The campaign that turned an under-radar govt initiative into an Internet fan fave.
(P.S. it’s also their best-performing social campaign to date.)
Awards | MARKies 2020
SILVER, Most Creative – Digital
BRONZE, Most Creative – Content Marketing
BRONZE, Most Creative – TV/Video Advertising
With over 4 million Singaporeans slated to suffer job displacement by 2030, career help is a necessity.
Adapt and Grow has provided free career support – since 2016.
Trouble is, Singaporeans didn’t know Adapt and Grow existed.
So, we gave them a makeover. The gutsier and more unexpected, the better.
Through the stories of quirky fantastical characters, we showed how Adapt and Grow could help make anyone
– regardless of age, industry and even species – a Fantastic Candidate.
HOW’D YOU FIRST GET WORD OUT?
Two suspense-filled trailers introducing our characters, in full blockbuster fashion.
We piggybacked on 2019’s Fast & Furious movie premiere weekend to hit maximum crowd.
DOES THAT MEAN YOU MADE FILMS?
Bingo! Two brand films brought our characters to life with rich storytelling that
mirrored career scenarios relatable to Singaporeans’ fundamental career needs.
Not only did our films appeal across ages and socio-cultural backgrounds,
but turned a usually taboo topic into edu-taining shorts fit to light up in prime time.
AND ON-GROUND?
CBD takeover. 12 life-sized career paw-fessionals, 1 interactive pop-up experience.
The highlight? Surprise debut of our first brand film on a 100sqm LED screen.
Working crowd loved it. News spread. It was ‘uuge’.
WERE YOU COLLABORATIVE?
Oh yes.
We partnered with our audiences’ frequented content platforms, to bring them content they’d like and share.
MONEYSMART
6.7K+ views
Informative human story article highlighting A&G’s offerings, directing readers to our career ambassadors.
MOTHERSHIP
20.5k views
Live Instagram stories that teased and drove traffic to the launch stunt, and directed viewers to our short film.
BUT HOW DID YOU MAKE SURE YOU WERE SEEN?
Well, we stalked– I mean targeted, careerists anytime…
MISCONCEPTION COMICS
Comic strips that continued our main characters’ storylines, highlighting Adapt and Grow’s career support and solutions.
CAREER TIP GIFs
GIF memes that leveraged the funniest moments of our brand film, to address common career concerns – and lead users to our solutions!
SMART DIGITAL BANNERS
Banners were strategically fed to users based on their careerist type and main career concerns, delivering over 14k clicks to Adapt & Grow’s website in 3 months.
.
SEM OPTIMISATION
Our search engine results veered away from formal searches every job portal targets, casting our net wider to cover true search engine lingo.
… and anywhere.
RIGHT. BUT WAIT, WAIT, WAIT… SO DID IT PERFORM?
Yup.
In 8 weeks
2,190,000+ views (90% organic)
1,090% increase in social engagement
Exponential conversion of reached audience into potential leads
Plus, we caught the eye of the local media too
