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SUB CATEGORY :
USE OF NON-FICTION FILM
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COMPANY ENTERING :
EDELMAN SINGAPORE, SINGAPORE
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TITLE :
THE PERFECT VOICEOVERS
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BRAND :
CAUSES FOR ANIMALS SINGAPORE
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ADVERTISER :
CAUSES FOR ANIMALS SINGAPORE
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AGENCY :
EDELMAN, SINGAPORE
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EXECUTIVE CREATIVE DIRECTOR :
VICTOR NG
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COPYWRITER :
VICTOR NG
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ART DIRECTOR :
WERN KEE LIM/YI RONG
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JUNIOR DESIGNER :
WEI HAO LAM
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EDITOR :
YI RONG
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FILM PRODUCTION COMPANY :
THE FLOATING FOLKS, SINGAPORE
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DIRECTOR :
AL-AZMIR IBRAHIM
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FILM PRODUCER :
ZIYU LIM
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SOUND PRODUCTION COMPANY :
32BIT RECORDING STUDIO, SINGAPORE
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SOUND ENGINEER :
ROSS AHMAD
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CAMPAIGN SUMMARY :
NOBODY’S PERFECT. PEOPLE WHO HAVE BEEN THROUGH ADVERSITY IN LIFE ARE NOT JUST ACCEPTED, THEY ARE CELEBRATED. WHY NOT SHELTER ANIMALS – MANY OF WHICH HAVE BEEN THROUGH SIMILAR ADVERSITIES THEMSELVES? IN SHORT, IF WE DON’T HAVE TO BE PERFECT, WHY SHOULD THEY BE? WE ENLISTED A LINE-UP OF PEOPLE WHO HAVE BEEN PREVIOUSLY PROFILED ON MEDIA FOR OVERCOMING AN EXTREMELY CHALLENGING PAST. THESE INCLUDED A PARALYMPIC SWIMMER,
A SUCCESSFUL TECH STARTUP ENTREPRENEUR, A TEDX SPEAKER,
A COMMONWEALTH GAMES POWERLIFTER, AND OTHER NOTABLE INDIVIDUALS. THEIR TASK? TO DO A VOICE RECORDING SESSION IN WHICH THEY WILL NARRATE LIFE STORIES OF REAL SHELTER DOGS.
STORIES THEY CAN RELATE TO LIKE NONE OTHER. WE PRODUCED A MAKING-OF VIDEO OF THE RECORDING AND 9 VIDEOS FEATURING REAL STORIES OF SHELTER DOGS. THESE VIDEOS WERE SHARED ON SOCIAL MEDIA, DRIVING ADOPTION ENQUIRIES TO OUR FIVE PARTNER SHELTERS.
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THE BRIEF :
ACCORDING TO SPCA, OVER 1.5 MILLION SHELTER DOGS ARE EUTHANIZED EVERY YEAR. THIS IS MAINLY BECAUSE 3 IN 4 HOUSEHOLDS PREFER TO BUY A PET FROM A STORE INSTEAD OF ADOPTING ONE FROM A SHELTER. PEOPLE DO NOT ADOPT SHELTER DOGS BECAUSE OF THE PERCEPTION THAT THERE IS SOMETHING WRONG WITH THEM – BECAUSE THEY WERE ABANDONED, SICK OR DAMAGED IN SOME WAY. OUR OBJECTIVE WAS TO ORIGINATE A CAMPAIGN TO CHANGE THE PERCEPTION THAT SHELTER DOGS ARE FLAWED, OR IMPERFECT COMPARED TO ANIMALS SOLD AT PET STORES.
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THE STRATEGY :
MAINSTREAM MEDIA OFTEN PROFILES PEOPLE WHO HAVE BEEN THROUGH ADVERSITY IN LIFE, PORTRAYING THEM NOT AS IMPERFECT PEOPLE WITH A PAST, BUT AS SURVIVORS OF LIFE’S CHALLENGES WHO ARE WORTHY OF BEING CELEBRATED. WHY NOT SHELTER ANIMALS – MANY OF WHICH HAVE BEEN THROUGH SIMILAR ADVERSITIES THEMSELVES? THE KEY MESSAGE BEHIND OUR CAMPAIGN BECAME: “IF WE DON’T HAVE TO BE PERFECT, WHY SHOULD THEY BE?” OUR STRATEGY REVOLVED AROUND LEVERAGING OUR VOICE TALENTS, WHO ARE ALREADY OF INTEREST TO MAINSTREAM MEDIA – AMPLIFIED WITH SOCIAL INFLUENCERS AND PASSIONATE ANIMAL ADVOCACY GROUPS.
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THE EXECUTION :
WITH A ZERO-BUDGET IN PAID MEDIA, IMPLEMENTATION BEGAN WITH INFLUENCER OUTREACH – NOT PAID ENGAGEMENTS, BUT PURELY ON
A PRO-BONO BASIS – FURTHER STRESS-TESTING THE EMOTIONAL APPEAL OF OUR CONTENT. WE IDENTIFIED SOCIAL MEDIA INFLUENCERS WITH DEEP AFFINITY FOR RESCUED PETS (IN PARTICULAR ADOPTED DOGS) AND OTHER ANIMAL LOVERS. ANIMAL LOVERS GROUPS WERE ALSO MADE PART OF AMPLIFICATION ON SOCIAL MEDIA, WIDENING THE REACH TO THE LOCAL MARKET. THE MAIN PIECE OF THE CAMPAIGN, A 4-MINUTE MAKING-OF FILM WAS SEEDED TO THOSE WHO ACTED AS AMBASSADORS TO THE CAMPAIGN.
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THE RESULT :
BECAME THE LARGEST CROSS-SHELTER COLLABORATION IN ASIA – RALLYING 15 SHELTERS IN COUNTRIES SUCH AS CHINA, JAPAN, INDONESIA, PHILIPPINES, VIETNAM, CAMBODIA AND SINGAPORE. WITH ZERO DOLLARS SPENT ON MEDIA BUY, THE CAMPAIGN HIT 5.2 MILLION IMPRESSIONS WITHIN THE FIRST 2 WEEKS. POSITIVE COVERAGE LED TO RADIO INTERVIEWS AND PRESS WRITE-UPS – AMPLIFYING REACH TO 3.5 MILLION PEOPLE OF THE LOCAL POPULATION (REPRESENTING A 60% MARKET REACH). SHARING ON SOCIAL LED BY INFLUENCERS REACHED A FURTHER 658,889 PEOPLE GLOBALLY, WITH ENGAGEMENT RATES AVERAGING 54%.
$0 WAS SPENT ON MEDIA OR INFLUENCER ENGAGEMENT. ADOPTION ENQUIRIES INCREASED BY 21%.
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