The Campaign

Reflective of the current state global uncertainty and need for the local maritime industry to sustain forward momentum in overcoming the tide, the theme for AMC 2017 was “Brave the Odds, Battle for Rewards!” This served as an emphatic call to action, challenging individuals to face a series of specially-designed obstacles head-on. Prizes worth up to S$12,000 in cash were offered as a reward – beyond this, participants will also bring home a wealth of experience, knowledge and friendly ties. The theme carried through from the marketing visuals and messaging to the Race Goodie Bag containing items curated to help participants in ‘navigating through challenging times’. Through this, we met the key objectives of exciting, engaging, and educating our target audience as they gained insights into Singapore’s rich maritime story.

Creative Execution

To bring the theme to life – and to incorporate the educational and engagement component in the race, we designed four specific ‘stops’ as part of the race. Teams had to complete a challenge at each stop before progressing. Each challenge was designed to test the perseverance, adaptability, exploration, teamwork and multidisciplinary expertise of the team – all of which are mission-critical characteristics required for the maritime industry’s success. Designed to be challenging enough to complete within a set time, these were equal parts educational and fun to create a sense of novelty, thus also differentiating the race from other marathons. At the end of the race, participants stood to win cash prizes according to their performance. All participants received a runner t-shirt and finisher t-shirt, which would also serve to spread awareness of the race when sported in public.

Describe the success of the promotion with both client and consumer including some quantifiable results

The AMC exceeded expectations. 33% of race participants sharing that they learned about AMC through online and social media outreach – a total of 207,957 Facebook reach and 16,949 microsite pageviews. A similar 33% learned about AMC through colleagues or friends, thereby suggesting office invasions were also effective. Of 1,196 registered participants, 1,000 showed up on race day. Overwhelmingly positive feedback showed that 92% would join / recommend a friend to join AMC 2018 next year. The race activities and games design also proved effective, as 76% learned more about the maritime industry in a fun and novel way.

Explain why the method of promotion was most relevant to the product or service

The Singapore Maritime Week (SMW) is the leading maritime event in Singapore, organised by the Maritime and Port Authority (MPA). The Amazing Maritime Challenge (AMC) kicks off SMW. Marathons are gaining popularity, with an increasing number of novel concepts – such as a colour run or Hello Kitty-themed run – embraced by the population. By positioning the AMC as a fun, educational activity that stands out in a sea of marathons, we have an opportunity to engage youth and increase awareness of the maritime industry and its accomplishments.

To tie in the theme of “Brave the Odds, Battle for Rewards!” we deployed ambassadors on-ground with a ‘game board’, inviting participants to play three simple Maritime-inspired games that required teamwork and coordination, similar to the actual race. Winners received a small gift, and those who signed up for AMC 2017 on the spot also received an additional surprise gift. A ‘University Invasion’ at Singapore Management University and ‘Office Invasions’ at various maritime companies reached out directly to our target audience. Telemarketing, email blasts and Facebook posts rounded our outreach efforts. A goodie bag worth $50 (containing useful items such as a water bottle, sports towel, sports belt, etc.) was also presented to all participants prior to the race to help enhance their experience.