Singapore Navy
After winning the Republic of Singapore Navy (RSN) pitch against their 28-year incumbent, Saatchi & Saatchi, we worked tirelessly to turn their brand around. At the beginning, they were the least favorable amongst the 3 armed forces. Even the police force had better standing amongst graduates.
Our first order of business was to relaunch the brand to show people that we're not just a glorified coast guard, but a force for good that goes beyond Singapore's horizons.
Most Singaporeans think of the Navy as nothing more than a glorified coast guard. The truth is, the Navy takes part in various missions well beyond Singapore's waters.
We built 'Sea of Support,’ a digital platform that allowed Singaporeans to connect with / show support to naval personnel deployed on a mission to combat piracy along the Gulf of Aden. People from all walks of life, from family members who finally had a way to frequently connect with their loved ones, to young Singaporean graduates who were curious about a career in the Navy, reached out to the crew.
The Passage is a 10-episode webseries that gives viewers unprecedented access into the Midshipman Sea Training Deployment (MSTD), a tough 6-week trial on board a ship that every cadet must go through before being commissioned as Naval Officers. Beyond just videos, viewers got an insider's peek into life as a cadet through diaries, photos, bonus clips, and infographic-styled trivia. Viewers could also ask questions about life in the Navy to the cadets.
The Navy's first foray into branded content was well-received, with the series receiving close to 200,000 video views.
Transitioning traditional mailers into more innovative media, challenged students to see if they had the skills to be a part of the RSN.
To further engage our young target audience, we tapped into the publicity surrounding the blockbuster movie 'Battleship'.