| Title | BRAND'S ALERTNESS EXPERIMENT |
| Brand | CEREBOS PACIFIC |
| Product / Service | BRAND'S ESSENCE OF CHICKEN |
| Entrant | Y&R Singapore, SINGAPORE |
| Entrant Company: | Y&R Singapore, SINGAPORE |
| Advertising Agency: | Y&R Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Marcus Rebeschini | Y&R Singapore | Executive Creative Director |
| Lydia Lim | Y&R Singapore | Senior Art Director |
| Adam Miranda | Y&R Singapore | Senior Copywriter |
| Michelle Tan/Fazila Zainol/Jude Doss | Y&R Singapore | Agency Producer |
| Sangram Sengupta | Y&R Singapore | Account Director |
| Pooja Singh | Y&R Singapore | Account Manager |
| Hari Ramanathan | Y&R Singapore | Regional Planning Director |
| Joshua Ooi | Y&R Singapore | Digital Producer |
| Ahmad Bin Mohamed/Goh Kaiyi | Y&R Singapore | Digital Art Director |
| Emir Shafri | Y&R Singapore | Digital Copywriter |
| Kirby Ho | Y&R Singapore | Production Manager |
| Eric Khoo | Zhao Wei Films | Film Director |
| Fong Cheng | Zhao Wei Films | Producer |
| Infinite Frameworks/Emoxis | ||
| AMX Studios |
Brand's Essence of Chicken is a tonic that helps boost alertness and concentration. The problem: Young Professionals did not seem to think they had a problem staying alert, hene they didn't need Brand's Essence of Chicken.
Sales increased by 16% bring their market share to 86%. In the space of two week since the launch, the Brand's FaceBook group beat other popular Singapore-based groups in the number of fans. The experiments generated over S$400,000 in free media and publicity.
If we could prove to them that they were not as alert as they thought, then maybe they'd see the need for Brand's Essence of Chicken. So we conducted a series of experiments to prove just that and documented it on hidden cameras. The footage was turned into TVCs.