04:08 AM SGT
SingLife wanted to use Singapore’s National Day as an avenue to promote their new mascots and the SingLife brand. We designed a microsite and mini-game for them with a uniquely Singaporean flavour.
We introduced the Singlion family in the form of a “Where’s Wally” search game.
Users would search for the 4 lion mascots in a 2D illustration of a HDB block. When a Singlion was found, a text bubble would emerge. The bubble contained the character’s introduction and well-wishes for Singapore. It served as a fun way to introduce the mascots, and place more emphasis on them.
Instead of emphasizing Singapore’s birthday, we set SingLife’s approach apart by celebrating everyday displays of “Singaporean-ness” instead.
A HDB block was chosen as the setting as it is evocative of everyday Singaporean life. SingLife’s selling points were juxtaposed with uniquely Singaporean icons, such as a bag of tea, economic rice, and a Black Knights fighter jet.
The microsite was time-sensitive and needed to be delivered in time for National Day. We had 1 ½ week to design the entire microsite while collaborating with SingLife and their vendor, who was in charge of the Singlion character design.
With close coordination and swift execution of an engaging yet efficient game design, we delivered on schedule.
In designing SingLife a fun National Day-themed microsite with a unique Singaporean slant, we have helped SingLife to promote themselves in a fun and novel way.