Being seen as a heritage brand that is only for the elders, we created a twitter tonality that is uniquely FairPrice, using the names of our everyday products sold in FairPrice to create puns that delivered the wit in language that the Twitter platform celebrates.
With over 135 years of heritage, POSB needed to connect with the new generation of millennials. So we created NeighboursFirst.sg, a digital storytelling platform that housed the “narratives of the neighbourhood’, featuring local storytellers who bridged the connection.
When presented with 3 potential candidates as bosses, would you fall under the stereotype and pick a male? We did a social experiment to prove the point, for the launch of the new content series "Fempire" on Lifetime Asia channel.