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HOME TEAM SCIENCE AND TECHNOLOGY AGENCY (HTX): “SOLVE FOR X” SCHOLARSHIP AND RECRUITMENT CAMPAIGNS

Our Challenge:

The STEM (Science, Technology, Engineering and Mathematics) audience in Singapore is constantly targeted and sought after by tech companies, government agencies, and research institutions.

Most offer the same pitch: to work on cutting-edge projects, solve complex problems, build the next big thing and “shape the future”.

This was the perfect opportunity for HTX to cut through the noise and engage its audience on its own terms.

Our Strategy:

Instead of relying on traditional messaging, we gave the audience something to solve.

We developed “Solve For X” as a behaviour-led campaign, anchored on a familiar prompt anyone with a STEM background has encountered before.

The idea was simple: if this audience is wired to solve, let that instinct lead them to HTX.

The campaign rolled out in phases, each designed with a clear role, to spark interest, deepen engagement, and drive action.

Content Approach:

  • The Teaser Phase
    We introduced the campaign through unbranded prompts placed in high-traffic locations with strong student footfall.
    Disguised as exam questions, these Out-of-Home (OOH) placements did not look like ads, but rather challenges. With no logos or explanation, they relied on curiosity and that familiar need to solve, drawing in those who could not resist solving for “X”.

The Awareness Phase:

Those who solved the questions were led to a dedicated microsite, where the experience moved beyond a single answer.
Structured as a text-based decision journey, users made choices under uncertainty. What felt simple on the surface doubled as a low-key personality test, revealing how they think, not just what they know.
We extended this through our owned Nuggets IP, “Are Singaporeans”, adapting it into a one-off episode, “Are Singaporeans Wired to Solve?”. Hosted by Fauzi, it captured real reactions as students attempted the exam-style questions and were introduced to what HTX was.

By leveraging our platform and audience, we turned a personal experience into a shareable moment, scaling reach in a way that felt native to each platform.

The Conversion and Consideration Phase:

  • With interest built, we introduced HTX more directly through a new set of Out-of-Home (OOH) placements and digital assets on TikTok, Instagram, and LinkedIn.

    New key visuals rooted in real-world HTX work replaced the abstract prompts, shifting the campaign from curiosity to clarity. Paired with clear calls to action and scannable QR codes, these assets directed audiences to scholarship and recruitment opportunities.

    Deliverables & Assets:

    • 1 x Street Interview Episode (YouTube, TikTok, and Instagram)
    • 1 x Interactive Decision-Making Microsite
    • 2 x Science & Tech Recruitment Videos
    • Phased OOH Placements (Teaser & Scholarship Reveal)
    • LinkedIn & EDM Digital Assets

    Results (Exceeded Client’s KPIs):

    • Total Reach (Tracked Social Platforms): 458,971, exceeding the target by 14.74%

    • Singapore Views (Across Platforms): 1,363,921, achieving 6.82x of the 200,000 views target

    TikTok Performance (via Viddsee’s Nuggets Channel): 1,336,449 local views, demonstrating the strength of leveraging our owned youth platform to scale reach

OOH – Teaser 

EDM Digital Assets

LinkedIn Carousel Set 1

OOH –  Scholarship Reveal 

GAME

HTX-LinkedIn Carousel Set 2

Recruitment (Tech) Video

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