This year, Shopee Singapore is going for a hyper-localised approach with their 9.9 Super Shopping Day campaign. They have decided to prominently feature local icon Phua Chu Kang in their ad as their brand ambassador. Such a partnership hints at Shopee’s tremendous efforts to involve themselves in the local market.
Phua Chu Kang is a character from a local sitcom that features the life of an eccentric contractor in Singapore. Played by Gurmit Singh, he was greatly adored by the Singapore audience due to his comedic yet relatable persona.
Since the show aired, Phua Chu Kang has become a household name amongst many Singaporeans. His ability to engage Singaporeans of all ages aligns with Shopee’s vision of connecting with the locals. By choosing to have Phua Chu Kang as the face of their campaign, Shopee’s ad manages to significantly appeal to the local population. In addition, his over-the top personality and comedic nature make for a lighthearted and lively advertisement, which goes well with the whole vibe of the ad. They have even incorporated his classic catchphrase “Don’t play play” as part of the campaign!
“PCK has always been a celebrated local icon and at Shopee, it was particularly meaningful for us to appoint an ambassador that creates a sense of oneness amongst local communities,” said Shopee’s chief commercial officer Zhou Junjie.
This ad cleverly coincides with the recent release of “Best of Phua Chu Kang Pte Ltd” on Netflix, which helps to garner more attention and generate buzz around Shopee’s 9.9 Super Shopping Day event. Indeed, the marketing team at Shopee has not left anything up to chance. The use of an extremely catchy tune further serves to drive the impact of the ad as it leaves a lasting impression in the viewers’ minds.
Overall, having Phua Chu Kang as their brand ambassador this year was definitely a smart move on Shopee’s part. With Phua Chu Kang spearheading Shopee’s advertising efforts for their 9.9 Super Shopping Day, this big sale event is bound to kick off without a hitch.
Branding
Digital Strategy
PR & Communications