UCreateChange: Changing the Perceptions of Engineering as a desired study choice for 16 – 18 year olds in Singapore. A marketing case study, presented by Neo@Ogilvy in 2009.

1. UCreateChange:
Changing the Perceptions of
Engineering as a desired study choice for
16 – 18 year olds in Singapore

2. Campaign Summary
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

3. Focusing on 16 – 18 Year Olds
Younger Schoolers
Target Audience
Secondary schoolers, aged 13
– 15, who are interested/or could
be interested on the course of
Engineering.
Graduating 16 – 18 year olds in
Singapore who have an interest
in creativity, innovation and
aspects of engineering.
Engineering
Campaign
Family/Peers
Influencers in the decisionmaking process of choosing
courses of study.

4. Four Phases Of The Campaign
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Apr - Sept
Exams
Holidays
Decision-making
School
Awareness
Discovery
Actively Seeking
Advice
Re-engagement
Ambient in
Study Areas
Digital
(IM, Email, Search)
Digital
(IM, Email, Search)
Website
Outdoor
Outside Schools
Outdoor
In Social Areas
Website
Blogger
Engagement
Inside Schools
Blogger
Engagement
Blogger
Engagement
Radio
Ambient in
Social Areas
Open Houses

5. Awareness Phase – “e” icon
In schools
Bus Shelters outside schools
Sept
Oct
Exams
Awareness
Nov
Dec
Holidays
Discovery
Jan
Feb
Mar
Decision-making
Actively Seeking Advice

6. Awareness Phase – “e” icon
National Libraries
Radio Live Reads
Sept
Oct
Exams
Awareness
Nov
Dec
Holidays
Discovery
Jan
Feb
Mar
Decision-making
Actively Seeking Advice

7. Discovery Phase – “Create” and “Change”
National Libraries
At bus shelters
Sept
Oct
Exams
Awareness
Nov
Dec
Holidays
Discovery
Jan
Feb
Mar
Decision-making
Actively Seeking Advice

8. Discovery Phase – Manga Characters
Clang
Wowzer
Bangles
Kai
Flud
Introducing The Creatures of Change
Sept
Oct
Exams
Awareness
Nov
Dec
Holidays
Discovery
Jan
Feb
Mar
Decision-making
Actively Seeking Advice

9. Discovery Phase – Ambient
Youth Hangouts – Orchard Cineleisure, Far East Plaza and Heeren
Sept
Oct
Exams
Awareness
Nov
Dec
Holidays
Discovery
Jan
Feb
Mar
Decision-making
Actively Seeking Advice

10. Discovery Phase – Social Media
Social Networking sites – Facebook and Friendster
Sept
Oct
Exams
Awareness
Nov
Dec
Holidays
Discovery
Jan
Feb
Mar
Decision-making
Actively Seeking Advice

11. Discovery Phase – Blogger Engagement
Interim Sign-up holding page for ucreatechange.com
Digital Influence /
Blogger Engagement
Sept
Oct
Exams
Awareness
Nov
Dec
Holidays
Discovery
Jan
Feb
Mar
Decision-making
Actively Seeking Advice

12. Decision Making Phase – ucreatechange.com
Sept
Oct
Exams
Awareness
Nov
Dec
Holidays
Discovery
Jan
Feb
Mar
Decision-making
Actively Seeking Advice

13. Search Marketing: Bringing it All Together
Lowe
Awareness
r
Key words: Manga Characters,
“create”,
s
“change” and blogger content.
on
nversi
Co
Consideration
Keywords: On creativity and change,
specific phrases on Engineering vs
other choices.
r
Hi g h e
Decision-Making
Keywords: Specific Phrases
About Engineering, Events,
ucreatechange content.
Directs People to:
Bloggers, Creatures of Change
(Manga) profiles – social
media.
Directs People to:
www.ucreatechange.com
Directs People to:
www.ucreatechange.com

14. Forecast Results (as of July 2009)
Total Media Spend will create 181,812 Website Visits
50 Million paid impressions
61,905 CPC clicks
Digital Display
Search Marketing
(Google & Yahoo!)
Media Awareness, Digital
& Search Impressions
161,812 Web visitors (paid media)
20,000 Web visitors (from outdoor,
viral, communications)
Website Traffic
0.2% % CTR
$1.00 - $1.50 Search CPC
Registrations
18,181 user sign-ups, becoming a
“Creature of Change”
10% of visitors sign-up
or register for more information
18,181 Registered “Creatures of Change”

15. Thank you.