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Singapore Media Awards names finalists

Start retiring and Change destiny campaigs

Start retiring and #Changedestiny are among the finalists

The finalists have been revealed for the Singapore Media Awards.

Among the shortlisted campaigns are NTUC Income’s ‘Start retiring’ campaign, which saw brand ambassador Rebecca Lim falsely declare she was retiring as part of a marketing campaign promote the insurance company’s retirement products, and SK-II’s local version of the #ChangeDestiny campaign, with images of young children erected in Singapore’s CDB challenging assumptions of what success in life means.

The finalists for the SMA, which this year is using the theme ‘Disrupt or be disrupted’, are as follows:

Best Use of Digital

Achieving More with Less
How the Samsung Galaxy S7 Owned The Night
Live Like A Local
Relationship Reconnect
World Aids Day 2015

Best Use of Mobile

Dyson Pure Cool – Ride the Haze
Geo – Fencing the Competition (Mobile)
Share a Coke SG50
Shell V-Power Nitro+: Finding The Perfect Match
Two Tone Perfection

Best Use of Search

Driving ROI with Scootitude
iSync – Real Time UV
Search for Success
SilkAir – Moving the Dial with ROAS
World Aids Day 2015

Best Use of Magazine

Golden Ticket To A Dream Come True
LG G4 – See the Great, Feel the Great
Making A Superstar Statement
SK-II #changedestiny Movement
Ultimate Hydration! Moisture refill for every moment

Best Use of Newspapers

Citigems – Pressed for Gold
A New Singapore: Places Series
Probably The Best Job in the world
Sharper Than Ever with 1∙ DAY ACUVUE® MOIST® MULTIFOCAL contact lens
Vrooomm…Shell V-Power Nitro+ Gets You Excite

Best Use of Out-of-Home

1st Democratic Party of Singapore
AXA True Protection
For A More Entertaining Real Life
How AIA Broke Sales Record By Transforming Dull Wallscapes Into Singapore’s First Large Scale Lenticular Art
National Steps Challenge

Best Use of Radio

AXA Daddy Rescue Team
Data Ex-Stream
“Good Food, Great Fortune” – 360 Prosperity
I QUIT
If Carlsberg Did Mancaves

Best Use of Television

Bringing “New Life” this CNY
MAKE YOUR BEER GĂO
MasterChef Asia Comes To Singapore
Sony Pictures – The Mermaid
True Prosperity Is A Happy Family

Best Use of Data

ROMI – The Science Behind Marketing Dollars
Achieving More With Less
SMARTView Quadruple Effect
Unlock The Power of DATA
When Wall Street Meets Madison Avenue

Best Use of Video

#SSBD (Same Same But Different)
Behind Changi
Health Promotion Board’s FoodSteps
More than #JustAKid: Man vs. Child
Mercedes-AMG GT S

Best Business to Business Campaign

99% SME
Bigger Where It Counts
HPrecision Ambush
Toner Science Investigation

Best Experiential Marketing Campaign

1st Democratic Party of Singapore
Audi presents “A Drive Back In Time”
National Steps Challenge
Singapore: Inside Out
Star Wars at Changi

Best Integrated Media Campaign

1st Democratic Party of Singapore
“Good Food, Great Fortune” – 360 Prosperity
National Steps Challenge
Share a Coke SG50
Team Singapore SEA Games 2015

Best Pan Asian Campaign

Airbnb Live Like A Local
ANZ Regional – Your World Your Way

Best Strategic Launch

Digital Queue
For A More Entertaining Real Life
National Steps Challenge
The Unofficial Official Beer of Singapore
The World’s Smallest Restaurant (Nanoblocks Collectors Set Launch)

Best Use of Budget

Achieving More With Less
Bigger Where It Counts
Flying for Good
Health Promotion Board’s FoodSteps
Probably The Best Job in the world

Best Youth Marketing Campaign

100PLUS 2015 SEA Games Campaign
#SSBD (Same Same But Different)
Adviser Connect
Cornetto Lip Sync
Start Retiring

Best CSR Campaign

AXA Born to Protect
Heart Truths
Last Day of School
Singtel Silver Workshops
World Aids Day 2015

Best Use of Content

Deadpool: Breaking the Fourth Wall
For A More Entertaining Real Life
Health Promotion Board’s FoodSteps
Last Day of School
MAKE YOUR BEER GĂO


Best Use of Social Media

8th ASEAN Para Games
Deadpool’s Viral Social Weapon
Digital Queue
Flying for Good
National Steps Challenge

Most Innovative Use of Technology

#StartRetiring e-Dialogue
Beyond the standard remarketing – Echo Remarketing
SMARTView Quadruple Effect

Most Innovative Contribution to a Campaign By A Media Owner

AXA SmartFamily
Health Promotion Board – National Steps Challenge
I am Juicy Couture
Taste the Feeling
The story of a perfect companionship

Mumbrella has requested information on which agencies were responsible for these campaigns, but has been informed that this will be withheld for “confidentiality” reasons.

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