In Singapore the younger generation generally find it hard to commit to marriage, often procrastinating in the hope of finding their ideal soul mate. This campaign was created by the Ministry of Community Development, Youth and Sports, a key ministry within the Singapore government, aimed to change people’s perceptions about what real love is; ultimately increasing the number of marriages and reducing divorce rates.By revolving the campaign around a television spot of a touching yet offbeat eulogy at a funeral, this campaign illustrated that only by embracing your partner’s imperfections can you truly experience love. In short, true and lasting love means finding perfection in imperfect people.Targeted at Singaporeans aged between 24 and 34, this campaign reached audiences via television, cinema and social media.A resounding success, the film was watched by over 2.7 million people (Singapore’s population is 4 million) in less than 20 weeks. Post research by Consumer Faces May 2009 showed that thanks to the campaign 8 out of 10 people were now more open to marriage and that 6 out of 10 people now appreciated their partner more. The campaign generated an estimated US$1.5 million worth of PR coverage.

The launch vehicle for the campaign was a three minute spot aired in cinemas and on national television on 5 April 2009. Influential bloggers and members of media were invited to a pre-release screening. We then launched the Beautifully Imperfect Facebook page on 7 April 2009. We encouraged couples to submit their own Beautifully Imperfect stories and photos, which culminated in a competition held at Sentosa Beach on 16 May 2009.

On an awareness level alone, this was Singapore’s most successful campaign – it was watched by over 2.7 million people (Singapore’s population is 4 million) in less than 20 weeks. On Facebook, the fan page drew over 17 million impressions, 17,900 fans, 120,000 unique visitors and more than 8,000 comments were posted. On YouTube the film was the 19th most favourite video in the world and 88th most watched globally in April 2009. Post research by Consumer Faces May 2009 showed that thanks to the campaign 8 out of 10 people were now more open to marriage and that 6 out of 10 people now appreciated their partner more. The entire campaign generated more than US$1.5 million worth of PR across television, print, magazine and radio.