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ST701 wins two international awards - May 20, 2008 (ST)

BackMay 20, 2008

The Straits Times / The Business Times News On SPH

ST701 wins two international awards

ST701's Colleen Exposed and Get The Right Stuff campaigns both picked up an International Newsmedia Marketing Association (Inma) award.


May 20, 2008
The Straits Times

MEDIA group Singapore Press Holdings' (SPH's) online classifieds portal ST701 has picked up two International Newsmedia Marketing Association (Inma) awards.

 

The Colleen Exposed campaign involved Miss Singapore World 2006 Colleen Francisca living in a glass-walled house outside the Raffles Place MRT station for a week. -- PHOTO: CATS

ST701's Colleen Exposed campaign, featuring former beauty queen Colleen Francisca, clinched second place in the 'over 300,000' category for successful online audience usage and engagement.

And the Get The Right Stuff campaign scored for brand, product and audience development, also taking second place in the 'over 300,000' category.

Two other entries - Career Discovery and ST701 Plug Heads - were featured in Inma's reports.

Dallas-based Inma has more than 1,200 members in 84 countries. Its competition, now in its 73rd year, attracted more than 750 entries from almost 200 newspapers worldwide.

A panel of 21 judges, comprising executives from media companies, advertising agencies and marketing firms, assessed concept, creativity, design, production and overall effectiveness.

Awards were given in 10 categories, divided up by circulation: under 75,000; 75,000 to 300,000; and over 300,000.

The Times of India won the coveted Best of Show award for a community service campaign.

SPH executive vice-president Elsie Chua said ST701's triumph made it 'extremely pleased (and it) will continue to strive for the best'.

The Colleen Exposed campaign involved Miss Singapore World 2006 Colleen Francisca living in a glass-walled house in Singapore's busy business district for a week in October last year.

The aim was to showcase the range of products available on the ST701 site, with Miss Francisca obliged to get everything she needed for her week's stay via the online classifieds site.

The event was covered by The Straits Times, while its online portal Stomp hosted a mini-series on its website.

Miss Francisca also wrote a blog about what she did and what she bought and sold that day. The campaign increased traffic to ST701's site by 50 per cent over the period.

Get The Right Stuff, an eight-week campaign that utilised a mix of outdoor and mainstream media, helped ST701 capture 10,000 new registrants and 4.5 million page views.