Singapore Economic Development Board launches Your Business Needs Singapore campaign via TSLA
Volatility, inflation, geopolitical tensions, and climate change are the new normal facing global businesses looking for expansion, or simply: a safe, stable economy to invest and grow in. A new global campaign created by The Secret Little Agency for the Singapore Economic Development Board (EDB) doubles-down specifically on Singapore’s safe, stable and open economy for global trade and business.
The campaign, first revealed at CNBC’s CONVERGE LIVE in Singapore, flips the script on traditional investment and country marketing speak, insisting instead that perhaps in these unstable times: Your Business Needs Singapore.
“We fell in love with companies that were leveraging Singapore’s well-known value proposition, built around trust and stability, to create groundbreaking, often risky and ambitious innovations. The entire campaign is built off these very real contrasts that we know global C-suites and companies such as Salesforce see and value in Singapore,” said Nicholas Ye, Co-Chief Creative Officer at The Secret Little Agency.
Just last week, Marc Benioff, CEO of Salesforce announced a US$1BN investment into Singapore citing ‘a fantastic experience here’ – an ode to the valuable competitive advantage Singapore’s unique brand of stability has become, as a foundation for innovation, infrastructure, and growth.
“Singapore’s safe and reliable business environment lets businesses do what they do best – innovate, take risks, and make bold moves to succeed in today’s volatile world. We wanted to highlight this juxtaposition in a fresh and striking way; working with The Secret Little Agency, we were able to do just that. We’re already planning the next phase of this campaign, and we’re excited to work with such a wonderful creative partner on building the Singapore business brand,” said Sim SzeKi, Senior Vice President and Head of Brand, Marketing and Communications, Singapore Economic Development Board.
This new global campaign marks the continuation of a long-standing relationship between The Secret Little Agency and EDB; the two have enjoyed a rich creative history, dating as far back as 2014, with campaigns such as Impossible SG and The Coffee Connector. This through-the-line campaign is fully integrated and will be running in key markets such as North America, Europe and Japan. Media buying and amplification is handled by Mindshare.
