SENTOSA SPOOKTACULAR 2009

TitleSENTOSA SPOOKTACULAR 2009
ClientSENTOSA DEVELOPMENT CORPORATION
Product / ServiceLEISURE/ATTRACTIONS
EntrantOMD SINGAPORE, SINGAPORE
Entrant Company:OMD SINGAPORE, SINGAPORE
Advertising Agency:OMD SINGAPORE, SINGAPORE

Credits

The Campaign

Sentosa is a unique blend of leisure and recreational experiences for locals/tourists. For the first time, Sentosa wanted to create a Halloween-themed event at the popular Images of Singapore museum, which was traditionally a day attraction. Sentosa Spooktacular was designed to give IOS an added dimension during Halloween by transforming it into a night attraction with special themed activities.This event was launched amidst bleak economic outlook and fierce market competition from established nightspots/attractions organizing their own versions of Halloween event. Awareness was zero since this was our first Halloween event and Sentosa was traditionally perceived as a day venue. Our challenge was to get the maximum share of voice/market share with a small budget of $25,000 sustained over 1 month. Our target audience was youths aged btw 16 and 25. Notoriously hard to engage, most shun traditional media and fickle in their buying decisions.

Success of the Campaign

Results Beyond Our Expectations! Viewership In a span of one month, we obtained over 1,400 friends on SFB. Its wall became a lively arena of discussions, user uploaded photos and comments. The YouTube clips garnered over 20,000 views by the end of the event. Sales Ticket sales exceeded our target by over 50%! The attraction was full house with people started queuing few hours before the event was opened. All of our objectives were met with resounding success, that was, without exceeding our small budget.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Weeks before the event, a teaser video was released with scary scenarios of our ethnic ghostly characters. It ended with a Facebook link that intrigued the viewers to discover more. This clip was uploaded onto YouTube and our Facebook FanPage set up to invite “friends”. We also had a pre roll video in The Supernatural section of RazorTV. It provided bite-sized video reportage of citizens sharing their encounters of the third kind, hence reaching those who are interested about spooks/scares. Banners ran on high pageview sites like STOMP and TimeOut. To promote the event at street level, we gave the audience a taste of what to expect. Our ghostly characters roamed tertiary institutions and orchard road to distribute flyers for the event. Bluetooth devices were set up at BusStop shelter posters. People around the bus stop were able to download the video clip/ringtones/screen savers. Ads in TheNewPaper for mass awareness.

Credits

Name Company Position
Anna Lai OMD SIngapore Pte Ltd Media Planner
Marianah Othman OMD SIngapore Pte Ltd Media Buyer