GMP, a regional recruitment and HR consultancy, scored low awareness and needed cut-through communication to position the brand as the ideal choice among jobseekers. Research showed that Singaporeans work very late. Harnessing that insight, the strategy was to position GMP as a champion of work-life balance. From there, we developed the creative idea: No One Should Work Late. A viral video set in the heart of Singapore's CBD was seeded online. This video showed two office workers being trailed by a ghost when working late. Subsequently, a blog was started to intensify the hunt for the haunted building. The ghost hunt even made it to the front pages of national dailies. On May 1, Labour Day, 10 days after releasing the viral video, GMP staked ownership by stating: No One Should Work Late on the Internet. The reveal was followed by the launch of a micro-site where jobseekers can get career advice and also register with GMP. After the reveal, all local news networks covered the campaign, driving our advertising message further. What's more, though it was intended for Singapore, CNN, FOX News (USA), CUATRO (Spain), CTI News (Taiwan), and TV9 News (India) also covered the ghost campaign.