Lina Lim

In March 2018, homegrown ride-sharing giant, Grab, merged with Uber, effectively ending competitive practices within Singapore’s ride-sharing market. Choice (and promos) went out the window, price surges ran unchecked and rider reward points disappeared. Some papers even went as far as to call it a monopoly.

So when new entrant, GOJEK, came knocking on our doors, we knew the narrative for them was clearly not about GOJEK entering the market, it was about choice re-entering the market.

The Learning Lab, an enrichment center in Singapore, was launching Xin Zhong Wen, a brand-new Chinese language school for kids. And they wanted to make a statement: to show parents that theirs is the one school that truly knows how to get kids excited about Mandarin.

So we teamed up with the one brand every kid loves and gave free Happy Meals to kids islandwide, on one special condition — they had to order their meals in Mandarin.

If you know Singaporean kids the way we do, you’d know that’s a tall order.

Results

4 McDonald’s outlets. 8000 meals redeemed in just 2 days. 
180% increase in sign-ups
. 284% increase in website visits
881 new leads.

Awards

Effies 2020/21 | Youth Marketing 1 Gold | Small Budgets 1 Silver

Creative Circle Awards 2019 | Direct Gongs 2 Golds and Best in Category | Brand Experience and Activation Gongs 3 Bronzes | PR Gongs 2 Bronzes

Marketing Excellence Awards 2019 | Excellence in Experiential Marketing 1 Gold | Excellence in Customer Engagement 1 Gold | Excellence in Sponsorship Activation 1 Gold | Excellence in Event Marketing 1 Silver | Marketer of the Year Second Runner-Up

They say pregnancy is a blessing. But for one young mother, having a new baby brought more stress than joy. With things as they were at home, she feared that she simply wouldn’t be able to manage.

This commercial is part of a campaign that was created for the launch of Great Family Care, a first-ever multi-generational critical illness plan in Singapore, targeted towards the Sandwich Generation.

Creative Circle Awards 2019 | Shortlist

As part of GOJEK’s launch campaign, we also created a series of spots that were troll-ish, fun and irreverent, just like the brand. Told through the lens of a medical drama, every episode of Saving Rides is built around all the great things the ride-sharing app was bringing back to riders in Singapore.

An integrated campaign in China that launched with a TV spot featuring its new ambassador, Jay Chou, addressing his success and fans with a bold and powerful personal truth.

2020. A year where a global pandemic has disrupted lives, upended businesses and left the future uncertain. To inspire people to take a positive stance during COVID-19, we launched Live #Lifeproof — a campaign which sought to remind people that the strength to overcome adversity lies within us all.

Because even though we can't always choose our lot in life, we can choose how we respond. Life’s questions do not define us. Our answers do.

Life is cyclical and every parent, in their old age, will face becoming a “child” to their children in some respect. But no matter how the tables are turned, or roles are reversed, a family’s wishes for one another will always remain the same. And that is the premise our two spots for insurance company, Great Eastern, are built upon.

You know the brief: launch a product for an audience that doesn’t care for ads, sell a multitude of features, all on a tighter-than-Spandex budget and timeline. Faced with these options, we turned to the one thing that does low-budget best: Asian horror films.

Meet the little guy who can handle crowd control on an Olympic scale.

2020, the Tokyo Summer Olympic Games. With over 20 million projected visitors, many Tokyoites were worried that their densely-populated city was about to get a whole lot more crowded.

So, how about an intelligent AI-powered travel assistant that can generate personalised itineraries for every visitor based on the places or events they'll be heading to—without everyone spilling into the same spots at the same time?

Why stop at one holiday, when you can have an entire year’s worth of holidays to look forward to? That was the argument we made to encourage bulk ticket purchases for budget airline, Scoot’s, annual multi-destination November Network Sale.

In a country where infrastructure for the visually impaired is lacking to say the least, we wanted to create a simple smart band in China that could make crossing the roads safer for them.

What makes this special is that it would be linked to a pilot project in Hangzhou, China, where Alibaba is creating a first-of-its-kind all-seeing central traffic network powered solely by AI.

Re-imagining red packets as a symbol for playtime.

Every Lunar New Year, folks in Asia gather in the spirit of togetherness, bestowing well-wishes unto their children through red packets filled with cash. But with all that money changing hands, it seemed kids and parents were beginning to lose the plot.

So, to help families across Asia rediscover the true meaning behind the holidays, we created an integrated campaign for LEGO which transformed red packets into credit that kids could exchange for LEGO — and quality playtime with their parents.

Awards

Effies 2016 | 2 Bronzes | 2 Shortlists

Dragons of Asia 2016 | Best by Country Blue Dragon (Singapore) | 1 Gold | 1 Silver | 2 Black Dragons

An integrated digital experience that encouraged more kids to role play together with LEGO.

With technology eating its way into the toy market, many kids are fast becoming solitary actors during playtime. So, when LEGO approached us to help drive awareness and sales for its franchise, LEGO Friends, we knew we wanted to deliver something that could spark imagination and group play.

To do this, we created an immersive digital site and offline experience that not only inspired kids in Singapore, Malaysia, Korea and Hong Kong to get to know the rich Friends universe but also encouraged more playdates through physical cards with role-play scenarios that girls and boys could enjoy together.

http://www.friendsplaydates.lego.com/