marketing interactive

Three Legs Cooling Water has rolled out a refreshed campaign featuring “Captain Cooling”, a superhero character designed to protect consumers from heatiness and promote preventive wellness. Conceptualised by creative agency Distilleri, the campaign aims to reframe health and wellness not as a reaction to sickness, but as a natural and enjoyable part of daily life. Captain Cooling made his debut on the brand’s Instagram account through a series of short videos. In the first, a woman returns home with multiple grocery bags only to be overwhelmed by the sun’s heat, personified by a man in costume. Collapsing onto the couch, she is rescued by the superhero, who offers her a bottle of Three Legs Cooling Water before defeating the heat in the room. Don’t miss: HKMA banks on ‘despicable banana’ to fight rising scams In another video, an office worker struggling at his desk reveals a mouth ulcer when he yawns. Captain Cooling then arrives to fight off the ulcer and restore balance. The final clip shows a boy snacking on fried food and durians while gaming, before the superhero steps in to counter the “heatiness” caused by his diet. The move comes as younger consumers increasingly blend traditional practices with modern lifestyles, seeking products that deliver both efficacy and relevance. To cater to this shift, Three Legs Brand is evolving its portfolio from Chinese Proprietary Medicine (CPM) to health supplements, highlighting how tradition and innovation can coexist. Captain Cooling anchors a wider brand philosophy of prevention, balance and mindful living. The campaign will run across digital, social media, and out-of-home platforms to reach consumers across multiple touchpoints. “True wellness is not about waiting for something to happen—it’s about building rituals that nurture body, mind, and spirit every day. Together with Distilleri, we brought this vision to life through introducing Captain Cooling in our recent campaign, a superhero who helps people understand, in a clear and relatable way, how everyday heatiness shows up in our lives. It’s a fresh way to show how Three Legs Cooling Water can protect and restore balance in daily life,” said Fu Siang Jeen, CEO of Three Legs Brand, Wen Ken Group. In tandem, Eugene Tan, executive creative director at Distilleri said, “Our almost 90-year-old brand definitely has the heritage to own this territory, and ‘Captain cooling’ clearly could champion it by relating to the older generation while winning fans among the young. “In fact, we had all the right ingredients to make this ‘refresh’ a success, a team which had fun and dreamt big, a stellar film production house Phenomena Bangkok which brought our vision to life and I can’t say enough, brave, brave clients at Wen Ken Group,” he added.  Other brands have also tapped into superhero-inspired storytelling. In May, Domino’s Pizza Malaysia teamed up with Havas Malaysia for a Mother’s Day giveaway that turned mums into AI-generated action figures, complete with custom superpowers and accessories. The top five entries received special treats, alongside a promotion offering a complimentary heart-shaped chocolate lava cake with select orders. Havas Malaysia positioned the campaign around the idea that mothers are often regarded as real-life superheroes. By tapping into the AI action figure trend, the team aimed to immortalise mums in the same way comic heroes are celebrated—through customised figures showcasing their unique strengths. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles: TNB’s cat mascot Jero gets an animated makeover           RHB Bank features selfless local hero in tear-jerking CNY film        Amazon Music harnesses the power of music in bold fight against cancer    source

Mediacorp will be reducing its workforce by 93 positions, representing slightly over 3% of its total staff strength. The cuts are part of the media company’s efforts to adapt to the fast-changing media environment and prevailing economic headwinds. In a statement, the company said the move comes as short-form, mobile-first and social-driven formats become dominant, while traditional long-form content and platforms face growing competition for audience attention and advertising spend. At the same time, clients are demanding more agile, platform-native campaigns with measurable performance outcomes. Don’t miss: Tech in Asia shuts Indonesian site, lays off 18% of staff amid strategic pivot  “These industry trends are set against the backdrop of an increasingly uncertain economic and commercial landscape,” Mediacorp said, pointing to pressures such as inflation, trade disruptions and market volatility. Over recent years, the company has taken steps to rationalise its content portfolio and shift resources to growth areas, while also investing in new creative and operational capabilities. It has also implemented cost-saving initiatives to preserve jobs, but said further restructuring is now necessary to strengthen long-term organisational sustainability. Affected employees will have until the end of September to apply for alternative roles within the company. If no placement is secured, their last day will be 30 September. As part of the retrenchment package, staff will receive severance pay of one month per year of service, capped at 25 months or S$250,000, as well as a training grant to support skills upgrading. In addition, Mediacorp has also partnered with NTUC’s Employment and Employability Institute (e2i) to provide job-matching and career guidance. Affected staff will continue to have access to the company’s wellbeing support programme for up to one year, with the Singapore Union of Broadcasting Employees (SUBE) also engaged to provide assistance. “This is a difficult decision and one not taken lightly,” said Tham Loke Kheng, CEO, Mediacorp. “We are deeply grateful to our colleagues for their contributions, and our priority at this point is to ensure that those affected are supported with care, humility, and dignity during this transition,” added Tham.  Mediacorp is not the only media player in Singapore to have gone through restructuring. Back in November 2024, SPH Media group laid off 34 staff from its technology division, amounting to about 10% of that team. The layoffs were part of a restructure aimed at cost control and tech operational sustainability. Meanwhile, in April 2024, Yahoo retrenched 17 employees, primarily from its editorial and social media teams, as it shifted to a syndicated content model. Related articles:  TikTok lays off staff in SG as part of global restructure SPH Media lays off staff amid tech division restructure  Yahoo SG to reportedly axe editorial and social media staff in SG    source

Samsung is taking its AI home vision global with a campaign that puts the focus on tangible benefits, from more autonomous living to giving families back quality time. Branded “SmartThings meets AI Home,” the campaign positions Samsung’s ecosystem as a seamless way to connect and control devices while doing less. Created with Cheil, the work is led by a film narrated from an unexpected point of view, showing how AI can take care of everyday tasks so people can focus on what matters. Unlike smart homes, where users are asked to do a lot themselves, Samsung AI Home powered by SmartThings allows users to do less and spend more quality time, according to the release.   “Home becomes more autonomous and adaptive, streamlining your everyday tasks effortlessly, such as turning on the robot vacuum, dishwasher, washing machine, TV, or switching off lights and closing the blinds.”  Done in collaboration with agency Cheil, the campaign includes the lead main film, featuring the point of view of an unexpected narrator. The film beautifully portrays the entire family focusing on what truly matters to them – having an enriched and undisturbed quality time offered by Samsung AI Home.  The full 360-degree campaign will roll out globally, encompassing various types of assets and touch points such as global TVC, Samsung’s owned channels, and landmark screens including Piccadilly Circus in the UK and Times Square in the US. Single-minded films, key visuals, and digital OOH will bring specific value pillars to life through relatable and insightful moments that take place within the AI Home.  “Samsung AI Home is here to make life more convenient, efficient, healthy and safe. Our latest campaign illustrates the tangible benefits of Samsung’s unique AI Home experiences that users get to enjoy. Home finally becomes a place it should be – a place where you get to do less, and live more,” said Tal Shub, global executive creative director at Cheil. MARKETING-INTERACTIVE has reached out to Cheil for more information.  Don’t miss: Samsung HK unfolds the taste of life with Hins Cheung Samsung has always been championing new technologies such as AI and how it can benefit consumers’ daily lives by incorporating new technologies into their products.  Back in August, Samsung Mobile Hong Kong tapped local singer Hins Cheung alongside newlyweds Tyson Yoshi and Christy, to promote the new Galaxy Z Fold7 with long-form content. It aimed to showcase the flagship device’s capabilities, such as its 200-megapixel main camera, multi-angle shooting, and AI and productivity features. Meanwhile, Samsung’s Galaxy S25 series flagship smartphones are equipped with various new and upgraded Galaxy AI features, serving as intelligent assistants to help users manage daily tasks. Galaxy AI enhances communication, work and creativity, encouraging users to integrate AI into their lives and explore new possibilities. The new campaign aims to convey the message that Galaxy AI helps bring people closer together. Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future. Related articles: Samsung features entire team of MIRROR in latest series, explains marketing tactics and plansSamsung launches curated exhibition to promote its Galaxy S22 line source

Since its debut in 1995, the Frappuccino has grown from a bold summer experiment into a cultural icon that transcends generations. For some, it remains a daily ritual; for others, a celebratory treat and for Gladys Chan, Starbucks Asia Pacific’s director of product and marketing, it is a “symbol of self-expression and a shared moment for our customers across geographies.” Over the years, the beverage has evolved alongside tastes, becoming a canvas for regional flavors, visual creativity, and endless customisation. Its pop-culture presence has given it an extra edge over other drinks. Celebrity influence has played a big part in this rise. Paparazzi snapshots of stars such as Britney Spears and Lindsay Lohan enjoying Frappuccinos helped position the drink as a fashionable accessory for the young and trendy. Don’t miss: Starbucks MY brews up cuteness with frappuccino-inspired plushies The Frappuccino’s cultural reach goes beyond celebritie too. Musicians including Phoebe Bridgers and Maroon 5 have woven it into their lyrics, while films and TV shows such as The Devil Wears Prada and Gilmore Girls feature it as a symbol of style, indulgence, and social currency. These appearances reinforce the drink’s relevance and help keep it in the public eye, contributing to its lasting appeal across generations. “Over the years, the Frappuccino has become a pop culture icon in its own right,” Chan said. From sitcoms and films to memes, Starbucks has embraced this legacy by creating drinks meant to be photographed, shared, and celebrated. Seasonal creations such as the whimsical ‘Fantasy tail Frappuccino’, inspired by mermaid-core aesthetics, or the playful ‘Zombie Frappuccino’ for Halloween, are designed to spark joy. Collaborations then add another layer. For Hello Kitty’s 50th anniversary, Starbucks launched the ‘Apple pie cream Frappuccino’ which “evokes warmth and emotional connection, as inspired by the beloved characters’ favorite Mama’s Apple Pie”, Chan said.  Moreover, different generations experience the Frappuccino in unique ways. For Gen X and Millennials, it represented “a little luxury, a coming-of-age treat, something indulgent and new.” Today, Gen Z approaches it differently: “They are looking for personalisation, discovery, and visual storytelling. As digital natives, they want drinks that are both delicious and shareable.” This shift has influenced Starbucks’ broader cold beverage innovation, from ‘Iced shaken espresso’ to plant-based milk alternatives, and digital experiences such as gamified rewards and third-party integrations. Closer to home, innovation in Asia Pacific is fueled by local flavors and cultural insight. Ingredients such as gula melaka, pandan, and ube help Starbucks create beverages that are both familiar and exciting. For example, the “Birthday confetti ube cream Frappuccino”, launched for the 30th anniversary of Frappuccino, brought together nostalgic flavor and playful visuals including a lavender hue, confetti sprinkles, and a mermaid-tail detail. Chan notes, “It brought together flavor, fantasy, and fun.” Some local innovations, such as the ‘Pure matcha Frappuccino’, have even become global favorites, proving that regional creativity can resonate worldwide. In addition, Starbucks also carefully balances experimentation with preserving the Frappuccino’s iconic identity. Chan explains, “Frappuccino is a cherished icon in our portfolio. It remains a versatile platform for experimentation, where bold flavors and formats can be crafted without compromising the signature experience our customers cherish.” Complementing the Frappuccino are other cold beverages such as ‘cold brew’, ‘iced shaken espresso’, tea, and ‘Starbucks refreshers’, ensuring variety for every part of the day while staying true to Starbucks’ indulgent textures and flavors. The Frappuccino identity has also been turned into plushies, following a trend of brands turning popular products into squishy merchandise and bag charms for Gen Z. In Malaysia, the limited-edition range saw the plushies in a blind boxes to add an element of surprise.  That said, the Frappuccino continues to perform strongly in Asia Pacific, ranking fourth among beverage categories and contributing nearly 30% of sales in markets such as India and Malaysia. “By relentlessly innovating across these cold platforms – while honoring the icons our customers love – we consistently stay ahead of changing preferences to capture the cold beverage market,” Chan added “Even after three decades, the Frappuccino continues to evolve, proving that creativity, culture, and connection are at the heart of every sip.” Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles: Starbucks brews nostalgia and pride for national day     Starbucks and BEAMS redefine everyday style with new collab      Starbucks celebrates kindness and community with Peanuts partnership source

Kraft Heinz is reportedly splitting into two separate businesses, as part of its latest restructuring plans. The development was stated by The Wall Street Journal, which cited sources familiar with the matter but cautioned that both the plans and their timing could still change. While the new units have not been named, multiple reports such as CNN said one will focus on fast-growing businesses such as sauces and spreads. The other unit will work on the struggling grocery items away from home businesses including the Oscar Mayer, Kraft Singles and Lunchables brands. Kraft Heinz executive chair Miguel Patricio told CNN in a statement that Kraft Heinz’s brands are iconic and beloved, but the complexity of its current structure makes it challenging to allocate capital effectively, prioritise initiatives and drive scale in its operations. The two new firms are said to begin operations in the second half of 2026, said the report. The move can help the company allocate the right level of attention and resources to unlock the potential of each brand to drive better performance and the creation of long term shareholder value, said the statement. MARKETING-INTERACTIVE has reached out to Kraft Heinz for a statement. Back in July, the company was reportedly considering spinning off part of its grocery business – potentially valued at around US$20 billion – while the remaining company would focus on faster-growing categories such as sauces, condiments, and snacks. Don’t miss: Kraft Heinz forks out US$62m for accounting misconduct and misleading contracts The possible break-up follows comments from CEO Carlos Abrams-Rivera in May, when he signalled a shift towards bolder restructuring. “Consistent with this goal, over the past several months we have been evaluating potential strategic transactions to unlock shareholder value. As we look to the future, we will continue to inspire and delight consumers with our iconic brands, fulfilling our mission,” he said at the time. The company, which owns brands such as Heinz ketchup, Oscar Mayer meats and Maxwell House coffee, has been under pressure following weak financial performance. In 2024, sales dropped 3% to US$25.85 billion, while operating profit slumped 63.2% to US$1.7 billion due to US$3.7 billion in impairment charges. Net income fell to US$2.74 billion from US$2.86 billion the year before. More recently, Kraft Heinz reported a 3.3% decline in organic sales for the first half of fiscal 2025, with volume/mix down 4.2%. In its core North American market, revenues fell 4.8%, dragged by a 5.2 percentage-point slide in volume/mix. The food group, which was created in 2015 through the merger of Kraft Foods Group and H.J. Heinz orchestrated by Berkshire Hathaway and 3G Capital, has already been in divestment mode. In July, Kraft Heinz agreed to sell a bundle of assets in Italy to local company NewPrinces. While Berkshire Hathaway remains a shareholder, 3G Capital fully exited in 2023, leaving the ketchup-to-mac-and-cheese maker under greater scrutiny from the market as it attempts to restore growth and investor confidence. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles:Kraft Heinz Indonesia builds brand awareness by tapping into young business ownersKraft Heinz spotlights key ingredient in ABC Bawang Pedas sambal adKraft Heinz boosts marketing spend by 30%, consolidates 55 categories into 6 source

StarHub is inviting Singaporeans to step away from their screens with the launch of the “Digital BMI quiz” and its upcoming 5G Wellness festival. The two-day event at Capitol Outdoor Plaza on 13 and 14 September 2025 is designed to help people reconnect offline, offering experiences from live DJ sets and free-flow coffee to life-sized board games, mindful journaling sessions, silent disco yoga, and leather crafting workshops. The “Digital BMI”, or balanced media index, is a quick online quiz that lets participants check in on how screen time is affecting their mind, body, and emotions. Results link to StarHub’s five 5G wellness pillars – ‘Gather’, ‘Glide’, ‘Glow’, ‘Ground’, and ‘Grow’ – which encourage mindful connection, learning, presence, relaxation, and self-care both on and off screens. Don’t miss: StarHub chief of consumer business group steps down The initiative comes as new survey data from StarHub and YouGov show that screen fatigue is a growing concern. Over 80% of Singaporeans feel mentally drained after long hours online and nine in 10 admit to scrolling mindlessly. In addition, nearly seven in ten say it’s harder to focus.  The survey also revealed that three-quarters of respondents feel left behind when comparing themselves to friends on social media, while almost nine in 10 turn to devices when feeling lonely. StarHub’s festival aims to offer more meaningful real-world interactions, acknowledging that digital detox attempts often fail not because people want less connection, but because they need more purposeful ones. “We are all living in this always-on world, constantly connected, yet sometimes feeling more disconnected than ever,” said Tan Toi Chia, chief people, organisation and communications at StarHub. He added, “At StarHub, we do not believe technology should drain us. It should support us, help us grow, and bring us closer to what really matters. That is why we’re helping people use tech with more intention, so it fits around their lives, not the other way around.” The campaign follows StarHub’s recent acquisition of the remaining 49.9% stake in MyRepublic Broadband, making it a wholly-owned subsidiary. The deal, executed through StarHub Online, includes the MyRepublic brand in Singapore and selected operational assets from MyRepublic Group linked to its broadband business. According to StarHub, full ownership will allow for greater strategic alignment, securing the brand’s equity in Singapore and operational assets critical to its business. The move is part of StarHub’s multi-brand, multi-segment strategy, aimed at service differentiation and cross-product bundling. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles:No wi-fi, bluetooth or call button without innovations by women, says StarHubBeyond EPL disruptions: What are StarHub’s customers really upset about?StarHub’s brand sentiments plummet after English Premier League broadcast issues source

The Ministry of Manpower (MOM) has appointed creative agency Bread Butter Bacon to manage its social media communications strategy. The appointment will see the agency oversee MOM’s social media accounts across Facebook, LinkedIn, YouTube, Telegram, Instagram and TikTok. Bread Butter Bacon will be responsible for formulating and executing an always-on social media strategy, developing content in multiple formats including infographics, static posts, carousels, Instagram Stories and short-form videos, while ensuring content is tailored to each platform’s audience. According to tender documents seen by MARKETING-INTERACTIVE, the agency will also provide strategic counsel on optimising engagement strategies, advise on media buying in collaboration with MOM’s appointed vendor, and recommend ways to maximise reach by leveraging platform algorithms. Don’t miss: Ministry of National Development calls creative, marketing and social media pitch for MSO  On the content front, Bread Butter Bacon will manage a monthly editorial calendar, publishing at least 12 posts and up to four short-form videos per month. These will include original, adapted and curated content, as well as topical campaigns and trend-led content designed for TikTok and Instagram Reels. Community management will form another key component of the mandate. The agency will provide daily monitoring reports, flag sensitive or high-traction comments, and draft responses for MOM’s approval where needed. Regular performance management reports will also be delivered to track KPIs and refine strategies based on analytics, alongside updates on emerging social media trends. Additionally, the agency will support third-party management by identifying relevant online communities and content creators, sourcing quotations, and managing approved collaborations or production partners Optional add-ons such as creative campaigns and social activations may also be activated to complement MOM’s social strategy. The appointment comes as several statutory boards and ministries in Singapore are actively calling for fresh agency partners. Most recently, the Singapore’s Ministry of National Development (MND) launched a tender seeking an agency to provide creative, marketing and social media management services for its Municipal Services Office (MSO). The 12-month contract, with the option of two yearly extensions, aims to raise awareness and drive adoption of the OneService app and chatbot, educate the public on municipal issues and residents’ roles, and build an engaged community around MSO’s platforms through targeted content, sentiment monitoring and audience engagement. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles:  National Council of Social Service picks new digital marketing agency  National Council of Social Service concludes creative pitch Ministry of Transport calls pitch to drive brand strategy  source

Advertisers have a strong opportunity to connect with consumers this festive season, with 77% saying online advertising plays an important role in helping them find products and promotions. This was revealed in IAS’ “Holiday shopping report”, which surveyed around 500 consumers in Singapore to understand how they are approaching the season, how they view digital advertising, and how ads influence purchase decisions. The study found that a majority of shoppers plan ahead for their holiday shopping before November, and some start as early as August. 57% of the respondents also expect to spend more than they did last year. At the same time, consumers are becoming more intentional, actively seeking the best deals while managing higher prices. As a result, 76% said they will do more online shopping this season. Don’t miss: Study: 73% of SEA shoppers say yes to AI but still want human support Based on the report, there will a strong focus on online channels, as 64% of respondents shared that they would increase their usage of eCommerce and retail sites, while 61% will up their social media usage. 47% will look to YouTube and video sites as a channel for festive season shopping. Discounts and promotions (74%) and festive-related content (53%) were also found to be key purchase drivers. Around 68% are also looking to make their purchases on eCommerce sites such as Amazon, Flipkart, and more, as well as on retail sites such as Nike (52%), and specialty gift sites (45%). Meanwhile, AI is emerging as a tool in the shopping journey, with 74% open to using it and 27% already planning to rely on it for research and gift ideas. These AI tools include chatbots, virtual try-ons, and AI product recommendations. However, price comparison and tracking AI tools (69%) have emerged up top.  What this means for advertisers According to IAS, advertisers have a strong opportunity to reach consumers online this season as they are more receptive to online advertising. It found that 55% of consumers in Singapore find online ads useful in helping plan both online and in-person shopping decisions. 51% say they save time, and 46% are open to ads when shopping. Another key takeaway is that more than half (54%) of consumers said online ads placed on safe and reputable sites are deemed helpful, while 50% valued ads aligned with the content they were consuming. This signals that advertisers should make their online ads contextually relevant, and place them on safe and reputable sites to engage with consumers this season. Beyond the festive season, AI has become a consumer expectation in eCommerce across Asia Pacific. DHL eCommerce’s “eCommerce trends report 2025” revealed that 81% of shoppers in the region want retailers to offer AI-powered features such as virtual try-ons, voice search and smart shopping assistants. Nearly half (47%) are already shopping via voice commands. These tools have shifted from “nice-to-have” to “must-have,” reflecting consumer demand for shopping journeys that blend convenience with confidence. Financial platform Adyen’s latest retail study further underscored AI’s growing influence. Surveying 41,000 consumers globally, including in Singapore, Australia, Hong Kong, India, Japan and Malaysia, the report found that more than a third (38%) of APAC shoppers now use AI to assist with purchases, marking a 39% increase year-on-year. Among those who use it, 63% said AI helps them make more inspired choices, from outfits to meals. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles:OpenAI rolls out shopping feature for ChatGPT users  Skechers SG launches AI stylist Luna to reinvent shopping  YouTube Shopping lands in SG amid demand for content-driven experiences  source

AIA Singapore has partnered with Singapore Airlines Academy to develop a tailored talent development programme aimed at redefining customer experience (CX) and future-proofing its workforce. The collaboration will see a series of workshops rolled out across the organisation, designed to foster a culture of CX excellence. Each session, limited to 20–25 participants, focuses on mindset transformation and practical skills for delivering “delightful customer moments”, according to AIA Singapore. The programme aligns with Singapore’s national push for lifelong learning, complementing Budget 2025 initiatives emphasising continuous upskilling and reskilling. Through the partnership, AIA Singapore aims to set a new benchmark for CX and talent development within the life insurance sector. Don’t miss: Prudential SG nabs AIA’s Toni Fung as chief customer and marketing officer The curriculum centres on two key areas: the foundational “Customer Experience Transformation” workshop and a follow-up “Customer Experience Excellence” workshop for customer-facing roles. The first aims to help employees understand the emotional impact of everyday interactions, cultivate personal service beliefs, and deliver exceptional customer experiences through scenario-driven practice, storytelling, and frameworks for compliance and service excellence. The latter equips staff with practical tools to navigate real-world service interactions with empathy, clarity, and confidence, teaching techniques such as respectfully declining requests while preserving trust and delivering effective, empathetic apologies. The workshops are part of a broader CX agenda at AIA Singapore, which includes the AIA+ app and portal that integrates customers’ financial, health, and wellness needs while offering 24/7 access and consolidated employee benefits. The insurer has also launched a plain English initiative to simplify insurance documents and customer communications, helping customers understand their coverage, identify protection gaps, and improve financial literacy. The partnership underscores AIA Singapore’s long-term commitment to talent development and customer-centricity. By embedding structured learning and continuous development into its operations, AIA Singapore aims to ensure that every customer interaction is marked by professionalism, empathy, and consistent service excellence. The move follows AIA Singapore’s SG60 celebrations in May, which included the launch of a special edition Monopoly game designed to spark conversations around health, wealth, and purposeful living. Dubbed “Live better with AIA”, the board game is Singapore’s first insurer-branded Monopoly set, taking players through familiar life milestones while spotlighting local culture, financial planning, and healthier lifestyle choices. Traditional houses and hotels are replaced with “upgrades” and “transformations”, while locally flavoured ‘Chance’ and ‘Community Chest’ cards encourage physical activity and celebrate life moments such as receiving angbao or winning an award. The launch marks the start of a year-long line-up of initiatives aimed at promoting holistic well-being and community engagement across the nation. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles:    Singapore Airlines taps OpenAI to reimagine travel with AI-first customer journey       Singapore Airlines picks Salesforce for AI-powered customer service      AIA reminds Malaysians not to be fooled by outer appearances in new campaign    source

Klook has been named an authorised ticketing partner for the SG Culture Pass, a nationwide initiative aimed at encouraging Singaporeans to explore and engage with the country’s vibrant arts and heritage scene. As part of the programme, all Singapore Citizens aged 18 and above will receive S$100 in SG Culture Pass credits, which can be redeemed for performances, exhibitions, cultural tours, workshops, and more through Klook’s platform. With its established presence as a go-to hub for experiences both locally and abroad, Klook said the partnership aims to make cultural discovery more seamless and accessible. Don’t miss: HKTB and Klook partner up to enhance Muslim travel experience “Klook has always been about connecting people to experiences that matter. We’re privileged to partner on the SG Culture Pass, making it easier for Singaporeans to celebrate the stories, artistry, and traditions that shape who we are,” said Sarah Wan, general manager of Klook Singapore, Malaysia, and Indonesia. Suenne Tan, project director of the SG Culture Pass Office at the Ministry of Culture, Community and Youth (MCCY), added that the partnership reflects a shared vision of building stronger connections between citizens and the local cultural ecosystem. “Our partners are not just promoting events but empowering people in Singapore to discover our vibrant local culture, create lasting memories with their loved ones, and be inspired to experience even more of what our arts and heritage landscape has to offer,” she said. Through the platform, citizens can use their credits to enjoy a wide range of curated cultural experiences. Highlights include SingaPop! 60 Years of Singapore Pop Culture, an immersive multimedia exhibition curated by Dick Lee at the ArtScience Museum that celebrates six decades of local music, fashion, food, and language. Other experiences include The Intan Tea Experience, an intimate visit to Alvin Yapp’s award-winning home museum where guests explore Peranakan heritage before enjoying tea and Nyonya kuehs, and the Baroque House Wartime Café Tour and Meal, which blends history, dining, and storytelling in a century-old shophouse with authentic wartime recipes and a guided tour led by artist and conservator Sonia Ong. Klook the collaboration also aims to support cultural practitioners by broadening their reach and sustaining the ecosystem that keeps Singapore’s stories alive. “This partnership is not only about promoting culture, but also about creating a sustainable cycle where citizens engage, practitioners thrive, and our collective identity grows stronger,” Wan added. Earlier this year, Klook closed US$100 million in funding to fuel travel experiences growth. Led by the global growth investment firm Vitruvian Partners, the latest investment underscores continued confidence in Klook’s vision, market leadership, and operational excellence as the company accelerates its efforts to capture the fast-growing market of next generation travellers and deepen its reach across Asia Pacific. Marking its 10th anniversary in 2024, Klook has been instrumental in redefining how travelers discover and book in-destination experiences. The company has facilitated millions of travel moments, empowered local businesses, and contributed US$7.2 billion in GDP and supported over 219,000 jobs in Asia Pacific, according to the release. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.Related articles:Klook debuts ‘Joy dispenser’ to encourage self-discovery through travel and scentKlook lets Marie Kondo get messy in first global brand campaignKlook partners with Google Cloud to enhance travel experiences with AI source