Deep Tech… what tech? It was a steep learning curve for us when we acquired a new client in this emerging field! A Deep Tech ecosystem builder and investor, SGInnovate tasked us to help raise awareness of their newly launched Deep Tech Central platform.
The challenge was to reach a lay audience and entice them to learn more about Deep Tech career opportunities on Deep Tech Central, supporting SGInnovate’s goal of building a robust talent pipeline for this industry.
At the same time, we also wanted to ensure our activation reached the right people. After all, Deep Tech tackles the world’s hardest challenges, which naturally calls for the brightest minds. Knowing that this crowd loves to exercise their brain, we set up a gym to separate the wheat from the chaff.
The 80s Craze
Equipped with cerebral exercise machines, The Mind Arena challenged the audience to flex their mental muscles and put their brain to the test with a series of intellectually stimulating questions. Those who made the grade were directed to Deep Tech Central to discover exciting opportunities. Those who failed were cheekily made sport of and roused to train harder!
The Mind Arena proved to be a hit with its target audience of undergraduates and tech professionals, and its run was extended from the original two locations to six in all, stretching over one-and-a-half months.
The activation was supported by a social media campaign as well as a microsite which served as a virtual training ground for would-be challengers.Inspired by their can-do spirit and popularity in the 80s, the Jazzercise Girls in various poses and moves are also introduced as secondary graphics to play up the brand’s positive spirit and energy.
