Insight:
The objectives of the campaign are to increase awareness of career opportunities in the SCDF and to build up the image of the SCDF as a Choice Employer. Past years visuals consistently displayed officers kitted in gear, in persperation and in action. TA research revealed that there was also evidence that the target audience was online.
Ideas:
A new look, one that has come of age was worked on and the result is a combined protrait of the three occupational groups watching over Singapore confidently. The same was carried through the microsite and other interactive platforms. A marked increase in on line media buy was targetted at the target audience.
Impact:
The microsite received positive feedback and recruitment efforts were well reinforced by the online outreach, rendering SCDF an advantageous recruitment posture amongst Home Team departments and in the wider field.
