Campaign details

Brand: Temasek
Agency: Zeno Communications Singapore

The Brief

When most Singaporeans think of Temasek, they think of an investment company with a net portfolio value of S$308 billion. The awareness of the company's role in community building through enablement of the arts was low. To help complement the company's existing public profile, we needed to go from simply stating Temasek's values from their corporate charter to bringing these values to life across the island nation. Enter The Great Singapore Replay (TGSR) - a first of its kind campaign that increased awareness of Temasek's community engagement by over 144% and helped re-write Singapore's music history.

The Context

A Black Box survey revealed that Temasek's community initiatives were recognized by only 18%1 of the population despite having committed over S$2B to support the work of its family of foundations. Extensive research revealed that after a boom in the 1960s, Singapore's music scene had been struggling. New regulations2 muted3 pop music in the 1970s and 1980s, leaving people feeling disconnected. Live music and opportunities for young talent faded. Radio playlists were dominated by sounds from overseas.