ALICIA GOH

Story time

Client: MCI

Objective: To shift Singaporeans’ mindset towards skills upgrading, as a way to prepare themselves for the future economy.

Insight: Fear can be an irrational factor in stopping Singaporeans from taking the leap to learn new skills. Anything new can be daunting. It can influence inaction. And it happens to the best of us. Sometimes, we tend to overthink the worst case scenarios when we want to make a change. And when we conjure up distressing images in our heads, it can hold us back from taking the all-important first step.

Idea: Change can be hard and scary. But your first step doesn’t have to be.

GAME OF CHANCE

Background: Breast cancer is the most common cancer in Singaporean women. In fact, 1 in 13 women will get it in their lifetime. The likelihood has increased dramatically over the years.

Objective: To urge women not to take chances on breast cancer.

Idea: To tell the story through a familiar childhood game, Pass the Parcel. Like the game itself, breast cancer can hit any woman – young or old, even the healthy and fit.

Not quite Coachella. But this homemade concert is proof that you don’t need a Lady Gaga-star-studded-global event to bring everyone together in Singapore during the early days of the pandemic.

Client: Otsuka Pharmaceutical

Recognition: Effie Singapore, Gold & Silver / Mob-ex, Silver

Effie Singapore 2018 – Silver, Brand Experience

Gong Awards 2018 – Finalist, Best Use of Live Outdoor Experiences

Client: Toshiba Asia Pacific

Gong Awards 2018, Bronze, Digital & Interactive Design

Actual Microsite: http://happierlivingtoshiba.com/main/

Task: Corporate Branding

Context: 2008 & 2009 were sluggish years thanks to the global financial meltdown. Everyone was still feeling wary, not in particularly good spirits. We wanted to inspire our clients and partners with our own brand of positive thinking and pick up our mantra in the lunar new year.

Insight: Most people will turn to the conventional wisdom of fortune telling to see what does the year hold for them.

Idea: Fortune sticks with a good twist

Execution: Direct (with a mobile app version in mind)

Recognition: Spikes Asia 2010, Finalist, Direct Mail

Client: Malaysia Agrifood Corporation

Product: Paiola Tropical Fruits

Year: 2009 #10yearschallenge #throwback

Problem: Homegrown papayas, bananas, star fruits are like the low-hanging fruits in Malaysia and Singapore. They are not as exotic, sexy, and highly-regarded as the Korean strawberries or Australian blueberries.

Opportunity: People often associate their perfect vacation with island getaways. Naturally, tropical fruits are an essential element in every beach holiday. It’s part of the experience.

Idea: A tourism campaign of which locals explore and fall in love with their own “tropical paradise”. Turning common fruits into exotic national treasures – stuff that Westerners can only dream of and drool over.

A PR-led campaign for Zespri (that didn’t launch in 2019) Still, it was way way way before John Krasinski’s Some Good News.

Branding | Corporate Identity | EVP |

Transforming a 41-year-old IT legacy company into a humanity-inspired tech powerhouse.

What does your tomorrow look like?

The world is an unpredictable place that runs in cycles. Instead of just predicting the future or betting on trends alone for thought leadership, we simply look at how everyone can benefit from the transformative nature of innovation to make tomorrow safer, healthier, sustainable, collaborative, inclusive, human, inspiring, and so much more.   

The platform unlocks the rich possibilities for NCS to not just be a powerful voice in the thought leadership space, but a leading voice in times of disruption.

Brand experience | Customer experience | Thought leadership platform

A cohesive brand narrative and experience came to life at NCS Impact — from keynote addresses to product showcases and breakout sessions.

This is the result of a great collaboration between the client, brand agency, and event agency.

Card Concept and Launch Video

This is the world you should live in.

Open. Frictionless. Borderless.

From Singapore to San Francisco.

Online shopping to grocery shopping.

Staff of Wizardry to stuff of dreams.

Currency exchange to gifts exchange.

Nothing should stand in the way of what you want.

With a card that brings everything you love closer.

Get used to calling the shots. Because you get to choose what your next card will be.

Cashback or miles? Your call. Rewards? You decide. Go on unique gastronomic adventures. Explore the world your way. Savour life as only you know how.

Data Passport

A business idea during the pre-pandemic days

Client: Honda Malaysia

Yakult x Schooling – Billions Strong

Recognition: Gong Awards 2018, Finalist, Film

Tiny effort, mighty smart

Client: FairPrice

Background: FairPrice Online is not a new online store. In anticipation of its new rebrand launch, we need to build a new perception of its online store with a slightly tongue-in-cheek positioning.

Idea Platform: An intriguing space never been explored or owned by brick and mortar / online retailers before: a concept store that challenges shoppers’ perception of the supermarket format, and the notion of convenience.

Idea Synopsis: A PR-led relaunch campaign that will capture the imagination of the nation with this takeaway: it only takes the tiniest effort to shop smart at FairPrice Online.

Client: Island & Peninsular

The product: A massive home auction carnival

The Idea: To show how crazy cheap the houses were going for, we caught home buyers by surprise with a playful “home” page take over as they browsed for homes on various websites.

Client: Central Narcotics Bureau

Task: To get Singapore to join a dance movement for a #drugfreesingapore

Brand Experience | Activation | Microsite | Social

Challenge: DBS wanted to take over double digit shopping days with their bank-wide offers. Tough. As we had to compete with the noise of Shopee or Lazada and every other retailer out there with big celebrity budget on 11.11 and 12.12.

Idea: We tapped on our very selfless Asian ways of showing love to demonstrate how everyone can give a little love, especially in the time we need it most.

Execution: A series of love languages we “speak”. Anything to show self-care, and that we care.

Results: Clients felt the love and hit their goals on a cute level. We wrapped a challenging 2021 on a happier note.

Tech Integration | Mobile Utility | Wearable | Behavioral Change | Social Study

Client: Telco / Tech Startup

Insight: We adapt to city life by developing sensory blinders, blocking out things around us. In a crowded setting, we’re less attuned to everything around us. In fact, we’re so used to being anonymous and detached in crowds that the thought of being surrounded by others is enough to make us feel less helpful. Being in a crowd automatically relinquishes responsibility regardless of how kind you are in private.

Solution: Recondition these tendencies and behaviours with a little nudge. We can’t urge people to stay away from their mobile screen or feel less stressed in public space, but we can turn kindness into autopilot mode.

Idea: Integrate kindness into our daily touch points and help people become more intuitive with their surrounding, without sacrificing their “mobile screen time”.

Charity | Brand Experience | Fund Raising Campaign | Social Experiment | Integrated PR

Client: PT Foundation

Context: PT Foundation is a non-profit organisation established to provide care and support for the marginalised people with HIV+. They came to us in hopes to rebrand the organisation for higher visibility so that more corporations will help them out with funds.

Problem: The real problem is more than skin deep. It starts with the stigma of HIV+ regardless of age, gender, skin colour and time. The disease begins and ends with discrimination. Even corporations view people with HIV+ the same way as the public.

Solution: In order to destroy the hate from stigma, we needed to build the wall that divides first.

Campaign Roll-out: The campaign began with an effort to encourage everyone to start the conversation, by voicing out negative thoughts on people living with HIV+.

“The Rise of The Wall” - Radio 30 Secs to drive people to ‘The Wall’
Whisper
SFX: Opens with the sound of faint whispers. It gets clearer as the talking goes.
FVO: Look at them, such a disgrace...they don’t belong here...eww...get rid of them before they infect us...they're a burden to society...they're better off dead...doesn't concern me...it's their fault...why should I care?...stay away from them...go to 'hell'...
Anncr: Say what you mean, mean what you say about HIV+ people. Write it on thewall.com.my.

Client: SPC

Objective: To get car owners to use SPC SYNACE Synthetic Engine Oil.

Problem: Unless you’re a motorhead; chances are, people don’t think much about engine oil as an important part of car maintenance.

Idea: A bubble-wrapped car to drive home the message of how to regularly protect cars.