How Pictionary Singapore engaged a nation via a social media campaign created by VML Qais

Mattel Southeast Asia teamed with digitally-led marketing agency VML Qais to launch the new Singapore version of family classic Pictionary, resulting in a 20% uplift in sales. Mattel had proudly produced Pictionary Singapore, a local version of its family favourite containing famous Singapore landmarks, dishes and of course words from inimitable local slang ‘Singlish and launched it in the lead up to Singapore’s National Day 49th birthday on Saturday 9th August 2014.

VML Qais had just four weeks to generate buzz and genuine engagement in the run up to Pictionary Singapore’s National Day launch. Given the importance of this national holiday, and significant activity around the annual parade and live telecast, traditional advertising tends to be cluttered. Brand messaging tends to utilise print and TV to either wish Singapore a Happy Birthday, or to wish Singaporeans a Happy National Day. The challenge was to engage people and brands in a meaningful way. The agency’s scope of work included campaign strategy and implementation; art direction, content creation and community management/engagement; media strategy, planning, buy and implementation.

Using #Hashtag: #PictureThisSG (https://twitter.com/hashtag/picturethissg) the campaign employed Twitter  as its primary platform: and Instagram as its secondary.

Having ‘listened’ to Twitter for PictionarySG key-words, VML Qais engaged eminent doodle artist  to create pictures in real-time. These were Tweeted, then retweeted by happy recipients. Twitter users could request bespoke doodles and all the images were compiled into an Instagram ‘library’.

The real-time campaign also reached out to eminent bloggers and influencers on local topics including food, and National Day songs. Brands, government bodies and local landmarks were also invited to join the conversation.

Over the campaign period, there was a 20% uplift in sales, when comparing Pictionary SG with Pictionary classic. Results so far include having doubled the KPIs for Total Impressions, in excess of 1.3 million, while Total Engagements of over 100,000 are 12 times the KPI and typical in-category average.

Food and society bloggers such as Mr Brown and Leslie Tay, plus a multitude of government bodies, local landmarks and brands all engaged with the campaign. National Day TV host, local celebrity Hossan Leong was one of many unsolicited positive mentions. Tapping into trending Twitter hashtag #IAmSingaporean reaped dividends, and targeting games-lovers saw a massive increase in engagement rate to an average 11.27% (typical Twitter in-category average 1-2%). The most engaging Tweet achieved a Singapore high of 17.43%

“For this campaign, the focus was to deliver marketing effectiveness, real-time response and user delight, and VML Qais have exceeded our expectations on all fronts. It’s been fun and lively – everything that encapsulates the game itself and what has made Pictionary a perennial family favourite,” said Meiyin Leong, Head of Marketing, Mattel Southeast Asia.

On a topical note, the brand has just done the ALS Ice Bucket Challenge.