Spikes Asia Digital
Gold Spike
RAFFLES PLACE GHOST
| Advertiser | GMP RECRUITMENT SERVICES |
| Product | RECRUITMENT AND HR CONSULTANCY |
| Entrant | McCANN ERICKSON SINGAPORE, SINGAPORE |
| Type of Entry: | Digital Tools |
| Category: | Best Use of Viral |
| Title: | RAFFLES PLACE GHOST |
| Advertiser/Client: | GMP RECRUITMENT SERVICES |
| Product/Service: | RECRUITMENT AND HR CONSULTANCY |
| Entrant Company: | McCANN ERICKSON SINGAPORE, SINGAPORE |
| Advertising/Web Design Agency: | McCANN ERICKSON SINGAPORE, SINGAPORE |
| Creative Credits |
| Name |
Company |
Position |
| Farrokh Madon |
McCann Erickson Singapore |
Executive Creative Director |
| Katherine Khor |
McCann Erickson Singapore |
Art Director |
| Lester Lee |
McCann Erickson Singapore |
Copywriter |
| Charmaine Wong |
McCann Erickson Singapore |
Agency Producer |
| Joanne Wang |
McCann Erickson Singapore |
Account Executive |
| Nicci Millar |
McCann Erickson Singapore |
Account Supervisor |
| Hoong Yun Peng |
McCann Erickson Singapore |
Account Supervisor |
| Wally Tham |
Big Red Button |
Film Director |
| Issac Ray Thomas |
Big Red Button |
Producer |
| Zulkifi Halim |
Big Red Button |
Producer |
| Issac Ray Thomas |
Big Red Button |
Editor |
| Francois Antoine Saverias |
Big Red Button |
SFX Artist/Editor |
| Sean Tan |
- |
Web Programmer |
| Dominique Ng |
Universal McCann |
Media Planner |
Details
| Brief Explanation: |
| CLIENT:
GMP, a recruitment consultancy
BRIEF:
Raise brand awareness
Increase CV uploads
SOLUTION:
Singaporeans work late. So we positioned GMP as champions of work-life balance. Since Asians believe in the supernatural, we used ghosts as a danger of working late.
Phase 1: Chilling office video appears online.
Phase 2: Three amateur ghostbusters invite the public to join their investigation.
Phase 3: On Labour Day, GMP staked ownership with a video message:
NO ONE SHOULD WORK LATE.
RESULTS:
Over 2,000,000 views of the viral after 3 months
Over 9 times traffic increase to GMP’s website
Over 48% increase in online registrations |
