RAFFLES PLACE GHOST
| Title | RAFFLES PLACE GHOST |
| Brand | GMP RECRUITMENT SERVICES |
| Product / Service | RECRUITMENT AND HR CONSULTANCY |
| Category | C02. Best Use of Viral |
| Entrant | McCANN ERICKSON SINGAPORE, SINGAPORE |
| Entrant Company: | McCANN ERICKSON SINGAPORE, SINGAPORE |
| Advertising/Web Design Agency: | McCANN ERICKSON SINGAPORE, SINGAPORE |
Credits | |
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 |
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