Workers Building Singapore Skyscrapers – Coke Sent Care Packages to Migrant Workers

Sodas Came With Messages of Encouragement and Thanks

A few weeks back, drones buzzed up to high-rises under construction in Singapore and dropped off cans of Coke to the migrant workers building the towers. Tucked into the care packages were 2,734 messages from Singaporeans thanking the tradesmen for their hard work.

The idea was to link two communities that don’t often come into contact – Singaporean nationals and the migrant workers who travel far from their countries to build the city-state’s apartment buildings, offices and schools.

Ogilvy & Mather Singapore and a non-profit, the Singapore Kindness Movement, worked with Coca-Cola on the project, dubbed “Happiness From the Skies.”

It’s part of Coke’s international campaign called “Where Will Happiness Strike Next?”, bringing the brand theme of happiness to places that could use some cheer. (Another Singaporean example from the campaign was a vending machine set up for stressed-out college students during exams — it dispensed Cokes if you hugged it.)

What happens when drones deliver Coke to Singapore construction workers?
What happens when drones deliver Coke to Singapore construction workers?

This time, Coke approached Ogilvy and said, “we want to do something with the drone, which is the harbinger of death and destruction — so how do you take this technology that does evil and turn it into good?” said Eugene Cheong, chief creative officer of Ogilvy & Mather Asia Pacific.

Ogilvy homed in on the idea of using drones to reach migrant workers at building sites. Coming from places including India, China, Bangladesh and Myanmar, guest workers make up about a third of the workforce in Singapore, known for its rapid development and high standard of living. The influx of foreign low-wage workers has brought societal tensions and divisions.

“These guys are a community within a community, they are walled off … and when they work they’re usually up there in these high-up places that are difficult to reach,” Mr. Cheong said. “We thought an appropriate use of drone technology would be to bring the messages up to them. If you use the drones to just deliver the messages to someone on the street, then it’s a bad use of technology.”

Hundreds of volunteers from the Singapore Kindness Movement asked ordinary Singaporeans to write messages of support to the migrant workers, then snapped photos of them holding the notes.

The photos were tied to Coke cans and delivered to more than 2,500 workers using several drones.

When the crafts landed, people weren’t always sure how to react.

Special delivery.
Special delivery.

“There’s that initial kind of trepidation with anything that isn’t a part of your everyday routine — you get skepticism, caution, you even get avoidance, and it always takes one or two really curious brave individuals to take the initiative,” said Leonardo O’Grady, ASEAN director of integrated marketing communications for Coca-Cola Singapore. “Then it’s like you open the floodgates.”

The workers were surprised by the notes — for some, what meant the most was the sense of being recognized, he said.

Some of Coke’s most memorable viral videos in recent years have come from Asia: The brand sent overseas Filipino migrant workers home to their families for Christmas (a real tear-jerker), and it used a cross-border game involving vending machines to connect people in India and Pakistan.

Around the world, Mr. O’Grady said, Coke is “increasingly looking at what cultural role our brands can play, rather than ‘what’s the communication message our brands can deliver?'”

Experience Digital by Mike Kent

25 HOT Start Ups making waves in 2014

There are a lot of hot tech startups around these days. Many of them are relatively new; others which have been operating for some years are getting significant momentum most recently. I have tried identifying 25 very promising ones. Those I think you should keep an eye on.

Please note that it´s my own personal compilation and that it does not claim to be complete. Saying that, I believe that it gives a good overview for both experts and anyone being interested in tech startups:
Launched in October 2013, Distractify is one of those viral story sites like BuzzFeed, Viral Nova and Upworthy. It aims for a mix of original content and repackaged content meant to go viral. Its founder and CEO Quinn Hu is not only just 20 years old, but also the boss of one of the fastest growing new Internet sites.
Storenvy is a fascinating site and home to emerging brands and inspired goods. It’s a place where you can launch your own custom store in minutes, and a site where you’ll discover amazing, one-of-a-kind things you can’t find anywhere else.
EYeka, founded in France in 2006, enables marketers and their agencies to leverage a wealth of creative ideas developed by a community of 250,000 creative individuals in 154 countries. 40 leading brands such as P&G, Kraft, Coca-Cola, Unilever, Nestle, Danone, Hyundai, Citroen and Microsoft are already tapping into eYeka’s community.
Expected to have more than 1 million registered users in 2014, Hukkster is a a free shopping tool which tracks products online for users and notifies them via text, email or push notification when products they want go on sale. You only need to “hukk” a product from more than 1,000 retailers, and Hukkster informs you whenever their prices drop.
Clarity is a marketplace that connects entrepreneurs with top advisers & industry experts to learn new skills, conduct market research, or get strategic advice on how to grow their business. Having over 30,000+ verified experts; many of which are very successful entrepreneurs (i.e Mark Cuban, Eric Ries, etc.).
Lyft, founded in 2012, facilitates peer-to-peer ridesharing by enabling passengers who need a ride to request one from drivers who have a car. Unlike traditional taxis, Lyft drivers do not charge “fares” but receive “donations” from their passengers.
Nimble is an innovative web-based CRM solution that brings together all contacts, calendar, communications and collaborations in one simple, free platform. Nimble’s core benefit lies in its ability to unify email, calendar activities and the most popular social channels (LinkedIn, Facebook Google+, and Twitter), and automatically link this functionality to business contacts. No more jumping from application to application.
Launched in 2010, people use Thumb to get and give feedback in virtually every area of life (music, artwork, shopping, hairstyles, relationships, movies, food, etc.). Thumb is a vibrant community where you’ll discover interesting things and people via an insanely engaging and instantaneous experience. Thumb it!
Launched in 2012, San Francisco-based Coinbase has become the most widely-used way to buy and transfer the online currency Bitcoin in the U.S. It´s growing into an international digital wallet that allows to securely buy, use, and accept Bitcoins.
Experts are betting that e-book subscription start-up Oyster can do for books what Spotify has done for music and Netflix for movies. Its library has over 100,000 titles with HarperCollins being the largest partner publisher.
The London-based social recruiting software startup matches relevant roles with potential candidates in the social networks. It is a smart, well-designed business software that is easy to use.
It´s a learning platform and community to learn vocabulary, languages, history, science, trivia and just about anything else. There are thousands of courses on Memrise. All free and all created by members of the community. Courses are available in many languages. If they don’t have what you want, you can join and create your own course.
Tinder is an edgy mobile dating app that lets users browse for potential suitors. The free app, which quickly has grown into a global phenomenon, is currently spreading like wildfire.
Founded in 2008 by Gabriel Weinberg is a search engine which experts describe as the biggest long-term threat to Google. It protects searchers’ privacy by avoiding the “filter bubble“ of personalized search results. DuckDuckGo also emphasizes getting information from the best sources rather than the most sources.
Chicago-based AdYapper tracks display and mobile ads, generating detailed verification data, consumer sentiment, real-time analytics across the entire ad buying ecosystem and centralize the data into one platform. AdYapper makes advertising performance data actionable so advertisers can optimize, and increase the efficacy of their ad buys.
The “curated food” startup Plated assembles and delivers meal “boxes” to its customers that contain all the ingredients and instructions they need to cook a tasty, healthy meal at home from locally sourced ingredients.
The San Francisco-based company has a great app to read news in a well-structured manner on the go. It provides the most critical pieces of information first, followed by expanded explanations, photos, related suggestions, etc.
Double takes everything you love about video calls on an iPad and puts that on a mobile base that puts the remote worker in control. Having your own Double in the office means you can be free to roam around anywhere without having to schedule a meeting.
It´s a startup that provides tools to help users connect their homes to their smartphones. It´s about turning your home into a smart home.
Whisper, being a hit since day one, allows users to send messages anonymously and receive replies. Users post messages which are displayed as text superimposed over an image, similar to greeting cards.
A network and exchange forum of more than 7,000 health providers and almost 4 million patients. Their mission is to create a healthier world by connecting patients with health providers and health data.
This New York online startup is the first open financial estimates platform. They allow buy-side, sell-side, and independent analysts to publish their forecasts for the fundamental metrics of public companies.
NationBuilder is the world’s first Community Organizing System: an accessible, affordable, complete software platform that helps creators grow and organize communities to achieve great things. A nation is group of people united behind a common purpose. Everyone who cares about what you are doing – your fans, followers, constituents, members, donors, volunteers, customers.
Founded in 2011 in Salt Lake City, USA it´s been described as “The cloud on your desk.“ Space Monkey is taking the cloud out of the datacenter by providing an affordable, subscription-based data storage solution, creating a faster and more durable way to store data from any device. It provides a device that stores one terabyte of online storage for $49 per year.
Although Flipboard has been around for some years, with users now having the option to create their own magazines, it´s more attractive than ever. A great way to have one´s favorite social networks, publications and blogs combined.


Experience Digital by Mike Kent

Great Branding Takes More Than Advertising

As digital disrupts more marketplaces, brands become more important and valuable – not less. They provide meaning and satisfy emotional needs. As consumers experience information overload, the tendency to gravitate toward what’s familiar increases. At the same time, reliance on traditional tools, like advertising, corporate identity programs, and PR, to build brands is waning. So how can companies strengthen their brands? Look at Apple: Since its “Think Different” ad campaign, it has withdrawn from image-building ads, kept a smaller marketing budget, and instead, focused brand efforts on creating a well-designed, holistic product experience.

Firms must be able to tell a meaningful story through actions and products, not words in ads or statements. Products and services should encapsulate a brand and communicate value without an additional layer of advertising.

Make your brand more central and embed it across the customer value chain.

Here is an interesting short article on the differences

The Differences Between Advertising, Marketing & Branding

by Diana Wicks, Demand Media

Businesses typically use advertising, marketing and branding to convince consumers, clients, stakeholders or external donors to buy their goods and services or invest in the organization. Many people usually misuse the three terminologies because their meaning can be confusing due to close their connections and unity of purpose. Knowing the differences among these words can substantially help your business grow because these elements help to increase the reputation of your product or company by keeping the potential buyer aware.

Marketing is a process that refers to the deliberate business activities your company executes to bring together buyers and sellers for the exchange or transfer of products. These activities include formulating marketing strategies to use alongside available resources such as social media, television, packaging and print media. Organizations whose employees face customers directly on a regular basis usually reiterate the importance of proper conduct when they have contact with the clients or stakeholders to enhance marketing ability.


Advertising is any paid announcement to the public by an individual sponsor or firm that aims to persuade potential or existing consumers to buy a product or service. It usually aggressively or indirectly involves putting the word out about a product through media such as newspapers, posters, television, radio or the Internet. Advertising involves a message you send toward a target audience and a medium through which to convey the message.


According to the American Marketing Association (AMA), a brand is anything that helps get potential buyers to remain loyal to your product or company, such as the logo, symbol, name or design. Branding involves the collection of things an audience expects and experiences, combined with the workings of all the brand elements, including typeface, logos, tagline or brand. It creates an association between, the potential buyer’s ideals and the particular make of a product, such as associating the color blue with some airlines due to the color of the sky.

Source of Confusion

The terms marketing, branding and advertising sometimes bring confusion regarding the best word among the three to adopt, as a result of their inter-connectivity and end result. For example, advertising may enhance potential buyers’ awareness of the particular brand, while loyalty to a brand justifies the cost of advertising spent on it. Likewise, advertising and branding are single components of the marketing process, while all three components work as a cohesive unit toward increasing sales and enhance the company’s reputation.


Experience Digital by Mike Kent