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REVALUING PUBLIC HOUSING
HOUSING DEVELOPMENT BOARD (INTERGRATED CAMPAIGN/ UIUX)BEYOND FOUR WALLS
BEYOND FOUR WALLS
BRIEF:
Housing & Development Board, Singapore, build arguably the best public housing in the world. (It has been featured in Nat Geo’s Smart Cities series and numerous international documentaries by news channels.) Yet many Singaporeans complain about the high price per square foot that they pay for their apartments.
STRATEGY:
We looked outside the HDB apartments at the numerous public spaces in each housing estate.
So we set out to redefine value by moving the conversation from square feet of space in an apartment to the square metres of free public spaces. The entire campaign didn’t show a single shot inside an apartment but instead focused entirely on the public spaces in each estate.
Some of our most precious memories of home aren’t contained within the 4 walls of our apartments.
Some of our most precious memories of home aren’t contained within the 4 walls of our apartments.
By showing the most memorable moments of home happening in the public spaces built by HDB, we showed people that HDB doesn’t just build roofs over heads, but develops estates that enhance the quality of life. This is summed up by the campaign line:
Designed for Life. Not just for living.
We brought to life 3 public spaces: Void Decks - an empty space in each building that is used by different people in different ways. (See Cultural Context attached.). Linkways. And Fitness Corners. Each space was personified and given its own unique tone and character. Each space narrated its sometimes light, sometimes poignant observations. In doing so it subtly showed Singaporeans how HDB’s big picture planning made a big impact in their lives.
RESULTS:
At mid-way tracking, Brand Appreciation and affinity showed a statistically significant shift.
All Individual Primary Drivers - Innovation, Trusted Expert, Affordability, Community Building - showed a significant positive shift:
Despite the long duration of the video (90 secs), a large number of viewers watched till the end of the video.
The Prime Minister of Singapore shared the The Void Deck film on his Facebook page in a post. He also Tweeted about it.
MARKIES AWARDS 2020, FINALISTS
FILM : THE LINKWAY
The films are re-repurposed and retargeted to each segment of the population.
Over 89 targeted content with unique massages covering all target segment of singaporean
Each post addresses their concerns and highlights efforts and policies that are in place. These posts lead Singaporeans to its campaign site to learn more of the town planning.
FILM : THE VOID DECK
FILM : THE FITNESS CORNER
CHALLENGE:
HDB was completing 60 years. In this time they had not just provided Singapore residents a place to live but also a good quality of life with wide public spaces and amenities. New townships being built were in harmony with nature, being increasingly green and having idyllic waterways.
HDB wanted to remind Singaporeans of the quality of life they had enabled, as well as showcase their nature-friendly ethos that was increasingly showing in modern developments.
INSPIRATION:
New HDB developments sit alongside forested areas. Birds flora and fauna sit within a few wing flaps of HDB estates.
We wanted to use this harmony between modernity and nature to showcase HDB’s big picture planning and how it had a positive impact on residents as well as wildlife.
IDEA:
We made a local bird – a black naped oriole - the narrator and hero of our film.
Through her tongue-in-cheek view of her neighbours (Singapore residents in the adjoining HDB estates), it showed not just that HDB estates are built in harmony with nature, but also how HDB’s planning and buildings have a positive impact on the ideas of its residents.
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