Cultura Obscura: A Spotlight On Singapore’s Lesser-Known Tongues, Stories & Cultures
A Singapore Tourism Board Campaign
Concept by Kinetic
Scripting and writing by Ee Ming
Singapore may be a diverse, multi-ethnic society, but how well do we really know about other cultures beyond the umbrella ethnicities of Chinese, Malay, Indian and Eurasian?
Created with the support of Singapore Tourism Board’s SG Stories Content Fund Season 2, enter CULTURA OBSCURA, a 4-part video series where we explore the rich stories and contributions from the minority communities who make up Singapore’s colourful cultural melting pot.
In each episode, members of lesser-known communities share more about their culture from customs to cuisines, lingos to the arts.
Link to project here.
Social Content
To supplement the 4 main episodes, we also made traffic drivers in the form of snappy, fun educational content. These factoids and mini quizzes helped to drum up the excitement, and also drove viewers to watch the full episodes without using repeated content from the main clips.
Backed by our strategic campaign efforts, our digital-first miniseries reached well over 25 million audience and garnered more than 6.2 million views. We even got the word out beyond our shores and into the homes across 8 different markets!