The Campaign

This campaign for the Ministry of Community Development, Youth and Sport (MCYS), a key ministry of the Singapore government was developed to help solve the problem of why Singaporeans aren’t getting married. Interesting research results revealed that it wasn’t so much that Singaporeans didn’t want to get married but were procrastinating that final step in the hope of finding that elusive perfect soul-mate – which in these days, are very much fuelled by what Hollywood dictates they should be. (A full 3mins version of the film is available upon request).

Success of the Campaign

The total PR value for this 3-month campaign was over S$2.3 million. On social media, the film was viewed 1.6 million times in less than 16 weeks. (Singapore’s population is just 4 million.) In the month of April, it was voted the 19th most favourite video globally in the People & Blogs section of YouTube. It was also the 88th most watched video on YouTube in the same month. On Facebook, the campaign got 17 million impressions. Attracted 115,000 unique visitors, 16,000 ‘likes’ and close to 9000 comments. 15,800 people became fans of the Beautifully Imperfect concept. 16,000 others liked the film. The contest itself got 10,600 votes and 9,000 photo views. ‘Beautifully Imperfect’ inspired the people of this tiny nation to consider their relationships. Singaporean’s discussed, debated and participated in the conversation like never before. The campaign became Facebook’s most successful campaign in Asia Pacific, ever.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The launch vehicle was a 3-minute spot that ran on TV and Cinema that took a very atypical approach to dealing with the topic of marriage by setting it at a funeral. Essentially the spot revolves around the unusual eulogy of a widow talking about her late husband and his many idiosyncrasies and how with his death, it was these imperfections that reminded him of their perfect time together. The spot continued its existence online and within the social media space. An online forum was created together with Facebook that encouraged couples to write about the idiosyncrasies within their own relationships and how they overcame them. This blogger outreach program was coupled with a concerted PR effort to highlight the more interesting couple imperfections in Singapore. All this culminated into a Beautifully Imperfect event, where the top 10 'Beautifully Imperfect couples were celebrated at Siloso Beach, Sentosa