SECRET LIVES OF SINGAPOREANS:
CHAMPIONING GIG WORKERS, CONCERTGOERS, AND SKI RESORTS Issue #44 – Week commencing 27th November 2023 Authored by Kristie Lin and Lisa Oon
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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
Image Credits: People, The Straits Times, AFP
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One thing people in Singapore are talking about:
PRIVATE-HIRE DRIVER SPENDS 22 HOURS ON ROAD TO WIN FACEBOOK CONTEST
Image Credit: The Straits Times
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WHAT A social media-driven mission, "4sMission500," aimed at motivating private-hire vehicle (PHV) drivers in Singapore faced criticism for potentially endangering drivers, passengers, and other road users. The challenge encouraged drivers to be the top earner in a day, with the winner receiving a hotel stay.
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The top earner, James Lim, drove for 22 hours, earning $1,017. Concerns were raised about safety and fatigue, with some users urging caution and others reporting the mission to authorities. Safety advocates emphasised the risks of prolonged driving and the absence of guidelines on driving hours.
Source: The Straits Times
Organised by a fellow PHV driver, the initiative aimed to boost morale within the local PHV driver community facing rising costs and diminishing incomes. The challenge took an unexpected turn when the winner spent a staggering 22 hours on the road—far exceeding the recommended eight hours for PHV drivers. This raises questions about how brands can engage with communities in a more purposeful manner. •
Can they empower communities to have a say in different initiatives?
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Is there any way to implement guardrails around community initiatives?
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Is there a way to gather meaningful feedback that can inform purposeful initiatives driven by the brand?
SO WHAT
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One thing people in Singapore are searching for:
SUEDE FRONT MAN SWATS PHONES OFF FANS DURING SINGAPORE CONCERT
Image Credit: CNA Lifestyle
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WHAT During a joint concert with Manic Street Preachers in Singapore, Suede front man Brett Anderson vehemently opposed phone recording, going as far as grabbing and swatting phones off fans who were capturing the performance.
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Videos posted on Instagram showed Anderson interacting with fans, arguing with one, and ultimately leaping over a barricade to address those recording. He urged fans to put their phones down, stating that filming distracts from the concert experience.
Acceptable behaviour at concerts is a divisive topic. Concert-goers never set out to disrupt other people’s experience, but when emotions run high, things tend to go awry. What can brands do to help create a more positive experience? •
If concert-goers are recording for social currency, can brands provide alternative options? E.g., Spotify and News Jeans’ physical Bunnyland popup
There are, however, different stances from others. Notably, in August, Adele stopped her concert to defend a fan who was being rebuked by other fans for standing up.
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Fans at Adele’s concert mentioned that there were signs erected to encourage them to stand up.
Could brands or performers designate areas for different types of concert-goers?
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Maybe concerts could be experienced differently, e.g., individual headphones or VR sets
Source: CNA Lifestyle, NPR
SO WHAT
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One thing that’s in the news in Singapore:
SINGAPORE’S SETSU NISEKO IS CROWNED THE WORLD’S BEST NEW SKI HOTEL
Image Credits: Straits Times
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WHAT Singapore’s luxury property developer SC Global’s first hotel, Setsu Niseko, was recently crowned the World’s Best New Ski Hotel, beating out nominees such as Six Senses Crans-Montana in Switzerland and The Comodo in Austria.
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Winners of the accolade, given by World Ski Awards, are chosen by ski industry professionals, tourists and skiers around the world. Guests who stay at the resort can take part in seasonal cultural activities and relax in 750 sqm wellness centre. The decision to purchase and develop the plots of land came about after SC Global founder and chairman Simon Cheong went on a family trip. Cheong identified the location as a key opportunity as existing lodges were “mediocre” and expensive”.
There is nothing like an accolade to put your brand on the map. But what makes this one even sweeter and more eye-catching is the mention of Singapore in such an unexpected category. Taking a leaf out of Mr Cheong’s book, brands should: •
Think outside of conventional parameters when it comes to expanding your footprint
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Take inspiration from your own personal life, as you may spot opportunities at anytime, even while on vacation.
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Capitalise on popular destinations and activities (e.g., Japan is a popular destination for tourists all over the world, and snow-sports is picking up worldwide as well)
SO WHAT Source: Straits Times
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