Developed by Ren Partnership, the integrated campaign illustrates how the brand has developed over the years across various media, from radio and television to digital and outdoor channels.
The campaign carries the message that MediaCorp has been informing, educating and entertaining “as much as it can, whenever it can and wherever it can”.
The TVC was launched during prime time on 4 June with the radio, print and outdoor components starting today. Ultimately, the campaign calls on Singaporeans to share their stories and experiences with the brand through the years on its Facebook page.
Chris Chiu, founder and chief creative officer of Ren Partnership, said the campaign isn’t about celebrating the programming or content. It's for the people to reminisce and connect back with MediaCorp on when and how it has been significant in their lives.
“Whether you grew up with the brand when it was just a TV and radio offering from years back, or today when it is available through a multitude of other channels, the truth is, everyone in this country has touched the product in some way," he said. "And that’s not something every brand can say.”
Ren Partnership, which opened earlier this year under former Leo Burnett ECD Chiu, was appointed to handle an integrated campaign for MediaCorp in April, following a closed-door pitch in January.
MediaCorp put the agency in charge of its corporate image campaign as part of a year-long contract.
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