DL AWARDS 2014

Best digital advertising (brand content)

AIA

Before rolling out a new product, AIA approached The Straits Times' online team to craft a message that focuses on establishing a healthy lifestyle change.

Aside from providing details on the company's new product, the Big Story package included tales featuring AIA's growth and wellness tips.

Curtin University

Attending a new school can be daunting, so Curtin University worked on reassuring potential students, by providing interviews with current student and faculty members, which showed the many aspects of its academic life.

Aside from videos and stories, the school used social network links on the Big Story site, acting as a facilitator between interested parties who wanted to get in touch with the school.

Singapore Airlines

As one of the country's most famous brands, Singapore Airlines had a mission to preview the many destinations to which it flies and to highlight its legacy, from the iconic Singapore Girl to its award-winning in-flight meals.

With a focus on its fleet of A380s, the campaign touched on the past, present and future of the airline.

Singapore Polytechnic

Timed to coincide with the Singapore Polytechnic's Open House this month, this Big Story package caters to the polytechnic's new graduates who are looking to further their studies.

Aside from highlighting the achievements of graduates and current students, the campaign also provides links to more resources, as well as the polytechnic's social media platforms.

Standard Chartered

Working with The Straits Times on the 12 Days of Christmas Surprises Big Story package, Standard Chartered sponsored the prizes and placed the emphasis of the campaign on the spirit of giving.

The Straits Times team focused on the daily winners of the prizes and showed the impact that winning had on them and their families.