Together with you, our advertisers and partners, 2024 has been a rewarding and busy year for SPH Media.
Here’s a quick recap of some highlights of our past year with you.
1. Creative twists to ad solutions: Providing novel and effective ways to reach your target audience on our platforms
In our quest to innovate, our various teams crafted custom solutions using our existing platforms to provide even better ways to connect you and your brand to our audiences.
Who can forget the Formula One car optically roaring out of One Raffles Place’s 100-square metre megascreen? This experiential out-of-home video with its striking 3D visuals and aural soundtrack was the first forced perspective ad to run on the megascreen at one of the busiest hubs for PMEBs.
“It was wonderful working with SPH Media’s creative and outdoor teams; they took up the challenge to create something different and pushed the envelope. Their creativity and expertise helped to meet the Formula 1 Singapore Grand Prix’s promotional needs in a visually captivating spectacle that commands attention,” said Sasha Rafi, Director of Marketing, Singapore GP Pte Ltd.
We also maximised that same screen to live-stream the launch of the BYD Denza, allowing the EV brand to reach affluent PMEBs, high-net-worth individuals, decision-makers, and CEOs in the CBD simultaneously. BYD also made a pre-event splash with 2-page cover wraps on The Straits Times, Lianhe Zaobao, The Business Times, Berita Harian, and Tamil Murasu to promote their public launch in multiple languages across communities.
DBS also leveraged The Straits Times’ front page after Max Maeder’s Olympic win made headlines in August, with an ad that hijacked the bank’s own tagline, inspiring Singaporeans across all walks of life. The trendjacking continued with strategic ads on a double-page spread dedicated to Max.
Trendjacking aside, our platforms also provided other opportunities for our advertisers. Thematic solutions such as sync-ads on tagged article pages allowed advertisers such as HSBC and UOB to tap into big stories such as the US elections to reach a savvy audience interested in keeping up with trends and world events.
2. Award-winning content marketing campaigns: Effectively communicating your message to your target market
On the content marketing front, our end-to-end content marketing unit, Content Lab, scored major wins 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]).
MOM’s FWA campaign was named the B2B Branded Content Campaign of the year at the US-based Content Marketing Awards, besting entries from international brands such as Knorr and Advil. The campaign plays on two meanings of ‘FWA” — Flexi-Work Arrangement, and the sound Singaporeans make when hearing of a good lobang — through a series of humorous videos that effectively communicates the different types of Flexi-Work Arrangements that employers and employees can consider.
Locally, the Singtel campaign bagged the gold for Excellence in Viral Marketing at the Marketing Excellence Awards. From cheeky questions posed by Kiss92FM DJs Glenn and The Flying Dutchman to our radio audience, they hit 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, reaching a wide and diverse range of audiences.
3. Targeted events: Connecting you directly with your desired communities
This year, we successfully launched new events tailored to consumers’ interests and allowed exhibitors to showcase their products directly to these consumers.
These include The Home Expo — which attracted more than 10,000 homeowners, buyers, and upgraders — and The Health Bazaar, which was a hit among health enthusiasts. Our Malay language daily, Berita Harian, also kickstarted its BH x OMG Jauhari Series: Inspiring The Young, a monthly dialogue session to engage youth, especially those in the Malay-Muslim community.
The April edition of The Car Expo posted record-breaking numbers in terms of cars sold and total sales. The bi-annual event consistently attracts a large audience, including car enthusiasts and potential buyers, generating significant brand exposure for exhibitors to showcase their vehicles, technologies, and services.
Our annual events continue to be key touchpoints in their respective areas. For instance, the Berita Harian Achiever of the Year remains the most prestigious award in the Malay Muslim community, recognising outstanding individuals with a passion for striving for success and contributing significantly to society.
We also hosted three sessions of the Asia Future Summit, with each headlined by our titles — The Straits Times, The Business Times, and Lianhe Zaobao — tackling topics from the AI arms race to landmark elections, US-China relations, and more. The conference provided excellent networking opportunities among the corporates and industry thought leaders along with the event sponsors.
We are also present in the lifestyle space, with events such as the glamorous ICON BALL that rolled out the red carpet for fashionable, high-society guests and gave event partners an elegant space to showcase their brands.
What to look forward to in 2025
We are already gearing up for an even more productive and creatively exciting year with you in 2025.
Join us as we celebrate The Straits Times’ 180th year of being Singaporeans’ trusted news source. Take a look at the variety of initiatives you can take part in to reach a diverse audience and increase your brand visibility together with The Straits Times here.
2025 also marks SG60, and you can look forward to special offers like this, and more partnership opportunities from us to connect you with Singaporeans during this milestone year.
We look forward to continuing to forge new grounds with you!
Let’s get connected
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