The Ministry of Culture, Community and Youth (MCCY) has four agencies vying for the integrated marketing and communication services open tender. According to Gebiz, these agencies are Ogilvy Singapore, Pico Art International, Singapore Press Holdings and Beknown.
The pitch was called for early this month, with an appointment period of one year, with an option to extend another. In a tender document seen by Marketing at the time, the chosen agency will be tasked to develop digital engagement strategies and social media activations as well as manage various social media platforms.
Through the appointment, MCCY aims to create a greater awareness about opportunities, resources, capabilities and networks for active citizenry. It also seeks to increase levels and depths of engagement with citizens to inspire attitudinal shifts and build a more caring society. It looks to achieve this by establishing a stronger link between online and offline engagements; as well as creating opportunities for the community to contribute their voices and co-create content on its platforms.
This comes as MCCY, which currently has a website, a Facebook page, and an Instagram account, considers expanding to other forms of communication platforms to engage the community in Singapore. One of MCCY’s creative Facebook execution includes the chatbot “Mr Woo”.
The government agency created a chatbot via Facebook called “Mr Woo” in tandem with the annual Hungry Ghost Festival last August. Aimed at interacting and educating users about the festival, the chatbot “Mr Woo” also posts images of himself “living” as a spirit in Singapore with catchy captions.