Award: CAMPAIGN AWARDS \ C03. Best Use of Broadcast/Video

In 2019, Singapore Tourism Board (STB) launched the brand’s new marketing concept “Encounter the Unexpected”, featuring four “tribes”, specifically Foodie, Explorer, Collector and Socialiser, designed to promote the brand slogan “Passion Made Possible”.

As immersive experience and interactive video become increasingly popular, enabling audience to actively engage with brand content is the key to the communications between brand and consumers. Meanwhile, KOLs serve as the bridge connecting brands to consumers, further shaping brand perceptions and affecting consumption behaviour and lifestyle.

With that, a holistic IMC campaign in collaboration with papitube, the leading short video multi-channel network (MCN) in China, was unveiled through an innovative mini interactive variety program with online and offline activations, resulting in an unprecedented marketing attempt in the industry with massive media exposure.