Title | RAFFLES PLACE GHOST |
Brand | GMP RECRUITMENT SERVICES |
Product / Service | RECRUITMENT AND HR CONSULTANCY |
Category | D01. Integrated Digital Campaign |
Entrant | McCANN ERICKSON SINGAPORE, SINGAPORE |
Entrant Company: | McCANN ERICKSON SINGAPORE, SINGAPORE |
Advertising/Web Design Agency: | McCANN ERICKSON SINGAPORE, SINGAPORE |
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 |
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