The Brief

There weren’t enough people taking up Engineering in Singapore – it was considered regimental and boring. The government needed to make Engineering sexy.

Creative Execution

We tapped into the current media environment of Singapore’s youth (participative and digital) – and spoke to them in a way they could relate to. Students got to interact and learn about Engineering in a totally different way. The creative shifted perception through participation and entertainment.

Describe the creative solution to the brief/objective.

We created a public website, ucreatechange.com, with 5 Anime characters, The Creatures of Change, that represent the new face of Engineering. Students could learn about engineering through these Anime characters. We also designed comic strips that showed how amazing Engineering feats could solve everyday problems (Like a device that help the blind to see and an energy creating dance floor). Students could download the comics, chat in the forums, share their ideas and enter competitions. We wanted students to discover that Engineering is actually a celebration of creativity and innovation.

Results

Our campaign created positive shifts in perceptions towards Engineering, and increased students’ intentions to pursue Engineering. Students claimed they knew more about Engineering than before (+15%) +8% increase in the number of top students selecting Engineering And in the end Engineering became top choice for male and junior college students, up 30% from the year before - knocking Finance off the top spot.