Retirement planning has become the last thing on Singaporeans’ minds. We faced an uphill task of engaging our target audience, who are sceptical of government ads. We had to increase awareness about government safety nets for Retirement Adequacy without sounding preachy, and make complex details engaging and easy to understand.
Over six weeks, our campaign saw comedians don larger-than-life animal costumes and appear across multiple-platforms—TV, Online, Print and Out-Of-Home.
We launched four TVCs, shot like wildlife documentaries with David Attenborough-like narrative, featuring animals in a dilemma about their future. The solution: To know all your options available before you decide.
We also created 12 interactive YouTube videos that utilised YouTube’s Cards function so viewers could decide for our animal characters and watch their choices unfold. We even brought it on-ground to interactive bus stop adshels to engage commuters.
The campaign then took to the streets. Colourful and vibrant, four eye-catching print ads showcased our furry comedians deep in contemplation. Each print ad housed important campaign information in bite-size. These prints were then adapted to bus wraps, trains and bus stop adshels, extending the campaign’s reach even further.