The Campaign

Branded content is in its nascent stage in Singapore, so there are no regulations imposed by TV stations or the government.

Results

Nothing brings back the joy of reading like reminiscing one’s childhood books. So we combed second-hand bookstores for forgotten books, and used the scribbles and sketches on them to trace back their first owners. Through social media, we contacted the unsuspecting book owners, and set the stage for a reunion like no other. The heartwarming scenes were documented and turned into a series of web films. Riding on these films, we put out more children’s books, which found their way to the rightful owners with the help of the online community.

Within two weeks, our web films reached more than 650,000 Singaporeans. More importantly, the films started a long-overdue conversation amongst the audience, and returned the spotlight to the joy of reading. Facebook likes, comments and shares numbered 16,788. When more childhood books were put out, the online community voluntarily joined our search for more book owners.

Within two weeks, our web films reached more than 650,000 Singaporeans. A total of 16,788 likes, comments and shares were garnered on Facebook. More importantly, we have returned the spotlight to reading. This culminated in an event at the central library, showcasing the nation’s favourite childhood books. The event was attended by 11,927 visitors, and received national media coverage.