yuu Rewards Club, Singapore’s leading coalition loyalty programme, is the first brand to tap into Mediacorp’s inaugural ultra-short episodic micro-drama built for social media, “Falling for the CEO’s Son” (总裁儿子爱上我). Seamlessly blending storytelling with innovative product placement, this partnership taps into the booming demand for micro-dramas to engage a diverse and digitally savvy audience, leveraging Mediacorp’s storytelling prowess to introduce a fresh and exciting format to Singapore’s entertainment landscape.
Originating in China, this entertainment concept – designed to cater to the evolving media consumption habits of mobile users with shorter attention spans – has grown rapidly over the last two years, achieving a market value of S$6.9 billion in 2023, with the expectation to grow another 35% in 2024.
Replicating the success in Singapore, “Falling for the CEO’s Son”, led by Mediacorp’s audio brand YES 933, has earned significant attention on social media platforms. Since November 2024, 25 episodes of the micro-drama have been released, with over 1 million total views to date.
This high-stakes corporate drama follows Ze Liang, the son of a powerful CEO, as he navigates a complex love triangle with MG and Hazelle, and uncovers family secrets that threaten his personal and professional life.
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First Brand in Mediacorp’s Inaugural Micro-Drama
From 3 January 2025, three commissioned episodes will seamlessly blend product placements, specifically for the DBS yuu Card, Super Duper Rewards, and the newly introduced yuu Arcade, into the captivating storyline.
“These ultra-short, vertical-format dramas are quickly gaining traction on social media platforms in Singapore, reflecting how audiences are consuming content today,” said Jacky Mak, Brand Marketing Director at minden.ai.
“As the first brand to collaborate with Mediacorp on their ultra-short episodic social media micro-drama, we’re honoured to support this pioneering entertainment content format in Singapore, leading the way in blending storytelling with product placement. We’re excited to showcase yuu’s unique features and deepen connections with our audience through storytelling.”
Seamless Integration of Product Placement
Set in an office filled with love, power, and family secrets, “Falling for the CEO’s Son” is expected to strike a chord with yuu Members. yuu is integrated into the plot in three commissioned episodes through a special project the characters are tasked with.
In one episode, the DBS yuu Card takes centre stage when the male lead Ze Liang teases his female love interest MG about her work on the yuu project, clarifying a flyer’s text that reads “18% cash rebates or 10 miles per dollar”.
About yuu Rewards Club
yuu Rewards Club is Singapore’s leading coalition loyalty programme, offering Members the promise of a simple and tansparent earn rate of “$1 = 1 yuu Point” at their favourite brands, such as BreadTalk, Cold Storage, CS Fresh, foodpanda, Giant, Great Eastern, Gojek, Guardian Health and Beauty, Mandai Wildlife Reserve, 7-Eleven, SingTel, Suntec City, Toast Box and more. With no cap or limit on Points earned, Members can acquire yuu Points at over 1,000 Places islandwide and redeem more rewards, faster than ever.
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