[August 2018: Top Creative] How Do You Know When There Are Rubbish Fires Going On?

Advertiser: Singapore Civil Defence Force
Agency: MediaCom Singapore
Product: Innity Responsive Over The Page

For those of you who are reading this right now, this ad campaign is going to enlighten you.

Recently, Singapore Civil Defence Force (SCDF) ran a PSA ad campaign with Innity to raise awareness on environmental fire safety and promoted their Community First Responders (CFRs) app, myResponder, that alerts members of the public to nearby fire cases. The campaign aimed to inform the public that many emergency fire cases could be attended to by the community sooner instead of waiting for the arrival of SCDF, with help from the alert assistance of the myResponder app.

For those of you who may not know, the SCDF is an organisation under the purview of the Ministry of Home Affairs in Singapore that provides fire-fighting, rescue and emergency medical services, and enforces regulations on fire safety and civil defence shelter matters to ensure that the nation is capable of handling any untoward eventualities.

The ad campaign utilised Innity’s Responsive Over the Page ad format accompanied by some easy-to-understand animated content with clear messages to capture and retain the audiences’ eyeballs. This ad format is cross-channel compatible, viewable on both web and mobile display. It would first expand into a full page layout with the animated content, and then end with a CTA to a landing page to find out more about the campaign’s subject.

Here’s the mobile version…