Advertising project

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Advertising project for Heinemann.

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Advertising project

  1. 1. By: Naz Saunders Hui Yi Stacie Xiao Yan IraFriday, 13 April, 12
  2. 2. ABOUT US Foundedasastart,up advertisingcompanyin1970 Growninternationallywith 140officesin76countries Partoftheparentco,Publicis Groupe,theworld’slargest communicationsgroupFriday, 13 April, 12
  3. 3. WHAT WE BELIEVE OurInspirationalDream Tobereveredasthehothouse forworldchangingcreative ideasthattransformour clients’businesses,brandsand reputations. OurFocus Tofilltheworldwith Lovemarks. OurSpirit OneTeam,OneDream– NothingisImpossible.Friday, 13 April, 12
  4. 4. WHAT WE DO Providefullservice,integrated communicationsnetwork. Gettingpeopletofall$in$love$with ourclients’productsandservices. Transposeourcreativeideasinto artworkthatisinnovative, relevantandmemorable.Friday, 13 April, 12
  5. 5. PEAK PERFORMANCE Won$over$4000$awards ★ CannesLionsInternationalFestivalof Creativity2011 ★ ClioAwards2011 ★ AgencyoftheYear2011Friday, 13 April, 12
  6. 6. LOVEMARKS Theuniquewaywelookat therelationshipspeoplehave withproducts,servicesand entities. TheyinspireLoyaltyBeyond Reason. Capableofgenerating sustainablegrowthbeyond normalexpectations.Friday, 13 April, 12
  7. 7. ClientsFriday, 13 April, 12
  8. 8. Client Brief Increase awareness in Asia Pacific through the opening of Singapore’s Heinemann Duty Free Store. $$ $ $$ Drive Sales in Singapore’s Heinemann Duty Free Store. Target SGD 50 million in 9 months.Friday, 13 April, 12
  9. 9. Research Objectives 1 PerceptionsofDutyFreestores 2 PerceptionsofHeinemann 3 WhatdoconsumerswantinaDuty FreeStore?Friday, 13 April, 12
  10. 10. Secondary Research Average Airport Frequent Top time flight purchases traveled spent in at Duty countries statistics Free Store airportFriday, 13 April, 12
  11. 11. 18-24 DEMOGRAPHICS 25-30 25 26 31-40 19 3 Age 32 Students > 1K Working Adults 46 2k-4k < 5K 9 2 Asians Monthly IncomeFriday, 13 April, 12
  12. 12. Perception Source of contact: Online, published material and friends 81% 19% Never heard of Heinemann Duty Free Store.Friday, 13 April, 12
  13. 13. What comes to mind when you hear of Duty Free Store?Friday, 13 April, 12
  14. 14. Shopping experience Convenience (Grab & Go) 28 What is the shopping Appealing to 13 Interactivity experience you will expect when 5 senses 5 youre shopping at a Duty-Free store? 8 Tranquility Others 3Friday, 13 April, 12
  15. 15. Consumer Insights Convenience Accessible GiftingFriday, 13 April, 12
  16. 16. E E E Embark. Embrace. Experience.Friday, 13 April, 12
  17. 17. Embark. E Phase 1 Increase awareness in Asia Pacific through the opening of Singapore’s Heinemann Duty Free store. Opening of Store 05 07 2012 12 2012 2012 Store Front Wrap Press ReleaseFriday, 13 April, 12
  18. 18. Store Front Wrap in transit area, T2 Cost: SGD 25,000Friday, 13 April, 12
  19. 19. Embark. E Phase 1 Increase awareness in Asia Pacific through the opening of Singapore’s Heinemann Duty Free store. Opening of Store 05 06 07 2012 12 2012 2012 Store Front Wrap Outdoor Ad Press ReleaseFriday, 13 April, 12
  20. 20. Outdoor Ad: 3D Standee @ Orchard Road Cost: SGD 100,000Friday, 13 April, 12
  21. 21. Embark. E Phase 1 Increase awareness in Asia Pacific through the opening of Singapore’s Heinemann Duty Free store. Opening of Store 05 06 07 2012 09 12 2012 2012 Store Front Wrap Outdoor Ad Online Campaign - Social Media Online Contest Press ReleaseFriday, 13 April, 12
  22. 22. Online Campaign Cost: NilFriday, 13 April, 12
  23. 23. Embrace. E Phase 2 Increase awareness in Asia Pacific through the opening of Singapore’s Heinemann Duty Free Store. Opening of Store 05 06 07 2012 08 09 12 2012 2012 Store Front Wrap Outdoor Ad Online Campaign - Social Media Social Media Online Contest PressRelease Print Advertisement Soft LaunchFriday, 13 April, 12
  24. 24. Photo-Bomb at Departure Hall, T2 Products found in the Heinemann store will be 1 1 2 used to build the structure. Cost: SGD 35,000Friday, 13 April, 12
  25. 25. Have a safe journey With Love, Heinemann PS: Tweet us the picture and we will give you something.Friday, 13 April, 12
  26. 26. Travelator inside Transit Area, T2 2 1 2 Cost: SGD 175,000Friday, 13 April, 12
  27. 27. via$Crowd*sourcing Heinemanntry Cost: SGD 20,000Friday, 13 April, 12
  28. 28. Embrace. E Phase 2 Increase awareness in Asia Pacific through the opening of Singapore’s Heinemann Duty Free Store. Opening of Store 05 06 07 2012 08 09 12 2012 2012 Store Front Wrap Outdoor Ad Online Campaign - Social Media Social Media Online Contest PressRelease Print Advertisement Soft LaunchFriday, 13 April, 12
  29. 29. Print Advertisement Cost: SGD 300,000Friday, 13 April, 12
  30. 30. Timeline Opening of Store 05 06 07 2012 08 09 11 12 2012 2012 Store Front Wrap Outdoor Ad Online Campaign - Social Media Social Media Online Contest Press Release Print Advertisement Soft Sale of contest Launch winner designFriday, 13 April, 12
  31. 31. Experience. E Phase 3 Drive Sales in Singapore’s Heinemann Duty Free Store. Target SGD50 millions in 9 months. Store Layout ConvenienceFriday, 13 April, 12
  32. 32. Friday, 13 April, 12
  33. 33. Experience. E Phase 3 Drive Sales in Singapore’s Heinemann Duty Free Store. Target SGD50 million in 9 months. Experience Store Layout + Technology = like no other. ConvenienceFriday, 13 April, 12
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  40. 40. RFID Cost: SGD 160,000Friday, 13 April, 12
  41. 41. Mobile App Cost: SGD 37,500Friday, 13 April, 12
  42. 42. Store front wrap RFID System Outdoor Ad: Wallscape Phas 3 e1 Contest e h as $25000 P 00 0,0 0 00 $10 5 Mobile App $160,000 $ $37, 500 Heinamanntry $20,000 Print Advertisement $50,000 $300,000 Soft Launch Event $175,000 $35,00 0 Total Cost Outdoor Ad: Travelator Phase 2 $907,500 Outdoor Ad: Photo-BombFriday, 13 April, 12
  43. 43. E E E Embark. Embrace. Experience. “where we make gifting convenient and memories is accessible.”Friday, 13 April, 12
  44. 44. Thank You . Naz Saunders Hui Yi Stacie Xiao Yan IraFriday, 13 April, 12
  45. 45. Cost Breakdown May June July August September October November December Total (in SGD) 1) Print Advertising Print Ad for Airlines Inflight Catalogues 300,000 Media Cost Star Alliance (SIA, SilkAir, Lufthansa) 50,000 50,000 50,000 50,000 50,000 50,000 2) Outdoor Advertising Store Front Wrap 25,000 Production Cost 25,000 Outdoor 3D Standee @ Orchard Road 100,000 Production Cost 30,000 Media Cost 70,000 Airport Travelator 175,000 Production Cost 25,000 Media Cost 50,000 50,000 50,000 Photo Bomb Sculpture 35,000 Production Cost 5,000 Media Cost 15,000 15,000 3) PR Soft Launch - Invitation Event for Media 50,000 Logistics 50,000 4) Social Media Advertising Contest 5,000 Prizes 5,000 Heinemann App 37,500 Production Cost 20,000 Maintenance Cost 2,500 2,500 2,500 2,500 2,500 2,500 2,500 "Heinemanntry" 20,000 Video Production 20,000 5) Store Visuals RFID System 160,000 Reader 10,000 Tags 150,000 GRAND TOTAL 907,500Friday, 13 April, 12

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