Report: M1 Advertising Campaign Analysis and Stakeholder Impact

This report provides a comprehensive analysis of the M1 corporate advertising campaign, examining its objectives, target stakeholders, and the challenges faced during its launch. The report delves into M1's corporate identity, its telecommunication services in Singapore, and the goals of the advertising campaign. It identifies key stakeholders, including managing directors and creative teams, and discusses their concerns related to market trends and technological changes. The analysis describes the "For Every One" and "Making Moments Special" campaigns, evaluating their effectiveness and the strategies employed, such as digital media tools and animated videos. Furthermore, the report outlines crucial aspects for a news release announcing the campaign to marketing trade media, including timelines, impact, uniqueness, proximity, and celebrity endorsements, providing a detailed overview of the campaign's success and potential improvements. The report concludes with a summary of M1's advertising strategies and their impact on consumer awareness and product demand.

Running Head: COMMUNICATION
Communication

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Table of Contents
Introduction.................................................................................................................................................3
Examine the corporate identity of this company and determine what could be the possible reasons and
goals for this corporate advertising campaign.............................................................................................4
Among the many stakeholders this company had to address, distinguish which ones the campaign was
directed at and what concerns they had which might make them the target for the campaign.....................5
Variation in the Market trends.................................................................................................................5
Changes in the technology.......................................................................................................................6
Briefly describe the campaign and analyse what it was able to achieve in your opinion.............................6
Suppose you were part of the corporate communications team that created this campaign. Outline the key
aspects you need to consider in order to write a news release announcing the campaign launch to
marketing trade media.................................................................................................................................7
Timelines.................................................................................................................................................8
Impact......................................................................................................................................................8
Uniqueness..............................................................................................................................................8
Celebrity..................................................................................................................................................9
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

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Introduction
This report presents the depth information regarding the corporate advertising campaign. It also
discusses the background of M1 organization. Along with this, it also demonstrates the campaign
of M1 and discusses the objectives of campaign. It also shows the challenges faced by
stakeholders at the time of launching the campaign. It illustrates key aspects that will be needed
at the time of news release announcing for launching the campaign in trade media (Broadbent,
2013).

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Examine the corporate identity of this company and determine what could be the possible
reasons and goals for this corporate advertising campaign.
M1 is located in the Singapore, which is famous for delivering the dynamic combination of
telecommunication services in an appropriate manner. It offers mobile and different services to
their customers. M1 is the first provider of different services such as nationwide 4G service,
high-speed fixed broadband, and NGNBN (Next Generation Nationwide Broadband Network).
In addition, M1 also focuses on some additional services such as quality of the network,
consumer services, added value, and innovation to make a favourable relationship with
customers and provides services on the time (Grunig, 2013).
Furthermore, the IDA (Info-communications Development Authority of Singapore) provides the
license to M1 for operating the FBO (Facilities-Based Operator) and SBO (Service-Based
Operator) effectively. IDA has also offered the provision of Telecommunication dealership to
successfully operate the communication in Singapore. The MDA (Media Development
Authority) provides the provision to M1 regarding the Internet Access Service and IPTV. It also
provides globally 4G and 3G HSPA (high-speed packet access) network to their customers. At
the same time, it also offers value-added services through HSPA and also able to offer the
download speed by 300Mbps and upload speed by 150 Mbps (Thompson, 2013).
Moreover, the company is also delivered the international call services to their customers where
it provides IDD (international direct dial) through some certain prefix such as 002, 021 and 033.
Further, International calling card services are offered to the customers in which prefix code
is1818. The company is provided the certain plans such as Fibre Broadband service with
appropriate speeds involving fixed voice and additional value-added services to their local
customers. Another service of MI is 300Mbps to 10Gbps speed range to their residential home

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users but 10Gbps of speed to their corporate customers. M1 is registered on the Singapore
Exchange and their main stakeholders are Axiata Investments Limited, SPH Multimedia Private
Limited, and Keppel Telecoms Pte Ltd. The main goal of this corporate advertising campaign is
to make a positive relationship with consumers and also retain the existing and new customers in
long-term (Argyle, 2013).
Among the many stakeholders this company had to address, distinguish which ones the
campaign was directed at and what concerns they had which might make them the target
for the campaign.
The major stakeholders of M1 campaign titled “For Every One’ is Managing Director, Chief
Strategy Officer, Chief Creative Officer, Creative Director, Art Director. Other stakeholders are
Copywriter, Digital Art Director, Producer, Account Director, Senior Account Executive, and
Account Executive. They play a significant role to meet the goal of the campaign in an
appropriate manner. At the same time, it can be said that 'Making Moments Special’ is another
campaign of M1, which has also some certain stakeholders such as managing director, chief
Strategy officer, and creative director. Other stakeholders are an art director, copywriter, account
director, and account executive. They have a very significant role to pool the customers towards
the product and services of the company (Shockley, 2014). Additionally, there are certain issues
that may be faced by the stakeholders are as discussed below:
Variation in the Market trends
Variation in the trends can become a challenge for the stakeholder because it affects the interest
of customers. At the same time, it can also affect the productivity of the organization. Therefore,
stakeholders should focuse on the variation of the trends. In case of variation in trends, it can

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negative impact on the campaign because customer will move towards those goods and services
that in current trend (Aaker, et al., 2013).
Changes in the technology
Changes in the technology can also directly impact on the implement of campaign in an
appropriate manner. In addition, it can be said that changes in the technology force the
organization to implement the new technology in their organization because it will enable to gain
their revenues. At the same time, in case the stakeholders are not aware of the modern
technology or new technology then it can create the problem for the organization to effectively
meet the goals.
Briefly describe the campaign and analyse what it was able to achieve in your opinion
The company has developed two campaign for promoting their product and services. In addition,
the first campaign of M1 was based on the integrated campaign. “For everyone” is the title of
this campaign. The major aim of this campaign is to enhance the capability of the business in
long-term.
Another campaign is “Making Moments Special”, which shows that the lives of an individual
can be improved by using the product and services of M1 (Nyilasy, et al., 2014). Through these
campaigns, information about M1 can be spread in all over the Singapore market in 45 seconds.
The advertising is used via online channels such as information about products and services can
be spread through YouTube pre-rolls by 16 seconds. M1 always tries to use those strategies by
which they can be able to make a positive relationship with consumers and solve their issues in
an appropriate manner. It also focuses on how the customers can connect with the brand in long-
term. In addition, it can be said that this campaign is also create depth understanding regarding

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customer’s lifestyle and explores the importance of product and service of M1 in their lives. It
also explains that M1 is vital for making the each movement of customers (Sheehan, 2013).
(Source: Kim, et al., 2014)
In addition to this, it can be said that M1 has promoted their two campaigns by using different
digital media tools. For example, company has launch the 45 second of animated video that aims
to provide fun, quirkiness, and joy with the potential customers. Moreover, it will be supportive
to make a favourable relationship and enhance the growth of the company in long-term (Kim, et
al., 2014).
Suppose you were part of the corporate communications team that created this campaign.
Outline the key aspects you need to consider in order to write a news release announcing
the campaign launch to marketing trade media
The news releases play an imperative role in the marketing and branding efforts. As a team
member, certain things are considered at the time of news release announcing for launching the

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campaign in trade media. There certain factors are timelines, impact, uniqueness, conflict,
proximity, and celebrity. It is discussed as below:
Timelines
The timelines refer to the content of the story which can be based on new information.
Additionally, it can also be said that even the product and service is old but the information
might be new to make a favourable public relationship. It will also supportive to successfully
operate the marketing communication in the market (Nava, et al., 2013).
Impact
The story of campaign may influence those people who are involved in making the marketing
communication. These can be readers of media, listeners, and viewers. Hence, it can be said that
the story content might be effective so as to easily influence main participants of marketing
communication.
Uniqueness
The uniqueness is also played an imperative role in write the effective news release. Therefore,
the story might be dissimilar from available same stories in the market. At the same time, it can
also be said that the story information might be unique due to make a distinguish image in the
customer’s mind. The story is mainly considered the approaches to resolve the issues of product
and services (Moriarty, 2014).
Proximity
The proximity is also a significant part of writing regarding the new release. Additionally, it can
also be said that the story might describe the impact of the atmosphere on estimated readers,
listeners, viewers, and geographical factors. It can be effective to pool the customers regarding
the product and services in less time and cost.

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Celebrity
The campaign is presented through a celebrity to promote the product and services in an
appropriate manner. These celebrities can be a politician, business leader, and entertainer. They
have a significant role to enhance the productivity and growth of the company in long-term
(Aaker, et al., 2013).
Conclusion
From the above analysis, it can be concluded that M1 is a famous organization, which offers the
telecommunication services to their customers. M1 has introduced two campaigns because of
attracting the consumers in less time for long-period. Furthermore, it can be examined that the
main aim of campaign is to aware the customers towards the product and services of company,
which will be supportive to enhance the demand of product in long-term. Additionally, it can be
illustrated that a stakeholder has faced many issues at the time of targeted the consumers.
Finally, it can also be concluded that a team member of the campaign should concentrate on
different factors in case of news releases of campaign in the trade market. These are timelines,
uniqueness, proximity, and celebrity, as it can be effective to news releases.

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References
Aaker, D. A., & Biel, A. (2013). Brand equity & advertising: advertising's role in building
strong brands. USA: Psychology Press.
Argyle, M. (2013). Bodily communication. UK: Routledge.
Broadbent, D. E. (2013). Perception and communication. UK: Elsevier.
Grunig, J. E. (Ed.). (2013). Excellence in public relations and communication management. UK:
Routledge.
Hollands, R. G. (2015). Critical interventions into the corporate smart city. Cambridge Journal
of Regions, Economy and Society, 8(1), 61-77.
Kim, S., & Choi, S. M. (2014). Is corporate advertising effective in a crisis? The effects of crisis
type and evaluative tone of news coverage. Journal of Promotion Management, 20(2),
97-114.
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R.
(2014). Advertising: Principles and practice. USA: Pearson Australia.
Nava, M., Blake, A., MacRury, I., & Richards, B. (2013). Buy this book: studies in advertising
and consumption. UK: Routledge.
Nyilasy, G., Gangadharbatla, H., & Paladino, A. (2014). Perceived greenwashing: The
interactive effects of green advertising and corporate environmental performance on
consumer reactions. Journal of Business Ethics, 125(4), 693-707.
Sheehan, K. B. (2013). Controversies in contemporary advertising. USA: Sage Publications.
Shockley-Zalabak, P. (2014). Fundamentals of organizational communication. USA: Pearson.
Thompson, J. B. (2013). Ideology and modern culture: Critical social theory in the era of mass
communication. USA: John Wiley & Sons.

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