MAX MAEDER, BORING YEW TEE, AND SOAR FOR SG
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
ONE THING PEOPLE ARE SEARCHING FOR:
MAX MAEDER
WHAT PEOPLE ARE SEARCHING FOR:
MAX MAEDER
Kitefoiler Max Maeder made history as being the youngest in this sunny island of Singapore to bring back an Olympic medal. Being at a tender age of 17, he exudes maturity far beyond his years and has gain the respect of his competitors.
Despite much fanfare, there has been a lack of brands jumping in the hype to support or sponsor him.
SO WHAT:
This restraint might actually be a smart move. Jumping on the bandwagon too quickly could be seen as capitalizing on a national hero's fame, risking public backlash.
Brands need to be mindful of how they engage with emerging trends, considering the long-term implications of their actions.
ONE THING PEOPLE ARE TALKING ABOUT:
ONE THING PEOPLE ARE TALKING ABOUT YEW TEE BORING?
Food delivery service foodpanda recently launched a daring marketing campaign targeting Yew Tee, playfully labeled as the city’s most dull neighbourhood. To inject some excitement, foodpanda offered all 53,000 households in that area unlimited free deliveries and a complimentary onemonth pandapro subscription.
This unconventional move sparked significant online buzz, with many social media users questioning the focus on just one neighborhood. Votes for a wider campaign involving neighbourhoods like Simei and Sengkang emerged, highlighting a desire for a more inclusive approach. According to media monitoring firm Truescope, the campaign generated substantial public interest, reaching over two million people on social media.
SO WHAT:
• Brands can leverage bold and cheeky strategies to capture attention and ignite social media buzz. While there’s always a risk of negative backlash, taking such risks can elevate brand visibility and memorability.
• By tapping into local sentiment, brands can craft tailored campaigns that deeply resonate with specific demographics or locations, driving stronger engagement.
• Encouraging user participation, such as voting for a preferred location, can build a sense of community around the brand, fostering deeper connections.
ONE THING THAT'S IN THE NEWS:
SOAR FOR SG
WHAT PEOPLE ARE SEARCHING FOR: JETSTAR AND
Jetstar Asia’s brand sentiment has skyrocketed following the release of its "Soar for Singapore" campaign song. Collaborating with local content creator Scott Van Der Ven, and featuring lighthearted portrayals of local quirks and culture, the song quickly became a viral sensation, generating over 108 million potential impressions within just one day of its release.
Positive online feedback flooded in, with netizens praising the song’s authenticity and infectious energy. This overwhelming response highlights the success of Jetstar Asia’s strategy in connecting with its target audience on a cultural level.
SO WHAT:
• Brands can tap into local culture, humor, and pride to create a strong emotional connection with their audience. Genuine engagement with local nuances can make a campaign feel authentic and relatable.
• By collaborating with influential local creators, brands can significantly expand their campaign's reach and impact. Partnering with a wellregarded personality can also enhance the brand's image.
• To increase brand recall, brands can develop catchy songs with relatable lyrics and visually engaging music videos.
