Creative Execution

Implementation and timeline Brilliant craftsmanship, seasoned with a lifetime of stories. The idea was to host Singapore’s first-ever story driven culinary event. This direction started with a website that featured the stories of six chefs, each with drastically different backgrounds, inspirations, and culinary style. Through in-depth interviews and research, we told the stories behind their moments of triumph, and how these moments inspired their signature dish. We also collaborated with the chefs to design masterclasses for the upcoming event to further bring their stories to life. Campaign period 19th of January - 23rd of March 2018. Placement and scale A creative identity was created for the entire Taste the Moment campaign and was adapted across all other platforms, online (Website, online banners, e-invitations) and offline (print ad, event collaterals, invitation cards). All assets, from food photography to chef interview videos, were created by traveling to various destinations and Marriott properties.

In a 53-day period, we attracted 22,918 unique visitors and averaged at 5:10 per session, with 2,000 unique clicks to “Get Tickets”. With this beautiful and well- crafted campaign, we successfully managed to deliver against our business targets.

Data Gathering and Target Audience Our primary target audience is the affluent taste-makers, mostly Gen X and Y who value unique culinary experiences. They are not price sensitive, always in-the-know, who value holistic lifestyle that they can afford including travel, art and fashion, and appreciates our rich story telling of the journey for the whole dining experience. Relevance to Platform Website as the most appropriate channel to host our rich content and storytelling needs, especially users prefers to search for information on websites. Approach The approach was to target locals in Singaporeans, as well as travelers from neighboring countries’ within the 'affluent tastemaker' segment and deliver a website experience with rich story-tBy delivering a story-driven approach and crafted content, we tapped straight into our enrichment seekers mindsets. With a well curated website and digital campaign we aimed to raise anticipation and excitement.