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UCreateChange:
Changing the Perceptions of
Engineering as a desired study choice for
16 – 18 year olds in Singapore
Campaign Summary
Objective:

Convince more students (especially bright ones) to take
up engineering as a course of study.
...
Focusing on 16 – 18 Year Olds
Younger Schoolers

Target Audience

Secondary schoolers, aged 13
– 15, who are interested/or...
Four Phases Of The Campaign
Sept

Oct

Nov

Dec

Jan

Feb

Mar

Apr - Sept

Exams

Holidays

Decision-making

School

Awar...
Awareness Phase – “e” icon

In schools

Bus Shelters outside schools
Sept

Oct
Exams
Awareness

Nov

Dec
Holidays
Discover...
Awareness Phase – “e” icon

National Libraries

Radio Live Reads

Sept

Oct
Exams
Awareness

Nov

Dec
Holidays
Discovery

...
Discovery Phase – “Create” and “Change”

National Libraries

At bus shelters
Sept

Oct
Exams
Awareness

Nov

Dec
Holidays
...
Discovery Phase – Manga Characters
Clang
Wowzer
Bangles

Kai

Flud

Introducing The Creatures of Change

Sept

Oct
Exams
A...
Discovery Phase – Ambient

Youth Hangouts – Orchard Cineleisure, Far East Plaza and Heeren
Sept

Oct
Exams
Awareness

Nov
...
Discovery Phase – Social Media

Social Networking sites – Facebook and Friendster

Sept

Oct
Exams
Awareness

Nov

Dec
Hol...
Discovery Phase – Blogger Engagement
Interim Sign-up holding page for ucreatechange.com

Digital Influence /
Blogger Engag...
Decision Making Phase – ucreatechange.com

Sept

Oct
Exams
Awareness

Nov

Dec
Holidays
Discovery

Jan

Feb

Mar

Decision...
Search Marketing: Bringing it All Together

Lowe

Awareness

r

Key words: Manga Characters,
“create”,

s

“change” and bl...
Forecast Results (as of July 2009)
Total Media Spend will create 181,812 Website Visits

50 Million paid impressions
61,90...
Thank you.
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ucreatechange_marketing_case_study_singapore

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UCreateChange: Changing the Perceptions of Engineering as a desired study choice for 16 – 18 year olds in Singapore. A marketing case study, presented by Neo@Ogilvy in 2009.

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ucreatechange_marketing_case_study_singapore

  1. 1. UCreateChange: Changing the Perceptions of Engineering as a desired study choice for 16 – 18 year olds in Singapore
  2. 2. Campaign Summary Objective: Convince more students (especially bright ones) to take up engineering as a course of study. Issue: Engineering is perceived to be for geeks, monotonous and having little to do with people. Insight: Because of this misperception, students easily overlook that engineering involves creativity and innovation. Challenge: Reframe their perception by: •Getting them to experience the creativity in engineering •Addressing the negative perceptions associated with it
  3. 3. Focusing on 16 – 18 Year Olds Younger Schoolers Target Audience Secondary schoolers, aged 13 – 15, who are interested/or could be interested on the course of Engineering. Graduating 16 – 18 year olds in Singapore who have an interest in creativity, innovation and aspects of engineering. Engineering Campaign Family/Peers Influencers in the decisionmaking process of choosing courses of study.
  4. 4. Four Phases Of The Campaign Sept Oct Nov Dec Jan Feb Mar Apr - Sept Exams Holidays Decision-making School Awareness Discovery Actively Seeking Advice Re-engagement Ambient in Study Areas Digital (IM, Email, Search) Digital (IM, Email, Search) Website Outdoor Outside Schools Outdoor In Social Areas Website Blogger Engagement Inside Schools Blogger Engagement Blogger Engagement Radio Ambient in Social Areas Open Houses
  5. 5. Awareness Phase – “e” icon In schools Bus Shelters outside schools Sept Oct Exams Awareness Nov Dec Holidays Discovery Jan Feb Mar Decision-making Actively Seeking Advice
  6. 6. Awareness Phase – “e” icon National Libraries Radio Live Reads Sept Oct Exams Awareness Nov Dec Holidays Discovery Jan Feb Mar Decision-making Actively Seeking Advice
  7. 7. Discovery Phase – “Create” and “Change” National Libraries At bus shelters Sept Oct Exams Awareness Nov Dec Holidays Discovery Jan Feb Mar Decision-making Actively Seeking Advice
  8. 8. Discovery Phase – Manga Characters Clang Wowzer Bangles Kai Flud Introducing The Creatures of Change Sept Oct Exams Awareness Nov Dec Holidays Discovery Jan Feb Mar Decision-making Actively Seeking Advice
  9. 9. Discovery Phase – Ambient Youth Hangouts – Orchard Cineleisure, Far East Plaza and Heeren Sept Oct Exams Awareness Nov Dec Holidays Discovery Jan Feb Mar Decision-making Actively Seeking Advice
  10. 10. Discovery Phase – Social Media Social Networking sites – Facebook and Friendster Sept Oct Exams Awareness Nov Dec Holidays Discovery Jan Feb Mar Decision-making Actively Seeking Advice
  11. 11. Discovery Phase – Blogger Engagement Interim Sign-up holding page for ucreatechange.com Digital Influence / Blogger Engagement Sept Oct Exams Awareness Nov Dec Holidays Discovery Jan Feb Mar Decision-making Actively Seeking Advice
  12. 12. Decision Making Phase – ucreatechange.com Sept Oct Exams Awareness Nov Dec Holidays Discovery Jan Feb Mar Decision-making Actively Seeking Advice
  13. 13. Search Marketing: Bringing it All Together Lowe Awareness r Key words: Manga Characters, “create”, s “change” and blogger content. on nversi Co Consideration Keywords: On creativity and change, specific phrases on Engineering vs other choices. r Hi g h e Decision-Making Keywords: Specific Phrases About Engineering, Events, ucreatechange content. Directs People to: Bloggers, Creatures of Change (Manga) profiles – social media. Directs People to: www.ucreatechange.com Directs People to: www.ucreatechange.com
  14. 14. Forecast Results (as of July 2009) Total Media Spend will create 181,812 Website Visits 50 Million paid impressions 61,905 CPC clicks Digital Display Search Marketing (Google & Yahoo!) Media Awareness, Digital & Search Impressions 161,812 Web visitors (paid media) 20,000 Web visitors (from outdoor, viral, communications) Website Traffic 0.2% % CTR $1.00 - $1.50 Search CPC Registrations 18,181 user sign-ups, becoming a “Creature of Change” 10% of visitors sign-up or register for more information 18,181 Registered “Creatures of Change”
  15. 15. Thank you.

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