Ministry of National Development raises awareness about HDB schemes with new housing campaign

The Ministry of National Development's (MND) new campaign titled "Your Housing Journey", aims to make Singaporeans more aware of the HDB schemes and grants available. This is in a bid to make their first home purchases more affordable and enable owners to know how they can monetise their HDB flats in their silver years.

The campaign is based on the insight that a HDB flat is more than just a home, and is where most Singaporeans experience their life journeys with pivotal milestones that mark momentous occasions in their lives. Led by a TVC execution with a soundtrack “I’m Coming Home”, the story traces the journey of a boy and girl – from new neighbours, through a teenage crush, that eventually blossoms into lifelong romance, marriage, children, growing older together – all inter-woven against the backdrop of their HDB flat through the passage of time.

The campaign is developed by Formul8 with Type A handling the social campaign. Moving Bits is the TVC production partner and photography for campaign key visuals was tasked to A-Pixels. Wavemaker is handling media strategy and buys. Meanwhile, Pre and post-campaign research is handled by research partner AntzWorkz.

While the TVC drives broader awareness of campaign, the specific schemes, grants and options available to first time-home buyers and the older target audience is amplified through targeted print ads, digital and social ads, content partnerships with social media partners to drive engagement, awareness and action. The call-to-action for all communication drives to the interactive campaign digital hub, where the target audience can use the various tools to understand the customised options available to them based on their requirements.

Formul8 was appointed as the advertising agency by MND in September 2017 after a pitch was undertaken, with DDB Singapore as the previous incumbent. The campaign will be expected to run till the end of August 2018.