Emotional appeal for Singapore Army blitz

<P>Complementing last year's push to align itself with sophisticated technology, the Singapore Army's newest corporate brand campaign makes a complete 180-degree turn by putting the spotlight on its people. </P> <P>"(Last year's campaign) was focused on communicating the innovation and evolution of systems and technology in advancing the operational capabilities of our army," said David Pang, head of the Army Recruitment Centre. </P> <P>(Our new campaign) draws focus to the 'heartware' of the army - the people. It is a timely conduit for us to communicate that our people are core to the army's transformation."  </P> <P>Last year's 'Breaking new ground' platform, created by retainer agency Mandate Advertising, assembled slick images of precision technology and advanced network systems to portray the Army as an advanced, next-generation fighting force (Media, 29 July 2005).To launch its new platform, 'L.I.V.E. to be your best', the brief required an advertising campaign which captured the determination and will of army personnel in overcoming adversity. </P> <P>Mandate produced a series of illustrations that personify the army, through faces and stories."The creative strategy of the campaign was anchored on the backdrop of a soldier running a marathon, with flashbacks of his experiences in the army," said William Char, strategic development director, Mandate. "Via storytelling, the campaign was designed to inspire the audience to live their best."</P> <P>The above-the-line rollout, includes print, TV and cinema. Mandate is now executing its below-the-line push, which will be displayed across trains, busses and bus shelters. </P> <P>As a corporate branding exercise, the campaign targets internal and external stakeholders. Furthermore, Char added, "a strong corporate brand is a pre-requisite in attracting the best talents". </P> <P>According to Pang, the corporate branding exercise was, "designed to reinforce core messages to internal audiences, while showcasing the advancement of the Army to both internal and external stakeholders." </P> <P>Char also added that, "a strong corporate brand is a pre-requisite in attracting the best talents".<BR></P>