Our Tampines Hub (OTH) has always been committed to providing enriching and community-focused experiences for its residents and visitors. In line with its mission, OTH has embarked on an innovative partnership with SPH Media, aimed at fostering digital literacy and enhancing engagement through a unique digital reading initiative.

Since 30 December 2023, OTH has offered complimentary location-based reading of seven SPH Media publications at the community hub, providing residents and visitors with free access to premium digital content. Ms Stella Wong, Deputy General Manager (Integrated Programming) at Our Tampines Hub, shares more about the initiative.

Why did OTH decide to offer visitors complimentary access to SPH Media publications?

“As Singapore’s largest community hub, we want residents and Hub visitors to experience more meaningful and community-centric engagements.”

As a vibrant community space catering to a diverse demographic, OTH faced challenges in delivering engaging and inclusive experiences, particularly for its elderly visitors. The hub’s commitment to sustainability and resource optimisation also posed a challenge in balancing physical and digital engagement. To address these challenges, OTH sought solutions that would not only align with its eco-sustainability goals but also improve digital literacy among its visitors.

Recognising these needs, OTH partnered with SPH Media to introduce a digital literacy campaign that leverages location-based reading. This initiative provides complimentary access to premium digital content from SPH Media’s extensive array of news and lifestyle publications including The Straits Times, The Business Times, Lianhe Zaobao, Shin Min Daily News, Berita Harian, Tamil Murasu and UWeekly magazine.

How did the location-based reading enhance visitors’ experiences at OTH?

The location-based reading solution was seamlessly integrated into OTH through various engagement channels. The initiative was promoted via digital screens, Customer Service TV screens, pull-up banners, and tabletop stickers and standees scattered throughout the hub. An activation video with step by step instructions was played throughout the campaign period, educating visitors on the login process. Visitors could easily access the digital content by scanning a QR code displayed on these platforms. This approach ensured broad visibility and ease of access for all patrons.

The location-based reading solution not only promoted digital literacy but also enhanced the overall visitor experience at OTH. Visitors were encouraged to stay longer, exploring the hub's various offerings while enjoying free access to digital content.

“We could engage visitors at OTH meaningfully while value-adding to their experience here as the publications encourage them to stay longer and create a positive perception of the Hub.”

Did the initiative achieve your objectives?

The partnership with SPH Media has yielded impressive results.

“This partnership has in some ways helped to improve the average dwelling time of OTH patrons by up to half an hour during the campaign period.”

The success of the location-based reading solution also led to further collaborations between OTH and SPH Media. At the Every Little Thing Carnival and OTH Festival, SPH distributed over 4,000 publication packs, including student publications like Thumbs Up Little Junior and Thumbs Up Junior, to families, further promoting reading and literacy.

How was the response from visitors?

The feedback from residents has been overwhelmingly positive. Many appreciated the convenience and seamless experience offered by the location-based reading solution. This positive reception is a testament to the initiative’s effectiveness in enhancing visitor satisfaction and engagement.

The collaboration with SPH Media has also been a rewarding experience for OTH. The initial phase of onboarding, particularly for less tech-savvy elderly patrons, required some educational efforts. However, the supportive and collaborative approach of the SPH Media team facilitated a smooth implementation.

Why would you recommend SPH Media’s location-based reading solution to other organisations?

The location-based reading solution has proven to be a valuable asset for OTH, significantly improving visitor engagement and supporting the hub’s sustainability goals. Other businesses and community spaces could benefit from such solutions to enhance their customer experiences and foster a more literate and engaged community. In conclusion, the partnership between Our Tampines Hub and SPH Media exemplifies how digital solutions can effectively address challenges, engage diverse audiences, and contribute to sustainable practices. The success of this initiative underscores the potential for digital literacy campaigns to make a meaningful impact in community settings.

In conclusion, the partnership between Our Tampines Hub and SPH Media exemplifies how digital solutions can effectively address challenges, engage diverse audiences, and contribute to sustainable practices. The success of this initiative underscores the potential for digital literacy campaigns to make a meaningful impact in community settings.