Content Lab wins major US Content Marketing Awards for Singtel and Ministry of Manpower campaigns
SPH Media’s end-to-end content marketing unit, Content Lab, recently bagged three awards at the 2024 Content Marketing Awards, the largest and longest-running international content marketing awards programme in the United States.
It won for its campaigns with local telco Singtel (The people you love VS The Internet you also love [article and videos here]) and the Ministry of Manpower (MOM) (“FWA!” Bringing Flexible Work Arrangements to life [article and videos here]).
WINNER
FINALIST
The campaigns
To get the audience of the Singtel campaign to appreciate the impact fast and reliable internet access has on almost every aspect of our lives, Content Lab cheekily related it to something else we all love but constantly take for granted: Our significant others.
Partnering with Kiss92 FM’s DJs Glenn Ong and The Flying Dutchman, they asked our audience: “Wifi or Wifey” and “Broadband or Your Man” - which resulted in local comedy gold. The campaign then tapped into the strength of the network, amplifying via our lifestyle media platforms and Out-of-Home media and culminating in an explainer article and video on The Straits Times that explained the tech behind Singtel’s broadband.
Meanwhile, MOM’s campaign played on two meanings of FWA (Flexi-Work Arrangement, and the sound Singaporeans make when hearing of a good lobang). It is anchored on a series of humorous, social-first videos to raise awareness of the topic and the different types of Flex-Work Arrangements that employees can consider. These were accompanied by articles with tips on how to implement FWAs and success stories to show employers the benefits FWA brings on The Straits Times and Zaobao.
Other winners and finalists include Google, Salesforce, JP Morgan, Unilever, Nestle, Sprinklr, Grey Goose, Marriott International, Jollibee, Warner Bros, Advil, and Burger King.
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