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Y&R Tugs at Heartstrings In New Campaign for M1



Y&R Singapore launches Inter-connected webisodes featuring colourful personalities

Y&R Tugs at Heartstrings In New Campaign for M1

M1’s new brand campaign from Y&R Singapore will be extended into the online space this week, with three inter-connected webisodes featuring the characters introduced in its TVCs. 

M1 launched its newest brand campaign, with the theme ‘M1. For Every One.’, in June, with a 45-second TVC featuring colourful personalities from all walks of life, connecting to the people that matter most to them in their own unique way. 

In a first of its kind for a local brand, the campaign features three new inter-connected webisodes, with each webisode further expanding the background of the characters in the TVC and telling the story of how their lives intersect and enrich each another. 

To make the films a truly rewarding experience, M1 customers can engage online with the webisodes; one lucky winner will drive away with the grand prize of an Audi A5 Sportback plus many other prizes. 

“Following the success of our ‘M1. For Every One.’ campaign, we wanted this year’s campaign to focus on the most important part of our business, our customer. As the stories unfold, viewers will understand how M1 helps people connect to those that matter most to them, just as people matter the most to M1,” said P. Subramaniam, Chief Marketing Officer, M1.

“M1 helps everyone connect in whatever way they want to. This campaign celebrates the unique personalities that make life more interesting for everyone,” said Bruce Watt, Creative Director, Y&R.


Managing Director – Melvin Kuek

Chief Strategy Officer – Hari Ramanathan

Chief Creative Officer – Farrokh Madon

Creative Director – Bruce Watt

Art Director – Neo Shiyi

Copywriter – Kevin Joseph 

Copywriter – Cheng Xiao An

Digital Art Director – Mervin Ng

Digital Art Director – Jeffrey Mooi

Producer – Charmaine Wong

Account Director – Zach Wong

Senior Account Executive – Jamie Phua

Account Executive – Sophia Choo

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Categories: Consumer Electronics, Mobile Network

VMLY&R Asia, Mon, 23 Jun 2014 13:02:00 GMT