IMDA’s TeSA (TechSkills Accelerator) initiative, in partnership with SkillsFuture Singapore and Workforce Singapore, empowers talents and businesses seeking such talents to meet the demands of today’s digital landscape through skills platforms. In our campaign for TeSA, we focused strongly on the human story in technology transformation to create a personal connection to how TeSA helps people and businesses on their digital journey.
People in the workforce take on tech skills differently. Some wish to get into it, or cross over to it. Some live in it, constantly seeking out ways to master even more. Some want to keep abreast of it, even get ahead of it. On the business front, tech talent needs are equally diverse – there are requirements for upskilled, cross-skilled and re-skilled human resources. Our challenge was to comprehensively present the TeSA advantage to these audiences. Compellingly.
It’s people who make things happen. We built on this thinking to bring out the key motivations and milestones of people’s and businesses’ tech journeys, capturing these turnings points in an integrated campaign on how – via TeSA – you start, build, and advance.
Our campaign ecosystem centred on “start, build, advance” stories designed to connect with identified personas. “Start” set out how anyone could get into a tech transformation. “Build” brought out deep-dives into mastery. “Advance” took on the drive to stay not just current, but ahead of the field. These story arcs were packaged to create narrative hooks and through-the-line campaign rollouts covering everything from onscreen to on-ground.
We created video vignettes of different TeSA personas, from someone making the switch to tech, to businesses building on tech talents. Each clip centred on conversations taking place, intentionally edited to pique curiosity and draw attention. For example, a kid asks her dad why he’s still studying at his age, or a BFF asks someone why she’d try something so ‘risky’ as changing fields. The answers reveal deeply meaningful motivations, leading in to how the protagonists were taking their tech journeys with TeSA as their preferred avenue. These storylines came together in larger brand videos revealing how TeSA enables, empowers and equips – across career stages and business needs. The campaign was deployed on print, digital, social and more.
Going a step further, we also created a highly engaging and popular TeSA Truck Roadshow that proved a star in the campaign. A roving truck was fitted with interactive exhibits, useful information, job- and course-matching resources, and even worked as a stage for presentations, shows and talks. Bringing this roadshow to specially identified areas with high PMEB traffic resulted in plenty of buzz and leads for the campaign.
Augmenting with authenticity, our campaign also featured a series of true TeSA stories and sustained social content. Video testimonials took viewers into a day-in-the-life of TeSA ‘alums’, following them from their tech starts, to the TeSA experience and how far they’d come. Additionally, social content was regularly seeded to inform and initiate further TeSA take-ups.