SINGAPORE – This Chinese New Year, against the usual tide of celebrity brand commercials and sale shoutouts, Amazon Singapore champions the real deal by standing up for all Singaporeans – beyond doling out great value, to creating its own rendition of the famed Crazy Rich Asian film, featuring the original film’s “original Singaporeans” – the extras.
Following the recent announcement of the Crazy Rich Asians sequel, Singaporean netizens revived the social media debate around the inaccuracies surrounding how Singaporeans and their lives were being represented.
Amazon SG and BLKJ Havas seized the opportunity to continue its approach of engaging with Singaporeans and helping them to “spend less, smile more” – by delivering entertainment value on top of great retail value.
The tongue-in-cheek film, more than three-minutes long, follows two Singaporean newlyweds going through the hurdles and mounting pressures of hosting the perfect reunion dinner for the first time in their new home, to impress Ah-Ma, the tough resident matriarch. Of course, Amazon.sg saves the day with its offerings – Next Day Delivery, Amazon Fresh, Free 15-Day Returns and its wide product selections. And so the story ends on a celebratory note – with the most authentic and Ah-Ma approvedS Chinese New Year reunion dinner.
“Amazon’s focus on quality, reliability and value mean that the brand has the opportunity to be relevant to Singaporeans in a way that no other retailers can. The disconnect between Crazy Rich Asians and reality offers us that perfect way-in to show Singaporeans how Amazon can fit into their lives,” said Trong Ronakiat and Guilherme Machado, creative directors at BLKJ Havas.
The campaign rollout even took the form of a movie premiere, from a movie trailer to nationwide outdoor placements that replicate the style of movie posters.
Above and beyond, Amazon SG even extended its efforts to champion Singaporeans in every way possible, to the creative industry. The brand readily partnered up and joined Mediacorp’s new Buskermercials pilot initiative – working with buskers whose livelihoods had been disrupted from Covid, commissioning and giving them a stage to express their creativity.
Acoustic busker trio, Two Cheers & A Toast, collaborated with Amazon SG to create a catchy Chinese New Year song for its seasonal offerings. This is currently airing on Mediacorp’s audio platforms, Spotify and YouTube. Link to listen here.
CREDITS
Marketing Lead, Amazon Singapore: Diana Lim
Head of Marketing & Prime (CMO): Miguel Martins
Creative Director, BLKJ Havas: Guilherme Machado
Creative Director, BLKJ Havas: Trong Ronakiat
Writer, BLKJ Havas: Natalie Goh
Art Director, BLKJ Havas: Joslin Ong
Producer, BLKJ Havas: Nana Arshad,
Senior Account Manager, BLKJ Havas: Soon Yong En
Senior Account Executive, BLKJ Havas: Elizabeth Cai
Creative Services, BLKJ Havas : Atikah Rahman
Business & Brand Lead / General Manager, BLKJ Havas: Fiona Huang
Director: Ed Cryer
All the good folks at Reel Loco Productions
