Title | PRUDENTIAL MARINA BAY CARNIVAL |
Brand | PRUDENTIAL ASSURANCE COMPANY SINGAPORE |
Product / Service | PRUDENTIAL MARINA BAY CARNIVAL |
Category | E02. Sponsorship & Brand Partnership |
Entrant | PICO ART INTERNATIONAL Singapore, SINGAPORE |
Idea Creation | PICO ART INTERNATIONAL Singapore, SINGAPORE |
Production | PICO ART INTERNATIONAL Singapore, SINGAPORE |
Additional Company | PRUDENTIAL ASSURANCE COMPANY SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Barnabas Chia | Pico Pro Pte Ltd | General Manager |
Paul Kan | Pico Pro Pte Ltd | Deputy Project Director |
Mark Lim | Pico Pro Pte Ltd | Show Producer |
Vincent Chua | Pico Pro Pte Ltd | Vice President, Sponsorship Sales |
Ryan Tay | Pico Pro Pte Ltd | Business Development/Partnership Manager |
Fiona Ho | Pico Pro Pte Ltd | Marketing Communications Manager |
Pamela Dua | Pico Pro Pte Ltd | Director, Human Resource |
Alfonso Liow | Pico Art International Pte Ltd | Finance Controller |
Denise Kong | Pico Art International Pte Ltd | Deputy General Manager |
Amelia Soh | Pico Art International Pte Ltd | Account Executive |
Josh Myers | TGEC | Deputy Director of Operations |
Stas Gabrovsky | TGEC | Site Manager |
Wendy Silver | TGEC | Games Lead |
Brian Davies | TGEC | Director of Ride Operations |
Harish Agarwal | Prudential | Head of Marketing |
Gina Goh | Prudential | Deputy Vice President |
Theresa Pragasam | Prudential | Deputy Vice President |
Vishwash Gaur | Prudential | Deputy Vice President |
Eugenia Tan | Prudential | Deputy Vice President |
Carine Chin | Prudential | Senior Manager |
Belinda Cheong | Prudential | Executive |
Lynn Ong | Prudential | Senior Manager |
Claudia Koh | Prudential | Executive |
Isha Sharma | Prudential | Manager |
Patricia Siau | Prudential | Senior Manager |
Joyce Lin | Prudential | Senior Executive |
Spurred by nostalgic memories of visiting carnivals, the team conceptualised a gigantic carnival against the backdrop of Singapore’s city business centre. The idea was to create a wonderland for visitors of all ages with an abundance of instagrammable opportunities including thrill rides, carnival games, a wide variety of gastronomic choices and a rich line-up of programmes such as music performances and fitness activities. Pico Pro and Prudential had the common attributes for PMBC – entertainment, fun and hospitality. Teams brainstormed to ensure prominent and effective brand placement across the carnival. Through this sponsorship and its various activation programmes such as VIP Suites for Agency Clients, CSR programme, Pruplayce and PruBounce activity zones at the Carnival, Prudential garnered great visibility and brand consideration with the local community at multiple touch-points. This helped Prudential with lead generation as well as created positive brand awareness amongst the younger target audience.
Overall budget , SGD 15 Million Breakdown of costs: 1) Rides - SGD 3 Million 2) Compliance - SGD 1 Million 3) Games - SGD 2 Million 4) Infrastructure - SGD 6.2 Million 5) Manpower - SGD 1.5 Million 6) Venue - SGD 0.8 Million 7) Marketing - SGD 0.5 Million
Pico Pro created the concept and provided full event management services from licensing, set-up, on-site support, sponsorship sales, to marketing and PR. PMBC was a massive production for the team besides battling temperamental weather and environmental challenges, much attention was also placed on safety concerns for carnival-goers. 1,200 staff worked on the event for more than 5,000 hours over a five-month period, from conceptualisation till end of event. A series of media events were planned prior to PMBC and during the event to generate pre-event publicity and excite the public. The team also adopted a content-strong approach for social media publicity by developing uniquely-branded content, teaser posts and packaging carnival information to be easily shareable. Prudential’s brand visibility was strategically amplified through brand placed at the different touch-points within the carnival premise, allowing it to be associated with music, entertainment, food, fitness and fun.
The event was a roaring success and attracted a total of 1.4M visitors, generated a PR value of over SGD24M which included both traditional and digital media, and gained over 4M social media impressions. There were a total of 779 pieces of coverage across both local and international media and social media platforms. 89% of the visitors showed interest to recommend PMBC to their friends and 93% were overall satisfied with PMBC. Prudential’s Key achievements: • Engaged multiple communities for its Corporate Social Responsibility programme • Provided staff benefits by setting aside Pru Day only for its staff • Enhanced Agency Clients’ relationship by providing comfortable VIP hospitality suites for its clients • Provided privileges for existing policy-holders who were entitled to “fast pass”, offers and credit discounts • Engaged new potentials clients through activations such as Pruplayce and PruBounce • Good brand exposure with a PR value of $24M
Sparked by nostalgic memories of visiting carnivals, the Prudential Marina Bay Carnival (PMBC) was created as a marketing platform to build relationships with the community through play. Prudential, the title sponsor took the opportunity to leverage on the event to heighten its brand awareness and visibility, and to continue its momentum built with its earlier “Relationship Reconnect” campaign to differentiate from its competitors. PMBC also allowed Prudential to engage with young people through a positive and fun environment, to activate its CSR programme, and at the same time, provided Prudential an avenue for lead generation and data capturing.
Prudential has always been associated with professionalism and trustworthiness. With its objective to reach out to the young and contemporary segment (including young families), PMBC was a perfect platform for Prudential to increase its reach and exposure to new and existing clients. Visitors had the opportunity to get more acquainted with Prudential as a brand through its sponsorship activation booths of PruBounce and Pruplayce which attracted the millennials and families with activities such a specially developed 180-degree bullet-time photography booth to capture animated photos, digital tattoo printing, tote-bag stamping workshops. Digital marketing campaign was a main pillar of the marketing strategy to reach out to the millennials and young families. Various instagrammable moments and the colourful backdrop of the carnival generated much digital exposure for Prudential.