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Creativity was the talk of the town at the inaugural Creative Advertising 2010, a forum held at Nanyang Polytechnic (NYP) on 21 April 2010. Seven local Creative Directors - the crème de la crème, no less - elicited a chorus of oohs and aahs as they wowed the crowd of over 1,000 tertiary art students with their impressive creative works and shared about the life of a Creative Director.
To get students into the swing of things, NYP organised a contest for the young minds to unleash their creative juices by designing posters and electronic direct mailers (eDMs) to plug the forum. Ong Kai Min’s winning artwork was handpicked by Leo Burnett’s Chris Chiu and his team and displayed at 30 MRT stations across the island to show support for budding talents. Ms Teo Chew Hoon, Vice President of SMRT Investments and Taxis enthused, “SMRT Media is a firm believer and an advocate of promoting creativity in the local advertising industry. This year, we are taking an exciting approach by infusing creativity into the school curriculum through the forum. With this, we want to nurture and inspire a future generation of new designers.”
Creative Advertising 2010, an initiative between NYP and the Institute of Advertising Singapore, was sponsored by SMRT Media.
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1. (Left to right) Jeslyn Tan, General Manager, SMRT Media; Teo Chew Hoon, Managing Director, SMRT Investments; Pann Lim, Creative Director, Kinetic; Sean Lam, Creative Director, Plate Interactive; Chris Lee, Creative Director, Asylum; Ong Kai Min, NYP School of Design, winner of the poster and EDM design competition; Calvin Soh, Vice-Chairman, Chief Creative Officer-Asia, Publicis; Soon Tats Fah, Deputy Director, NYP School of Design; and Ransome Chua, Lecturer, NYP School of Design.
2. Pann Lim shares about himself with the young audience.
3. Calvin Soh offers his insights on New Media.
4. Impressive illustrations by Sean Lam thrills the crowd.
5. An inquisitive young mind poses a burning question to the Creative Directors.
6. Ong Kai Min’s creativity led him to win NYP’s poster and eDM design competition and earned his design some 30 advertising spots at SMRT MRT stations. |
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The afternoon air was abuzz with lively chatter as corporate guests filled Stadium MRT Station on 16 April 2010 for an exclusive preview of the second phase of Circle Line (CCL) Opening Celebrations. Show director Akiyoshi Hideiki and acclaimed music director Dick Lee choreographed a dazzling display of lights, dance and action hosted by celebrity emcees Tan Kheng Hua and Utt, drawing cheers from the delighted crowd.
The opening of 11 more CCL MRT stations present a host of new and exciting opportunities for advertisers to reach out to 200,000 commuters who are expected to ride the existing and new CCL stretch daily. Check out http://www.smrtmedia.com.sg for more details.
1. The high-energy, vibrant performance blew the crowd away.
2. (Left to right) Jeslyn Tan, General Manager, SMRT Media; Han Kwee Juan, Managing Director, Credit Payment Products, Citibank Singapore Ltd; Saw Phaik Hwa, President & Chief Executive Officer, SMRT Corporation Ltd; Koh Yong Guan, Chairman, SMRT Corporation Ltd; Anil Wadhwani, Chief Executive Officer, Citibank Singapore Ltd; and Teo Chew Hoon, Managing Director, SMRT Investments and Taxis.
3. (Left to right) Arthur Huang, Chief Operating Officer, LG Electronics Singapore; Jeslyn Tan, General Manager, SMRT Media; and Clive Chia, Sales Director, LG Electronics Singapore. |
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As you step out of Orchard MRT Station, it is difficult to miss the flashing kaleidoscope of colours along the busy underground linkway. That is Sony’s state-of-the-art advertising showcase for you.
Launched in the second quarter of 2010, the snazzy showcase features a highly sophisticated and sleek slim-bezel design which can present one dynamic large-screen image by combining up to 16 display screens. One would expect nothing less from the brand synonymous with style and technological revolution.
Ms Cherlyn Ng, Assistant Manager, Marketing Communication of Sony remarked, “After numerous internal brainstorming sessions, in order to fully utilise the space as well as maximise the large traffic volume and prominent location, we decided on a convex design which holds 10 display screens. This creates a new era in public display and makes the showcase very captivating.”
There is more for you to feast your eyes on - the showcase also exhibits Sony’s latest offerings, such as its desirable Cyber-shot, Handycam, VAIO and Sony Ericsson.
Ms Jeslyn Tan, General Manager of SMRT Media, added, “We are glad to work with Sony on this interesting showcase and we are confident that the showcase will be a talking point and a visual treat for our customers. We are proud to work with Sony to make this showcase a reality.”
The next time you are at Orchard MRT Station, be sure to check out the showcase!
1. The Sony showcase is the centre of attraction at the Orchard underground linkway with its display of rich and vivid colours.
2. Passers-by stop to look as they pass the Sony showcase.
3. A feast for the eyes – Sony amazes with its latest technological gadgets. |
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Bottles up! Impressive survey results flowed from beverage giant Yeo’s recent campaign in SMRT’s network. An overwhelming 79.3% of the respondents recalled seeing Yeo’s advertisements, bearing testimony to the attention-grabbing and strategically placed visuals. The brightly hued series of creative works, featuring larger-than-life Yeo’s bottles popping out from walls and cute cartoon characters, were purposefully positioned through the utilisation of a multitude of SMRT Media’s advertising platforms at various heartland MRT stations.
It was Yeo’s very first time dedicating their entire budget to one form of media and SMRT Media is extremely proud of being able to deliver Yeo’s expectations. A pleased Ms Wong Lye Yin, Marketing Manager of YHS Singapore, shared, “SMRT Media has given us an avenue to explore creative advertising. Our CNY campaign with 3D visuals at targeted SMRT stations, coupled with interesting creatives developed by our agency, has built greater top of mind awareness for the YEO’s brand.”
Keep your eyes peeled as more surprises in our media space will be coming your way!
1. Black and white cartoon characters known as Yeobes get into a tug-o-war over Yeo’s beverages which they can never get enough of.
2. Window stickers are a natural choice when it comes to reaching out to a vast number of commuters.
3. 'The refreshing use of actual ropes and a 3D beverage bottle sticking out from a wall at Boon Lay MRT station entice commuters to take a second look.
4. Yeo’s advertisements in a splash of rainbow colours adorn the walls at Tampines MRT Station.
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Stand a chance to win tickets to catch Phua Chu Kang The Movie by answering the following questions correctly!
1. At Creative Advertising 2010, a forum held at NYP, seven of our republic's illustrious Creative Directors _____________________________________________________.
a. judged the Poster and EDM design competition organised by NYP
b. presented their advertising works and shared about the life of a Creative Director
c. debated on the challenges of new media
2. With ______ Circle Line MRT stations opened, advertisers have many new and exciting opportunities to reach out to 200,000 commuters who ride the Circle Line daily.
a. 16
b. 11
c. 9
3. Yeo's successful advertising campaign in SMRT's network _________________________.
a. employed only 2D visuals
b. made use of attention-grabbing creative works and cleverly utilised a variety of media platforms and heartland MRT stations
c. focused on MRT stations in the city
Email your answers together with your name, designation, company, mailing address and contact number to
smrtmedia-mktg@smrt.com.sg.
(Subject: SMRT Media e-News Issue 7 Contest)
Terms & Conditions
- Ten entries with the correct answers will each receive one pair of Phua Chua Kang The Movie movie tickets.
- You entry must reach us by 26 August 2010 to be eligible.
- Multiple entries will be disqualified.
- Staff of SMRT Corporation Ltd and their family members are not eligible to enter the contest.
- Judges' decision is final and no correspondence will be entertained.
- Winners will be notified via email and their names will be published in the next issue.
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