Campaigns

C.R.P PALS

The Brief

Under a competition hosted by NUS called Pitch it! We were assigned to create a campaign that would promote Changi Rewards Programme and increase the number of sign-ups.

Research Done

Together with my team, we conducted both primary and secondary research for this campaign proposal. Not only did we do extensive research, but we also conducted a survey in order to get more insights.

Findings

Our research found that our target audience primarily got information from word-of-mouth and adverts. We also found that they especially enjoy sales promotion and GST absorbed shopping.

Our Big Idea: C.R.P Pals

C.R.P (Changi Rewards Programme) Pals is a campaign which will introduce localised characters that Singaporeans would be able to relate to. Through these characters, our audience would be understand the benefits of joining the programme and what they would be missing out on if they do not join.

IMC Tools

Content marketing

.Event + Lucky Draw

Out-of-home advertising

Social media marketing

Videos

Key Takeaways

Though my team and I did not manage to place in this competition, we still learned and gained a lot of this experience of creating a campaign, including the following:

1. Creativity is extremely important in PR campaigns!

2. Having a flair in writing does not only apply to journalism, but PR too!

3. It's important to ensure that the IMC tools used are in relation to each other, to ensure that the entire campaign is uniform.

Team Members

Sally Gloria Manik

Shawn Seah Jia Kang

Edlyn Chew Ying Hui

Kaisah Batrisya

Asyurah Nursyazleen

Want to learn more about this campaign proposal? Click the button below!

View Full Proposal

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