Republic of Singapore Navy: How the Navy turned 'crazy' into a desirable thing for Gen Z jobseekers

The Republic of Singapore Navy ran the campaign It's Not Crazy. It's the Navy to improve perceptions of naval careers and increase consideration.

Campaign details

Brand: Republic Of Singapore Navy Brand owner: Ministry of Defence, Singapore Entrant company: MullenLowe SingaporeIdea creation: MullenLowe Singapore Market: Singapore Sector: Military & emergency services Media channels: Online display, Content marketing, Outdoor, Out-of-home, Social media, Radio & audio, Public relations Budget: No budget

Executive summary

Singapore's falling birth rates made armed forces recruitment more critical than ever. Recruitment campaigns in the category look like Hollywood action films. Weapons? Explosions? Heroic people running about? High-tempo music? Check. These campaigns sought to speak to...

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