Host Singapore and Heaven and Earth launch interactive digital campaign to help Singaporeans stay calm and keep going this Chinese New Year
Heaven and Earth and Host Singapore have launched “#CalmComebacks”, a digital campaign aimed to help young Singaporeans survive the many stressful questions they may encounter from overly inquisitive relatives during Chinese New Year. While well-intentioned, these questions, ranging from salary, career, social status to looks, often place young Singaporeans in a difficult situation, with most unable to come up with a reply. This Chinese New Year, they will be able to tap on the witty tips from #CalmComebacks, a Facebook app designed to arm users with smart and instant responses to these tricky questions.
The campaign kicked off with humorous film content co-created with Singapore YouTube stars – Night Owl Cinematics. The film shows real-life festive season scenarios and provides practical as well as tongue-in-cheek tips to counter common questions such as “Eh girl, why skirt so short?”, “Why not married yet eh?” and “How come don’t have baby yet?”.
The film drives users to the #CalmComebacks Facebook app at the Heaven and Earth Facebook page, where all the calming content is housed. Fans will be able to receive and share helpful tips from six categories: Marriage, Career, Relationship, Children, Appearance and School. In addition, there is an instant response section where users can ask Heaven and Earth for witty answers to specific questions they are facing.
Andrew Jeffrey, Marketing Manager, Coca-Cola said, “We wanted to create a campaign based on rich insights that our customers can relate to. We all know how stressful this time of year can be for young Singaporeans. The Heaven and Earth mission is to help people Stay Calm and Keep Going. The Facebook App not only acts as a useful survival tool during CNY, it also entertains users along the way.”
Dan Gibson, Managing Director of Host Singapore commented, “This is Branded Content at its purest. We’re building on the brand’s Stay Calm and Keep Going platform in a way that’s both entertaining and useful to our consumers.”
5 Comments
Looking at these I can completely understand why their CD is leaving.
So Hal, besides understanding why their CD is leaving, what recent work done in Singapore should be the barometer for everyone to aspire to? It will be really helpful.
I’m not sure why anyone should aspire to be doing the kind of work Singapore is doing…
Im always slightly bemused when people start to compare advertising by country…the kind of work singapore is doing….etc…..
People in different countries are different and so should the advertising be. Its just some insights that are common to all countries.
Having said all that, the above work is a foreigner’s view of what cny is like…after talking to a few locals. Very rational and not even borderline funny.
Theres a much richer vein to be tapped in the emotional space. Just sayin, dont be hatin.
Have to agree with Sandy.
The only thing which matters is how relevant the work is in the country market, customer context and let’s face it, the client’s satisfaction.
If the agenda is to show national creative upmanship or to impress one’s creative peers, then i think we should step out of the ad bubble…