Winning dead-serious exam season by being very un-serious – all on a $0 media budget.​

 

The lead-up to the ‘A’ Levels sees prospective employers compete for the attention and affections of graduating students to drive career consideration. The Republic of Singapore Navy is no exception – but it must do so with a fiscally-responsible (read: highly conservative) budget.
 

Instead of trying to beat the deep-pocketed competition at their game of plying stressed-out students with blandly-branded swag destined for obscurity (or the bin), we launched Naval Affirmations, a digital sticker pack worthy which took the edge off exam season and stole some hearts along the way.

PS: It was our residential gen-z who approved this idea #nocap