FIND SGT. LIM
| Client | SINGAPORE NAVY |
| Product | NAVY WEBSITE |
| Entrant | SAATCHI & SAATCHI Singapore, SINGAPORE |
| Type of Entry | Use of Direct |
| Category | Direct Response Digital Media |
| Title | FIND SGT. LIM |
| Product/Service | NAVY WEBSITE |
| Entrant Company: | SAATCHI & SAATCHI Singapore, SINGAPORE |
| DM/Advertising Agency: | SAATCHI & SAATCHI Singapore, SINGAPORE |
| Credits |
| Richard Copping |
Saatchi & Saatchi |
Executive Creative Director |
| Eddie Wong, Michael Qwah |
Saatchi & Saatchi |
Art Director |
| Adrian Yeap, Jay Tamati |
Saatchi & Saatchi |
Copywriter |
Describe the brief from the client:
Every year the Navy looks to recruit 500 of Singapore's best and brightest students; the problem was that traditional advertising was not working.
Find Sgt. Lim was part of the next generation of recruitment; the campaign used mobile media to drive traffic to the Navy website.
Creative Execution:
The strength of our creative lied in the medium - Digital, allowing potential recruits to participate and discover the Navy for themselves. The game also tapped into the current media environment of our youth audience. The Navy looks to recruit students who are intelligent, inquisitive and have higher levels of observation, Find Sgt. Lim was a fun and engaging way to attract them.
Describe the creative solution to the brief/objective.
Find Sgt. Lim was the Navy's own 'Where's Wally' - 50-meter billboards were placed in high traffic locations, and participant had to scout the billboards for Sgt. Lim who was hidden amongst an ocean of decoys. They then had to capture the image on their camera phone and Bluetooth/SMS the coordinates to the Command Centre on the Navy Website - all for a chance to win amazing prizes.
Desired Outcome: Drive traffic to the careers website and ultimately entice the right kind of young men and women to join the Navy.
Describe the results in as much detail as possible.
The Campaign really hit a spot with our young tech savvy audience. Over a 4 week period:
6,030 Bluetooth / 3,296 SMS entries
13,978 names collected on the website
The overall average message opt-in rate averaged at 35.72%, which is well above the industry average of about 18-20%.
