STCars stamps commitment with revamped site and five-year sponsorship of anti-drink drive campaign

Written by Cheryl Tay on . Posted in Cheryl Tay News | Latest Industry News

ST701 Cars has been revamped by Singapore Press Holdings (SPH) as STCars.sg, officially re-launched with the initiation of the STCars Anti-Drink Drive Campaign 2012.

Catering to the welfare of all motorists in Singapore, ST701 Cars has been revamped by Singapore Press Holdings (SPH) as STCars.sg, officially re-launched with the initiation of the STCars Anti-Drink Drive Campaign 2012 on Tuesday evening.

STCars is the fourth vertical revamp, following STJobs, STProperty and STClassifieds. The improved portal is a comprehensive motoring resource with a buy-sell-rent platform for motorists and dealers, a directory of automotive merchants, an online forum for users to communicate, motoring news from wired sources and articles written by various motoring journalists from SPH. For example, there are more than 10,000 listings of new cars, used cars, commercial vehicles, rental vehicles and car accessories.

“STCars is a full-fledged car site to cater better to the needs of car buyers and sellers. With an increase in demand for used and rental cars, especially during the festive season, STCars is introduced at an opportune time as the preferred platform for motorists and dealers who want to post their ads online without having to incur extra costs. Users can post ads on STCars for free, unlike some competitors who charge as much as $96 for a six-week online ad listing exposure,” said Mr Jack Chua, senior product manager of STCars.

Since the soft launch of STCars in October, their Facebook fan page has garnered almost 30,000 fans, double from its pre-launch period. Daily updates and regular contests keep fans excited and returning for more.

Mr Chua added, “We’ve only just begun and will continue relentlessly to improve on our product offering and find innovative ways to engage with our users. We will keep our eyes and ears peeled so as to be in touch with our users’ needs constantly; and prioritise to roll out features and functionalities that can help them in using the site effectively.”

Making an official introduction with the annual Anti-Drink Drive Campaign, STCars achieved another new by being the first title sponsor of the national campaign. From 2012 through to 2016, the STCars Anti-Drink Drive Campaign will remind motorists not to drink and drive. This initiative is shared by STCars, the Singapore Road Safety Council and Traffic Police.

Commenting on the collaboration, Mr Chua said, “Being a premier and reputable homegrown car portal, we see the synergy between STCars and the motoring community and this comes as a natural decision for us to officially support the message, so that we can give back to society. This partnership will strengthen STCars’ position and our vision as a trusted portal that caters to the needs of both agents and end users alike.”

Drinking and driving is a big no-no. However, although many are aware that there are harsh penalties when caught for drink driving, they probably do not realise how serious the punishment can get. Retaining the message “Don’t drive to drink. And you’ll never drink and drive.”, the campaign is targeted not just at drink drivers, but also at the general public on the dire consequences of drink driving so they can do their part to remind friends and loved ones around them not to drink and drive.

Committing $500,000 a year over the five-year partnership, STCars will be aiding the media planning for the campaign, with more emphasis given to online and digital media advertising to reach out to an increasing youthful and savvy user base, as opposed to previous efforts in traditional broadcast medium.

From January to September this year, 2,141 motorists were arrested for drink driving, increasing from 2,056 motorists arrested over the same period last year. The numbers of fatalities from the 79 drink-driving related accidents in the first nine months of the year have fallen to just 12, but I’m sure you will agree that it is best to prevent any fatality at all.

Cheryl Tay

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Singapore’s only female full-time motoring and motorsports photojournalist. Independent automotive consultant and prominent local motorsports personality Cheryl Tay is uniquely passionate about all things cars and motorsports. She also has a strong passion to share her interest and knowledge, hence having a dream to become the ‘Oprah Winfrey of cars and motorsports’ and create a multimedia platform for her sharing. - A female in a male-dominated world, Cheryl Tay is Singapore’s only female full-time motoring journalist and motorsports blogger and she regularly writes for prominent titles in Singapore, Asia and internationally. (See full list of titles that Cheryl Tay writes for here.)

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