Republic Of Singapore Navy Print SEA OF SUPPORT by Y&R Singapore


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Industry Government & Other Authorities
Media Print, Magazine & Newspaper
Market Singapore
Agency Y&R Singapore
Creative Director Toh Han Ming
Art Director Kittisak Poonnotok
Copywriter Matthew Grim, Joshua Hepburn
Released October 2011

Credits & Description

Category: Charities
Creative Director: Toh Han Ming (Y&R Singapore)
Digital Art Director: Lim Wern Kee (Y&R Singapore)
Digital Art Director: Sze Sze Ong (Y&R Singapore)
Digital Copywriter: Emir Shafri (Y&R Singapore)
Senior Copywriter: Adam Miranda (Y&R Singapore)
Copywriter: Matthew Grim (Y&R Singapore)
Copywriter: Joshua Hepburn (Y&R Singapore)
Art Director: Kittisak Poonnotok (Y&R Singapore)
FA Artist: Alison Chan (Y&R Singapore)
Chief Client Officer: Anthony Khoo (Y&R Singapore)
Senior Account Director: Kea Sui Hong (Y&R Singapore)
Account Executive: Chew Fung Wee (Y&R Singapore)
Project Manager: Phoebe Lee (Y&R Singapore)
Project Manager: Wendy Koh (Y&R Singapore)
Production Manager: Justin Chua (Y&R Singapore)
Developer: Jack Tan (Whooshpro)
Production Manager: Cassandra Tan (Colourscan)
Propmaker: Peter (Adscreen)
Media placement: Microsite - - 18 October 2011
Media placement: Social Media Seeding - Cyberpioneer Facebook/Twitter Accounts - 18 October 2011
Media placement: Direct Mailer - Letters Sent To Family Members Of Naval Personnel - 20 October 2011
Media placement: Electronic Direct Mailer - E-Mails Sent Out To Members Of The Navy - 20 October 2011
Media placement: PR/Blogger Engagement - Local Media Outlets And Bloggers - 24 October 2011

Describe the objective of the promotion.
To the average Singaporean, the Navy does nothing more than protect this tiny city state's waters. But the Navy does more than that. From humanitarian and peacekeeping missions, to leading multinational task forces to combat piracy in places like the Gulf of Aden, it's the only Singaporean armed forces that actively takes part in real life missions beyond our horizons.

We needed to show Singaporeans that the Republic of Singapore Navy was a force for good not only within, but also beyond our horizon, in order to improve the public perception of the Navy.

Describe how the promotion developed from concept to implementation.
Sea of Support is a digital platform that connects Singaporeans to real life naval personnel who were protecting one of the most pirate-infested waters in the world: the Gulf of Aden. It not only gave family members of the crew a whole new way to connect with their loved ones, but it also gave Singaporeans as a whole a way to show their support, encouragement and thanks to the naval personnel who were keeping sea trade safe and free.

Explain why the method of promotion was most relevant to the product or service.
Unlike the Singapore Army (where more than 90% of Singaporeans go to for their 2 years of National Service) and the Republic of Singapore Air Force (which does aerial displays during major events), the Navy has little exposure to the public. It didn't help that previous campaigns focused more on weaponry and futuristic-looking ships.

But the Navy participated in various humanitarian and peacekeeping missions (including in Iraq and Afghanistan). It was a force for good. This platform humanised the Navy, by connecting people with real life naval personnel, on a real life mission.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In just 2 weeks, Sea of Support received 439 messages of support, 9,443 visits, 43,940 impressions on Facebook and commendations from the Chief of Navy, Minister of Defence, as well as the Prime Minister himself.

Most importantly, Sea of Support instilled a sense of pride and patriotism within the average Singaporean for the Republic of Singapore Navy. It encouraged them to get involved with the Navy's mission, by providing support and inspiration to the Navy personnel. And it showed Singaporeans that the Navy was more than a coastguard; it was a force for good well beyond our horizons.