Chinese flagship digital product of Singapore Press Holdings (SPH), zaobao.sg has launched a new brand campaign to promote its multi-faceted three-in-one digital experience. Built around the concept of Triplet Characters (三叠字) in the Chinese language, the campaigns looks to offer three brand new services and programmes to its monthly users of over 1.3 million.
The new brand campaign will be held at the Singapore Book Fair 2018 until 31 May with a triplet character sculpture display at Capitol Singapore. Execution of the campaign will be rolled out across a myriad of media platforms such as three 30-second commercials, print, online advertisements and social media. Furthermore, outdoor ads at Buona Vista MRT station, cinema ads at Golden Village movie threatres, outdoor display, television and radio are also expected to be introduced in the coming months.
Reflecting the unique Chinese characters, zaobao.sg aims to embody the three-in-one aspect by incorporating content from SPH's three Chinese newspapers Lianhe Zaobao, Lianhe Wanbao and Shin Min Daily News, and be a one-stop portal for real-time, lifestyle, and entertainment news. In addition, its products span over website, apps and social media pages, allowing audience to watch, listen and interact with its content.
Ang Yiting, editor of Chinese Media Group Digital, explained that this is the first official brand campaign of zaobao.sg since it was revamped into a three-in-one Chinese portal in Singapore 2016. She added that the digital platform has expanded its offerings in a bid to enhance users' experience. "We hope this brand campaign will bring users into a multi-dimensional digital world beyond their conventional perception of Lianhe Zaobao," Ang said.
Following the expansion of its offerings, zaobao.sg also launched a free news alert service via messaging apps WhatsApp and Telegram. News alerts will be send to the chat groups, updating users of the daily happenings both locally and globally on the go.
In addition, a new eNewsletter Editor's Weekly Picks segment will be introduced to complement its current enewsletter selection, which includes a weekday morning edition and weekend edition. This aims to bring readers closer to the news stories they care about, the press statement read.
"In an era where information is abundant, we need to maintain close ties with our readers. Through the Weekly Picks recommendation, we adopt a casual conversational style to convey our thoughts to readers. We hope that this unique approach will provide them with more engaging news," Han Yong May, editor of NewsHub, Chinese Media Group said.