Only 1 in 2 Singaporeans read more than one book per year. But while they don’t care much about reading, there’s something they DO care about: Self-growth and self-interest.
So, we changed the conversation from “read more” to “upgrade life skills with the power of words”.
We made people re-think how words can do anything, from making us outlive dead-end jobs to making us “sexier” by teaching us how to cook. And everything in between.
Results? Words had the power to change bad statistics:
- App downloads: +246,000 (23% more than previous years)
- eBook loans: 4.34 million (29% more than previous years)
- Library visits: Up 89% year-on-year
- Engagement: +34% more link clicks than targeted
Credits
Agency: Ogilvy / Geometry Singapore
Client: National Reading Movement
Product: Brand campaign 2019
ECD: Jorge Thauby
ACD / Writer: Julián Gutiérrez
ACD / AD: Andrés López
Agency: Ogilvy / Geometry Singapore
Client: National Reading Movement
Product: Brand campaign 2019
ECD: Jorge Thauby
ACD / Writer: Julián Gutiérrez
ACD / AD: Andrés López
Account Servicing: U-Lynn Lee
Production Company / Director: Primo / Sepia
Producer: Ann May Chua
