30/05/2011
Clear Channel Singapore’s 2011 major rebranding efforts kicked off on the 3th of May with a series of e-teasers prior to the launch, followed by pro-active agency and client presentation visits. Amidst the on-going rebranding activities on various channels, 26th May, Thursday saw Clear Channel hosting our very first major event after the rebrand.
The Out-Of-Home Planning and Innovation Awards (OOHPIA), previously known as Poster Challenge, opened with a speech from the CEO of Clear Channel Singapore, Mr Adam Butterworth, who presented the changes in line with the rebrand, namely the new brand positioning of Clear Channel International and Clear Channel Singapore. The unification of the Clear Channel International group around a visual identity and the eventual result of a new logo, sales kit and other changes were highlighted during his speech. OOHPIA communicates Clear Channel’s new vision “Clear Channel boosts brands by inspiring and motivating people with powerful Out-Of-Home campaigns, founded in a uniquely flexible approach to creativity and planning”. The event recognises the best-of-the-best in Out-Of-Home Planning and Innovation.
While the excitement of the night centred around the awards, the create & collaborate technology showcase by Clear Channel’s technology partners, 3Di Singapore and D.Ink drew a steady stream of interested parties who tried and tested the latest technological advancements proposed for Out-Of-Home media. 3Di showcased the Heaven & Earth Western Tea campaign, the pioneer of 3D media campaigns in Out-Of-Home 24/7. D.Ink placed three different Augmented Reality (AR) technology powered campaigns. Augmented Reality, an up and coming technology solution for advertising uses facial recognition and gesture detection to transform static panels into interactive spaces where brands come alive and engage audiences. The event provided media planners, creative agencies and advertisers, an opportunity to understand the different technologies from the experts, giving them a better insight on the choices available through Clear Channel’s create & collaborate portfolio to boost their brands.
Clear Channel also revealed the latest research tool called The Recall Predictor, an addition to our pre-campaign research & insights during the Out-Of-Home Planning and Innovation Awards. The Recall Predictor, a new proprietary planning tool is built based on over a hundred historic campaign results from our research monitor, a post-campaign tool. Using key campaign parameters to forecast post campaign recall awareness scores, the Recall Predictor will be launched as an online service for agencies and advertisers.
The awards presented at OOHPIA, saw campaigns taken from April 2010 to March 2011 engaged in a fierce competition. After two rounds of voting, the winners were determined by the highest vote count in their respective categories. The voters, advertisers, media agencies and creative agencies, were present at the event. Having picked their favourite, most inspiring campaigns, they were excited at the big unveil. Further hyped up by local comedian and entrepreneur Ms Irene Ang, they were entertained by her humorous and lively hosting throughout the night!
The highlight of the event, the awards presentation saw five categories up for grabs.
1) My Favourite Poster, won by Asia Pacific Breweries, Kinetic/ Mindshare and Iris Experience for the Heineken campaign.
2) Best Use of Multiple Clear Channel Formats, the campaign whose clever use of multiple formats such as 6-sheets, 12-sheets, Media Portal and/or Sky Bulletin successfully reached different audiences with varying messages and visuals to the corresponding formats. The award was won by Carlsberg Singapore, OMD and Euro RSCG for the Carlsberg Pimp My Party campaign.
3) Best Delivery of Create & Collaborate, the inspiring campaign whose use of innovations that are relevant to the brand and Out-Of-Home raised eyebrows and created waves. Sponsored by 3Di Singapore, the campaign was won by NTUC Income Insurance Co-operative, Kinetic/ Maxus and BBH for the NTUC Income Retirement campaign.
4) Media Planner of The Year, sponsored by Coca Cola Singapore, rewarded an adaptable, creative and strategic thinker with an uncanny knack of bringing in fresh and exciting ideas to the company and clients. The award was won by Ms Anna Lai, from OMD.
5) Campaign of The Year, sponsored by Kinetic Worldwide rewarded the finest Out-Of-Home advertising campaign that made best use of media and creative execution. The best of the best campaigns for the year was Heaven & Earth Western Tea campaign, won by Coca Cola Singapore, Kinetic/ MEC and Euro RSCG.
Held at Velvet Underground, close to 300 guests attended the event. OOHPIA 2011 would not be a huge success without the support our sponsors: Catering partner, Purple Sage, who provided a thematic setup, complete with butler service and a Quesadilla live station; Technology Partners, 3Di Singapore and D.Ink and our sponsors, Coca Cola Singapore, Kinetic Worldwide, Mega Print Pte Ltd and Velvet Underground.