To commemorate Singapore’s 59th National Day, Yeo’s launched the "Refresh Your Dreams. Refresh What Matters" campaign. This initiative aims to inspire Singaporeans to pursue their unique aspirations, reinforcing that personal dreams matter most. The campaign’s message, "No other dream to chase but your own. Because in chasing your dream, you show us we can all dream differently," seeks to strengthen the bond between Yeo’s and the local community while celebrating the spirit of ambition and pride in Singapore.
By localizing a broader regional theme, we made sure the campaign resonated with Singaporeans’ hearts and reflected their dreams. Unlike many brands that focus on "dreaming big," we set ourselves apart by resonating with the dreams at night before we bring our consumers to the dream of the heart, by highlighting how their dreams could come true in meaningful ways.
The contest sparked engagement across the community, inviting Singaporeans from all walks of life to share their dreams. This diversity emphasized the inclusivity of Yeo’s message, making room for all dreams, big or small.
At its heart, the campaign aimed to reignite the hopes and aspirations of Singaporeans. Through a phased approach, we created a platform for dream-sharing and motivated participants to take actionable steps toward achieving their goals. This aligns with our foundational understanding of dreams, reflecting personal aspirations and subconscious desires. Annette’s interpretation further emphasizes recognizing these individual aspirations and encouraging everyone to embrace their unique dreams.
Phase 1: Refresh Your Dreams
The campaign kicked off with a microsite where Singaporeans shared their dreams. This platform became a source of inspiration and positivity, encouraging participants to dream again. Visitors could also send well wishes to World Champion Kite Foiler Max Maeder, reinforcing the campaign’s theme of perseverance and dream-chasing.
Social media played a vital role throughout all three phases of the campaign. We featured four pioneers who pursued their unique dreams and highlighted World Champion Kite Foiler Max Maeder. Competing in the Olympics during the campaign, Max’s perseverance and resilience became central to our message.
Max’s participation in the men’s kite final on August 9, Singapore’s National Day, where he secured a bronze medal, was seen by many as a meaningful gift to the nation. His journey, seamlessly integrated into the campaign, aligned perfectly with the National Day celebrations, inspiring countless Singaporeans to pursue their dreams. His story, highlighted through social media, drew further attention to the microsite and the “Share Your Dream” competition, boosting engagement and excitement.
Phase 2: Ignite Your Dreams
Yeo’s collaborated with popular singer and content creator Annette Lee on the You Can Dream music video to fuel the spirit of aspiration further. This collaboration created excitement, particularly among younger audiences, as Annette’s presence amplified the campaign’s message across social media.
Additionally, we produced two street interview videos. The first featured a heartfelt conversation between Max Maeder and a local character played by Annette, Auntie Susan, discussing their dreams and challenges. The second showcased the dreams shared among friends, partners, and families, highlighting the diverse aspirations of everyday Singaporeans. These stories resonated with viewers, demonstrating how personal dreams can inspire a collective movement.
Phase 3: Celebrate Your Dreams
The final phase celebrated the dreams of Singaporeans. Through online media amplification, we encouraged audiences to share their dreams and reflect on what it means to "dream differently." A moving moment in the campaign was a conversation between Max Maeder and Auntie Susan, inspiring viewers to contemplate their own goals and contributions to Singapore’s future. Social media activations during this phase allowed participants to share their stories, contributing to a growing narrative of hope and ambition.
Campaign Success and Impact
The "Refresh Your Dreams. Refresh What Matters" campaign connected Yeo’s deeply with Singaporeans. By aligning the campaign with local values and aspirations, we reinforced the importance of staying locally relevant, even within a broader theme.
The contest drew widespread participation, inspiring Singaporeans from all walks of life to dream big, while the collaboration with Annette Lee helped us reach a younger, digitally active audience. Her social media influence was key in extending the campaign's reach, turning dream fulfillment into a buzz-worthy topic across platforms.
With over 5 million impressions and positive engagement, the campaign highlighted Yeo’s as a supportive brand that uplifts local ambitions. The emotional resonance of the dream-chasing theme, combined with the powerful collaborations and heartwarming stories shared throughout the campaign, ensured that Yeo’s remains a brand deeply rooted in the Singaporean spirit.
In the end, we didn’t just refresh dreams—we refreshed the belief that everyone has the power to dream differently, to pursue their goals, and to inspire others to do the same. Yeo’s continues to stand by the community, reminding us all that when we chase our dreams, we inspire others to do the same.
October 2024
