The key objective was to mark the anniversary and to commemorate IBM's contribution to the development of the nation. The challenge lies in convincing the client to veer away from the usual anniversary ad and to deliver a message that is both relatable and interesting to Singaporeans.

Singapore 60/60 Exhibit is an online experience that showcases the key milestones in IBM and Singapore‘s history over 60 years. That progress has been so rapid that many citizens take it for granted. The site explores milestones in themes like urban planning, technology, healthcare, mobile, and computing for every year since 1953, and matches them to predictions 60 years into the future.

Since its launch, the Singapore 60/60 Exhibit enjoyed a high influx of online traffic, exceeding the average industry standard for site visits by 1900%*

The high traffic volume substantiates the fact that the content found in Singapore 60/60 Exhibit was highly engaging. Visitors were spending an average of 3:09 minutes per visit and reading, on average, 14 pages per visit. That’s 7 times more pages read than even the best tech site in Singapore, Hardware zone**

*Taken from comscore (Jan ’14)