Our Singapore Army (Our Army) is looking to turn the tables on army stereotypes with a new inspiring recruitment campaign.
Done in partnership with Tribal Worldwide Singapore (Tribal Worldwide), the campaign, “Anything But Regular”, aims to challenges and debunk the common misconceptions that may come along a career in the army.
Stereotyped such as being physically demanding, regimented, and having a male-dominated work environment, the campaign aims to help bring to light the different opportunities for adventure, personal development, and career advancement within Our Army for both men and women.
The campaign was kickstarted with the launch of a film featuring a female officer listening as her friends boast about their experiences at work. She then enters a time of reflection on her own experiences as an army regular. It juxtaposes a typical desk job with that of one in the army.
According to the agency, the film is the first in a three-part series that illustrates how an army career is anything but regular. The series will run on YouTube, Facebook, Instagram, LinkedIn, and TikTok, and will be supported by out-of-home (OOH) ads that also depict army scenarios in the field.
It also plans to highlight the stability, benefits and job security that an army career carries, similar to those of a conventional career. The next two instalments of the series will launch in 2024.
“People have certain impressions about army careers based on what they see or hear about National Service. Through the lens of our regulars, we hope to showcase the extraordinary, dynamic, and diverse experiences that army careers offer,” said COL Wong Pui Chuan, chief human resource officer at Our Singapore Army. “We are happy to partner with Tribal Worldwide on this campaign and bring this world of possibilities to all prospective regulars.”
“This campaign is rewriting the rules of military advertising. We’re incredibly honoured to partner with Our Singapore Army and exceptionally proud of what this campaign will achieve online and across social media,” said Benson Toh, executive creative director at Tribal Worldwide.
This collaboration follows the agency’s three-year appointment to handle the strategy, branding, digital and integrated campaign management for the organisation.
Tribal Worldwide was appointed the creative partner after a pitch for the three-year contract with the Army Recruitment Centre (ARC). The appointment comes shortly after the Singapore Army parted ways with independent integrated marketing communications agency Mandate Communications. The agency was first appointed in 1988 and handled work across advertising, branding and events.
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