3. And this is our big idea
Ignite memories,
Unite families
4. Objectives
To ignite memories from past
television experiences
To remind TV viewers of family
togetherness through television
5. 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
6. Campaign
Step 1:
Television Commercial to attract TV viewers to digital website
Step 2:
Website encourages engagement and interactivity
Step 3:
Digital invitation to families to attend MediaCorp’s event
8. Television Commercial
A one minute video montage made
up of snippets of past MediaCorp
programmes – with original audio
intact
Refer to storyboard attached
9. 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
14. Benefits
Links all MediaCorp’s products in a single platform
Shared by members in the family
Able to share resources/activities within family account
15. 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
16. Rationale
Extend TV viewing experience out of
home
Embrace new digital platforms to fulfill
family needs
Relevant way to reach out to
consumers in highly digitalized world
Interactive and engaging
Convenient (linking services in a single
website)
Something that has not been done
before
17. Expected outcomes
Buzz generated, seen as the next BIG thing
Increased turnout rate for the event
Better customer relations for MediaCorp
18. Ultimate Goal
MediaCorp has been and will always
be a part of people’s lives,
even more so now with multi-screens
touch points
