Yahoo Answers is a global initiative whereby users' questions are answered by fellow users. Singapore is the second market in Southeast Asia, after Malaysia, to launch a localised version.
The campaign incorporates online, TV, ambient and viral executions, with media duties by PHD. Headlines run as questions - for example, tissue packs were handed out at hawker centres with the question, 'What's the best way to make a table reservation?' In this case, the medium is the answer - in Singapore, diners at hawker outlets often place tissue packs on chairs to 'reserve' their spots.
Local personalities such as blogger Aun Koh and Ministry of Sound's Calvin Sio were approached to ask their own questions on the site.
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