Background

We were tasked by the Republic of Singapore Navy to attract quality applications from Gen Z Singaporeans – those currently studying, awaiting enlistment into Singapore’s mandatory two-year conscription, and current enlistees. But recruitment for the Navy has always been a challenge. In Singapore, the Navy is synonymous with sacrifice and effort – the early mornings, rigorous physical training, repetitive drills and simulations, months and miles spent away from home and loved ones, and inherent risks that come with the job – till the extent that when anyone says they are joining the Navy, the common reply they get is something along the lines of, “Are you crazy?”

Describe the strategy

Through existing research and focus groups conducted, we found that grit, tenacity and purpose – the very qualities needed to excel in the Navy – are the exact qualities that Gen Z identify with. For them, working hard is today’s social currency and the only life worth living is one with a purpose. With that, we sought to turn the challenges associated with the Navy into the very reason that makes the Navy worth signing up for. This was encapsulated in the campaign tagline of “It’s Not Crazy. It’s the Navy.”

Describe the execution

To appeal to the indomitable spirit of Gen Z, the film features the admirable (and in the general public's eye, perhaps even extreme) effort and sacrifice that the Navy puts in to protect our waters and our homes. It does not embellish the truth or paint pretty pictures. Instead, it begins by showing the sweat, the tears, the months away from home, before offering up a simple counterpoint to it all: the need to defend Singapore’s safety and sovereignty – the very reason for the Navy’s existence. In doing so, we turn what seems crazy at first thought into a perfectly sensible decision for Gen Z individuals with the guts, grit and heart who seek a career of greater purpose. The film was released on Facebook, YouTube and Instagram, supported by video ads, social media and OOH placements driving viewers to the full-length film.

List the results

A soft launch for the campaign, the film has amassed over 1.38m online impressions in just 10 days, priming the ground for the full rollout slated in late-February. It has also gained traction beyond the digital sphere, having been picked up by local mainstream titles in Singapore and regional trade publications, generating an additional PR reach of over 4.15m. Preliminary results have also indicated a 28.5% improvement in consideration of a career in the Navy amongst Gen Z.