UCreateChange:Changing the Perceptions of

Engineering as a desired study choice for 16 – 18 year olds in Singapore

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

Campaign Summary

Graduating 16 – 18 year olds in Singapore who have an interest in creativity, innovation and aspects of engineering.

Target Audience

EngineeringCampaign

Secondary schoolers, aged 13 – 15, who are interested/or could be interested on the course of Engineering.

Younger Schoolers

Influencers in the decision-making process of choosing courses of study.

Family/Peers

Focusing on 16 – 18 Year Olds

Awareness

Exams Holidays Decision-making School

Sept Oct Nov Dec Jan Feb Mar Apr - Sept

DiscoveryActively Seeking

AdviceRe-engagement

Ambient inStudy Areas

OutdoorOutside Schools

Inside Schools

Radio

Digital(IM, Email, Search)

OutdoorIn Social Areas

Ambient inSocial Areas

Digital(IM, Email, Search)

Website

Blogger Engagement

Open Houses

Website

Blogger Engagement

Four Phases Of The Campaign

BloggerEngagement

Awareness Phase – “e” icon

In schools

Awareness

Exams Holidays Decision-making

Sept Oct Nov Dec Jan Feb Mar

Discovery Actively Seeking Advice

Bus Shelters outside schools

Awareness Phase – “e” icon

National Libraries

Radio Live Reads

Awareness

Exams Holidays Decision-making

Sept Oct Nov Dec Jan Feb Mar

Discovery Actively Seeking Advice

Discovery Phase – “Create” and “Change”

National Libraries

At bus shelters

Awareness

Exams Holidays Decision-making

Sept Oct Nov Dec Jan Feb Mar

Discovery Actively Seeking Advice

Discovery Phase – Manga Characters

Awareness

Exams Holidays Decision-making

Sept Oct Nov Dec Jan Feb Mar

Discovery Actively Seeking Advice

Introducing The Creatures of Change

Bangles Flud

ClangWowzer Kai

Discovery Phase – Ambient

Awareness

Exams Holidays Decision-making

Sept Oct Nov Dec Jan Feb Mar

Discovery Actively Seeking Advice

Youth Hangouts – Orchard Cineleisure, Far East Plaza and Heeren

Discovery Phase – Social Media

Social Networking sites – Facebook and Friendster

Awareness

Exams Holidays Decision-making

Sept Oct Nov Dec Jan Feb Mar

Discovery Actively Seeking Advice

Discovery Phase – Blogger Engagement

Awareness

Exams Holidays Decision-making

Sept Oct Nov Dec Jan Feb Mar

Discovery Actively Seeking Advice

Digital Influence /

Blogger Engagement

Interim Sign-up holding page for ucreatechange.com

Decision Making Phase – ucreatechange.com

Awareness

Exams Holidays Decision-making

Sept Oct Nov Dec Jan Feb Mar

Discovery Actively Seeking Advice

Awareness

Consideration

Decision-MakingKeywords: Specific Phrases

About Engineering, Events, ucreatechange content.

Keywords: On creativity and change, specific phrases on Engineering vs

other choices.

Key words: Manga Characters, “create”,

“change” and blogger content.

Higher

Lower

Conv

ersi

ons

Directs People to:

Bloggers, Creatures of Change (Manga) profiles – social media.

Directs People to:

www.ucreatechange.com

Search Marketing: Bringing it All Together

Directs People to:

www.ucreatechange.com

10% of visitors sign-up

or register for more information

Total Media Spend will create 181,812 Website Visits

0.2% % CTR$1.00 - $1.50 Search CPC

Media Awareness, Digital

& Search Impressions

Website Traffic

Registrations

50 Million paid impressions

61,905 CPC clicks

18,181 user sign-ups, becoming a “Creature of Change”

161,812 Web visitors (paid media)

20,000 Web visitors (from outdoor, viral, communications)

18,181 Registered “Creatures of Change”

Digital Display

Search Marketing

(Google & Yahoo!)

Forecast Results (as of July 2009)

Thank you.