Creative Execution

The Singapore 60/60 Exhibit is an online experience that explores Singapore's past and future. It is a rich gallery of IBM and Singapore‘s history over the past 60 years, in areas like urban planning, personal computing, mobile technology and even space travel, for every year since 1953. But it goes a step further and matches each with a projection 60 years into the future. We worked with technologists, futurists and artists to shape these predictions and bring them to life. Some may seem whimsical, some sound far-fetched, but each is based on real trends and real technologies.

The site was featured in multiple publications for its unique design and rich content, but it also seemed to resonate with a broader audience than expected for a brand like IBM. The Singapore 60/60 Exhibit enjoyed surprisingly high traffic for a B2B site, exceeding the industry standard for visits by 1900%.* And the traffic statistics substantiate that the content found in Singapore 60/60 Exhibit was highly engaging: people spent an average of 3:09 minutes per visit, reading an average of 14 pages. That’s 7x more pages read than the most popular technology site in Singapore. *Taken from Comscore (January 2014)

Singapore has only been an independent nation since 1965. For more than ten years prior, IBM played a huge role in the young city-state's development. But the average Singaporean (let alone the C-suite & tech influencers that IBM usually targets) had little knowledge of IBM’s contributions. 2013 marked IBM Singapore’s 60th anniversary. We saw it as a way to build and strengthen the connection between Singaporeans and IBM. Armed with 60 years of history, we could have done a typical corporate campaign focused on past accomplishments in infrastructure, healthcare, manufacturing and technology. But we knew that would be easily dismissed. And we realized that the 60th birthday is a significant milestone in Asian culture – completing one life cycle, with the 61st year seen as the beginning of a new one. So why focus only on the past, rather than show where Singapore is headed in the next 60 years?