Roots is an initiative by the National Heritage Board to provide an online platform for heritage enthusiasts to uncover new stories, places, culture and everything about Singapore. Travel back in time to the 19th century and follow Singapore's journey from a fishing island to the modern metropolitan city in the 21st century.
The Idea: Heritage Hunter – a virtual treasure hunt
We challenged Singapore to a virtual treasure hunt where users crawled through Roots to discover new discoveries while solving intriguing riddles posted on social media channels. These riddles were crafted in a uniquely Singaporean flavour that glued users to the Roots platform in search of the answers and learning new facts about Singapore in the same time.
The Idea: Heritage Hunter – a virtual treasure hunt
We challenged Singapore to a virtual treasure hunt where users crawled through Roots to discover new discoveries while solving intriguing riddles posted on social media channels. These riddles were crafted in a uniquely Singaporean flavour that glued users to the Roots platform in search of the answers and learning new facts about Singapore in the same time.
We commissioned local artist, LVN93, and created the beauty of Singapore through pixel art pieces with the famous Singapore cat as the face of the campaign and revealed new clues every week, Solving all 3 clues in a week rewarded participants with chances to win attractive prizes and kept users' appetites alive with new sets of clues and new prizes every week.
The campaign was one of the most successful campaign launched ever by NHB and attracted mass participation as well as driving visits to discover ROOTS. The campaign also hit targets and KPI before way before the wrap of the campaign as fans clawed the heritage portal to solve the riddles and learnt about Singapore's heritage at the same time.
Creatives, Art Direction, UIUX
Platform: roots.gov.sg
With the successful launch and record numbers participating in the hunt and an increased interest in learning more about Singapore, we launched the second part of the campaign with evergreen assets that showcases the platform and fun facts and stories that you will find on Roots.
With the pandemic shelving our travel plans for the near future, the campaign implored Singaporeans to take a trip down memory lane and relive our local heritage to satisfy our crave for new adventures.
