In 2021, Singapore’s workforce was facing the worst of the pandemic. SkillsFuture had to help Singaporeans get ready for new roles with the right skills. But they only feel the urgency to acquire these skills, when they see a job opportunity that requires it.
Opportunities Don’t Wait lightheartedly told them that that’s too late. We dramatised how a middle-aged jobseeker realises at a job interview that he lacks digital marketing skills that the employer is looking for, and rushes to pick up these skills – only for someone else who already has them to land the job. We then retargeted viewers with benefit messaging that each group finds most compelling, driving them to a landing page to find the right initiative to sign up for.