Energy Market Authority Powers Everyday Life in Digital Spot

The Energy Market Authority (EMA) has appointed creative agency Tribal Worldwide for a six-month long brand campaign that seeks to engage Singaporeans and explain more about the energy industry. 

The creative partnership kicks off with a brand film titled ‘Life 24/7’, followed by a content series published on EMA’s Facebook and Instagram pages. The series sets out to help Singaporeans understand the role of EMA, what it does and how its work matters to them. The content plan also includes tips on how the public can do their part to be energy efficient. 

Established in 2001, the EMA plays an integral part in overseeing power generation and delivery to households and businesses across Singapore. The country has one of the most reliable electricity grids in the world. In 2018, the average disruption time came in around three minutes per customer.

 Juliana Chow, director of EMA’s corporate communications department shares: “Through this campaign, we hope to share more about what EMA does and that the public will find it interesting to think about how electricity powers their everyday lives.” 

“We want to connect with the audience by showing different utilitarian actions that Singaporeans do on a daily basis, but don't usually think twice about, like charging a phone, turning on the TV, or using the hairdryer," added Benson Toh, creative director at Tribal Worldwide Singapore. "We hope to get people thinking and intrigued to learn more about EMA and their vital role in our everyday lives.”