This year at the Marketing Excellence Awards 2020, Singapore’s Government Agency, GovTech topped the Marketing Excellence Awards – Mobile Marketing Category. They outperformed many strong private sector brands such as DBS, HSBC, UOB, Manulife and five others to win the Gold for their LifeSG marketing and communications campaign.
LifeSG – Government services that are clear and simple focusing on citizens needs
The purpose of the LifeSG campaign was to show how government gives Singaporeans convenient access to important government services anywhere and at anytime.
The government have said that “LifeSG symbolises our commitment to make government services simpler”. The app is centred around citizens needs and enabling citizen access to government services in the simplest way all in one place rather than dealing with multiple e-services or government agency offices.
LifeSG – the Moments of Life rebrand story
LifeSG started out as Moments of Life in June 2018, the aim was to transform the way people interact with government services. It was started under Singapore’s Smart Nation Initiative — a new approach where government services are designed based on key moments in people’s lives, instead of how government agencies are set up.
As the app has evolved and user numbers increasing, the government decided to develop the app with “a bigger aspiration — to deliver simpler government services that you can access anytime and to serve you beyond key life moments.”
Singapore government are continually developing the app by gathering citizen feedback, designing services and information around citizen needs, and integrating relevant services into one, convenient platform.
Govtech success at Marketing Excellence Awards 2020
The campaign was also shortlisted as a finalist in the following categories: Excellence in Brand Awareness;
Excellence in Public Sector / Non-Profit Marketing; Excellence in Launch / Re-Launch Marketing.
In it’s 9th year, MARKETING’s Marketing Excellence Awards is designed to recognise and reward Singapore’s outstanding marketing campaigns.
The awards are judged by an independent panel of 26 senior, client-side marketers, and is a recognised platform for marketers to showcase their creative excellence, successful strategies and effective delivery.
