SECRET LIVES OF SINGAPOREANS Issue #6 – Week commencing 11 April 2022 Authored with pride by Mellita Angga, Chryssa Celestino and Fannie Choong
OGILVY
Secret Lives of Singaporeans is an ongoing collection of marketerfriendly 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”. 2
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
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One thing people in Singapore are talking about:
REOPENING OF NIGHTLIFE
Image Credits: Unsplash
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WHAT In line with the recent easing of Covid-19 measures, all nightlife businesses will be allowed to fully reopen from Apr 19.
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For nightlife businesses where dancing is involved, a supervised Covid-19 test will be required. After a two-year halt, this is an important moment for nightlife businesses, club frequenters, and youths who never stepped into a club despite reaching the legal age within the last two years.
With nightlife and party life activated again, Singaporeans are ready to embrace the change in lifestyle and body clock over the weekends. This underscores the opportunities for brands to: •
Create brand association with the new habits surrounding nightlife. (Food delivery for the next-day hangover?) •
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Create new rituals or be part of rites of passage for the group of youths who are stepping into the club for the first time in their life.
Meet the demand for taxi rides or ride hailing services. (Late night discounts? Shorter waiting times?)
SO WHAT Source: CNA
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One thing people in Singapore are searching for:
ELECTRIC CARS
Image Credits: Unsplash
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WHAT New electric vehicle (EV) registrations continue to grow in the first quarter of the year and are now at 8.1 per cent of all new car registrations.
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This is more than double of last year's annual figure, which was an increase of almost 20-fold compared with 2020. Regulations were also being reviewed to help EV users, such as by doubling the number of charging stations and ensuring that EV spaces are used only for charging.
Car ownership is not cheap in Singapore, with the most affordable EV models generally costing above $110,000. So if demand for EVs is increasing despite the hefty price tag, it shows that Singaporeans are taking a long-term investment considering how EV will be cheaper than petrol cars in the future, while also contributing to a greener planet.
With the growing ubiquity of EV in Singapore, Google Search for EV has been growing steadily in the past three years.
When promoting sustainable products or services, brands also need to communicate the benefit from a long-term and pragmatic perspective.
SO WHAT Source: Straits Times, Data Source: Google Trends | Singapore, 11/3/19-4/11/22, Web Search, Keyword: electric cars
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OGILVY
One thing in the news in Singapore:
$500M SET ASIDE TO REVIVE TOURISM
Image Credit: Unsplash
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WHAT
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The tourism sector will receive a fresh injection of close to half a billion dollars to support its recovery from the COVID-19 pandemic, as Singapore looks to reconnect with the world. Sustainability and wellness are highlighted as areas of focus for Singapore’s tourism sector due to growing global demand, and stakeholder and industry partners will be encouraged to tap on government support to transform their business and develop new capabilities. The return of mass sports events including the upcoming Formula 1 Singapore Grand Prix will also go hand-in-hand with accelerating the recovery of the aviation and tourism-related sectors, following the reopening of Singapore’s borders to all fully vaccinated travellers.
All industries, not only travel or aviation, could benefit from this injection and contribute to the positioning of Singapore as an “urban wellness haven”. Brands should start preparing fresh and innovative experiences in Singapore focused on sustainability and wellness. As a starter: •
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Redefine what modern business travel will look like in the face of wellness. Singapore does not have natural escapades, but what else can we offer? Start workshopping and roadmapping the future of tourism sector in Singapore, and how your brand could establish a connection with the influx of tourists when Singapore fully opens up to the world. •
Be part of the broader movement of improving Singaporeans’ holistic wellbeing by exploring brands’ intersection with fitness or wellness.
SO WHAT Source: CNA, Straits Times
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