The Mentos Singapore 'National Night' effort dishes out a rap track with lyrics blatantly encouraging people to get together on August 9th to solve the country's population crisis.
Singapore's fertility rate plunged to 1.14 in 2010, a record low, and only increasing to 1.20 in 2011. The agency behind Mentos Singapore, BBH Asia-Pacific, hopes the catchy beat will carry its rhetoric forward, with its accompanying video dropping lines like 'It's National Night and I want a baby,' or 'Let's do our civic duty,' 'The kids are in bed, let's not watch fireworks, let's make them instead.'
There is clear method to this madness -- Mentos could not afford for the message to be obscured by clever wit or creativity. Desperate times call for desperate measures!
Stats for Population-Boosting Campaigns
Trending: Older & Average
Research: 890 clicks in 195 w
Interest: > 3 minutes
Concept: Mentos Singapore National Night
Related: 65 examples / 50 photos
Segment: Neutral, 18-55+
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