Results and Effectiveness

Attendance and revenue exceeded the original targets, and the event was a success. Sales and post-event surveys indicated the campaign succeeded beyond expectations: A) Of Singaporean attendees 66.3% had not considered any other party other than SBP, an 18.8% increase from 2007. Of the tourist/expats attendees 77.2% had not considered any other party other than SPH, an 8.4% increase from 2007 B) Attendence up by 29% from 2007 C) Revenue up by 47% from 2007 D) Across all respondent groups, improvement on Siloso Beach's intended brand association (hip, sporty, beautiful, energetic) (Source: Research Plus Pte Ltd)

Creative Execution

We achieved maximum coverage and excitement through a series of branded executions which countdown to the beach party, ultimately driving traffic to the event. Excite and Entice: Sponsored the weekly Radio guide to what’s hot in the local scene. Leverage DJs to excite listeners about activities that they could look forward to and position that SBP as the hottest NYE party. Built anticipation and excitement by surrounding our target with countdown message across multiple touchpoints. Further drove excitement and buzz through ticket giveaways on air and via word of mouth through bloggers, DJs ad-libs, magazine editorial. Final Countdown (31st Dec): Top 100 songs countdown on 98.7FM: Reinforced the countdown concept with the Radio DJs down at the beach, broadcasting live and counting down. Infected listeners with the live energy of the party; urging them to be part of the party atmosphere. SMS broadcast to sway last minute decisions.

Insights, Strategy and the Idea

Objective: To cut through the New Year’s Eve (NYE) clutter and convince people that Siloso Beach Party (SBP) is the choice destination for yearend party. Insight: People love countdowns and it’s a major social event. This concept is reinforced every year as we collectively watch and enjoy the countdown to the New Year with our friends and/or family. Strategy: To build excitement and sense of urgency amongst our target consumers via “counting down”; counting down to New Year and 10 hours of great music and more at the SBP. Idea: The English music station, 98.7 FM, best personifies pop music culture: their trendy music, edgy programming and iconic Radio jockeys have strong traction amongst our target consumers. By working with 98.7 FM as a strategic partner, we gain effective brand association from the station and maximize our exposure as well as value by leveraging on their resources and expertise.