reinventing changi campaign
This campaign was submitted for NUS's "Pitch It!" marketing competition.
Overview
The challenge given was to create a campaign that would acquire 100,000 new members (residing in Singapore) into the Changi Rewards program.
We centered our campaign around repackaging Changi to not be just an airport, but as a shopping mall for visitors.
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My role
I was in charge of doing the main bulk of research on our target audience and analyzing the strengths and weaknesses of Changi through a SWOT analysis and more.
I crafted the audience profiles, the themed events and pinpointing areas of problems that Changi Rewards faces.
campaign ideation process
Duration: 9 September to 16 September 2019
audience and company analysis
Through conducting surveys on our target audience, we found that:
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More than 50% of respondents signed up for Changi Rewards because it was free
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More than 50% of respondents spent from $0 - $100 at Changi monthly
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64% of respondents travelled to Changi by public transport
Through a SWOT analysis and analysing Changi's macro and microenvironment, we drew these insights:
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While people are attracted to the benefits of Changi Rewards, the reward system needs to be improved to encourage people to shop at Changi
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The inconvenience to get to Changi Airport deters many from visiting unless its for travel purposes
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Other retail locations and neighbourhood malls pose as a threat to getting people to shop at Changi due to convenience
Crafting consumer profiles
After referencing a survey conducted by OCBC on the top concerns of Singaporean youths, we found that "giving back to the community" and "environmental impact caused by purchased products" were areas we could tap into.
I created two audience profiles using both the data from OCBC's survey and our audience research to understand our audience, which was youths aged 18 to 25.
Our big idea
Through our research process, we discovered our BIG IDEA which was to reinvent Changi into a place that was just like a normal shopping mall that our audience visits frequently.
Our campaign would emphasise on shifting the perspective of Changi Airport to being a location of choice for consumers for leisure activities.
The key messages of our campaign are:
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Changi Airport is a mall as much as it is an airport
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Changi Rewards benefits all members regardless of tiers
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Changi Rewards creates valuable experiences for its members
conceptualisation of ideas
In line with our campaign, we crafted the following ideas:
1. Themed events
A Halloween event and a "Thrift and Save" event would be held at Changi where Changi Rewards holders can enter for free and earn points by donating second-hand clothes.
These events leverage the upcoming festive season and current trends amongst our target audience.
2. Partnering with heartland brands
Partnering with popular brands such as Uniqlo, H&M and Muji will give people more incentive to sign up and collect Changi Rewards points as these shops have affordable price ranges.
3. New sign-up benefits for users
Our new sign-up package for new users would consist of:
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$50 retail voucher at Changi
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$50 dining voucher at Changi
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100 instant Changi Rewards points at sign-up
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Discounts for referral codes
This package would provide further motivation for people to use Changi Rewards as the benefits are instantaneous.
IMC TOOLS
We utilised the following tools to promote our campaign:
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Online
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Digital
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Face-to-face
Digital marketing
Using Changi's social media accounts and paying for sponsored posts will effectively publicise our events and changes to Changi Rewards to our audience.
We will utilise QR codes on outdoor posters for passersby to easily get information about our events and changes to Changi Rewards.
Personal selling
Pop-up booths will be stationed nearby tertiary schools and the central business district area to target millennials to sign up for Changi Rewards.
Advertising
Through posters, billboards, escalator advertisements and native advertising videos, we will garner a huge reach and promote our campaign effectively.
Public Relations
Through media releases and media tours, we will garner anticipation and excitement for our events and a new reward system.
LEARNING EXPERIENCE
Through crafting this campaign with my team, I realised that understanding our target audience is not as easy as it seems, and crafting ideas catered to encouraging them to sign up for Changi Rewards is even harder. We need to understand their motivations and think creatively to get them to be attracted to our campaign.
Through this competition, I learnt the importance of understanding every part of your audience as it is the stepping stone to crafting an effective campaign.
TEAM MEMBERS
Sharyl Chin
Aloysius Ang
Gwee Yu Xuan
Tan Anna
Keisha John Nathan