Singapore, 5 September 2007 - Mediaedge:cia and JCDecaux have created an outdoor campaign for SingTel to promote its latest Pay-TV service. Breaking from 1st August, SingTel launched two bursts of a total seven-week campaign on JCDecaux Streetside Network at different prime Orchard Road bus shelters to broadcast this new offering to the masses.
The objective of the campaign was to educate consumers that SingTel’s mio TV changes the way consumers watch TV, revolutionising the home entertainment experience with the largest selection of on-demand digital movies and High Definition content right in the comfort of their living rooms. Therefore, for the Outdoor initiative, the creative rationale was to demonstrate the key benefits of subscribing to mioTV. This idea was translated onto three prime JCDecaux bus shelters on Orchard Road, namely near The Heeren, Tangs and Thai Embassy precincts, dressed in vinyl stickers on the sides of the roof with a strapline, “No more waiting for the latest movies”, pillars and seats as well as life-sized Mio TV entertainment system along with two plasma TVs placed on top of the bus shelters. In addition, a network of 6-sheet posters in its red hue trademark with a tagline, “The choice is yours” was also flanked islandwide to broadcast the message. Other above-the-line medium used to promote mioTV included the Press, Radio, TV and Cinema.
According to Constance Lim, Account Director of Mediaedge:cia, “The outdoor platform is an ideal environment as it allows us to demonstrate mioTV offerings. Also, as Orchard Road is considered one of the key arteries in Singapore, it was clear we chose to partner with JCDecaux given its dominate presence in that precinct”.
“JCDecaux is delighted to be the Outdoor partner with SingTel for such a significant milestone in offering more choices to home entertainment experience”, says Elise Yan, Marketing and Research Executive at JCDecaux Singapore.
Mediaedge:cia Singapore handled media planning while Y&R oversaw the creative.
Campaign Dates:
1 August ~ 2 October 2007 (7 weeks)
Press Coverage:
http://www.marketing-interactive.com/news/2929
Contact person for more details:
| Full name: | Elise Yan |
| Job title: | Marketing and Research Executive
JCDecaux Singapore Pte Ltd |
| DID: | +65 6331 9390 |
| Fax: | +65 6333 6177 |
| Email: | elise.yan@jcdecaux.com.sg |
EDITOR’S NOTE:
Founded in1964, JCDecaux today is N°1 in street furniture advertising and N°1 in airport advertising worldwide and N°1 in Europe for billboards. The Group manages 627, 000 advertising panels in 43 countries around the world employing 6,900 people. JCDecaux entered the Asia Pacific market in 1990s with a clear vision of creating a high quality outdoor advertising presence. Our presence in the Asia Pacific region includes Hong Kong, Japan, Korea, Thailand and Singapore.
In Singapore, JCDecaux markets Bus Shelter, Prime Underpass, Shopping Mall and Cinema Advertising products.
Key information on the Group
| 2005 revenues: €1,745.2m; Q3 2006 Revenues: €1,382.1M. |
| JCDecaux is listed on the Eurolist of the Euronext Paris stock exchange, and is part of the Euronext 100 and FTSE4Good indices. JCDecaux has entered the Interbrand rankings in 23rd position, with a brand new value of €10.3 billion. |
| N°1 worldwide in street furniture (318,000 advertising panels) |
| N°1 worldwide in airport advertising with 153 airports and more than 300 transport contracts in metros, buses, trains and tramways (207,000 advertising panels) |
| N°1 in Europe for billboards (200,000 advertising panels) |
| N°1 outdoor advertising company in China (79,000 advertising faces in 20 cities) |
| 715,000 advertising faces in 48 countries |
| Present in 3,400 cities with over 10,000 inhabitants |
| 7,900 employees |
JCDecaux: Showcasing the
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