The document outlines a marketing campaign by a communications agency to increase awareness of and drive sales for the opening of Heinemann Duty Free's new store in Singapore. The campaign includes transit advertising, outdoor displays, social media promotions, print ads, and a "soft launch" period to welcome customers. The overall goal is to increase awareness of Heinemann in Asia Pacific and achieve 50 million Singapore dollars in sales in the new store's first 9 months.

1. By:
Naz Saunders Hui Yi Stacie Xiao Yan Ira
Friday, 13 April, 12

2. ABOUT US
Founded'as'a'start,up'
advertising'company'in'1970
Grown'internationally'with'
140'offices'in'76'countries
Part'of'the'parent'co,'Publicis'
Groupe,'the'world’s'largest'
communications'group
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3. WHAT WE BELIEVE
Our'Inspirational'Dream
To'be'revered'as'the'hot'house'
for'world'changing'creative'
ideas'that'transform'our'
clients’'businesses,'brands'and'
reputations.
Our'Focus
To'fill'the'world'with'
Lovemarks.
Our'Spirit
One'Team,'One'Dream'–'
Nothing'is'Impossible.
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4. WHAT WE DO
Provide'full'service,'integrated'
communications'network.'
Getting'people'to'fall$in$love$with'
our'clients’'products'and'services.'
Transpose'our'creative'ideas'into'
art'work'that'is'innovative,'
relevant'and'memorable.
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5. PEAK PERFORMANCE
Won$over$4000$awards
★ Cannes'Lions'International'Festival'of'
Creativity'2011
★ Clio'Awards'2011
★ Agency'of'the'Year'2011
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6. LOVEMARKS
The'unique'way'we'look'at'
the'relationships'people'have'
with'products,'services'and'
entities.'
They'inspire'Loyalty'Beyond'
Reason.'
Capable'of'generating'
sustainable'growth'beyond'
normal'expectations.'
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7. Clients
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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.
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9. Research Objectives
1 Perceptions'of'Duty'Free'stores
2 Perceptions'of'Heinemann
3 What'do'consumers'want'in'a'Duty'
Free'Store?
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10. Secondary Research
Average Airport Frequent Top
time flight purchases traveled
spent in at Duty countries
statistics Free Store
airport
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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 Income
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12. Perception
Source of
contact: Online,
published
material and
friends
81%
19%
Never heard of Heinemann
Duty Free Store.
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13. What comes to mind
when you hear of Duty
Free Store?
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14. Shopping experience
Convenience
(Grab & Go) 28
What is the
shopping
Appealing to
13 Interactivity experience you
will expect when 5 senses 5
you're shopping
at a Duty-Free
store?
8 Tranquility Others 3
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15. Consumer Insights
Convenience Accessible
Gifting
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16. E E E
Embark. Embrace. Experience.
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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
Release
Friday, 13 April, 12

18. Store Front Wrap in transit area, T2
Cost: SGD 25,000
Friday, 13 April, 12

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
Release
Friday, 13 April, 12

20. Outdoor Ad: 3D Standee @ Orchard Road
Cost: SGD 100,000
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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
Release
Friday, 13 April, 12

22. Online Campaign
Cost: Nil
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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
Press
Release
Print Advertisement
Soft
Launch
Friday, 13 April, 12

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 35,000
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25. Have a safe journey
With Love,
Heinemann
PS: Tweet us the picture and we will give you something.
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26. Travelator inside Transit Area, T2
2
1 2 Cost: SGD 175,000
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27. via$Crowd*sourcing
Heinemanntry
Cost: SGD 20,000
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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
Press
Release
Print Advertisement
Soft
Launch
Friday, 13 April, 12

29. Print Advertisement
Cost: SGD 300,000
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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 design
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31. Experience.
E Phase 3
Drive Sales in Singapore’s Heinemann Duty Free
Store. Target SGD50 millions in 9 months.
Store Layout
Convenience
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32. Friday, 13 April, 12

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.
Convenience
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35. Friday, 13 April, 12

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39. Friday, 13 April, 12

40. RFID
Cost: SGD 160,000
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41. Mobile App
Cost: SGD 37,500
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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-Bomb
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43. E E E
Embark. Embrace. Experience.
“where we make gifting convenient
and memories is accessible.”
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44. Thank You .
Naz Saunders Hui Yi Stacie Xiao Yan Ira
Friday, 13 April, 12

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 907,500
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