• UOB Bills Buster
    United Overseas Bank (UOB)
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    The brief: To raise awareness about UOB having the largest number of billing organisations (almost 400) and increase bill payment transactions via Personal Internet Banking.

    The solution: Reimagining bills as bothersome monsters to be hunted and destroyed in a Google Maps inspired game. To communicate UOB's coverage, 400 of these bill monsters were let loose on the Singapore map – players just had to find and bring down as many as possible before performing a bill payment to win cash credit.

    A stop motion paper craft video, digital banners and on-ground activation with mascots further helped the campaign claim top-of-mind awareness for the bank and increase the transaction volume of bill payments.

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  • UOB #SavePaper The Smarter Way
    United Overseas Bank (UOB)
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    The brief: To change the behaviour of 23,000 active UOB online banking customers still using paper statements, by convincing them to go 'e-.'

    The solution: Using junk mail to reduce junk mail. Leveraging on Earth Day celebrations, #SavePaper The Smarter Way had customers receiving plantable seed paper, along with direct mailers that could be folded into planting pots. Lucky subscribers won eco-friendly thumbdrives and members of the public were allowed to join in by greenifying their Facebook profile pictures.

    The results eclipsed our initial goals with a total of 29,000 subscriptions over the course of four weeks. Not only did we build awareness within UOB's customer base, but also within the general public. 534 individuals greenified their profile pictures, and Marketing Magazine picked the campaign up as an Innovative Direct Mailer.

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  • UOB Toss & Win
    United Overseas Bank (UOB)
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    The brief: To launch UOB e-statements and increase subscriptions in a competitive banking landscape, without riding on an overused 'go green' message.

    The solution: Making things fun with a game that mirrored real-life behaviour with paper statements. UOB Toss & Win had players throw crushed paper balls into a recycling bin, reminding them go paperless by going online. Tiered incentives made it an almost sure-win game, and players simply had to transact and subscribe to e-statements after to cash in. The game was brought to the giant digital billboard at One Raffles Place.

    Besides overwhelming PR buzz and news coverage, we saw a significant increase in e-statement subscription with more active digital banking users than ever, making UOB Toss & Win the most successful digital marketing campaign of 2014.

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  • SPH See The Big Picture
    Singapore Press Holdings (SPH)
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    The brief: To showcase the efficacy of Singapore Press Holdings' multi-media platforms to agencies and advertisers in a highly competitive media landscape.

    The solution: In celebration of SPH's 30th anniversary, we invited Stephen Wiltshire, an autistic savant and renowned architectural artist, to draw the Singapore skyline on a 4m-long canvas at Paragon Shopping Centre. The live drawing event was publicised using SPH-owned multimedia platforms and supplemented by social media to facilitate conversations.

    Over a five-day period, we welcomed more than 150,000 visitors, including the President of Singapore. Online, we received 80 million media impressions, 4.5 million Facebook impressions and 99% positive comments!

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  • Travel Made Different
    NTUC Income
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    The brief: To help NTUC Income build brand affinity with youths, encourage travel insurance purchase, and aid brand recall when it comes to life insurance/savings plans purchase in future.

    The solution: Our first Instagram-driven campaign – using our own hashtag: #TravelMadeDifferent. Users could post travel photos, check out other interesting entries on Instagram or our website, and even use them as references for their next trip! Some users won shopping vouchers for entering monthly thematic contests, while one lucky youth walked away with a bucket list trip to Cappadocia in Turkey!

    With the help of influencers, we gained 2,300 followers and received 10,000 #TravelMadeDifferent entries on Instagram, while our website has been viewed more than 35,000 times by users around the world!

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  • It's a Snap to Tap
    IDA Singapore
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    The brief: To build recognition and promote the usage of Near-Field Communication (NFC) in Singapore.

    The solution: We've come a long way since the days of didactic government campaigns. And we all know every good campaign needs a snappy tagline (pun intended) and a cute mascot (who can resist one — just look at the queue for minions at the Golden Arches). Enter "It's a Snap to Tap" and Scott E. Beam, our dashing mobile mascot.

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  • Kia Soul
    Kia Singapore
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    The brief: To launch Kia's first and highly customisable urban crossover, keeping in mind that we would have to create online buzz first because of a car shipment delay.

    The solution: It wasn't time for the Hungry Ghost Festival or Halloween, but we couldn't resist asking 'emotionless Singaporeans' (according to a recent Gallup poll) to do a little 'Soul Searching' in town. Once we'd piqued their interest, we launched a three-pronged attack — a creative buy, website and mobile app — which allowed users to customise their Souls.

    While SPH didn't customise an award just for us, they did name us as a finalist in the SPH Ink Awards 2010!

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  • Kia Driving Surprises
    Kia Singapore
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    The brief: To create a brand campaign that helps to change consumers' perspectives about the brand — from one that is not only value for money, but fuel-efficient and safe, too.

    The solution: "Driving Surprises", a campaign that we kicked off with three things that Singaporeans really like (according to us): cupcakes, Psy and a lunchtime surprise. And of course, being the digital natives that we are, we couldn't leave out a treasure trove of surprising Kia facts, and some surprises for Kia fans as well, could we?

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  • Eatwhere.sg
    Germs Digital
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    The brief: To make it easier for people to decide on dining venues, especially when no one wants to choose.

    The solution: A truly localised location-based dining establishment generator that would make these decisions a lot easier. We may not have stopped some couples from breaking up over dining preferences (so not meant for each other, obviously), but we did save many a trip across the Causeway on more than one occasion. Don't believe ah? Try and see lor.

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  • DBS Marina Regatta 2013
    DBS Singapore
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    The brief: To promote the annual DBS Marina Regatta dragon boat races and the fringe events, including the Bay Festival.

    The solution: Guided by drumbeats and powered by heartbeats, we designed a microsite that would appeal to both water lovers and the hydrophobic. Vibrant and exciting, with both static and active elements, it even featured Singapore's first community-generated story created from Instagram pictures and Vine videos!

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