00:00Do you recognise this voice?
00:01Hello, my name is Giveway Glenda
00:03and I love shopping and love K-pop dramas.
00:06Is that you?
00:07Yeah, it was me.
00:09Not sure why they asked me to be the auntie.
00:16Hi Agnes, thank you so much for talking to me today.
00:20How long have you been marketing the Land Transport Authority?
00:24Specifically for the thoughtful bunch we're talking about today,
00:28it's been 10 years.
00:29Wow, I have to say Hush Hush Hannah doesn't look that old.
00:34So can you tell me about the inception of this idea?
00:36Like how did it come about?
00:38Why create characters to encourage thoughtful behaviour?
00:41So this brings us back to 2013,
00:43when we started thinking about how to improve travel experience.
00:48So we had a study with 1,000 commuters
00:51to find out what influences their travel experiences.
00:55So one of the significant findings was that
00:57the behaviour of other commuters
00:59would actually affect everyone's travel experience.
01:02With these insights,
01:04and putting ourselves in the shoes of our commuters,
01:07using design thinking,
01:09we came up with the thoughtful bunch.
01:12So these characters actually were born from the public's involvement.
01:15And when we launched the first three characters in 2014,
01:19we actually did a contest to get the public involved.
01:22So this contest attracted 800 entries
01:26and gave birth to two more new characters,
01:28which is the Back Down Benny and Hush Hush Hannah.
01:32I see.
01:32So Agnes, why the use of characters
01:35to try and impact this thoughtful behaviour?
01:37I think the way we approach the campaign,
01:39it's different from the usual approach where it's the government speak,
01:43and I'm telling you to do this and not to do that.
01:46So the way we have designed the campaign,
01:49it's really to have the thoughtful characters convey the messages
01:53in a very personal way.
01:55It's non-preachy.
01:56It's like a friendly nudge.
01:58For sure.
01:58Ever since the launch of the campaign,
02:00have you seen public behaviours affected positively?
02:03Yes, definitely.
02:04Every year, we run a survey
02:06to assess the effectiveness of our campaign,
02:08and we can see that the Graciousness Behaviour Index, we call it,
02:12has been improving over the years.
02:13Before we started the campaign,
02:15there were no queue lines,
02:16and people were just rushing to get into the trains.
02:19But these days, we see people queuing at almost all the stations.
02:23Hardly ever do we see people rushing in.
02:26So I would say that there has been tremendous success.
02:30And how do you feel that the Thoughtful Bunch campaign
02:33has to continue to evolve to stay relevant to the public?
02:36Every year, we have a challenge in trying to make the campaign
02:39meaningful, engaging, and resonating with the public.
02:43Therefore, we have worked very closely with the community
02:46to tap into the creativity of the community
02:49in coming up with collaborative ideas with us.
02:52For instance, when we launched the campaign back in 2014,
02:56we had primary school students performing as mini Thoughtful Bunch,
03:00so they were all dressed up as the characters
03:02and performing to the theme song.
03:04Wow!
03:05And then, we had NAFA students
03:07design trendy new looks for the Thoughtful Bunch,
03:10and they were catwalking with the new outfits that they have designed.
03:14And this is all organic and coming from the heart.
03:16It's so authentic.
03:18So when we see that, it really warms our heart.
03:20Does it ever motivate you to think,
03:22I'm going to cosplay as Hush Hush Hannah?
03:24Maybe Glenda.
03:25With the big hair and...
03:26I'll do it and you do it.
03:28Thank you so much, Agnes.
03:29It's been such a privilege talking to you.
03:31Can I high-five your Hush Hush Hannah?
03:32Come on.
03:33Yay!
03:35Thank you so much.
03:36So seeing as each character reflects different types of good behaviour,
03:39who is the most successful one?
03:41Maybe the Giveaway Glenda
03:43has been seeing very good results.
03:46Do you think that it's because the voiceover artist for Giveaway Glenda
03:48was so good?
03:49You were doing so well.
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