SUB CATEGORY :

USE OF DIGITAL PLATFORMS

COMPANY ENTERING :

BBDO SINGAPORE, SINGAPORE

TITLE :

POWER OF CARE FORTNITE

BRAND :

MINISTRY OF HEALTH HOLDINGS

ADVERTISER :

MINISTRY OF HEALTH HOLDINGS

AGENCY :

BBDO SINGAPORE PTE LTD., SINGAPORE/
LIVEWIRE, SYDNEY

CHAIRMAN :

TAY GUAN HIN (BBDO)

GLOBAL CHIEF INNOVATION OFFICER :

GARETH LEEDING (LIVEWIRE)

CHIEF EXECUTIVE OFFICER :

MELVIN KUEK (BBDO)

CO-FOUNDER, PUBLISHER & PARTNERSHIPS :

BRAD MANUEL (LIVEWIRE)

MANAGING DIRECTOR :

MELVIN KUEK (BBDO)

CHIEF CREATIVE OFFICER :

TAY GUAN HIN (BBDO)

GLOBAL CREATIVE DIRECTOR :

ROB JAMES (LIVEWIRE)

CREATIVE DIRECTOR :

IVAN NG (BBDO)/AMANDAR LER (BBDO)

ART DIRECTOR :

AMANDA LER (BBDO)

COPYWRITER :

IVAN NG (BBDO)

GRAPHIC DESIGNER :

MARK CONRAD (LIVEWIRE)

CLIENT SOLUTION LEAD :

ANDREW WRAY (LIVEWIRE)

ACCOUNT DIRECTOR :

ANNABELLE TAN (BBDO)

BUSINESS STRATEGY DIRECTOR :

ANNABELLE TAN (BBDO)

STRATEGIC PLANNER :

SHERMAINE LAW (BBDO)

HEAD OF STRATEGY, ANZ :

CHRIS JOHNSTON (LIVEWIRE)

HEAD OF STRATEGY, SEA :

ABDUL RAHMAN (LIVEWIRE)

HEAD OF MEDIA MONETISATION APAC :

MARCUS WONG (LIVEWIRE)

CAMPAIGN SUMMARY :

The Ministry of Health Holdings Singapore faced a challenge in attracting Gen Z to healthcare careers. To tackle this, they innovatively approached the popular game Fortnite, a platform known for its battle-centric gameplay. Recognizing that Fortnite's usual focus on combat might not align with healthcare's ethos, the Ministry creatively transformed the game's rules. They developed a unique Fortnite Creative map, set in a virtual Marina of Singapore, where the gameplay was centred around healing rather than combat.
This map featured three specific challenges designed to engage players in healthcare-related activities, emphasizing the importance and impact of healing and care. The Ministry collaborated with prominent Twitch streamers to further boost the campaign's reach and influence. These influencers played a crucial role in amplifying the campaign's message and reach among Gen Z audiences, a demographic highly active on streaming platforms.
Additionally, the campaign facilitated the involvement of real healthcare professionals, who shared their insights and experiences. This added authenticity to the campaign and provided Gen Z with real-world perspectives on healthcare careers. By turning the concept of a battle game on its head and focusing on healing, the Ministry successfully reintroduced the healthcare industry to the minds of Gen Z, showcasing the rewarding and positive aspects of a healthcare career.

CREATIVITY/IDEA/INSIGHT :

To get the next generation to consider a healthcare career, MOHH embarked on a transformative journey to ignite a passion for caring among the youth.
Recognizing the need to meet them where they are, we seamlessly integrated the profound essence of care into the world of gaming. Through a revolutionary reimagination of Fortnite, we flipped the game's rules and crafted an immersive experience that entertained and enlightened Gen Zs.
The exhilaration of saving lives replaced the thrill of virtual combat, revealing the profound impact and joy that a healthcare career can offer. By reshaping the narrative, MOHH kindled a flame of curiosity and sparked conversation among the youth. This innovative approach not only opened the perspective of an entire generation but brought the healthcare industry back into the minds of the youth.

STRATEGY :

Addressing the disparity in career consideration within the healthcare industry compared to other sectors requires a strategic reevaluation. Recognizing the influence of Fortnite as a prevalent platform for the youth, we strategically positioned ourselves to reshape perceptions. Leveraging the popularity of this online game, we engineered a distinctive and innovative experience to seamlessly integrate the discourse on healthcare careers into a space that resonates with the younger demographic.
Collaborating with influential Twitch streamers further bolstered our approach, facilitating authentic conversations about healthcare careers. This calculated activation sparked genuine discussions and strategically reinstated healthcare careers at the forefront of the Gen Z mindset. Our analytical approach extended beyond mere engagement; it strategically instigated a thoughtful consideration of meaningful career paths, thereby fostering a paradigm shift in the perception of healthcare professions among the youth.

EXECUTION :

Embarking on an exhilarating journey of innovation, MOHH harnessed the dynamic potential of Fortnite Creative Mode to redefine the gaming landscape. In a groundbreaking move, we flipped the very essence of Fortnite, transforming the rules to amplify the thrill of healing over traditional combat. This concept positions healing as the ultimate power, reshaping player dynamics and redefining victory.
Our initiative boasts global significance as one of the pioneering map executions leveraging Unreal Editor for Fortnite worldwide. This allowed us to recreate the picturesque Marina landscape of Singapore with unparalleled precision, elevating the gaming experience to unprecedented heights. The beautiful map unfolds across three exhilarating levels. Players are propelled into a heart-pounding challenge, where strategic healing manoeuvres using ‘chug splashes’ become the key to conquering the finishing line, all while navigating treacherous environmental hazards. For the first time, players experienced Fortnite in uncharted realms of excitement and ingenuity.

RESULT :

More than just numbers, these achievements signify a shift in perception. The excitement traditionally associated with virtual combat was replaced by the thrill of saving lives, underscoring the joy and impact a career in healthcare can have. Our approach not only sparked curiosity and conversation among young people but also repositioned the healthcare industry in their minds, opening up new perspectives for an entire generation.
Over 387,000 acts of healing were performed in the game, indicating a solid engagement with the healthcare aspect.
Players dedicated 432 hours to gameplay, a testament to the experience's captivating nature.
Our custom map outperformed the average benchmark by an impressive 415%, underscoring the effectiveness of our approach.
We garnered 3.48 million impressions, reflecting the broad reach of our initiative.
Live streaming drew in 13,000 views, indicating high interest in real-time interaction.
Users watched our content on TikTok for 669 hours, showing significant engagement on this platform.
Our efforts yielded 289,000 organic social media impressions, demonstrating the initiative's viral appeal.

URL :

https://www.youtube.com/embed/lyl0EQ5udRA