Singtel rallies local support for 99% SME movement

27 October, 2015

Ogilvy & Mather Singapore drives consumer engagement for first-ever nationwide campaign in support of SMEs

— Singtel and Ogilvy & Mather Singapore (O&M) have rolled out phase 2 of the 99% SME movement to spur all consumers to support local Small and Medium-sized (SME) businesses that make up 99% of registered companies in Singapore, employ 70% of the workforce and contribute 50% of the nation's GDP. This phase of the campaign, for consumer engagement, was launched with a new short film - ‘99% SME’ - which aired nationally as well as on YouTube.

Led by Singtel, DBS and MediaCorp, the 99% SME campaign culminates in the four-day SME Week, which runs from 29 October to 1 November 2015. The SME Week marks the first time that a collective of brands and businesses in Singapore have come together to rally consumers to use products and services offered by SMEs.

Eugene Cheong, Chief Creative Officer, Ogilvy & Mather Asia Pacific, said, “In making this campaign, and the film in particular, our task was to ignite affection and empathy for the SME by humanizing the abbreviation, and showing how the SME is, in fact, your neighbor who works very hard to make your life comfortable. By catching the unsung local businessman in his element, putting in an honest day’s work with no artificial posing or ‘marketing’ for the camera, we give the small business owners of Singapore the pride, dignity and stature they deserve so that their fellow Singaporeans will be rallied to act by pledging their support for SMEs.”

Andrew Lim, Managing Director, Business Group at Singtel, said, “The 99% SME campaign is the first nationwide movement which uses technology and social media to support SMEs’ business. The campaign is an excellent platform to help SMEs market their services and products to reach a wider customer base. We want the SME Week to encourage such businesses to adopt technologies and productivity measures that will transform their operations.”
“With an integrated marketing and publicity campaign, we hope the 99% SME campaign will grow and succeed in strengthening the SME businesses in Singapore,” Lim added.

O&M is further supporting the integrated marketing campaign across all channels through the creation of the campaign website, TVC, print, online, social media, direct email, location-based SMS offers, on-ground promotions and POSM in all participating SME businesses and partner channels, which will drive consumers to shop and dine locally.

To watch the 99% SME film, click here.
Visit the campaign website:


Project title: 99% SME
Client: Singtel
Creative agency: Ogilvy & Mather Singapore
Chief Creative Officer: Eugene Cheong
Executive Creative Director: Melvyn Lim
Creative Directors: Stephen Kyriakou, Shawnn Lai
Art Directors: Andrey Danilov, Sean Liu, Diana Lee, Catherine Chow, Errol Workman
Senior Copywriters: Roger Yong, Grace Tan
Account Management: Lee Yee Hew, Andrew Boggs, Angela Chan
Production house: ​ The Prosecution
Producers: Dan Li Lok, Alain Tan
Director: Roslee Yusof

About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. It was named the Cannes Lions Network of the Year for four consecutive years, 2012, 2013, 2014 and 2015; and the EFFIEs World's Most Effective Agency Network for two consecutive years 2012 and 2013. The company is comprised of industry leading units in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; health care communications; direct, digital, promotion and relationship marketing; consulting, research and analytics; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 500 offices in 126 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit, or follow Ogilvy on Twitter at @Ogilvy and on

Press Contact
Sarah Guldin
Ogilvy & Mather Singapore
+65 6213-6961

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