monday.com puts AI to work in Singapore with new 360° campaign
monday.com brings AI to the frontlines of work in Singapore, using creative OOH and local context to cut through
As AI adoption races ahead across Southeast Asia, monday.com is making its case for how teams should actually use it. The global work management platform has launched a 360° brand campaign in Singapore, aiming to show businesses how AI can help, not hinder, daily operations.
With a mix of out-of-home placements, character revival, and regional investment, the company is betting that work automation is best sold with empathy and clarity.
This article explores how monday.com is marketing its AI assistant, ‘monday sidekick,’ to local teams, why it is leading with a human-centric message, and what it signals for B2B marketers navigating AI hesitation in APAC.
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Patrecia Meliana
What's new with monday.com's Singapore campaign
The campaign centers around ‘monday sidekick,’ a digital AI worker embedded within the monday.com platform. The assistant is designed to take over repetitive tasks like summarizing updates, drafting emails, or building workflows, which frees up teams to focus on higher-impact work.
Produced in-house and directed by Doug Karr, the brand film leans into both relatability and visual flair. It marks the return of monday.com’s quirky llama mascot, a signal that B2B does not have to be boring.
The multi-channel rollout spans high-traffic locations across Singapore, including MRT stations, shopping malls, Changi Airport, and residential bus lines connecting to the CBD. By placing the campaign across high-dwell zones, monday.com is targeting professionals during commutes and leisure time, aiming for mental stickiness as they reflect on their daily workflow pain points.
The creative team, led by Global Creative Director Robbie Ferrara, emphasized the need for messaging that demystifies AI. “It addresses common anxieties from leadership pressure to unclear ROI while keeping the tone human and engaging,” said Ferrara in a statement.
Why Singapore, and why now
This campaign lands at a strategic moment for monday.com. Earlier this month, the company officially opened its new Southeast Asia regional hub in Singapore. The expansion comes amid rapid growth in the region’s digital economy, projected to hit US$300 billion by the end of 2025.
Singapore is not just a regional capital. It is also monday.com’s second-largest market in APAC and already home to over 1,000 customers. The city-state has also announced plans to train 15,000 AI professionals by 2029 and estimates that AI could contribute up to US$198.3 billion to its economy. That level of national alignment with AI makes Singapore a logical proving ground for AI-powered workplace tools.
The SEA chapter is currently staffed by relocated talent from the ANZ team, with local hiring ongoing. This suggests the campaign is not just marketing but a stake in long-term growth.
What marketers should know
For B2B marketers, monday.com’s campaign offers more than an ad. It is a playbook for how to localize AI storytelling without losing technical credibility or cultural relevance.
Here is what stands out:
1. Lead with immediate utility, not AI hype
Rather than pitching AI as futuristic, monday.com focuses on today’s pain points like busywork, email overload, and decision fatigue. The 'sidekick' framing positions AI as a helpful colleague, not a replacement. This may help skeptical decision-makers buy in.
2. Go full-funnel with B2B creative
By integrating film, OOH, and character-driven storytelling, monday.com demonstrates how even B2B brands can benefit from emotion-led marketing. It reminds marketers that humor and personality are strategic assets in the attention economy.
3. Align campaigns with business momentum
Launching the campaign alongside the SEA office opening adds business gravity to the creative splash. It is a smart move for both brand-building and recruiting, signaling commitment to the market.
4. Address AI fears head-on
From productivity pressure to unclear ROI, the campaign does not ignore the discomfort many teams feel around AI. Instead, it uses messaging and visuals to shift the narrative from threat to opportunity.
Patrecia Meliana
monday.com’s Singapore campaign is not just about brand visibility. It is a masterclass in how to introduce AI tools with clarity, character, and context. As B2B marketers face the challenge of driving AI adoption, this effort shows that storytelling and strategy work best when they go hand in hand.
For brands expanding into APAC or rolling out new tech features, this campaign offers a timely reminder. When it comes to AI, it is not just what the tool does. It is how you make people feel about using it.
