Company

Epson

Office

Singapore

Services

Epson Singapore Cup, Epson Youth Challenge 2017, Sport Singapore,

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.

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EPSON YOUTH CHALLENGE


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.

 

Objectives
  • Extending grassroots outreach and efforts to a wider group of youths, both in terms of age and gender
  • Encouraging more players to participate in the tournament and showcase their football skills and talent, in a fun and engaging way
  • Helping the local football community identify talent at a young age and provide the necessary support for them to succeed
  • Highlighting Epson’s commitment to the development of youths through sports
  • Raising awareness of the local footballing scene in Singapore

 

Strategy

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.

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Results


1,200

participating teams

 

180

team sign-ups

 

3.5%

social media engagement

 

News coverage across print, online, and regional broadcast media including Channel NewsAsia and HubSports 360

 

Winner of the Bronze award for Excellence in Corporate Social Responsibility at the 2017 Marketing Excellence Awards

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