MEDIA & MARKETING | Staff Reporter, Singapore

This ad was specially made for the unsung heroes of Singapore economy

In fact, they’re your neighbor who works hard to make your life comfortable.

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.

According to Eugene Cheong, chief creative officer at Ogilvy & Mather Asia Pacific, in making this campaign, and the film in particular, the agency’s 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,” he said.

While Andrew Lim, managing director, Business Group at Singtel notes that the 99% SME campaign is the first nationwide movement which uses technology and social media to support SMEs’ business. The campaign is a platform to help SMEs market their services and products to reach a wider customer base. They 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,” he 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.

To watch the 99% SME film, click here


Chief Creative Officer: Eugene Cheong
Executive Creative Director: Melvyn Lim
Creative Directors: Stephen Kyriakou, Shawnn Lai
Art Directors: Andrey Danilov, Sean Liu, Diana Lee, Catherine Chow, Errol Workman
Senior Copywriters: Roger Yong, Grace Tan
Account Management: Lee Yee Hew, Andrew Boggs, Angela Chan
Production house: ​ freeflow productions
Producers: Dan Li Lok, Ailan Tan
Director: Roslee Yusof

Call for powerful social ads:
Do you have interesting social ads which caught the emotions of many Singaporeans? Send details of your projects to Lee Anne Babierra at research@charltonmediamail.com 

Click Here to see slideshow

This ad was specially made for the unsung heroes of Singapore economy

Do you know more about this story? Contact us anonymously through this link.

Click here to learn about advertising, content sponsorship, events & rountables, custom media solutions, whitepaper writing, sales leads or eDM opportunities with us.

To get a media kit and information on advertising or sponsoring click here.