Mediacorp launches ‘company wide reinvention’ with ‘Made For You’ campaign

Mediacorp has gone in for a “company wide reinvention” reflected in a new campaign called ‘Made For You’, created by DDB Singapore. Featuring homegrown talent, the launch music video signals the Singapore-based media conglomerate’s commitment to telling distinctly local stories.

Mediacorp is Made for You

Mediacorp is here for you, with you, across life’s most significant and everyday moments. We are Made for You. #madeforyou

Posted by Mediacorp on Tuesday, October 8, 2019

Mediacorp’s head of marketing and communications Oliver Chong said: “Mediacorp is declaring that it is ‘Made for You’ with a brand campaign that refreshes its identity as the national media network, delivering content and experiences designed around consumers’ preferences and consumption habits. 

“It defines the next stage of the company’s evolution, creating more personalised experiences as we celebrate the significant to the everyday moments with you.” 

The media conglomerate has significantly revamped its offering, including a mature-rated drama series on Toggle. Many of the new shows it has announced will deliver an experience across multiple touchpoints. For instance, 128 Circle, a 15-episode drama set in a hawker centre currently airing on Channel 5 and Toggle, will also include a podcast on hawker culture as part of the content offering. 

Chong said: “Working with talents across the content ecosystem, we are telling stories that bring us together and help shape our society. These stories will have multiple outings across our platforms: TV, radio, online and social media, to give existing consumers more of the stories they love. With new formats and fresh content, we’re engaging with a new generation and connecting them with new worlds and with each other.”

The ‘Made For You’ positioning also ties into into Mediacorp’s decision to partner with YouTube. The partnership has yielded significant viewership of its content with clips from the Star Awards from March 2019 raking up 2.9 million views and a segment on CNA with the Thai cave rescuer securing 2.6 million views. 

Mediacorp’s Oliver Chong

Chong said: “We recognise that video is the fastest growing segment in both content consumption and advertising. That’s why our video network is now set up to provide our clients with transmedia solutions across an unmatched combination of TV, Toggle and YouTube.”

A veteran of Starhub with nearly two decades of experience, Chong moved to Mediacorp last August. Speaking of his tenure so far, he said: “Mediacorp is a company with a unique and essential purpose. We create content that connects and inspires and is trusted, and we celebrate all that is Singapore. It’s great to play a part in this.”


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

Sign up to the free Mumbrella Asia newsletter now.



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