Clear Channel Singapore Launches Its “People” Campaign

In its successful Testimonials campaign in 2007, a mix of influential senior client marketers and agency decision-makers validated the effectiveness of Clear Channel’s ubiquitous bus shelter medium, on a series of poster advertisements across Singapore. In November 2008, Clear Channel Singapore returns with an encore, featuring its staff-studded cast, in a new campaign called “People”, as the 2008 Testimonials are appropriately named.

Its Sales & Marketing team star in this new campaign. Leading the creative charge for “People”, Clear Channel’s Marketing Director, Kelly Khoo, said,

”In 2007, our clients complimented us on the results that our medium has consistently helped them to achieve.  In 2008, “People” shifts the spotlight inwards, by magnifying the very same people who generate the positivity about our brand, products and services. We’re not only bringing key faces of the organisation to the forefront, we’re allowing them to demonstrate their own faith and belief in the products and services that they sell and market.

“People” allows you to know the people you’re working with.”

During the campaign-planning stage, each person was asked for his/her “day-in-the-life” quips; these quips were further distilled into impactful one-lined statements which then formed the outline of the subsequent photography-driven visuals.

Continuing its support for local talent (having worked with Electrico on their last event and viral exercise), “People” benefitted from the photographic expertise of Case Woo. (Case is otherwise better known as a music composer who has worked with the likes of Sandy Lam, Kit Chan, etc). Case Woo and his partner, Geri Chong are the founders of Quick Shots, a Facebook group dedicated to a community of non-professional photographers who shoot the twist and uniqueness in everyday people, taking Quick Shots, literally!

Khoo continues,”I’m a big fan of Quick Shots. Case very aptly captured the “spirit-of-the-moment” that “People” aimed to deliver. The team was shot when they were out and about, doing everyday things, living life. There were one or two cheeky ones but we’ll let those surprise you.”

The “People” campaign will appear across all Audience Solutions networks: National; Retail; Youth; Commuter and Business. The National networks covers the length-and-breadth of Singapore. The Retail network is present around commercial centres and points-of-sale. The Youth network interacts with the younger demographic by being in and around youth hotspots. The Commuter network aims to reach time-poor and mobile commuters with sites in strategic “work-bound, home-bound” locations. The Business network is present - not just in the places where PMEBs work; it addresses PMEBs’ lifestyle habits with its presence in and around lifestyle venues favoured by this audience, like sports and food & beverage venues.