• Agency Of The Year Awards 2017
    Marketing Magazine
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    Marketing Magazine's
    Agency Of The Year Awards 2017

    Germs is proud to have won:

    • GOLD & LOCAL HERO - Mobile Marketing Agency Of The Year
    • LOCAL HERO - Integrated Marketing Agency Of The Year

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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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  • BCA Green Building Exhibition
    Building & Construction Authority (BCA)
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    The brief: To generate awareness of the Building & Construction Authority's (BCA) Green Building Exhibition at three locations.

    The solution: We invited Greco and Beco, two tall and strapping Greek gods to be our road show spokespersons. Well, not quite. These iconic BCA mascots did front our events, but they look nothing like Greek gods. Also, we reintroduced PacMan and Space Invaders to Facebook with a BCA twist, of course.

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  • Velocity Gives
    Velocity Novena
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    The brief: To develop a tactical retail campaign that paid tribute to local disabled athletes. In addition, 10% of in-mall redemptions made during the promotion period would go towards supporting one athlete's dream.

    The solution: Nothing creates awareness quickly like pitting a one-arm runner against a cheetah in a foot race, right? Yeah, we thought so too. So that's just what we did.

    Then we profiled Adam Kamis, the brave runner, and other disabled athletes on the Velocity GIVES ("Grants for all-InclusiVE Sportspersons") website. Supporters who left words of encouragement then had their Facebook avatars pulled to form a mosaic of the epic face-off.

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  • Kia Cerato Forte
    Kia Singapore
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    The brief: To change consumers' perceptions about Kia, help them view the cars objectively, and launch the new Cerato Forte.

    The solution: Most of the time, we aim to please. And since Singaporeans always love a guessing game... no prizes for guessing (heh) what we did — we de-badged the Cerato Forte (with permission, of course; we're not vandals) during the teaser phase, so consumers would focus on the form and features of the car.

    Our efforts didn't go unnoticed; we picked up a Silver at the EFFIES and Gold at the APPIES for marketing effectiveness. Plus, we were STOMP-ed, too!

    Awards:
    APPIES (Asia Pacific Marketing Effectiveness Award): GOLD
    Singapore EFFIES: SILVER

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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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  • The Lion King Musical
    BASE Entertainment
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    The brief: To provide background information on The Lion King musical and ultimately entice visitors to purchase show tickets.

    The solution: For such a highly lauded musical, we knew that nothing short of a vibrant and visually engaging website would do. But to get those sitting on the fence to take action, we had to take things up a notch. Enter our not-so-secret weapon: a soundtrack playlist. Nothing new, but it gave visitors extra reason to snap up those tickets once they tuned in to those aural pleasures.

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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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  • BCA Green Shots
    Building & Construction Authority (BCA)
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    The brief: To generate awareness for the Green Mark-certified buildings in Singapore through a photography competition.

    The solution: These days, almost everyone in Singapore is interested in photography (no, we don't mean citizen journalism), so this competition was a great way to increase exposure for the BCA Green Mark. Plus, the photo gallery on our site and subsequent public photo exhibition made for good bragging rights for those who participated!

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  • DBS One.Tap
    DBS
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    The brief: To announce the launch of Near-Field Communication in Singapore and establish that DBS is the first bank to bring mobile payment to users.

    The solution: At first, we thought a bulleted list extolling DBS One.Tap's features — complete with mind-blowing Keynote animation (because that's just so cool) – would be the best solution. But we were a little lacking in the resource department then, i.e. we didn't have an intern. So we did the best we could. Same same, but different.

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  • DBS EBC Videos
    DBS
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    The brief: To create a series of videos to promote DBS products at ATMs and in-branch screens.

    The solution: Vibrant videos that set out to grab your attention, whether or not you knew it at the time. Maybe you were waiting in line at a DBS branch, or making a transaction at an ATM. Then you caught sight of our video and suddenly felt an overwhelming need to get the advertised product. Job completed.

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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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  • Toast to the Tiger Year
    Germs Digital
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    The brief: To send a Year of the Tiger CNY greeting to our clients and partners that would stand out from the crowd.

    The solution: Nobody knows who started the rumour that all ad people are alcoholics, but we decided to live up to it in 2010 — by giving our clients a customised can of Tiger Beer with a QR code that would show them how satisfaction, like our agency name, is contagious. Plus, everyone knows that the best way to celebrate the festivities is with a beer (or two) in hand.

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  • Kia + Shinhwa
    Kia Singapore
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    The brief: To promote Kia's sponsorship of Korean boyband Shinhwa's concert in Singapore.

    The solution: Short of calling them fanatics (see what we did there?), it's a well-known fact that boyband fans are extremely passionate. So it was pretty obvious to us that the best way to get the word out about our sponsorship would be to organise a nationwide hunt for Singapore's six biggest, most hardcore Shinhwa fans.

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  • Experience Your Future at NTU
    Nanyang Technological University
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    The brief: To entice prospective students from junior colleges and polytechnics to apply for a university education at NTU.

    The solution: Getting a university education is like buying a car — it's expensive and you wouldn't sign the papers if you didn't take it for a test drive first. Hence the birth of "Experience Your Future at NTU", an app that gave users a first-person experience of life at NTU, complete with photos of their friends in their 'own' NTU dorm room. Yes, really.

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  • MFB/Svenson Festive Greetings
    MFB/Svenson
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    The brief: To thank existing customers for their support and give potential customers a reason to try us out by spreading some festive cheer.

    The solution: An electronic lucky dip with occasion-appropriate gifts (Christmas boxes for Svenson and lucky red packets for Marie France Bodyline) packed with random surprises for customers to pick, enjoy and share! The best part of it all? No purchase needed. After all, as they always say, "good things must share."

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  • Kia Facebook Brochure
    Kia Singapore
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    The brief: To make the Kia Singapore Facebook page an all-in-one source for Kia owners and fans alike.

    The solution: E-brochures, downloadable brochures, promotions, informational posts and the occasion game app. Everything except the kitchen sink, really. And with over 20,000 fans as of 2012, we're the car brand with the largest Facebook following in Singapore. Surely that's proof that we've got a good thing going.

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  • DBS Moving Asia
    DBS Singapore
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    The brief: To generate awareness and create hype for DBS' historic move from Shenton Way to MBFC, which demonstrates the bank's growth.

    The solution: The general rule of thumb for life is to keep moving forward and never look back. Most times, we agree. But sometimes you just have to take stock of what you've achieved and that gives you the strength to keep on going. So that's exactly what we did for the big move, with 'DBS Moving Asia — Embracing Asia's past, shaping Asia's future'.

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  • Kia Forte Galaxy
    Kia Singapore
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    The brief: To promote the award-winning Kia Forte series, which came with Samsung Galaxy Tabs preloaded with the Kia Car Management System app.

    The solution: The 'Kia Galaxy', an out of this world experience that showed users just how out of this world their driving journey could be in a Forte that's equipped with everything a driver could ever need, even if they didn't know it at the time.

    Our microsite was so out of this world, it was featured on FWA (public shortlist), Design Licks and DOPE Awards.

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  • Beauty Flash by Clarins
    Clarins Singapore
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    The brief: To create a unique platform on Facebook for increasing the fan base and running product campaigns.

    The solution: Google may have all the answers, but do you have the right questions? That was one of the key factors that drove us to create a lasting solution for product launches — a one-stop online magazine with articles, tips and insider contests tied to the featured products. In short, we made sure Beauty Flash by Clarins wouldn't just be a flash in the pan Facebook campaign.

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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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  • BCA Windows Safety Days
    Building & Construction Authority (BCA)
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    The brief: To generate awareness of the Building & Construction Authority's Windows Safety Days that were taking place on 6 June and 12 December.

    The solution: "661212" — Not the number of your friendly home delivery service, but windows maintenance dates to remember. We also figured it would be easier for most to follow through if they had the necessary tools, and so the Windows Safety Toolkit was born!

    We got a mention on Channel NewsAsia because of the toolkits, and a post-campaign survey showed a 20% increase in awareness!

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  • SMU Application & Affirmation Campaign
    Singapore Management University (SMU)
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    The brief: To attract potential students to the newest local university with this value proposition: interactive pedagogy, unique curriculum and transformative whole-person education.

    The solution: With minds that change more often than they change their underwear, we knew that convincing youths on the cusp of a life-changing decision would be no walk in the park.

    But we were up for a challenge, so we went straight for the jugular with a two-phase campaign that highlighted two of SMU's strongest selling points — a close mentor-student environment and an outstanding student body.

    How did that work out for us? 16,000 applicants for 1,600 places. 'nuff said.

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  • Disabled People's Association
    Disabled People's Association
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    The brief: To be a voice for the disabled by showcasing the difficulties they encounter on a daily basis, and recruit volunteers for the association along the way.

    The solution: Too often, we take things for granted, and it's only when we're directly implicated that we understand how others might be affected. And while we've always been taught not to exaggerate, sometimes you just have to, which is how this campaign was born.

    We like to keep things simple yet effective, and the judges at the One Show in New York must've liked our approach, because they awarded us a Gold and Silver. Closer to home, we bagged two bronzes at the SPH Ink Awards.

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  • Red Cross DM
    Red Cross Singapore
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    The brief: To bring up the dwindling blood donor numbers.

    The solution: Direct mailers weren't working out, and the blood bank was running on empty, so we turned to a bad childhood memory we thought we'd long banished to the back of our minds — red pens. More than just exam script heartbreakers, we realised they could be used to send an important message to our donors.

    The month after it was sent out, blood donations increased by 100%. Also, we picked up a Gold at the One Show, Bronze at the Singapore Creative Circle Awards, and a finalist spot in D&AD.

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  • Nature Society of Singapore
    Nature Society of Singapore
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    The brief: To educate people on the need to protect rainforests.

    The solution: A tight budget has never stopped us from getting our message out, and this was no exception. Using a permanent fixture in every Singaporean's life, umbrellas, we spread the message that just like how broken umbrellas cannot protect us from the elements, a depleting rainforest cannot protect us from adverse climate changes, too.

    This guerrilla effort increased the number of page visits to the Society's website, and bagged us some awards, too — a Silver Lion at Cannes, Bronze at the New York Festivals, and two Silvers and a Bronze at the Singapore Creative Circle Awards.

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