Singapore, 4 March 2009 - With close to 800,000 mobile handsets empowered to use ZapCodeTM to date, an increasing number of Singaporeans are embracing what this innovative and easy-to-use technology can do. In the last 18 months, hundreds of thousands of users have been downloading a variety of rich content such as mobile games, ringtones, movie clips, e-coupons, promotional offers and news updates.
With ZapCodeTM, a whole new world of interactivity has opened up for advertisers to take advantage of when engaging their target segments, and to deliver timely and gratifying content to mobile users. ZapCodesTM placed in press advertisements, online banners, and outdoor signages have proven to nudge consumers across the board to ’zap’ for a whole host of information that are beamed straight to their handphones
For example, Burger King placed a ZapCodeTM in their press ads when they launched a new burger recently. All zappers were rewarded with an e-coupon which gave them $1 off a BK Stacker. In the weekly "Zappers Get More" column, zappers who zap the Disney ZapCodeTM get a free interactive game plus a chance to win tickets to a Disney event. During Euro 2008, readers of The New Paper were given the chance to bid for tickets to watch the grand final, courtesy of Carlsberg. All they had to do was to zap and fill in the amount they were prepared to pay. The highest bidder secured a once-in-a-lifetime treat to catch his soccer idols in action.
On 1 March 2009, SPH and ColorZip SEA, the company that holds the rights to the patented technology, agreed to extend their strategy to proliferate ZapCodeTM into the Singapore market. Mr Leslie Fong, Senior Executive Vice-President of SPH’s Marketing Division, said: "With the onslaught of the economic downturn, advertisers are looking for more added-value plus new interactive ways to convince their potential customers to buy their products and services. What better way to do this than to inject an engagement tool such as ZapCodeTM into tried and tested media platforms, together with relevant content to entice consumers to spend and at the same time be rewarded with value."
ZapCodeTM will be positioned and sold as a complementary add-on tool to the host of SPH media products available for advertisers to invest in. With advertisers launching more integrated campaigns cutting across several media activations, ZapCodeTM will enable them to drive a response mechanism linked to their selection of media. A sales force of more than 100 from SPH’s print, online, out-of-home and event platforms will be deployed to fuel this dedicated thrust into the market.
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About Singapore Press Holdings Ltd
Incorporated in 1984, main board-listed Singapore Press Holdings Ltd (SPH) celebrates its 25th anniversary this year. It is the leading media company in Southeast Asia, delivering news and information through multiple media platforms.
Newspapers and Magazines
In Singapore, SPH publishes 17 newspaper titles in four languages. Every day, 2.9 million individuals or 79 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.
Internet and Mobile
Beyond print, the Internet editions of SPH newspapers enjoy over 150 million pageviews with 9 million unique visitors every month. Apart from SPH AsiaOne portal, SPH’s online and new media initiatives include the online marketplace for products, services and employment, ST701; local search and directory engine, rednano.sg; Stomp (Straits Times Online Mobile Print), a portal that connects, engages and interacts with readers on the Web and via mobile phone messaging; omy, a bilingual news and interactive portal and The Straits Times RazorTV, a free access interactive webcast service offering live chat shows and video on demand clips.
SPH has a 20 per cent stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8, U and TV Mobile, and a 40 per cent stake in MediaCorp Press Limited, which publishes the free newspaper, Today. In the radio business, SPH has an 80 per cent stake in SPH UnionWorks Pte Ltd, which operates entertainment stations Radio 100.3 FM in Mandarin and Radio 91.3 FM in English.
In addition, SPH has ventured into outdoor advertising through its wholly-owned subsidiary, SPH MediaBoxOffice Pte Ltd, Singapore’s largest outdoor motion display advertising network media company and a 35 per cent stake in TOM Outdoor Media Group, a leading outdoor advertising company in China.
SPH owns and manages Paragon, the prime retail and office complex in the heart of Orchard Road, Singapore’s main shopping belt. SPH’s wholly-owned subsidiary, Times Development Pte Ltd, is also developing a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.