Objective
The client, Singapore’s largest insurance group, approached us to create a microsite showcasing a career in Life Planning with Great Eastern. The site’s primary function was not simply to provide information, but to increase Great Eastern’s prospect database and meet their recruitment targets.
The site targeted those aged 21-40 years of age.
Summary of Campaign
To speak more relevantly to all the different prospects, the initial target group was further broken down into:
- Fresh graduates
- Mid-career job-switchers
- Retirees
The content was written accordingly, with specific information for each target group.
However, as the primary target was the younger group of fresh graduates, the site had to be informative, user-friendly and allow the users to find out more about working as a Life Planner with Great Eastern in a fun and interactive way. This was achieved through:
- A questionnaire to help users ascertain if they are suitable for a career in Life Planning with Great Eastern
- A strong Web 2.0 element through a “Job Peeves” bulletin board, encouraging users to vent their frustrations with their current jobs – the best peeve would win an iPod Touch or tickets to watch the Singapore Cup Final
- Refer-a-Friend capability to help spread the word – with one person winning a weekend suite package for 2 at the Nirwana Resort Hotel in Bintan
LAUNCH SITE
