To better prepare and engage the Singaporean citizenry towards a more digital future, one of the keys issues was to enable older and younger Singaporeans feel confident and interested in using digital platforms and services. The Singapore Government's Smart Nation team thus partnered with Big 3 to solve this problem. To help Singaporeans feel included and confident about digital technologies, the "Smart Ah Ma" character was invented to create affinity with the target audience, lower the age stigma of embracing new technologies and introduce the various Smart Nation initiatives. The campaign included a 6 part web series, Webinars, OOH deployments and various communication materials.

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Solutions Included:

• Integrated Marketing Campaigns
• Creative Campaign Ideation
• Media Strategy
• Customer Journey Mapping
• Creative Consulting
• Content Ideation
• Media Production

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