PRINCE CHARMING

Short List
TitlePRINCE CHARMING
BrandNATIONAL CRIME PREVENTION COUNCIL
Product / ServicePUBLIC AWARENESS
CategoryD01. Social Video
EntrantOGILVY SINGAPORE, SINGAPORE
Idea Creation OGILVY SINGAPORE, SINGAPORE
Production ATYPICAL FILMS Singapore, SINGAPORE
Post Production SONG ZU SINGAPORE, SINGAPORE
Additional Company HOGARTH WORLDWIDE Singapore, SINGAPORE

Credits

Name Company Position
Nicolas Courant Ogilvy Singapore Chief Creative Officer
Elrid Carvalho Ogilvy Singapore Creative Director
Paul Kemp Ogilvy Singapore Creative Director
Shawnn Lai Ogilvy Singapore Creative Director
Ann May Chua Hogarth Worldwide Agency Producer
Jonas Ang Hogarth Worldwide Online Editor
Zarifah Rejap Hogarth Worldwide Motion Graphics Editor
Abdul Rahim Hogarth Worldwide Post Producer
Ishita Roy Ogilvy Singapore Strategy Director
Mitchell Tan Ogilvy Singapore Managing Partner
Eunice Lum Ogilvy Singapore Account Director
Kai Yao Chua Ogilvy Singapore Account Executive
Caleb Huang Atypical Films Director
Desmond Tan Atypical Films Executive Producer
Yee Zhiyun Atypical Films Executive Producer
Denise Koh Atypical Films Producer
Sng Yexiang Atypical Films Director Of Photography
Neo Ruixin Atypical Films Editor
Abraham Yuen Atypical Films Editor
Gerard Fitzgerald Song Zu Creative Director
Adrian Sergovich Song Zu Composer
Damien Waddell Song Zu Sound Designer
Dione Tan Song Zu Sound Designer
Donny Pereira Song Zu Executive Producer

Background

Thanks to the multitude of dating websites and apps, finding love has never been easier. But in Singapore, online dating has given rise to a darker side - online love scams. Though women know of the existence of these scams, most believe this could never happen to them. NCPC wanted to create awareness that no one is immune to online love scams and empower the audience to recognize the signs of a scam early to avoid falling for it. Over the years, anti-scam advertising has become a blind spot for the audience. In order to create the right impact, we wanted to do things differently and chose to mask our film as a love story and not a scam story. Taking inspiration from real stories of scam, we wanted the audience to see a scam unfold from the eyes of the victim and that it can happen to anyone.

Describe the strategy

In spite of increased public awareness of online scams, the number of incidents have increased by 20% YOY since 2018. Singaporean women are aware of scams, yet they fall prey because of a sense of invulnerability. Using behavioural science approach to change mindset, we chose to move away from advertising that leads with warning or fear to caution against scams. We used Kahneman’s “System 1 & System 2” thinking to understand the audience and their behavioural nuances. The target is in her late 30s, professionally accomplished, confident and self-aware. For online love scams, these are not decisions that the victims make logically, they are made emotionally. Anti-scam advertising often becomes a blind spot, we needed to cut through the clutter and reach an emotive wavelength that would make victims and potential victims see themselves in the commercial and thereby spot the signs.

Describe the execution

Launched on 20th November, 2020, the film will play across National Crime Prevention Council’s social channels – Facebook, Youtube etc. The film will run until the end of next year.

List the results

Since launch on November 20th the film has amassed a total of 722,916 views on YouTube and FB and the total number of impressions is 1,638,078. Overall view rate is at 42.36%, which is around the WOG benchmark of 42.65%. This campaign has just launched, and so the numbers haven’t been properly formulated yet.

Links
Social Media URL   |   Video URL