Asia

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Burger King: Flamin' Things Up in Singapore

Case Study • Vanessa Tan, Mark Haycock, WARC Media Awards, Shortlisted, Best Use of Data, 2020

QSR brand Burger King used a data-driven content strategy to stay ahead of its rivals and re-engage customers in Singapore.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

Loyalty programmes play central role in Singapore consumer considerations

News • 18 November 2020

Loyalty programmes have become central in the bid to attract and retain Singapore’s customers in both the immediate and longer-term, according to a new report by payments software firm FIS.

HSBC: Reclaiming leadership, one touchpoint at a time

Case Study • ShiQi Lee, Mark Haycock, Adrian Adshade, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Commercial bank HSBC CMB Singapore created customised messaging and content to grow its share of the SME market and change its focus to online acquisition.

Online video consumption reaches eight hours a week

Data • Rob Clapp, WARC Data Points, November 2020

An overview of online and broadcast video consumption across 10 markets.

COVID-19 responsible for 36% of digital consumers in Southeast Asia

Data • Rob Clapp, WARC Data Points, November 2020

An overview of digital consumers in Southeast Asia during the coronavirus (COVID-19) outbreak.

Singapore’s CTV owners open to ad-supported services as part of cost-cutting plans

News • 05 November 2020

Almost 43% of Singapore consumers have tried a new ad-supported streaming service since the outbreak of the COVID-19 pandemic and of those, 81% say they will continue to do so, according to a study by Unruly.

60% of mobile gamers are moderate players

Data • Rob Clapp, WARC Data Points, November 2020

An overview of gaming audiences across 24 markets.

Bosch: New Beginnings

Case Study • SABRE Awards, APAC In2, 2020

Bosch, a home appliances brand, promoted its brand in Singapore against the challenging backdrop of the COVID-19 pandemic.

Manulife Singapore: Museum of Claims

Case Study • SABRE Awards, APAC, South-East Asia, Gold, 2020

Manulife Singapore, an insurance brand, launched its campaign Museum of Claims in Singapore to spark conversations about insurance and promote the brand.

Gilead Sciences: Gilead Step Up Challenge

Case Study • SABRE Awards, APAC, Employee Communications, Gold, 2020

Gilead Sciences, a biopharmaceutical company, launched its internal employee engagement and communications campaign Gilead Step Up Challenge in East Asia.

SGInnovate: Innovation with Deep Impact - Building a community of deep tech daredevils for our future world

Case Study • SABRE Awards, APAC, Multi-Country, Gold, 2020

SGInnovate, a government-owned brand that helps scientists build Deep Tech startups, created an Insight series that examines the most current Deep Tech topics to promote its brand among innovators in Singapore.

Singapore Retailers Association: GSS - Experience Singapore

Case Study • SABRE Awards, APAC, Retailers, Gold, 2020

The Great Singapore Sale (GSS), Singapore's longest running sale, launched a rebranding to encourage more shoppers to visit its event through pre-launch events and tailored publication pitches.

Tik Tok: Making Every Second Count

Case Study • SABRE Awards, APAC, Regional, Gold, 2020

TikTok, a video-sharing social networking service, increased downloads and penetration in Singapore by creating a programme that showcased the growing appeal of TikTok.

Manulife Singapore: Stop the Drama

Case Study • SABRE Awards, APAC, Public Education, Gold, 2020

Manulife Singapore, an insurance brand, launched its campaign Stop the Drama to raise awareness of heart attack symptoms.

TD Ameritrade: Leading the next generation of US stock trading

Case Study • SABRE Awards, APAC, Corporate Media Relations, Gold, 2020

TD Ameritrade, a financial services company, reinforced its presence in Hong Kong and Singapore by creating client and media engagement programmes.

Certis: Our response to COVID-19 in Singapore

Case Study • SABRE Awards, APAC, Crisis Management, Gold, 2020

Certis, a security brand, responded swiftly and effectively to developments in the COVID-19 situation in Singapore.

Singaporeans took 23 days to hit ‘tripping point’ during circuit breaker

News • 29 October 2020

On average, Singaporeans reached their 'tripping point' just 23 days after the introduction of the Circuit Breaker in April, according to a study by Expedia.

How brand purpose guided Grab though the pandemic

News • 22 October 2020

That brand purpose needs to be more than just words has become increasingly clear during the pandemic, as Singapore’s Grab has found across its interactions with consumers.

Social commerce in Southeast Asia sees triple-digit growth

Data • Rob Clapp, WARC Data Points, October 2020

An overview of social commerce's growth and popularity in Southeast Asia (the Philippines, Singapore, Thailand and Vietnam) during the first half of 2020.

Singapore’s FSI brands improve CX significantly amidst a pandemic

News • 08 October 2020

The overall quality of customer experience delivered by financial services brands in Singapore improved by 3% over the past year, with six out of eight returning brands showing improved scores, according to Forrester’s latest CX Index.

Indonesia and Japan’s mobile web poses highest brand risk

News • 06 October 2020

Indonesia and Japan pose the highest brand risk globally when it comes to mobile web display, while Australia is the safest for video impressions and Singapore enjoys the lowest brand risk in desktop display.

Singapore, Advertising expenditure as a share of GDP

Data • Cinzia Petio, WARC Data Points, October 2020

An overview of advertising expenditure as a share of gross domestic product (GDP) in Singapore since 1987.

Singapore, TV advertising expenditure by channel

Data • Cinzia Petio, WARC Data Points, October 2020

An overview of total TV advertising spend in Singapore since 2011.

Singapore, Newspaper advertising expenditure

Data • Cinzia Petio, WARC Data Points, October 2020

An overview of total newspaper advertising spend in Singapore since 2011.

Spending less, living well: How consumers are redefining a good life

Article • Anna Shin, WARC Exclusive, May 2020

R/GA Singapore’s Anna Shin maps out how the consumer definition of happiness and satisfaction has changed thanks to COVID-19, and how brands need to adapt to thrive.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.
E-commerce shopping more frequent because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of whether consumers are more frequently shopping online rather than in-store as a result of the novel coronavirus (COVID-19) outbreak.
Overcoming fear and creating a sense of belonging: Brand purpose in the time of coronavirus

Article • Kunal Sinha , WARC Exclusive, March 2020

Kunal Sinha shares his insights on how brand purpose can be meaningfully pursued amid a context of fear and uncertainty.
Bouncing back from COVID-19: Five data-driven strategies for SEA marketers

Article • Stephanie Caunter and Simon Samuel, WARC Exclusive, March 2020

Marketers can still bounce back despite the COVID-19 outbreak threatening an economic decline in Southeast Asia; digital marketing agency ADA shares five strategies for marketers to navigate through this period of economic uncertainty.
How Alderfer’s E.R.G. Theory can inform post-coronavirus strategy for brands

Article • Dr. Mansur Khamitov, WARC Exclusive, February 2020

Psychologist Clayton Alderfer’s ERG motivational theory of human behaviour offers marketers a potential framework for charting steps forward in uncertain times – Nanyang Business School’s Mansur Khamitov talks through how brands can map out a positive path forward.