| Title | SEA OF FIRE JOBOT |
| Brand | REPUBLIC OF SINGAPORE NAVY |
| Product / Service | REPUBLIC OF SINGAPORE NAVY RECRUITMENT |
| Category | B01. Corporate Information |
| 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 | Head/Navy Recruitment Centre |
| 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 |
| Jon Loke | Y/R Singapore | Typographer |
| Sylvester Poh | 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 |
In the first 2 months: • 15,483 Youth engaged with Jobot; • 2,741 Drinks were dispensed; • 8 minutes of Average Engagement Time; • 38% increase in Jobs Enquires.
Jobots were placed at universities, polytechnics and job fairs to target students easily. The game, in reality a career test, could be downloaded on iPhones and Android Phones. Successful players could scan the QR Code given to them by the Jobot. This triggered the Special Navy Drink to be dispensed. This integration of smart machine, game app, QR Code and drink dispensing made for a uniquely rewarding experience.
Insight: Youth love challenges and new things. Strategy: Challenge youth to get a Special Navy Drink money cannot buy. Idea: Gamify Recruitment through Jobots. They dispensed the Special drinks. But first, youth had to play an immersive game. This was actually a career test, measuring skills needed in the Navy.