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…
• 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
ONE THING PEOPLE ARE TALKING ABOUT:
The fitness industry has undergone a major transformation postCovid, with inclusivity taking centre stage. The writing is on the wall: Working out is for everyone - any age, any gender, and any body type.
Billed as “The Fitness Competition for Every Body”, Hyrox has burst onto the fitness scene in Singapore with much fanfare.
Fitness used to revolve around what our bodies look like – from bulging biceps to washboard abs.
But these days, consumers are reclaiming the fitness space by finding different workouts that work for their individual body types and interests.
• Brands have a larger potential catchment if they adopt the same inclusive mindset to which today’s consumers now subscribe
• Brands in the health space should align with preventive measures (e.g., exercising, eating well) as opposed to reactive measures (e.g., medication)
Image Credits: cottonbro studio, Unsplash
cottonbro studios, Pexels
“Well, look out. It is most likely a scam! �”
Despite numerous warnings by the respective authorities on the severity of online scams, the number of cases of online scams has hit a record high in 2023 in Singapore, with victims losing over $651.8 million – much of it to Hong Kong.
In response, the Singapore Police Force and Hong Kong Police Force have partnered for the first time to educate audiences on online scams through a video in English and Cantonese!
In the collaboration called "Honey Money”, the two police forces addressed an issue they have in common – the rampancy of online scams in both Singapore and Hong Kong. The social media post garnered praise for the meaningful cross-border collaboration.
From this alliance, brands can also take away the learnings of:
• The possibility of increasing your impact by collaborating with other brands with similar aspirations to yours
• Explore cross-collaboration despite language barriers provided the message is clear
There’s nothing like a limited edition drop to really drum up the hype. And in a country of foodies like Singapore, double that effect for popular American fast-food chains In-N-Out Burger and Chick-fil-A. Queues for the In-N-Out Burger popup started as early as 3.30am, and the burgers were sold out before the event’s official start time. A similar story unfolded for Chick-fil-A: all 600 tickets for the event, happening in June, were snapped up within 90 minutes.
• Brands should try to bring unique or hard-to-get experiences to audiences (e.g., In-N-Out is only available in the United States)
• Spacing out of such events will also get people excited to return for a repeat experience (Many event-goers had a taste of the In-N-Out pop-up back in 2019)
