A.IRREPLACEABLE

TitleA.IRREPLACEABLE
BrandEARLY CHILDHOOD DEVELOPMENT (ECDA)
Product / ServicePRESCHOOL RECRUITMENT CAMPAIGN
CategoryD05. Use of Technology
EntrantGEOMETRY GLOBAL Singapore, SINGAPORE
Idea Creation GEOMETRY GLOBAL Singapore, SINGAPORE
Idea Creation 2 OGILVY SINGAPORE, SINGAPORE

Credits

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

Why is this work relevant for PR?

Turning the concern of job automation into a recruitment strategy. Problem: In Singapore, humans favour all kinds of career options except preschool teaching.

Background

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).

Describe the creative idea (20% of vote)

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.

Describe the PR strategy (30% of vote)

Please refer to the case board and case study submitted.

Describe the PR execution (20% of vote)

Please refer to the case board and case study submitted.

List the results (30% of vote)

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

Links
Video URL