They won in the Advertising category.
To encourage Singaporeans to be more physically active, Singapore’s Health Promotion Board (HPB), along with media agency MEC Global and creative agency Publicis Singapore, collaborated with out-of-home media owner Moove Media to introduce an out-of-the-box, high impact media execution at a crowded train station. The new season of the National Steps Challenge, which aims to encourage people to increase their levels of physical activity, was launched by the HPB on 1 October 2016.
Building on the success and scale of the past National Steps Challenge, more rewards tiers and exciting thematic challenges were introduced to encourage Singaporeans to get active by taking more steps in their daily lives anytime, anywhere.
Singapore Business Review recognised this innovative take and gave Moove Media the National Business Award 2017 for Advertising. Nelson Low, Shay Chua, Gina Ang, Lee Minghan, and Sylvia Chan accepted the award on behalf of Moove Media.
Using an exceptionally unique but fun approach, the campaign was set at the high-traffic Dhoby Ghaut train station next to a travelator. A dazzling musical pathway was created with interactive lights, sounds and special programming. The 1.3 metres-long musical pathway emitted 100 different drum beats which lights up when stepped on. Every step released a different drum beat literally coupled with a catchy tempo.
The SBR National Business Awards was held on June 8, 2017 at the Conrad Centennial Singapore.
This year's nominations were judged by a panel consisting of Ng Jiak See, executive director and head of corporate finance advisory at Deloitte Singapore & Southeast Asia; Choo Eng Chuan, ASEAN markets leader and partner, international and corporate tax services at Ernst & Young Solutions LLP; Toh Kim Teck, assurance partner at Foo Kon Tan LLP; and Henry Tan, managing director at NEXIA TS.
Check out the event photos during the awards night here.
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