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 Facebook Lose 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 on Youtube.
“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
products are scalable across device platforms for native apps and
browsers, while Crisp Engage provides 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 Singapore residents.
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
on www.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).