Moove Media's Inhouse Printing Goes Green
The Company behind the famous grazing cows goes Green
Moove Media’s new environmentally friendly eco-solvent printers
In line with the Green Statement that its parent company,
ComfortDelGro Corporation Limited, had issued in 2007, Moove Media has
become the first amongst transit media owners in Singapore to switch
its current large-format hard-solvent ink printing machines for
environmentally friendly ones.
The new eco-solvent printing machine uses an eco-friendly grade of
mild-solvent ink that emits about 50% less fumes and odour during
printing. This creates a safer and more comfortable working
environment in that the production team, which used to wear masks, no
longer needs to do so now.
These environmentally friendly printers are by no means less than
their predecessors. With finer touch points and better accuracy of up
to 1,440 dpi, they are able to produce more refined images in richer
and more vibrant colours, while reducing the risks of uneven printing.
The new eco-solvent machines produce more vibrant advertisements in richer colours
Says Mrs Jayne Kwek, Chief Executive Officer of Moove: “This is an
improvement from previous printing machines, and a valuable pitching
point for us as forerunners in the industry. Moreover, the switch to
eco-solvent ink printing machines demonstrates our care for the
environment, as well as the well-being of our staff.”
MasterCard Hall of Fame Awards 2012
Three days/two nights in utter luxury at Phuket’s Westin Siray Bay Resort & Spa, an exclusive property at the extreme southernmost tip of the Thai resort island, bathed in uncomparable views of the Andaman Sea, delighting in romantic sunsets and feasting on the finest Thai gourmet cuisine – PRICELESS!
About 100 representatives from 39 banking institutions and retail merchants attended the Gala Dinner-cum-Awards presentation in Phuket.
The awards gala evening, hosted by Matthew Driver, Division President, South East Asia MasterCard Worldwide, brought together key representatives from established financial institutions and merchant partners in the South East Asia region. Conferred coveted awards by MasterCard based on a review of card marketing campaigns launched by banks region-wide over the past year, there were three new categories of awards introduced this year - Best Digital Marketing, Most Innovative Acquirer and Best Commercial Card Marketing - to recognize the innovative and diverse nature of card marketing campaigns.
AdLib congratulates all 18 categories of AWARD Winners, among them are the following :
Best Activation Campaign – Mr Fulgencio Rana, SVP & Head of Cards, Allied Bank and Ms. Maire Viola, Senior Asst Vice President (SAVP), Section Head Cards Marketing, Allied Bank
Best Cardholder Promotion – Ms Anya Cajucom, VP, Cards Marketing, HSBC and Ms. Raquel Asuncion, VP, Acquisition, HSB
Best Usage Campaign (Overall) – Mr Kartik Taneja, Head, Unsecured Lending, Singapore & SEA, Consumer Banking, Standard Chartered Bank
Best Creative Execution – Ms Carol Koh - Regional Head, Commercial Cards Cards & Payment Products , UOB
Most Innovative Card Marketing Program – Ms Chng Bee Leng, Head, Mass Affluent Segment, Group Consumer Financial Services, OCBC Bank and Mr. Kenneth Tan – Head, Debit Cards, Group Consumer Financial Services, OCBC Bank
Best Commercial Card Marketing – Ms Christie Chu – Business Head, Emerging Business, Enterprise Banking, OCBC Bank and Mr. Kenneth Tan – Head, Debit Cards, Group Consumer Financial Services, OCBC Bank
Most Innovative Acquirer – Ms Nannette Regala, SVP Consumer Lending Head, BDO, Mr. Rogel Raya, First Vice President, Merchant Acquiring Head, BDO and Ms Maria Llanos, SVP Credit Cards Issuing Head
AdLib posed questions to Mr Kartik Taneja, Head, Unsecured Lending, Singapore & SEA, Consumer Banking, Standard Chartered Bank, Ms Chng Bee Leng, Head of Mass Affluent, OCBC Bank and Ms Gan Ai Im, Regional & Singapore Head Cards & Payment Products, UOB.
What is the unique selling point of the winning campaign?
Standard Chartered Bank :
Singapore is a very competitive and highly-penetrated market. With each person holding six cards on the average, we knew we had to do something really exciting to shake up the market. The key insight we got was that all our competitors were working on increasing their number of Food and Beverage merchant partners - each trying to outdo the other. Customers don’t care about how many offers and tie-ups a bank has. What they care about is whether it benefits them, regardless of where they choose to eat or shop.
By introducing the “15% cashback everywhere/Guaranteed gifts/5% everywhere” campaigns, we repositioned the Standard Chartered card as the one card that allows you to choose your dining or shopping destination. You reap the benefits anywhere and everywhere you choose. We worked hard to keep it as simple and as inclusive as possible – no differences on different card types, and even on debit!
OCBC :
‘FRANK by OCBC’ is a holistic programme which offers a simple, stylish and meaningful banking experience for youth and young working adults. Developed over two years of research based fundamentally on customer insights, ‘FRANK by OCBC’ comprises three key pillars - a refreshingly branded programme offering customised products and services through alternative channels like its retail store concept and social media. Since its launch in May 2011, ‘FRANK by OCBC’ has connected well with young Singaporeans. It has received overwhelming response from customers who have commended that ‘FRANK by OCBC’ is indeed an innovative and brand new way to bank.
Was mixed or specific media adopted to achieve optimum result, and what were the media used?
Standard Chartered Bank :
We experimented with different media mixes over the years and found that a combination of media works best to achieve the maximum response.
Typically, we use channels such as TV advertisements (if the budget permits), print advertisements, Direct Marketing, Out Of Home advertising , Radio advertisements, web banners, ATM screens, branch posters and SMS. We have found that TV generates the greatest level of awareness and SMS is the most effective in generating response. That doesn’t mean that you can do away with the rest, as the synergistic impact is what makes it work.
OCBC :
A multi-channel approach was taken to create the FRANK experience and engage FRANK customers. Customers are served in FRANK retail stores instead of OCBC Bank branches. The store is designed differently from a traditional branch, allowing the FRANK customer to take his time to browse, touch and ask questions about the products and his banking needs. It is modelled after a shopping experience that youths and young working adults are familiar with, such as shopping for a gadget or fashion item. We currently have 3 FRANK stores – Singapore Management University (“SMU”), Nanyang Technological University (“NTU”) and VivoCity.
As the Internet and social media play an integral part in the lives of the youth segment, we also set up a dedicated and interactive website – FRANKbyOCBC.com – which allows access to accounts, enables tracking of cash positions and cash flows, as well as set budgets and savings goals. FRANK also uses Facebook and twitter as tools to engage with customers through regular updates on financial tips, promotions and topics that are relevant to young working adults.
What research was conducted and how was it conducted?
Standard Chartered Bank :
We have done much research on the psychology of promotional mechanics, on revealed preference vs. stated preference. For example, we found that people say (or think) that they spend a lot less than their actual card spend during the Great Singapore Sale, and that they think they will spend a lot less going forward than they actually will. This has an impact on modeling. The minimum committed spend that customers would psychologically accept is different from what they will actually spend.
The research done for this campaign was a mix of qualitative, quantitative (conjoint, preference) and empirical (pre/post, control group, regression) based.
OCBC :
Adopting ‘Design Thinking,’ we first created a small, cross-functional team that could cover all the skills we needed to build FRANK. Then, we did an around-the-world tour visiting banks and, importantly, retailers who were doing new and innovative things. We came back to Singapore, and spent time – a lot of time – in ‘ethnographic’ research. Our team – including senior executives - hung out with the young in malls, ate with them at restaurants, went shopping and playing pool with them. During that time, we tried to understand their relationship to money, looked in their wallets and tried to see how we could help them be more successful.
We took the insights we gathered from that research and developed a hypothesis of what FRANK could be. We have a design studio in OCBC where we then built a to-scale prototype of our store out of cardboard and paper, and brought in the young so we could test our channel, marketing and product ideas. We went through numerous versions of prototypes until we arrived a concept we felt confident would work. We also did a lot of research on the name, the cards in our FRANK card collection and our website.
What were consumers’ responses / feedback?
Standard Chartered Bank :
Customers’ response is always the best and most useful feedback. During the different campaign periods, our overall spending was growing at between 3X - 5X the market average. To date, customers are still calling up our call centre to ask when we’ll be launching our next promotion.
OCBC :
The feedback on FRANK has been really great so far and the customer take-up rate has been very encouraging indeed! We’ve had interest from around the world = other banks wanting to know how we did it and young people wishing they lived in Singapore so they would bank with FRANK!
UOB's Response :
“As a market leader in the cards and payments business, we are always looking for ways to set the standard for the industry. As such, we are honoured to win this year’s MasterCard Hall of Fame Award for ‘Best Creative Execution’.
The award is recognition of our relentless pursuit of excellence in our cards and payments business. It is also a reinforcement that each Commercial Card programme we create is based on insight and intelligence which allows us to build custom-fit solutions to service specific customer segments. We believe that a good fit can only be achieved with a complete understanding of each customer’s business drivers, needs, and goals.
In partnership with MasterCard, we look forward to developing more innovative and market leading cards and payments solutions in the years ahead which we know will propel card adoption and usage in Asia.
We know that our Commercial Cards are an indispensible tool for our corporate customers and the better way that they manage their business expenses.
AdLib's Editor Valerie Trevor was privileged to be sponsored while in Phuket to cover this Gala event for MasterCard! A 'Priceless' experience!
L-R Kenneth Phua (MasterCard), Sarah O (DBS), Gregg Hirano (DBS), Ooi Huey Tyng (DBS), Matthew Driver (MasterCard), Julienne Loh (MasterCard), Sayvious Ong(DBS), Gary Wong (DBS)
L-R Julienne Loh (MasterCard), Kartik Taneja (Standard Chartered), Nicole Ang (Standard Chartered), Tracy Chan (Standard Chartered) and Krishna Venugopal (MasterCard)
| L-R Julienne Loh (MasterCard), Carol Koh (UOB) and Merissa Leow (UOB) |
L-R Debbie Goldingham (MasterCard), Ms. Anya Cajucom (HSBC Philippines), Ms Raquel Asuncion (HSBC Philippines), Judith Marie Dayrit (MasterCard)
L-R Julienne Loh (MasterCard), Debbie Goldingham (MasterCard), Chng Bee Leng (OCBC), Alice Goh (OCBC), Winifred Wee (OCBC), Kenneth Tan (OCBC) and Quek Puay Cheng (MasterCard)
Gobbler Deals liven up Facebook with their Valentine’s Day Contest
1st Prize Winning Entry
Gobbler, an associate of Moove Media, a member of ComfortDelGro, celebrated Valentine’s Day 2012 with an interactive Facebook Contest that sparked romance amongst their Facebook fans. Bridging on the theme of romance for the month of February, this Facebook initiative encouraged Gobbler’s fans to get creative, while engaging their romantic persona. Fans were asked to submit their most romantic picture and/or picture caption, with the most romantic entries winning a chance to surprise their loved ones on Valentine’s Day.
This is in line with Gobbler’s purpose of delighting their customers, injected with elements of fun and excitement, while helping their customers save money at the same time! To make the occasion more special, Gobbler tied-up the day with hand-delivered prizes by Gobbler’s Brand Manager, Janan Kwek.
“I think it’s a fabulous way to engage with our fans while rewarding them at the same time,” says Mr Kwek, of the brand’s move to heighten their fans' interaction on Facebook.
“I thought it was really unique that Gobbler added a personal touch by hand-delivering the prizes. I will definitely participate in future contests organised by Gobbler,” says 1st prize winner, Joan Teo.
Gobbler is living up to the name it has created for itself as the fun ‘Savings Monster’ in Singapore, by offering monster savings, be it through deals offered on their website or in their interactive activities of which customers can expect more of this year.
2nd Prize Winning Entry
Prizes were generously sponsored, courtesy of Country Florist in Siglap and Chocolate & Gelato Shoppe in Tanjong Pagar.
Click this link to our candid Valentine's Day pictures :
http://www.facebook.com/media/set/?set=a.273780406024720.64659.124508854285210&type=1
AdLib Goes Entirely ONLINE wef January 2012~
I wish all readers a blessed, fruitful and prosperous 2012!May media budgets increase as ad spend escalates.
A Paradigm Shift into the Future :
Change is as inevitable as innovation and the evolution of the AdLib print medium into an online medium is both timely and necessary.
What began as a solely print publication almost 11 years ago has today evolved into a website, then a blogsite and now an edm. As a result, Media News will now come to you faster, with greater convenience and more frequently!
AdLib edms will be zapped thru’ the internet TWICE a month, each with FRESH & NEW content.
AdLib’s Website – www.adlib.com.sg - will be updated TWICE a month.
AdLib’s Blogsite -http://adlibmagazine.wordpress.com will continue to be updated DAILY Mondays - Fridays.
The journey has been a learning curve for me –
I couldn’t have done it without the help and guidance of each one of you. Thank you for sticking with me through it all!
And now, with the technology know-how and great help of Tribal DDB, AdLib is proud to launch its FIRST edm!
Valerie Trevor
Publisher/Editor, AdLib
Reap Interactive Pte Ltd