ASIA-PACIFIC – SINGAPORE, APRIL 4, 2013 – Wunderman and Comwerks Singapore have launched ‘Why So Kaypoh’, a mobile web app that lets users surprise their relatives with clever, Singaporean comebacks to all the annoying questions they get during the festive season.
This idea was the brainchild of a team of young creatives from the Z Academy and Z Graduate Program after a discussion on what they found unique about Singapore. The initiative is also part of the company’s larger effort to nurture creative talent by giving them the freedom to pursue digital projects that spark conversations and foster community engagement.
"Talent has always been the heart of our business," says Neeraj Sundarajoo, CEO of Comwerks Interactive. "We believe and invest in our talent’s ideas as this is the only way innovation can happen."
Developed over two weeks, ‘Why So Kaypoh’ garnered more than 100,000 views within four days and over 42,680 views on Youtube. The app was also covered extensively by the trade press.
Z Academy and Z Graduate Programs were designed to groom the next generation of digital talent. Z Academy is a global talent management and learning program launched in 2010 with students from Nanyang and Temasek Polytechic as its initial partner schools. Today, Z Academy has worked with over 400 apprentices globally, and their local partner schools that include more worldwide universities and polytechnics such as NTU, NUS, and SMU.
Following its success, Z Graduate was launched in 2011, to nurture young graduates into a new generation of digital marketers. The initiative is in its second year running and is supported by the Economic Development Board (EDB).
“We are heartened that our young talent are given the opportunity to turn their ideas into real work at the Wunderman Network. Tapping on the creativity of our youth and young entrepreneurs will strengthen Singapore’s position as a vibrant ideation hub for the region. It will facilitate the development of a new generation of digital entrepreneurs and enable the marketing and communications industry to keep itself nimble in the face of increasingly complex demands from their clients," saidKelvin Wong, executive director for Professional Service, Singapore Economic Development Board.
