The document summarizes an art and watchmaking campaign by Arbutus to build brand awareness through various initiatives: 1) An art roadshow featuring watch painting demonstrations and the exhibition of limited edition watches painted by local artists. 2) Collaborations with arts organizations like Little Arts Academy and TANGS' Shop for Good campaign for greater visibility and corporate social responsibility. 3) Emphasis on Singapore heritage themes to promote the country's 50th anniversary, generating press through contests and influencer marketing. 4) The campaign aimed to increase Arbutus' social media following and garner positive press coverage through the roadshow and partnerships.

1. Art and Art of Watchmaking

2. Build
awareness
of Arbutus
via Art and
Art of Watch
making
Singapore’s
50th
Anniversary
Little Arts
Academy
The Business
Times
Budding Artist
Fund
TANGS
Shop For
Good
campaign
Painting of Heritage
themed watches
Corporate Social
Responsibility
Support
local arts
Run by Singapore
Press Holdings
Greater press
opportunities
Good rapport
with Female
Magazines
Stronger
visibility in
TANGS which
would translate
into sales

3. Art and Art of Watchmaking
Objective: To build brand awareness through art and art of watchmaking
How To?:
• Invite Hong Kong seashell painter Elmo Chung to Singapore for demonstration of
watch painting at Arbutus Vivo City Roadshow
• Collaboration with Little Arts Academy for greater corporate social responsibility
and PR mileage
• Collaboration with TANGS “Shop for Good” initiative for greater awareness
• Emphasis on Singapore heritage as theme for watch design to highlight
Singapore's 50th Anniversary of independence for greater PR coverage
• Watch roadshow to showcase new Arbutus watch collection

4. Arbutus Singapore Heritage Commemorative Timepieces
• Arbutus Singapore Heritage Commemorative Timepieces are watches featuring
hand-painted dials.
• Art theme is of Singapore heritage, in conjunction with Singapore’s 50th year of
independence
• Each timepiece reflects each artist’s interpretation of the different aspects of
Singapore icons and heritage
• Each timepiece is one of its kind in existence.
• Total of 13 individual limited edition timepieces

5. About the Artist
Elmo, Chung Ka Yan:
• A 25 year-old talented painter
• Inspired by the beauty of the sea and started
painting on seashells
• Specially engaged by Arbutus to paint on Arbutus
watch dials

6. Arbutus Singapore Heritage Commemorative Timepieces
The 7 Timepieces designed and painted by Elmo Chung

7. Arbutus Singapore Heritage Commemorative Timepieces
The auction-only “Shophouses” Limited Edition Arbutus Singapore
Heritage Tourbillon that was designed by Elmo
To be auctioned off at a charity dinner.

8. About The 10square @ Orchard Central &
The Little Arts Academy
• Arts academy for youths from financially disadvantaged backgrounds to pursue
an arts education
• Initiative managed by The Rice Company Limited
• Supported by The Business Times Budding Artists Fund
• 5 selected artists painted on 5 Arbutus Singapore Heritage Commemorative
Timepieces.
• The proceeds of the Arbutus Singapore Heritage Commemorative Timepieces
will go towards The Little Arts Academy and 10sq to nurture and develop the
artistic skills of young talents and youths from economically-disadvantaged
families.

9. Arbutus Singapore Heritage Commemorative Timepieces
The 5 Timepieces designed and painted by art students of 10 Square
@ Orchard Central

10. Arbutus Singapore Heritage Commemorative Timepieces
.9 out of 12 Arbutus Singapore Heritage Commemorative Timepieces have been
sold. The remaining 3 watches are on sale at TANGS.

11. Art and Art of Watchmaking
Roadshow

12. Arbutus Watch Roadshow: Art and Art of Watchmaking
Date: 29th September (Monday)- 5th October (Sunday)
Venue: Vivo City Central Court C
Time: 10am-10pm

13. Arbutus Watch Roadshow: Art and Art of Watchmaking
Activities throughout the Roadshow:
• Exhibition and sale of Singapore Heritage Commemorative Timepieces
-5 watches painted by the Youth Visual Artists from 10square @ Orchard Central
-7 watches painted by Elmo
-1 Tourbillion watch for display
* All Singapore Heritage Commemorative Timepieces are sold at a premium price
($1800 each) .

14. Arbutus Watch Roadshow: Art and Art of Watchmaking
Exhibition and sale of Singapore Heritage Commemorative Timepieces
throughout the Roadshow
.

15. Arbutus Watch Roadshow: Art and Art of Watchmaking
Activities throughout the Roadshow:
• Showcase of Arbutus new collection and sale of Arbutus watches
.

16. Arbutus Watch Roadshow: Art and Art of Watchmaking
Date: 29th September to 1st October 2014 (Monday to Wednesday)
Activities:
12pm-2pm: Painting on canvas by 10square@Orchard Central Youth
Artists
- Youth Visual Artists at 10square@Orchard Central showcased their art
talent by painting on canvas
- Painting theme was on Singapore Heritage Landmarks and Traditional
Culture
- To attract shoppers to the roadshow.

17. Arbutus Watch Roadshow: Art and Art of Watchmaking
Date: 2nd October 2014 (Thursday)
Activities:
11am-2pm: Press Conference
- Unveiling of Singapore Heritage
Commemorative Timepieces to the media
- Demonstration of watch painting by Elmo
- Exhibition of the Arbutus themed painted
canvas done by the Youth from 10square @
Orchard Central

18. Art and Art of Watchmaking Press Conference

19. Art and Art of Watchmaking Press Conference- Social Influencers attending
the event
6 Social Media influencers attended
Arbutus press conference.

20. Interview Sessions and photo shoot of Elmo

21. Arbutus Watch Roadshow: Art and Art of Watchmaking
Date: 3rd October – 5th October 2014 (Friday to Sunday)
Activities:
Demonstration of watch dial and seashell painting by Elmo
• Painting on the watch dials by Elmo at the roadshow
• Projection of her painting on TV and projector screen to attract crowd

22. Arbutus Watch Roadshow: Elmo’s demonstration of watch dial
painting

23. Arbutus Watch Roadshow: Photo booth at the Roadshow

24. Art and Art of Watchmaking
TANGS: Shop For Good

25. About TANGS Shop For Good
• TANGS’ new initiative in cause-conscious retailing.
• Showcase of brands and products that are socially responsible for any good
cause.
• Arbutus campaign falls on the period of Shop For Good which means
stronger visibility for Arbutus in TANGS

26. TANGS Shop For Good
Communication support from TANGS:
• Press Ads
• TANGS website feature
• EDM
• Window display
• Facebook and Instagram post

27. TANGS Shop For Good
Communication support from TANGS:
https://www.tangs.com/fashion-lifestyle-blog_details.jsp?id=309
TANGS website feature

28. TANGS Shop For Good
Communication support from TANGS:
EDM to TANGS databaseWindow display at TANGS Orchard

29. TANGS Shop For Good
Communication support from TANGS:
TANGS Instagram PostTANGS Facebook Post

30. TANGS Shop For Good
Communication support from TANGS:
SHOP FOR GOOD Postcard
Arbutus is picked to represent all the brands that are participating in Shop For Good
event.

31. Shop For Good In-store event
• A two-hour in-store event by TANGS to kick off the
Shop For Good campaign.
• Celebrity appearances and 2-hour of special buys and
activities by participating TANGS brands
Date: 4th October (Saturday )
Venue: TANGS Orchard
Activities:
3pm-5pm: Demonstration of watch dial and
seashell painting by Arbutus Artist, Elmo
.

32. Shop For Good In-store event: Demonstration of watch dial
painting

33. Shop For Good In-store event: Celebrity appearances
and short interview with Arbutus Artist, Elmo

34. Shop For Good In-store event: Sale of Arbutus Singapore
Commemorative Timepieces and Special Buys

35. Art and Art of Watchmaking
Social Media

36. Social Media Engagement
• Arbutus watch “travelling” around the
island
• Arbutus watch and local heritage photos
posted on Instagram and Facebook

37. Social Media Engagement
Countdown to the roadshow and revealing the Arbutus Singapore Heritage
Commemorative Timepieces

38. #arbutusheritage Instagram Contest
Objective:
• To increase awareness and generate hype for the roadshow
• To increase awareness of the Arbutus Singapore Heritage Commemorative
Timepieces
• To increase followers for social media accounts

39. #arbutusheritage Instagram Contest
• Take a photo of a Singapore heritage OR regram our Instagram posts
of Arbutus Singapore Heritage Commemorative Timepieces
• Explain the reason for the choice
• Tag @arbutus_sg and #arbutusheritage
• Win Arbutus namecard holder (Daily) or an Arbutus watch (grand-
prize)

40. Instagram Contest - Entries
More than 100 entries, with #arbutusheritage generate more than 150 posts,
including posts from the media and TANGS

41. Instagram Contest - Entries
Winning entry (Daily) Winning entry (Overall)

42. Social Media Influencers
• Engaged 8 social media influencers promote the Arbutus Roadshow
• Featuring the roadshow on various bloggers’ social media platforms:
Instagram, Facebook, Dayre
• Content to include date/time/venue of the roadshow, purpose of the
roadshow and other tactics (discounts, photo-printing, painting
demonstration by Elmo)

43. Social Media Influencers- Instagram Post
Posted on Day 1 of Arbutus Roadshow

44. Social Media Influencers- Instagram Post
Posted on Day 3 of Arbutus Roadshow

45. Social Media Influencers- Instagram Post
Posted on Day 4 of Arbutus Roadshow

46. Social Media Influencers- Instagram Post
Posted on Day 4 of Arbutus Roadshow

47. Social Media Influencers- Instagram Post
Posted on Day 4 of Arbutus Roadshow

48. Social Media Influencers- Instagram Post
Posted on Day 5 of Arbutus Roadshow

49. Social Media Influencers- Instagram Post
Posted on Day 5 of Arbutus Roadshow

50. Social Media Influencers- Instagram Post
Posted on Day 5 of Arbutus Roadshow

51. Social Influencers- Facebook Post
Posted on Day 5 of Arbutus Roadshow

52. Social Media Influencers- Instagram Post
Facebook Post
Posted on Day 7 of Arbutus Roadshow

53. Social Media Influencers- Blog Post

54. Social Media Influencers- Blog Post

55. Social Media Influencers- Blog Post

56. Social Media Influencers- Blog Post

57. Social Media Influencers- Blog Post

58. Social Media Influencers- Blog Post

59. Social Media Influencers- Blog Post

60. Social Media Influencers- Blog Post

61. Social Media Influencers- Blog Post

62. Results – Facebook Engagement
Increase organic reach by two folds

63. Results - Instagram
Increase in both likes and comments

64. Print Media- Advertisement of Art and the Art of Watchmaking
TODAY- 24 September 2014

65. Print Media- Advertisement of Art and the Art of Watchmaking
TODAY- 29 September 2014

66. Print Media- Editorial Coverage of Art and the Art of
Watchmaking
Timewerke- Issue XI

67. Print Media- Editorial Coverage of Art and the Art of
Watchmaking
The Straits Times ,New Market Page -29 September 2014

68. Print Media- Editorial Coverage of Art and the Art of
Watchmaking
Lianhe Zaobao NOW today- 1 October 2014

69. Print Media- Editorial Coverage of Art and the Art of
Watchmaking
Business Times- 3 October 2014

70. Print Media- Editorial Coverage of Art and the Art of Watchmaking
TODAY- 3 October 2014

71. Print Media- Editorial Coverage of Art and the Art of
Watchmaking
The New Paper- 6 October 2014

72. Print Media- Editorial Coverage of Art and the Art of
Watchmaking
Torque- November 2014

73. Torque- November 2014
Print Media- Editorial Coverage of Art and the
Art of Watchmaking

74. Torque- November 2014
Print Media- Editorial Coverage of Art and the Art
of Watchmaking

75. Men’s Folio- November 2014
Print Media- Editorial Coverage of Art and the Art
of Watchmaking

76. Manja- December 2014
Print Media- Editorial Coverage of Art and the Art
of Watchmaking

77. STYLE Men– December 2014
Print Media- Editorial Coverage of Art and the Art
of Watchmaking

78. Epoch Times 5-18 Dec 2014
Print Media- Editorial Coverage of Art and the Art
of Watchmaking

79. Lianhe Wanbao 5 Jan 2015
Print Media- Editorial Coverage of Art and the Art
of Watchmaking

80. November 2014 Top Gear
Print Media- Editorial Coverage of Art and the Art
of Watchmaking

81. Digital Media- Editorial Coverage of Art and the Art of
Watchmaking
SWX- 1 October 2014

82. Digital Media- Editorial Coverage of Art and the Art of
Watchmaking
Facebook of Various Print Media

83. Digital Media- Editorial Coverage of Art and the Art of
Watchmaking
Facebook of Various Print Media

84. Digital Media- Editorial Coverage of Art and the Art of
Watchmaking
Instagram of Various Print Media

85. 938 Live Interview with 10 Sq student, Chloe Wong
1st Oct 6.20am, 11.50am, 1.50pm,10.40pm
Radio-Editorial Coverage of Art and the Art of
Watchmaking

86. Print Media- Editorial Coverage of Art and the Art of
Watchmaking
Date Media Size Rate Ad Value (SGD) PR Value (2X)
29-Sep-14 The Straits Times 5col x 9cm (FC)
$41.50 p.c.cm
$9,900 FC surcharge $11,767.50 $23,535.00
1-Oct-14
Lianhe Zaobao
NOW (page 3) 3 col x 22cm (FC)
$28.00 p.c.cm
$7,500 FC surcharge
10% surcharge for pg 3 $10,282.80 $20,565.60
2-Oct-14
Singapore Watch
Exchange website 1 post
$350 per advertorial
post $350.00 $700.00
2-Oct-14
MediaCorp 938
LIVE
4 min 53 sec
(morning)
repeated 4x over
the week $290.00 per 30 sec $10,440.00 $20,880.00
3-Oct-14 TODAY 4col x 9cm (FC)
$28.00 p.c.cm
45% FC surcharge $1,461.60 $2,923.20
3-Oct-14
The Business
Times 4col x 25cm (FC)
$14.50 p.c.cm
$3,200 FC surcharge $4,650.00 $9,300.00
6-Oct-14 The New Paper
8col x 15cm (FC)
4col x 15cm (BW)
$10.00 p.c.cm
$2,400 FC surcharge $4,200.00 $8,400.00
Oct-14 TimeWerke FPFC $6,800 FPFC $6,800.00 $13,600.00

87. Print Media- Editorial Coverage of Art and the Art of
Watchmaking
Date Media Editorial Size Page Rate (SGD) Ad Value (SGD) PR Value (2X)
Nov-14 Torque
1/20 + 1/10 + 1/5
FC page $4,500 FPFC $1,575.00 $3,150.00
Nov-14 Men's Folio FPFC $7,000.00 FPFC $7,000.00 $14,000.00
Nov-14 Top Gear FPFC $5,000.00 FPFC $5,000.00 $10,000.00
5 - 18 Dec 14 Epoch Times FPFC $4,280.00 FPFC $4,280.00 $8,560.00
Dec-14 Manja 1/3 page $2,500.00 FPFC $833.33 $1,666.66
Dec-14 STYLE:Men 2/5 page $4,950.00 FPFC $1,980.00 $3,960.00
5 Jan 2015 Lianhe Wanbao 2col x 13cm (FC)
$15.95 p.c.cm
$3,000 FC surcharge $3,414.70 $6,829.40
Total $74,034.93 $148,069.86

88. The End