AIC's Break the Silver Ceiling

‘Break the Silver Ceiling’ campaign inspires active aging in over 2.8 million Singaporeans powered by Mediacorp’s wide network reach

Break The Silver Ceiling campaign redefines ageing in Singapore by promoting ageing well – living active, fulfilling lives driven by one's interests and passions. Leveraging Mediacorp’s content solutioning capabilities and media amplification, the campaign successfully maximised its reach and impact. 

Campaign Period: 9 September – 5 October 2024

Key Objectives
• To drive awareness of the campaign and photo exhibition
• To rally participation by sharing photos through hashtag

Performance Highlights
• 2.8M (P 15+) Total Reach (TV, Radio, Digital)
• 1.4 M (P 40+) Reach (TV, Radio)
• 800K (P 60+) Reach (TV, Radio)

Instagram: 
• 5.55% Engagement Rate
• 277,289 Reach
• 13,095 Likes

Content and Omni-channel Amplification
• Created engaging brand videos of profiles 
• Customised microsite on CNA
• Digital Banners + Social Card Ads
• Social Tribe of 10 celebrities 
• TV 
• Radio Partnerships

"We enjoyed the partnership with Mediacorp on our "Break the Silver Ceiling" campaign. Through its multiple media platforms, the campaign message and content were effectively integrated across various channels to reach our target audience." – Eva Lim, Director, Integrated Communications and Marketing, AIC

Contact your Mediacorp Account Manager for your brand’s next activation today.