Singapore Press Holdings (SPH) included its three radio stations in its 30th anniversary campaign called ‘See The Big Picture’, reports The Straits Times.
SPH operates UFM 100.3 in Mandarin, as well as Kiss92 and HOT FM91.3 in English.
While the campaign launched online and on-ground, radio stations joined in later to give regular updates during the five-day campaign last month.
It featured Stephen Wiltshire, an autistic savant who drew a panorama of Singapore’s skyline from memory at a live event.
150,000 people came to watch him and 2.5 million followed him on Facebook.
The company claims that material related to the campaign has appeared over 80 million times in the media.
James Chua, business director of Germs Digital, the advertising agency that led the campaign, told The Straits Times: “People forget that there are all these digital platforms which when used together with print and radio, created great success.”