CASE STUDY: How Moove Media used cows as ambassadors of kindness

Background

This is the third year that Moove Media ran its landscape art campaign "Happy Cows & Hearts".

Aim

Moove Media wanted to promote graciousness and kindness amongst the public in Singapore. It also teamed up with the National Parks Board (NParks) to celebrate Singapore as a City in a Garden and '50 years of greening'.

Execution

The campaign took more than eight months of planning.

Moove Media worked with NParks to place 600 cows and 1,200 hearts (made of recycled plywood and fibreglass and printed with eco-solvent ink) in 50 locations around the city, including Raffles Place, Orchard Road, Esplanade, Fort Canning, Braddell and Sengkang.

Through a Facebook contest, members of the public stood a chance to win prizes if they shared photos of themselves with the cows and hearts.

They could also purchase a cow and a heart to support ComfortDelGro/Lions Befrienders’ Home Improvement Fund, which serves to improve the living conditions of elderly people residing in one-room flats.

Results

The campaign ran from 6 May to 9 June. A total of 600 cows and 1,200 hearts were placed in about 50 sites island wide. More than a dozen buses, 200 taxis and four North East Line train and bus interchanges carried the messages.

More than 800 entries were received for the contest, including 70 per cent through Facebook and 30 per cent via Instagram. The number of Facebook fans increased by 31.4 per cent.

Ten winners were announced at Moove Media’s 'Snap Happy Cows & Hearts Live Judging' event on 12 July.

So far, about 50 cows and hearts have been sold, raising more than S$10,000 (US$7,930).