This document proposes a campaign by MediaCorp to reignite memories of past television experiences and unite families. The campaign would include a television commercial directing viewers to an interactive website encouraging engagement. The website would invite families to create a MediaCorp family account and attend an upcoming MediaCorp event. The goal is for MediaCorp to remain a companion in people's lives across multiple screens and platforms.

1. Hello.

2. We are
cADets

3. And this is our big idea
Ignite memories,
Unite families

4. Objectives
To reignite memories from past
television experiences
To remind 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

7. The Hook

8. Storyboard (TVC)
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

10. Desired response
To create a
MediaCorp family account

11. MediaCorp Fam Acc
A website dedicated to connect
MediaCorp’s products in one single
platform
Can be extended into an App
(android, iOS, BB)

12. All in one platform
Family
Account

13. The Interface

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 effort

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 products in a single
website)
Something that has not been done
before

17. Expected outcomes
Buzz generated, seen as the next IN 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

19. Thank you
Tan Yi Xin Jasmine
Chua Yuxuan
Lau Kia Yong