DL AWARDS 2014

Best digital advertising (web)

Harvey Norman

Singaporeans love a good deal and Harvey Norman used the online space to draw in consumers looking for discounts.

Aside from providing sneak peeks at what was available, the company also used its online presence to drive traffic to its website and social network page.

CapitaLand Limited

The launch of the Sky Vue residential project in Bishan was one of many heavily advertised properties last year.

But the focus on the stylish individuals posing against a backdrop of lush greenery in the ads was alluring enough for viewers to take a second look.

A simple click then took viewers to a video that showed more of the Sky Vue launch.

Lao Fo Ye Hair

Dropping what you are doing to concentrate on something important was the focus of this campaign by Lao Fo Ye Hair.

Working with The Straits Times team, the company had the website's homepage do a fancy transition on The Straits Times site, to focus on the hairloss treatment videos that popped up on screen.

UBS

In a series of intriguing ads that directed questions to the webpage's viewers, the bank focused on answering frequently asked questions to draw their attention.

From banner ads, videos to pop-up windows, UBS relied on the viewers' curiosity to gain an audience, rather than by using elaborate images and visuals.

Singapore Airlines

To show that the journey itself can be an adventure for every traveller, Singapore Airlines arranged a series of ads to highlight the joys of flying.

The subtle impressions left by the ads worked with Singapore Airlines' branding, as people focused less on the destination, but more on the fun of getting there.