NCPG

How We Made Quitting the Real Win

Beating Chance With Choice

Creative & Content Marketing

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Social Media Management

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The Brief

Talking about problem gambling is never easy. NCPG needed to connect with two very different audiences: Older Singaporeans who are problem or casual gamblers and the youth who are addicted to loot boxes which introduces them to gambling like mechanisms. The challenge was to make the message feel less like a lecture and more like a conversation people were willing to have.

Changing The Odds

We gave every platform a clear role to play. On Facebook, NCPG became a trusted guide, using practical advice, recovery stories and myth-busting content to create a safe, supportive space rooted in empathy. On Instagram, we spoke the language of younger audiences through trend-led visuals, interactive formats and entertainment-first series that unpacked the warning signs of harmful loot box addiction and casual gambling without preaching. Different voices, one purpose: making responsible gambling easier to understand, relate to and act on.

The Winning Hand

When prevention feels human, people pay attention. Our platform-first strategy delivered a 62% increase in Facebook reach, 700% growth in Instagram reach, 147% more engagements and 37% higher engagement rates on Facebook. More importantly, we helped NCPG shift the conversation from fear and stigma to awareness, understanding and meaningful action.

More Projects

As the Science Centre Board (SCB) works to nurture interest in Science, Technology, Engineering and Mathematics (STEM) through enjoyable experiences, the challenge was to keep it relevant and exciting for Singaporean audiences of all ages, from youths and young parents to families and tourists. In particular, we needed to reconnect with youths who are increasingly drawn to gaming and online content.

Science Centre Board

Founded in France and recognised for its maximalist cushioning and performance-first design, HOKA had already built strong offline visibility in Singapore and Malaysia. But as the brand grew its footprint in Southeast Asia, it needed a more consistent and engaging social presence to match. The challenge was clear: localise the global HOKA story and turn awareness into an active, organic community.

HOKA

As Singapore works towards its net-zero emissions goal by 2050, the Energy Market Authority (EMA) plays a crucial role in helping the public understand the country’s energy transition. The challenge was to make complex topics, from the Four Switches to the energy trilemma, accessible and relevant to everyday Singaporeans, while encouraging energy conservation.

EMA

Nearly two centuries of trust doesn't guarantee tomorrow's relevance. That was the challenge facing Brand's, Singapore's iconic wellness name since 1835, as it sought to reconnect with a younger, lifestyle-first generation. Between April 2020 and June 2021, we managed Brand's social presence across Facebook and Instagram with a clear mandate: transform heritage into habit. The work focused on driving e-commerce traffic, generating sampling sign-ups, and growing the CRM database.

Brand's Singapore

AHC is a Korean skincare brand rooted in the science of aesthetic care, combining dermatological expertise with a more luxurious approach. As opportunities grew across Southeast Asia, AHC wanted to strengthen its presence in key markets, while building a stronger connection with consumers in each market.

AHC

The Ministry of Transport (MOT) oversees Singapore's land, sea, and air networks, driving policies to create a connected, sustainable, and inclusive transport ecosystem. But their policy updates were easily lost in translation. MOT wanted to transform their updates into relatable, engaging content that resonates with everyday Singaporeans.

MOT

Singapore’s diaper market is becoming increasingly premium, with parents looking for better dryness, comfort, and skin protection. Drypers SuperDry had the right credentials, but needed a sharper story to compete against brands already associated with overnight performance and gentle care.

Drypers

Graduation marks the end of one chapter, but it is also the beginning of another. For NUS’ 2024 and 2025 Commencement Class Giving Campaign, the challenge was to inspire fresh graduates to give back at a time when they were just stepping into the next phase of their lives. Rather than just focusing on the donation itself, the campaign needed to create an emotional reason to contribute, one that felt personal, meaningful, and true to the NUS experience.

NUS

Clarins is a household name in skincare, carrying decades of quality and trust. What it needed was a refresh, a tailored strategy to connect with younger generations and how they choose their skincare.

Clarins

As one of Singapore's leading luxury automotive groups, Eurokars Supersports represents some of the world's most prestigious marques, including McLaren and Pagani. Engineering excellence and bespoke ownership are already part of their identity. They wanted a digital presence that is just as exclusive, crafted and aspirational.

Eurokars

Electrolux is a globally recognized Swedish brand selling over 60 million appliances across 150 markets. Looking beyond selling hardware, the brand aims to simplify everyday living so routines feel like effortless, small wins—all while actively spreading a message of sustainability. To achieve this, Electrolux requires a reliable agency partner who deeply understands the Swedish brand heritage and can translate it into relevant, high-impact resonance for audiences across the APAC and MEA regions.

Electrolux

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AIC

Talking about problem gambling is never easy. NCPG needed to connect with two very different audiences: Older Singaporeans who are problem or casual gamblers and the youth who are addicted to loot boxes which introduces them to gambling like mechanisms. The challenge was to make the message feel less like a lecture and more like a conversation people were willing to have.

NCPG

Kallang Wave Mall (KWM) had the shops, the food and the fun. What it needed was a reason for people to keep coming back. The goal wasn't just to drive footfall. It was to transform KWM into the kind of place where every visit feels like there's something new waiting around the corner.

KWM

FWD Insurance wanted to move beyond using social media as just a promotions channel. Their platforms were primarily focused on offers rather than building a community. As a brand that simplifies complicated parts of life, FWD needed a content approach that was more human, more helpful, and closer to their audience’s everyday lives.

FWD

Watsons wanted to keep promos and trends at the heart of their feed, but with a sharper aim: use them to grow engagement and build a stronger sense of community around beauty and wellness. The goal was to connect with millennials seeking transparency and Gen Zs craving individuality, authenticity, and purpose.

Watsons

Alexandra Hospital sought to attract nursing students, but competing with larger names was tough, especially given its perceived reputation as a dated institution. The wider global shortage of healthcare workers made the challenge more daunting.

Alexandra Hospital

The Children's Cancer Foundation (CCF) needs more people to understand what the impact of childhood cancer really looks like beyond the ribbons and campaigns. The message had to stay consistent, clear, and human across everything we shared in promoting CCF's Hair for Hope Campaign 2024..

Hair for Hope 2024 (CCF)

Heritage and literary content felt too distant for younger audiences to connect with. The National Library Board through its subsidiaries — National Library Singapore, National Archives of Singapore and Public Library Singapore — wanted to bring history closer, make the past come alive, and make stories feel more relevant. They wanted to start conversations that could carry across platforms.

NLB

Singapore is a premier global aviation hub. CAAS wanted to lead the conversation online, grow local awareness and spark interest in the industry’s future. But how do you get everyday people to care about civil aviation?

CAAS

As the Science Centre Board (SCB) works to nurture interest in Science, Technology, Engineering and Mathematics (STEM) through enjoyable experiences, the challenge was to keep it relevant and exciting for Singaporean audiences of all ages, from youths and young parents to families and tourists. In particular, we needed to reconnect with youths who are increasingly drawn to gaming and online content.

Science Centre Board

Founded in France and recognised for its maximalist cushioning and performance-first design, HOKA had already built strong offline visibility in Singapore and Malaysia. But as the brand grew its footprint in Southeast Asia, it needed a more consistent and engaging social presence to match. The challenge was clear: localise the global HOKA story and turn awareness into an active, organic community.

HOKA

As Singapore works towards its net-zero emissions goal by 2050, the Energy Market Authority (EMA) plays a crucial role in helping the public understand the country’s energy transition. The challenge was to make complex topics, from the Four Switches to the energy trilemma, accessible and relevant to everyday Singaporeans, while encouraging energy conservation.

EMA

Nearly two centuries of trust doesn't guarantee tomorrow's relevance. That was the challenge facing Brand's, Singapore's iconic wellness name since 1835, as it sought to reconnect with a younger, lifestyle-first generation. Between April 2020 and June 2021, we managed Brand's social presence across Facebook and Instagram with a clear mandate: transform heritage into habit. The work focused on driving e-commerce traffic, generating sampling sign-ups, and growing the CRM database.

Brand's Singapore

AHC is a Korean skincare brand rooted in the science of aesthetic care, combining dermatological expertise with a more luxurious approach. As opportunities grew across Southeast Asia, AHC wanted to strengthen its presence in key markets, while building a stronger connection with consumers in each market.

AHC

The Ministry of Transport (MOT) oversees Singapore's land, sea, and air networks, driving policies to create a connected, sustainable, and inclusive transport ecosystem. But their policy updates were easily lost in translation. MOT wanted to transform their updates into relatable, engaging content that resonates with everyday Singaporeans.

MOT

Singapore’s diaper market is becoming increasingly premium, with parents looking for better dryness, comfort, and skin protection. Drypers SuperDry had the right credentials, but needed a sharper story to compete against brands already associated with overnight performance and gentle care.

Drypers

Graduation marks the end of one chapter, but it is also the beginning of another. For NUS’ 2024 and 2025 Commencement Class Giving Campaign, the challenge was to inspire fresh graduates to give back at a time when they were just stepping into the next phase of their lives. Rather than just focusing on the donation itself, the campaign needed to create an emotional reason to contribute, one that felt personal, meaningful, and true to the NUS experience.

NUS

Clarins is a household name in skincare, carrying decades of quality and trust. What it needed was a refresh, a tailored strategy to connect with younger generations and how they choose their skincare.

Clarins

As one of Singapore's leading luxury automotive groups, Eurokars Supersports represents some of the world's most prestigious marques, including McLaren and Pagani. Engineering excellence and bespoke ownership are already part of their identity. They wanted a digital presence that is just as exclusive, crafted and aspirational.

Eurokars

Electrolux is a globally recognized Swedish brand selling over 60 million appliances across 150 markets. Looking beyond selling hardware, the brand aims to simplify everyday living so routines feel like effortless, small wins—all while actively spreading a message of sustainability. To achieve this, Electrolux requires a reliable agency partner who deeply understands the Swedish brand heritage and can translate it into relevant, high-impact resonance for audiences across the APAC and MEA regions.

Electrolux

Ageing is part of every Singaporean's story and AIC wanted to do more than raise awareness. They wanted people to stop seeing it as someone else's chapter and start seeing it as something that connects us all.

AIC

Talking about problem gambling is never easy. NCPG needed to connect with two very different audiences: Older Singaporeans who are problem or casual gamblers and the youth who are addicted to loot boxes which introduces them to gambling like mechanisms. The challenge was to make the message feel less like a lecture and more like a conversation people were willing to have.

NCPG

Kallang Wave Mall (KWM) had the shops, the food and the fun. What it needed was a reason for people to keep coming back. The goal wasn't just to drive footfall. It was to transform KWM into the kind of place where every visit feels like there's something new waiting around the corner.

KWM

FWD Insurance wanted to move beyond using social media as just a promotions channel. Their platforms were primarily focused on offers rather than building a community. As a brand that simplifies complicated parts of life, FWD needed a content approach that was more human, more helpful, and closer to their audience’s everyday lives.

FWD

Watsons wanted to keep promos and trends at the heart of their feed, but with a sharper aim: use them to grow engagement and build a stronger sense of community around beauty and wellness. The goal was to connect with millennials seeking transparency and Gen Zs craving individuality, authenticity, and purpose.

Watsons

Alexandra Hospital sought to attract nursing students, but competing with larger names was tough, especially given its perceived reputation as a dated institution. The wider global shortage of healthcare workers made the challenge more daunting.

Alexandra Hospital

The Children's Cancer Foundation (CCF) needs more people to understand what the impact of childhood cancer really looks like beyond the ribbons and campaigns. The message had to stay consistent, clear, and human across everything we shared in promoting CCF's Hair for Hope Campaign 2024..

Hair for Hope 2024 (CCF)

Heritage and literary content felt too distant for younger audiences to connect with. The National Library Board through its subsidiaries — National Library Singapore, National Archives of Singapore and Public Library Singapore — wanted to bring history closer, make the past come alive, and make stories feel more relevant. They wanted to start conversations that could carry across platforms.

NLB

Singapore is a premier global aviation hub. CAAS wanted to lead the conversation online, grow local awareness and spark interest in the industry’s future. But how do you get everyday people to care about civil aviation?

CAAS

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