| Title | SEA OF FIRE JOBOT |
| Brand | REPUBLIC OF SINGAPORE NAVY |
| Product / Service | REPUBLIC OF SINGAPORE NAVY RECRUITMENT |
| Category | A04. Ambient/Alternative Media |
| Entrant | Y&R SINGAPORE, SINGAPORE |
| Entrant Company | Y&R SINGAPORE, SINGAPORE |
| Advertising Agency | Y&R SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Codigo | Digital System | |
| Array | Special Build | |
| Major Vincent Yeo | Republic Of Singapore Navy | Advertiser's Supervisor |
| Clifford Lin | Y/R Singapore | Senior Account Executive |
| Kea Sui Hong | Y/R Singapore | Senior Account Director |
| Melvin Kuek | Y/R Singapore | Managing Director |
| Kirby Ho | Y/R Singapore | Production Manager |
| Wendy Koh | Y/R Singapore | Digital Producer |
| Sylvester Poh | Y/R Singapore | Typographer |
| Jon Loke | Y/R Singapore | Typographer |
| Mervin Ng | Y/R Singapore | Digital Art Director |
| Sylvester Poh | Y/R Singapore | Digital Art Director |
| Hisashi Matsui | Y/R Singapore | Art Director |
| Somjai Satjatham | Y/R Singapore | Art Director |
| Jon Loke | Y/R Singapore | Art Director |
| Emir Shafri | Y/R Singapore | Copywriter |
| Farrokh Madon | Y/R Singapore | Copywriter |
| Jon Loke | Y/R Singapore | Creative Director |
| Farrokh Madon | Y/R Singapore | Chief Creative Officer |
Singapore has the lowest youth unemployment rate in the world. The youth have undergone 2 years of compulsory military service. How do you entice young Singaporeans to join the Navy.
Youth love challengers. The creative idea not just played on that with a Special Navy Drink money couldn’t buy, it also harnessed the over 90% SmartPhone penetration in Singapore.
Gamify Recruitment, Jobots offered a Special Navy Drink that money can't buy. To get it you had to play an immersive game. This was actually a career test, measuring skills needed in the Navy. Client would be happy with a 5 – 10% increase in job enquiries.
In 2 months: • 15, 483 youth were engaged; • 2,741 drinks dispensed; • 8 minutes of Average Engagement Time; • 38% increase in Job Enquiries.