It builds brand awareness and attributes and drives sales of campaign partner LD Waxson´s Bio-essence anti-freckles skincare range
7 November 2006, Singapore - Advertising in newspapers still works -- and works far better than what doomsday commentators warning about the steady decline of print think.
Singapore Press Holdings, which publishes all but one of the mass-circulating newspapers here, has demonstrated that effectiveness yet again in a campaign designed to underline the power of print in building brand awareness and driving sales.
As was the case with the celebrated campaign mounted in The Straits Times years ago to launch a fictitious brand of beer called XO, which proved so successful that it had many readers ringing to inquire where they could buy it, this latest effort also proved a resounding success.
But instead of pushing a non-existent beer, this time round, SPH worked with home-grown hair and skincare company, LD Waxson, to show what print advertising can do for its Bio-essence Freckles Fading products.
From 11 August 2006, "Love Your Face" advertisements fronted by Hong Kong actress Gigi Lai appeared in all the major SPH titles for a fortnight. There was not one second of advertising on TV or other media during that period.
Results from pre-launch and post-campaign surveys show that top of the mind awareness doubled and, more important, sales matched the peak achieved each year by the company in June, the month of the Great Singapore Sale. A roadshow publicised in the ads also drew an overwhelming 400 consumers eager to try out the anti-freckles cream, double the expected turnout, even though each had to pay $60!
Said Dr Tor Lam Huat, LD Waxson chairman: "We are very pleased with the campaign, which shows that mainstream newspapers deliver results when it comes to building brand commitment and producing enduring attitudinal changes. Thanks to the ads, sales of our anti-freckles range far surpassed our targets. Even our other existing products benefited from the campaign.
"The overwhelming response and highly-positive feedback from the trade and from consumers went way beyond our expectations. SPH was out to prove that newspapers were still the most effective platform and, as far as LD Waxson is concerned, it made a compelling case."
Mr Lawrence Loh, Executive Vice President in charge of display advertising in SPH, was happy that the campaign also dispelled the market myth that TV was the better medium for advertising fast-moving consumer goods (FMCG).
"We chose a skincare product precisely because that market is highly competitive, with both local and international players, and because conventional wisdom said such products were better sold on TV. We wanted to challenge that head-on; we were prepared to put our credibility on the line when we embarked on the campaign,” he said.
“The hard evidence vindicates our belief that a newspaper-only campaign can work even in this multi-media age.”
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About Singapore Press Holdings Limited
Main board listed Singapore Press Holdings Limited is the leading media company in Singapore, in the print, Internet and broadcasting platforms. It publishes 14 newspapers in the four official languages, including Singapore’s first free Chinese newspaper, My Paper, and over 80 magazine titles. Everyday, 2.7 million individuals, or 83 per cent of the people above 15 years old, read one of the SPH publications. Its Internet Business Unit manages the online editions of SPH’s major newspapers, which enjoy over 100 million pageviews from 6 million unique visitors every month. More recent online additions are the classified website, ST701, and STOMP (Straits Times Online Mobile Print), a portal that connects, engages and interacts with readers on the Internet and via mobile messaging.
SPH owns and operates Paragon, the prime shopping and office building in the heart of Orchard Road. Paragon features international brands and luxury goods, restaurants serving wide-ranging cuisines and lifestyle facilities such as spas and a fitness club.
SPH also owns a 20% stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8, U and TV Mobile, and a 40% stake in MediaCorp Press Pte Ltd, which publishes free sheet Today. SPH has a 70% stake in SPH UnionWorks, which operates two entertainment radio channels, Radio 100.3 in Chinese and Radio 91.3 in English. In addition, SPH holds an 80% stake in SPH MediaBoxOffice Pte Ltd, Singapore´s largest LED network media company, and a 35% stake in TOM Outdoor Media Group, a leading outdoor advertising company in China.