Epson: Youth Challenge
Epson’s sports lineage remains an integral part of the organisation’s DNA – from global sponsorship of events and teams, to grassroots social programmes that make real differences to the lives of youth through football.
In 2016, Epson launched the inaugural Epson Singapore Cup, a seven-a-side football tournament for the boys under-15 category. The tournament formed part of the company’s on-going commitment to provide exposure and sporting opportunities to youths to be inspired and empowered to grow in resilience and teamwork through sports.
For 2017, Epson Singapore partnered with Geylang International FC (GIFC) and Sport Singapore to create a bigger and better platform for youths in Singapore – helping them pursue their footballing dreams through the launch of Epson Youth Challenge 2017.
Epson adopted an integrated approach to the campaign, incorporating both traditional public relations and social media.
To announce the launch of Epson Youth Challenge 2017, LEWIS worked with stakeholders from various organisations to create an official press release. This was followed by a press conference where interviews were conducted.
As part of Epson’s corporate social responsibility efforts, LEWIS also helped to facilitate a football clinic with Lakeside Family Services along with GIFC, where media were invited to attend and conduct interviews.
On social, LEWIS made sure that Epson’s fans were fully aware of Epson Youth Challenge 2017. Taking an approach that resonated with Singaporean youths, the team came up with EPMOJI (a play with the words Epson and Emoji) to further engage young fans and drive sign ups to the tournament. EPMOJI is a series of content that mimics a conversation on WhatsApp between youths, while driving key messages including call-to-action to register for the tournament, as well as live updates.