Connecting with loyal listeners on-air and virtually through UFM100.3’s U1000 Music Countdown

22 June 2021

UFM100.3’s signature Chinese music countdown, U1000, returned for the 9th consecutive year with a finale show streamed once again on Facebook Live as a result of Covid-19 restrictions. Although the station was unable to connect with fans in real life, a strong peak live viewership of 6,600 on the night of the countdown proves that connecting with audiences in real time is the next normal in consumer engagement.

WATCH U1000

Sponsored by Seng Choon Farms, the U1000 Music Countdown campaign took place over 11 weeks, and reached over 230,000 eyeballs through a multitude of innovative offline and online publicity channels.

From social media content to video ads, and even car door hangers - 30,000 of which were distributed islandwide to 5 of the youngest HDB estates, like Canberra, Punggol, and Tengah - the station’s highly anticipated annual event was taken beyond the airwaves and into the heartlands, in a bid to rally listeners into nominating and voting for their favourite songs and artistes of the year.

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By the end of the 11-week campaign, UFM100.3 had enjoyed a 30% increase in digital radio streams, and a 140% uplift in pageviews on ufm1003.sg. To date, the U1000 Music Countdown live stream on Facebook, featuring sponsor logos on-screen and on-site, has been viewed over 80K times as consumers have clearly gotten even more comfortable with the idea of virtual engagements. 

On social media, the station produced engaging and entertaining content featuring our UFM100.3 radio personalities demonstrating novel ways to use the sponsor’s products.

Streamed live from the SPH News Centre, UFM100.3’s U1000 Music Countdown 2021 took the form of a virtual karaoke session, and brought together the station’s radio personalities and guest artiste Tan Boon Wah - famed local composer of 《刻在我心底的名字》(Your Name Engraved Herein) that was eventually unveiled as the top song of the year.

In addition to the massive singalong session, there were also contests organised and prizes to be won, like a brand new family karaoke system set valued at SGD1,399. The grand prize and karaoke audio equipment for the night had been sponsored by Teo Heng KTV Studio. 

For more information on UFM’s U1000 Music Countdown campaign or to be a part of the upcoming edition, please email us at mkgtrade@sph.com.sg.