86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.
Festival of Creativity
26 - 28 September 2018



2009 Direct & Sales Promotion


The Flash Media Player is required to view this content.

CategoryA04. Direct Response Digital Media
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 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.