nex gen challenge
TRANSCRIPT
Objectives
To ignite memories from past television experiences
To remind TV viewers of family
togetherness through television
Strategy
By portraying MediaCorp as a family companion who has stood by them
through 50 years
By highlighting MediaCorp’s efforts to meet their new demands
Campaign
Television Commercial to attract TV viewers to digital website
Website encourages engagement and interactivity
Digital invitation to families to attend MediaCorp’s event
Step 1:
Step 2:
Step 3:
Television Commercial
Refer to storyboard attached
A one minute video montage made up of snippets of past MediaCorp programmes – with original audio
intact
3-pronged call to action
Recognize snippets of video shown in montage
Evoke desire to re-watch shows/episodes
Share their nostalgic experiences with past shows
MediaCorp Fam Acc
A website dedicated to connect MediaCorp’s products in one single
platform
Can be extended into an App (android, iOS, BB)
Benefits
Links all MediaCorp’s products in a single platform
Shared by members in the family
Able to share resources/activities within family account
Digital Invitation
A personalized digital invitation would be sent to each family account 3 weeks
prior to the actual event in line with MediaCorp’s publicity efforts
Rationale
Extend TV viewing experience out of home
Embrace new digital platforms to fulfill family needs
Interactive and engaging
Convenient (linking services in a single website)
Something that has not been done before
Relevant way to reach out to consumers in highly digitalized world
Expected outcomes
Buzz generated, seen as the next BIG thing
Increased turnout rate for the event
Better customer relations for MediaCorp
Ultimate Goal
MediaCorp has been and will always be a part of people’s lives,
even more so now with multi-screens touch points