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SINGAPORE, Sept. 29, 2015 /PRNewswire/ -- As part of its efforts to highlight the growing incidence of cancer in Asia, Mundipharma created an integrated print and digital activation campaign which played out against the backdrop of the thrilling Singapore race weekend.
Leveraging the excitement around the race weekend, the #HumanRace campaign sought to engage the public by challenging them to complete a fun racing game. This was showcased on Singapore's #1 Video site, www.youtube.com where users could experience the entire end to end game-play. A dedicated site was also set up at www.human-race.net to enable users to play using their mobile devices on-the-go. Mundipharma then donated to the Singapore Cancer Society on behalf of each racer who completed the race.
The campaign was cleverly crafted and communicated across multiple platforms to ensure that the important message around cancer awareness reached a range of audiences. This included full page ads in the Straits Times, Singapore's largest daily newspaper, a social media and digital campaign launched on Twitter, Facebook and YouTube which complemented the print ads with a fun and lively call to action, and a unifying hashtag (#HumanRace) to bring it all together.
"Mundipharma is committed to raising awareness about cancer and in particular cancer pain management which is why the #HumanRace campaign is a cause we truly believe in," said Raman Singh, President, Asia Pacific, Latin America, Middle East, and Africa. "Cancer is often a race against time and we were touched by the public's response to help raise funds for the Singapore Cancer Society."
The #HumanRace game saw a staggering level of engagement over the 3 day campaign period, equivalent to over 9 years of game play or 79,000 hours! The fact that the game was simple and easy to play, and a donation was made regardless of whether users won, created positive impressions among social media users, and generated deeper engagement with both the Singapore Cancer Society and Mundipharma brand.
Active interaction with the corporate website also rose significantly during the campaign period with a 600% increase in organic website visits and a 1,900% increase in cross-channel, unique user reach.
Play your part today and visit www.human-race.net.
For further information please contact:
Stephenie Vasko
Communications Director - Asia, Latin America & Middle East
PH +65-6303-9732
stephenie.vasko@mundipharma.com.sg
www.mundipharma.com.sg
About Mundipharma
The Mundipharma network of independent associated companies consists of privately owned companies and joint ventures covering the world's pharmaceutical markets. These companies are committed to bringing to patients the benefits of pioneering treatment options in the core therapy areas of oncology, pain, respiratory and rheumatoid arthritis. www.mundipharma.com.sg
Logo - http://photos.prnasia.com/prnh/20150302/8521501264LOGO
