Results and Effectiveness

An unprecedented 150,000 people attended Singapore’s largest Live Drawing event. Ministers, dignitaries and even the President of Singapore graced the event. Generating a total of 80 million media impressions; 4.5 million Facebook impressions and 99% positive comments on the event and the brand. It showcased SPH as an inclusive responsible corporation that rallied Singaporeans to participate and support this phenomenal gift for Singapore’s 50th anniversary next year. It also promoted awareness about autism and highlighted the mission of Pathlight (first autism-focused school) The campaign reconnected Singaporeans with SPH and showcased the power of SPH’s multimedia platforms to advertisers.

Creative Execution

Using only SPH owned multimedia platforms, the integrated campaign was launched in 3 phases: Teaser, Reveal and Countdown. Paragon, a property under SPH Reit, provided the venue for the Live Drawing while SPHRazor, the production arm, covered the event. This presented an opportunity for a case study to showcase the power of SPH’s multimedia platforms to advertisers. One week prior to launch, we rolled out the Teaser phase through press, outdoor, online and mobile media platforms driving consumers to the campaign microsite housed under AsiaOne (another SPH digital portal). Facebook, Instagram and Twitter were used to seed information and facilitate conversations. At the Reveal and Countdown, a clever mix of SPH owned media channels were employed along with radio spots and Live roving reports via SPH owned radio stations (HotFM 91.3, UFM 100.3FM and Kiss 92). SPH newsstands, the Buzz Kiosks, were deployed to raise awareness.

Insights, Strategy and the Idea

Surging computer, tablet and smartphone usage has changed media consumption habits and drastically reshaped the media landscape in Singapore. Singapore Press Holdings (SPH), Asia’s media powerhouse, has over the years reinvented to remain relevant. While it has evolved, SPH is challenged to showcase the efficacy of its multimedia platform solutions to both agencies and advertisers. Over the years, they have also lost affinity with Singaporeans due to its perceived pro-government editorial. How then do we demonstrate the power of its integrated multimedia solutions to advertisers and reconnect Singaporeans with SPH? Leveraging on SPH’s 30th anniversary, a unique and proprietary event was created to support an integrated campaign to put SPH in pole position as the nation’s leading news and information provider. Stephen Wiltshire, an autistic savant and a world-renowned architectural artist, was invited to draw the Singapore skyline from memory, in full view of a LIVE audience.