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Campaign Objective

To reach out and convey the message of the benefits of the Pioneer Generation Package (PGP) in relation to Outpatient Care, Medishield Life, CHAS Subsidies and Medisave Top-ups with our primary target audience of Caregivers and a secondary target audience of people over 60 years of age.


Channels Utilised:

Traditional Platforms:

Press, Radio, Outdoor Ads

Escalator Wall Ads:


Digital Platforms:

Google Display Network, Google Sponsored Mail, Facebook

Facebook Ad:

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Google Sponsored Mail Ad Pre-opening:

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Google Sponsored Mail Ad Post-opening:

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Our Results and Findings

Traditional Platforms:

For Newspapers (press ads) as a medium, we garnered over 2 million readership.

As for Radio ads, we managed to reach out to almost 1.4 million listeners.

What we’ve learned is that although digital advertising initiatives are gaining traction, traditional platforms still play a significant role in above-the-line marketing and getting one’s message out there as effectively as possible.

Digital Platforms:

The use of Google Sponsored Mail (GSM) Campaign through pinpoint targeting aids to achieve great Click-Through Rate (CTR). That is serving our target audiences the content that are relevant to them, right at their inbox.

Our Facebook ads also overperformed and achieved a high engagement rate among our primary and secondary target audiences with accurate targeting and clear messaging.

The clear advantage that digital platforms have over traditional ones is the fact that we’re able to target specific audiences, engage them and track their successes for future campaigns.