SUNDAY TIMES SINGAPORE now available in colorCYNTHA DWI ANGGRAINI 1006664861
CREATIVE BRIEF Client : THE STRAIT TIMES Brand : SUNDAY TIMES SINGAPORE Description : Sunday Newspaper with colour Requirement : Print Ad
What’s the Product Background? The Sunday Times is the Sunday edition of The Straits Times and was launched on December 20, 1931. The Straits Times is an English language daily broadsheet newspaper based in Singapore currently owned by Singapore Press Holdings (from http://www.sph.com.sg)
What are the Brand’sIssues/Problems? This campaign is for the re-launch of the Sunday Times in Singapore and also to tell everyone that colour is now available in Sunday Times. But the main purpose of this campign is not for the reader. The campaign although ostensibly aimed at the reader – is merely intended to draw the attention of clients and media-buyers to the medium.
What must the Communication do toSolve the Brand’s Issues/Problems? It shows to media buyer that Sunday Times with colour will attract more people. Besides that, this campaign is also want to communicate about this new feature (colour feature) for the usual reader.
Who are the Target Market? Primary – media buyer Secondary – usual reader. AB SES. Age ≥ 17 years old. Educated. living in Singapore
What are the Insights? (Detailed& Clear) Sunday is a day for people to assembled with their family or colleague
What is the Brand Idea?More color, more interesting, for more people
What is the Proposition? The Sunday reading experience, share what you find in newspaper (to your family or colleague). Because its stories are presented in a lively format with generous use of colour and other visual elements, so even for someone who doesn’t like reading newspaper, at least they will look at the picture.
What is the Reason to Believe? • Human eyes will be more interested with something colourful • It is a big opportunity for advertiser. Because bassed on data, Daily Average Newspaper Circulation (Aug 2011): 373,000 (from : http:// www.sph.com.sg)
Are there any Considerations onExecutions that Really WorthKnowing? Singapore people is kind of serious person, they are not usually using humour They have four official languages: English, Chinese, Malay and Tamil.