Tag: mediacorp

Singapore – Loyalty programme yuu Rewards Club, launched by technology company minden.ai, has teamed up with Mediacorp for its inaugural micro-drama series designed for social media release.

With the increasing demand for micro-dramas on social media, the partnership aims to blend storytelling with product placement to showcase a fresh entertainment format in the industry.

The micro-drama, ‘Falling for the CEO’s Son,’ follows the executive’s son traversing a love triangle while discovering family secrets placing his personal and professional life at risk.

@yes933

又有新的情敌？ Watch till the end to find out who is @zelcrust’s love rival 👀 #YES933 #YES933Acts #YES933小剧场 #总裁儿子爱上我 #FallingfortheCEOson @SinneeSeow 萧歆霓 @高美贵 @therealjeffgoh @yuu Singapore

♬ original sound – Mediacorp YES 933 – Mediacorp YES 933

The ultra-short drama, led by Mediacorp’s audio brand YES 933, integrates the DBS yuu Card, Super Duper Rewards, and yuu Arcade into the storyline spanning three episodes. The drama has been running since November 2024.

The partnership with yuu Rewards Club marks Mediacorp’s first partnership for product placement in its micro-drama series.

“These ultra-short, vertical-format dramas are quickly gaining traction on social media platforms in Singapore, reflecting how audiences are consuming content today,” Jacky Mak, brand marketing director at minden.ai, said.

“As the first brand to collaborate with Mediacorp on their ultra-short episodic social media micro-drama, we’re honoured to support this pioneering entertainment content format in Singapore, leading the way in blending storytelling with product placement. We’re excited to showcase yuu’s unique features and deepen connections with our audience through storytelling,” Mak added.

Singapore – Hepmil Singapore and Mediacorp have teamed up in a first-of-its-kind partnership to help brands gain maximum exposure through sustained, impactful marketing campaigns that stand out from the noise and clutter in today’s saturated media landscape.

This tie-up marries each partner’s strengths and offers clients the best of both worlds: access to Hepmil Singapore’s parent group, Hepmil Media Group’s vast community of over 1,000 Key Opinion Leaders (KOLs) and influencers across six markets; and the unrivalled audience reach of Mediacorp’s transmedia network of TV, audio, digital and out-of-home platforms.

Hepmil Singapore and Mediacorp have launched a joint offering known as POV Gen Z for clients who especially want to engage Gen Z and Millenial audiences. POV Gen Z will see branded videos and advertorials developed from the point of view (POV) of KOLs with niche interests in a wide array of topics such as food, fashion, fitness and more. Their content will then be hosted on Mediacorp platforms such as CNA TODAY and 8days, and further amplified on its wider network of media platforms.

With this offering, authentic, entertaining and engaging stories told by influential KOLs will be able to reach today’s digitally connected generation via brand-safe and credible platforms. Furthermore, by driving these stories across a multitude of social and publishing platforms, clients can look forward to increased longevity and higher visibility (through enhanced search engine optimisation, or SEO) of their campaigns.

In addition, as part of this partnership, clients can look forward to several new co-bundled marketing solutions that marry the respective strengths of both parties. Clients who are keen to leverage these new-to-market solutions can do so by going through either Hepmil Singapore or Mediacorp. This allows for a more holistic, omnichannel and customised approach to meeting clients’ needs by leveraging the best of what both Hepmil Singapore and Mediacorp can offer.

Michelle Tan, CEO of Hepmil Singapore, said, “Our priority at Hepmil has always been to drive client success. Partnering with Mediacorp was a natural step to ensure that creator content not only stands out in the crowded social media landscape but also gains greater reach through Mediacorp’s comprehensive media solutions.”

Meanwhile, Jacqui Lim, chief commercial officer at Mediacorp, commented, “We are excited to team up with Hepmil Media Group to harness the power of influencer-driven social conversations in advertising. Our partnership aims to offer a holistic solution amidst today’s fragmented influencer industry with a myriad of creators having their own niche areas of interest and followers.”

She added, “Our clients will now have access to Hepmil Media Group’s community of KOLs in addition to Mediacorp’s existing pool of creative talent and extensive media network, offering them greater choice and more relevant ways to spotlight their brands. We look forward to working with clients through POV Gen Z and our suite of co-bundled solutions to supercharge their marketing campaigns and take their businesses to the next level.”

Singapore – Mediacorp has recently launched a new 3D anamorphic-ready LED screen on the façade of Chinatown Point in a bid to bring greater visibility for clients in terms of out-of-home (OOH) channels. Some of the company’s recently-signed clients include Temasek Foundation, Qatar Airways and KFC–and complemented greater customer visibility in time for the Mid-Autumn festival.

In a conversation with MARKETECH APAC, Sabrina Tan, head of industry solutions and OOH at Mediacorp explained that aside from leveraging their unparalleled reach as Singapore’s national media network, Mediacorp partners more than 3,000 brands each year to help reach their target audiences through their suite of video (both TV and digital), audio and branded content solutions.

“In keeping with our commitment to provide clients with the most comprehensive suite of transmedia advertising solutions, we also invest in our out-of-home (OOH) channels to complement our expansive reach, thus enabling advertisers to further amplify their video assets and reach more potential customers,” she said.

Sabrina also stated that they continue to witness robust demand for outdoor advertising, which remains a key growth segment for Mediacorp.

“OOH advertising allows brands to engage busy audiences on-the-go on a 24/7 basis, thus offering a unique value proposition that complements and boosts the reach of both traditional and digital media channels. This is especially pertinent in the context of Singapore, a busy and bustling city state where people are constantly on the move,” she said.

With that in mind, they see this as an opportunity to boost the reach of their clients’ campaigns on the ground, and have invested in some of the latest digital screen technology to help drive their campaign goals.

Aside from the recently-installed 3D anamorphic-ready LED screen at Chinatown Point, they also launched a new 37sqm-sized screen at Orchard Gateway Emerald mall, along Singapore’s prime shopping belt Orchard Road, another high-traffic location with an estimated monthly football of over two million.

When asked about particular OOH challenges in Singapore, she mentioned that a common challenge faced by advertising companies in many other countries, including Singapore, is the lack of a single currency to measure the efficacy of OOH advertising.

To overcome this, Sabrina said that they are focusing their efforts to partner with more data owners to provide them with the insights that would allow for more accurate audience targeting in their clients’ campaigns.

A recent example they had was when they partnered with automobile company BYD Singapore on a first-of-its-kind ‘10.10’ campaign to launch its luxury model Denza 9 at the Shangri-La Singapore hotel. To ensure the event could reach as many eyeballs as possible, they livestreamed the launch to Mediacorp’s three digital OOH screens at Bugis, Chinatown Point and Orchard Gateway Emerald, thereby extending the campaign’s reach far beyond the physical confines of the hotel’s ballroom.

“At the same time, we will continue working with our clients to develop more innovative and cost-effective campaigns that harness the power of Mediacorp’s omnichannel network, which includes our OOH platforms,” she concluded.

Singapore – Mediacorp has announced that TODAY, its local news website, will be merged with CNA’s digital newsroom, which will take effect on October 1 this year. According to Mediacorp, this move is aimed at strengthening CNA and will see TODAY become the digital long-form weekend magazine of CNA.

Through the merger, TODAY will focus on producing analytical features on current issues under the well-regarded ‘Big Read’ brand; ground up news features; engaging human interest interviews; as well as opinion pieces every weekend to supplement CNA’s current suite of daily digital offerings.

From 1 October, the TODAY app and website will no longer be updated. All new content will be found on the CNA website and app. TODAY will retain its social media pages, with links pointing audiences to the CNA website.

It is also worth noting that the merger will not result in any staff cuts, as all TODAY staff will be offered roles in CNA. 

Walter Fernandez, editor-in-chief at TODAY, explained, “This merger comes in a post-COVID landscape defined by a global surge in news fatigue coupled with active news avoidance. These trends have been exacerbated by changes to the algorithm of selected social media platforms to de-emphasise news by reducing its discoverability. At the same time, the overlap between the TODAY and CNA digital audiences has also increased significantly over the past two years.”

Meanwhile, Jacqui Lim, chief commercial officer at Mediacorp assured the many long-time advertisers in TODAY that they would be offered competitive, alternative advertising solutions across the Mediacorp network including the stable of news brands that includes CNA, 8 World, Berita and Seithi. 

“This strategic move reflects our long-standing commitment to an audience-first approach for advertisers. We are constantly refining our offerings to ensure we have an effective range of innovative solutions. Brands and advertisers who partner us can look forward to meaningful and relevant media and content opportunities within our integrated portfolio,” she added.

Singapore – Mediacorp, the Singaporean state-owned media network, has named Jacqui Lim as its new chief commercial officer to drive revenue growth and unlock new business opportunities for the company. 

With extensive experience in the media and advertising space, Lim will be instrumental in charting a roadmap for boosting revenue streams and developing a commercial strategy aligned with Mediacorp’s efforts to constantly innovate and augment its offerings for audiences and advertisers.

As the new CCO, she will lead the Commercial Group in revenue generation and client engagement, collaborating with business units and partners to provide targeted solutions across Mediacorp’s wide range of IPs and platforms.

Lim spent two decades of her career working in management and directorial roles for a number of media agency networks, like Publicis Media and Omnicom Media Group. She was most recently with Havas, where she served as the CEO of Havas Media Group and regional chief growth officer of Havas Group. 

During her tenure, the agency brands in Havas Media Group received accolades and recognition across various industry award shows.

Lim’s appointment will be effective on June 3, 2024.

Tham Loke Kheng, CEO of Mediacorp, said, “Partnerships are key to unlocking new commercial success. I believe Jacqui will bring her business and creative acumen to continue delivering innovative and targeted solutions for our clients across our wide range of content, talent, and platforms.”

Commenting on her appointment, Lim also said, “I am thrilled to join a forward-thinking company that is focused on securing its position as a leading integrated player in the competitive media landscape. I look forward to working with Team Mediacorp to deliver synergistic business results and provide the most effective, complete, and targeted solutions for our clients.”

Singapore – Media company Mediacorp and Nanyang Polytechnic (NYP) have strengthened their longstanding history of collaboration through the forging of a Memorandum of Understanding (MOU), paving the way for the potential establishment of a new centre of excellence for omnichannel marketing to support SMEs. This new centre aims to train SMEs and assist them in planning, creating, and driving omnichannel marketing campaigns by engaging NYP students and tapping on the creative talents and expertise of Mediacorp.

With the new MOU, which will be in place for a period of three years, more NYP students can look forward to an extensive range of programmes to prepare them for prospective careers in the media industry. These include opportunities to work on a wide variety of industry projects, which will reinforce what the students learn in the classroom, help them acquire industry-relevant skills, and allow them to be mentored by seasoned media practitioners from Mediacorp. At the same time, the students develop a portfolio of work which will smoothen their entry into the workforce upon graduation.

Moreover, internships with Mediacorp are also included, where they will be able to apply the knowledge learnt in the classroom, acquire practical skills, and gain real-life exposure to the media industry. And lastly, sharing sessions and career planning, where Mediacorp will be providing student cohorts with customised sharing sessions and learning journeys tailored to the students’ respective specialisations. On a broader level, careers talks and recruitment roadshows by Mediacorp will also offer graduating students career planning advice and information.

The partnership builds on an earlier MOU signed in 2019 to broaden the scope of collaboration to jointly develop a range of initiatives involving more schools, departments, and entities across both organisations, with the aim of nurturing the growth of the creative economy and talent in Singapore. It will also enable NYP’s academic staff to be up to date with the latest industry know-how and practices through staff attachments at Mediacorp.

Tham Loke Kheng, CEO of Mediacorp, said, “Mediacorp is pleased to further build on the solid foundations of our relationship with Nanyang Polytechnic. Through this renewed agreement, we affirm our commitment to leverage our strengths in content creation and production to groom the next generation of media professionals and ready them for exciting and fulfilling careers in this industry.”

Meanwhile, Jeanne Liew, principal and CEO at Nanyang Polytechnic, said that the creative and media industry in Singapore has shown rapid growth in recent years, and businesses are increasingly turning to digital platforms for better reach, and the media landscape is constantly evolving with the latest technology and trends. 

“Through this partnership, we hope to enable our learners to harness their skills and build their portfolios – be it in marketing campaigns or content creation and production for Small- and Medium-Sized Enterprises. Possessing such valuable hands-on experience will also allow learners to gain a competitive advantage when they enter the workforce or pursue further studies after graduating,” said Liew. 

Singapore – E-commerce fashion brand ZALORA has signed an inaugural content-commerce partnership deal with media company Mediacorp, to offer consumers an enhanced shopping experience for its annual Big Fashion Sale event, which will run from 24 to 30 June 2021.

The partnership will see Mediacorp creating engaging content that caters to the evolving purchasing preferences of ZALORA’s online consumers, enabling both companies to diversify and reach new customer bases.

Mediacorp will be offering three specially created Work from Home-themed episodes of Hush, a podcast series that features the familiar voices from Mediacorp DJs Hazelle Teo from YES 933 radio station, Germaine Tan from 987 radio station, and Azura Goh from Ria 897 radio station. The series will be available on meLISTEN, YouTube, and Spotify, as well as Apple Podcast.

In addition, ZALORA shoppers can join guessing games in the lead-up to the Big Fashion Sale on Mediacorp radio stations, with DJs doling out ZALORA gift cards to winning participants. 

ZALORA’s Chief Marketing Officer Jo Bjordal shared that they are pleased to celebrate another year of the ZALORA Big Fashion Sale by bringing the best brands to their customers, across different categories spanning fashion, beauty, and lifestyle.

“We supersized this year’s Big Fashion Sale with a wider assortment and bigger brand deals to give everyone a great shopping experience,” said Bjordal.

Meanwhile, Parminder Singh, the chief commercial and digital officer of Mediacorp, commented that they are glad to partner with ZALORA to provide greater value for consumers using the strength of their engaging content and expansive network. 

“This collaboration builds on Mediacorp’s proven track record in driving commerce using innovative content solutions. We hope to leverage our partnership-based business model to deliver results for more like-minded clients, as we work together to strengthen the economic engine of the country,” said Singh.

Last month, ZALORA entered the Top 5 stories of MARKETECH APAC where Chris Daguimol, Zalora’s group director and head of corporate communications, shared that Zalora has always been big in content production.

ZALORA entered the top stories for its launch on its first-ever fashion and lifestyle podcast in Southeast Asia, ‘Zalora Talks’.

Singapore – 3radical is the latest partner of Singapore-based media network Mediacorp, and aims to drive web traffic through loyalty boosting, readership, and consumer data capture.

The latest partnership coincides with Mediacorp’s 20th anniversary of their digital mobile news network TODAY. 3radical’s collaboration entails strategic engagement solutions to allow Mediacorp’s readers to interact more, signaling a more mutually beneficial environment.

“Mediacorp is a great example of how content creators must transform their digital experiences to meet the constantly changing needs of consumers, earn their engagement, and get a better understanding of each reader. We are so excited to be helping Mediacorp address this ever-evolving landscape by creating compelling engagement exchanges that more effectively drive loyal readers now and in the future.”

Michael D. Fisher, CEO at 3radical

Furthermore, 3radical’s Voco gamification software enables Mediacorp to provide digital interactions that incentivize audiences while earning their data on a permissioned basis.