Ministry of Communications and Information

THE BRIEF

Increase MCI brand awareness to recruit 1) students seeking scholarships and 2) executives seeking a mid-career change, with a:

1. Strategic branding plan to drive recruitment
2. Campaign that highlights the unique selling points of an MCI career, as distinct from others in the public and private sector

THE IDEA

Drawing inspiration from MCI's iconic facade, we conceptualised an integrated campaign - 'Your Window To More'.

Materials ranged from recruitment brochures and pull-up banners to social media static and video posts. Target audience segmentation was differentiated through the 2 window motifs, arched and rectangular, found within the historic architecture

RECRUITMENT BROCHURES & PULL-UP BANNERS

SOCIAL POSTS

THE EXECUTION

For authenticity, real MCI personnel were featured on recruitment materials. A colourful swirl symbolised the vibrant and exciting MCI culture, and served as a platform to showcase daily working life and attractive prospects.

In the style of Q&A interviews, video content highlighted the attractive working space and engaging personalities of those who worked there. While giving a slice-of-life window into the working life at MCI, critical recruitment points were conveyed.