Best Use of Search at the Singapore Media Awards 2012, a photo by phatfreemiguel on Flickr.
Last night at the Singapore Media Awards, SingTel took home the prize for Best Use of Search.
The award is special on a number of levels. It’s a sign of how far we’ve come in such a short time. We only started using paid search on a persistent “always on” basis in 2011 shortly after we formed the Digital Marketing team.
The campaign itself (for MioTV) was special because it was born out of a PR crisis, demonstrating how Search can be harnessed to turn a situation around, make a statement about our brand and show SingTel’s dedication to do right by our customers.
All the credit goes to Lydia Ng (pictured), for the insights and sheer audacity to try something new, our colleagues at MioTV for the trust and the team at our media agency MEC for the dedication and hard work, for this campaign and many, many others.
Incidentally, this was one of two awards for SingTel that night (the other was for a radio campaign by our Youth team). It was also one of many awards that helped propel MEC to win the coveted Agency of the Year award.
For the full results of the Singapore Media Awards 2012 go to https://www.sma.com.sg/results.html
Fatfree06/09/2012 at 13:43
Never doubt that Miguel can even push an incumbent telco into the 21st Century.
Paid Search for Crisis Management: The Case of Anton Casey | Searching Sam on SEM23/01/2014 at 23:55
[…] SingTel demonstrated this aspect of search engine marketing very well in 2012 when Mio TV’s live EPL telecast was disrupted.The disruption angered Mio TV’s EPL subscribers who took their sentiments to social media and online community forum (much similar to the case of Anton Casey). SingTel was quick to react, besides the usual PR on TV and print, they took an integrated approach to social and search as well. In the search ad creative, SingTel apologized for the disruption and led affected subscribers to a landing page with relevant content – apologies and compensations etc. The search crisis management campaign eventually won “Best Use of Search” at Singapore Media…. […]