1. 25 July 2013
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SoLoMo Thursday
Hafiz Saleh
Social Media Analyst
Techsailor Group

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Opening Note

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26 Sept 2013

4. PAGE 4
Objectives
26 Sept 2013

5. PAGE 5
Speaker: KIM LEE
26 Sept 2013

6. Kim Lee
Executive Creative & Digital Director, Renaissant
Managing Creative Director, Kimwillrule

8. Vast differences
between clients/brands
in Europe and
Singapore

9. Singapore:
“Show me the money”
Europe:
“Show me the big idea”

10. Singapore:
Returns on cent
Europe:
Returns on investment

11. • Budgets are shrinking.
• Make dollar really stretch
• Harder to justify returns on investment, especially in
the social media realm.

12. If big brands are watching marketing spend with
hawkeye, what about smaller ones?

13. ENTER

14. M.A.D. School is constantly
constrained by a marketing budget
so small, we shrink David to pea-size
when pitted against the Goliaths of
other design, advertising and
communication schools well-oiled by
government and private funding.
Reality Check

15. Mentality
Really small budgets can spawn
really big ideas.
HOW?
#1 Get really creative.
#2 Throw in copious amounts of
reality checks.
#3 Get fiercely digital.
Undefeated and ambitious, they
dream big and embark on a digital-
centric approach that is budget-
lean.

16. Earned, paid and owned media

17. M.A.D.
SCHOOL
RAIDERS

18. The insight

19. • M.A.D. SCHOOL is a small private school.
• The education scene in Singapore is very
competitive, dominated by government-funded schools and
rich private schools with high marketing spend.
• M.A.D. stands as David against Goliaths.
• January is the Open House period when schools pump up the
money to create excessive collaterals and events.
• MAD is handicapped by a-near 0 budget, lack of resources and
marketing plan.

20. That is however over-shadowed by our bravado.

21. The idea

22. Raid the Open Houses of the other well-financed design and advertising
schools and steal their target audience (because they are ours too, saving
us precious time and money). By gatecrashing the schools in a brow-
raising vintage Volkswagen van with our mob squad and giving free ice-
cream in return for Facebook ‘Likes’ on our FB page (so they revisit our
page).
Raid the Open Houses of the other well-financed
design and advertising schools and steal their
target audience (because they are ours too, saving
us precious time and money).
3 days, 6 schools.

23. The Strategy

24. • Using mob squad to give out free ice-cream in return for Facebook „Likes‟
on our FB page (for repeat visits and reflected on newsfeed).
• Chance to win movie tickets by posing with a special frame and getting
friends to like shots (another reason to visit our FB page).
Brand Awareness, Brand
Recall, Repeat Engagement

25. Multi-screen & location-based mobile marketing
• Prospective students like our page via on tablets or mobile phones.
• Stopped target audience in tracks and directed their interest to
school‟s curriculum.
• Direct engagement with target audience

26. Mobile video content creation & virability
• Anticipation of close shave with security
• Filmed confrontation scenes and took off fast whenever we were shoo-
ed away.
• We braved on so we could create real footages that could potentially go
viral.

27. ‘Glocal’ seeding on 50+ global social media and sharing
sites/blogs/forums such as:

28. Social Media Campaign
Word of Mouth
Owned media space
Create compelling content

29. Featured on

30. Total budget = $2000+
Mob squad = 10 people
Creative / production = 5 people
1500+ Facebook Likes

31. `
Another Dimension:
The Smallest Open House in the World

32. The insight
After raiding the other schools‟ Open Houses, we launched our inaugural Open
House—„Another Dimension: The World’s Smallest Open House’ because our
campus is tiny.

33. The idea