City Serviced Offices, a subsidiary of City Developments Limited providing business workspace solutions for everything from start-ups to multi-nationals, has launched a new campaign via independent agency, Blak Labs.
The campaign features intriguing stories detailing exceptional service from the
City Serviced Offices team, based on actual experiences with clients.
“Beyond office spaces, it’s our uncompromised approach to service that’s made us famous over the last 10 years,” says Annie Abraham, Vice President of City Serviced Offices. “No request is too small and our dedicated team takes pride in delivering results with a personal touch, so tenants can focus on what’s most important – growing their business.” “Each ad in the campaign is a true account of how the City Serviced Offices team made the impossible truly possible,” continues Charlie Blower, Co-founder and Managing Partner of Blak Labs. “If you find these stories remarkable, you’ll understand why ‘service’ is their middle name!”
The campaign breaks this quarter across strategic outdoor sites in the central business district, together with a refreshed website and printed collaterals.
Chinese New Year is a time for traditions such as family reunions, the giving of “gold” in the form of oranges and the exchange of Ang Pows.
TANGS, Singapore’s iconic shopping destination, feels it’s time to freshen up everyone’s favourite tradition, the giving of Ang Pows, by giving it a more contemporary and meaningful twist.
Introducing the ‘Get a blessing, Give a blessing’ charity drive. TANGS customers are encouraged to donate a portion of their festive funds through these limited edition Ang Pows which can be cleverly divided into two smaller ones. They can then drop one smaller Ang Pow into the donation boxes at TANGS, with all proceeds going to Singapore Children’s Society.
“Chinese New Year is a time of giving and sharing joy,” says Kevin Dyson, Chief Operating Officer of TANGS. “Following the success of our Shop for Good initiative, we saw an opportunity to extend the goodwill at different times of the year. As we welcome the Year of the Monkey, we hope our customers will extend their wishes for health and prosperity to the less fortunate by giving generously.”
This initiative was developed in conjunction with independent creative agency, Blak Labs. “It’s a tradition to give an Ang Pow as a blessing. Now, you can pass the blessings to those who need it most,” adds Charlie Blower, Managing Partner of Blak Labs.
Limited-edition Ang Pows are available, while stocks last during the festive season, from TANGS at Tang Plaza and TANGS VivoCity.
Love is golden in 2016. This Valentine’s Day, Degussa, Europe’s leading precious metals trading house, celebrates the season with a fine selection of gold coins, bars and jewellery – allowing you to select the most exquisite gifts for your loved ones.
“Just like love, gold stands the test of time,” says Bunnarith Lo, Marketing Director for Degussa Singapore. “With the opening of our flagship store on Orchard Road, Singaporeans have the unique opportunity to present a precious and timeless gift to someone special.”
With the help of boutique agency, Blak Labs, Degussa has launched a witty campaign that puts you in the mood for love – and gold! The campaign runs in key print publications and digital media this month.
“Nothing says ‘I love you’ more than the gift of gold.” says Charlie Blower, Managing Partner of Blak Labs. “It lasts much longer than traditional Valentine’s gifts and like love, it appreciates over time.”
About Degussa
Degussa as a brand is a synonym for quality and reliability in the field of precious metals. Degussa Goldhandel AG, Switzerland, has been active in the market since 2012. The head office of Degussa Goldhandel GmbH is located in Frankfurt. Degussa products and services are available at branch offices in Stuttgart, Munich (2), Frankfurt, Cologne, Hamburg, Berlin, Nuremberg, Hannover and Pforzheim as well as in Madrid and at Degussa Goldhandel AG in Zurich. The comprehensive portfolio of Degussa is completed by an online shop, available to customers 24 hours a day, 7 days a week, which offers constantly updated prices, high availability and fast processing. In August 2014, Degussa Group acquired its own precious metals refinery in Pforzheim, Germany. The refinery is active in the reprocessing of scrap precious metals as well as the production of upstream products for the jewellery industry.
Products and Services
Apart from its worldwide renowned precious metal bars made of gold, silver and platinum with the characteristic diamond-shaped Sun / Moon logo, Degussa also offers a wide range of bullion and collector coins. Top-class experts are available to customers in the field of numismatics for the assessment as well as for sale and purchase of historical coins ranging from antiques to those of recent times. Clients have the possibility of storing their precious metals stocks at Degussa’s high-value storage facility and at certain branches Degussa offers safe deposit boxes. Furthermore, Degussa has a “VAT-free” storage facility, which is also available to its customers.
Gardens by the Bay recently re-appointed independent Singapore agency, Blak Labs, following a tender.
The appointment is for 2 years with the option for the client to extend for 12 months.
Blak Labs continues to create all local and international branding efforts for the People’s Garden and works hand in hand with the client’s media, digital and PR agencies.
On the appointment, Charlie Blower, co-founder and Managing Partner of Blak Labs said:
“From day one, we’ve grown our relationship with Gardens by the Bay by delivering great creative with our proprietary Creative Care®. So to be reappointed yet again, especially when we were up against some of Singapore’s top agencies is particularly rewarding.”
This is the third time that Blak Labs has successfully tendered for Gardens by the Bay. The Singapore boutique pitched for the launch in 2011, followed by another tender for a further 2 year appointment.
For more information about Blak Labs, please contact Charlie Blower at charlie.blower@blaklabs.com
Local fund management company, Phillip Capital Management, has launched a new advertising and marketing campaign via boutique creative agency, Blak Labs, after an intensive 3-way pitch in July.
The campaign introduces key ‘Investment Phillipsophies’ that underscore Phillip Capital Management’s success over the last two decades in providing financial guidance and relevant strategies to navigate changing markets.
“When it comes to fund management, every firm has its own house rules. We apply a good dose of prudence, due diligence and strong local knowledge in selecting companies we feel will deliver results over the long term,” says Vivien Lim, Manager, Investment Solutions. “Blak Labs has distilled our unique approach into a memorable mantra that demonstrates the way we operate.”
“To bring each Phillipsophy to life, our writers spent hours with fund managers, understanding how they evaluate opportunities against risk or reward,” explains Charlie Blower, Managing Partner of Blak Labs. “The result is an insightful campaign that demonstrates the rigor behind every investment decision.”
The campaign breaks this month in The Edge magazine in Singapore, specifically targeting the investment community. Product ads for popular funds, such as the Phillip Real Estate Income Fund and Phillip Income Fund, will follow in conjunction with roadshows, seminars and a refreshed corporate website.
The original post was first published 10 months ago following World Marrow Day in 2015.
On 14th May this year I met the lovely Jane Prior, CEO of Singapore’s Bone Marrow Donor Programme, at the BMDP Gala. She made my night when she told me that the exhibition Blak Labs created has resulted in 12,000 new sign-ups as potential Bone Marrow Donors. Now if just one of those potential donors can follow through when they’re called on and save a life…well, that would be something.
For the best part of a year, the Bone Marrow Donor Programme (BMDP) has been working with Blak Labs to build an integrated recruitment campaign to sign up new donors.
The campaign called “#Match4Life” launches across digital, outdoor and social channels just in time for the inaugural World Marrow Donor Day on September 19th. At the heart of the campaign is an exhibition at 313@Orchard as well supplementary street team activities to drive awareness and donor recruitment.
Featuring past recipients of bone marrow donations, as well as young donors from the Malay, Indian and Chinese community, the exhibition content shows how the act of becoming a donor matches two complete strangers in a life-saving bond.
“When we receive a request to find a match for a patient, all other treatment options have failed and at that stage it’s transplant or die. Our challenge is that there is a 1 in 20,000 chance of finding a matching donor,” said Jane Prior, CEO of Singapore’s Bone Marrow Donor Programme.
“It’s a huge issue as 6 people in Singapore are diagnosed with a blood cancer such as lymphoma or leukaemia every single day. For many of these patients a transplant is their only chance of survival which is why we urgently need more people to sign up and join the register,” Prior adds.
The campaign is the first phase in the BMDP’s drive to grow the registry by 50,000 new donors over the next three years, but it faces a number of challenges. Amongst these, Prior cites misconceptions around donation methods, loss of virility and faith as being the hardest to overcome.
To create the content, Blak Labs taped a series of interviews with survivors and donors to get their experiences straight from the heart. For video content, please refer to the Youtube playlist: https://youtu.be/iUTRbnLArDc
The team also completely redesigned http://bmdp.org/ to ensure ease of recruitment.
“We’re delighted to be able to support BMDP in their drive to reach 50,000 new donors. This isn’t just another campaign. If it works, it actually means that lives will be saved,” said Charlie Blower, Co-Founder and Managing Partner of Blak Labs.
“The campaign is deliberately lo-fi and unfiltered because we want the real emotions and experiences of these remarkable survivors and the amazing donors to come through,” adds Blower.
In addition to support from Blak Labs, the BMDP campaign has been helped off the ground with media sponsorship raised through UM, backend digital support from Crimson Works, photography by Ric Tang of Tangography and video production by The Reel Thing.
“We’d like to take this opportunity to thank the team at UM. They’ve done a fantastic job of securing media sponsorship worth S$120,000 across multiple channels and media owners. The guys at Crimson Works have also worked hard to help us simplify the registration process. Now it’s easier for potential donors to sign up. And with Salesforce support, it’s faster for BMDP to get their swab kits out to potential donors. The support from the guys at The Reel Thing and Tangography has been amazing.”
Team
Creative Directors: Charlie Blower, Elsa Peck
Art Directors: Royston Ang, Regina Lee
Digital Designers: Regina Lee, PeiWen Low
Copywriters: Charlie Blower, Elon Law, Alicia Tan
Producer: Ken Tam
Photography: Ric Tang, Tangography
Retouching: Evan Lim, The Rabbit Hole
Production: Chee Kin, Joe, The Reel Thing
Digital developers: Alex, Leo, Crimson Works
Printing: HP, digione
Media: UM, YiLiang, , Ray Pak,
About The Bone Marrow Donor Programme
The BMDP is a charity and IPC responsible for building and managing Singapore’s only register of volunteer donors who are willing to donate their bone marrow to save the lives of patients with leukaemia and other blood diseases and who need a transplant to survive. The BMDP also provides a service to the hospitals to find a matching donor for their patients. So far almost 500 patients have been given a chance of survival through the work of the BMDP and the need grows every year as transplants become a routine treatment for these most common forms of cancer. More details are at http://bmdp.org/
About Blak Labs Pte Ltd
Established in 2010, Blak Labs is one of Singapore’s fastest-growing integrated creative independents. With its focus on Creative Care®, the micro-agency has successfully attracted projects from Maybank (Singapore), Gardens by the Bay, CDL and has recently set up a new venture in Myanmar.
For more information about Blak Labs, please contact Charlie Blower at charlie.blower@blaklabs.com or call +65 9007 8195.
If you haven’t already heard, Blak Labs is now open in Myanmar. The folks at Marketing Interactive asked a few people for their thoughts…we were happy to contribute.
‘Subject: ‘IMPORTANT!!’ I didn’t recognise the name of the sender, let’s call her Nadia Johnson. What could it be? What have I missed? Is it the bank? Tax office? Maybe it’s something good? A publisher with a huge cheque wanting to turn this blog in to a book? What could it be? Should I be worried? Excited? Turned out ‘Nadia’ was a student looking for a job.
So it was a kind of trick. I guess Nadia thought that if she put ‘IMPORTANT!!’ in the subject box I’d read on. She was right. But she hadn’t considered how I’d feel by the end of the email – tricked. So if someone asked me to pick one email from my inbox that wasn’t important, I’d pick that one. Because she’d forced me to assess its importance.
In advertising, over-claiming is second nature . It’s easy to get clients to buy it, but hard to get the public…
Our latest experiment is building a business in a new market. And here’s our new office at Hotel Yangon, complete with wifi, table, chairs and our team. Our first work is now in the market and making the competition nervous – our clients’ competition, that is.
If you have a project you’d like to discuss, please contact Charlie.blower@blaklabs.com.mm Ruth.goh@blaklabs.com.mm
Or if you prefer to connect in the local language, please connect with
City Serviced Offices, a subsidiary of City Developments Limited providing business workspace solutions for everything from start-ups to multi-nationals, has launched a new campaign via independent agency, Blak Labs.
“Each ad in the campaign is a true account of how the City Serviced Offices team made the impossible truly possible,” continues Charlie Blower, Co-founder and Managing Partner of Blak Labs. “If you find these stories remarkable, you’ll understand why ‘service’ is their middle name!”
Blak Labs blog 
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