UPFRONT MEDIA is a technology led Communications Planning and Activation Agency. We provide integrated results driven solutions for our clients. We are the product of the digital age and we truly embace the digital age. We seamlessly combine our strengths in Creative, Technology, Activation and Evaluation to deliver solutions that build on traditional concepts or transform them altogether. Importantly we believe in being held accountable for what we do and we therefore place Insight and Analytics at the core of what we do. Specialties Communications Planning, Media Planning & Buying, Analytics, Research and Insight, Event Management & Enhancement, Social Marketing, Search Marketing, Web Application Development, Mobile application Development, Web Development, Creative Design

1. UPFRONT MEDIA
APRIL 2013
CONCEIVED . CRAFTED . CONTAGIOUS

2. UPFRONT MEDIA
UPFRONT MEDIA as an agency concept was launched in
August 2009 with the intention of disrupting traditional
marketing norms. We deliver digital services that convert
passive consumer communications into digital interactive
experiences.
The company’s aim is to deliver solutions that harness
limitless creativity with technological opportunity. To
create executions that stand out and at the same time
generate a desired and measurable response. While
traditional methods are important and have their place we
see them as a minimum prerequisite and not the end.
We organise ourselves under four main pillars:
Creative, Technology, Execution and Insight. Our core
strength lies at the intersection of creativity and its
application to technology platforms such as the internet.
We create work that gets the most out of the possibilities
afforded by today’s platforms and we underpin this with
rigorous analytics to drive measurable returns for our
clients.
COMPANY PROFILE
COMPANY PROFILE · LENGTH OF OPERATION · CORE COMPETANCIES
WHO WE ARE | UPFRONT | APRIL 2013

3. Current Office
New office (2013)
Supporting regionally for existing clients
UPFRONT MEDIA has a physical presence in
Singapore, Malaysia and the Philippines with new offices
opening in China and Indonesia in 2013. We service IBM
and Grant Thornton on a regional basis through
Singapore with local agency partner support where
required. We have a deep understanding of all the
markets in countries in which we operate.
SG – (HQ)
PH
MY
TH
CN
ID
TW
NZ
VT
HK
ORGANISATIONAL CAPACITY
ORGANISATIONAL CAPACITY IN REGION
WHO WE ARE | UPFRONT | APRIL 2013

4. CLIENT LIST
LIST OF CLIENTS · SERVICES PROVIDED
WHO WE ARE | UPFRONT | APRIL 2013

5. ACCREDITATIONS & AWARDS
INDUSTRY STANDARDS & ACCREDITATIONS · AWARDS WON
WHO WE ARE | UPFRONT | APRIL 2013

6. 6
OUR TOOLS

7. TOOLS
TURNING DATA INTO BUSINESS INTELLIGENCE
CONCEPT LEMONADE
Testing effectiveness of a creative material even
before campaign launch prevents wastage of
valuable marketing dollars.
It also increases campaign performance and
therefore makes our marketing budget much more
effective.
LOCOWISE
Locowise delivers a real-time social media
actionable analytics platform for brands, where
content is driven by data and performance results
are measurable.
UPFRONT ANALYTICS
Success is measured not in exposures, GRPs or
CTRs. Success is measured in metrics that drive
business intelligence that in turn lead to insights that
increase your customer base, customer
loyalty, revenue and profitability.
Upfront Media’s detailed tracking and analytics
allows you to turn marketing data into usable
business intelligence.
Screenshots of Concept Lemonade website
Screenshots of Locowise website
OUR TOOLS | UPFRONT | APRIL 2013

8. 8

9. CHALLENGE
Power 98FM looked dated and
the station had not been
refreshed for almost 10 years.
Bringing lost consumers back to
the station and enticing new
listeners would require a
statement.
RESULTSSOLUTION
We developed a new logo that
reflected the charisma and spirit of
the brand.
We developed the first musically
dynamic HTML5 site in Asia and
the mobile application on iOS and
Android to match. Furthermore, we
created a social music map that
allows listeners to pin memories to
songs and locations and share
them with friends.
BRIEF
Power 98FM is a radio station in
Singapore and was facing an
issue of being perceived as out-
of-date and out-of-touch.
Listenership was shrinking.
We were brought onboard to
make Power98 exciting and
relevant for today’s digital
audience. The radio station
wanted to target a more dynamic
and upward mobile segment of
the market and the image of the
station had to reflect this.
POWER 98FM REBRANDING
IDENTITY REDESIGN · ADVERTISING · WEBSITE CREATION · MOBILE APP CREATION
Revamped Power 98FM website Power 98FM Mobile Application
Power 98FM Outdoor Print Advertisement
INSIGHT
Radio is no longer just about
radio. In today’s digital age radio
is about online radio and mobile
radio, whenever and wherever a
listener wants to tune in.
The rebranding of the Power
98FM identity was a huge
undertaking which involved
everything from creating a new
logo, stationery, collaterals, print
advertising to website and mobile
app creation.
9OUR WORKS | UPFRONT | APRIL 2013

10. INSIGHT
Travel Insurance costs less than
people think. This makes it
affordable with the added benefit
of allowing for peace of mind
when abroad.
CHALLENGE
AIG has little awareness in
Malaysia and we had to disrupt
existing practices and change the
culture of buying travel
insurance, not something a lot of
travellers saw as necessary.
This with a challenging Cost per
Acquisition (CPA) target and
limited budget made it a very
difficult task.
RESULTSSOLUTION
Our solution evolved over time but
was focused on seasonally relevant
creatives and messaging and
utilising low cost channels to
maximise budget. We focused on
search and display advertising and
focused budgets on key holiday
period. Through rigourous analytics
and hard negotiations we fine tuned
the campaign to be as cost
effective as possible.
BRIEF
Generate cost effective sales for
AIG Travel Insurance in Malaysia.
The target audience was
Malaysian masses between the
ages of 21-44 with a monthly
income of RM3,000 and above.
AIG TRAVEL INSURANCE
Past Chartis Banner Ad Campaigns Current Interactive Banner Ads
BANNER AD CAMPAIGN · MOBILE APP CREATION · SOCIAL MEDIA CAMPAIGN
OUR WORKS | UPFRONT | APRIL 2013

11. INSIGHT
Singaporeans are proud of their
“kiasu” nature, the desire to find a
good deal, not just in price
terms, but in terms of a better
service proposition.
CHALLENGE
Bringing this new proposition to
the market. We had to disrupt
existing practices and change
the culture of buying car
insurance. Car owners were
used to the agent handling
everything, and were
accustomed to renewals
happening automatically.
RESULTSSOLUTION
Being a direct online model, we
could promise speed compared
to using agents. So we explicitly
underscored our promise with
the quotation claim “you can get
a quote from Aviva in 60
seconds”
We drove this and the better
deal message home with Brand
Response and Direct Response
techniques via online / offline
media and search (SEM &
SEO).
BRIEF
Build a multimillion business from
scratch. Do it within one year.
And do it by entering a crowded
and commoditized market with a
completely new and untested
sales and distribution model
Campaign Duration: June 2010 –
March 2012
AVIVA MEDIA CAMPAIGN
MEDIA PLANNING & BUYING · SEM · SEO
Online Banner Ad Campaign
Taxi Wraps
Aviva Get Quote Online App
OUR WORKS | UPFRONT | APRIL 2013

12. INSIGHT
When people have nothing to do
they turn to their phone for help.
CHALLENGE
Turning a passive experience into
a dynamic and rewarding
relations
We needed to get delegates
information they wanted, when
they wanted it and we needed to
get IBM data that would help them
fine tune content and convert
prospects to clients
RESULTSSOLUTION
Develop a mobile application on
iOS, Android and BlackBerry that
would allow delegates to have a
rich and informative experience.
• Question and answer
mechanism
• QR code reader
• Dynamic Resources
• Speaker Interaction
• Social media integration
• Full Analytics for IBM
• IBM Sales software integration
BRIEF
IBM holds over 2000 events a year
across ASEAN with audience
numbers that exceed 200.
IBM events were analogue and
passive, and we were tasked to make
them interactive, engaging and
measurable
IBM
MOBILE APP CREATION · EVENT MANAGEMENT · SMS CAMPAIGN / QR CODES
IBM Event Mobile App
OUR WORKS | UPFRONT | APRIL 2013

13. INSIGHT
Online is the number 1 place where
business decision makers get their
information. Yet the financial
industry has been slow to move
marketing budget into digital.
CHALLENGE
Grant Thornton are relatively small
compared to the big 4 and are
easily outspent. Our main obstacle
was to outshine the big spenders
with limited resources.
RESULTSSOLUTION
• Identify what business content is
most searched for and most
relevant to our target audience.
• Develop and seed that type of
content in digital environments
for business decision makers to
find.
• Take advantage of the of the
brand association from the
content and drive prospects to
the Grant Thornton site through
a fine tuned SEO strategy
BRIEF
With limited budget, Grant
Thornton, a global accountancy
firm, wanted to increse their visibility
and drive traffic to their site for
pospective clients and talented
recruits alike.
One of the core requirements was to
showcase Grant Thornton content.
We were asked to undertake Market
Research, Content Seeding, creative
production, Digital Consultancy and
SEO in 7 markets:
SG, MY, CN, NZ, TW, VT, IN.
GRANT THORNTON INTERNATIONAL
SEO CAMPAIGN
Infographics in GT SEO Handbook
GT markets in the region
OUR WORKS | UPFRONT | APRIL 2013

14. NESTLE PURINA PETCARE PHILIPPINES
SOCIAL MEDIA CAMPAIGN
INSIGHT
45% of Filipinos are online, of
which 97% are on Facebook.
Pet owners love to show off and
exchange stories about their pet
within social environments.
CHALLENGE
Building a relationship with a
consumer is challenging but
becoming part of an already
strong bond between pet owner
and their pets presented a
different challenge all together.
RESULTSSOLUTION
We created the Purina Facebook page
with a diversified content plan, then we
started activating the different brand
channels to directly engage with pet
owners.
Promotions, competitions, events, exper
t advice, puppy club, kitten club and
CSR campaigns were carried out.
To build traffic, we implemented a
targeted media plan using PPC and
eventually we rolled out a tailor made
community management plan, Including
applications to drive and develop the
relationship.
BRIEF
Nestle Purina Petcare Philippines
wanted wanted to bud a stronger
relationship with owners of pets.
UPFRONT MEDIA were tasked
to turn a relationship between pet
and their owners into a relatioship
between pets, their owners and
Nestle.
AVERAGE
MONTHLY
INCREASE OF
FACEBOOK FANS
Fancy Feast Facebook Page Fancy Feast Banner Ad Campaign
14OUR WORKS | UPFRONT | APRIL 2013

15. overview
Bosch wanted to create
consumer awareness of Clean
Diesel. Bosch also wants to
change consumer perception of
what a Diesel Engine is in 2012 /
2013. Ultimately Bosch wants to
increase purchases of Clean
Diesel engines in South East
Asia.
Campaign Duration: Ongoing
BOSCH CLEAN DIESEL
Post Launch Microsite
Ad BannerBosch Clean Diesel Facebook Site
Pre-Launch Teaser Ad Banner
BANNER AD CAMPAIGN · MEDIA PLANNING & BUYING · SOCIAL MEDIA CAMPAIGN
OUR WORKS | UPFRONT | APRIL 2013

16. UNIFYING COMPLEXITY FOR SUPERIOR BUSINESS OUTCOMES
RESOURCES AND TOOLS
Our team has the right set of skills and access to the right
tools to deliver on your ambition
EXPERIENCE
We have a deep knowledge of the creative and technology
aspects of digital and social media marketing.
INNOVATION
We invest to make sure you stay ahead of the competition
PASSION
We love what we do and this translates into what we
produce
WHY UPFRONT MEDIA
WHY US | UPFRONT | APRIL 2013

17. THANK YOU