Singtel and O&M push to ignite public affection for SMEs

Singtel and Ogilvy & Mather Singapore (O&M) have rolled out phase two of the 99% SME movement to spur all consumers to support local Small and Medium-sized (SME) businesses.

Currently SMEs make up 99% of registered companies in Singapore, employ 70% of the workforce and contribute 50% of the nation's GDP. This phase of the campaign, for consumer engagement, was launched with a new short film - ‘99% SME’ - which aired nationally as well as on YouTube.

O&M 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.

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.

Andrew Lim, managing director, business group at Singtel, said, “The 99% SME campaign is the first nationwide movement which uses technology and social media to support SMEs’ business [...] With an integrated marketing and publicity campaign, we hope the 99% SME campaign will grow and succeed in strengthening the SME businesses in Singapore."

Eugene Cheong, chief creative officer, Ogilvy & Mather Asia Pacific, said, “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 neighbor who works very hard to make your life comfortable."



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"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,” Cheong added.

Meanwhile, MediaCorp is also offering three advertising grants worth SG$100,000 each to the top three SMEs that garner the most shared promotions and the most ‘liked’ videos.

Campaign credits

Project title: 99% SME
Client: Singtel
Creative agency: Ogilvy & Mather Singapore
Chief Creative Officer: Eugene Cheong
Executive Creative Director: Melvyn Lim
Creative Directors: Stephen Kyriakou, Shawnn Lai
Art Directors: Andrey Danilov, Sean Liu, Diana Lee, Catherine Chow, Errol Workman
Senior Copywriters: Roger Yong, Grace Tan
Account Management: Lee Yee Hew, Andrew Boggs, Angela Chan
Production house: ​ The Prosecution
Producers: Dan Li Lok, Alain Tan
Director: Roslee Yusof