Omy has Saatchi LAB point the finger

Singapore - Saatchi LAB has launched a campaign to promote SPH's new bilingual news and interactive portal, Omy.sg - the site aims to generate news content by getting users to take on roles as citizen journalists.

The creative rationale behind the ads characterises the site as fun and engaging stemming from a nosy giant digital finger pointing and according to the agency, mirrors the average Singaporean's curious nature and role in presenting opinions.

The campaign features in three print ads, radio, and a TVC which will be aired on cable, online and across SPH MediaBoxOffice (SPH MBO) platforms. The portal targets online users aged between 18 to 35, and as reported by Marketing last week, has 12 sub sections including news, vod-casts and even geo-blogging which is powered by Google Earth, and a feedback function allowing users to input useful information on locations they want to share such as food and shopping. It also has free-to-play online flash games and celebrity blogs.