brand hijack
Client: Workforce Singapore (Adapt & Grow)
THE CHALLENGE
To help Singaporeans stay at the top of their career game, Workforce Singapore introduced the Adapt and Grow initiative in 2016. It offers a sweet deal: programmes and services that help strengthen one’s competitive edge, at zero cost. The problem is, only 1 in 5 Singaporeans knows it exists – much less what it offers.
Most turn a blind eye, assuming that it’s a last resort for desperate job seekers, or government propaganda. Let’s face it: no one gives government ads the time of day. Instead, they gravitate to ads by commercial giants like bees to honey. To re-introduce ourselves and make Singaporeans take a second look, we did something no government agency in Singapore has ever done.
THE IDEA: doppelgänger ads
We stole Singaporeans’ attention by hijacking the visual identity of four well-known brands that need no introduction, to get all eyes on Adapt and Grow. And, we did it with a whole lot of fun.
Four doppelgänger ads.
Designs that walked the same walk. Lines that talked the same talk.
All strategically located where our hijacked brands were found, island-wide.
taking over the streets
At a glance, the resemblance of our ads was uncanny. But to up the ante even more and really convince audiences, we needed these ads to be at the right place, at the right time. So, we devised a strategic location targeting plan, snatching up ad buys at bus stop adshels and six-sheets across Singapore, all within metres of every spoofed brand’s outlets.
stealing the social spotlight
And we didn't stop there.
We took over Singaporean's screen time by establishing our hijack's presence on social. We took note of the brands and updates that Singaporeans followed religiously: airfare deals, exclusive fast food launches and more.
Then, we pulled off the perfect content camouflage on Facebook and Instagram. We got another foot in on users' screens and were just shy of giving our legal team a heart attack.
direct conversations ignited
Singapore noticed in no time. They lapped up the humourous ploy, with reactions that would do a candid-camera moment proud.
But they weren't the only ones. The brands themselves simply couldn't resist the draw, and had to get in on the conversation.
AWARDS
MARKies 2020:
SILVER, Most Creative - Digital
BRONZE, Most Creative - Content Marketing
Marketing Excellence Awards 2019:
BRONZE, Excellence in OOH