Title | TEKKA ONLINE MARKET |
Brand | INFOCOMM MEDIA DEVELOPMENT AUTHORITY (IMDA) |
Product / Service | TEKKA ONLINE MARKET |
Category | A07. Not-for-profit / Charity / Government |
Entrant | BLKJ Singapore, SINGAPORE |
Idea Creation | BLKJ Singapore, SINGAPORE |
Production | BARE INDPT Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Rowena Bhagchandani | BLKJ | Chief Executive Officer / Co-Founder |
Joji Jacob | BLKJ | Creative / Co-Founder |
Lester Lee | BLKJ | Creative / Co-Founder |
Khalid Osman | BLKJ | Creative / Co-Founder |
Christie Way | BLKJ | Creative Group Head |
Rachel Chew | BLKJ | Creative Group Head |
Ishan Venkat | BLKJ | Copywriter |
Edmund Chang | BLKJ | Art Director |
Gilda Lim | BLKJ | Art Director |
K Cheng | BLKJ | Production Lead |
Vivien Foo | BLKJ | Business Director |
Yanting Tan | BLKJ | Account Manager |
Angela Ho | BLKJ | Account Manager |
Michelle Marie | BLKJ | Regional Social Media Manager |
Nicole Koh | BLKJ | Social Media Executive |
Annabelle Chua | BLKJ | Social Media Executive |
Kristyn Neo | BLKJ | Account Manager |
Zoey Lim | BLKJ | Social Media Executive |
The COVID-19 outbreak undoubtably disrupted the lives of both individuals and businesses. The circuit breaker implemented by the government was a necessary step towards curbing the communal spread. However, those who were digitally unsavvy struggled to cope with the new normal. For the Infocomm Media Development Authority (IMDA), building a digitally inclusive society to enrich lives has always been a key agenda. And this proved to be an important one, especially during the pandemic’s peak. So, in early 2020, IMDA launched the ‘Stay Healthy, Go Digital’ campaign: • To enable individuals (especially seniors) to stay home, go digital and avoid exacerbating communal spread, i.e., by shopping, working and playing online. • To empower businesses to go digital and overcome the commercial constraints of stay-home orders. Objective: Help Singaporeans go digital so as to cope effectively with the circuit breaker, while leading the way in creating a digitally inclusive society.
Challenge: IMDA needed an activation idea that would catalyse digital adoption especially among the digitally uninitiated (seniors), at the onset of the pandemic. Strategy: We didn’t have to look beyond our neighbourhood wet markets, for an opportunity to bridge two groups that were in dire need of digital guidance. The creative strategy therefore addressed: • Seniors, the most vulnerable population, who continued to visit wet markets at the height of the pandemic. • Wet market sellers who saw a decline in revenue of up to 80%, pushing many businesses to the brink of closure. Solution: The popular Tekka Market was chosen to go digital. Facebook was picked as the e-commerce platform, with PayNow as the digital payment gateway. These were selected as they had mass appeal and were easy for sellers and seniors to use independently. Thus, we created a seamless supply chain and authentic user experience.
INTRODUCING TEKKA ONLINE MARKET (TOM) Hacking one of Singapore’s oldest wet markets to create the first-ever web marketplace for seniors. Phase 0: Mentorship by Live-streaming Influencer Max Kee Within a week in May 2020, merchants were trained on live-stream selling, inventory planning and product packaging. Phase 1: Education and Excitement The TOM Facebook page quickly grew to several thousand followers. By introducing each seller with an exciting profile as well as educating fans on how to shop via the upcoming live streams. Phase 2: TOM Goes Live Each merchant hosted their very own live streams on 5 and 12 May. Exclusive produce and bento sets were auctioned off, with same-day, contactless delivery offered for free. Phase 3: Sustenance and Engagement TOM subsequently welcomed new sellers onboard, and continues to promote them to this day. The platform was acquired by TADA Fresh, who have expanded it to more markets nationwide.
The primary objective of TOM was to help less savvy seniors and market sellers go digital. These results indicate that we did all that and more. Resounding Organic Reach, Engagement and Media Impressions: - 18,000+ TOM community members - $500,000+ earned media coverage (including all major newspapers and media outlets) - 2,400+ direct messages expressing interest to participate - 1,000,000+ people reached during campaign period Each live stream activation garnered avg. - 1,254 unique viewers - 51,459 people reached - 5,637 likes and reactions - 18,194 comments - 1,848 shares Over 100% in Sales: Tekka merchants sold out within as little as 10 minutes of going live. More than 800 deliveries were fulfilled in 2 days, generating over $20,000 in revenue. Sustained Digital Literacy: After the initial success, more stalls came onboard TOM: fulfilling orders via WhatsApp/Facebook, hosting online giveaways and even running their own live streams!
Social Media URL | Supporting Webpage