• The Right Catch
    Kuhlbarra
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    The brief: Kuhlbarra barramundi is the first choice for those who know their fish - from the finest restaurants to foreign supermarket stockists. However, Singaporean consumers are unaware that such a gourmet ingredient is actually bred and harvested locally. How do we generate a buzz for an unexpected product like Kuhlbarra?

    The solution: Riding on the insight that Chinese New Year is festivity that pesky relatives and friends ask Singles about whenone's significant other. Leveraging on these festivities, our social video centered on identifying the right catch.

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  • UOB Stash
    United Overseas Bank (UOB)
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    The brief: UOB had identified a large segment of financial inbetweeners who were lagging behind in the savings game. Even as times have changed, these Gen Xers remained stuck, their money depreciating in childhood bank accounts year after year. We needed awaken them to the realisation that there is a better place to stash their cash.

    The solution: Utilising Singaporean's love for mobile gaming, we recreated a familiar and well-loved arcade game, driving interest in UOB STASH with a some addictive fun. We mobilised the community and empowered word-of-mouth with a limited time bonus interest rate that could only be unlocked collectively.

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  • Singapawreans
    SPCA
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    The brief: Community cats and dogs (strays) are commonly seen as pests. We needed to change the perspective of Singaporeans, mobilising communities to come to together in caring for these animals and ultimately bringing the nation's stray count to zero.

    The solution: From cat videos to dog texting memes, the internet has long dreamt of the day we humans can finally talk to animals. So we made the dream a reality, with an emerging technology — Facebook Messenger Chatbots. The messaging format enabled us to weave long form content into snackable bites to lead our audiences on an immersive and entertaining journey of discovery. Thus Singapawreans was born.

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  • Krisflyer UOB Debit Card and Account
    United Overseas Bank (UOB)
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    The brief: To launch the new KrisFlyer UOB Debit Card and Account - that allows you to earn KrisFlyer miles when you spend and save.

    The solution: Inspiring the target audience to travel using both artificial intelligence and virtual reality.

    Online, we created an assisted search tool that flew visitors to the destinations of their choice. We utilised Google Maps and Google Street View to ensure dynamism and provide a rawness that has never been seen before.

    Onground, we upped the ante and immersed passers-by with Samsung Gear VR headsets to teleport them to four different countries, showcasing their unique sights and sounds.

    We were also able to produce a key visual for the campaign that was used in print, outdoor and taxi wraps, despite us not being UOB's retainer agency for print work.

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  • UOB YOLO Refresh
    United Overseas Bank (UOB)
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    The brief: To reinforce UOB YOLO as the dining and entertaining card for millennials, because life was made for them to EAT. DRINK. PLAY. REPEAT.

    The solution: Enter restaurant randomiser #YOLOEAT - instant dining choices at your fingertips - a new way for fickle millennials to choose their next dining venue. Each suggestion also featured UOB YOLO deals they could enjoy at that restaurant. Lucky #YOLOEAT early adopters were even rewarded with dining vouchers!

    In addition to this exciting new feature, the rest of the dynamic site showcased all the enticing card benefits and privileges for current and potential cardmembers to check out.

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  • UOB Types of Friends
    United Overseas Bank (UOB)
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    The brief: Too many cards, too little time! So we set out to educate consumers on the lush selection of UOB credit cards available and let them find the right card for their lifestyle, minus the confusion.

    The solution: With all things customised trending these days, we shook things up in the social space by rolling out an exciting personality quiz that allowed users to find out who they were! We took UOB credit cards to a whole new level by assigning a cool personality to each card – upping the desirability factor. The quiz went viral on Facebook because participants were proud to share their results, and it also gave them a chance to walk away with a luxury yacht party for a bunch of friends with the points accumulated from taking and sharing the quiz!

    The results were astounding with a tremendous increase in online card applications during the campaign period, along with plenty of new fans and card awareness.

    Awards:
    MOBEX: GOLD - Best Mobile Site | GOLD - Best Use Of Social Platform
    MARKIES: GOLD - Best Idea - Loyalty & CRM | BRONZE - Best Idea - Mobile

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  • 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.

    Awards:
    MOBEX: SILVER - Best Mobile Site
    MARKIES: SILVER - Best Idea - Mobile

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  • UOB #SavePaper The Smarter Way
    United Overseas Bank (UOB)
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    The brief: To convince active UOB online banking customers still using paper statements, 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 by over 10%. Not only did we build awareness within UOB's customer base, but also with the general public. Marketing Magazine picked the campaign up as an Innovative Direct Mailer.

    Awards:
    Marketing Excellence Awards: GOLD - Direct Marketing
    Loyalty and Engagement Awards: SILVER - Best Use of Relationship Marketing
    Creative Circle Awards 2016: FINALIST - Direct Mailer
    MARKIES: GOLD - Best Idea Direct Marketing

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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.

    Awards:
    MOB-EX: GOLD - Best Viral Marketing | SILVER - Best Mobile Launch | SILVER - Best Campaign for Tablets/Other Devices | SILVER - Best Use of Mobile for an Event | SILVER - Most Innovative Use of Mobile | BRONZE - Best Mobile Site | BRONZE - Best Use of Video/Rich Media
    MARKies: Best Idea - OOH
    Loyalty and Engagement Awards: GOLD - Best Viral Marketing

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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!

    Awards:
    Marketing Events Awards: SILVER - Best Exhibition Event | SILVER - Best Consumer Event | SILVER - Best Multi-Channel Campaign
    MOB-EX: GOLD - Best Brand Awareness Campaign | GOLD - Best Original Content | GOLD - Best Use of Mobile for an Event | SILVER - Best Integration of Mobile
    PR Awards: SILVER - Best PR Idea | BRONZE - Most Creative PR Stunt
    Creative Circle Awards (GONG): BRONZE - Entertainment & Branded Content
    INMA Awards: SECOND PLACE - Best Use of An Event to Build A News Brand
    Asian Media Awards: GOLD - Best in Community Service
    MARKies: Best Use Of Mobile

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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!

    Awards:
    EFFIES Singapore 2015: SILVER
    APPIES 2015: SILVER
    MOB-EX 2016: GOLD - Best Original Content | BRONZE - Best Brand Awareness

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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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