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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

2009 Direct & Sales Promotion

RAFFLES PLACE GHOST

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ClientGMP RECRUITMENT SERVICES
CategoryB04. Business Equipment & Services
TitleRAFFLES PLACE GHOST
Product/ServiceRECRUITMENT AND HR CONSULTANCY
Entrant Company:McCANN ERICKSON SINGAPORE, SINGAPORE
DM/Advertising Agency:McCANN ERICKSON SINGAPORE, SINGAPORE
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 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. The creative execution was different yet very relevant. No major campaign in Singapore had ever touched on horror despite the people's keen interest in ghosts. Ask any Singaporean about haunted office buildings and they will have a story to tell.

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.