Brand's tests locals for alertness

BRAND'S    Y&R   CAMPAIGN

Singapore - As part of its latest campaign, Cerebos' Brand's Essence of Chicken is running a social experiment to test how alert locals are to their surroundings and has screened the videoed results as a TVC.

The idea came out of a collaboration between Brand's and the School of Social Sciences at SMU, demonstrating a phenomenon called ‘Change blindness', where people fail to notice obvious changes before them. The campaign was done by Y&R.

Titled ‘Blur Or Not - Alertness Experiment 2', the experiment was done to demonstrate the general lack of alertness among people going about their everyday activities and how Brand's Essence of Chicken can improve their alertness if taken on a daily basis. 

Camellia Tan, regional account director, Y&R Singapore said that the campaign also meant to target a younger audience and portray the brand as relevant.

"The campaign aims to demonstrate, in a scientific but fun way, that people aren't always as sharp as they think and can benefit from taking a supplement which can help give them the mental energy they need to stay agile and alert," she said.     

The campaign also runs on radio, print and OOH on the same theme, encouraging people to test their alertness with simple experiments.  A Facebook page was also launched in April where people can enter competitions and share their own ‘blur' moments. 

Cerebos Pacific Limited is a health supplements and food company in Asia Pacific and is headquartered in Singapore.

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