Mandate advertising wins Speak Mandarin media account

The incumbent was Dentsu Singapore.

The council consists of both private and public sector individuals, with secretariat support from the National Library Board. The campaign is an initiative to encourage Chinese Singaporeans to learn and consistently speak Mandarin, and reap the economic and cultural benefits of using the language.

A spokesperson from Mandate Advertising told Campaign that the new campaign will reach out to students aged 11 and above. Hence, the advertisement placements will be in student publications and newspapers, as well as on outdoor advertising.

It also reaches out to the people via online platforms. A theme song contest for the ‘The Speak Mandarin Campaign’ was recently launched to all Singaporeans and Singapore permanent residents.

The contest runs from 4 July to 5 September, this year and the two-minute song should demonstrate how learning Mandarin can be a fun and enjoyable experience for all.

The contest also provides a platform for aspiring musicians to showcase their talent.

An online contest, called ‘The Chinese Challenge 2011’, was also launched to encourage students aged 17 and below to enjoy and improve their Mandarin, while deepening their knowledge of the Chinese culture.

Each week, the three top-scoring winners will be selected via a computerised lucky draw. They will be invited to auditions at MediaCorp, and six finalists will be selected for the grand finals.

Red Ink Communications is the creative agency for the ‘The Speak Mandarin Campaign’, while Bang Public Relations holds the PR business.

http://www.mandarin.org.sg/