SOCIAL CONTENT

Our People showcases the heart and soul of the company: the employees.

Employee stories build authenticity and creates a human connection to outside audiences. In this branding campaign, a property developer engages their employees to help drive their narrative.

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Employees are the greatest brand advocates.

Internal culture can be more powerful than external advertising.

For a relatively low-touch brand like Sino, frontline employees are its most important communications tool. Sino has over 10K customer-facing employees, from hotel concierge to building security to car park attendants.

The opportunity is to leverage employee voices to amplify the company’s corporate culture. Turn 10k employees into 10k consumer touchpoints.

Meet Our People.

King, now a 30 year-old manager at the Royal Pacific, retells childhood memories of dancing in the mirrored hallways and reaching for the (metaphoric) chandeliers.

Derick met his wife of 25 years at the company’s birthday group celebration. They were born on the same day. We swear we didn’t make it up!

Over a 27-year span as sommelier, Perry has opened more 300,000 bottles of wine. Some of his customers who showed up as babies, now have kids of their own!

Hon Ming was a bit wild in his youth and couldn’t hold down a job. His brother steered him into Sino. A 24-month temporary contract turned into a 20-year career.

Jacky is a buttoned-down introvert. Rigsby is a flamboyant extrovert. They work in different divisions with no overlap, but they found an incredible camaraderie through their love of K-pop.

Isabella and Pauline started when there were only 40 employees as Sino. They’ve seen it all through their 3-decade career, but they still conjure up that fighting spirit from Day 1.

Thomas and Louis are both graduates of the Sino management trainee program. Their journey is a challenge, much is expected of them, but also has many rewarding moments, big and small.

Good stories over good looking, always.

While “people are our most important asset” may be a bit cliche, the trick is to dance on the cliche. We made sure to dig for authentic stories coming from real characters.

Sommelier Perry has a 30 year relationship with his waiter’s friend. King dreamt of putting on the hotel manager’s suit as a kid.

Employees aren’t professional actors, but if you earn their trust they will reward you with their secret aspirations and deeply held passions.

Make Them Shine.

The videos are scripted, but based on true stories by the Sino employees.

Guiding employees on a pre-written script helps them get over shyness in front of camera and keeps them on the corporate message.

The Bigger Point.

Even though Sino is a big MNC, it is not a nameless, faceless kind of conglomerate. It is still a family-owned, family-run business that looks out for each other and respects each other.

More than anything, these films depict how employees do bond and gel through shared experiences and a shared sense of history. You can feel it in their understated togetherness.

Did you know…

Perry kept the bottle of ’93 Lafite Rothschild from the opening year of Gold Coast Hotel.

No, there wasn’t any wine left. Somebody drank it all. Instead, we used food coloring to make it look like wine. Props Matter!