VCCP & SPH celebrate National Day in ‘Every Shade of Red’
Client
Capabilities
Date
18/07/2024
For Singapore’s 59th birthday, Singapore Press Holdings (SPH) wanted to celebrate Singapore and its people, fostering community connection and maintaining cultural relevance. Facing the challenge of potentially waning national enthusiasm, our task was to find a way to effectively reignite the spark for National Day, leveraging SPH’s platform to create meaningful engagement around this key national moment.
Our strategy stemmed from the insight that authentic local stories were often overlooked amidst dominant foreign media and narratives. Our strategic big idea: “Little red dot, big stories” looked to remind Singaporeans that it is these local stories that make up the true heart and soul of Singapore. From heartwarming panda cub births to the occasional "What in the Yishun?!" absurdity, our local narratives hold immense texture and value. For SG59, SPH wanted to celebrate all our authentic, diverse stories – the lighthearted, the serious, the quintessentially Singaporean.
Building off our strategy, we sought a universally resonant yet distinctly Singaporean theme. From the famous chilli crab sauce, to the vintage pawn shop sign in Little India, we identified red as a powerful starting point for diving into multifaceted Singaporean stories. This led to our creative platform, "Every Shade of Red" - showing that there is a compelling story about Singapore found in every hue and context of red.
To bring "Every Shade of Red" to life, we created a variety of social, digital and print assets spotlighting Singaporean editorial stories across SPH's diverse news brands, all unified by the anchoring theme of red.
To deepen engagement and provide a richer audience experience, we developed an interactive campaign microsite. This digital hub housed all our featured stories, allowing users to explore and read more about the articles spotlighted.
Finally, to foster community participation, we launched a UGC social media activation, inviting our followers to share their own unique "Singapore story in red" for a chance to win National Day Parade tickets, thereby adding their personal shade to our collective narrative.
Our work resulted in a successful campaign that significantly exceeded targets, achieving 154% of impression targets and 237% of website traffic targets over the campaign period.