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Media Relations Campaign of the Year


Gold
Campaign Title

Connected Healthcare Matters
Client

SAP
Agency

FleishmanHillard

The agency set out to bring healthcare technology innovations to life by highlighting the real impact of SAP’s software solutions to doctors, nurses, patients and caregivers. To do so, SAP began working with local associations, healthcare organizations and government agencies to empower people to lead healthier, more active and collaborative lifestyles through technology.

SAP built a series of storylines around existing healthcare prototypes including the Personalized Care solution, a customizable social platform to help patients and their families find best practices in caregiving; Google Glass for Doctors, an augmented reality app to help doctors improve service, reduce medication errors and potentially save lives; Feliz, a new wellness app to help individuals plan and optimize fitness training.

Through conferences, meetings and roundtables, SAP led discussions on the future of healthcare with local healthcare organizations, associations and authorities to showcase these prototypes.

The campaign helped SAP establish and deepen relationships with 30 journalists, and drove 69 instances of coverage in Singapore, the Philippines, Korea and India. These in turn translated into new business enquiries and deals. For example, an appearance on ChannelNewsAsia, the first time SAP healthcare story was told by a SAP expert and not a healthcare customer or partner, led to a business opportunity with India’s Reliance Foundation Hospital. A 20-minute radio interview on 938LIVE’s HealthWISE FAQ talkshow opened doors to new discussions in Singapore with Raffles Medical, SG Enable and Ministry of Health (MOH) Holdings.

SAP’s Healthcare lead for the region credited the campaign for helping the company achieve 36 per cent year-on-year revenue growth in 2014.
 

Silver
Campaign Title

Banking giant SBI wins over Indian millennials
Client

State Bank of India
Agency

Adfactors PR Pvt. Ltd.

India’s oldest commercial bank State Bank of India had trouble connecting with consumers below 35, a segment that makes up 65 per cent of the country’s population. The bank set out to course correct and attract next-gen customers, with a special focus on increasing share in the loan segments. With that in mind, the agency was keen to showcase the bank’s “modern credentials” and highlight its digital banking and consumer loans initiatives.

Adfactors focused on increasing engagement with millennials across traditional media and social media platforms. Further, the company present across 16,100 branch locations in India, planned to target regional language media that covers 75 per cent of India’s population. The plan also included promoting the bank’s first woman chairman Arundhati Bhattacharya as a youth ambassador.

SBI also launched digital branches, sbiINTOUCH, and organised video conferences, endorsed by the country’s finance minister. The firm also launched a CSR programmed ‘Youth for India’ targeting young professionals and rural youth. During the time, it also launched 385 technology learning centres with the aim of generating customer relation programmes for a better understanding of its products and services.

The campaign resulted in 10 magazine cover stories and over 92 interviews across national and regional media. SBI received over 13,880 media clips across national media generating over 2.6 billion impressions. Of these, 4,290 articles were generated in Hindi and seven other regional languages. SBI says its social media following also received a boost during the period. On Facebook, for instance, its likes increased from 41,710 to 443,938.

 

Bronze
Campaign Title

GrabTaxi – Rides made awesome
Client

GrabTaxi
Agency

Ruder Finn Asia Pte Ltd

The agency set out to leverage media as a conduit to introduce GrabTaxi, shape public perception and shift consumer behavior to ncrease adoption of the GrabTaxi app. A media strategy with various touchpoints aimed to introduce and entrench in the minds of consumers and drivers alike the concept of ‘e-hailing’ (using mobile devices) as a preferred mode of hailing taxis.

The campaign included partnerships with Sony Xperia (the GrabTaxi app was included on new phones) and M1 (which offered value-added service for subscribers). Interviews across media platforms for GrabTaxi spokespersons as well as founder Anthony Tan were coordinated to ensure consistent visibility throughout the 12 months. Communications focused on education to build understanding and acceptance of the brand through user-friendly infographics. The campaign also sought to position users as trendsetters through coverage in publications that target young consumers.

In the year of the campaign, GrabTaxi became the largest 3rd party taxi booking app in Singapore and the most widely used, with more than 2.5 million download in SEA by end 2014. In addition to substantial media coverage, the campaign led to more than 50 per cent of Singapore’s taxi drivers downloading the app, and income for drivers who use the app has reportedly increased as much as 100 per cent.

The app’s growth and increasing popularity even caught the attention of Singapore’s Prime Minister. Though not a taxi user, he nonetheless mentioned GrabTaxi several times in public speeches, mentioning that the transit authority gets fewer complaints about the taxi situation thanks to the change in Singapore’s taxi landscape.