We are incredibly pleased with the interest generated for our recently launched BYD SEALION 6 DM-i through our high-impact media campaign with SPH Media’s Launch+++. By blanketing SPH Media’s extensive network of Singapore’s major newspapers, digital publications, radio spots, and outdoor platforms in a single day, we created an unmissable moment and drove a highly positive customer response.
BYD (Singapore) Pte Ltd
The Challenge
BYD, China's leading Electric Vehicle (EV) brand, faced a classic market entry challenge: how to introduce its first plug-in hybrid model, the SEALION 6 DM-i, into Singapore's highly competitive automotive landscape.
BYD needed a strategy that would do more than just announce a launch. It had to dominate the conversation. They needed a strategic solution capable of saturating the platforms that Singaporeans trust and turn to every single day.
Our Solution
The answer was SPH Media’s Launch+++ package — a one-day, multi-platform power blitz designed to turn a product release into a national event.
The full-day, nationwide campaign is designed to surround and engage potential customers at every touchpoint.
Strategic omnichannel saturation: We executed a comprehensive media strategy that spanned print, digital, radio, and Digital Out-of-Home (DOOH) platforms. By taking over key media channels for a full day, we ensured the BYD SEALION 6 DM-i was unmissable to audiences across Singapore.
Authoritative print and digital presence: The campaign dominated Singapore's most trusted news outlets, with high-impact advertisements across the front pages and homepages of The Straits Times, Lianhe Zaobao, The Business Times, Berita Harian, and Tamil Murasu. This built instant credibility and reached a massive, diverse audience.
Two-page wraps across all our major news dailies
100% Share of Voice homepage buyout with XXL Banner across our digital news platforms
Targeted audio engagement: We captured the attention of drivers and commuters by broadcasting the message across a strategic mix of popular English and Chinese radio stations, Kiss 92 and UFM100.3. This ensured the campaign reached car users directly in their vehicles.
High-traffic visual domination: Eye-catching video advertisements were deployed on large-format DOOH screens in high-footfall locations at Bedok Town Square and HDB Hub. This captured public attention and reinforced the campaign message in key commercial and transport hubs, turning the launch into a visible, city-wide event.
Targeted audio engagement on English and Chinese stations Kiss92 and UFM100.3
50% Share of Voice on digital out-of-home screens at HDB Hub and Bedok Town Square
Platforms Used
Digital
Print
Radio
Out-of-Home
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