To help recognise creativity in media strategy and how the power of media channels can be harnessed to market a product, MediaCorp and L’Oreal created the inaugural MediaCorp Excellence Award for the 12th L’Oreal Brandstorm National Finals. This prestigious award went to Team Adnormal from SMU for its conceptualised range of humidity-combating haircare products. Mr Yang Zheng Han, 25, Ms Ng Yanni, 22, and Ms Denise Leong, 22, of Adnormal got the nod over their rivals for demonstrating their ability to connect with a socially active and tech-savvy audience. Their proposal included a teasing Facebook cover picture, bloggers’ endorsements, an online five-day trial challenge, television commercials, a website, YouTube ads and billboards. “It was not enough to be creative. We found it important to understand our consumers well to develop effective communication strategies, with special focus on digital media to appeal to our audience,” said Ms Ng.