Results and Effectiveness

Direct engagement of the audience at the various sites throughout the activation period ranges around 1,000. But more importantly, engaging opinion leaders and press paid off. It helped achieve huge media coverage: national and international features in press, online, and the leading TV stations lead to an aggregated non-paid media reach of 32,402,878 people across 24 APAC territories (2,315,000 in Singapore alone = 45% of the population). With a budget of S$7,500 we achieved an advertising value of S$70,465 and a PR value of S$211,390 - an astonishing ROI of over 3000%.

Creative Execution

Abiding by the strict Singaporean laws on OOH (no littering, no graffiti, no stickers) the performance used water and sound only: Underscored by music the artist drew eyes on the pavement using water. As they dried away, the message was delivered via speakers: “Do not let your eyes go dry. Use Eye Mo.” The audience was invited to participate in drawing, creating live engagement. This performance took place at 8 iconic locations across town. To amplify the local stunts and create earned media impact additional content was circulated: a homestory of the artist and a video of the drawing process. These were given to press and bloggers together with an invite for the performance.

Insights, Strategy and the Idea

As Singapore was hit by the worst dry spell in decades and affected by harmful haze originating from over 1.000 forest fires in neighboring countries, we needed to quickly react in order to let Singaporeans know about the anti-irritant and moisturizing qualities of Eye Mo drops to protect eyes. The problem was felt out there on the streets - so this is where the message needed to hit. Given the minimal budget (S$7,500), usage of traditional OOH was not an option. Hence a stunt idea was needed to create not only impact at location, but trigger sharing and reporting. Reverting to the Asian art form of water calligraphy, using a local calligraphy artist and having him draw with water in musical art performances all over town gave this concept the cultural relevance and depth it needed. An idea that created impact, share of voice and reach.