Cheryl's post

Product:
The product for this commercial by an award-winning director is neither a good nor a service. It is a message brought from the Ministry of Community Development, Youth and Sports for people to start cherishing their loved ones. It also implicitly showed that a mixed-racial marriage does end up happy, which could be seen from the Indian woman who still missed her Chinese husband so much when he passed away. Mixed-race marriages are traditionally frowned upon by the Singaporean society and it is only lately that people started to choose a spouse of a different race. The commercial also encouraged friends of many different races, as can be seen from the funeral attendees who were Indian, Malay, Chinese, Peranakan etc.

Price:
As the commercial does not promote a good or service, there is no price involved here.

Promotion:
The commercial was aired frequently and sometimes during television primetime slots. This enabled a large audience to watch and grasp the meaning behind it. The success of the ad was set when people started uploading it on video streaming site Youtube, to share this internationally. Therefore the audience of the commercial is now not just based in Singapore, but also globally. The ad is also rather long, around 3 minutes, but it captured people’s attention so people will still watch it.

Place:
MCYS is a Singapore ministry and messages are easily disseminated to the public through ads, commercials and the internet.

done by Cheryl, T01

Labels: marketing

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