5 March 2009

Drive top-of-mind brand awareness Generate potential candidate leads Target Audience Primary - Working adults and job-hunters across sectors (20 to 35). Secondary – HR personnel (HR execs, managers) Measurable Factors: Drive traffic to web content (Blog, Reveal Page, Campaign Site) Increase registration (data capture) Increase CV uploads on GMP site

Drive top-of-mind brand awareness

Generate potential candidate leads

Target Audience

Primary - Working adults and job-hunters across sectors (20 to 35).

Secondary – HR personnel (HR execs, managers)

Measurable Factors:

Drive traffic to web content (Blog, Reveal Page, Campaign Site)

Increase registration (data capture)

Increase CV uploads on GMP site

They strongly believe in work-life balance. If one is happy with his job (prospects, challenges, remuneration etc), one is more productive and hence less or no late nights GMP believes that its stringent recruitment and placement process will give both candidates the best fit. So How Did We Arrive at the Creative Idea??

They strongly believe in work-life balance.

If one is happy with his job (prospects, challenges, remuneration etc), one is more productive and hence less or no late nights

GMP believes that its stringent recruitment and placement process will give both candidates the best fit.

Firstly, You Need to Understand … that Singaporeans love their ghost stories

Understand our target audience’s Interest – learning opportunities & job seeking Internet usage behaviour - IM, Social Networking & Blog-reading Web-influencers - Popular Blogs (eg Mr Brown Blogspot, Foodie blogs) Popular Video Sites YouTube Local popular forums Stomp, SG Forum IM Seeding Social Networking Sites Facebook Friendster etc Generic Local Sites ST Digital Special Interest Sites: e.g Tertiary Institutions, Job forums Special interest sites – ghostie sites

Understand our target audience’s

Interest – learning opportunities & job seeking

Internet usage behaviour - IM, Social Networking & Blog-reading

Popular Video Sites

YouTube

Local popular forums

Stomp,

SG Forum

Social Networking Sites

Facebook

Friendster etc

Generic Local Sites

ST Digital

www.rafflesplaceghost.net/blog

www.rafflesplaceghost.net/blog

http://www.myescapeplan.com.sg/whyushouldntworklate/

http://www.myescapeplan.com.sg/

Huge Online Buzz Generated – Organic search of “Raffles Place Ghost” generated 36 pages of relevant content More than 80 bloggers embedded video Topic was discussed in over 60 forums CV uploads is 48% more during campaign months YOY Hundreds of thousands $ worth of global and local media coverage Creative Circle Awards – 1 Gold Asia Interactive Awards – 3 Silvers, 1 Bronze Communication Arts Advertising Annual – Award of Excellence for Online Advertising Media Magazine – Voted 5 th in The Best Campaign of 2008 CTR for display ads post viral phas is 0.32% vs industry average of 0.15% Traffic to campaign site is 97,946 vs target of 11,000 Brand awareness generated, with high ROI – Cost per branded video viewed is S$3

Huge Online Buzz Generated –

Organic search of “Raffles Place Ghost” generated 36 pages of relevant content

More than 80 bloggers embedded video

Topic was discussed in over 60 forums

Creative Circle Awards – 1 Gold

Asia Interactive Awards – 3 Silvers, 1 Bronze

Communication Arts Advertising Annual – Award of Excellence for Online Advertising

Media Magazine – Voted 5 th in The Best Campaign of 2008

48% increase in CV uploads (May-Jul 2007 vs May-Jul 2008)

48% increase in CV uploads (May-Jul 2007 vs May-Jul 2008)

Channel News Asia Channel 5 Channel U CNN Fox News Channel 5

Korea SBS Station Spanish TV Station Wide TV Media Coverage – Pre and Post Reveal

Detailed Analysis by the Singapore Paranormal Society

Spin-off Video by Film Production Expert

Bloggers embeddded our video on their blogs: Youtube video Text links

Bloggers embeddded our video on their blogs:

Youtube video

Text links

Some forum discussions:

Shin Min – 23 April 2008

Wan Bao– 23 April 2008

My Paper– 25 April 2008

My Paper – 16 May 2008

Straits Times – 9 June 2008

Marketing Interactive –16 May 2008

Media Magazine– 29 May 2008

Marketing Magazine – June 2008

Share URL instead of attaching huge file Allow sharing , downloading and embedding Deliver ‘ share-worthy’ content – do something unexpected or something that ‘will make me look cool if I forward to my friends’ Never restrict access Connect and engage with comments End viral video with unique URL to drive to destination and to track and differentiate traffic (viral vs organic)

Share URL instead of attaching huge file

Allow sharing , downloading and embedding

Deliver ‘ share-worthy’ content – do something unexpected or something that ‘will make me look cool if I forward to my friends’

Never restrict access

Connect and engage with comments

End viral video with unique URL to drive to destination and to track and differentiate traffic (viral vs organic)