Singapore is a multicultural global hub with a tech-savvy, well-travelled consumer base. Although this diamond-shaped island measures only 49km from east to west and 28km from north to south, its population is more than Denmark, making it a highly attractive market and a gateway to Southeast Asia. For maximum success when you’re targeting Singapore in a digital marketing strategy, prioritise mobile advertising and localise your content to reflect cultural nuances.
Local demographics in Singapore
As the world’s second-busiest port, Singapore has a high GDP and robust economy driven by finance, tourism and trade. The culturally diverse city-state has a majority Chinese (74%) population, as well as significant Malay (13%) and Indian (9%) communities. This is reflected in the nation’s four official languages: English, Mandarin, Malay and Tamil. Immigrants make up a significant share of the island’s 5.9 million population, with a large non-resident workforce representing 30 percent of the inhabitants (Singstat, 2023).
Singapore’s population leans towards a slightly mature demographic, with a median age of 42 and a balanced gender ratio of 51% male and 41% female (Singstat, 2023). Under-15-year-olds make up roughly 20% of the population, indicating a growth in younger consumers. Singapore is also home to a growing LGBTQ+ community with plenty of spending power.
Due to its small size, Singapore has a very high population density. Most residents live in high-rise flats in urban areas, making concentrated marketing campaigns highly effective. While a significant number of Singaporeans are married, only 46% of households consist of married couples with children (Singstat, 2022). As children are few and precious, marketing aimed both at families and working professionals with disposable income will be well-received.
Consumer behaviour: Psychographics
Singapore is a powerhouse when it comes to technology. Nearly everyone is online and citizens are very comfortable using their smartphones for everything from communication and entertainment to shopping and banking. Internet penetration rates currently stand at 97% and almost 85% percent of the population use social media (Datareportal, 2023), presenting ample opportunities for online marketing.
The core values that shape the nation’s identity include respect for elders, family as the cornerstone of society, social responsibility, and racial and religious harmony. Locals place a strong emphasis on education, with around 63% holding a post-secondary qualification (Singstat, 2023).
Singaporeans tend to be a conservative bunch, but they are willing to laugh at themselves. A lot of local stereotypes are tongue-in-cheek, for example, Singapore is known as “The Fine City”, not for the weather (which is usually sunny) but for its strict enforcement of regulations and hefty fines for breaking laws. Local brands that use humour in a wholesome, light-hearted way usually hit the mark.
Locals are also very practical, so offering solutions to problems and highlighting how your product can improve your target market’s life will be a winning strategy. By focusing on cost-saving and convenience, you'll resonate with the Singaporean desire to find a smarter way of doing things.
A multilingual advertising campaign that incorporates elements of Singaporean culture and icons will connect you with your audience and broaden your reach. The local dialect “Singlish” is a unique part of Singaporean identity, with distinctive pronunciation, the borrowing of words from other languages, abbreviated phrasing and a relaxed attitude to grammar. For example, "Have you eaten?" is expressed as “Eat already?” However, advertisers should only use Singlish if they know how. Otherwise it can be seen as offensive.
It is also important to note that Singapore’s media landscape is highly regulated, reflecting the government’s priority to maintain social harmony and national security. The government itself runs regular value-driven advertising campaigns that encourage national pride, civic engagement and environmental stewardship.
Do’s when targeting Singapore
- Do dazzle with design: As a cosmopolitan metropolis, Singaporeans are exposed to global trends and have high expectations for aesthetics and user experience. As the market is extremely competitive, brands need a strong visual identity to stand out from the crowd. Build trust with good design – a polished brand communicates professionalism and quality, making potential clientele less suspicious in this scam-conscious society.
- Do go mobile: Optimise your brand for consumers on the move. Consider short-form, visual storytelling techniques such as videos, interactive content and infographics to drive engagement on small screens. Make sure you have a presence on local aggregator platforms such as Lazada and Shoppee, which connect consumers with local businesses, and invest in advertising on these sites.
- Do double down on discounts: Singaporeans can’t resist a bargain and respond positively to limited-time promotions and freebies. The FOMO is real – local consumers are always looking for a good deal on high-quality products. While they can be sceptical, they are easily swayed by word-of-mouth advertising and are more likely to trust recommendations from friends rather than direct ads.
- Do make a mascot: Brand mascots bring brands to life and have long been used as a powerful marketing tool. Beyond their viral appeal to children, mascots offer a treasure-trove of merchandising opportunities and are instantly recognisable, making them an effective way for brands to reach their customer base. Cute is the way to go – take cues from Japanese kawaii culture when designing a mascot.
Don’ts when targeting Singapore
- Don’t be indecent: Although Singapore is a modern, multicultural society, the general mindset is still very conservative. The Singapore Code of Advertising Practice sets high standards for decorum, so it is always better to lean on the side of modesty, rather than racy, hypersexualised advertising. For example, the “Super Seven Incher” from Burger King attracted a lot of attention but was met with public disapproval.
- Don’t mislead: While they may generate a lot of interest, publicity stunts may result in backlash and negative press. Singaporean audiences don’t like to be misled, even if it’s for a good cause. In 2017, a local mobile network operator created an ad about the lack of mobile plans in Singapore, using a visual style that resembled a humanitarian campaign. Local creatives found it insensitive and dismissive of real-world issues, so make sure you conduct thorough research before surprising Singaporeans with a stunt.
- Don’t be condescending: Advertising strategies that talk down to Singaporeans will alienate your demographic. Don’t insult the audience’s intelligence, act superior or use stereotypes. To advocate early parenthood, the “I Love Children” campaign plastered busy MRT stations with cartoon visuals and slogans such as “Fertility is a gift with an expiry date” and “Women are born with a finite number of eggs.” This drew backlash for its insensitivity and scaremongering tactics.
- Don’t play with fire: There are plenty of loaded topics for Singaporeans so it is best to err on the side of caution. Some sensitive topics include immigration and compulsory National Service. Even with the best intentions, delivery is everything. For example, the National Crime Prevention Council recently launched an anti-harassment campaign using rhyming slogans and puns such as “If you molest, we will arrest” and “Don’t get rubbed the wrong way” which were criticised for being distasteful and making light of a serious issue.
A Case Study in Effective Advertising in Singapore
In 2013, candy brand Mentos launched “National Night”, a 3-minute ad to promote limited-edition packaging during one of the most popular advertising periods of the year, Singapore’s National Day. Inspired by the government tradition of releasing a new National Day song every year, the catchy hook of this ad called upon Singaporeans to show their patriotism by fixing a national crisis – the nation’s low birthrate. This R&B earworm was filled with cheeky innuendo and Singlish references, engaging the tech-savvy population (“Let me SMS the details of our last-night Dooty Call”) with humorous lyrics (“Come on now let’s get that baby bonus”/”I can’t wait to buy a $900 stroller”) and patriotic urgency (“It’s time to do our civic duty”). Despite its suggestive thrusting, the cuteness of the heart-shaped mascot proved irresistible.
Initially deemed “mortifying” by locals and rejected by Singaporean media outlets, it quickly went viral internationally, making the front page of the Wall Street Journal and receiving coverage on more than 200 international news networks and blogs. The local audience eventually warmed to the ad, the web hit racking up 10,000 downloads in 9 days. Mentos sales more than doubled during this period. The success of this creative advertising campaign hinged on its capacity to strike a balance between humour and innuendo, without going overboard.
Balance is the Key to Marketing Success in Singapore
While you want to make an impression, aim for a respectful and informative delivery to draw the attention (and not the ire) of the Singaporean market.
By focusing on positive communication, core values and cost savings, your brand can create an effective campaign that makes an impact on locals. Contact us if you need help to develop a targeted advertising solution in Singapore.
