Grey Singapore Launches New Brand Identity for Spark Connections

Launch is supported by an integrated campaign that includes influencer marketing

Grey Singapore has collaborated with Spark Connections to launch a new brand identity – a platform that offers fun and exciting activities for people to enhance their social lifestyle.

The new brand strategy promises to never stop finding new ways to inspire individuals to step out and embrace new possibilities. With a brand-new look and tagline, the launch is supported by an integrated campaign that includes influencer marketing.

The ‘Serendipity Awaits’ campaign is an ode to Singaporeans who embrace new experiences and exciting possibilities in life. It has been kickstarted with a series of pre-launch guerrilla installations in parks, urban spaces and at partners island-wide, embracing the notion of serendipity contextually.

The new brand aesthetic is revealed at ‘Hey, Serendipity!’; a month-long festival with over 30 free events such as a night tours at the Museum of Ice Cream, longboarding with Odyssey Boards, graffiti painting with Heaven Spot and snorkeling with CuddleFish Divers. The campaign will be further amplified by influencers, including Eswari Gunasagar, Aiken Chia, Xenia Tan and Zhin Sadali. A bite-sized launch video titled ‘Spark New Experiences’ was rolled out to encourage signups for $100 credits which can be used for the newly curated activities on its website after the festival.

“The rebranding stems from the endless allure of life in other places and meeting new people that our target audience are constantly exposed to, either from photos they see on Instagram or their constant hearing of the amazing things friends have done or are going to do. We leverage on the persisting FOMO mindset and urge them to be on the lookout – to be in the right place at the right time, in real life; in this beautiful tropical country of ours. All the design and communication touch points are a reflection of that,” says Aaron Phua, executive creative director for Grey Singapore.