The Singapore Tourism Board (STB) not too long ago introduced the Made in Singapore (MIS) international positioning marketing campaign that cements Singapore’s standing as a Culinary Capital and meals haven throughout the medium of tune.
The social-first marketing campaign showcases Singapore’s colourful, various and cutting edge culinary panorama to a world target market, aiming to spice up consciousness, re-ignite pastime, and pressure call for. It invitations guests to revel in Singapore’s distinctive gastronomic choices.
Created with BBH Singapore, Zenith Media, and Digitas of The Shophouse @ Publicis, this new marketing campaign goals to exhibit Singapore’s dynamic and various culinary panorama, focused on travellers from key markets together with Australia, the USA, Indonesia, India, and China who’re adventurous and desperate to enlarge their palates.
What do I consume first?
It starts with a 30-second video, with a tune titled “What Do I Consume First?”, that includes common native artist Paddy Ong, the lead vocalist of certainly one of Singapore’s indie-pop bands Membership Delicate, and written and composed through audio manufacturing area FVSE.
The catchy unique tune captures the problem of being spoilt for selection with meals in Singapore, posing the query, “What do I consume first?”
The tune’s infectious rhythms mix with colourful visuals to take audiences on a culinary journey thru Singapore’s wealthy culinary tapestry, from conventional native favourites to state of the art fusion delicacies.
From the tip of January 2025, STB will even release a sequence of video property on its Consult with Singapore social media accounts. Those will proceed to focus on Singapore’s distinctive interpretation of culinary developments international, similar to ‘Mukbang’ or ‘Espresso Tradition’.
This marketing campaign is a part of a sequence of world activations from STB and The Shophouse @ Publicis extending its grasp logo marketing campaign, “Made in Singapore”. Publicis Groupe Singapore used to be first appointed through STB in January 2022, after The Shophouse @ Publicis used to be assembled to reply to built-in briefs as a consortium. This multi-disciplinary answer comprises best-in-class inventive (BBH), media (Zenith Media), virtual, knowledge (Digitas) and manufacturing (Prodigious).
Get it in your socials
Operating on Fb, YouTube, TikTok, and Instagram, the 30-second introductory video can also be adopted through a number of 15-second social clips showcasing other sides of Singapore’s culinary scene. Crafted in partnership with Considerable Productions, and content material author Thomas Goh, the collection of movies captures the sensory revel in of being crushed through the sheer selection on be offering in Singapore.
Kenneth Lim, assistant leader government for STB’s advertising workforce remarked: “In these days’s social-first surroundings, content material creators wield important energy in growing consciousness and shaping perceptions. Recognising this, our marketing campaign harnesses their succeed in to put Singapore as a world Culinary Capital, inspiring foodies to discover our never-ending chances curated through each homegrown and global culinary abilities. Their hobby and dedication to pushing cultural and inventive limitations proceed to complement our colourful meals scene. Via this means, we intention to pressure larger consciousness of Singapore’s various meals and beverage choices, through inviting foodies to discover and proportion their culinary discoveries.”
The movies also are accompanied through easy-to-use templates from TikTok’s CapCut and Instagram Reels, which is able to permit content material creators to create their very own user-generated content material (UGC) the usage of the tune as a soundtrack for his or her culinary adventures in Singapore.
In keeping with BBH Singapore government inventive director Khairul Mondzi: “Social media platforms and UGC have remodeled the way in which meals developments expand, giving everybody the power to proportion their eating studies, evaluations, and recipes. This democratisation of meals content material shapes fashionable consuming conduct and brings culinary tradition into the day-to-day lives of thousands and thousands. In the course of the marketing campaign, we intention to sign up for this dialog through showcasing Singapore’s dynamic meals scene in some way that naturally resonates with how folks interact with and create meals content material. This means now not best spotlights Singapore’s culinary variety but additionally seamlessly integrates it into the wider international meals panorama.”
