OFF/ON: Everyday Technology that Changed Our Lives, 1970s – 2000s

Award: Gold

Award Year: 2023

Category: Experiential Marketing & Brand Experience: Live, Digital, Live + Digital

Executive Summary

Challenge: National Museum of Singapore was losing share of Singaporeans’ attention to other leisure and recreational attractions. 

Insight: Singaporeans are constantly hunting for new places to visit, turning to platforms like TikTok and Instagram for discovery.

Strategy: Design an immersive experience for all to appreciate Singapore’s history by appealing to the nostalgia economy and social media gratification. We created an immersive museum experience for visitors, appealing to their yearning for nostalgia economy.

Result: NMS became one of Singapore’s must-see attractions during the exhibit, attracting large crowds and revitalising the museum.

Lead Agency

BLKJ HAVAS

Rowena Bhagchandani, CEO

Vanessa Aguirre Tan, Account Director

Fiona Huang, General Manager

Amanda Ong, Senior Art Director

Lyla Huang, Senior Copywriter

Gilda Lim, Art Director

Serin Yoo, Junior Art Director

Sheryl Tham, Events Producer

Abigail Ng, Events Producer

Isabelle Cheo, Account Executive

Candy Chang, Studio Manager

Client

National Museum Singapore

Jonathan Goh, Assistant Director, Strategic Marketing & Communications