WDA Singapore - Learn SG Lifelong Learning Social Media Campaign

The above project was the solution to a real brief for Learn SG from the WDA Singapore, as part of the Hyper Island Social Media Lab in Singapore in September, 2013. The brief was for Learn SG, the proposition: 'Create a social movement that builds a community that is passionate about lifelong learning'. A team of four students came up with an idea based on the learning that comes from being curious. We created Curious SG triggered by Singapore's favourite internet meme - Maru the cat. The social media campaign would begin with existing content on YouTube of Maru the Cat, which would then lead users to the Learn SG Facebook page and the Learn SG game. The strong value in this is to use the viral effect to drive interest in Learn SG.