Brief Explanation

Strategy: As the series was never before broadcast in Singapore, there was a need to raise awareness about Modern Family. Also, the number of people watching television has declined over the years. This is the result of people constantly on the move, to whom we had to get our message across to. Being in conservative Singapore, the need to introduce the show was crucial due to the somewhat taboo topics and casts of the family members – like the gay couple that is fathers of an adopted Asian daughter. Families in Singapore are brought up in a generally conservative environment based on a core set of family values. So how do we get generate interest in such a traditional society? Conceptualization: Our main goal when churning out ideas for this ad was how would we able to present Modern Family to our audience in a more fun approach which enables them to connect with the show. Our core idea revolved around a family. Families will always have a family picture taken and displayed, be it of special occasions, gatherings etc. Therefore, our concept came from using a frame with a family photo in it. Execution: People are always on the move; therefore together with MEC, we decided to reach our audience through their mobile device. We communicated Modern Family through a rich media HTML ad, which had all the perks of an application, but without having to disrupt the users experience by first having to make a download. Users could access this wherever and whenever. Also, nowadays people rarely keep photos in their wallets. They are stored on their mobile device. Thus, we created an interactive photo to introduce Modern Family to a conservative Singapore. We wanted our audience to meet the family by getting up close and personal with each member of the show by knowing more about their characters and thus generate interest. Results: Through our creative use of rich-media Mobile, we were able to engage, introduce and educate our users to Modern Family. Campaign results also included [source, InMobi statistics]: • Over a span of 3 weeks, we achieved an impressive engagement rate of 21.6%, 3 times more than the industry standard. • Users spent an average of 2 minutes and 49 seconds, of which, 32.19% shared trailers on social media sites like Facebook. • We achieved this all without the need for downloading any additional applications