Zenithmedia led amongst the media agencies by bagging 2 awards at the EFFIE Singapore Awards 2007. We bagged a silver for GE Money and a bronze for Starhub Digital Cable.

GE Money’s ‘James’ campaign targeted mid-income professionals seeking personal loans. As a latecomer, GE Money had set to differentiate itself within the highly competitive personal loans industry dominated by larger and more well-established banks. Tapping on the insight that consumers were frustrated with cold and bureaucratic banks, ‘James’ redefined the loan experience in a personal manner via cut-through Press ads, and OOH executions. On-ground activities consisting of complimentary cab rides and free coffee in CBD areas helped to create the positive association and acquire customer leads.

This campaign delivered excellent results : 90% of customers rated the overall James experience as ‘Excellent’ or ‘Good’, the campaign generated enquiries over and above targets set and the campaign generated revenue in 8 months over and above the target set for 1 year.

Starhub Digital Cable’s SmartTV campaign leveraged on strong consumer insights to generate awareness and interest for SmartTV’s key benefits. In addition, it also related the benefits in a personal and non-technical manner. Understanding that majority of MRT commuters were rushing home after work, the campaign strategy built on demonstrating SmartTV’s benefit at touchpoints at MRT stations with contextual messages. Results speak for itself as Persuasion scores performed better than any other past OOH campaign for StarHub Digital Cable TV. High recall levels were also achieved.

Once again, ZenithMedia demonstrates our dedication to delivering ROI excellence for our clients.

Microsoft is slated to launch by year end, "Surface",
a 30-inch flat video monitor with full touchable
interfaces on a tabletop

The main benefits of the "Surface" is
- the hassle-free interface as "Surface" has no need
for cables or external USB ports
- It has a large screen that allows many people
to interact with it
- It supports WiFi system that makes transfer
of photos and digital files a breeze
- The system is intuitive. Photos can be resized
by using fingers

This opens up multiple opportunities for advertising:
-There will be closer connection with the brand and
value proposition, as the interactivity is both social
and intimate
- The surface can be placed anywhere, resulting in
no limits to place or brand
- There are many possibilities : information counter,
store locator, product displays etc

The advent of technology in the OOH media
landscape has seen Holographic media (featured
in Newsline April issue) pushing the envelope
on the engagement front. The future of this media
looks something like Tom Cruise’s computers in
the movie Minority Report. The move towards
seamless interactivity between the user and his/her
computer is nearing.

Site Visit:

http://www.youtube.com/watch?v=ttgx9ygMXz8

http://www.popularmechanics.com/technology/
industry/4217348.htm

Ch U's "Adventure Clicks" models Discovery Travel and Living's "5 Takes" where the content is steered by consumers. These 2 programmes had consumers as hosts and engagement is further deepened with the viewers via blogging, forums and smses. Viewers can vote their next destination and suggest places to go within the different cities.

Reality TV when first released, had everyone glued to the goggle box. After multiple seasons of "Survivor", "Fear Factor" and the likes, the genre is losing viewers. The next wave on TV will be " Consumer Generated Content " or otherwise known as "The Generation C" phenomenon.

We anticipate more of such ‘user-generated content’ type of programmes to be produced by TV stations worldwide. Advertisers will also be presented with more opportunities for engagement with consumers within this format.