If you're looking to expand your business in Singapore, then you came to the right place. The people of Singapore are known for their love of shopping—from the dazzling malls to the bustling wet markets, you can find just about anything your heart desires. And if you're looking for a bit of inspiration on marketing campaigns that have been successful in Singapore, then this blog post is just what you need!
Marketing and advertising in Singapore is just as advanced as its people are tech savvy. Marketing strategies in Singapore have adapted to new technologies like the internet, social media, search engines, and e-commerce platforms. This can also be seen on the Singapore market's online buying behavior. In 2022, Singaporeans have spent 6.16 billion US dollars on online purchases. They spend most on electronics, fashion, furniture, and personal care.
With this kind of purchasing behavior, brands have started launching their campaigns on the most popular social media apps like Facebook, TikTok, Instagram, and YouTube. Brands have also relied on influencer marketing to up their online presence and audience exposure. Offline marketing, though decreasing in relevance, is still used by brands through TVCs, billboards, radio commercials, and posters.
You might be wondering which of these strategies are the best. You'd have to see for yourself through these top 10 examples of marketing successes in Singapore. Take out your pens and get a few lessons from these campaigns.
Top 10 Marketing Campaigns in Singapore ⬇️
1. Meet Me Halfway - SK-II
A brand's understanding of its consumers' persona is one of the key points to ensure success. With its campaign “Meet Me Halfway” SK-II provides an excellent example on how to create successful campaigns by portraying and expressing the specific problems faced by their customers through personalized brand campaigns.
This short video campaign was about a single woman who felt hesitant to return home for Chinese New Year because of her family's nagging about her not finding a husband and starting a family of her own.
SK-II launched a mini-documentary, "Meet Me Halfway" to celebrate courageous women who have taken the first step, creating the understanding between parents and daughters on marriage pressure. SK-II persuaded three single women to speak freely and ask their parents to meet them halfway–both literally and figuratively.
2. Just For You - McDonald's
The localized Nasi Lemak campaign implemented by McDonald's are carved perpetually in the hearts and minds of Singaporeans. The new localized menu was themed after NS50 and the Singapore Food Festival in 2017. The new menu campaign featured a national serviceman giving a treat of the new localized products to his family with his first paycheck.
The genuine idea of the advertisement has made McDonald's won the Singaporeans' hearts. The winning appeal lies in the extraordinary twist on the age-old Nasi Lemak classic and the relevancy of Singaporean personalities displayed in the campaign video.
This campaign is creative and adaptable, and its across-the-board triumph can be seen in the repeated increasing demands from Singaporeans to bring back our “Nasi Lemak burger.”
3. Worth the Trip - Fairprice
The supermarket company launched a campaign that was embedded on the idea that “time spent grocery shopping is time well spent,” because it is an activity that is often done with family and friends amidst the emergence of online delivery platforms.
Fairprice's "Worth the Trip" campaign is an example of a brand that chose to immerse consumers into live experiences.
Nowadays, marketers are often encountering challenges when it comes to selecting which media platforms to focus on. However, this same challenge is an alternative for marketers to shift to an omnichannel approach for their marketing campaigns.
4. Yet Here I Am - Tiger Beer
Tiger Beer's "Yet Here I Am" campaign symbolized a resilient spirit, now more relevant than ever, shaping Tiger into a world-acclaimed iconic brand. Tiger reminded everyone to embrace a never-say-die attitude and turn difficulty into opportunity. Tiger realizes what it represents to seize opportunities confidently.
To celebrate Tiger's 88 years standing strong, the campaign told the story of Tiger, a brand born in Asia, a place where barley is hardly grown, at a time when people said it was impossible to brew a tropical lager that would refresh thirst. But against all odds and challenges, Tiger proved to everyone "Yet Here I Am."
For decades, Tiger has been uncovering new opportunities to get to the next level and make the impossible possible while defying the odds to create the ultimate brew, with a perfect balance between bold and refreshing.
5. We are sorry - Irvins Singapore
A dead lizard in a snack pouch! It was indeed a major PR nightmare for Irvins.
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
“Will you be his next victim?” is a commercial from Resort World Sentosa. The video was posted on YouTube and has garnered a lot of views and shares. “Will you be his next victim?” featured a serial killer who tries to lure his next victim into a derelict house.
Resorts World Sentosa brought its A-game by creating ads with visual experiences. Resorts World Sentosa kept viewers at the edge of their seats with a hair-raising preview of their signature event, Halloween Horror Nights.
The campaign gives an emotional connection to their customers, which eventually encourages them to want to go there more often. The customers also seem to feel included in the resort, unlike some other resorts which appear to be exclusive.
7. Sparks: The Trash Princess - DBS
Inspired by the true story of local social business, REmakeHub incorporated this relevant message of sustainability into their popular online series, DBS Sparks.
Leaning into personal stories, marketers establish connections with their audience by telling real-life, compelling, personal stories that speak to their brand purpose. Team DBS thought out-of-the-box as they supported a feisty young woman determined to make a lasting change in the trend-obsessed world of fashion. When her dream is given a deadline, can the bankers find a way to pull off the improbable? This was the question answered by these series.
Overall, the DBS Sparks spoke about helping ordinary people reach their dreams.
8. Chope King - Uber
"Chope" is the Singlish term that means reserved. In their 2017 campaign, Uber left huge tissue packets to chope or reserve a parking space in several spots in Singapore’s city center. The campaign was based on a common Singaporean practice which was using tissue packets to reserve spaces.
It was initially guessed off as a prank but turned out to be a message to promote reducing private car ownership to solve traffic congestion and the lack of parking spaces in Singapore. The message did not stop there. Uber gave the solution to these crises by initiating carpooling services.
The company then partnered with bloggers such as The Vigilante and Michelle Chong to post pictures of the parking space on social media to get more reach. Despite planning to be a funny prank, Uber stated it yearned to send a “clear message highlighting one of the biggest woes faced by Singapore’s drivers: limited parking spaces”.
9. Dull Face - Pond's
Pond's for Men skincare created a video campaign to promote their Bright Boost facial scrub. The campaign video, which was created in partnership with Ogilvy Singapore, was inspired to increase awareness on men's skincare.
It led to a surprising and quirky climax that utilizes the famous 80s hit "Don't You Forget About Me" to a hilarious effect. The campaign that ranked highly in creativity resonated with Singaporean audiences through clever localization methods and humor to deliver the intended message.
10. A World Without Telco Contracts - Circles Life
Circles Life is Singapore's first virtual network operator, and it had a significant challenge—a target market that did not understand their product. Taking a page out of Netflix and Uber's playbook, Circles Life decided to sell against the status quo. To sell disruption is one of the best ways for a new player in a highly competitive market to gain brand recognition and a customer base quickly. It was what Circles Life did with its "A World Without Telco Contracts" campaign.
The consistency of their messaging shortly earned the media’s attention, and with it, the attention of their target 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. If you're interested to know more about advertising and marketing in Singapore, check the AJ Marketing Blog.
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