Racheal Lee
Dec 12, 2011

Singapore Army shares real-life stories

SINGAPORE - The Singapore Army has launched a campaign, entitled 'Army ops diary', to reach out and connect with both the general public, as well as potential new recruits, via agency Mandate Advertising International.

The campaign focuses on the achievements of the Army over the years. As it continues to upgrade and expand its practices and capabilities, it has participated in disaster relief ops, rebuilding and peacekeeping missions, while protecting the country.

To break away from expectations, the campaign tells compelling stories through real-life testimonials that could connect with, and touch the hearts of, the audience.

“We are grateful that the direction we took allowed us to pay tribute to the contribution and sacrifices made by our servicemen and women in defending our country’s sovereignty and security interests over the years. And above all, enabled us to offer a true and meaningful insight into what the Singapore Army is really capable of,” the agency said.

The media usage for this campaign includes broadcast channels targeted at parents with children aged 15 to 19; as well as newspapers, bus stop posters, super buses and youth publications for males aged 15 to 24.

The three-minute TVC was designed to create intrigue, offering insights into Army achievements and motivate the audience to follow the URL call-to-action to learn more.

The print advertisements, meanwhile, deliver messages about what training and taking part in a broad spectrum of ops offers leadership skills.


Creative director Desmond Kuah
Head of copy James Dickinson
Principal consultant (Digital) Paul Koh
Planning director William Char
Media director Alice Tan

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