Singapore's MICA picks Yolk to market www.sg and www.mysingapore

In addition to community management, the agency will also be leading, conceptualising, and developing an initiative around the return of Singapore’s participation in the Malaysia Cup in 2012, in which they intend to “bring Singaporeans at home and abroad together as one heart and one voice”.

Purpleclick Media was appointed by MICA early this year to handle its online marketing campaign for www.sg, to drive traffic to the website, as well as partnering with local branding agency, antics@play, for the ministry’s social media strategy.

Prakash Somosundram, social media director at Yolk, noted that the move shows that the ministry understands the importance of social media, taking into account the growth of citizens on social media networks in the past 12 to 18 months.

“Most Singaporeans would have experienced the great footballing event that is the Malaysia Cup in some way. However, in the age of social media, we hope to create a first-of-its kind experience. As we continue conceptualising, we foresee the initiative bringing together Singaporeans of all ages and creed through an integrated experience on social media, mobile, and offline channels.”

MICA recently called a creative pitch to conceptualise, develop and manage an integrated one-year plan for next year. The plan aims to build awareness and greater appreciation of the Singapore identity among the citizens, encouraging them to reflect on their personal and collective journey as Singaporeans and Singapore as their home.