Title | A.IRREPLACEABLE |
Brand | EARLY CHILDHOOD DEVELOPMENT (ECDA) |
Product / Service | PRESCHOOL RECRUITMENT CAMPAIGN |
Category | D05. Use of Technology |
Entrant | GEOMETRY GLOBAL Singapore, SINGAPORE |
Idea Creation | GEOMETRY GLOBAL Singapore, SINGAPORE |
Idea Creation 2 | OGILVY SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
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 |
Turning the concern of job automation into a recruitment strategy. Problem: In Singapore, humans favour all kinds of career options except preschool teaching.
Cultural tension: 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).
Idea: 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.
Please refer to the case board and case study submitted.
Please refer to the case board and case study submitted.
Results: 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