Think of your favourite 90's hit. Now imagine it used to advertise, say, the iOS 8. After all, the operating system is so user intuitive that it feels familiar - exactly like that 90's hit you always sing in the shower. BAM. Marketing win. When you make the consumer feel good about themselves by accessing their memories of good times, the good feelings inevitably spill over to feeling good about the product.
And the very marketing tool that is increasingly being utilised? Nostalgia.
It's no surprise then that the Singapore Memory Project has gained such traction online. In a city like Singapore, that has evolved rapidly over the past five years, we're exceptionally keen to retain bits of our history. Perhaps it's a sign that we're desperate to hold onto something which we haven't had enough time to enjoy.
In fact, I can distinctly remember when the old National Library building at Stamford Road was torn down. I was too young to feel sad about it, but I do remember feeling slightly displaced and lost. In a way, the loss of such an iconic building where I spent weekends was a foreboding sign to the hard truth: that my country was moving on and I'd better darn well keep up or be left behind.
Therefore, when I chanced upon the Singapore Memory Project, I felt a brimming and renewed sense of hope. With the Memory Kit (for which you can either request a hard copy or download online here), I was able to publicly and actively take part in this nationwide event to document our country's history. I've always walked around old estates like Tiong Bahru or my 'hood Bukit Batok, wishing there was a way to document the stories behind the faces and spaces I see. The Memory Kit teaches me several ways to do so - through oral means, illustrations, writing, photography and more. Suddenly I had several means to remember that old barber shop or the store that sells handmade lanterns in my neighbourhood, and share it with others too.
Seeing the enthusiastic comments in the Singapore Memory Project facebook posts make me realise that the reason this project continues to do so well is simply because Singaporeans, both young and old, are indelibly connected by a common thread: our love for the good ol' days. There's one thing I've learnt from following this project closely over the past few months: that perhaps the answer to progressing forward as a nation lies in looking backwards. Experience is the greatest teacher, after all.
Somehow, I don't think Singaporeans would have a problem with that.
For more info about the Singapore Memory Project, pop over to iremember.sg.
For more commentary on the nostalgia wave sweeping over our generation, pick up a copy of our October issue hitting stands soon!
All images from iremember.sg.