Singapore was tired of being everyone's postcard. Glossy skylines, fancy malls, predictable itineraries, it was time to break the loop. The Singapore Tourism Board aimed to reframe how young Indians perceived the country: not just as a stopover, but as a vibe. Something you'd live, not just visit.
So we did what every play-it-safe campaign wouldn't — handed over the mic. "Is This Even Singapore?" became a cultural experiment powered by creators, chaos, and curiosity. What followed completely flipped the script on tourism storytelling.
01. The Challenge
The Singapore Tourism Board wanted to reimagine how young Indians see Singapore. The task was to break past the clichés of "luxury shopping and city skylines" and instead unlock a fresh, youth-led narrative. The challenge? To make Singapore culturally relevant, exciting, and relatable to Gen Z and millennials in India.
02. Our Approach
We flipped the traditional playbook. Instead of telling India about Singapore, we let India show Singapore through its own lens.
- Launched a nationwide creator contest "Is This Even Singapore" inviting Indian creators to co-author Singapore's story.
- Blended short-form, high-engagement content (Reels, Stories) with longer storytelling formats (Carousels, YouTube vlogs).
- Activated a diverse influencer mix: emerging creators for authenticity, and mega Indian celebrities with 1–4M+ followers for scale and credibility.
- Designed the contest page with an integrated form link on Instagram, making participation seamless and buzz-worthy.
03. The Impact
The campaign shattered expectations within just 60 days:
- 100M+ Views (vs. projected 50–55M)
- 80M+ Reach (vs. projected 35–40M)
- 2.33M+ Likes
- 13.1K+ Comments
Not only did the campaign exceed every KPI, it created a cultural moment. By letting young Indians tell the story, Singapore became more than a destination; it became a shared experience, resonating deeply with a whole new generation.
