RAFFLES PLACE GHOST

Spike
TitleRAFFLES PLACE GHOST
ClientGMP RECRUITMENT SERVICES
Product / ServiceRECRUITMENT AND HR CONSULTANCY
CategoryD01. Integrated Digital Campaign
EntrantMcCANN ERICKSON SINGAPORE, SINGAPORE
Entrant Company:McCANN ERICKSON SINGAPORE, SINGAPORE
Advertising/Web Design Agency:McCANN ERICKSON SINGAPORE, SINGAPORE

Credits

Brief Explanation

CLIENT: GMP, a recruitment consultancy BRIEF: Raise brand awareness Increase CV uploads SOLUTION: Singaporeans work late. So we positioned GMP as champions of work-life balance. Since Asians believe in the supernatural, we used ghosts as a danger of working late. Phase 1: Chilling office video appears online. Phase 2: Three amateur ghostbusters invite the public to join their investigation. Phase 3: On Labour Day, GMP staked ownership with a video message: NO ONE SHOULD WORK LATE. RESULTS: Over 2,000,000 views of the viral after 3 months Over 9 times traffic increase to GMP’s website Over 48% increase in online registrations

Credits

Name Company Position
Farrokh Madon McCann Erickson Singapore Executive Creative Director
Katherine Khor McCann Erickson Singapore Art Director
Lester Lee McCann Erickson Singapore Copywriter
Charmaine Wong McCann Erickson Singapore Agency Producer
Joanne Wang McCann Erickson Singapore Account Executive
Nicci Millar McCann Erickson Singapore Account Supervisor
Hoong Yun Peng McCann Erickson Singapore Account Supervisor
Wally Tham Big Red Button Film Director
Issac Ray Thomas Big Red Button Producer
Zulkifi Halim Big Red Button Producer
Issac Ray Thomas Big Red Button Editor
Francois Antoine Saverias Big Red Button SFX Artist/Editor
Sean Tan - Web Programmer
Dominique Ng Universal McCann Media Planner