The Labour Movement has successfully left its mark on Mobile Marketing as proved at the recent Mob-Ex Awards 2013 on 21 March 2013.
NTUC FairPrice bagged three awards, Most Creative App (Sliver for Wine Pairing App), Best Use of QR Codes (Bronze for FairPrice Christmas Deli Campaign) and Best Location-Based Marketing (Bronze for “Cheers Add More Joy to Christmas”), while U Family was shortlisted as a finalist for the Best Original Content for its U Family Fun App.
NTUC Fairprice’s Wine Pairing App went through a contemporary facelift in September 2012 with new features to provide added convenience for customers. Besides getting wine recommendations, shoppers can also access tips, videos and notes by wine experts and users can also choose to pre-order in bulk online with payment on delivery.
For the FairPrice Christmas Deli campaign, the supermarket introduced a new platform for customers to buy deli products through their mobile phones. Through the “My FairPrice +” mobile application, customers can scan any QR codes next to the items in the FairPrice’s Christmas Deli Catalogue to purchase them and indicate their collection date and selected FairPrice Finest stores to pick up their orders. The application can be accessed through www.whatsupatfairprice.com.sg.
NTUC FairPrice Brand & Marketing Director Christina Lim said: “We constantly explore and utilise various mobile marketing channels to meet the changing media consumption behaviors of our customers. This recognition has spurred us on to explore and develop more creative and interesting ways to engage our customers and enhance their shopping experience.”
While technology and smart phones are often blamed for eroding family bonding, U Family took on the challenge to turn smartphones into a useful tool that supports family time.
The U Family Fun mobile application is the first-ever app with a database of family-friendly places in Singapore. There are currently more than 13,00 listings of family-friendly facilities, such as nursing rooms, family restaurants and diaper changing areas, and users can rate and review each facility. The app is made possible with support from NTUC Information Technology Department and is available for download from ufamily.sg/familyfun
NTUC Family Development Unit (FDU) Senior Specialist (Programme & Outreach) Billie Anne Lyou said: “Winning the Finalist Award is a testament to the collaborative efforts of the U Family community. Without our members’ ideas and contributions, this app would not have gained the traction it has today. We will continue to listen to what the U Family community wants in terms of family time support and work on it.”
