CREATURES OF CHANGE by Saatchi & Saatchi Singapore for ECONOMIC DEVELOPMENT BOARD OF SINGAPORE

CREATURES OF CHANGE

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Singapore
Agency Saatchi & Saatchi Singapore
Executive Creative Director Richard Copping
Art Director Chris Tan
Copywriter Andrew Petch, Ranadip De, Andy Greenaway Clement
Illustrator Antz
Released April 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: ECONOMIC DEVELOPMENT BOARD OF SINGAPORE
Product/Service: EDUCATIONAL INITIATIVE
Agency: SAATCHI & SAATCHI
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI, Singapore, SINGAPORE
Chief Creative Director: Andy Greenaway (Saatchi & Saatchi)
Executive Creative Director: Richard Copping (Saatchi & Saatchi)
Creative Directors: Andrew Petch, Nathan Hackstock (Saatchi & Saatchi)
Art Director: Chris Tan (Saatchi & Saatchi)
Copywriter: Andy Greenaway (Saatchi & Saatchi)
Copywriter: Andrew Petch (Saatchi & Saatchi)
Copywriter: Ranadip De (Saatchi & Saatchi)
Illustrator: Antz (Antz)
Art Buyer: Adrel Law (Saatchi & Saatchi)
Digital Production: Ogilvy One (Ogilvy One)
Digital Producer: Jasmane Rakiman, Serene Koh (Saatchi & Saatchi)
Post Production: Reeloco, The Gunnery (Reeloco, The Gunnery)
Account Service: Robbie Bempasciuto, Pim Pritsangkul (Saatchi & Saatchi)
Account Service: Sandra Teh, Serene Koh (Saatchi & Saatchi)
Media placement: Website - Online - April 2009

Describe the brief/objective of the direct campaign.
There weren’t enough people taking up Engineering in Singapore – it was considered boring. The government needed to make Engineering sexy.

Explain why the creative execution was relevant to the product or service.
We tapped into the current media environment of Singapore’s youth (participative and digital) – and spoke to them in a way they could relate to. The creative shifted perception through participation and entertainment. Students could download the comics, chat in the forums, read the Engineering blogs and enter our Engineering Ideas competition. The students were directed to the website by radio ads and teaser campaigns in malls and universities.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a public website, ucreatechange.com, with 5 Anime characters that represent the new face of Engineering. Students learn about engineering through these Anime characters. We also designed comic strips that showed how amazing Engineering feats could solve everyday problems (Like a device that help the blind to see again and a energy creating dance floor).

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Our campaign created positive shifts in perceptions towards Engineering, and increased students’ intentions to pursue Engineering. Students claimed they knew more about Engineering than before (+15%) +8% increase in the number of top students selecting Engineering And in the end Engineering became top choice for male and junior college students, up 30% from the year before - knocking Finance off the top spot.