SECRET LIVES SINGAPOREANSOF Issue #14 Week commencing 15 Aug 2022 Authored with pride by Timothy Tham, Natalie Goh, and Joseph Tay
OGILVY 3 Secret Lives of Singaporeans is an ongoing collection of marketer friendly briefs on the fascinating people of the little red dot, by planners and PR consultants from the big red agency. It’s not “thought leadership”, it’s “inspiration to DO”. Each issue comprises • One thing people in Singapore are talking about • One thing people in Singapore are searching for • One thing that’s in the news in Singapore Images from TODAY, Channel News Asia, The Straits Times.
4 RIDING THE NDP VIRAL WAVE One thing people in Singapore are talking about: Image Credits: Fever
Sources:
OGILVY 5 WHAT
SO WHAT TODAY, Mothership, TikTok @nicoleliel
Most notably, Nicole Liel (a TikTok influencer) made reference to HDB and Ya Kun Kaya Toast in her two minutes of fame on national broadcast. Ya Kun reached out to Nicole after the NDP broadcast and offered the former talent with Night Owl Cinematics 57 vouchers to Ya Kun. This offer led to many more days of “free” publicity for Ya Kun as Nicole kindly went on a quest to disseminate these vouchers to all corners of Singapore.
The Ya Kun brand quickly and successfully leveraged this opportunity. They agreed to give Nicole vouchers for various products, with seemingly no expectations from the influencer on specific returns or KPI. From this scenario, brands can clearly see the benefit of adopting an open (and fast!) communication channel with KOLs, with a flexible policy for such collaborations. This is important to enable brands to seize opportunities as they arise. The largest National Day Parade in three years since the pandemic led to many noteworthy moments going viral, from the “Hi Mom” performer, to the crying man during the national anthem.
6 EPL SEASON IS BACK! One thing people in Singapore are searching for: Image Credits: Fever
OGILVY 7
Image credits: Visit Singapore, This is Anfield
Sources: CNA, The Straits Times, Google Trends, Mothership
WHAT SO WHAT
The English Premier League (EPL) is back with a big bang and promises to be yet another exciting season! Just two weeks into the new season, Manchester United has lost their first two games for the first time since August 1992 while Liverpool’s big money summer signing Darwin Nunez was shown a straight red card on his home debut. Capping off a dramatic weekend was an intense heat-of-the-moment clash between Antonio Conte of Tottenham Hotspur and Thomas Tuchel of Chelsea. Week after week, the EPL continues to be a major topic amongst football fans, with conversations revolving around the top six clubs (Man U, Liverpool, Chelsea, Man City, Tottenham Hotspur, Arsenal). This is no surprise given their enormously huge and loyal fanbases in Singapore built around a strong, relatable club identity and camaraderie. For most football fans, watching the EPL has become a weekend routine. How can brands leverage on the love and loyalty that football fans have for their favourite club? In 2019, Springleaf Prata Place, offered four free kosong pratas to anyone who showed up in a Liverpool jersey after Liverpool won 4-0 against WithBarcelona.theEPL a hot topic amongst Singaporeans, both young and old, brands can find opportunities to capitalise on fans' loyalty and the EPL to boost brand awareness or drive traffic to their products and offerings. For example, brands can peg offers to the EPL results or create marketing stunts to leverage on fans' emotions after a big match (e.g. offering fans from a losing team discounted drinks that will cheer them up and (hopefully) earn the brand attention).
8 WHAT IS CONSIDERED DOXXING?: ONE MORE THING TO WATCH OUT FOR WHEN TRENDJACKING One thing in the news in Singapore: Image Credits: Instagram/Siriwipa Pansuk; Facebook/SG Road Vigilante
The notoriety of online vigilantes and internet trolls in such viral content also means marketers must be extra careful when dealing with such content to keep their brands and customers safe.
SO WHAT With an increasing number of brands turning to trendjacking, marketers should be increasingly careful not to meander into doxxing, especially when it comes to viral videos and memes.
Sources: Channel NewsAsia, Mothership.SG, Shin Min Daily News (SMDN), Netflix Image Credits: Facebook/SG Road Vigilante
1. The couple behind the multi-million-dollar Tradenation luxury goods scam allegedly ran "due to the pressure (they) faced during that point of time", "...facing a lot of death threats and pressure".
OGILVY 9
WHAT
2. The viral "car plate lady" who ripped off a licence plate off a car at Tuas Second Link was CSI ed by online vigilantes and had her family's names and places of employment/school published online. She received threatening messages and did not leave the house for two days. With the internet making it much easier to look for and share information about people, doxxing is becoming an increasingly serious Accordingissue.to lawyers: "Doxxing refers to the publishing of information that identifies an individual or someone related to them and is also meant to harass, threaten or incite violence against them. Doxxing can also be made out if there is knowledge or reasonable cause to believe that the information may facilitate violence". In the article, viral videos and memes were also discussed as potential doxxing "grey areas" in certain cases.
Hungry for more? Talk to us at secretlivessg@ogilvy.com
