Secret Lives of Singaporeans issue #39: $10 a day, F1 frenzy, MINDEF 1 - Messiah 0

SECRET LIVES OF SINGAPOREANS: $10 A DAY, F1 FRENZY, MINDEF 1

Issue #39 – Week commencing 18 September 2023

Authored by Mellita Angga and Ng Sian Jhi

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

• Spending only $10 a day on food and transport in Singapore – is it possible?

• One thing people in Singapore are searching for

• F1 frenzy in Singapore

• One thing that’s in the news in Singapore

• MINDEF debunking the ‘Messiah’

Image Credits:

One thing people in Singapore are talking about:

SPENDING ONLY $10 A DAY ON FOOD AND TRANSPORT IN SINGAPORE

– IS IT POSSIBLE?

Jonathan, a 27-year-old Malaysian, who is working in Singapore full-time, has put up a TikTok video documenting how he keeps his spending to under S$10 a day, which covers his meals and transport. The video, which has garnered more than 270K views on TikTok, has been receiving praises from Singaporeans for his discipline and perseverance, alongside a few criticisms on the extremes he takes to save costs.

With rising living costs as the topic of the town, many Singaporeans are looking to get more bang for their buck. Brands could align their messaging and offerings with the needs of these cost-conscious consumers:

• In times of uncertainties, help consumers maintain financial control – especially in the age of transparency and easier price comparison, such as how:

• Sainsbury in UK allows buyers to shop smarter with price tracking and personalised deals based on past purchases, or

• Fuel Kaki App in SG gives motorists real-time updates and push notifications on changes in fuel prices.

• Reframe the existing notion from thrifty = stingy/cheap, to thrifty = smart to validate the effort of and build affinity with cost-conscious consumers.

• When premiumising, everyday-essential brands could justify costing frugal spenders a little more by highlighting long-term benefits such as quality and durability.

One thing people in Singapore are searching for:

F1 FRENZY IN SINGAPORE

Image Credits: Motorsport Images

The F1 buzz was back in full force in 2023, with thousands braving the humidity at the F1 village and Padang to watch the race and a line-up of performances after the final lap.

MICE (meetings, incentives, conventions and exhibitions) events have also been a strong draw, with more than 28 held here over the week, including the Time100 Impact Awards, Forbes Global CEO Conference, Token2049 and the Milken Institute Asia Summit.

The attraction of the Singapore Grand Prix was best explained by 2009 F1 world champion Jenson Button, who told The Straits Times:

“(…) when the sun goes down, it is suddenly a party event. There are so many different places around the track around the city that really cater towards a fun weekend. There is so much action and excitement around the city. It is probably the best race you can come to.”

‘F1 Livestream’ as a keyword increased by 1,400%

Popular F1 keyword searches in the past 30 days:

• F1 road closure map

• F1 merchandise Singapore

• F1 weekend Singapore

• F1 merchandise Singapore

• Jackson Wang

• Robbie Williams

Source: Google Trends

As Singapore gets warmed up for more large - scale events such as Halloween, art weeks, major concerts and more, brands could explore opportunities to curate exclusive experiences surrounding the event, such as special events, streams, parties or dining deals.

Beyond that, to stand out among the sea of brands trendjacking the event, consider heightening the experience through affinity - building campaigns, such as how Cadbury made a 20m scarf from fans around the world for the Rugby World Cup, or Sprite in China hijacked yellow cards during the live streaming of World Cup to trigger consumption.

One thing that’s in the news in Singapore:

MINDEF DEBUNKING THE ‘MESSIAH’

Image Credit: Mothership

Earlier this month, infamous local convicted hacker – James Raj Arokiasamy who goes by the pseudonym ‘Messiah’ claimed on a local podcast episode that he had hacked into multiple government sectors including the Ministry of Defence (MINDEF).

James added that these government bodies had offered him a deal to cover up their cybersecurity blunder. He was previously jailed for four years and eight months in 2015 after pleading guilty to 39 offences. This involved at least 7 organisations such as PAP Community Foundation, Ang Mo Kio Town Council and City Harvest Church in 2013.

The podcast episode had made it to several social channels including TikTok, Spotify and Instagram

MINDEF had taken immediate action by refuting James’ claims as falsehood on their official site and social media pages as well as publishing a detailed article to debunk his statements.

Since then, TikTok had banned the video and the podcast show Plan B was also given a POFMA order over the episode.

MINDEF’s swift act on this matter avoided speculations and concerns from spectators. Brands that land in a similar situation of false accusation can learn by keeping vigilant and keeping their facts checked and affirmed so that faster actions can be taken in times of need.