FIND SGT. LIM

TitleFIND SGT. LIM
BrandSINGAPORE NAVY
Product / ServiceNAVY RECRUITMENT
CategoryB01. Corporate Image & Information
EntrantSAATCHI & SAATCHI Singapore, SINGAPORE
Entrant Company:SAATCHI & SAATCHI Singapore, SINGAPORE
DM/Advertising Agency:SAATCHI & SAATCHI Singapore, SINGAPORE

Credits

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

The Brief

Every year the Navy looks to recruit 500 of Singapore's best and brightest students; the problem was that traditional advertising was not working. Find Sgt. Lim was part of the next generation of recruitment; the campaign used mobile media to drive traffic to the Navy website.

Creative Execution

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.

Describe the creative solution to the brief/objective.

Find Sgt. Lim was the Navy's own 'Where's Wally' - 50-meter billboards were placed in high traffic locations, and participants had to scout the billboards for Sgt. Lim who was hidden amongst an ocean of decoys. They then had to capture the image on the 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.

Results

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%.