ASIA-PACIFIC – SINGAPORE, JULY 29,2013 – The Republic of Singapore Navy ties up with Y&R Singapore for an activation campaign ‘Sea of Fire’ by using vending machines to encourage students to take a career in the Navy.
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The objective of the campaign is to target the youth with a new, relevant and engaging way to attract the students who want to pursue a challenging career in the Republic of Singapore Navy. The campaign started in a tertiary institution, Temasek Polytechnic at Singapore.
Y&R Singapore collaborated with Codigo and Array, a mobile application developer, to build the ‘Job Robot’ or Jobot. This technology for vending machines has exclusive ‘Sea of Fire’ isotonic drinks that money can’t buy. To get these drinks, students have to complete a virtual Naval exercise in the form of a game by commanding a ship on the high seas and defend the sea-lanes in a specially designed mobile game. Successful candidates are rewarded with a QR Code that allows them to redeem the drink from the machine with a link of Navy’s recruitment website where they can find out about a rewarding career in the Navy.
The agency and the Navy knew that youth love challenges, they find ways to interact with new things, and the campaign was an exciting way to engage with youth who are on the move that’s why traditional media was not used. Y&R Singapore’s chief creative officer, Farrokh Madon explained that clients have unique problems and their agency doesn’t have ‘cookie cutter’ solutions and when technology is needed, it will certainly be developed and used.
"Youth love challenges and the campaign certainly caught their attention. The results are great. We are happy to have played a little part in bringing the next wave of talented youngsters to the Republic of Singapore Navy", Madon added.
Credits:
Agency: Y&R SINGAPORE
Client: REPUBLIC OF SINGAPORE NAVY
Chief creative officer: FARROKH MADON
Creative director: JON LOKE
Writers: FARROKH MADON, EMIR SHAFRI
Art directors: JON LOKE, SOMJAI SATJATHAM, SYLVESTER POH, HISASHI MATSUI
Typographers: SYLVESTER POH, HISASHI MATSUI, JON LOKE
Digital producer: WENDY KOH
Production: KIRBY HO
Account management: KEA SUI HONG, CLIFFORD LIN, MELVIN KUEK
Special build: ARRAY
Digital System: CODIGO
