GROWING SQUARES

TitleGROWING SQUARES
BrandASIA SQUARE
Product / ServicePROPERTY
CategoryA02. Best Use of Magazines/Newspapers
EntrantTBWA\TEQUILA SINGAPORE, SINGAPORE
Entrant Company:TBWA\TEQUILA SINGAPORE, SINGAPORE
Advertising Agency:TBWA\TEQUILA SINGAPORE, SINGAPORE
Media Agency:PHD SINGAPORE, SINGAPORE

Credits

Credits

Name Company Position
John Merrifield TBWA\Tequila Singapore Creative at Large
John Sheterline TBWA\Tequila Singapore Creative Director
Simon Chew TBWA\Tequila Singapore Creative Group Head
Mandy Goh, Alvina Seah, Sharon Tan TBWA\Tequila Singapore Account Management
Joanny Wong, Joanna Lim TBWA\Tequila Singapore Print Production
Amy Tan , Rene How, Derek Goh PHD Media Executive

Results and Effectiveness

The campaign received quite a bit of notoriety. It was featured in over 20 business articles and blogs. More importantly, it helped convince Citibank to relocate its entire Singapore operations into one address. This opened the floodgates. The project surpassed projected targets 14 months early.

Creative Execution

Asia Square is indeed a break through. It’s the most human-friendly tower yet designed in Singapore. Its square, column-free floor plates are the largest in the city state. To highlight its many advantages, we designed a launch campaign that literally doubled in size over each page in Singapore’s leading business daily. The intention was to own that day’s edition.

Insights, Strategy and the Idea

Singapore’s skyline is undergoing massive change. An unprecedented building boom in the commercial sector is setting the stage for critical oversupply. New projects must fight for attention amidst a remarkable amount of clutter. Cut through is almost as important as break through.