Grey Singapore has launched a campaign titled "KEEP OFF – Less Contact, Less Risk". The campaign is kicked off with a gamified tutorial to help parents around the world in getting their kids to adopt various steps into their daily play and hygiene routine. Done in collaboration with game developer Heartifact Studios, the tutorial comprises of multiple levels, and each level aims to educate the kids on one specific action to help keep COVID-19 away.
As part of the game, the kids get to choose their characters and are tasked to make sure their character follows and maintains hygiene steps to unlock to the next level. Each level illustrates key takeaways such as wearing masks, cleaning toys, social distancing, washing hands, and more. The game is accessible to everyone around the world and is available for all devices.
In a statement to Marketing, Aaron Phua, executive creative director, Grey Singapore, said it will be using its paid, owned, and earned channels to promote the gamified tutorial. He added that besides this digital engagement, there are also other types of tutorials that kids could get hold of and learn from in its pipeline. While this started off as part of its "Grey for Good" initiative, Phua said the agency has since received several interests in partnering for the tutorial to create something bigger.
According to the agency, the game serves as a utility to help parents and teachers in getting young children to adopt safe habits as they adapt to the new normal. This is done by introducing children to familiar scenarios they face daily. “Not for profit, no hidden brand agendas, just a simple effort to help those with little people running around the house or where they can’t always keep an eye on them - to adopt a new muscle memory,” Phua said.
This gamified tutorial came as some of the team members highlighted how their young ones don’t fully understand what the pandemic is about and sometimes struggle to follow instructions to stay as safe as possible from the virus. The agency then felt that something more effective was needed to get children to adhere to the hygiene messages and start following hygiene instructions as second nature.
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Earlier in May, Grey Singapore appointed Tramaine Teo as its new head of social. Teo was last with The Walt Disney Company as a brand manager. Prior to that, she was the senior social director at Digitas APAC. The agency also hired Cyrille Locatelli who joins as a data strategy lead for Grey Singapore and the broader AMEA region. He previously worked with Accenture Interactive and Wunderman Thompson.
Teo reports to Konstantin Popovic, Grey Group Singapore CEO, while Locatelli reports to Måns Tesch, APAC MENA chief strategy officer, Grey Group. “Teo and Locatelli will be critical in bringing our value proposition to life: Connecting Content to Commerce," Popovic said then.
Additionally, Grey Group also promoted Huma Qureshi to chief communications officer for Grey group, Asia-Pacific, Middle East, and Africa. As chief communications officer, Qureshi is tasked with further strengthening Grey’s presence and building on the agency’s global reputation.
Grey Singapore was also appointed in January 2020 by the Ministry of the Environment and Water Resources to spotlight the issue of food security through awareness campaigns for the Singapore Food Agency (SFA). In a multi-layered assignment that includes three through-the-line campaigns, Grey has been tasked to raise public awareness on how consumers can play their part in strengthening food security in the country.