Making a brand or product relevant, globally or locally, depends on truly understanding micro audiences, their influencers and the trends of which they are a part. We work with brands to connect with audiences through culture, with a deep understanding of behavioural traits over traditional demographic groups.
We have a dedicated and expert team that includes strategists, planners, researchers and creatives, who relish the chance to develop trailblazing creative campaigns that resonate with all consumer audiences from Gen A to Z. We help brands position themselves at the intersection of popular culture and company purpose to drive brand love – globally or locally.
Singapore Airlines has maintained a reputation for excellence in both product quality and customer experience throughout its 70 years.
Connecting with the next generation of travellers is increasingly important to the airline’s future and its status as the world’s number one airline. FHF was tasked with bringing Singapore Airlines into consumers’ lives with a unique experience; to drive cultural connections and brand relevance across target consumers (millennials and Gen X.) We tapped into the major street food trend prevalent in millennial culture, and made Singapore Airlines the first brand to bring Michelin-starred street food to London’s streets.
Partnering with Singapore Tourism Board, Changi Airport and KERB, we brought a taste of Singapore to the UK with a three-day pop-up at Granary Square in King’s Cross for one of Singapore’s most-loved chefs and the world’s first Michelin-star street food chef, Hawker Chan.
As a result, 31 pieces of media coverage were secured, of which 97% included key messages for the campaign. Video content produced on the first day performed particularly well – a video filmed by Buzzfeed Proper Tasty at the event was even viewed more than 1 million times in its first 48 hours.
London and foodie influencers with strong millennial followings were also hosted including LDN Cheap Eats, YouTubers SORTEDFood, and Miguel Barclay the @onepoundmeals chef. Social coverage reached a combined audience of more than 34 million, before considering the hundreds of posts from consumers.
All clients have access to our deep expertise in research, planning, strategy, execution and measurement and evaluation but we also offer in particular:
Disruptive news generation
|Always on global newsroom