MEC wins big at Mob-Ex Awards 2014

In the Mob-Ex Awards that just passed, MEC took home top honours for campaigns done for Daimler's Mercedes A class- Every Family Has A Rebel as well as EDB's Showcasing Singapore Innovation. Among the awards for Mercedes are Gold for best app/content by a consumer brand, and silvers for best mobile campaign launch, best brand awareness campaign and best mobile advertising solution.

Here is a quick recap for the campaign:


Also, EDB's Showcasing Singapore Innovation was awarded with bronzes for best in app advertising as well as best campaign/app for tablets/other devices.

Recap of Singapore Sessions
Challenge:

• To cut through the marketing clutter to reach c-suites and position Singapore as the partner for Asian business success. EDB's communication task focused on driving awareness of Singapore's leadership by demonstrating Singapore's expertise in doing business in Asia. 

MEC's positioning strategy:

• To leverage on Singapore sessions which brings experts together to discuss critical business topics as well as to position Singapore as a credible thought leader on business success and connect c-suites to Asian business solutions.

Tactical execution:

• MEC partnered with Bloomberg to produce high quality branded content series that ran in prime time broadcast on Bloomberg's editorial feed, a global first on an international news network. 
• Upped the production value to be more inspirational, provocative and to provide tangible insights by showcasing high profile c-suits like Andreas Illy (Illy Cafe) and William Lauder (Estee Lauder) debating real world 'on the ground' solutions in Asia. The show was hosted by Betty Liu, the series also featured commentary from big names like Eric Schmidt (Google) and John Stumpf (Wells Fargo)
• In addition to the broad reach from Bloomberg's TV, print and digital platforms, we created liquid Singapore sessions content that was amplified in high response platforms- The Economist online and tablet, Be On's video network  and Outbrain's content discovery platform. MEC also built a Singapore Sessions LinkedIn group to encourage viewers to continue the conversation.

Results:

• LinedIn group grew rapidly into 600+ members
• Exceeded target reach by 44% and responses by 215% 
• Positive associations about the Singapore brand in a effectiveness study