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CAN! Create
- 1. A publicity campaign in collaboration with the Singapore 2010 Youth Olympic Games to engage youths through the sports and arts arena.
- 3. Driving youth hype for Singapore 2010 Hype Creating awareness & excitement Proactive engagement Through existing CEP framework
- 4. CAN! Arts festival CAN! Pledge campaign CAN! Create event
- 5. Key Brand Associations Key Message: The expression of creativity is for one and all.
- 6. Concept & Theme Tagline: “I create my own _________.” Call-For-Action, CreatesImmediacy Open to Interpretation, CreatesEmpowerment
- 7. Concept & Theme CAN! Pledge Pledge to be Creative By creating visual pledges Great for Youth Activation Calls-For-Action Provokes Idea Generation Prizes: Swatch Colour Codes Visually cohesive with Core Branding Guidelines
- 8. CAN! Pledge Ambassadors Young Opinion Leaders Goes beyond static representations (e.g. designs, graphics, messaging) to push campaign Reflect youthfulness, energy and creativity
- 11. Campaign Website
- 13. Viral Video
- 14. EDMs
- 15. Posters
- 18. Phase I: Building the Campaign Identity / ONLINE / Viral Video
- 19. Promotional EDMs
- 20. Produced a 24pg magazine for 1,000 readers
- 21. Youths pledging on street roves
- 23. Campaign design
- 25. CAN! Create Kite Workshop
- 26. RI participation in CAN! Create
- 27. School roves @ SP
- 28. Photo outings
- 33. Youth performer groupsWe engaged with youths on their terms
- 34. CLAP! Singapore presents CAN! Festival (Arts Edition) CAN! Create Singapore International Kite Day @ Punggol & Teens Day 2010 3 Events to build the campaign message
- 36. Kite-making Workshop CAN! Pledge Activity Bag Personalisation Plastic key-chain Design Badge Design Youth Performances
- 45. Total Advertising Value: S$36,011.53
- 46. Total P.R. Value: S$108,033.59
- 48. 7,451,279 gross impressions 15 poster kids for CAN! Pledge 376 pre-registrations 400 walk-ins estimated 810 pledges 18 partnerships for CAN! Arts and CAN! Create 35.7% increase in understanding 31.24% increase in resonance
Editor's Notes
- Concept & Theme (illustrated by Concept Cloud)From these key brand associations, we derived our key message as shown on the screen - we wanted to drive home the message that everyone and anyone can be creative; and that Singapore 2010 is the perfect opportunity/reason for youths to do so NOW. The key message helped shape the identity of the CAN! Arts as a festival which celebrates the universality of creativity. Above and beyond that, the CAN! Arts festival is more than just a celebration of creativity, but also a platform to get youths to exercise their creativity in celebration of Singapore 2010.
- From the key message, the campaign tagline was derived. The direct and active use of words creates a sense of immediacy and empowerment in being creativeThe reason behind the tagline’s phrasing/structure is also that it….. Engages the creative spirit Creates a sense of empowerment Reflects the campaign message by provoking the TA to interpret it in their own creative way.
- Campaign is CAN! Pledge
- CAN! Pledge Ambassadors We also scouted for young opinion leaders to represent the campaign. We consider these ambassadors a key component of our campaign identity because unlike core graphics and messaging and concepts, they are real living beings that go beyond static representations of what our campaign is about.The criteria to be a campaign ambassador therefore also reflects the concepts of youthfulness, energy and creativity that were mentioned before. XXX will explain more about how we engaged with these ambassadors and how they in turn interacted with our TA in communicating what our campaign is about.
- Before we go into the various execution of our campaign proper, we would like to highlight the strategic partnerships that were built with various organizations throughout the campaign. Collaborations with our partners varies from monetary and product sponsorships with organizations such as Swatch and the Mayor’s Imagine Fund, to deeper community engagement with organizations such as the Mongolian Embassy and RI whom we worked together with for our event’s programming.Some of our partnership may fall into multiple categories; but essentially, the rationale behind building these alliances is to value-add to each other’s goals….especially when the CAN! festivals are coming to a close (I.e. we wish to create a deeper/more lasting impact with our campaign by contributing to the initiatives of these like-minded organizations).
- Conclusion – what is the main value/contribution of our work to the entire CAN ! festival and YOG. What aspirations you want to bring into youth’s lives.Provide youthful perspective to CAN! festivitiesProvide a concept that was timely (and relevant (subject matter) to youths to help build overall brand equity of S2010Increased YOG’s pool of captive audience in terms of connected youthsBrought back the CAN! festivities to its true purpose = which is to connect personally with youthsTied in the last CAN festival with the actual games in aug 2010