RAFFLES PLACE GHOST
| Client | GMP RECRUITMENT SERVICES |
| Product | RECRUITMENT AND HR CONSULTANCY |
| Entrant | McCANN ERICKSON SINGAPORE, SINGAPORE |
| Type of Entry | Direct: Use of Media |
| Category | Direct Response Digital Media |
| Title | RAFFLES PLACE GHOST |
| Product/Service | RECRUITMENT AND HR CONSULTANCY |
| Entrant Company: | McCANN ERICKSON SINGAPORE, SINGAPORE |
| DM/Advertising Agency: | McCANN ERICKSON SINGAPORE, SINGAPORE |
| Credits |
| 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 |
Editor |
| Issac Ray Thomas |
Big Red Button |
Producer |
| Francois Antoine Saverias |
Big Red Button |
Sfx Artist/Editor |
| Sean Tan |
- |
Web Programmer |
| Dominique Ng |
Universal Mccann |
Media Planner |
Describe the brief from the client:
GMP, a recruitment and HR consultancy, scored low brand awareness among job seekers in
an industry dominated by leaders like Monster.com. With an advertising budget of
SGD100,000 (approximately USD64,000), GMP needed cut-through communication that
positioned the brand as the ideal choice among job seekers. We wanted to target new job seekers and re-engage our existing clients.
Research showed that Singaporeans work very long hours – an average of 55-60 hours per
week. Harnessing that research insight and GMP's values, the client and the agency devised
the communication strategy: GMP. CHAMPIONS OF WORK-LIFE BALANCE.
Creative Execution:
Asians are great believers in the supernatural. Yet, ghosts hadn't been used by any brand in their communications.Also, 'No One Should Work Late' was aligned with one of
GMP's key company values: work-life balance. This emphasis on worker rights created a
positive image for GMP. Post campaign focus groups indicated goodwill towards the brand.
Also, the creative execution took advantage of the Internet to create maximum buzz. We
combined two ever-popular web concepts – an online community and a controversial 'leaked'
video, to generate a high level of engagement and traffic.
Describe the creative solution to the brief/objective.
The online campaign: NO ONE SHOULD WORK LATE, was implemented in 3 phases.
1: We planted a haunting office video online.
2: We created amateur ghostbusters who started a blog to investigate the mysterious video.
They appealed to the public for leads and sightings in office areas. This was designed to
involve the public and create a high level of engagement before revealing the brand.
3: On May 1, Labour Day, GMP staked ownership of the 10-day unbranded ghost hunt with a
video message and their statement: NO ONE SHOULD WORK LATE. This led to GMP's
website, where they could upload their CVs.
Describe the results in as much detail as possible.
Thousands of people played along and responded to our appeal during the 10-day hunt. They
contributed leads, pictures and videos of their sightings. Some even requested to join our
ghostbusters on their expeditions. We replied to these emails, creating 2-way communication.
Over 2,000,000 million views of the viral video. It was also embedded on over 80 blogs and 60
forums.
Organic search on Google generated 36 pages of relevant content.
Over 9 times more traffic to GMP's website than projected.
Over 48% increase in online registrations with GMP (year to year comparison).
International media coverage.