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WAN-IFRA XMA Cross Media Awards 2010 |
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Company: Singapore Press Holdings Ltd |
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Project name: Fashion Season @ Orchard 2010 (FSO 2010) |
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General information about the publication |
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The official media for the campaign are:
The Straits Times is the most-read newspaper in Singapore and provides comprehensive news coverage of Singapore and beyond. Circulation: 360,000*.
URBAN magazine is a guide to looking good. It is distributed as a supplement in the Straits Times every Friday.
SPH Magazines publishes the following 3 magazines:
- Her World magazine is the leading women’s magazine on fashion and beauty, lifestyle trends and social issues. It has a monthly readership of 196,000**.
- FEMALE is the regional magazine that focuses on fashion and beauty. It has a monthly readership of 135,000*.
- NUYOU is the leading Chinese-language fashion and beauty authority for trendy bi-lingual women in Singapore. It has a monthly readership of 36,000*.
AsiaOne Diva features women’s news and issues of interest pertaining to celebrities, relationships, fashion and beauty. It has 1.5 million monthly page views and a unique audience of 200,000.
Rednano.sg is a local search and directory engine, website host and mobile marketing provider.
Razor TV is a Web TV portal.
SPH MediaBoxOffice has the largest digital Out-of-home media network of LED screens at strategic locations and Plasma/Digital screens across Singapore at prime point of purchase locations.
* Source: Nielson Media Index 2009 |
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Entry description |
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This integrated campaign involved SPH’s multi-media offerings On-Print (newspapers & magazines), On-Line (website verticals), On-Ground (events) and On-Screen (outdoor digital media).
The campaign objective was to create “FASHION” buzz and excitement over six weeks during the Spring/Summer 2010 fashion season and generate shopping frenzy along Orchard Road, Singapore’s key shopping belt.
The campaign promoted activities across 10 shopping malls and over 120 retail shops. Key events include fashion shows, workshops and exhibitions.
The call for public participation was pushed out through a dedicated website that provided contest information, terms and conditions, registration forms, sign-ups for workshops and forums, media releases and regularly-updated calendar of events for FSO2010. Print, online and outdoor advertisements were utilised to hype up awareness for FSO2010 and its accompanying on-ground activities. This generated a high level of consumer engagement and interactivity.
Through its fashion spreads, regional magazine advertisements provided pre-publicity aimed at drawing regional tourists to Singapore. These publications also flagged FSO2010’s key events which include a spectacular Catwalk Show featuring 125 models and 10 fashion labels.
Another key programme, FSO Asian Models 2010 was publicised through print and online channels, where the public were invited to vote for their favourite models from across the region. |
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The basic idea of your cross-media local project |
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Fashion Season @ Orchard 2010 (FSO2010) was a six-week campaign held from 2 April to 9 May 2010. It celebrated “FASHION” in conjunction with the launch of the Spring/Summer season. This event was held in conjunction with the Asia Fashion Exchange (AFX), which is the equivalent of Singapore’s Fashion Festival.
The campaign aimed to attract Singaporeans, Singapore residents and tourists from around the region to visit Orchard Road to shop, dine, and be enthralled by a unique thematic fashion experience. FSO 2010 campaign aimed to attract 48,000 local shoppers and foreign visitors to shop at Orchard Road. The target expenditure per shopper was S$200.
The event deliverables of the campaign include a Fashion Party activation comprising multiple fashion shows held concurrently at various malls along Orchard Road on 2 April (launch day). In addition, a first-ever large-scale fashion photography street exhibition was staged along the stretch of pedestrian walkway fronting 10 shopping malls. 125 models also took to the catwalk in the Female & Nuyou Collection Show and Annual Orchard Street Runway show. |
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Used media channels |
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| Other: |
Outdoor - Street Banners, LED and Digital indoor displays |
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The implementation |
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SPH spearheaded this project which was initiated in October 2009 with proposals sent to our partners - Orchard Road Business Association, Singapore Tourism Board and MasterCard. To enhance consumer engagement and have the campaign connect with our targets, the theme “Fashion for Everyone” was introduced. So not only could consumers enjoy FSO 2010’s activities, they also went out to buy the fashions for themselves.
Media that were instrumental for the event’s success include dailies such as The Straits Times, a dedicated FSO microsite, AsiaOne Diva (women’s portal) and Rednano.sg search. Advertorials were placed in local and regional women’s magazines (Singaporean and Malaysian edition of Female and NuYou, Indonesian edition of Female, and the Thai and Vietnamese edition of Her World). Outdoor advertising using Street Banners and digital screens (outdoor and indoor) helped to reach people on the move and target them near the point of purchase so as to reinforce awareness and encourage shopping. All print, outdoor and online publicity carried the FSO logo, tagline and color scheme. All marketing materials point readers to a dedicated FSO website, supporting our idea of having a focused one-stop single identity location where people can find out more about the programmes. |
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Image(s) |
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Links |
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http://www.fsoorchard.sg/
http://www.razor.tv/site/servlet/segment/main/sear ...
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Results of the local project implementation |
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The Fashion Season @ Orchard campaign achieved the following:
- Event turnout/ participation exceeded minimum target of 48,000 visitors, with a commissioned survey showing turnout of 141,541 visitors to the key events on Orchard Road.
- 3 in 10 shoppers visited Orchard Road and participated in FSO’s activities.
- 12% of tourists came to Singapore specifically for the event.
- The average tourist shopping expenditure in Orchard Rd was S$376 per Tourist, S$176 higher than the set performance target of $200.
- 5,100 shopping vouchers were redeemed by shoppers who had spent a minimum of $200 in the shop & redeem programme.
- General awareness of FSO2010 – Half of the respondents surveyed said that they are aware of FSO2010 and its activities.
Much buzz generated with 10,000 SMS voter entries, 400 people participating in the Fashion Styling Workshops (vs. target of 300), 520 entries for the Canon FSO Fashion Photography Challenge, 6,500 spectators attended the Female/ Nuyou catwalk show (vs. target of 5,000) and over 90,000 in page views for the website!
The campaign exceeded the client’s [Orchard Road Business Association] expectations and because of the excellent results, they have confirmed working with SPH on FSO2011. |
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