MCYS' beautifully imperfect call

• MCYS launches online competition
• Aims to find most ‘Beautifully Imperfect' couple
• Competition ends 8 May
  

Singapore - As part of the new Leo Burnett-created ‘Funeral' campaign, the Ministry Of Community Development, Youth and Sports (MCYS) has launched a Facebook competition to find Singapore's most ‘beautifully imperfect' couple.

Focusing on the campaign's cause celebre of appreciating the imperfections of one's significant other half, the competition aims to bring to light the different facets of beautifully imperfect couples.

Ever since going live last Tuesday (14 April), the competition has garnered response from over more than 8,500 people.

"The approach to engaging audiences online through social networking platforms on this scale is something new to us. Certainly we have created Facebook groups and profiles on an ad hoc basis. But to have this Facebook competition as a driving force behind our online publicity campaign is indeed a new and significant milestone for us at MCYS," Richard Tan, director of Communications and International Relations Division at MCYS, said.

The competition ends on 8 May, 2009. ZenithOptimedia is handling the media duties while Fulford is the PR agency for the campaign.