Clutched
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Clutched is a digital media company specializing in the automotive industry, founded and based in Singapore.[1]
History[edit]
The company was founded by Jackie Prabhu, a Singaporean car enthusiast. Clutched first started out as a YouTube Channel, named “Clutched with Jackie”, focused on offering car reviews.[1]
Prabhu started the channel to provide unbiased information to other Singaporeans in order for them to make well-informed car purchases, after seeing friends and peers struggle with the same issue.
Since, “Clutched with Jackie” YouTube channel has since evolved into a company that provides customized content generation for clients.[2] In addition to the initial standalone car video reviews, the company engages in news and event coverage, press conferences, product and car launches from dealerships and media companies.
The last video on the “Clutched with Jackie” YouTube channel was released on January, 20th, 2017 and the corresponding website is offline. The Youtube channel appears dormant.
Content[edit]
Clutched publishes daily content in the form of articles, videos, and features. Since the launch of its website in January 2016, Clutched has published nostalgic content, car reviews, guides, car hacks, think-pieces, news, and humorous entertainment articles. Popular formats utilized in their articles include lists, videos, memes and gifs. Usage of local slang and laymen terms are common in the company’s published pieces such as “buy, don’t buy or I don’t know”.[3] Its YouTube channel of the same name, is currently in its fourth season.
Car Reviews - Cars are selected to be reviewed based on audience and dealership requests, submitted through their official Facebook page and Forum.
Product Reviews - Automobile-related products are reviewed and demonstrated.
Merchant Reviews - Features on automobile offerings such as special interviews with like-minded enthusiasts, automotive connoisseurs, and features on car clubs and local businesses.
Variety - Article and video releases tongue-in-cheek views on anything surrounding the automobile landscape in Singapore, from social experiments to advice on road etiquette and current affairs.
Event Coverages - the company covers local and overseas motor shows, car meets, press conferences and product launches.
Rebranding[edit]
In October 2015, Clutched rebranded and added new categories such as product and event reviews into their video offerings. They also added articles providing updated automotive news, directory listings, and a participatory forum. The Clutched audiences has since expanded to include a wider range of viewership which includes both car enthusiasts and the general public[citation needed].
Awards[edit]
- Marketing Magazine 2016 Loyalty & Engagement Awards: Top 5 in “Best Engagement Strategy for a Male Audience” [4]
References[edit]
- ^ a b Clutched (Producer), & Prabhu, J. (2014). What is CLUTCHED about? Singapore: Youtube.
- ^ Clutched PTE LTD. (2016, January 12). Clutched. Retrieved June 29, 2016, from Clutched: http://www.clutched.com.sg Archived 2016-06-19 at the Wayback Machine
- ^ Tomboy-tarts (Composer). (2016). Ep 60: Hot Gear With Kevin Ou And Jackie Prabhu. [K. Ou, Performer, & T. Tirade] On Hot Gear. Singapore.
- ^ Marketing Magazine. (23, June 2016). Finalists | Loyalty & Engagement Awards 2016. (Lighthouse Independent Media) Retrieved June 2016, 29, from Loyalty and Engagement Awards 2016: http://www.marketing-interactive.com/le-awards/sg/finalists/