Borneo Motors hands Schmuzter Singapore social media duties for Lexus

Borneo Motors - Inchcape Singapore has appointed creative and social media agency Schmuzter Singapore to manage social media duties for Lexus Singapore for a year, including developing original social content and digital ad buy for Facebook.

In a statement to Marketing, founder and director of Schmuzter, Johnson Ong said there was no pitch for the account as it was a direct appointment. Lexus was on the hunt for an agency with experience in developing social content for luxury car brands to help it produce local content for Facebook, he added. Since the appointment, Schmuzter's scope has expanded to include special projects, the most recent of which was the Lexus LC launch event at Wisma Atria. In addition to developing a video microsite on the Lexus Singapore Facebook page, it also filmed the event on Facebook Live.

The agency was also appointed to a three-month social media and website copywriting contract for Toyota which concluded last month. Ong said the direction from Inchcape Singapore was to integrate a localised social media marketing strategy taking in consideration Singapore’s unique cultural and social behaviour.

“For global brands, it is a necessity to have a balanced mix of content from principals to ensure branding consistency, and localising the content to help Singapore Lexus fans develop a natural affinity with the brand; resulting in higher brand loyalty. We continue to develop crisp visuals and creative copies that are relevant to the times for Lexus Singapore, to elicit a deeper connection between the brand and the fans,” Ong said.

Meanwhile, watch retailers City Chain Singapore has also named Schmuzter as its social media agency, following a competitive pitch earlier this year, to develop original social content and stories for its house brand watches, as well as flagship brand Solvil et Titus.

“We appointed Schmuzter to fill the gap between personal interaction and online customer relation to engage with them on social platforms, since social media engagement is a crucial part of the modern marketing mix with businesses nowadays. Schmuzter demonstrated a keen understanding of fan engagement, proving that they have a firm hand on keeping up with the trends, supported with creative, eye-catching visuals and witty copies,” said Chad Tan, assistant marketing manager, City Chain Singapore.