Singapore Launches Campaign Targeting the ‘Socializer Tribe’

Visit Singapore, in partnership with Viddsee, has launched a campaign in the form of a three-minute music video ad called “In Transit”.

Directed by Jacky Lee, the three-minute film is targeted at STB’s Socializer Tribe, travelers who “enjoy making meaningful connections through music and entertainment.”

“In Transit” is part of the ‘Passion Made Possible’ brand campaign that focuses on the concept of Passion Tribes, which groups potential visitors based on their lifestyles, interests and what they travel for.

The film shows friends exploring well known Singapore’s nightspots, and features the song ‘Vacation’ by Singaporean indie pop band Sobs.

This marks the first collaboration between Viddsee and the STB following the announcement back in August, in which Viddsee would produce short premium content with Singaporean filmmakers.

“Storytelling in the digital age shouldn’t be confined to one type or form, but can take the shape of various formats to suit the platform and audience,” said aid Viddsee’s executive producer Kenny Tan. “We developed ‘In Transit’ with a full-fledged story in mind of a whirlwind romance in the city, highlighting the possibilities that a night out in Singapore can offer.”

Accompanying the launch is a nine-minute Director’s Cut short film that expands on the story of a newly-met couple on a night out with friends. You can see that here.