Overview of this campaign
The key objective in re-launching AsiaOne’s mobile apps was to showcase our strengths in news aggregation to readers.
Today’s readers are also confronted with a huge amount of information from various publications and websites. AsiaOne’s mission is to help our readers save time by curating and featuring a wide variety of news and lifestyle content from all the top publications, so that they do not have to access a myriad of sources just to catch up on news updates.
The new app’s improved design and look was also developed with the goal of reaching out and making it more appealing to new groups of users, in particular younger readers in the 20-25 age group.
The major challenge was to ensure that the revamped app would be able to continue delivering a quality user-experience to readers while remaining relevant and giving value to advertisers and clients.
The app was also revised to cater to the specific demands and expectations of mobile users, by providing a more holistic and immersive experience.
Results for this campaign
A few solutions were conceptualised around AsiaOne’s mission statement for the apps.
The new app features more varied content from a much wider range of content partners, including international publications such as BBC, CNBC, The Wall Street Journal and Vulcan Post. The app was also refreshed with an improved design that is sleek, clean and modern to give readers a better user-experience.
The app now gives greater play to using visual storytelling elements, including photo galleries, graphics and videos, which serve to complement a story and enhance the reader experience.
New content partnership and advertising opportunities that can give rise to new revenue streams were also conceptualized and included in the redesign.
Since its relaunch, the app has gained over 315,000 new downloads (up to November 2015), with 33,322,558 pageviews across all platforms.
The revamped app has already won Silver in the 2015 SPARK Awards in the “Most Improved Offering by a Media Owner” category. It has also been nominated in the “Best App – Media Owner” category at the 2016 Mob-Ex awards.