Creating Awareness About Responsible Gaming Among The Public
Singapore Pools limited is a state owned lottery subsidiary company in Singapore. As a wholly owned subsidiary of the Tote Board, they are the only operator allowed to run lotteries in Singapore. Singapore Pools approached us to create a digital campaign to promote the concept of Responsible Gaming among their customers and the general public. Responsible Gaming philosophy has been entrenched in Singapore Pools operations since 2004 but the public is not that well informed of this. To raise awareness, we created an iPad optimised web application in which participants can play a short game on “Spotting the Difference” and they are then prompted to answer some quiz questions on responsible gaming. To encourage mass participation, we manoeuvre volunteers to be stationed outside Singapore Pools outlet to get their customers to participate in this event.
Creating a Design that Appeals Across Generations
The toughest part of this project was that the design that we created has to appeal to all generations as the target segment for Singapore Pools is very broad. On the other hand, it should not deviate too much from the corporate branding guidelines. After many revisions, we created cartoonish image of a typical Singapore Pools outlet. It resembles the real Singapore Pool outlet but we added some cartoonish images to spruce up the overall attractiveness of the site. The website is also made bilingual in English and Chinese so that it remains understandable to most Singaporeans.
Analysis of Data
At the end of the campaign, we collected the data answered by the participants to collate a report for Singapore Pools on the level of awareness of Singaporeans on Responsible Gaming. The data also provide insights to their customer demographics.