Singtel launches first-ever nationwide mktg push for SMEs
Singtel and Ogilvy & Mather Singapore have rolled out phase two of the 99 per cent SME movement to spur all consumers to support local Small and Medium-sized (SME) businesses that make up 99 per cent of registered companies in Singapore, employ 70 per cent of the workforce and contribute 50 per cent of the nation’s GDP. This phase of the campaign, for consumer engagement, was launched with a new short film – ‘99% SME’- that 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.
“In making this campaign, and the film in particular, our task was to ignite affection and empathy for the SME by humanising the abbreviation, and showing how the SME is, in fact, your neighbour 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,” commented Eugene Cheong, Chief Creative Officer, Ogilvy & Mather Asia Pacific.
Andrew Lim, Managing Director, Business Group at Singtel, added, “The ‘99% SME’ campaign is the first nationwide movement which uses technology and social media to support SMEs’ business. The campaign is an excellent platform to help SMEs market their services and products to reach a wider customer base. We 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,” Mr Lim added.
Ogilvy 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.
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