Teams had 24 hours to propose ideas how STOMP can resonate even more with the youth
Singapore, 26 September 2014 – It was a tough day for the jury panel after 17 student teams presented their ideas at the Crowbar 24 Hour Advertising Challenge. Jointly organised by the Association of Accredited Advertising Agents Singapore (4As) and Singapore Press Holdings (SPH), the 24 Hour Advertising Challenge is a component of the annual Crowbar Awards that serves as a platform for budding young creative minds to break into the world of media and advertising.
Taking place between 16 and 17 September, the 24 Hour Advertising Challenge saw 84 participants across 17 teams who were selected by their respective schools vying for the coveted top spot at the prestigious Crowbar 24 Hour Advertising Challenge. Participating institutions included Ngee Ann Polytechnic, Singapore Polytechnic, Republic Polytechnic, Temasek Polytechnic, Nanyang Technological University, LASALLE College of the Arts and Nanyang Academy of Fine Arts.
For the Challenge, participants worked in teams of five to propose ideas for STOMP to make the citizen journalism platform resonate with the youth.
Participants had to come up with marketing strategies within 24 hours from receiving a creative brief from Mr Azhar Kasman, Editor of STOMP, at SPH’s News Centre before returning the next day for presentations. The students had a chance to dabble at the quest while being mentored by established professionals from the creative and advertising sector, who were available to guide them through the entire 24 hours of the Challenge.
After careful deliberation by the jury panel, the winning team was Singapore Polytechnic’s team comprising Marcus Lim, Muhammad Izzul Islam bin Jumat, Junqian Liu, Francesca Fernandez and Kelly Tan Kai Li. They impressed the judges with their brilliant use of a non-apology apology for their campaign entry titled “We’re Sorry”.
By first acknowledging STOMP’s exposé nature, the team then proposed a clever comeback by admitting with pride about STOMP’s realistic and raw style of citizen journalism.
The winning team won a cash prize of $500 and a trophy during the prize presentation ceremony held at Zouk on 26 September.
Commenting about how the Singapore Polytechnic’s team differentiated themselves from the competition, judge Mr Mel du Toit, Co-Chairman and Creative Director of TBWA Group Singapore, said: “The winning work was refreshingly honest and different to most of the work submitted. Whilst a few had a lot of fun with the brief, the jury felt that there was too much focus on digital apps as solutions, instead of the students focusing on the use of all SPH media platforms to get their idea across. There was some superb art direction and some students even managed to shoot films and conduct research groups, all in the space of 24 hours. Kudos to Singapore Polytechnic Team 1 for their winning effort.”
Agreeing on how the winning team differentiated themselves from the crowd, Mr Low Jun Jek, Executive Creative Director of Grey Digital, said: “The work stood out from all the other entries. It was simple, bold and based on a strong insight. Although the idea they presented was primarily for social media, it had the potential for some really fun and creative work across both traditional and new media.”
Mr Azhar Kasman, Editor of STOMP said, “We wanted the participants to impress us by thinking out of the box and Singapore Polytechnic’s team not only did that, but also managed to deliver a subtle but very powerful message.”
The members of the jury panel of the Crowbar 24 Hour Advertising Challenge were:
Mr Azhar Kasman, Editor, STOMP, SPH
Mr Mel du Toit, Co-Chairman and Creative Director of TBWA Group
Mr Low Jun Jek, Executive Creative Director of Grey Digital
Mr Lim Chiao Woon, Creative Director, JWT Singapore
Ms Angelia Tay, Marketing & Communications Manager, Digital Division, SPH
Mr Liquan Liew, Art Director, Foreign Policy Design Group
Issued by Singapore Press Holdings Ltd
Co. Regn. No. 198402868E
For more information, please contact:
Ms Angelia Tay
Marketing & Communications
Singapore Press Holdings Ltd
DID : 6319 1516
HP: 9682 8950
Email : email@example.com
Mr Adrian Cheong
Corporate Communications & CSR Division
Singapore Press Holdings Ltd
DID: 6319 2261
About Singapore Press Holdings Ltd
Incorporated in 1984, main board-listed Singapore Press Holdings Ltd (SPH) is Asia’s leading media organisation, engaging minds and enriching lives across multiple languages and platforms.
Newspapers, Magazines and Book Publishing
SPH has 19 titles licensed under the Newspaper Printing and Presses Act, of which nine are daily newspapers across four languages. On an average day, 3.05 million individuals or 76 per cent of people above 15 years old, read one of SPH's news publications. SPH also publishes and produces more than 100 magazine titles in Singapore and the region, covering a broad range of interests from lifestyle to information technology. SPH's subsidiaries, Straits Times Press and Focus Publishing, produce quality books and periodicals in English and Chinese.
Internet and Mobile
Beyond print, SPH's suite of digital products includes online editions of newspapers and magazines, as well as mobile applications. Our online products enjoy 360 million page views with 23 million unique browsers every month. Apart from AsiaOne, SPH’s online and new media initiatives include ST701, the leading online marketplace for jobs (STJobs), property (STProperty), cars (STCars) and general classifieds (STClassifieds); Stomp, omy.sg and SPH Razor. SPH also launched The Straits Times�?iPad and enhanced iPhone applications, an Android smartphone application and The Business Times�?iPhone application. SPH’s Chinese flagship newspaper Lianhe Zaobao has also launched its digital editions which include a web application, as well as online and PDF versions. The Malay language-daily Berita Harian has apps for both iPhones and Android smartphones and iPads, offering both native and PDF formats, and an online version.
In the radio business, SPH Radio Pte Ltd operates entertainment stations UFM 100.3 in Mandarin, as well as Kiss92 and HOT FM91.3 in English. SPH has a 20 per cent stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8 and U, and a 40 per cent stake in MediaCorp Press Limited, which publishes the free newspaper, Today.
Events and Out-of-Home Advertising
SPH’s events arm Sphere Exhibits organises innovative consumer and trade events and exhibitions as well as large scale conferences in Singapore and the region. In addition, SPH has ventured into out-of-home (OOH) advertising through its digital out-of-home platform SPHMBO.
SPH REIT is a Singapore-based REIT established principally to invest, directly or indirectly, in a portfolio of income-producing real estate which is used primarily for retail purposes in Asia-Pacific, as well as real estate-related assets. SPH REIT is managed by SPH REIT Management Pte. Ltd., which is a wholly-owned subsidiary of Singapore Press Holdings Limited.
The initial portfolio of SPH REIT comprises the following two high quality and well located commercial properties in Singapore:
· Paragon, a premier upscale retail mall and medical suite/office property, well known for its upscale mall housing many luxury brands, located in the heart of Orchard Road; and
· The Clementi Mall, a mid-market suburban mall located in the centre of Clementi town, an established residential estate in the west of Singapore.
The Seletar Mall is SPH's latest retail development and is expected to open at the end of 2014. This property is a potential asset to be injected into SPH REIT. SPH’s wholly-owned subsidiary, Times Development Pte Ltd, also developed a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.
For more information, please visit www.sph.com.sg.