Car-sharing operator Car Club has appointed Hakuhodo Singapore to create an online campaign targeting Millennials. The campaign incorporated online videos and Facebook carousel and contests posts. This was in a bid to expand its database and change consumer perception.
According to a press statement on the move, the campaign draws insight from the philosophy of “sei-katsu-sha”, where target audiences are viewed as real people and not just economic entities. As such, this led to the agency adopting colloquial humour instead of hard-sell messaging to relate to a younger crowd.
Gary Ong, managing director of Car Club Singapore said that the company is at the beginning of a major social transformation as consumers move towards a car-lite society. As such, this is a common vision shared by both Hakuhodo and Car Club, which formed the foundation of its communications strategy.
“With their in-depth understanding of the mobile and online culture, we hope that the campaign will be well-received by our target audience, as well as generate buzz on social media. What better way to build awareness than with some local humour?” Ong added.
“While most of what we do should ultimately drive sales, we need to also recognise that this takes time as well as a variety of efforts. It’s testament to a good working relationship when clients like Car Club Singapore are able to understand this and give us free reign to do what we need,” Daphne Boey, associate digital director, Hakuhodo Singapore, said.