SharkNinja’s shark squad hits the streets to keep Singapore breezy

SharkNinja Singapore has rolled out a surprise street activation for SG60, featuring a squad of life-sized shark mascots equipped with the brand’s FlexBreeze cordless fans.

The campaign, titled "Catch the breeze", kicked off with an unbranded guerrilla phase on 12 and 13 July, where shark mascots were spotted at high-footfall locations including Tiong Bahru, Amoy Street Food Centre, Haw Par Villa, Haji Lane, and the Padang. Without posters, logos or hashtags, the mascots quietly cooled passersby in the heat, sparking curiosity and organic social sharing.

The campaign will then transition into a branded phase on 19, 20, 26 and 27 July, with the introduction of a “Catch the breeze and win” social challenge. The contest invites the public to spot the mascots and engage with SharkNinja’s content across TikTok and Instagram.

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To boost reach, the brand has partnered with SGAG and local creators to front the campaign on social media. Activations will continue across locations such as Jubilee Bridge, Orchard Road, The Promontory and East Coast Lagoon.

The activation aims to demonstrate the real-world relevance of the Shark FlexBreeze fan by placing it in relatable settings such as hawker centres, outdoor queues, and public spaces during National Day Parade rehearsals.

According to SharkNinja, the campaign was designed to go beyond generating attention, by demonstrating the real-world value of the FlexBreeze fan in everyday Singaporean settings. With heat and humidity being a constant, not a season, the activation was intended to show up where cooling is needed most, whether at hawker centres, during National Day Parade rehearsals, or while navigating the city during SG60.

"It ties back to what SharkNinja stands for, creating innovative, solution-driven products that make everyday life easier and better. This campaign takes that promise off the shelf and onto the street," a SharkNinja spokesperson told MARKETING-INTERACTIVE.

The campaign was fully conceptualised in-house and will run through the end of July, with a potential extension through the national day weekend.

SharkNinja joins a growing list of brands turning to the streets to garner attention. Earlier in June, Lazada Singapore rolled out a life-size bingo board game on Orchard Road as part of its 6.6 sale activation. The activation sees shoppers winning prizes and cash for participating in the game and other challenges. 

Similarly, Singapore Art Museum unveiled an eye-catching postcard-on-wheels to promote artist Heman Chong's latest exhibition. The activation sees a giant cat postcard cruising down Orchard Road, turning heads and nearly 37,000 views in less than three days. 

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