|Brand||EARLY CHILDHOOD DEVELOPMENT (ECDA)|
|Product / Service||PRESCHOOL RECRUITMENT CAMPAIGN|
|Category||A06. Consumer Services / Business to Business|
|Entrant||GEOMETRY GLOBAL Singapore, SINGAPORE|
|Idea Creation||GEOMETRY GLOBAL Singapore, SINGAPORE|
|Idea Creation 2||OGILVY SINGAPORE, SINGAPORE|
|Jorge Thauby||VMLYR Singapore||Executive Creative Director|
|Julian Gutierrez||Geometry Singapore||Associate Creative Director|
|Andres Lopez||VMLYR Singapore||Art Director|
|Kimberly Ang||VMLYR Singapore||Art Director|
|Shirley Tay||Ogilvy Singapore||Executive Group Director|
|Phuc Nguyen||Ogilvy Singapore||Business Director|
In Singapore, humans favour all kinds of career options except preschool teaching.
Experts foresee that Artificial Intelligence will take over 45% of jobs by 2030 (World Economic Forum). But they also predict that early childhood education is 93.4% safe from automation (McKinsey Global Institute).
Making humans know that teaching is an irreplaceable job so as to encourage them to join it. To do so, we created the 1st ever preschool class conducted by a social robot. Despite being powered by machine learning algorithms and the vast Internet data, the robot couldn’t cope with children’s non-stop curiosity and endearing nonsense.
Robots failed to replace human teachers, but succeeded in recruiting them: - +3,000 new preschool teachers - +3 million in PR value (in a small country like Singapore) - + 1,57 million interactions in the 1st week - A nation-wide conversation on preschool teaching as a truly ‘irreplaceable’ job