Zero-party data hits 18× target and drives 263 pledges to Go 25
Cold by default
Many Singapore offices run well below the recommended guidance of 24–26°C. Not because occupants prefer it, but because facility managers and building owners fear the backlash of turning it up. Singapore Green Building Council (SGBC) called this the Cycle of Discomfort: a self-reinforcing loop where silence was mistaken for satisfaction, and cold became the safest default.
Proof before pledge
Instead of asking organisations to act on guidelines, we built the evidence first. The Indoor Comfort Personality Quiz captured zero-party data on how working adults across Singapore actually felt about indoor temperatures, not just how they adapted. Findings were consolidated into the Indoor Comfort Snapshot, the core proof point that reframed 25°C from sacrifice to settled science.
From insight to action
With evidence in hand, we launched across paid social, Google Search, digital OOH, and a temperature-themed playlist. Audiences moved from quiz to report to pledge through deliberate retargeting and nurture emails. Organisations that committed received downloadable toolkits to support real-world adoption, making the pledge a starting point, not a finish line.
The Results
Making the comfortable choice the sustainable one
Campaign Assets
The Creative Work
