While this is an aim of the campaign (to attract businesses to Singapore), it leaves the tourism aspect rather askew. It seems in this instance, that trying to strafe between two core messages has resulted in a campaign that is somewhat confusing and awkward.
What To Take Away:
While, this campaign is aesthetic and visually appealing, this is not the only component of a successful campaign.
What the ‘Passion Made Possible’ campaign has taught us above all else that an effective campaign must maintain a consistent, core message.
Attempting to put across to very broad messages can prove to be extremely difficult. As we see in this campaign, it has resulted in generic, fragmented content.
All in all, Comms8 gives this campaign a 2.5/5. It should be noted however, that this campaign is still running so we’ll be paying attention.