUS will have to mastermind a completely fresh take on table tennis, including creating an overall brand experience to drive youth participation. The new format, Table Tennis X, was announced on the opening day of the Rio 2016 Summer Olympics. WWW. MARK E TING-IN TE RAC TI VE . C OM