ECONOMIC DEVELOPMENT BOARD OF SINGAPORE Promo, Case study ASIA'S FIRST SOCIAL CINEMA by Ogilvy & Mather Singapore

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ASIA'S FIRST SOCIAL CINEMA

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Industry Education
Media Promo & PR, Case study
Market Singapore
Agency Ogilvy & Mather Singapore
Executive Creative Director Melvyn Lim
Art Director Xander Lee. Make Studios
Designer Timothy Su
Released November 1999

Credits & Description

Category: Best Use of Digital PR
Advertiser: SINGAPORE ECONOMIC DEVELOPMENT BOARD
Product/Service: EDUCATIONAL CAMPAIGN
Agency: OGILVY & MATHER SINGAPORE
Chief Creative Officer: Steve Back (Ogilvy & Mather Singapore)
Executive Creative Director: Melvyn Lim (Ogilvy & Mather Singapore)
Art Director: Xander Lee (Ogilvy & Mather Singapore)
Senior Copywriter: Esther Tan (Ogilvy & Mather Singapore)
Designer: Timothy Su (Ogilvy & Mather Singapore)
Business Director: Simon Wong (Ogilvy & Mather Singapore)
Associate Account Director: Jennifer Choi (Ogilvy & Mather Singapore)
Project Manager: Zayed Talib (Ogilvy & Mather Singapore)
Lead Consultant: Michelle Wong (Ogilvy & Mather Singapore)
Senior Consultant: Eileen Wong (Ogilvy & Mather Singapore)
Account Manager: Jason Tan (Ogilvy & Mather Singapore)
Deputy Managing Director (Public Relations): Chong Ee Rong (Ogilvy & Mather Singapore)
Senior Account Executive (Public Relations): Lincoln Mah (Ogilvy & Mather Singapore)
Associate Director (Public Relations): Janice Wong (Ogilvy & Mather Singapore)
Media placement: Online Standard Banners - Facebook Run-On-Site, Nuffnang Run-Of-Network - 21 Oct - 23 Dec 2011
Media placement: Video Banners - Facebook Homepage, Yahoo Singapore (Movie Channel, Games Channel) - 21 Oct - 23 Dec 2011
Media placement: 3 Short Films - CREATE Film Festival (Social Cinema Website) - 1 Dec - 31 Dec 2011
Media placement: 3 Short Films - Clicknetwork.tv - 1 Dec - 31 Dec 2011
Media placement: Twitter & Facebook - Gushcloud - 1 Dec - 31 Dec 2011
Media placement: Pitched Article In Singapore's Widest Read Chinese Language Daily LHZB - Lianhe Zaobao (Chinese Daily Newspaper) - 21 Oct - 30 Nov 2011
Media placement: 8 Blogs (Popular With Target Audience) - Blogs - 21 Oct - 30 Oct 2011

Summary of the Campaign
Singapore is possibly the only country in the world where the government aggressively promotes Engineering as a course of study.

Engineering is mission-critical to Singapore’s economic success, but students here are plagued with the unfortunate misconception that engineering is boring and unrewarding.

To make Engineering relevant to them, we went into the spaces where they live and love: the web and the cinema.

We asked prominent local filmmakers to create the region’s 1st short films about engineering, based on topics that resonate with the students. These films were then screened in Asia’s 1st social cinema.

Before they chose their courses of study, we sent every student in Singapore movie tickets to the online première of the 3 films.

In the social cinema, they can choose seats and book tickets for friends, just like in the movies. There’s no one to shush them in the theatre, instead we encourage them to chat as they watch the films.

To change the perception that Engineering is boring and unrewarding, we let the 3 films do the talking: Students were given a sneak peek into the life of a local engineer who plays computer games for a living, the ever-contentious topic of parental expectations were explored, and misconceptions about Engineering were debunked.

Despite launching the films during their break period when it’s notoriously hard to engage students, the campaign exceeded the client’s target by over 1,000%, garnering more than 160,000 hits in 3 months, reaching 1 in every 3 of our target audience.

The Situation
Over the years, Singapore youth have been flocking to business and medicine courses, traditionally perceived as paths to financially rewarding careers. Research shows that majority of students opt for courses in medicine, finance or business over engineering.

The main reasons for their decisions were poor perception and understanding of engineering. The youth did not actually know what engineers do and the possible career prospects. They could not identify how engineering played a part in their everyday lives and saw engineers as individuals who led uninteresting lives.

As a result, young local engineering talent was fast dwindling in numbers.

The Goal
We were tasked by our client to shift perceptions around engineering as well as reinvigorate a passion for science and technology in students.

Our key audience group is students aged 13-19. They are open-minded and just beginning to define who they are and what are they interested in. The older ones within this group are about to select their courses of further study in Universities. Our goal for them is to understand the dynamic career choices engineering offers.

The Strategy
Research showed students at this age do not believe in direct advertising from the government; hence our key strategy is to adopt a social-driven approach in spaces they already live and love, where they will be highly engaged and given the chance to interact with people who can interesting perspectives about engineering.

The focus of the campaign was the Create Film Festival, Asia's 1st social cinema where we showcase 3 short films specially created by prominent local filmmakers to dispel misconceptions about engineering and let students see how aspirational engineering really is.

Execution
To let students in Singapore understand that engineering isn’t boring/unrewarding, we went into spaces they live and love: the web and the cinema.

Prominent local filmmakers created 3 films based on topics that resonate with students, which addressed misconceptions about engineering, and showed how aspirational engineering really is.

These films were screened in Asia’s first online social cinema, where students can choose seats & book tickets – just like when they head out to the movies.

Timed to reach students after their gruelling exams, we sent a every student a movie ticket, inviting them to the social cinema experience just before their term break.

The campaign leveraged on digital channels e.g. Facebook, Yahoo, GushCloud and bloggers popular with our audience.

An open dialogue session-cum-film preview screening was organised between selected students, bloggers, and practising engineers and academics to talk about careers in engineering.

Documented Results
The campaign exceeded the client’s target by 1,164%, reaching 1 in every 3 of our audience. We garnered 161,892 views of the films, amounting to a total media value of US$844,908.97 within 2 months.

Our Facebook fans increased from 1,467 to 3,466 (35% increment), resulting in a total value of US$471,948.72.

Students' perception that engineering is boring reduced by 19.2% compared to 2010’s results. We sowed the seeds for a sustainable local engineering culture – a distinct direction which will shape future strategy.

A month after the launch, videos were extended to platforms e.g. YouTube and ClickNetwork.TV. This widened the conversation around engineering amongst students and involved the international community of practising engineers who gave their opinions about the misconceptions around engineering, many of which came forward with stories of why they love what they do.

The 3 films were also featured on popular local paper, Lian He Zao Bao.