SPH Media’s Content Lab is on a winning streak, scoring major awards both locally and internationally for two of its campaigns in September. This includes one of the top seven awards at the Content Marketing Awards (CMA), the largest and longest-running international content marketing awards programme in the United States.
The campaign for the Ministry of Manpower (MOM), “FWA!” Bringing Flexible Work Arrangements to Life, was named the B2C Branded Content Campaign of the Year at the CMA, run by the US-based Content Marketing Institute. It bested other finalists including entries from international brands Knorr and Advil.
Content Marketing Awards
WINNER
- B2C Branded Content Marketing Campaign of the Year - MOM: “FWA!” Bringing Flexible Work Arrangements to Life
- Best Content Marketing ROI/ Measurement Program - Singtel: The people you love VS the Internet you also love
- Best Use of Native Advertising/ Sponsored Content - MOM: “FWA!” Bringing Flexible Work Arrangements to Life
- Best Short Form Video/ Video Series - MOM: “FWA!” Bringing Flexible Work Arrangements to Life
FINALIST
- Best Content Strategy - MOM: “FWA!” Bringing Flexible Work Arrangements to Life
Marketing Excellence Awards
GOLD
- Excellence in Viral Marketing - Singtel: The people you love VS the Internet you also love
SILVER
- Excellence in Public Sector / Non-Profit Marketing (Silver) - MOM: “FWA!” Bringing Flexible Work Arrangements to Life
Playing on two meanings of “FWA” (Flexi-Work Arrangement, and the sound Singaporeans make when hearing of a good lobang), the campaign 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. A series of articles on how to implement FWAs, as well as success stories, were published in The Straits Times and Lianhe Zaobao to accompany the campaign.
During the announcement of winners, the judges said the campaign’s use of humour to explain a serious topic was creatively done. They added that the funny and relatable videos on TikTok, Facebook, and Instagram kept employers and employees alike watching, while the articles produced by the team to spotlight companies who support flexible work arrangements hit all the marks.
It had previously won for Best Use of Native Advertising/ Sponsored Content and Best Short Form Video/ Video Series at an earlier announcement of the Content Marketing Awards. It was also a finalist in the Best Content Strategy category at the same awards.
Locally, the campaign received the Silver for Excellence in Public Sector / Non-Profit Marketing at the thirteenth edition of the Marketing Excellence Awards. Held in September, the awards are designed to celebrate, recognise and reward Singapore’s outstanding marketing campaigns.
Meanwhile, Singtel’s campaign with Content Lab, The people you love VS the Internet you also love, won the Gold for Excellence in Viral Marketing at the Marketing Excellence Award. It had also recently won at the Content Marketing Awards in the Best Content Marketing ROI/ Measurement Program category.
The campaign started with cheeky questions posed by Kiss92FM The Big Show DJs Glenn, Angel and The Flying Dutchman, who asked our radio audience — “Wifi or Wifey” and “Broadband or Your Man” before hitting the streets to create local comedy gold. The viral campaign then tapped into the strength of SPH Media’s network, where it was amplified via our lifestyle media platforms and out-of-home media. An explainer article and video on The Straits Times then explained the tech behind Singtel’s broadband.
Phin Wong, Head of Content Marketing & Lifestyle Media, SPH Media said: "It’s a real honour to have the hard work, strategic thinking and creative talent of our team at Content Lab recognised both locally and at the biggest content marketing award in the US. Especially so for two projects that challenged conventional approaches to what could have been straight-forward content.
I’m very grateful to our clients, Singtel and the Ministry of Manpower. These awards would not have been possible without the trust and collaboration of our partners."
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