PRUDENTIAL MARINA BAY CARNIVAL

TitlePRUDENTIAL MARINA BAY CARNIVAL
ClientPRUDENTIAL ASSURANCE COMPANY SINGAPORE
Product / ServicePRUDENTIAL MARINA BAY CARNIVAL
CategoryE02. Sponsorship & Brand Partnership
EntrantPICO ART INTERNATIONAL Singapore, SINGAPORE
Idea Creation PICO ART INTERNATIONAL Singapore, SINGAPORE
Production PICO ART INTERNATIONAL Singapore, SINGAPORE
Additional Company PRUDENTIAL ASSURANCE COMPANY SINGAPORE, SINGAPORE

The Campaign

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.

The Brief

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

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

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.

Credits

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