Sophie Chen
Jul 18, 2013

CASE STUDY: How Moove Media used cows as ambassadors of kindness

Moove Media, the advertising arm of ComfortDelGro, launched a 'Happy Cows & Hearts' campaign and Facebook contest to promote graciousness and kindness.

Happy Cows at the Esplanade
Happy Cows at the Esplanade

Background

This is the third year that Moove Media ran its landscape art campaign "Happy Cows & Hearts".

Aim

Moove Media wanted to promote graciousness and kindness amongst the public in Singapore. It also teamed up with the National Parks Board (NParks) to celebrate Singapore as a City in a Garden and '50 years of greening'.

Execution

The campaign took more than eight months of planning.

Moove Media worked with NParks to place 600 cows and 1,200 hearts (made of recycled plywood and fibreglass and printed with eco-solvent ink) in 50 locations around the city, including Raffles Place, Orchard Road, Esplanade, Fort Canning, Braddell and Sengkang.

Through a Facebook contest, members of the public stood a chance to win prizes if they shared photos of themselves with the cows and hearts.

They could also purchase a cow and a heart to support ComfortDelGro/Lions Befrienders’ Home Improvement Fund, which serves to improve the living conditions of elderly people residing in one-room flats.

Results

The campaign ran from 6 May to 9 June. A total of 600 cows and 1,200 hearts were placed in about 50 sites island wide. More than a dozen buses, 200 taxis and four North East Line train and bus interchanges carried the messages.

More than 800 entries were received for the contest, including 70 per cent through Facebook and 30 per cent via Instagram. The number of Facebook fans increased by 31.4 per cent.

Ten winners were announced at Moove Media’s 'Snap Happy Cows & Hearts Live Judging' event on 12 July.

So far, about 50 cows and hearts have been sold, raising more than S$10,000 (US$7,930).

Related Articles

Just Published

6 hours ago

Unflinching sexual-violence campaign conveys harsh ...

One in seven Hong Kong women has been the victim of sexual violence, says a hard-hitting campaign for local organisation Rainlily by Dentsu International agencies.

6 hours ago

Campaign Crash Course: How to create an effective ...

While most agencies have historically focused on the massive opportunity to provide marketing services for consumer-facing clients, there has been a recent surge in interest in the B2B arena. Here are important pointers on cracking B2B marketing.

6 hours ago

Which UN Sustainable Development Goals matter most ...

TOP OF THE CHARTS: Finding decent work, economic growth, reducing inequality and climate action all rank highly. See which UN SDGs are of highest concern in Australia, China, Hong Kong and Singapore.

7 hours ago

The Malaysian artist who ‘paints without a brush’

INSPIRATION STATION: Red Hong Yi has been making waves with stunning, thoughtful pieces using everyday objects.