SEA OF FIRE JOBOT

TitleSEA OF FIRE JOBOT
BrandREPUBLIC OF SINGAPORE NAVY
Product / ServiceREPUBLIC OF SINGAPORE NAVY RECRUITMENT
CategoryA04. Ambient/Alternative Media
EntrantY&R SINGAPORE, SINGAPORE
Entrant Company Y&R SINGAPORE, SINGAPORE
Advertising Agency Y&R SINGAPORE, SINGAPORE

Credits

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

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

In 2 months: • 15, 483 youth were engaged; • 2,741 drinks dispensed; • 8 minutes of Average Engagement Time; • 38% increase in Job Enquiries.