Mediacorp’s Brand Studio was awarded the Best Integrated Cross-Channel Cross Media prize for its “Be Ready for Life” campaign created for Manulife Singapore at The Drum Content Awards. In its third year, the awards by London-based marketing news website The Drum recognises effective and great content campaigns internationally.
Brand Studio created a campaign aimed at helping Manulife break away from the usual spin of financial planning content and stand out as thought-leaders. The campaign anchored on what the target demographic cares about, providing Manulife Singapore the opportunity to help with realistic, helpful and practical advice to address the audience’s concerns.
The campaign started with a multimedia digital publication hosted on ChannelNewsAsia.com, then extended into a transmedia campaign involving news media TODAY and radio station Class 95FM, as well as their social media platforms, reaching over 1.3 million people in four months.
Class 95FM hosted a six-part call-in advice series – the first of its kind on Singapore’s No 1 English music radio station.
The judges called the Brand Studio campaign a “really well executed, thought-out campaign which excited its target audience”.
“Be Ready For Life” beat out strong competition from the likes of Hill + Knowlton Strategies UK, Havas media group, Carat and News UK. Brand Studio was the sole nominee from Asia.
“The goal at Brand Studio is always to put the audience first. Whether it’s to inform and educate, entertain or connect emotionally, good content must mean something to the audience,” said Brand Studio Executive Creative Director Phin Wong. “An international award like The Drum is also evidence of the tremendous talent that we have right here in Singapore.”
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