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MDA Digital TV Assistance Scheme

Client
Media Development Authority

Type
Public Service Campaign

Scope
Creative Strategy
Integrated Campaign

Background

With MediaCorp going full digital television broadcasting for its free-to-air channels by 2016, MDA is handing out free assistance to help low-income households to make a smooth transition from analogue to digital TV reception.

Challenge

With MediaCorp already running a publicity campaign that features their well-known artistes about its switchover to digital TV transmission, how do we run a campaign that will capture the public’s attention?

Solutions

If we can’t beat them, we join them. Our Digital TV Assistance Scheme campaign also features the same group of MediaCorp artistes. This helps enhance the profile and visibility of our campaign for MDA and keeps the creative consistent from MediaCorp’s switchover campaign to MDA’s assistance scheme campaign.