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#MARKiesAwards 2021 case study: National Heritage Board brings Children's Season to the digital world

#MARKiesAwards 2021 case study: National Heritage Board brings Children's Season to the digital world

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Natonal Heritage Board, together with its agency, AP Media, tackeled the challenge of bringing Children Season 2020 to life amidst the pandemic. This led the duo to tap into the digital world, enabling a virtual exprience that was noted to be interactive and fun. Through its close-to-heart execution of creating a Virtual Museum Tour, it saw press coverage from various publications. This led the duo to bag the gold award to the Most Creative - Government Sector / Non-Profit Marketing at MARKETING-INTERACTIVE’s recent MARKies Awards 2021.

Challenge 

Children's Season brings arts culture and heritage experience to young museum visitors in Singapore. Through a variety of fun, experience and play for them to explore. Cultivating interest and awareness to the museum, as well as driving footfall.  In order to drive footfall to the museums, Children’s Season was conceived. With the pandemic happening, it was to be a digital virtual experience that can be interactive and fun, while at the same time, create interests in the young towards the arts & heritage culture. To define the digital museum experience it had to have a digital museum, it had to be interactive, and it had to showcase multiple local museums. 

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Strategy 

To achieve a close-to-heart concept, the Virtual Museum Tour is explored through the story of Ai and Friends, a local artist’s character, to discover their Hidden World in Singapore. By replicating each of the local museums in 360, users can visit each hotspot on the map that will bring them to an interactive 360 page where the local museum is brought to their homestead.

Execution 

By using gamification within the 360-digital museum, it was able to engage the audience through mini-games that explored the arts and heritage of Singapore. Users were welcomed into the digital portal through a login page for ease of tracking of data. By creating an animated map of Singapore with the various museums, it created attraction for the users to visit the museums and to interact with them.

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In each museum, users were greeted with a brief introduction of the location through a conversation between Ai and his grandfather through a short animation. Each museum was recreated in 360 for users to interact with and gamified to attract the younger audiences. With each gamification, it aimed to use different color and design scheme that enabled a different look and feel to each of the museum. With various museums, key attractions are featured to bring about new intrigue and curiosity for the younger audience to firstly see digitally and to build a sense of anticipation for what the museum can offer. Ai, a local touch for the arts and heritage culture featuring the local artist Peter Draw, the key factor was to attract the younger audience with a known local mascot that all can relate to. With each museum, it was able to reimagine them to be more colorful and attractive, using pastel themes to draw attraction on the map of the digital portal itself.

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Results 

Throughout the pandemic, there have been a high demand in pivoting and change in workflow as well as the way we approach different challenges. Through Children’s Season, we were able to use the digital space to recreate the physical, as well as enhance upon it to bring about a different level of immersion that the physical space could not achieve.

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FOR JANICE reference: 

http://custom.cvent.com/D9685B69B1C24D948646E7E9AECBC153/files/event/5c9a5f788988464a85266ab380d11e1d/efee449b25c345aab60a405bf6fa0e0ctmp.pdf

NHB, the Strategy can take from pg 4-11. The Result only the last page, though can tie back to pg 4 to sum up. Little details on data/figures, so I suppose you can keep it short with graphics they provided?

 

 

 

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