Andrew Ong's Portfolio

HELLO.portfolio

Andrew Ong Blk 113

Rivervale Walk #12-41Singapore 540114

M 98393958H 64897636

[email protected]

mailto:[email protected]


i create.ideas, opportunities, magic

Client:

The Problem:The Club Hotel, a boutique hotel in Singapore, relies largely on word-of-mouth advertising. Their main vehicle for publicity is their website: www.theclub.com.sg. The objective is to create an integrated campaign for The Club Hotel.

Target Audience:Local (Singaporeans) Demographics: 25-35, PMEBs, young couples Psychographics: ‣Stressed out from working in a fast-paced environment ‣Looking for a few days of getaway, somewhere quiet and private, away from the commercial activities

International Demographics: Relatively affluent, 25-35, well-travelledPsychographics: ‣Discerning: Plans their itinerary before making a decision by visiting forums and online communities ‣They base their criteria on three things: Location and proximity to interesting places to visit; Comfort and design the hotel provides; The overall experience they can get in the country

Our Insight:‣Locals are looking for a getaway, to experience something non-commercial, quiet and private.‣Internationals are rational people looking for a place that gives them the essence of Singapore.‣The design and the location of The Club Hotel are strong differentiating factors. It is located at the heart of Ann Siang Hill, in the heart of a culturally rich heritage area.‣Its quirky interior decor and “messenger bird” motifs intrigues visitors.

Create:The strategy is to demonstrate our brand’s positioning through our collaterals by exaggerating our character to our target audience.

The Big Idea: “Curiouser and Curiouser” (from Alice in Wonderland)

Positioning for Locals:‣To: Locals who wants a different kind of getaway, the Club Hotel is the boutique hotel that is a secret haven, which is peculiarly designed‣The reason why: It is secretly stashed away in a corner of the culturally rich Ann Siang Hill.‣Brand character: A guide, intriguing you into our whimsical world‣What’s In It For Me? I would go to The Club Hotel because it intrigues me and promises me an escape into another world

Positioning for Internationals:‣To: International travelers who prefer a non-commercial experience, staying in a hotel that can offer them a ‘true’ experience of Singapore‣The reason why: It is in the heart of a culturally rich heritage area, minutes away from Chinatown. The design fuses colonial heritage and modern minimalism.‣Brand Character: A guide, intriguing you into our whimsical world‣What’s In It For Me? I would go to The Club Hotel because it intrigues me and will enrich my experience of Singapore, promising me the best of both worlds.

Tactics:Because of the extensiveness of this campaign, there will be two varying campaigns for local and international audience, fueled by the same big idea, “Curiouser and Curiouser”, and the recurring “messenger bird motif”.

*This is a mock-up. The account never existed.Other contributors: Alan Choong, Andrew Yee, Rachel Lim

http://www.theclub.com.sg

http://www.theclub.com.sg

Local:

Print Ad Brochure

Our Club brochure has a rotating wheel, for users to peruse through its contents.

Ambient

Playing on the messenger bird motif in the hotel. We designed an extended banner at Dhoby Ghaut MRT. At the end of the travelator is our brochure, ready to be picked up.


International

Print Ad Ambient Brochure

A brochure that doubles as a coaster placed in airplanes that travel to and transit in Singapore.

Animated Web Banners

experience Singapore, differently

Website Flash

Feature Articles

Getting a feature on a website/channel by a celebrity or travel host/blogger will likely see another similarly re-blogging

Examples include: Samantha Brown on travelchannel.com; Gadling.com; blog.travelpost.com


Client:

*This is a mock-up. The account never existed.Other contributors: Cedrick Lee, Marcus Yong, Fitrina Lim, Kok Ying Hui, Edwin Loh

The Problem:Cyberbullying is on the rise in Singapore and there’s a pressing need to curb its ill-effects. The purpose of this campaign is to decrease the number of cyberbullying cases in Singapore.

We chose to target indirect cyberbullying because it constitutes a large part of cyberbullying. According to psychiatrist Dr. Bryan Yeo, indirect cyberbullies are actually unaware of their actions and may perform the act of bullying with the intention of taking the side of a group rather than actually bullying a person, and some may simply just be mimicking friends.

Target Audience:Demographics: 17-25 years old, students in institutes of higher learningPsychographics: ‣Students generally do not have a clear idea of what cyberbullying is‣Sharing and posting negative news/comments on social media platforms is seen as a norm because they think that it is harmless and fun. It also indicated that they are part of the netizen “conversations”

Our Insight:According to Doug McKenzie-Mohr, barriers to cyberbullying may be internal or external to the individual. Internal barriers include our target audience’s lack of knowledge and resistance to change. External factors include the proliferation of communication technologies, e.g. text messaging, instant messaging, internet forums, and social media.

Our target audience is still in the pre-contemplation stages of change, which means that they have no intention of changing their behavior and may deny having a problem.

Create:To reinforce awareness and knowledge about indirect cyber bullying through demonstration. This would involve an integrated marketing approach, with an equal emphasis onadvertising and public relations.

The Big Idea: “It’s a deadly virus”Campaign tagline: “Nothing spreads like a click. Vaccinate yourself”

Teaser Poster Teaser OOH

Placed along the underground MRT tunnels in Orchard Road.

Campaign Poster

Event Teaser

Event

A countdown timer and a hazardous box will be placed outside Orchard Cineleisure. It will direct them to our website also with a countdown timer. On the event day, the box will reveal a mouse, insinuating the fact that a click from your mouse or sharing articles online is be an indirect form of cyber bullying.

Event goodie bag

All our efforts will culminate in a 3-day event held over a weekend @Scape. We will partner with renowned local filmmakers Eric Khoo and Royston Tan, and budding filmmakers to create a series of short films, which packages the dangers of technology and cyber bullying messages. The event will culminate in a virtual pledge taking session where youths will visit our website and pledge not to participate in indirect cyberbullying.

*This is a mock-up. The account never existed.Other contributors: Cedrick Lee, Marcus Yong, Fitrina Lim, Kok Ying Hui, Edwin Loh

Client:

The Problem:Spinelli Coffee Company has not conducted any major advertising campaigns in any of the various mediums in recent years. It prefers word-of-mouth advertising, or via mediums such as social media, which targets the consumers better.

Target Audience:Demographics: 17-30 years old, university students to working adultsPsychographics: Appreciates good coffee and is willing to pay; Appreciates ambience and atmosphere; Tend to stay loyal to one brand, not willing to change

Our Insight:Consumers keep coming back because:“Its a very nice and quiet place to do your work”“The store managers don’t chase you away unlike other coffee joints”

Spinelli is the only chain coffee joint in Singapore who sends its baristas for competition overseas. Spinelli’s baristas are trained in latte art.

Create:Demonstrate that Spinelli inspires and engages you to think. To directly involve the target audience that Spinelli is the place where thoughts are fueled.

We kept the tagline: “Fuel for Thought”

What’s In It For Me? I would go to Spinelli because it is conducive for my creative thinking.

Tactic: The main vehicle for publicity would be our stop-motion video placed in Social Media. This will be supported by posters placed in bus-stops near outlets, an interactive billboard, and a thought board placed within Spinelli outlets.

Social Media

A stop-motion video shot entirely using coffee beans from Spinelli, with the idea that the beans from Spinelli fuels your thoughts.

Watch: http://bit.ly/cp8HsO


http://bit.ly/cp8HsO

http://bit.ly/cp8HsO

Print Ad

Interactive Billboard

Thought Board

Located in the stores, customers will use Spinelli napkins to jot down ideas. They will be encouraged to pin it up on the Spinelli Thought Board found in stores.


Client:

The Problem:CASH BOX Pawn shop is like a faceless entity with no distinct personality of its own. It was featured in STOMP (2010) , with headline “Cash Box sells off mum’s $3000 gold chain before expiry date.” The client was looking to instill trust and reliability back to its customers.

Target Audience:Demographics: 30 - 42 years old, male and female, mainly ChinesePsychographics: A significant number of small-time gamblers. They pawn their items to tide over in the short term; They go to pawn shops because they are more prompt compared to banks.

Our Insight:Customers are risk takers and there’s a certain amount of uncertainty in their lives. They want to go to somewhere that assures them, a place they can trust. We also noted not overplay on gambling because we might be losing some of our target audience.

The ultra modern shops lack a personal touch and the image of traditional asian values inculcated. The traditional pawn shops lack the modernity, technology and up-to-date image. Cash Box has come to an elegant place where they hold deeply ingrained traditional values along with the up-to-dateness and necessary technology to bring you a service that is both efficient and personal

Create:To create a personality that can exploit on a position that no competitors have taken and are in line with what the consumers would value

The Big Idea: “當只有一个写法”

What’s In It For Me? I would go to CASHBOX because their methods and values do not change, and I would feel more secure leaving my items with them.

Tactic: A new logo to give it a sense of identity. Print ads for mass recognition, and a website to get in touch with the generation of technology users

CASH BOX

Logo

We kept the typography of Cash Box, and added in the Chinese word for pawn, because that was instantly recognisable among pawnshops. Red was used because it was a colour for prosperity among Chinese.


Print Ad

Website

Playing on the strokes of the Chinese writing which never changes, similarly Cash Box stays true to their business. Both English and Chinese

versions of the Print Ad were created.

价值观计算表促销查问


Client:

Print Ad TVC

The Problem:Swensen’s campaign of “I’m so going to Swensen’s”, positions Swensen’s as a ‘treat’ one deserves after hardwork. They plan to continue reinforcing their brand position by using this tagline in 2010 and beyond (ABR Annual Report, 2009).

Their 6 TVCs do not reflect the family-oriented and wholesome brand image Swensen’s carry. In fact, one of the TVC featured “liken the girls to dogs to display obedience” (The New Paper, 2010). This was inconsistent with the wholesome family image the company projects.

Target Audience:Demographics: 26-39, young parents with young kids, middle-incomePsychographics: ‣View these restaurants as a place where they can give their family a “treat” – when kids do well in their studies, when parents get a raise, or simply just a casual family outing‣Return to Swensen’s because of familiarity and fond childhood memories

Our Insight:Families with kids would bring them to Swensen’s because it is the place they grew up with fond memories. You can have your meal complete with some good ol’ Swensen’s ice-cream without switching locations. There’s just something different about having a Swensen’s meal, complete with ice-cream with your family and friends. That something different is familiarity and nostalgia

Create:Through storytelling we intend to convey our brand identity and the characteristic “Swensen’s experience” to our target audience.

The Big Idea: “Completely Swensen’s”

What’s In It For Me? I would go to Swensen’s because it offers me the complete family experience.

Tactic: Through Print and TVCs, we hope to convey the idea of a complete meal for the complete family through the use of the iconic long desert spoon that Swensen’s has. The entire feel will be that of nostalgia.

Watch: http://on.fb.me/pBkfqS


http://on.fb.me/pBkfqS

http://on.fb.me/pBkfqS

Client:

*This is a mock-up. The account never existed.Other contributors: Jasmine Tan, Marcus Yong, Alex Shieh, Grace Au-Yong

The Problem:A Greenpeace campaign in collaboration with MTV. Greenpeace has always been known for their hardliner stance. The objective is to adopt a new strategy to improve the image of Greenpeace and develop a fresh and innovative approach to reach out to youths.

Target Audience:Demographics: 16-25 years old, youthsPsychographics: Environmental Campaigns have a lack of appeal, and it is generally difficult to reach out to “jaded youths”.

Our Insight:Youths are into music and big names such as Lady Gaga. They practically worship these “idols” and they have a big influencing force on them. Environmental campaigns on the other hand has been overdone, and it has always been seen as a school curriculum activity where they visit the beaches and clean them up

Create:To produce a music album entitled Listen and to create a campaign with other peripherals supporting the product.

Distinctive Product Feature: 7 artistes, 7 continents, 7 environmental issues

The Big Idea: “Listen”

Working Message: Feel the devastation of the earth through the music and lyrics of popular artistes.

CD Cover Lyrics Sheet

The lyrics sheet double as postcards. They can send the “message” (lyrics) to friends, for them to hear the devastation.


Lyrics Sheet

Listen Sheet

Ambient

The last piece is a silver cardboard acting like a mirror. We want them the consumer to look at themselves and see how they have been affected by environmental issues.

The album will be played, and postcards there for them to take.


Print Ad

Print Ads will feature the artiste affected by the environmental issue of that continent. A line from the lyrics will be handwritten by them and signed.


Client:

*This is a mock-up. The account never existed.Other contributors: Wayne Tan, Regina Koh, Samuel Tan, Mohd Fadzil

The Problem:An analysis of the market situation elicits the following conclusion – Nespresso faces a high CDI (Category Development Index) due to the already saturated coffee market in Singapore, as well as a low BDI (Brand Development Index) since potential consumers see it as unaffordable.

This creates an untapped group of potential buyers that Nespresso can make use of to increase their revenue upon correcting this misconception.

Target Audience:Demographics: 30-45 years old, PMEBs with a monthly household income greater than $4000Psychographics: ‣In a consumer lifestyle trend study conducted by Euromonitor (2011b), our target audience “place greater emphasis on quality, while keeping an eye on price.” This was further confirmed in our interviews.‣Purchase decisions on expensive products are based on rationality.

Our Insight:With a rise in demand for luxury and convenient goods, coffee machines are increasingly popular. However, because of the perception of Nespresso as a premium and unattainable brand, many coffee lovers are unaware that Nespresso is actually extremely affordable. There is a desire to ensure the finer things in life but consumers have to do it within their ability.

Create:To capture 7.5% of Singapore’s coffee market share, through a sale of 10,617 machines and over 3 million capsules, there is a need to create interest and stimulating touch points among our target audience.

Positioning statement: Nespresso is the coffee that gives attainable luxury because it provides gourmet coffee experience at an affordable price.

The Big Idea: “Luxury Within Reach”

Direct Mailer

Dear Emily,

Thank you for coming down to our tasting session at our event at Marina Square central atrium. It was a pleasure meeting you and getting to know the type of coffee you enjoy.

Now you can complete this experience and make Nespresso a part of your life.

Here’s how you can get your hands on the coveted Nespresso machine at our concept boutiques:

ION Orchard Singapore 2 Orchard Turn, #01-14, Singapore 2388011

Takashimaya Department Store B1-391, Singapore 238873

Visit us at Nespresso.com.sg

Teaser Strip Ads

Print Ads

Event Direct Mailer

A tasting session will be held in the first week of December over at Marina Square, Paragon and Plaza Singapura.

The aim of the tasting session is to stimulate interest and desire by encouraging prospects to try Nespresso’s premium quality coffee.

Demonstrations of Nespresso machines at the session will also communicate its ease of use to the audience.


Media Plan

There will be 5 key phases using a pulsing strategy. Key buying apertures are Christmas and end of fiscal year in Feb/Mar when work bonus are distributed. We adopted an integrated marketing approach, with emphasis on traditional media.

GRP

Budget Allocation by Phase


Other Creative Work

Client: WWFCampaigning against the consumption of sharks fin. Target audience: Wedding brides

*This is a mock-up. The account never existed.I am the sole contributor.

Other Creative Work

Client: IKEA (Winner of Crowbar Non-Transit Posters – Bronze)Big Idea "Fixing IKEA’s furniture is this easy”Target Audience: Young married couples

Client: RedbullBig Idea: “Redbull fuels your day”Target Audience: Young working adults


my favourite past timei shoot.

Write-up: They Mould

This is not a story just about the HDB flat. But beyond the rigid facade are lives, stories: a story which have unfolded, a story which is unfolding, and a story with many more pages to fill. Entitled “They Mould”, this photo story invites the viewer to engage in the pictures from a third person point of view. As an outsider, we peer into the lives of these three women, and understand their journeys. I specifically chose three different environments to illustrate the unique lives they live. I have portrayed all the photos with a common slightly tinted yellow, to reveal a homogeneity with the exterior of the HDB flat. But the interiors lay much more than a yellow tint, but different environments they represent. Also, if you realise, there is a slight progression of colour tones, from Ah Ma to Mummy, with Joy’s photos capturing the richest colours, highlighting the vibrancy of youth. In this story, only women are featured. I am for empowering women. I feel that very often, women are side-stepped because of a male-dominated society, and I want to celebrate their contributions to their families and the society with my photos.

Three different generations, three different women, three different stories, with one common theme - They Mould

Cast: Ah Ma - Sor Peck Luan; Mummy - Chua Hua Tiang; Joy - Joy Tang

[A photo story depicting my affections towards my Ah Ma and my Mum, and such affections are often left unspoken. And pictures, though how cliché it might sound, really do paint a thousand words.]

photographyA Photo story.

photographyA Photo story.

They Mould.

And she moulded.

This is a story about a HDB flat.

And she moulds.

And she will mould.

Shot 1:

Shot 3:Shot 2:

Shot 4:Shot 5:

Shot 6: Shot 7:

In this HDB flat, Ah Ma lives alone.

In this HDB flat, Mummy enjoys baking for her family.

In this HDB flat, Joy enjoys playing with her toys.

View this collection at: http://on.fb.me/nytSB0

http://on.fb.me/nytSB0

http://on.fb.me/nytSB0

photographyUnited States

More of my collection at: http://on.fb.me/piY3W8

http://on.fb.me/piY3W8










photographyTijuana, Mexico

View this collection at: http://on.fb.me/mSMlkg

http://on.fb.me/mSMlkg

http://on.fb.me/mSMlkg

photographypeople




photographypeople




photographyshort film

Sophia.

Other Contributors: Marcus Yew, Lee Jian Xuan, Rachel Lim, Wong Kang WeiCast: Kevin Loy, Jillian Goh, Cavin Chee, Micole Lee, Chan Luo Er

Voice-overs: Benny Lim, Edwin Lim, Ivan Tan, Ou Xin Ying, Rachel Lim

With this music video, we hope to take you into the mind of our protagonist, as he searches the alleys of his mind for memories with his sister. Memory, as we all know, is problematic; fraught with disjunctures and broken into fragments one never finds something complete to hold on to. Take your time to watch it, and think it over. Perhaps you'd realise, as we did, how memories haunt us, yet help us pull through the toughest times.

Song: Sophia by Nerina Pallot

‘Sophia’ takes us into the recesses of Kevin’s (the elder brother) mind as he searches through memories with his diabetic sister Sophia.

In the prelude, a cacophony of voices echo in Kevin’s head, all speaking at once. These voices belong to him, his sister, that of their younger selves and a doctor’s. This sequence is punctuated by the doctor’s grave apology, foreshadowing Sophia’s demise.

The video shows Kevin wandering through a labyrinth of sorts, racing down corridors, pushing open doors, desperately trying to hunt down those elusive memories. Scenes of their childhood together are intercut with scenes of them in present day as they flash through his mind.

Kevin’s recollections are multiple and fleeting. There are memories of younger days in which they are playing and having a meal together, followed by one of him administering Sophia’s insulin injection to her. This is mirrored in his memory of their grown-up days when she has to inject herself.

It is revealed later on that Sophia’s condition is graver than expected, causing her to pass out halfway during a trip to the beach. As Kevin wheels her away, the camera cuts back to his successful passage through the ‘maze’. But it is unknown if she survives the ordeal.

Watch: http://bit.ly/pxR7tk

http://bit.ly/pxR7tk

http://bit.ly/pxR7tk

photographyshort film

Director of Photography: Andrew OngWatch: http://bit.ly/IlM65o

It Only Took A Second

This is a story about a boy, a girl, and a watch. A personal project, as part of my friend’s initiation under the Youtube Channel – Freehand Films.

Uprising

As part of the Sparks Film in New Creation Church, I assisted in shooting a series of three 30-second teaser videos for the Men’s Meeting publicity.

Watch: http://bit.ly/HA9b4kDirector of Photography: Andrew Ong

http://bit.ly/IlM65o

http://bit.ly/IlM65o

http://bit.ly/HA9b4k

http://bit.ly/HA9b4k

imagine with me.i write.

With Everything.

The intense rhythm pulsated through my veins. The sound of drums, with each down beat, increasing in tandem with my heart beat, anticipates the next beat. The crescendoes intensifies, a desire is stirred, a desire is awakened, a desire that resonates with passion, culminates in a shout, a shout of victory.

No. It is a shout from victory.

WIth everything we have, with everything we are, with everything we do, we will shout forth His glory. Our hearts they cry, be glorified, be lifted high above all. Our hearts cries out to you alone, Jesus Christ. For You are King, You are God, You are our Savior.

We cry, we shout, we celebrate - to You, for You, with You.

With Him, we have everything. Everything we have - the hairs on our head, the smile on our faces, the voices we use to praise Him with, comes from Him. Without Him, we have nothing. He alone deserves all glory and all praise.

Praising Him is not about who we are or what we have done. It is about who He is and what He has done. The cross with his near-pierced hands - blood dripping, body scourged, sins inputed on Him alone, is more than sufficient. It has overpaid every sin past, present, future. It is a finished work. Completely complete.

There is nothing left for us to do but to receive.

Client: Health Promotion BoardProject: Shisha Smoking - A Public ConcernDuration: 30 seconds

“Hearing Shisha”

SFX: LIGHT ARABIC MUSIC PLAYING IN THE BACKGROUND. CHARCOAL CACKLING, SOUND OF A DEEP BREATH, WATER BUBBLING, AND AN EXHALATION. SOUNDS OF LAUGHTER AND LIGHT CHATTER FADE INTO THE BACKGROUND.

NARRATOR (LIGHTHEARTEDLY):

You hear the water bubbling as the sweet smoke fills your mouth.

It brushes past your tongue, and washes down your throat.

Hmmmmmm, there’s a hint of green apple. And you’re feeling really good.

SFX: LAUGHTER AND LIGHT CHATTER STOPS. SOUND OF A DEEP BREATH, WATER BUBBLING.

NARRATOR (SOLEMNLY):

What you can’t hear is the sound of nicotine lashing at your throat.

And your lungs crying out for you to stop.

SFX: AN EXHALATION.

NARRATOR: In one session, a Shisha smoker breathes in as much smoke as that of 100 cigarettes.

Shhhhhhhhhhhhisha, a silent killer.

Radio Ad


But I would still get it. Yes, you heard me right.

Here’s why.

1. Because at $39.00, it has in-ear noise isolation system that shuts me out from the noisy auntie yelping away on her phone in the MRT.

2. Because at $39.00, it has a 9mm Neodymium magnet driver, designed to deliver deep bass with balanced tones for music playback.

3. Because at $39.00, it comes with three pairs of silicone tips - small, medium and large. And if you must know, the medium one fits me best.

4. Because at $39.00, it comes with a range of five colours - black, blue, green, pink and white. (And no, I didn’t get pink.)

5. Because at $39.00, it has a soundstage system equivalent to earphones 3 times its price.

This means that I can accurately place the keyboard, drums, electric, bass and acoustic guitar around my head, while Katy Perry belts out 'Firework' on my MP3 player.

Creative EP-630 aren’t the best earphones in the world.

Are you waiting for a picture?

A picture doesn’t tell you how good these earphones are. You’ve got to try it to believe it.

It’s not the best earphones in the world. But for $39.00, it’s good enough for me.

Print Ad


*This is a mock-up. The account never existed.Other contributors: Charlene Chan, Siau Mingen, Tan Sihan

Brochure

BY ANDREW ONG ----------------------------------------------------------------RESIDENTS and tenants frustrated over high prices at the new Seng-kang wet market now have a solution: boycott the wet market. ! Located opposite Sengkang MRT, Kopitiam Square, a new concept wet market opened barely a month ago, charges its tenants more than double the usual rent. This translates to a need to charge cus-tomers an average of 20 per cent more. ! Mr. Charles Chong, MP for the Pasir Ris-Punggol GRC said in an interview that the high prices in the new wet market can be lowered if residents play an active role in forcing the prices down.! “Consumers are not aware that they have the power to force the high prices down if they choose to boycott the market,” said Mr. Chong.! “Market forces will always keep the price system in check,” he added.! The 48-stall wet market – and a 60-stall food centre with a seating capacity of 1,200 – is the first stand-alone, naturally-ventilated market and food centre at Sengkang, built and run by a private operator.! The food market was officially opened on 10th Jan by Senior Minis-ter of State for National Development and Education, Ms Grace Fu. ! Mr Goh, the owner of Bai-Quo, a 3-stall spaced fruit stall, said: “About 80 per cent of the stalls here are making a loss.”! Mr Goh Tian Tee, 56, who collects $300 a day, has to pay a monthly rental fee of $16,000 for his fruit stall. “I have not even added in the maintenance cost and my work-erʼs wages yet,” he said.! Mr Goh is just one of the many tenants at Kopitiam Square who are seeing red. The average rental cost of stalls, depending on its size, ranges from $5000 to $16,000. This is a stark difference to the average monthly rent of cooked-food stalls across Singapore, which are priced between $1000 to $4000.! Despite the steep rental prices, some tenants are trying not to pass

on the high food cost to the residents. Stall-holders at Xin Xuan Wholesale charge residents the same rate as their sister stall at Sembawang wet market.! However, this is not the case for many of the other stalls at Kopitiam Square.! “The vegetables and meat here are way more expensive than ones near my block,” said Mdm Doreen Chua, 53, a first-time visitor.! “Iʼd rather buy at the wet market at Rivervale Plaza,” said the Sengkang resident who lives two LRT stops away from Kopitiam Square.! The Sengkang market and food centre was one of the recom-mendations initiated by HDB Heart-ware Forum, a public consultation exercise formed in 2007, helmed by Ms Grace Fu. Kopitiam Square was built to promote community bonding and strengthen local identity within the heartland.! “More than the fresh food in a wet market, it was the social inter-action that residents were nostalgic about,” said Mr Charles Chong, a key member in the HDB Heartware Forum committee.! “The forum recommended building a wet market only where it was commercially viable to do so,” added Ms Seok, a Commercial Properties Officer from HDB.! However, the commercial viability of the wet market was questioned when Renaissance Properties, a subsidiary of the Kopitiam group, outbid 24 others with a tender sum of $500,100 per month. ! The second-highest bidder, Sembawang New Market, tendered at nearly half the price.! For now, some residents who stay near Kopitiam Square continue to welcome the idea of the wet market. “I come here to buy gro-ceries everyday. Because I get a $0.30 discount for every $3 spent,”

said Mdm Chew Yee Mui, 65, who lives opposite the wet market.! Kopitiam Group, who is no greenhorn in this industry, has introduced a cashless payment system where users can purchase food items using a stored value card. With a 5 to 10 per cent discount, it gives residents an incentive to make more purchases at the wet market.! However, many residents like Mdm Chua, remain unmoved.! Many of the stallholders are trying their best to avoid increasing the prices of food because this will further deter customers from patro-nising their stalls.! Mr. Toh Giap Heng, the mana-ging director of Heeton Holdings who sold its wet market assets to Sheng Siong last year, said: “If consumers stop patronising the stalls, market forces of demand and supply will force Kopitiam to reduce rental prices. If Kopitiam insists on charg-ing high prices, it will have to be prepared to suffer losses.”! When asked about plans to adjust its rental prices, Kopitiam declined to comment.! However, all hope is not lost. Grassroots leaders of Pasir Ris-Punggol GRC will continue to closely monitor the situation.! Mr Chong, representing his team of grassroots leaders, said: “If this model doesnʼt work, we will have to come up with a better system. I will be pushing for alternatives for residents if prices continue going up.”

MP advises public to boycott wet market

Photo: 2.bp.blogspot.com

[email protected]

News Article*This is a mock-up.

I am the sole contributor.

Andrew Ongi am.

I am not a dreamer.

I don’t live in the yesterday. I don’t live in the tomorrow.

I live in the now.

I believe in qarah moments, where I am at the right place, at the right time, meeting the right people.

I believe in a God, who created the heavens and the earth, where I am wonderfully and fearfully made.

I am 23 24, and enjoying life. I am an optimist, and I like it that way.

If you like what I do, if you want to know who I am, talk to me. I’d like to find out more about you too.

Blk 113 Rivervale Walk #12-41

Singapore 540114M 98393958H 64897636

[email protected]



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Andrew Ong's Portfolio