A birthday wish to Singapore

In conjunction with Singapore's National Day on 9 August,  a few homegrown brands have taken the opportunity to pay tribute to our neighbour through an initiative conceptualised and executed by The Greatest Hits.

The brands - BFM, PopTeeVee, fashion blog Tongue in Chic and burger brand Ninja Joe - joined the online campaign called "The Show Love" project.

"We had just completed our Raya Ad and realised it was a couple of days to Singapore National Day. Given the love-hate relationship between Malaysia and Singapore, we thought it would be a fun little project to send a message to our friends across the causeway," Hardesh Singh, founder/director of The Greatest Hits, told A+M.

Instead of setting up a special Facebook page dedicated to the campaign, The Greatest Hits created five different letters, with each brand being featured on one letter. Each brand could also make the letter more personal by promoting them on their Facebook brand page and Twitter accounts.

Within 24 hours of the campaign, the total reach across the five letters came up to 147,644 based on Facebook analytics, with total shares of 1,372 and 3,883 likes.