Yahoo!
and Crisp
Media(www.crispmedia.com),
a mobile advertising media, technology, and services company, announced today
the launch of Singapore Health Promotion Board’s (HPB) mobile rich media
campaign, “Lose to Win.” This first of its kind mobile campaign, which is
powered by Crisp Media and running on Yahoo! Mobile in Singapore, was
created by OMD to amplify mobile video views and Facebook interactivity
for HPB’s “Lose to Win 3” programme.
Since
its inception in 2009, Lose to Win (LTW) has been a highly successful holistic
weight-loss programme, which has helped over 1,000 Singaporeans lose weight and
regain their health in a safe way.
This
year, the LTW campaign is focusing on social media as its key platform in
delivering the exciting weight-loss transformations and personal journeys of
participants who are committing themselves to learn and adopt healthy
lifestyles, in a personal way. These weekly videos, which also feature
nutrition, physical activity and mental wellness tips that are beneficial to
viewers; are shared on the FacebookLose
to Win page and HPB’s YouTube channel.
To
bring the LTW campaign closer to the public and conveniently at their
fingertips, OMD tapped Crisp to create a compelling campaign that leveraged Yahoo!’s
popular properties on mobile and extended the reach of LTW into mobile arena.
This effort was designed to increase mobile video views and encourage users to
“Like” the programme on Facebook. The mobile campaign uses
three rotating creative executions, which feature 10-second video clips that
auto-play in the Crisp
Adhesion™ banner using Crisp
Teaser Video™technology. Users can tap on the banner to expand the ad to
full screen, where they can watch the entire video, “Like” the Lose to Win
Facebook page or watch more videos onYoutube.
“The
messages that we push out to the public can no longer be static information. We
need our messages to be interesting, personal, relevant, sophisticated and most
importantly, mobile. In keeping up with this fast-paced world, we’re making the
Lose To Win message viral with dynamic social media tools.
Users
will be able to view videos of participants, get health tips, cheer
participants on and leave comments while they are on the go. We believe that by
engaging with our audience and allowing them to interact with participants,
they will realise that they play a part in participants’ success. This way, we
hope to inspire them, too, to live healthier lifestyles,” said Vernon
Vasu, Director of Corporate Marketing and Communications Division, Health
Promotion Board.
“This
campaign marks a major milestone for Crisp as our first rich media campaign to
run in Singapore since opening our APAC office last year,” stated Rosalind
Tan, General Manager of Crisp Media APAC. “With the intense interest we are
seeing in mobile rich media, this campaign marks the beginning of a groundswell
in mobile rich media advertising in APAC.”
According
to Prajit Prakash, Ad Products Manager for Yahoo! Southeast Asia,
“A significant trend this year in Singapore is the integration of
mobile platform into advertising campaigns. Government bodies are often
advocates of long-term social changes and the keen adoption of the mobile
platform is a reflection of how powerful such ad tools are in communicating
with the mass audience and in shaping people’s opinions.”
He
added, “Yahoo has collaborated with a number of brands across Asia including
Subaru,Shu Uemura and Ocean Park to craft mobile marketing
strategies that help advertisers reach their targeted audiences and build
brands across platforms, devices, and apps.”
The
campaign will run on Yahoo!’s mobile properties until end April.
About
Crisp Media
Crisp
Media is a leading provider of premium mobile advertising media, technology,
and services to brand advertisers. Based in New York and Singapore,
Crisp provides advertisers with a Certifiably Better way to buy and serve
mobile rich media campaigns that deliver the reach they need and the results
they desire. Crisp Premium Media ensures that ads run only on premium media,
providing a brand-safe environment across channels including Women, Men,
Business & Finance, and Technology. Our innovative HTML5 ad
productsare scalable across device platforms for native apps and browsers,
while Crisp
Engageprovides partners with a self-service ad platform to build, manage
and measure rich media advertising campaigns. Leading brands including GM,
Ford, Toyota, VW, IBM, Intel, HP, Proctor and Gamble, Unilever, HBO,
and Paramount Pictures, have utilized Crisp for their mobile advertising.
For more information visit http://www.crispmedia.com. Crisp
Media is a portfolio company of Singapore’s EDBI (http://www.edbi.com).
About
Health Promotion Board
The Health
Promotion Board (HPB), Singapore was established as a statutory board
under the Ministry of Health, Singapore, in 2001 with the vision of
building “A Nation of Healthy People”. HPB aims to empower the people of Singapore to
attain optimal health, increase the quality and years of healthy life and
prevent illness, disability and premature death.
As the
key driver of national health promotion and disease prevention programmes, HPB
spearheads health education, promotion and prevention programmes as well as
creates a health-supportive environment in Singapore. It develops and
organises relevant health promotion and disease prevention programmes, reaching
out to the healthy, the at-risk and the unhealthy at all stages of life –
children, youths, adults and older Singaporeresidents.
Its
health promotion programmes include nutrition, mental health, physical
activity, smoking control and communicable disease education. HPB also promotes
healthy ageing, integrated health screening, and chronic disease education and
management.
For
more information, visit www.hpb.gov.sg.
About
Lose to Win
Lose To
Win is a holistic weight management programme that encourages and motivates
overweight individuals to lose weight the healthy way. This 12-week programme
will combine physical activity, nutrition and mental wellbeing activities to
equip individuals with the skills and knowledge to make lifestyle changes.
For
more information, visit www.hpb.gov.sg/losetowin or
join us onwww.facebook.com/losetowin.
About Yahoo!
Yahoo!
(NASDAQ:YHOO) is the premier digital media company, creating deeply personal
digital experiences that keep more than half a billion people connected to what
matters most to them, across devices and around the globe. That’s how we
deliver your world, your way. And Yahoo!’s unique combination of Science + Art
+ Scale connects advertisers to the consumers who build their businesses. For
more information, visit the pressroom (pressroom.yahoo.com) or the company’s
blog, Yodel Anecdotal (yodel.yahoo.com).
Source:
Crisp Media
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