Health Promotion Board DM EMOBOT by Ogilvy & Mather Singapore


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Industry Public Safety, Health & Hygiene
Media Direct marketing
Market Singapore
Agency Ogilvy & Mather Singapore
Executive Creative Director Robert Gaxiola
Art Director Jon Loke, Cinzia Crociani
Copywriter Troy Lim, Adrian Yeap
Account Supervisor Shirley Tay
Illustrator Andrew Tan
Released November 2010

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Product/Service: MENTAL WELLNESS
Date of First Appearance: Nov 3 2010
Entry URL:
Chief Creative Officer: Steve Back (Ogilvy Singapore)
Creative Director: Troy Lim (Ogilvy Singapore)
Creative Director: Jon Loke (Ogilvy Singapore)
Copywriter: Adrian Yeap (Ogilvy Singapore)
Copywriter: Troy Lim (Ogilvy Singapore)
Art Director: Cinzia Crociani (Ogilvy Singapore)
Art Director: Jon Loke (Ogilvy Singapore)
Illustrator: Andrew Tan (Ogilvy Singapore)
Account Manager: Kim Tan (Ogilvy Singapore)
Account Manager: Jamie Tang (Ogilvy Singapore)
Account Manager: Harish Nambiar (Ogilvy Singapore)
Account Supervisor: Shirley Tay (Ogilvy Singapore)
Digital Consultant: San San Yap (Ogilvy Singapore)
Executive Creative Director: Robert Gaxiola (Ogilvy Singapore)
Media placement: Online - Facebook - 3 Nov 2010

Describe the brief/objective of the direct campaign.
When more and more teenagers turned to self-mutilation, violence and even suicide as an outlet for their feelings, the Singapore Health Promotion Board had to step in. Fact is teenagers who share their feelings and problems are less likely to hurt themselves. So we needed to find a way to get them to open up and unbottle their feelings.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In a partnership between Universal Music and the Health Promotion Board, we created a social media platform that could translate youth’s emotions into a language anyone can understand – music. We used print, banners, and direct Facebook messages to let teenagers know they weren't alone.

Explain why the creative execution was relevant to the product or service.
By using the universal language of youth – music, we gave them a way to express their feelings in a powerful yet unassuming manner while utilising the most popular social media platform on the planet, Facebook.

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.
In just 4 months, 66,835 teenagers found a song for their emotions. Health Promotion Board’s youth portal, where tips on how to cope with stress were shared, saw over 1,000% increase in the number of visitors. Through the power of music, our youth are now tuning in to their emotions – one song at a time.