Calling *SCAPE a place “to escape”, several youths were captured at the bustling hub with celebrities, shopping at vibrant flea markets and expressing themselves through their favourite hobbies and sports.

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Winner for Most Creative submission

The photos are in fact, part of My *SCAPE Story, a photo contest daring youths to send in photos of themselves at their favourite hangout spots while sharing what they loved about *SCAPE in less than 100 words.

Within a short 2.5 months, the photo contest garnered more than 300 photo entries and 5600 ‘likes’ on Facebook from youths.

Our favourite entries from My *SCAPE Story:
https://www.flickr.com/apps/slideshow/show.swf?v=71649

This is in fact *SCAPE’s first marketing campaign since its launch in 2006.

A proud supporter of youth development, *SCAPE decided to engage m:idea, a youth-led media conglomerate run by final year Mass Communication students from Ngee Ann Poly.

They were fully involved in running the campaign from conceptualising and designing marketing collaterals, executing the mechanics of the contest to implementing the publicity efforts.

“It was a bit intimidating at first because we were handling real deadlines and a big client like *SCAPE. I used to just go there for the mall but it’s actually a lot more than that. I have met people there who pursue interests like cosplay, samurai arts or even Nerf ball”, said Beverly Woo, the account manager from m:idea marcomm.

Check out the photo entries from My *SCAPE Story at https://facebook.com/scapesg.