Innovative Recruitment Campaign in Singapore

April 12, 2013 - PRLog -- Students from the polytechnics and universities in Singapore found an interesting marketing campaign in their campus when they visit the canteens recently.

Cups Media, partnered the Singapore Police Force, created a power advertising message on the quality paper cups, and distributed them to the canteens of the local education institutions.

To these Gen Y, Singapore Police Force is not an unfamiliar name, although they may not have considered joining the organization upon their graduation.

Cups Media is Singapore first and only free cups advertising company. Leveraging on the Free Cups Campaign ™ introduced by Cups Media, the Singapore Police Force printed their recruitment messages on the paper cups. The cups are not only displayed at the canteens, but they are also brought into the conference halls, lecture theatres and tutorial rooms by the students.  These marketing messages are seen, held and touched by the students as they are drinking their beverages.

The movement had integrated well with other effort and created a huge “WOW” for many –  including students, graduates, parents and lecturers. As highlighted by Stanley from one Polytechnic, he said, “Police Force message is everywhere. I saw the advertisement at the bus-stop on my way to school; I saw it again in the MRT station when I go to town and now, I see it in my school canteen!”

Four different designs of the paper cups were distributed to various tertiary education institutions in a 11-week marketing movement. They have also incorporated a SMS marketing campaign, on the paper cups, to encourage students to participate.  

The result was terrific and they had received participation from more than 300 students from various institutions and a variety of faculties including: School of Engineering, School of Information Technology, School of Health Science and School of Chemical and Life Science. In addition, 10 lucky participants also received a new iPod from Cups Media.

The Managing Director of Cups Media, Ms. Joelle Goh, was excited about the success of the results. She added, “Consumers are now faced with infinite number of options. Faced with a constant distraction from online and offline campaigns, consumers develop a browsing culture, where they do not and cannot afford to spend too much time and attention in any particular product. We are happy to hear that this marketing movement by the Singapore Police Force is a huge success.”

Not only that it created a huge wow in the faculty, the message on the paper cups has also positively impacted many in an unanticipated way. Hui Min of another Polytechnic noted, “I was quite nervous about an upcoming quiz sometime back. It is a coincidence that my friend happened to be drinking from the ‘Courage’ cup. She offered me the cup and told me ‘Don’t be nervous about the quiz. Be brave and be courageous’. The ‘Courage’ cup does speak to me in a way.”