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MDA: Nationwide Digital TV switchover campaign

Client
Media Development Authority

Type
Creative Design
Integrated Campaign

Scope
Bespoke Engagement Ideas
Brochures
Banners

Background

MDA needs to create public awareness of the digital TV switchover and assist public in making informed choices when they are purchasing new TVs and digital receivers. This is because Singapore plans to switch over fully from analogue TV to digital Free-to-air TV by 2020, in line with ASEAN’s agreed timeframe for making the transition. With this migration to digital TV, MediaCorp, will transmit all its seven free-to-air channels digitally by December 2013.

Challenge/Insights

The challenge was to design and create a unique logo name & signature, TV identification labels and supporting collaterals. They must inform consumers who are making TV sets purchase from April 2013 that Singapore is moving to Digital TV Broadcasting beginning Dec 2013 with Free-to-Air channels. At the same time, it must communicate the benefits of Digital TV Broadcast over Traditional Analogue as well as help consumers identify and differentiate the 2 types of Digital TV receivers available in Singapore.

Ideas/Impact

Our research on international examples led us to develop a simple and friendly logo marque and labels that are distinct and universally recognised. Our design and messages in all communication materials show how consumer can easily identify and differentiate the digital TV receivers and products. They reinforced the consumer benefit: everyone gets a better viewing experience with Digital TV broadcast. These were rolled out progressively islandwide in all consumer electronics retail stores.