PersolKelly
PERSOLKELLY partnered with Crrade to create a month-long on-ground activation campaign across Singapore’s heartlands. The goal: raise nationwide awareness, drive mobile app sign-ups, and connect with jobseekers in their everyday environments.
Service
Brand Activation, Concept Development, Social Media Marketing, Event Activation
Client
PersolKelly
Year
2025
The Brief
PERSOLKELLY engaged us to help launch their new job-matching app, PERSOLKELLY GO - designed for flexible work, part-time gigs, and on-the-go job seekers. The campaign needed to:
-
Raise awareness for a new mobile app in a saturated market
-
Reach younger job seekers and working adults in Singapore
-
Drive real app downloads - not just eyeballs
-
Feel fresh, simple, and emotionally resonant
They wanted a ground-up campaign that wouldn’t just inform, but connect.
Our Insight
We saw a gap between what most job platforms say (“Find jobs fast!”) and how people actually feel when job searching - tired, overlooked, and emotionally disengaged.
To succeed, the campaign needed to:
-
Interrupt daily routines gently, not aggressively
-
Offer a genuine reason to engage - beyond just “sign up”
-
Feel human, not transactional
-
Resonate where people live, move, and work
In a post-pandemic world, trust and delight go further than hard selling.
The Idea: Sweeten the Search
What if finding work felt… good?
We developed a travelling ice cream truck activation that would move across Singapore’s busiest neighbourhoods, offering free ice cream in exchange for a quick sign‑up to the PERSOLKELLY GO app.
A simple, heartfelt strategy designed to:
-
Create a fun, low‑pressure interaction
-
Turn curiosity into immediate conversion
-
Make the brand feel friendly, approachable, and helpful
A rolling billboard.
A moment of delight.
A reminder that better opportunities can be sweet.
The Execution
Over one month, our branded ice cream truck visited 4 high‑traffic heartland locations, selected for their density, diversity, and community energy.
What We Delivered
-
Bold, custom vehicle branding for strong visual recall
-
Conversion‑first signage systems (Scan ➜ Sign Up ➜ Redeem)
-
On‑ground staff trained to guide the user journey
-
Full location deployment, operations, and logistics oversight
-
Tight time management across multiple dates, with daily operations planned down
-
Campaign experience designed to feel intuitive, warm, and joyful
The activation was tightly focused, precisely timed, and built for real results, not just reach.
The Results
-
Over 53% new users acquired directly from on‑site conversions
-
Reached and engaged audiences at 4 key neighbourhoods across Singapore
-
Average user dwell time of 2-3 minutes
-
Sparked organic photo-taking, social sharing, and word of mouth
-
Strengthened brand affinity among both younger and mid‑career audiences
-
Drove a 35% increase in followers and engagement across PERSOLKELLY’s social media channels during the campaign period
A lean, mobile campaign that proved impact doesn’t always require scale, just strategy and heart.