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O&M Singapore's Singtel Spot Rallies Support for Small & Medium-sized Businesses

Ogilvy & Mather Asia Pacific, 1 year, 12 months ago

Agency drives consumer engagement for first-ever nationwide campaign in support of SMEs

O&M Singapore's Singtel Spot Rallies Support for Small & Medium-sized Businesses

Singtel and Ogilvy & Mather Singapore (O&M) have rolled out phase 2 of the 99% SME movement to spur all consumers to support local Small and Medium-sized (SME) businesses that make up 99% of registered companies in Singapore, employ 70% of the workforce and contribute 50% of the nation's GDP. This phase of the campaign, for consumer engagement, was launched with a new short film - ‘99% SME’ - which aired nationally as well as on YouTube. 

Led by Singtel, DBS and MediaCorp, the 99% SME campaign culminates in the four-day SME Week, which runs from 29 October to 1 November 2015. The SME Week marks the first time that a collective of brands and businesses in Singapore have come together to rally consumers to use products and services offered by SMEs.

Eugene Cheong, Chief Creative Officer, Ogilvy & Mather Asia Pacific, said, “In making this campaign, and the film in particular, our task was to ignite affection and empathy for the SME by humanizing the abbreviation, and showing how the SME is, in fact, your neighbor who works very hard to make your life comfortable. By catching the unsung local businessman in his element, putting in an honest day’s work with no artificial posing or ‘marketing’ for the camera, we give the small business owners of Singapore the pride, dignity and stature they deserve so that their fellow Singaporeans will be rallied to act by pledging their support for SMEs.”

Andrew Lim, Managing Director, Business Group at Singtel, said, “The 99% SME campaign is the first nationwide movement which uses technology and social media to support SMEs’ business. The campaign is an excellent platform to help SMEs market their services and products to reach a wider customer base. We want the SME Week to encourage such businesses to adopt technologies and productivity measures that will transform their operations.” 

“With an integrated marketing and publicity campaign, we hope the 99% SME campaign will grow and succeed in strengthening the SME businesses in Singapore,” Lim added.

O&M is further supporting the integrated marketing campaign across all channels through the creation of the campaign website, TVC, print, online, social media, direct email, location-based SMS offers, on-ground promotions and POSM in all participating SME businesses and partner channels, which will drive consumers to shop and dine locally.

Creative Agency

Account Manager: Lee Yee Hew, Andrew Boggs, Angela Chan

Art Director: Andrey Danilov, Sean Liu, Diana Lee, Catherine Chow, Errol Workman

Chief Creative Officer: Eugene Cheong

Creative Agency: Ogilvy & Mather Singapore

Creative Director: Stephen Kyriakou, Shawnn Lai

Executive Creative Director: Melvyn Lim

Senior Copywriter: Roger Yong, Grace Tan

Production Company

Director: Roslee Yusof

Producers: Dan Li Lok, Alain Tan

Production Company: The Prosecution

Category: It, phones, Av and computers , Network