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Mediacorp’s #ILoveYouMumChallenge campaign wins four trophies at 2017 PromaxBDA Global Excellence Awards


SINGAPORE, 13 June 2017 — Mediacorp won three gold and five bronze awards at the 2017 PromaxBDA Global Excellence Awards*, a competition that recognises outstanding marketing achievements in the entertainment industry globally.

At an awards ceremony held last week in Los Angeles, #ILoveYouMumChallenge, a campaign which ran across Mediacorp’s suite of Chinese platforms, clinched one gold and three bronze awards. The remaining four awards came from two Channel 5 programmes - comedy Fine Tune and drama The Hush – each winning a Gold and a Bronze award.

Mediacorp’s haul of awards came from:

#ILoveYouMumChallenge campaign
Gold – Internal Marketing or Sizzle
Bronze – Webisode or Viral Video
Bronze – Special Project Award
Bronze – Content for Digital Promotion

Channel 5 comedy Fine Tune
Gold – Press Kit
Bronze – Premium or Specialty Items

Channel 5 drama The Hush
Gold – Dramatic Program Campaign
Bronze – Consumer or Trade Campaign - Program

Paul Chan, Lead for Branding & Promotions, Chinese Audience, Mediacorp said: “The #ILoveYouMumChallenge campaign kicked off with a touching viral video showing how ordinary people surprised their mums with a phone call to say I Love You. Celebrities and social media influencers were recruited to take the lead and rally their followers to take up the challenge. These online videos went viral and attracted over 1.2 million views, with more than 1,800 challenges collected in less than 6 weeks.”

Added Mr Chan, “The #ILoveYouMumChallenge is a transmedia social movement created to encourage children of all ages to muster the courage to say “I Love You!” to their mothers and we are very happy that this meaningful initiative not only touched the hearts of Singaporeans but an international panel of judges for its universal message. “

Lau Kuan Wei, Lead Marketing for English Audience, Mediacorp said: “To make sure that the high-quality programmes Channel 5 produces reaches our audience, we are constantly pushing the creative boundaries, exploring innovative ways to promote our shows through engaging and interactive campaigns. These Promax wins are an affirmation of the team’s efforts in working tirelessly to bring the best to our viewers.”

*PromaxBDA is the world’s premier body for marketing, promotion and design professionals working in the entertainment and information industry. The PromaxBDA membership represents every major broadcast and cable television organization, radio, computer hardware and software corporations, internet and other emerging technology stakeholders, premier design, promotion and advertising agencies. The PromaxBDA awards honor the best promotion, marketing and design work from companies or individuals broadcast, are regarded as the most prestigious awards in its field for creative endeavour.

Media contact

Winston Chong
Brand & Communications Specialist, Mediacorp
DID: +6563503351