‘TIS THE SZN FOR CARTOONS, GIVING BACK, AND WFO?
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
• 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:
Image Credits: Changi Airport Group
The internet has been abuzz with sightings of a huge cake being transported to Changi Airport - a 50th surprise birthday celebration to launch Changi’s holiday collaboration with Hello Kitty!
That’s not the only partnership taking over Singapore’s landscapes. Disney magic is coming to Gardens by the Bay, and Snoopy and friends will be venturing to Mandai Wildlife Reserve for the holidays.
Collaborations can help uplift both brands, if done well. It’s important to keep in mind the target audience, and the current landscape. While cartoons are traditionally seen as only for children, nostalgia is a powerful force, and there is an increasing number of adults who are embracing the icons of their youth.
These cartoon collaborations don't just allow young adults to relive their childhoods, they also provide young parents with the opportunity to share a piece of their own upbringing with their children.
ONE THING PEOPLE ARE TALKING ABOUT:
Three years post-pandemic, a workplace tug-of-war is emerging. While some companies mandate a five-day office return, citing productivity and culture concerns, employees are pushing back.
This rigid approach, often accompanied by "comply-or-leave" ultimatums, has reportedly lowered morale and spurred some employees to seek more flexible options.
Conversely, Spotify champions a "work from anywhere" policy, emphasising trust in their employees and rejecting the idea of treating them like "children."
Flexibility is no longer a perk but an expectation. The "comply-orleave" tactic risks high turnover in a competitive job market.
Companies hoping to craft a good brand reputation as a respectable employer should tread carefully when communicating their updated work-from-home policies.
Brands could soften the messaging by playing off office dynamics and framing the narrative around creating a more homely work environment.
ONE THING IN THE NEWS:
This Deepavali, ItsRainingRaincoats (IRR), a charity for migrant workers’ welfare, partnered with local clothing label Graye and footwear, bags and accessories brand PEDRO, to organise a photoshoot for Indian and Bangladeshi foreign workers as a gift, to showcase them as individuals. Concurrently, the Singapore Prison Service jumped on the Labubu trend and organised a sale for outfits crocheted by inmates, with all proceeds going to the Yellow Ribbon Fund, a charity dedicated to the rehabilitation and reintegration of inmates, ex-offenders and their families.
Brands should continue finding distinct and interesting ways to give back to vulnerable communities. IRR, Graye, and PEDRO did so in a creative way –involving an unexpected passion point (fashion), and the Singapore Prison Service found a unique way of jumping onto a pop culture trend to call attention to the potential of our inmates and ex-offenders.
