Singapore’s Mediacorp launches ‘shoppertainment’ microdrama Love Angels

Love Angels debuts on Facebook, Instagram and TikTok

Singapore’s Mediacorp has unveiled Love Angels, a 20-episode microdrama it has described as its first “shoppertainment” drama, with products written into the plot and tied to a content-to-commerce campaign for advertisers.

The series premieres today on the Facebook, Instagram and TikTok pages of Mediacorp-owned radio station Love 972, as well as on streaming service MeWatch and the Mediacorp Entertainment YouTube channel. One episode will be released every weekday until November 13. Selected episodes will also air on Singapore’s Channel 8, with embedded QR codes that link viewers to purchases.

Singaporean indie prodco Wawa Pictures has made the series, and the cast comprises Love 972 personalities Mark Lee, Dennis Chew, Marcus Chin, Violet Fenying and Chua Lee Lian.

The spy comedy, billed as a tribute to classic Hong Kong spy films, follows three veteran operatives who search for a missing colleague, and uncover a conspiracy threatening their agency. Characters sometimes break the fourth wall to speak to viewers about featured products.

Continuing the trend for brands to embrace the microdrama format as a marketing vehicle, six brand partners appear across eight integrated episodes: Tuas Power, Maxi-Cash, Haleon, Wipro Consumer Care, Hoe Kee Hardware and Sodo Feng Shui Centre. Mediacorp said the series was built around the products from the scripting stage, so that each integration serves both the story and the brand’s messages.

The campaign also includes a pre-launch Love 972 audio drama, a Facebook livestream hosted by Fenying and a TikTok livestream from The Wonder Shop for live commerce.

Jacqui Lim, chief commercial officer at Mediacorp, said the broadcaster’s microdrama experience led to the project. “Since 2024, we have built a slate of over 20 scripted titles across languages and genres, while also expanding into micro-factuals and, most recently, our first micro-variety series,” she said.

She added that five of the group’s microdramas have passed 10 million views, and that the three-season On The Line franchise has generated more than 41 million views.

Lim said the aim of these brand integrations is to avoid interrupting the story. “We are now applying the same playbook to branded entertainment, so a product can be woven into a humorous situation, a relationship, a gift between characters or even a plot twist rather than an interruption to the story,” she said.