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IFRA XMA Cross Media Awards 2008 projects |
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Company: Singapore Press Holdings Ltd |
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Project name: SoShiok.com |
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Topical category of the project |
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C: Cross media communities for special interest groups (e.g. travel, young audience, gardening), that are a platform for new advertiser target groups |
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General information about the publication |
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SoShiok.com is a redevelopment of AsiaOne Wine, Dine & Unwind ("WDU"), the FnB section of the AsiaOne portal. It is a standalone website operated by AsiaOne, Singapore Press Holdings ("SPH)". |
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Project description |
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The name of the website is derived from a phrase in colloquial Singaporean English - "So shiok!" - which expresses delight and pleasure at an (usually, but not always, gastronomic) experience. |
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The basic idea of the project |
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Project aims to develop an effective, authoritative guide to food & beverage outlets in Singapore.
SoShiok.com's target audience includes foodies, working adults and the general public who want to know where to have a good meal. It hopes to retain pre-existing readers of WDU while expanding its readership base to include foodies and working adults with disposable income.
SoShiok.com works with both advertisers and sponsors to organise promotional activities and perks for readers. It also provides editorial support for advertisers and sponsors. |
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Used media channels |
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The implementation |
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SoShiok.com was designed in-house, taking into consideration the successful features of its predecessor WDU, and interactive features such as blogs, clipboard, search restaurant map function and forum discussion. It was launched with print and online publicity advertisements and activities such as a cooking contest, free suppers for lucky readers, food discounts and a blogging contest.
AsiaOne and SoShiok.com work closely with SPH Marketing to manage cross-media advertising.
Print and online advertisements are coordinated to promote advertised products and SoShiok.com's features. Editorial support for a print ad, such as food reviews in print, are also carried in SoShiok.com especially if the advertiser advertises in both print and SoShiok.com.
SoShiok.com also carries all the food reviews and food-related news published in the English newspapers of SPH. |
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Image(s) |
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Links |
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www.soshiok.com
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Project results |
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Within the first month of its launch on May 9, 2008, SoShiok.com has doubled its readership with 600,000 pageviews and over 100,000 unique visitors.
The figure is more than double the pageviews achieved by AsiaOne WDU, which had won the Hitwise award the best Food & Beverage website for three consecutive years (2006 - 2008).
SoShiok.com has also received increased feedback from readers on its interactive features and its articles. |
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