SPOP SING! 2018
Huawei hit the right note with young millennials with SPOP SING! – 1,000 nova 3i mobile phones snapped up within hours of launch
To drive top-of-mind awareness of its nova 3i mobile phone amongst millennials before its official launch in Singapore, Huawei Mobile partnered Mediacorp’s SPOP SING! – a singing competition to promote local music and uncover raising talents. The partnership proved to be a great match as the competition provided a captive millennial target audience combined with months-long publicity blitz, celebrity star power, multiple customised content integrations and on-ground engagement opportunities.
The 360 marketing campaign kicked off with presenter media entitlements of over 1,000 TV trailer tag-ons and 6 million digital impressions, as well as social media postings by the Top 20 contestants to promote the nova 3i smartphone to their fans, followers and supporters. On 28 July, SPOP ambassadors Boon Hui and Joanna Dong graced the nova 3i launch event at Waterway Point and wowed the capacity crowd. Along with mobile studios live roving reports bringing footfall to the event, the results were amazing – over 1,000 units of nova 3i were snapped up immediately.
Throughout the competition, the nova 3i phone was cleverly integrated into the programme as digital cue-cards by the hosts or profile templates to introduce the contestants, achieving valuable brand exposure with live audiences or those watching on TV screens. SPOP roadshows, activations and Finale event at Padang also allowed for on-ground engagements where consumers got to experience Huawei phones.
The singing competition was a resounding hit with over 1.7 million viewers on Channel 8 through its 10 episodes. Including audition short clips released from June 2018, the show received over 816,000 video views on Toggle, a testament to its immense popularity with the young and tech-savvy audience.
The 6-month marketing campaign was a smashing success, with over 13 million social media impressions (with an engagement rate as high as 8%), cumulative reach of 740,000 unique viewers for television ads, and over 3 million video views across Mediacorp Digital Network. Most importantly, it was an unprecedented sell-out for Huawei's nova 3i phone launch in Singapore.
Said Mr Cheng Jiangfei, Managing Director of Huawei Consumer Business Group Singapore: “This partnership has been a valuable one for us in supporting local talent who are vibrant and young, while also connecting with our millennial consumers through the programme.”
Contact your Mediacorp sales representative to find out how Mediacorp can help increase your sales and engage the right target audience for your upcoming marketing campaign.