News

SPH takes aim at selfish side of Singapore city culture with ‘The power of sharing’ campaign

Singapore Press Holdings is running a campaign targeted at readers and advertisers that takes aim at the selfishness of modern city culture and positions itself as a platform for sharing.

Sharing SPH film

A sentimental film aimed at readers shows a depressed man consoled by his friends, two boys share an ice cream, and a woman given shelter from the rain.

“In a world that’s more connected than ever, can we share a little bit more?” the film asks, which may come as a strange message from a company that has long enjoyed dominance of Singapore’s advertising market.

The film targeted at Singapore’s business community flaunts SPH’s media properties, including its newspaper, radio, magazines and outdoor arm, a luxury shopping mall that it owns, and a CSR initiative. It ends with the DBS-sponsored coffee festival hosted by Straits Times in June and the line, “Sharing brings us closer together.”

The films will run on the company’s out-of-home screens, social platforms and websites. They were created inhouse by SPH’s creative team.

The campaign emerges just over a month after SPH merged its print, digital, radio and outdoor advertising sales teams, and named Elsie Chua as CMO, and Ignatius Low and Tan Su-Lin as deputy heads of marketing.

“From knowledge that inspires minds to technology that enriches lives to heartwarming moments that lift spirits, SPH advocates sharing in a world that’s more connected than ever,” reads a message on a microsite for the campaign.

The microsite features a number of SPH staff, including radio DJ Glenn Ong and Sylvester Ng, the editor of Icon, talking about the importance of sharing.

SPH

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing