Archives
2010 | Finalist | Best Use of Digital Search
Advertiser: Colgate-Palmolive Marketing Sdn Bhd Brand: Colgate Creative Agency: - Credits: Credits Ann Lim (Client Service Director), Tony Chang (Client Service Manager), June Fong (Buying Manager), Desmon Kiu (Client Service Executive, GroupM Interactive), Chong Lee Fen (Client Service Executive, GroupM Interactive)
2010 | Finalist | Best Use of a Small Budget (Under RM100,000) Excludes Digital
Advertiser: Singapore Tourism Board Brand: Singapore Tourism Board Creative Agency: - Credits: As the year-end holiday theme was “Celebration-packed Singapore”, we identified Madonna’s “celebration” as a powerful tool to build a platform for STB. We brought STB into Mixfm and Universal Music for this collaboration, creating a “Celebration Time” promotional contest on air.
Challenge
STB would like more Malaysian to celebrate their year-end holidays in Singapore. Singapore is already a popular destination amongst Malaysian. We were still tasked to attract more tourist receipts. How could we help STB to attract more Malaysians to visit the country, with very limited budget?
Solution
As the year-end holiday theme was “Celebration-packed Singapore”, we identified Madonna’s “celebration” as a powerful tool to build a platform for STB. We brought STB into Mixfm and Universal Music for this collaboration, creating a “Celebration Time” promotional contest
on air.
Execution
The chorus of the song served as the cue to call in for the contest. Every contest segment would highlight a destination/event in Singapore, and listeners would have to associate and describe the destination/event with 3 adjectives. Example, the event is a Zouk Out Party, an answer could be “Smashing! Awesome! Super!”. High frequency of radio promo-pointers enhanced the awareness of the promotional contest and drove up the participation.
Results
Tourist arrivals from Malaysia surged by +18% in December. Everyone was celebrating as this was a mutually rewarding collaboration.
