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The 10 Most Successful Marketing Campaigns in Singapore

AJ Marketing - The 10 Most Successful Marketing Campaigns in Singapore

Hey there! If you're thinking about expanding your business in Singapore, then you're in for a treat! The locals here are absolute shopaholics, and you'll find everything from high-end malls to lively wet markets. Trust us, there's nothing you won't find in this city.

And let's talk about marketing for a sec. Singaporeans are not just tech-savvy but also marketing-savvy. The industry here has adapted to new technologies like the internet, social media, search engines, and e-commerce platforms. Speaking of e-commerce, did you know that 58.8% of Singaporean internet users from ages 16 to 64 purchase a product or service online per week? That's right! They're buying everything from groceries to second-hand items.

AJ Marketing - The 10 Most Successful Marketing Campaigns in Singapore - Overview of Consumer Goods ECommerce in Singapore 2022

Brands in Singapore are all over social media apps like Facebook, TikTok, Instagram, and YouTube. With Singaporeans spending so much on online purchases, it's no surprise that brands are trying to make the most of these platforms. And they're even partnering up with influencers to get their message across to a wider audience.

But that's not all! Traditional marketing methods like TV commercials, billboards, radio ads, and posters are still around, even if they're not as popular as they used to be.

So, which of these marketing strategies works best? That's a tough one to answer, but we've got some great examples of successful marketing campaigns in Singapore for you to check out. Grab a pen and paper, and let's dive in!

AJ Marketing - The 10 Most Successful Marketing Campaigns in Singapore - CONNECT

Top 10 Marketing Campaigns in Singapore ⬇️

1. Meet Me Halfway - SK-II

You know what's a key element to a brand's success? Understanding its consumers' persona! Take SK-II's "Meet Me Halfway" campaign, for example. They nailed it by tapping into their customers' specific problems and creating personalized brand campaigns.

The campaign was a short video about a single woman who was hesitant to return home for Chinese New Year because of her family's constant nagging about her being unmarried and not having started a family of her own. Can you relate?

Well, SK-II came to the rescue by launching a mini-documentary, "Meet Me Halfway," to celebrate courageous women who have taken the first step in creating an understanding between parents and daughters regarding the pressures of marriage. They even convinced three single women to speak freely and ask their parents to meet them halfway - both literally and figuratively. Talk about a game-changer!

2. Just For You - McDonald's

Let's talk about McDonald's "Nasi Lemak" campaign - it's safe to say that it's forever etched in the hearts and minds of Singaporeans. This new localized menu was launched in 2017, with a theme after NS50 and the Singapore Food Festival. And boy, did it hit the spot! The new menu campaign featured a national serviceman treating his family to the new localized products with his first paycheck.

The genuineness of the advertisement is what won Singaporeans over. McDonald's took an age-old classic like Nasi Lemak and put their own extraordinary twist on it, and the relevancy of Singaporean personalities displayed in the campaign video was spot-on.

This campaign was not only creative and adaptable, but it also led to repeated demands from Singaporeans to bring back the "Nasi Lemak burger." And who could blame them? It was delicious!

3. Worth the Trip - Fairprice

Have you ever heard of Fairprice's "Worth the Trip" campaign? It's based on the idea that "time spent grocery shopping is time well spent," which is such a refreshing take because nowadays, everything is online! But let's be real, grocery shopping can actually be a fun activity to do with family and friends.

Fairprice decided to take things a step further by immersing consumers into live experiences, and boy did it work!

Marketers these days are constantly facing challenges in selecting the right media platforms to focus on. But hey, why not take a different approach? This challenge can actually be seen as an opportunity for marketers to shift to an omnichannel approach for their marketing campaigns. It's all about adapting and finding new ways to reach your audience, am I right?

4. Yet Here I Am - Tiger Beer

Tiger Beer's "Yet Here I Am" campaign represents the resilient spirit that we all need, especially during these challenging times. This campaign has helped shape Tiger into a world-acclaimed iconic brand that symbolizes perseverance and positivity. It encourages everyone to embrace a never-say-die attitude and to turn obstacles into opportunities.

Tiger's success story of 88 years has been nothing short of remarkable. Born in Asia, at a time when people said it was impossible to brew a tropical lager that would quench thirst, Tiger has defied all odds and challenges to prove to everyone that they can achieve anything they set their minds to.

Through decades of innovation and experimentation, Tiger has continued to push the boundaries and defy expectations to create the perfect brew that is both bold and refreshing. So, if you're looking for inspiration to help you overcome challenges and achieve your goals, look no further than Tiger Beer's "Yet Here I Am" campaign.

5. We are sorry - Irvins Singapore

AJ Marketing - The 10 Most Successful Marketing Campaigns in Singapore - Irvin's SIngapore We Are Sorry after a PR Crisis

A lizard in your snack? Not the best surprise. And for Irvins, it was a PR nightmare!

A Facebook post was posted by a customer who discovered a dead lizard in a pack of Irvins salted egg fish skin. Thankfully, a well-crafted "We are sorry" campaign saved the famous snack brand from doom.

What has made the “We are sorry” campaign a win in our eyes is an apology which was issued by the brand's CEO, Irvin Gunawan, acknowledging the incident, promising to do better, and offering compensation to the affected customer. All are crafted to represent Irvins as a company that genuinely cares about its customers.

Not long after the content was posted on Irvin's Facebook page, it immediately received over 16,000 shares and 10,000 comments, many of which contained the words "sincere," "honest," and "responsible."

6. Will you be his next victim? - Resorts World Sentosa

Resorts World Sentosa's commercial "Will you be his next victim?" will give you chills! The spine-tingling video featuring a serial killer luring his next victim into a haunted house has taken the internet by storm.

Resorts World Sentosa's marketing strategy is brilliant as they used visual experiences to engage their audience. Their signature event, Halloween Horror Nights, promises to keep you on the edge of your seat.

What sets Resorts World Sentosa apart is how they connect with their customers on an emotional level, making them feel like a part of the resort's family. Unlike other resorts that may come across as exclusive, Resorts World Sentosa creates an inclusive environment that leaves a lasting impression on its visitors.

7. Sparks: The Trash Princess - DBS

REmakeHub's inspiring message of sustainability was beautifully weaved into the popular online series, DBS Sparks. The show touched on personal stories, building meaningful connections with their audience by telling genuine, inspiring stories that align with their brand purpose.

DBS Sparks took a unique approach by following the journey of a determined, passionate young woman who sought to revolutionize the fashion industry, which is typically driven by trends. With a deadline looming, the series captured the young woman's unwavering spirit and the bankers' support in bringing her vision to life.

The overarching message of DBS Sparks is centered around empowering individuals to achieve their aspirations, no matter how big or small. The show serves as a testament to DBS's commitment to helping ordinary people reach their dreams.

8. Chope King - Uber

AJ Marketing - The 10 Most Successful Marketing Campaigns in Singapore - Uber Singapore's Chope King Campaign

In Singapore, "chope" is the Singlish term for "reserved". In 2017, Uber took a playful approach to tackle the city's traffic congestion and limited parking spaces. They left giant tissue packets on parking spots across the city center, mimicking the common practice of using tissues to reserve seats. At first, people thought it was a prank, but it turned out to be a clever marketing campaign with a message.

Uber's campaign aimed to promote carpooling services as a solution to these transportation challenges. The company partnered with popular bloggers like The Vigilante and Michelle Chong to share pictures of the tissue packets on social media, amplifying their reach.

What made the campaign stand out was its ability to bring humor to a serious issue. Uber wanted to highlight one of the biggest woes faced by Singaporean drivers, and they did it in a creative and memorable way. They showed that even in a city as densely populated as Singapore, there are ways to make transportation more sustainable and efficient.

9. Dull Face - Pond's

Pond's for Men skincare shook up the skincare industry with their Bright Boost facial scrub and an unforgettable video campaign. Partnering with Ogilvy Singapore, the campaign aimed to break down the stigma around men's skincare and make it more approachable.

The video takes an unexpected turn, incorporating the iconic 80s hit "Don't You Forget About Me" in a humorous and clever way. The campaign struck a chord with Singaporean audiences by adding local flair and humor to the mix, making it memorable and effective in spreading the brand message.

10. A World Without Telco Contracts - Circles Life

Circles Life had a tough nut to crack: how to market a product that most of their target market didn't understand. But like trailblazing companies such as Uber and Netflix, Circles Life decided to challenge the norm. They boldly sold against the status quo, leveraging the power of disruption to quickly gain brand recognition and a loyal customer base. And that's how "A World Without Telco Contracts" was born.

The beauty of their campaign was its consistency, which quickly caught the media's attention and, in turn, the interest of their intended audience.


Singapore is home to thousands of businesses, thanks to its robust economy and rich consumer behavior. The people of Singapore are avid shoppers, which made the job of marketers both easy and challenging. Marketers needed to think out-of-the-box in order to stand out from the crowd. As a brand entering this valuable international market, it is your task to know what sells and what doesn't.

In the list above, we have given examples of the best and most successful marketing campaigns in Singapore. These campaigns have elements in them which Singaporeans really love, like inclusivity, cultural and local values, personalized brand messages, and relevant social issues.

We hope you took a lesson or two from these successful campaigns!

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