Stay switched on or you could be like Janet

In this campaign from Y&R Singapore, Health supplement Brand’s Essence of Chicken is advising young people to ‘Stay Switched On, Stay Open to Opportunities’, Encompassing television, print, outdoor and on-pack, the campaign shows the positive opportunities that can be missed when you don’t stay alert.

VIEW THE TVC

The TVC shares the cautionary tale of aspiring young actress Janet, who could have been the star of action movie ‘The Beautiful Spy’, if she been alert enough to spot the clues when sharing an elevator with the film’s director. The movie’s female star is then seen drinking the health tonic as Janet can only look on in wistful admiration.

Print and on-pack advertising carries competitions in which alert contestants can win $30,000 worth of cash and prizes. Outdoor specifically targets bus-stops near schools and colleges, with messages specially customised to reach students and young people – alerting them to opportunities in their everyday lives. There is also a dedicated Facebook page where young people can engage with the brand with light-hearted videos and puzzles testing mental agility.

The latest campaign is an evolution from last year’s ‘Blur or Not?‘ spots which conducted a series of social experiments into people’s alertness, or lack of it. The ‘Blur or Not?’ Brand’s Alertness Experiment campaign has just been named a Finalist in the Singapore Effies 2012, in  the Beverages (Non-Alcohol) category.

“We are obviously very proud of Brand’s Essence of Chicken’s strong 175-year heritage,” commented Josephine Soh, Manager, Marketing, Cerebos Pacific Limited. “And this campaign aims to build on that heritage by highlighting how consuming Brands on a regular basis can help improve mental agility and alertness, sharpening younger consumers’ abilities to stay switched on and be aware of the many opportunities open to them.”

“Having been around for over 175 years, Brand’s Essence of Chicken had been perceived as a traditional brand for older consumers. This campaign highlights the benefits of the brand in a way that is fun and relevant to younger consumers,” added Soohan Han, regional associate account director at Y&R Singapore.

Credits – Head of copy: Adam Miranda. Copywriter: Matt Grim. Art Directors: Dian Widjaja, Jules Kim. Producer: Michelle Tan. Planner: Hari Ramanathan. Account Management: Rachelyn Gordon, Camellia Tan, Soohan Han.