Exposed Beauty Queen draws hits

Singapore - ST701's guerilla stunt with Colleen Francisa locked in a glass house for a week saw its homepage traffic increase by 50% led by the campaign microsite.

The campaign aimed to market SPH's e-marketplace and its four verticals ST701 Jobs, ST701 Cars, ST701 Property and ST701 Shops. Onlookers could watch Francisca participate in various activities and she also blogged about her experience. The prize element encouraged the public to take part in a contest based on her activities and entries.

"In reality, not many people will actually be confined at home for an entire week like Colleen. But what this goes to show is that it is possible for anyone to use ST701 to get what they want," Elsie Chua, SVP CATS Classified, marketing, SPH said.