Singtel and DBS wanted to come together to created support for the local small and medium businesses that are the heart of Singapore.
Challenge
In a country that is driven by chasing status, and the logo on the bag matters more than how it’s made, garnering support for the local small and medium businesses was an uphill battle.
HOW DO WE GET SINGAPOREANS, WHO CARE SO MUCH
ABOUT THE BIG BRANDS, TO CHOOSE TO SUPPORT SMEs?
insight
Singaporeans may care a lot about brands and their own face. But deep down their kampung, community spirit runs deep. By tapping into this with 99% SME, we showed how the small and medium businesses are so important to every Singaporean’s livelihood.
IDEA
99% SME was built around a simple truth: If SMEs make up 99% of Singapore’s businesses, then supporting SMEs means supporting Singapore. The platform reframed SMEs from “small businesses” into the majority force behind the nation.
CAMPAIGN RESULTS:
1.5M in reach
For a B2B2C Campaign
1,670 SMEs signed up for the platform
15,000+
regular platform users
10Million+
engagements on social media
AWARDS & RECOGNITION:
Silver at The Effies
in Singapore.
Best B2B Campaign at the Singapore Media Awards
2x Golds at The Creative Circle Awards
MY ROLE:
As a Creative Director & Copywrter, I worked across the ideation, launch and execution of the campaign and was instrumental in the 99%SME platform concept and naming.