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Mar 16

Singapore Health Promotion Board Launches Mobile Rich Media Campaign on Yahoo! to Promote “Lose to Win” Programme

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SINGAPORE--(BUSINESS WIRE)--

Yahoo! and Crisp Media (www.crispmedia.com), a mobile advertising media, technology, and services company, announced today the launch of Singapore Health Promotion Boards (HPB) mobile rich media campaign, Lose to Win. This first of its kind mobile campaign, which is powered by Crisp Media and running on Yahoo! Mobile in Singapore, was created by OMD to amplify mobile video views and Facebook interactivity for HPBs Lose to Win 3 programme.

Since its inception in 2009, Lose to Win (LTW) has been a highly successful holistic weight-loss programme, which has helped over 1,000 Singaporeans lose weight and regain their health in a safe way. This year, the LTW campaign is focusing on social media as its key platform in delivering the exciting weight-loss transformations and personal journeys of participants who are committing themselves to learn and adopt healthy lifestyles, in a personal way. These weekly videos, which also feature nutrition, physical activity and mental wellness tips that are beneficial to viewers; are shared on the Facebook Lose to Win page and HPBs YouTube channel.

To bring the LTW campaign closer to the public and conveniently at their fingertips, OMD tapped Crisp to create a compelling campaign that leveraged Yahoo!s popular properties on mobile and extended the reach of LTW into mobile arena. This effort was designed to increase mobile video views and encourage users to Like the programme on Facebook. The mobile campaign uses three rotating creative executions, which feature 10-second video clips that auto-play in the Crisp Adhesion banner using Crisp Teaser Video technology. Users can tap on the banner to expand the ad to full screen, where they can watch the entire video, Like the Lose to Win Facebook page or watch more videos on Youtube.

The messages that we push out to the public can no longer be static information. We need our messages to be interesting, personal, relevant, sophisticated and most importantly, mobile. In keeping up with this fast-paced world, were making the Lose To Win message viral with dynamic social media tools. Users will be able to view videos of participants, get health tips, cheer participants on and leave comments while they are on the go. We believe that by engaging with our audience and allowing them to interact with participants, they will realise that they play a part in participants success. This way, we hope to inspire them, too, to live healthier lifestyles, said Vernon Vasu, Director of Corporate Marketing and Communications Division, Health Promotion Board.

This campaign marks a major milestone for Crisp as our first rich media campaign to run in Singapore since opening our APAC office last year, stated Rosalind Tan, General Manager of Crisp Media APAC. With the intense interest we are seeing in mobile rich media, this campaign marks the beginning of a groundswell in mobile rich media advertising in APAC.

According to Prajit Prakash, Ad Products Manager for Yahoo! Southeast Asia, A significant trend this year in Singapore is the integration of mobile platform into advertising campaigns. Government bodies are often advocates of long-term social changes and the keen adoption of the mobile platform is a reflection of how powerful such ad tools are in communicating with the mass audience and in shaping peoples opinions.

He added, Yahoo has collaborated with a number of brands across Asia including Subaru, Shu Uemura and Ocean Park to craft mobile marketing strategies that help advertisers reach their targeted audiences and build brands across platforms, devices, and apps.

The campaign will run on Yahoo!s mobile properties until end April.

About Crisp Media

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Singapore Health Promotion Board Launches Mobile Rich Media Campaign on Yahoo! to Promote “Lose to Win” Programme

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