As an agency of a new era, Proximity Singapore wanted to show its understanding of the new digital marketing world where the power is in the consumers hands.

What have we learned from the past few years? That consumers will only forward content that they created. And in order to get their attention, we need to take one-to-one advertising to a new level. So we did just that this Christmas. Instead of sending our clients a Christmas greeting, we decided to let them compose their own carols to the tune of Jingle Bells.

An email and DM piece attached to a hamper and sent to clients, inviting them to prox-sing-a-long.com to compose their carols.You can preview clips of Proximity carolers,urging you to select them You have to complete the first line of lyrics, and get 3 friends to continue.Your completed song will be uploaded onto YouTube.com with a personalised message and an email will be sent to those people who wrote the lyrics.

The clip ends with a message from Proximity which says we know consumer generated content is taking over, and we can help you learn a new way of marketing in the digital space.