Knowing Me, Knowing You
CapitaLand’s Because iCare (BiC) campaign gets creative with an online challenge to engage public awareness on its BiC initiatives
Issue: May 2012
CapitaLand’s Because iCare Challenge was devised to provide a fun and rewarding way for participants to get to know about CapitaLand
Come this December, Information Technology Executive, Koh Chee Hao, will be off on a holiday to Europe. Although he has not quite decided which city yet, it is a trip he never would have made had he not won the first prize in CapitaLand’s Because iCare Challenge. He took part in the interactive online quiz which was a race through six different CapitaLand properties and won the top prize of a three-day stay at any Ascott serviced residences in Europe.
Koh Chee Hao, who won the top prize in the Because iCare Challenge, shared that he had not known about CapitaLand Hope Foundation’s efforts for underprivileged children until he joined the Because iCare Challenge
“I didn’t think I would win because I took part in the Because iCare Challenge early and thought others who joined later might clock in better times,” said Koh.
The BiC Challenge, which ended on 31 March 2012, was launched in mid February 2012. It is part of CapitaLand’s Because iCare campaign this year to reinforce its ‘Building People’ credo and to rally Group-wide effort to ramp up activities to engage and care for its stakeholders including homebuyers, shoppers, shopping mall and office tenants, serviced residence guests, investors, partners, employees and the community-at-large. The campaign highlights CapitaLand’s continual efforts in engaging and caring for these stakeholders in environmental & conservation, stakeholder engagements and children & volunteerism.
A campaign microsite was created to facilitate the information sharing and allow stakeholders to access the calendar of Because iCare events aimed at achieving the campaign objectives and share feedback.
“We wanted to increase awareness of CapitaLand’s Because iCare campaign by encouraging learning through play. The time-based online challenge is underpinned by our Because iCare initiatives in conserving the environment, engaging our internal and external stakeholders; and promoting staff volunteerism and caring for underprivileged children,” explained Tan Bee Leng, Vice President, Corporate Marketing and Corporate Social Responsibility, CapitaLand Limited.
Knowledge at a Click
The Because iCare Challenge was devised like a virtual race through a mini city with illustrations of simulated CapitaLand properties and caring efforts around the world. Participants of the Challenge could select one of seven interesting avatars before embarking on the time challenge. Out of the 13 simulated CapitaLand properties, they were required to answer a question at any of the six properties of their choice to complete the Challenge, and to clock in their fastest time. Each property had different sets of randomly-generated questions, adding dynamism to the Challenge and allowing participants to set their own routes. The best score from the first five attempts of each participant was considered for the competition.
Designed like a mini virtual city, the Because iCare Challenge showcased various simulated CapitaLand properties around the world
The Challenge attracted over 3,400 entries over seven weeks, with submissions from Singapore, China, Malaysia, Philippines and Vietnam. Many were attracted by its colourful layout and the design of its online publicity ad banners.
“The Facebook advertisement caught my eye. I thought it was a very good way to tell people about their environmental and conservation efforts and a very meaningful campaign,” said first-prize winner Koh. He had not known about CapitaLand Hope Foundation’s efforts for underprivileged children until he joined the Because iCare Challenge.
Huang Hui Yu, an Operations Manager, who won the fourth prize of S$300 CapitaVouchers, discovered the Because iCare Challenge through an ad banner on an international news portal. In preparation for the Challenge, she read up on the Because iCare website. She had also previously come across CapitaLand Hope Foundation’s “Building for Tomorrow” commercial on television which showcased its corporate philanthropic efforts in giving the underprivileged children an opportunity to be educated and how this allowed the children to build a better future. The initiatives resonated with her as it gave her an idea about the soul of the company and she was so inspired that she got her colleague, Lau Kheng Soon, to join the Challenge too. He later won the third prize and walked away with S$500 CapitaVouchers.
Fourth prize winner Huang Hui Yu (left) was so inspired by CapitaLand Hope Foundation’s “Building For Tomorrow” television commercial and Because iCare initiatives that she got her colleague, Lau Kheng Soon (right), to join the Because iCare Challenge as well
“I seldom pay attention to the (ad) banners when I browse websites, but the colourful Because iCare banner caught my attention,” said third prize winner, Lau Kheng Soon, an Assistant Infrastructure Manager from an IT firm.
The multiple choice questions spanned topics about the Group’s efforts in environmental issues and conservation, activities in engaging internal and external stakeholders and its philanthropic efforts with children. To help participants along, a “hint” button was added to each question that allowed them to search for the answers in the Because iCare website before continuing the Challenge.
Lau particularly appreciated the added help.
“I have always been interested in CapitaLand because of their television commercials and their effective branding. So I was keen to find out more about what they did in other countries,” said Lau. “I found the questions related to energy-saving efforts the most challenging but the ‘hint’ button that directed me to the website for information helped a lot.”
Huang said, “It was good to find out that CapitaLand is so committed [to helping the] society and [is] more than simply a developer. But the quiz was challenging because their projects span so many countries.”
The Because iCare Challenge also attracted 65-year-old Tan Siew Koon who won the fifth prize with only one entry. The retired accountant, an avid Facebook fan, had researched online to learn more about CapitaLand and searching for the answers on the microsite before attempting the Challenge.
Fifth prize winner, Tan Siew Koon, had found the Because iCare Challenge to be educational as she discovered the different eco-friendly efforts by CapitaLand in various countries
“I found it educational and it helped me to find out about the different eco-friendly efforts made by CapitaLand in the various countries,” shared Tan.
Prizes Too Good To Miss
To reward participants for their efforts in the Because iCare Challenge, attractive accommodation prizes in Europe and Asia Pacific were sponsored by CapitaLand’s hospitality arm, The Ascott Limited. The top prize was a three-night stay at any Ascott serviced residence in Europe while the second prize was a two-night serviced residence stay in the Asia Pacific. The third to fifth prizes were sponsored by CapitaMalls Asia in the form of S$500, S$300 and S$200 CapitaVouchers, which can be used in the CapitaMalls in Singapore.
“The prizes were very attractive and I found the challenge really fun. I am thinking of going to Japan when I claim my prize,” said the 23-year-old Lai Woon Kiat who won the second prize. He had discovered the Because iCare Challenge through Facebook as well.
“I must admit, it was the prizes that prompted me to take part in the challenge,” said Tan of the S$200 CapitaVoucher she won. “I’m giving it my family to buy clothes and gadgets.”
The second phase of the Because iCare Challenge will be rolled out in the third quarter of 2012. So, watch this space for the next opportunity to test your knowledge about CapitaLand’s Because iCare initiatives and stand a chance to walk away with other attractive prizes.