Holistic Marketing Strategy                          2008CONFIDENTIAL                                 All Rights Reserved
Chiến lược                                                            Bằng                                                ...
[IN]CONFIDENTIAL          All Rights Reserved
Chuùng ta muoán [IN] trôû thaønh LoveMarkCONFIDENTIAL                                          All Rights Reserved
Love Mark is the power of brand built on emotional ideas.                  La Holistic is tool to bring ideas to life.    ...
La Holistic Difference?   “Holistic Difference” laø caùch tieáp caän cuûa Publicis Worldwide   nhaèm ñöa ra phöông aùn toá...
Integration vs. The Holistic Approach               Integration           The Holistic Approach    Khi ngöôøi ta thaáy saû...
Ba böôùc Holistic                            Thöông hieäu               Hieäu quaû                  Keát noáiCONFIDENTIAL ...
The Holistic                        Thöông hieäu      Caùc vaán ñeà chính…„     Muïc ñích?„     Ñaâu laø Giaù trò Coát loõ...
Muïc ñích?1. VEÀ LÖÔÏNG: Giôùi thieäu hình aûnh HOAØN TOAØN MÔÙI cuûa [IN]   ñaûm baûo möùc ñoä xuaát hieän (visibility) l...
[IN]Temple(Saûn phaåm)                              [IN]                                                                  ...
[IN]Temple(Truyeàn thoâng)                                [IN]                                                            ...
Giaù trò                                                                   Khám phá                                       ...
Nhieäm vuï Taïo neân ñöôïc caùch tieáp caän “Holistic” ñeå theå hieän roõ  raøng Giaù trò Coát loõi cuûa thöông hieäu [IN...
Giôùi thieäu TABS Matrix cuûa Publicis…CONFIDENTIAL                                   All Rights Reserved
[IN] The TABS Matrix        Cô sôû saùng taïo cho thoâng ñieäp truyeàn thoâng cuûa thöông hieäu               What does th...
YÙ töôûng saùng taïo seõ khoâng coù hieäu quaû neáu khoângñöôïc ñöa vaøo cuoäc soáng moät caùch thaät hôïp lyù.Caàn hieåu ...
The Holistic                           Keát noái    Caùc vaán ñeà chính…„   Haønh trình cuûa Ngöôøi Tieâu duøng:„   Moät n...
Ñieåm keát noái                    Maët tieàn      OÂtoâ / Taxi     Traïm xaêng      Xe buyùt                             ...
Pre-Launch               You will have to be [IN] to know… Gaây ra ñöôïc söï toø moø cuûa ngöôøi tieâu duøng treû, veàmoä...
Pre-Launch                You will have to be [IN] to know…                ATL                    Location               ...
Launch                    You’re always [IN]Caáp taäp, raàm roä, ñaït ñoä phuû treân dieän roäng ‟ Ñaûmbaûo Ngöôøi Tieâu d...
Launch                           You are always [IN]               ATL                  Location                    BTL   ...
Giai ñoaïn 2                   You are always [IN]Vaãn tieáp tuïc giöõ möùc ñoä xuaát hieän nhö giai ñoaïn 1- Theâm caùc h...
Launch                       You are always [IN]               ATL             Location            BTL      Thematic TVC  ...
The Holistic                             Hieäu quaû    Caùc tieâu chí chuû yeáu…„   Ñieåm Keát noái / Ñaùnh giaù / Hoaït ñ...
An Example of a Holistic Approach…CONFIDENTIAL                                   All Rights Reserved
„The Halida TABS Matrix      Territory                                                                                    ...
Got any solutions to “wash” the new bike?                                                 Worth to celebrate. Why not?Outl...
Bike wash here.               “Wash” the newly washed bike at Halida.                                                   Wo...
The vehicle’s thirst quenched. How about yours?                                                           Worth to celebra...
Billboard      Gotta go where you want to go.              Worth to celebrate. Why not?                   No Sunburnt. No...
Promotion Girl                                       A cutie approaches you with a smile…Coasters                         ...
Red Envelope                Worth to celebrate. Why not?TET Plan:Step 1: Li` xi`.Step 2: Drink to celebrate.Step 3: Repeat...
Barber’s Mirror   Worth to celebrate. Why not?                       That’s handsome.News StallKnow more new things everyd...
Worth to celebrate. Why not?                              TV pop-upsHot action / Achievement / Gotcha• Game show “Wheel of...
And more… and more… and more…                                                               Worth to celebrate. Why not? D...
An Example of a real case studyCONFIDENTIAL                                     All Rights Reserved
2007 ‟ A brand new skyline                   The launch of               THE SAIL @ Marina Bay               For City Deve...
The brief        A truly world-class residential property           „ 70 storeys, 1,111 units - among the 10 tallest in t...
Conventions of property marketing in Singapore    Sell on hard     attributes ‟ price,     amenities, land     tenureCONF...
Convention of property marketing in Singapore     Cliche lifestyle images ‟ happy faces, fashionable      couples, famili...
Our positioning set a new standard                                                               Association       Territo...
Our various target audiences    Potential buyers (local & regional)        • High net worth individual/ business leaders ...
The making of the sales gallery                 September to October 2004CONFIDENTIAL                                     ...
Proposed Area forsales galleryThe Old CustomHouse(Right by theSingapore River andstone throw away fromactual site)CONFIDEN...
CONFIDENTIAL   All Rights Reserved
Publicis team collaborated closely with the         client‟s architect and interior designer…CONFIDENTIAL                 ...
Art Gallery and                    receptionCONFIDENTIAL   All Rights Reserved
Art Gallery and receptionCONFIDENTIAL             All Rights Reserved
Banker’s RoomCONFIDENTIAL    All Rights Reserved
Banker’s RoomCONFIDENTIAL   All Rights Reserved
Marketer’s RoomCONFIDENTIAL      All Rights Reserved
Marketer’s Room- Tri-vision PanelCONFIDENTIAL         All Rights Reserved
Scale Model Area/               Extendable Pole DisplaysCONFIDENTIAL              All Rights Reserved
Bedroom Wall PostersCONFIDENTIAL           All Rights Reserved
Options, Site Plans &Facilities Wall PostersCONFIDENTIAL              All Rights Reserved
Options, Site Plans &               Facilities Wall PostersCONFIDENTIAL            All Rights Reserved
Viewing Deck Wall PostersCONFIDENTIAL               All Rights Reserved
Tower PosterCONFIDENTIAL   All Rights Reserved
BuntersCONFIDENTIAL   All Rights Reserved
Entrance                     BillboardCONFIDENTIAL   All Rights Reserved
OUH BannerCONFIDENTIAL   All Rights Reserved
Directional                   SignagesCONFIDENTIAL   All Rights Reserved
Project SignboardCONFIDENTIAL          All Rights Reserved
Day                     NightCONFIDENTIAL   All Rights Reserved
The name unveilingCONFIDENTIAL                        All Rights Reserved
The Ground CoverCONFIDENTIAL                 All Rights Reserved
“Soft” LaunchCONFIDENTIAL            All Rights Reserved
Venue ‟ Merlion Park         A landmark of Singapore         Waterfront ambience         Overlook THE SAILCONFIDENTIAL ...
Launch of the Landmark – Private event with  public audienceCONFIDENTIAL                         All Rights Reserved
CONFIDENTIAL   All Rights Reserved
Attended by over 300 guests and Media RepsCONFIDENTIAL                                All Rights Reserved
Full throttle start to the launch…CONFIDENTIAL                            All Rights Reserved
Pyrotechnics effects followed by a water screen and laser  displayCONFIDENTIAL                                  All Rights...
Video featuring the architecture and character of Marina         Boulevard was projected onto the water screenCONFIDENTIAL...
CONFIDENTIAL   All Rights Reserved
Finale - Spectacular 3 minute Pyrotechnics and Fireworks     fireworks display orchestrated with Display                  ...
ReceptionCONFIDENTIAL   All Rights Reserved
EntertainmentCONFIDENTIAL       All Rights Reserved
Official LaunchCONFIDENTIAL          All Rights Reserved
Ad Break ‟Mid November 2004       TV and print campaign supported by special publicity via       commercial flashCONFIDENT...
CONFIDENTIAL   All Rights Reserved
CONFIDENTIAL   All Rights Reserved
CONFIDENTIAL   All Rights Reserved
CONFIDENTIAL   All Rights Reserved
CONFIDENTIAL   All Rights Reserved
CONFIDENTIAL   All Rights Reserved
The follow-up campaign                 Late November 2004CONFIDENTIAL                            All Rights Reserved
Outdoor – Day shots CONFIDENTIAL         All Rights Reserved
Outdoor – Night shots CONFIDENTIAL           All Rights Reserved
CONFIDENTIAL   All Rights Reserved
In summary, a truly holistic campaign    Sales Gallery message           Marketing video             Logo flash animation ...
The ResultsCONFIDENTIAL                 All Rights Reserved
The Results   (Phase 1 launch ‟ 550 units)        Night of the soft launch ‟ 15 units sold        Week 1 - >100 units so...
The Results   Revenue gain on THE SAIL        2004 (Actual)          Publicis Singapore ‟ S$1.25Mil           (>10% of t...
PR Coverage for Publicis                              Marketing Magazine – Dec 2004CONFIDENTIAL                           ...
PR Coverage for Publicis                          Singapore Business Review – Dec 2004CONFIDENTIAL                        ...
Xin caûm ôn!CONFIDENTIAL                  All Rights Reserved
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ISC Marketing - Example of Holistic Marketing Strategy

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ISC Marketing - Example of Holistic Marketing Strategy

  1. 1. Holistic Marketing Strategy 2008CONFIDENTIAL All Rights Reserved
  2. 2. Chiến lược Bằng chứng Cạnh Đối Huyệt Mong LợI Giá tranh tượng Tâm lý muốn ích O.W.E Hottest trị Tính cáchRetail / Shoppers BE IN! New The FPT The NewStand 26-35 ME! Shopping Cool Is Hi-Tech Out 18-25 NOW! Experience Community Trustmark Lifestyle Cool ExpertCONFIDENTIAL All Rights Reserved
  3. 3. [IN]CONFIDENTIAL All Rights Reserved
  4. 4. Chuùng ta muoán [IN] trôû thaønh LoveMarkCONFIDENTIAL All Rights Reserved
  5. 5. Love Mark is the power of brand built on emotional ideas. La Holistic is tool to bring ideas to life. Love Mark is to where we want to go. La Holistic is the way to get there.CONFIDENTIAL All Rights Reserved
  6. 6. La Holistic Difference? “Holistic Difference” laø caùch tieáp caän cuûa Publicis Worldwide nhaèm ñöa ra phöông aùn toái öu ñeå keát noái Thöông hieäu vaø Ngöôøi Tieâu duøng, treân cô sôû hieåu thaáu ñaùo caùc vaán ñeà truyeàn thoâng. Phöông phaùp naøy döïa treân cô sôû raát ñôn giaûn “Caùi gì cuõng coù theå chuyeån taûi thoâng ñieäp ñöôïc”. – Taát caû nhöõng gì moät thöông hieäu coù theå laøm ñeå tieáp xuùc / ñoái thoaïi vôùi Ngöôøi Tieâu duøng, aûnh höôûng tôùi thaùi ñoä cuûa ngöôøi ta tôùi Thöông hieäu NHÖNG  Löïa choïn ñöôïc caùch tieáp caän “Ñaùnh Truùng Huyeät” môùi laø vaán ñeà.CONFIDENTIAL All Rights Reserved
  7. 7. Integration vs. The Holistic Approach Integration The Holistic Approach Khi ngöôøi ta thaáy saûn Truyeàn thoâng tôùi ñuùng phaåm truyeàn thoâng, thì nhöõng ñieåm chí maïng vôùi coù veû nhö chuùng ñeán töø ngöôøi tieâu duøng trong töøng cuøng moät Thöông hieäu quaù trình caân nhaéc, mua, söû duïng, vaø gaén boù vôùi thöông hieäu. Ñôn thuaàn gia taêng “söùc naëng” cuûa hình aûnh thöông hieäu coù ñöôïc treân Toái öu hoùa hieäu quaû cuûa thò tröôøng. hình aûnh thöông hieäu baèng caùch laøm cho ngöôøi tieâu duøng CAÛM THAÁY raèng ñaây laø thöông hieäu cuûa hoï.CONFIDENTIAL All Rights Reserved
  8. 8. Ba böôùc Holistic Thöông hieäu Hieäu quaû Keát noáiCONFIDENTIAL All Rights Reserved
  9. 9. The Holistic Thöông hieäu Caùc vaán ñeà chính…„ Muïc ñích?„ Ñaâu laø Giaù trò Coát loõi cuûa Thöông hieäu ‟ Caùi “THAÀN”?„ Xaùc ñònh - taàm nhìn laâu daøi cuûa Thöông hieäu ‟ seõ ñöôïc theå hieän qua taát caû caùc keânh truyeàn thoâng? CONFIDENTIAL All Rights Reserved
  10. 10. Muïc ñích?1. VEÀ LÖÔÏNG: Giôùi thieäu hình aûnh HOAØN TOAØN MÔÙI cuûa [IN] ñaûm baûo möùc ñoä xuaát hieän (visibility) lôùn nhaát ôû möùc coù theå  Logo, nhaän dieän thöông hieäu;  Thoâng ñieäp cuûa thöông hieäu;2. VEÀ CHAÁT: Ñaûm baûo caùch theå hieän cuûa hình aûnh nhaän dieän vaø thoâng ñieäp [IN] roõ raøng, thoáng nhaát vaø phuø hôïp theo töøng möùc ñoä khaùc nhau  Phuø hôïp vôùi ñaëc thuø cuûa phöông tieän truyeàn thoâng  Xuaát hieän ñuùng luùc, ñuùng choã nhaátCONFIDENTIAL All Rights Reserved
  11. 11. [IN]Temple(Saûn phaåm) [IN] BRAND ROOF This is the positioning of the brand in the hearts and mind of Lôøi höùa cuûa thöông hieäu “Be IN!!!” the consumer. It is what the brand stands for. Customer Service [IN] [IN] [IN] [IN] BRAND PILLARS The individual strategic business Mobile Laptops Network Portable units (SKU’s) that contribute to the brands sales and business growth. Internet BRAND Caùc hoaït ñoäng cuûa La Holistic Difference FOUNDATION all marketing inputs that provide the basic perception of the brand and its attributes / valuesCONFIDENTIAL All Rights Reserved
  12. 12. [IN]Temple(Truyeàn thoâng) [IN] BRAND CORE EQUITY This is the positioning of the brand in the Lôøi höùa cuûa thöông hieäu “Be IN!!!” hearts and mind of the consumer. It is what the brand stands ATL for. [IN] [IN] Caûm tính: Lyù tính: Luoân môùi laï Saûn phaåm toát BRAND PILLARS Hieän ñaïi Dòch vuï toát The legs that communication should Quoác teá Khuyeán maõi hay stand on to build the core equity Treû trung Giaù hôøi Saùng taïo Luoân phaùt trieån BTL BRAND Caùc hoaït ñoäng cuûa La Holistic Difference FOUNDATION The creative tone, direction and executionCONFIDENTIAL All Rights Reserved
  13. 13. Giaù trò Khám phá Freedom Nhaân caùch Thành công Cool expert Style Hieäu quaû Hiện tại Sướng Luôn mới, luôn cập nhật Trẻ trung . Đam mê / Tự tin Chung niềm đam mê Sáng tạo / Thách thức Cho bạn cảm thấy Lôi cuốn / Hấp dẫn/Hieän ñaïi / Hot luôn kết nối Giaù Trò Tinh Thân thiện, teáu Coát loõi VuiMoâ taû Hottest Lôïi íchñaëc ñieåm Ñaùp öùng moïiChuỗi Cửa nhu caàu cuûahàng Thiết bị bạn Nhiều lựa chọnDi độngĐTDĐ Thuận tiện , thoaûi maùi, yeân taâmLaptop Chính hãng Thoâng tin, giaûi trí ngay khi mua saémSIM, số, thẻ DĐ One-stop shopping for allBảo hành Mobile needsTư vấn / Chăm sóc / Hỗ trợKhuyến mãi Price Deals CONFIDENTIAL All Rights Reserved
  14. 14. Nhieäm vuï Taïo neân ñöôïc caùch tieáp caän “Holistic” ñeå theå hieän roõ raøng Giaù trò Coát loõi cuûa thöông hieäu [IN] ñoái vôùi cuoäc soáng cuûa Ngöôøi Tieâu duøng.Cho neân:  Mang hình aûnh [IN] vaøo cuoäc soáng nhö theá naøo? Ñeå laøm ñöôïc vieäc naøy, ta phaûi xaây döïng ñöôïc Cô sôû Saùng taïo thaät ñôn giaûn vaø roõ raøng döïa treân Giaù trò Coát loõi.CONFIDENTIAL All Rights Reserved
  15. 15. Giôùi thieäu TABS Matrix cuûa Publicis…CONFIDENTIAL All Rights Reserved
  16. 16. [IN] The TABS Matrix Cô sôû saùng taïo cho thoâng ñieäp truyeàn thoâng cuûa thöông hieäu What does the brand stand for? What emotional/cultural values What does it „own‟? are associated with the brand? Territory Association Taát caû nhöõng gì môùi nhaát, hieän ñaïi Môùi laï / Khaùm phaù / Haáp daãn nhaát, ñuùng ñieäu nhaát, saùng taïo Hieäu quaû / Hieän ñaïi / Taän taâm nhaát. You’re Always IN The Vision behind the Brand: What does the Brand stand for? Base Delivery Satisfaction Chuoãi cöûa haøng thieát bò di ñoäng Luoân tìm thaáy ñöôïc taát caû nhöõng gì toaøn quoác cuûa FPT HOT nhaát veà coâng ngheä cao Core competence: Product performance How does the product work? What does it excel at? In essence, what does it do? How is it unique?CONFIDENTIAL All Rights Reserved
  17. 17. YÙ töôûng saùng taïo seõ khoâng coù hieäu quaû neáu khoângñöôïc ñöa vaøo cuoäc soáng moät caùch thaät hôïp lyù.Caàn hieåu ñöôïc thaáu ñaùo Haønh trình cuûa Ngöôøi Tieâuduøng vaø Tieáp caän hoï ôû ñuùng luùc, ñuùng choã nhaát.CONFIDENTIAL All Rights Reserved
  18. 18. The Holistic Keát noái Caùc vaán ñeà chính…„ Haønh trình cuûa Ngöôøi Tieâu duøng:„ Moät ngaøy trong ñôøi cuûa hoï?„ Ñaâu laø ñieåm keát noái truyeàn thoâng vôùi hoï?„ Khi naøo thì hoï deã nghe / hieåu / thaám thoâng ñieäp cuûa ta nhaát?„ Ta tieáp caän hoï taïi caùc ñieåm keát noái nhö theá naøo?CONFIDENTIAL All Rights Reserved
  19. 19. Ñieåm keát noái Maët tieàn OÂtoâ / Taxi Traïm xaêng Xe buyùt Caét toùc Sieâu thò / Chôï Göûi xe Röûa xe Quaùn nöôùc Xe maùy Quaùn caø pheâ Saïp baùoÑieän thoaïi DÑ Ngoaøi ñöôøng Cöûa haøng Quaùn aên TV Theå thao Ñi / Gaàn Beänh vieän Tröôøng hoïc TV Thôøi söï / Thôøi tieát Cô quan / Coâng sôû TV Ca nhaïc / Giaûi trí Game / Chat / CafeNet Baùo & taïp chí / Q.caùo ÔÛ / Veà Döøng / Ñôïi Beán xe / nhaø chôø xe buyùt Baùo & taïp chí / baøi vieát Cöûa haøng ÑTDÑ Chat Internet Ñi / Xa Traïm ÑTCC Trong taxi Ñoà ñaïc / Trang phuïc Sieâu thò Ñieän töû Saân bay Chôi Radio Nhaø ga / taøu hoûa Bieån baùo ñòa phöông Quoác loä Nhaø Vaên Hoaù Chuïp aûnh / Quay phim Xe khaùch Ñieåm Du lòch CONFIDENTIAL All Rights Reserved
  20. 20. Pre-Launch You will have to be [IN] to know… Gaây ra ñöôïc söï toø moø cuûa ngöôøi tieâu duøng treû, veàmoät “coäng ñoàng” môùi naøo ñoù saép xuaát hieän, khieánhoï phaàn naøo mong muoán trôû thaønh moät thaønh vieâncuûa “coäng ñoàng” aáy… Ñaït ñoä chuù yù cao nhaát coù theå, chí ít laø veàlocation cuûa caùc cöûa haøng khai tröông ñôït ñaàu tieân.CONFIDENTIAL All Rights Reserved
  21. 21. Pre-Launch You will have to be [IN] to know…  ATL Location BTL TV Teaser Construction Wrap Mysterious Device Pop-up Teaser Signage Near Store Insertion Teaser Print Teaser Internet Teaser On different media 2 weeks before official launch dateCONFIDENTIAL All Rights Reserved
  22. 22. Launch You’re always [IN]Caáp taäp, raàm roä, ñaït ñoä phuû treân dieän roäng ‟ Ñaûmbaûo Ngöôøi Tieâu duøng baét gaëp ít nhaát laø device [IN]treân töøng böôùc ñi, ôû khaép moïi nôi. Ñaït Ñoä Nhaän bieát cao nhaát coù theå.CONFIDENTIAL All Rights Reserved
  23. 23. Launch You are always [IN] ATL Location BTL Thematic TVC Unwrapping at one hour Streets Pop-up Programs Opening Event Transit Print Programs First-Month Events Shops Print Thematic Shop Displays Others Web Launch On Launch Date & 01 Month After LaunchCONFIDENTIAL All Rights Reserved
  24. 24. Giai ñoaïn 2 You are always [IN]Vaãn tieáp tuïc giöõ möùc ñoä xuaát hieän nhö giai ñoaïn 1- Theâm caùc hoaït ñoäng chuù troïng tôùi thoâng ñieäp ñaïttôùi chieàu saâu hôn. Xaây döïng quan heä gaén boù hôn vôùi thöông hieäu.CONFIDENTIAL All Rights Reserved
  25. 25. Launch You are always [IN] ATL Location BTL Thematic TVC VMD Systems Shops Pop-up Programs Retailtainment Others Print Programs Shopper Marketing Transit Web Programs Shop Displays InsertionsCommunity Web Launch 02 Months from LaunchCONFIDENTIAL All Rights Reserved
  26. 26. The Holistic Hieäu quaû Caùc tieâu chí chuû yeáu…„ Ñieåm Keát noái / Ñaùnh giaù / Hoaït ñoäng:„ Hoaït ñoäng truyeàn thoâng taïi ñieåm keát noái coù phuø hôïp vôùi yù töôûng khoâng?„ Ngoân ngöõ / noäi dung / yù nghóa?„ Hình aûnh?„ Coù tính xuyeân suoát vôùi yù nghóa thöông hieäu khoâng?CONFIDENTIAL All Rights Reserved
  27. 27. An Example of a Holistic Approach…CONFIDENTIAL All Rights Reserved
  28. 28. „The Halida TABS Matrix Territory Association Every moments of life that is worth to celebrate. Sociability / Celebration Modernity Fun / Enjoyment Take-It-Easy Attitude To celebrate moments of life with fun cool excuses Base Delivery Satisfaction A local beer brewed with international technology from Appealing of a fun cool guy (among drink mates) who has Carlsberg, offering a smooth & crispy taste that everyone always been inside you. can enjoy.CONFIDENTIAL All Rights Reserved
  29. 29. Got any solutions to “wash” the new bike? Worth to celebrate. Why not?Outlets• Motorcycle• Mobile Phone• Electronics• Furniture• House ware• Real Estates•…CONFIDENTIAL All Rights Reserved
  30. 30. Bike wash here. “Wash” the newly washed bike at Halida. Worth to celebrate. Why not? Bikewash CONFIDENTIAL All Rights Reserved
  31. 31. The vehicle’s thirst quenched. How about yours? Worth to celebrate. Why not?PetrolStation  CONFIDENTIAL All Rights Reserved
  32. 32. Billboard  Gotta go where you want to go. Worth to celebrate. Why not? No Sunburnt. No Rain.Bus / Taxi CONFIDENTIAL All Rights Reserved
  33. 33. Promotion Girl A cutie approaches you with a smile…Coasters Worth to celebrate. Why not?For a beauty just passing by…Free Halida tomorrow…Pls put the glass where it is to be… CONFIDENTIAL All Rights Reserved
  34. 34. Red Envelope Worth to celebrate. Why not?TET Plan:Step 1: Li` xi`.Step 2: Drink to celebrate.Step 3: Repeat Step 1, 2.A grandeur TET Plan.Worth to celebrate. Why not? CONFIDENTIAL All Rights Reserved
  35. 35. Barber’s Mirror Worth to celebrate. Why not? That’s handsome.News StallKnow more new things everyday. CONFIDENTIAL All Rights Reserved
  36. 36. Worth to celebrate. Why not? TV pop-upsHot action / Achievement / Gotcha• Game show “Wheel of fortune”• Sports 360o• Sports 24/7• Game show “Who’s millionaire”?• Movies / dramas CONFIDENTIAL All Rights Reserved
  37. 37. And more… and more… and more… Worth to celebrate. Why not? Door-Open Sticker: Light Box: A Hard Day Just Passed. Bottle is Bottomed. ATM: Karaoke Screen: Still some amount in your account. You got 40 points. Elevator: You got 100 points. Up. Down. But you gotta be where you want to Screen Saver (turn off): be. It’s time. Bus Shelter: Key hanger / compass: Still something to be waiting for. The Sun still rises this direction. Menu: Oh! Here comes the North. Order succeeded. Lighter: PG Activities: Still has some gas. Quiz; Mini Billiards; Lucky Draws… Time for a new lighter.CONFIDENTIAL All Rights Reserved
  38. 38. An Example of a real case studyCONFIDENTIAL All Rights Reserved
  39. 39. 2007 ‟ A brand new skyline The launch of THE SAIL @ Marina Bay For City Developments Ltd (CDL)CONFIDENTIAL All Rights Reserved
  40. 40. The brief  A truly world-class residential property „ 70 storeys, 1,111 units - among the 10 tallest in the world „ Designed by one of the world’s top 5 architects „ Situated in the heart of Singapore’s future waterside city centre (Downtown @ Marina Bay) „ Its outstanding design ( and location) will alter the skyline of Singapore  Its iconic nature must make CDL pre-eminent ‟ in the region as well as in Singapore  The agency’s launch work must exceed the brilliance of the property!CONFIDENTIAL All Rights Reserved
  41. 41. Conventions of property marketing in Singapore Sell on hard attributes ‟ price, amenities, land tenureCONFIDENTIAL All Rights Reserved
  42. 42. Convention of property marketing in Singapore  Cliche lifestyle images ‟ happy faces, fashionable couples, families of four, etc  Launch starts with placement of large print ads and TV commercialsCONFIDENTIAL All Rights Reserved
  43. 43. Our positioning set a new standard Association Territory International stature The place to HAVE and to BE High aesthetic quality in the New Asia (Singapore) Outstandingly aspirational Totally new lifestyle level A LANDMARK of new city living in new Asia Satisfaction Base Delivery Landmark location, scale & 70-storey residences and architecture shops by Singapore’s new 6-star inner city living combining downtown waterfront centre, work and leisure Integration with “emerald necklace” the heart of Hub of Asia, Fantastic views – in the building that offering a 24x7 lifestyle makes many postcard out of date! Huge investment valueCONFIDENTIAL All Rights Reserved
  44. 44. Our various target audiences  Potential buyers (local & regional) • High net worth individual/ business leaders • Top “DINK” professionals • SOHO • Locals & expats  Key opinion leaders in business, culture, F&B, tourism and entertainment  Media – local and regional journalists  Government agencies – STB, URACONFIDENTIAL All Rights Reserved
  45. 45. The making of the sales gallery September to October 2004CONFIDENTIAL All Rights Reserved
  46. 46. Proposed Area forsales galleryThe Old CustomHouse(Right by theSingapore River andstone throw away fromactual site)CONFIDENTIAL All Rights Reserved
  47. 47. CONFIDENTIAL All Rights Reserved
  48. 48. Publicis team collaborated closely with the client‟s architect and interior designer…CONFIDENTIAL All Rights Reserved
  49. 49. Art Gallery and receptionCONFIDENTIAL All Rights Reserved
  50. 50. Art Gallery and receptionCONFIDENTIAL All Rights Reserved
  51. 51. Banker’s RoomCONFIDENTIAL All Rights Reserved
  52. 52. Banker’s RoomCONFIDENTIAL All Rights Reserved
  53. 53. Marketer’s RoomCONFIDENTIAL All Rights Reserved
  54. 54. Marketer’s Room- Tri-vision PanelCONFIDENTIAL All Rights Reserved
  55. 55. Scale Model Area/ Extendable Pole DisplaysCONFIDENTIAL All Rights Reserved
  56. 56. Bedroom Wall PostersCONFIDENTIAL All Rights Reserved
  57. 57. Options, Site Plans &Facilities Wall PostersCONFIDENTIAL All Rights Reserved
  58. 58. Options, Site Plans & Facilities Wall PostersCONFIDENTIAL All Rights Reserved
  59. 59. Viewing Deck Wall PostersCONFIDENTIAL All Rights Reserved
  60. 60. Tower PosterCONFIDENTIAL All Rights Reserved
  61. 61. BuntersCONFIDENTIAL All Rights Reserved
  62. 62. Entrance BillboardCONFIDENTIAL All Rights Reserved
  63. 63. OUH BannerCONFIDENTIAL All Rights Reserved
  64. 64. Directional SignagesCONFIDENTIAL All Rights Reserved
  65. 65. Project SignboardCONFIDENTIAL All Rights Reserved
  66. 66. Day NightCONFIDENTIAL All Rights Reserved
  67. 67. The name unveilingCONFIDENTIAL All Rights Reserved
  68. 68. The Ground CoverCONFIDENTIAL All Rights Reserved
  69. 69. “Soft” LaunchCONFIDENTIAL All Rights Reserved
  70. 70. Venue ‟ Merlion Park  A landmark of Singapore  Waterfront ambience  Overlook THE SAILCONFIDENTIAL All Rights Reserved
  71. 71. Launch of the Landmark – Private event with public audienceCONFIDENTIAL All Rights Reserved
  72. 72. CONFIDENTIAL All Rights Reserved
  73. 73. Attended by over 300 guests and Media RepsCONFIDENTIAL All Rights Reserved
  74. 74. Full throttle start to the launch…CONFIDENTIAL All Rights Reserved
  75. 75. Pyrotechnics effects followed by a water screen and laser displayCONFIDENTIAL All Rights Reserved
  76. 76. Video featuring the architecture and character of Marina Boulevard was projected onto the water screenCONFIDENTIAL All Rights Reserved
  77. 77. CONFIDENTIAL All Rights Reserved
  78. 78. Finale - Spectacular 3 minute Pyrotechnics and Fireworks fireworks display orchestrated with Display music Pyrotechnicswere activated opposite the event area- 1.2 km leading to the actual SAIL site CONFIDENTIAL All Rights Reserved
  79. 79. ReceptionCONFIDENTIAL All Rights Reserved
  80. 80. EntertainmentCONFIDENTIAL All Rights Reserved
  81. 81. Official LaunchCONFIDENTIAL All Rights Reserved
  82. 82. Ad Break ‟Mid November 2004 TV and print campaign supported by special publicity via commercial flashCONFIDENTIAL All Rights Reserved
  83. 83. CONFIDENTIAL All Rights Reserved
  84. 84. CONFIDENTIAL All Rights Reserved
  85. 85. CONFIDENTIAL All Rights Reserved
  86. 86. CONFIDENTIAL All Rights Reserved
  87. 87. CONFIDENTIAL All Rights Reserved
  88. 88. CONFIDENTIAL All Rights Reserved
  89. 89. The follow-up campaign Late November 2004CONFIDENTIAL All Rights Reserved
  90. 90. Outdoor – Day shots CONFIDENTIAL All Rights Reserved
  91. 91. Outdoor – Night shots CONFIDENTIAL All Rights Reserved
  92. 92. CONFIDENTIAL All Rights Reserved
  93. 93. In summary, a truly holistic campaign Sales Gallery message Marketing video Logo flash animation management & display Facilities perspectives Advertorial Directional signages Commercial flash Outdoor ambient media Overseas launch ads Outdoor advertising Radio Print Campaign Oversea road show signages (Press & Magazines) Event water screen Site hoarding & video presentation PR Planning Soft launch event ground cover TV Animation flythrough CollateralsCONFIDENTIAL All Rights Reserved
  94. 94. The ResultsCONFIDENTIAL All Rights Reserved
  95. 95. The Results (Phase 1 launch ‟ 550 units)  Night of the soft launch ‟ 15 units sold  Week 1 - >100 units sold  Week 3 ‟ 350 units (63%) sold  Week 9 ‟ 470 units (85%) soldCONFIDENTIAL All Rights Reserved
  96. 96. The Results Revenue gain on THE SAIL  2004 (Actual) Publicis Singapore ‟ S$1.25Mil (>10% of total agency revenue) Publicis Dialog Singapore ‟ S$98K  2005 (Projected) Publicis Singapore ‟ at least S$500KCONFIDENTIAL All Rights Reserved
  97. 97. PR Coverage for Publicis Marketing Magazine – Dec 2004CONFIDENTIAL All Rights Reserved
  98. 98. PR Coverage for Publicis Singapore Business Review – Dec 2004CONFIDENTIAL All Rights Reserved
  99. 99. Xin caûm ôn!CONFIDENTIAL All Rights Reserved

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