Finding SGT Lim was the Navy’s own ‘Where’s Wally’ – 50-metre billboards were placed in high-traffic locations, and participants had to scour the billboards for SGT Lim (who was hidden amongst an ocean of decoys). They then had to capture the image on their camera phone and Bluetooth/SMS the coordinates to the Command Centre on the Navy Website – all for a chance to win amazing prizes.The campaign also employed push technology (automated Bluetooth message/SMS prompting approaching commuters to partake in the competition) and an interactive game on the website to create further connection with the brand.

The campaign outdid the expectations of our client and really hit a spot with our young tech-savvy audience. Over a 4 week period:6,303 Bluetooth entries3,296 SMS entries13,978 names collected on the websiteThe overall average message opt-in rate averaged at 35.72%, which is well above the industry average of about 18-20%.