Client: Workplace Safety & Health
Agency: Gyro/Merkle B2B
Executive Creative Director: Theophileus Tan
Creative Director: Geraldine Oh
Creative Group Head: Kenny Foong
The ask was to think of a big campaign to refresh WSH’s “Take Time To Take Care” proposition, stay relevant to COVID-19, and be distinctly bold in the government ad space.
So we thought of an idea that would feature some quirky characters: a sleepy work zombie driving a forklift, a perpetually-ill office worker encased in a tissue box, and a dehydrated raisin in a production line-up–all of whom are headed for disaster at their workplace.
The integrated campaign was fleshed out as a series of videos on YouTube, and the quirky personas are brought alive as fun cartoon characters on WSH’s website.
We thought it’ll drive more engagement too if these characters are part of a quiz on the site–where one will be asked to answer a few questions that would determine if he or she was more of sleepy zombie or a sneezy tissue box at work. After which, there will be specific tips on helping them to be healthier and safer at work.
The campaign not only saw a significant increase in click throughs, engagement, and traffic to site, it also gained free publicity and traction on Channel News Asia during prime time.