Winning team for Creator Collection 2018 shines with pitch for STB
Singapore
A WINNING team has emerged with their content marketing solution for the Singapore Tourism Board's (STB) branding campaign Passion Made Possible.
The team that named itself Magnificent 7 walked away with the top prize over the weekend - a S$7,000 grant from Singapore Press Holdings (SPH) to create its very own content solution to pitch to a brand of its choice.
A total of 70 participants took part in Creator Collective 2018, a free content creation and marketing education course organised by Brand New Media and the Info-communications Media Development Authority, and supported by SPH and the Asia Content Marketing Association.
These participants were selected from 150 applicants to attend a course, which was held at PIXEL Studios over 10 half-days. They were then grouped into 10 groups, with each group having to pitch a content solution to a brand.
Participating brands were STB, Chan Brothers Travel, OCBC Bank, Scoot, Porsche Asia Pacific, Under Armour and Zalora.
The groups were graded on originality, target audience, marketing channels, presentation and use of budget.
According to the judges, the decision to choose Magnificent 7 was unanimous. Judge Simon Kearney of the Asia Content Marketing Association said: "The team's idea scored highest across all categories and provided a content-driven idea with real-world insights."
The brief for the team was to help STB build awareness for its latest brand identity Passion Made Possible within the local Singaporean community.
Magnificent 7 presented a content solution that began with a video of "Singapore's first mermaid" - the story of Cara Nicole Neo or "Syrene" whose passion is teaching people how to swim like a mermaid.
This video led to a series of other videos and articles showcasing the various passions of other Singaporeans that would be published on local digital platforms.
Jonathan Ng, chief multimedia strategist for SPH's Content Lab Integrated Marketing Division, who was one of the judges, said: "The team had provided a content idea that had the legs to grow and was an idea that had longevity in mind."
The team extended its idea to include a call for other Singaporeans to showcase their passions by posting photos or videos on social media with the hashtag #passionmadepossible.
