Byravee Iyer
Jan 15, 2013

Ministry of Defence picks Wild Interactive for Total Defence campaign

SINGAPORE - Singapore-based independent agency Wild Interactive has picked up the digital and social duties for Total Defence.

Yeo Ai Ling
Yeo Ai Ling

The government organisation, part of the Ministry of Defence, called for a pitch in August 2012. VML Qais was the incumbent on the account. However, the agency did not participate in the pitch for Total Defence as it wanted to focus on ciNE65, a short-film competition for Singaporeans. Both Total Defence and ciNE65 are initiatives of Nexus, an organisation which raises awareness on defence issues. 

The Ministry of Defence also called for a public relations pitch. Independent agency Tate Anzur has secured Total Defence's PR duties.

Wild Interactive has begun developing the online engagement campaign for Total Defence 2013 around the theme ‘Will you stand with me?’

"Online engagement is a key focus for next year's Total Defence campaign,” said Lee Kai Xin, co-founder of Wild Interactive. “Besides driving positive online buzz, we have been tasked with increasing social participation and engagement through a campaign website, a Facebook app and influencer engagement,” he added.

"This is a big win for Wild Interactive and together with [the ministry], we want to engage Singaporeans on Total Defence, and, get them to understand that it is very much a part of our lives,” said Yeo Ai Ling, managing director and co-founder of Wild Interactive

The campaign will run for three months from January 2013.

 

Related Articles

Just Published

8 minutes ago

Igniting the spark: A how-to-guide for finding ...

Here’s how one native designer brings her full self to her creative work — and how you can, too.

17 hours ago

40 Under 40 2024: Mamaa Duker, VML

Notable achievements include leading VML through a momentous merger, helping to reel in big sales, and growing WPP’s ethnic and cultural diversity network by a mile.

17 hours ago

Will you let your children inherit a world without ...

A raw, unflinching look at the illegal wildlife trade, starring Ray Winstone, will force you to confront the horrifying truth... and act.

19 hours ago

Campaign CMO Outlook 2024: Why marketers still want ...

In the second part of the Outlook series, global marketers weigh in on Amazon Prime’s move into ad-tier streaming, how video-on-demand will reshape strategies, and where it's still falling short.