Title | FIND SGT. LIM |
Brand | SINGAPORE NAVY |
Product / Service | NAVY RECRUITMENT CAMPAIGN |
Category | C01. Integrated Campaign Led by Direct |
Entrant | SAATCHI & SAATCHI Singapore, SINGAPORE |
Entrant Company: | SAATCHI & SAATCHI Singapore, SINGAPORE |
DM/Advertising Agency: | SAATCHI & SAATCHI Singapore, SINGAPORE |
Credits |
Name | Company | Position |
---|---|---|
Richard Copping | Saatchi & Saatchi | Executive Creative Director |
Eddie Wong, Michael Qwah | Saatchi & Saatchi | Art Director |
Adrian Yeap, Jay Tamati | Saatchi & Saatchi | Copywriter |
Thomas Koh | Illustrator | |
Deedee Ferninandus Oen | Saatchi & Saatchi | |
Ali Loveday | Saatchi & Saatchi | Producer |
Reeloco, The Gunnery | Reeloco, The Gunnery | Post Production |
Visibility Design | Visibility Design | Digital Production |
Terry Ong | Saatchi & Saatchi | Production Manager |
Zenith Media | Zenith Media | Media Agency |
Marvin Miranda, David Tay | Saatchi & Saatchi | Account Service |
Every year the Navy looks to recruit 500 of Singapore’s best and brightest students; the problem was that traditional advertising was not working. Finding Sgt Lim was part of the next generation of recruitment; the campaign used mobile media to drive traffic to the recruitment website.
The strength of our creative lied in the medium – Digital, allowing potential recruits to participate and discover the Navy for themselves. The game also tapped into the current media environment of our youth audience. The Navy looks to recruit students who are intelligent, inquisitive and have higher levels of observation, Find Sgt. Lim was a fun and engaging way to attract them.
Finding Sgt Lim was the Navy’s own ‘Where’s Wally’ – 50-meter billboards were placed in high traffic locations, and participants had to scour the billboards for Sgt Lim who was hidden amongst an ocean of decoys. They then had to capture the image on their camera phone and Bluetooth/SMS the coordinates to the Command Centre on the Navy Website – all for a chance to win amazing prizes. Desired Outcome: drive traffic to the careers website and ultimately entice the right kind of young men and women to join the Navy.
The Campaign really hit a spot with our young tech savvy audience. Over a 4 week period: 6,303 Bluetooth / 3,296 SMS entries 13,978 names collected on the website The overall average message opt-in rate averaged at 35.72%, which is well above the industry average of about 18-20%.