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.

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.

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The campaign titled ‘Life is Better with Double yuus,’ aims to spread positivity by turning L’s (losses) into W’s (wins). Conceptualised with social media marketing agency GOODSTUPH, the campaign encourages customers to shift to an optimistic perspective amidst stressful situations in life.

yuu Rewards Club is launching the experiential pop-up ‘Double yuu Festival,’ where attendees can share their losses with mascot yuuki and receive rewards in return. The rewards include vouchers and limited-edition merchandise. 

Additionally, festival attendees can visit booths where they can collect stamps and exchange them for freebies. They can also join a lucky draw where they can get the chance to win a beach vacation for two. 

The festival will be held at Suntec City until Oct. 20. Meanwhile, the integrated marketing campaign has been released on various channels, including television, radio, and social media.

yuu Rewards Club was created by the technology venture minden.ai, which enables interactions between brands and consumers.

“yuu Rewards Club turns 2, and we’re showering our Members with even more ways to win. By fostering a strong ecosystem of partner brands, we continue to deliver value and convenience to our 1.7 million Members on the App,” Jacky Mak, brand marketing director at minden.ai, said.

“We look forward to turning our Members’ ‘losses’ to ‘wins’ through the multitude of Offers and Rewards every time they shop with yuu. For example, Members can enjoy Super Duper Rewards, which include discounted vouchers at over 50% off. We hope to encourage our Members to celebrate little wins and immerse in life’s feel-good moments,” Mak added.

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