End report 2

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Marketing year 2, assignment ii c21048

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robin akkermans 3119882 laura d’agata 2941643 anya bazhenova

3426408 julia brugman 3011720 charlotte adriaansen 3085872

preface We, Robin Akkermans, Laura D’Agata, Anya Bazhenova, Julia Brugman and Charlotte Adriaanse have been ordered by Fontys University of Tilburg to conduct a campaign for Madame Tussauds Singapore. This second end report about Madaume Tussauds Singapore has been written during the 3th semester of the study. This campaign has been started on the first of November and ended on the 12th of January 2018.

At the beginning of the second end report you can find a summary of the first end report.

Laura, Julia, Anya, Robin & Charlotte 2

introduction Introduction Madame Tussauds Singapore and Fontys Economic University Tilburg have given us the opportunity to make a campaign for Madame Tussauds Singapore. Madame Tussauds Singapore is an attraction and tourist attraction at Sentosa Island on Singapore. It opened on November 2014 as the seventh Asian attraction of the Madame Tussauds international chain of wax museums. The museum features many wax figures of political figures, famous actors, sports icons and other superstars. People can photograph and pose with their favourite stars, come face to face with international icons and get on stage with music legends. Including the all new and re-imagined Images of Singapore LIVE and the “Spirit of Singapore” boat ride, Madame Tussauds Singapore is a whole unique experience.

This Marketing Communication plan is focused to depict the cooperation between Madame Tussauds and Marvel 4D cinema in Singapore on the Sentosa Island. We would like to draw objectives basing on the customer journeys to have the most efficient impact on the visitors.

The screening will have Marvel pre-show where visitors can get a closer “superhero” experience.

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index inde

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2.

research

target group

Research 6

Target group General level Domain-specific Brand-specific Most important insights

6.

7. planning

instruments and media App 18 Website 30 Flyer 32 Superhero mirror 34 Promotion video 36 Google Adwords 38 Airport banner 40

7 8 8 8 9

Media planning

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3. objectives

Objectives 10 Brand awareness 11 Behavioral intention 11 Satisfaction 12

8. budget

Budget 43

4. strategy

Strategy 13

9. evaluation

Evaluation 44

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5. concept

Concept 14 Using our touchpoints 14 Ten highlights of Beat The Bad 16

10.

bibliography & attachments Evaluation 44

research

summary

The consumer of Madame Tussauds is highly involved with the product. Their affective side dominates in making the decision whether they will buy a ticket for Madame Tussauds Singapore or not. Madame Tussauds is quite new in Singapore, that means that a lot of people know the brand Madame Tussauds, but they do not know that it is so much more than just a wax attraction. The research shows that Madame Tussauds has a lot of competitors for example Gardens by the bay, National Orchid Garden and Singapore Botanic Gardens. Those are all highlights of Singapore that you can only see in in Singapore. Since Madame Tussauds is located not only in Singapore, it is important for Madame Tussauds Singapore to make sure that the consumers become aware of the fact that this attraction is unique and different because they offer a whole new experience, which is entertaining and educational. They can really distinguish themselves from the other attractions by giving the consumer that ultimate experience. Which is something to keep in mind when creating the campaign.

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target group TARGET GROUP

Focused target audience is a group of travelers from Europe. They are mostly from Low-Context Cultures, except Spanish, they are closer to High-Context cultures. Productivity depends on the procedures and paying attention to the goal. Communication between two persons from a low-context culture tends to be more specific and direct. It tends to emphasize individual rights, such as freedom, privacy, and autonomy.

Northwest Europeans tend to see themselves as unique and special, and are free to express their individual thoughts, opinions, and emotions.

They value independence and self-reliance and emphasize individuals’ responsibility and inner motivation, also described as having an internal locus of control. Tend to have greater need for formal rules, standards, and structures. Deviation from these rules and standards is considered disruptive and undesirable.

stay is longer, probably, firstly a visitor will explore national sightseen and then go and entertain children. Furthermore, the ways to approach these two different types of people are different.

For stopovers, advertising should be fast and highly visible so they can notice it right away, not losing priceless time and for families, it should be more relaxed and engaging for children. When talking about families, before traveling they do some research online about the country that they are going to, in addition, they are more interested in traditional advertising than the social media. They enjoy being outside of the business life and want to spend quality time with their children and spouse. When it comes to the young adults, in their trip they value sense of achievement, safety and ease, leisure and adventure factor. Since they are millennials they are active social media users. They want to experience authentic culture and see this vacation as a reward for a year of hard work. Furthermore, they rely on referral media channels.

The target group is young adults and families who seek an escape from the daily routine, stress and want to experience adventures, exotic cultures and nature. This target group has a good welfare in their country, are economically stable and located in the middle class and higher. One of their motivations is to gain new perspectives on the world and to relax.

Since the purchase of the MT tickets considered to be dominated by affection, customers firstly feel, then think and finally do. The visitors of Madame Tussauds have a high involvement with the brand. Considering all of the behavioral traits, habits, and goals that these personas have, market segments are focused on such criteria as “share of experience”, “partner(s) to travel” and “duration of stay”. The share of the experience depends on a generation factor since young adults share more than the millennials and millennials share more online than the older generation.

By knowing the behavior of sharing, Madame Tussauds can adjust already existing communication strategies. Next, is a co-travelers segment.

Beforehand planning is more common for family travelers rather than young adults. And the last but not least is the duration of stay segment.

By knowing the length of stay, one can determine where in priority visit to Madame Tussauds stays. If it is a two-day stay and a person prefers to go to Sentosa island and out of all attractions chooses Madame Tussauds that shows that it is of a high importance for that person. If the 7

General level

The target group of Madame Tussauds mostly comes from Germany and the UK. Families, children and young adults are the most relevant ones for the attraction. Parents have a full-time job and have an average income in the middle class or higher so that they can go on a vacation with the whole family every year. These people have a desire to explore more countries and learn but they also want to be entertained and surprised by new things.

For the main product of Madame Tussauds we combined a visit with a brand-new app called ‘’Beat the Bad’’. In this way, we can stand out more in comparison with the other attraction. The app makes it possible to get a discount for the entrance ticket to Madame Tussauds or win a prize. It makes a visit more fun, interactive and educating at the same time. Because of rewarding the users of the app, there are more chances that the number of visits to Madame Tussauds and Marvel will increase.

To get to know about Madame Tussauds and to attract more tourists to the attraction we use different kinds of media, such as online banners, advertisements in public spaces and promotions of Madame Tussauds in different accommodations.

Domain-specificlevel

The target group of Madame Tussauds is highly involved with the brand. Next, it is also about a transformational involvement. They score high on affection, meaning they first feel, then think and then do.

Madame Tussauds can be visited all year long, but because the target groups (families and young adults) are coming from Europe (Germany and UK) they have a long summer vacation in July and August what makes them visit Madame Tussauds in these specific months. Therefore, Madame Tussauds is more visited in these two months.

Brand-specificlevel

Tourists are more aware of Madame Tussauds and Marvel through different types of advertisements seen in the airports, hotels, in the streets and online. This leads them to the attraction and get to know what kind of an attraction Madame Tussauds is. We want the advertisements to stand out and be interactive at the same time.

Our goal is that families and young adults purchase a ticket at the website of Madame Tussauds or directly at the attraction. This is why we created several advertisements so that we can make this happen. Furthermore, with the brand-new app ‘’Beat the Bad’’ we want to entertain children, young adults and adults and educate them about the highlights of Singapore. This also leads to a higher change of purchase because of the discount they earn with the collected points in the app.

Because Madame Tussauds is introducing Marvel figures into their attraction it means they are adding something new and interesting to their attraction that can fascinate many people. This leads to more (positive) message sharing on social media, so to say, free marketing. Lastly, if they use the app and want to share their score and earned discounts, they can also do that on Facebook, so that more people get to know about the app and its function.

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Means – ends chain a visit to Madame Tussauds

Most important insights and relevance for objectives/strategy

Conclusion: Introducing something new into an attraction can really affect the way people look at your attraction and make them enthusiastic about it. Because of this, we made advertisements that grabs the attention of a passenger immediately. This way we lead tourists to the attraction in a fun and interactive way.

Besides of that, adding a new app during their visit in Singapore adds more value to the attraction and makes them want to visit it even more.

Because of the way our target group behaves: first feel, then think and then do, we created advertisements that has a high affection such as the mirror advertisements in the airport of Singapore where people can see themselves as a super hero. It creates an experience itself.

And last but not least, the app has an added function for Madame Tussauds. It represents the Marvel figures in a fun but educational way for the whole family. Users of the app get rewarded with discounts what leads to a positive reaction and makes them want to share about their experience and visit to Madame Tussauds on social media.

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objectives Campaign will run with a budget of 75000 Singaporean Dollars starting from the first week of June.

In this campaign, we want to achieve behavioral and satisfaction objectives.

Attract visitors to the attraction.

In order to become a popular and well-known attraction many visitors need to come. As much as we want to be a planned activity, walk ins are also important. To drag tourists` attention bright and eye-catching outdoor advertising needs to be used. The success can be measured by counting the numbers of visitors compared to past months.

Make visitors share the experience.

Madame Tussauds needs to shape the experience that way so afterwards customers would like to share it with their friends and family online and offline. Which can become a tool for a free marketing. The more unexpected and exciting activities they find in the attraction and its communication, the more chances to be remembered and passed forward

Create an image of one of a kind entertainment.

Despite of tourists` duration of stay, Madame Tussauds needs to stay at the top of minds of Singaporean visitors. In case of return visitors, when they have already been in the Madame Tussauds in another country, customers need to see Singaporean attraction like a different and unique entertainment. The image of a regular museum needs to be reduced and diminished as much as possible. It should be presented as a real-life superhero experience with emotional accompaniment.

download the app

With the application, it is planned to entertain and educate families and young adults about Singaporean culture. By using this game customer can get a discount or a prize afterwards.

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Brand awareness

We want to make sure tourists are aware of the brand of Madame Tussauds by promoting different types of advertisements of the attraction in public spaces, like the airport, hotels and outside. The advertisements differ from each other with each one their own message. Besides of that, we want the advertisements to stand out, get the attention of the tourist and be interactive at the same time. This way, more and more people get to know Madame Tussauds as an entertaining attraction for the whole family, what they offer and that they work together with Marvel.

Because of the choice of our advertisements our goal is to make sure that the number of visitors increases within the next month. This way, we know the advertisements are successful so that we can continue with these promotional tools.

Furthermore, Madame Tussauds should not be represented as a museum but as a real-life superhero experience with emotional accompaniment.

S: The benefit of the message of the main product we want to send to the tourists is that it’s a fun, interactive and entertaining attraction for the whole family.

M: Reach at least 50% of the travelers that are walking through the airport of Singapore that notice the advertisements of Madame Tussauds in the hallways of the airport and in the restrooms.

Furthermore, reach at least 60% of the target group ‘’families’’ 3 times during the campaign (in the airport, at a hotel and outside).

A: Score 10k likes on the Facebook page of Madame Tussauds Singapore.

R: We would like that tourists associate the brand with entertainment, fun and interactive. This has to be the first thing that comes up in their minds when they read or hear about Madame Tussauds Singapore.

T: During the first two weeks of the campaign we would like to see an increase in visitors to the attraction due to the success of the chosen advertisements.

Behavioral intention

Eventually after tourists become aware of the brand and get to know the brand better, we want them to visit Madame Tussauds, visit the website, buy a ticket and last but not least, share their experience with family and friends online and offline. Especially the last one creates free marketing for the attraction and that’s what we aim for.

How do we make sure visitors write and share about their experience with Madame Tussauds and the Marvel figures? First of all, the attraction needs to show something new to the visitor and in this case it is all about Marvel. People need to find something that they did not expect to see, something exciting, and that makes them want to share it with their family and friends and write reviews about it on TripAdvisor for example.

S: The new idea of Marvel standing in Madame Tussauds must lead to more popularity, sharing and experience under the tourists. It’s a new idea that adds more value and entertainment to the attraction.

M: Reach at least 60% of the target group ‘’families and young adults’’ at least 5 times during the campaign. Meaning they notice the online advertisement (made through Google Adwords) while they surf on the internet and actually click on it. This way, they have access to the website of Madame Tussauds and Marvel and this will lead them eventually to buy a ticket to the attraction.

A: Make sure that the number of shares about visits to Madame Tussauds Singapore and Marvel increases every week and we can achieve that with Google AdWords. Besides of that, we want to achieve an increase in clicks and impressions on the online banner every week.

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R: We would like that tourists associate the brand with entertainment, fun and interactivity. This has to be the first thing that comes up in their minds when they read or hear about Madame Tussauds Singapore.

T: During the first two weeks of the campaign we would like to see an increase in visitors to the attraction due to the success of the online banner, website and social media shares about Madame Tussauds and Marvel.

Satisfaction

As above, the advertisements lead the tourists to our final product and that’s a visit to Madame Tussauds in combination with Marvel. Besides of that, we also created the app that people can use and every step here fore is explained on the website of Madame Tussauds.

S: For example, when a customer clicks on the online banner they are led to the website of Madame Tussauds and they can read the description of

how to use the ‘’Beat the bad’’ app step by step. The goal of this product is that families and children can have fun but learn at the same time during their vacation. As a reward, players of the app earn points during the game and with a certain amount of points they get a fair discount or prize afterwards. This leads to satisfaction of the user and motivation to buy a ticket at Madame Tussauds.

M: Reach at least 60% of the target group ‘’families’’ with the ‘’Beat the Bad’’ app during our campaign. This can be through our website, through the online banners, Facebook, etc.

A: 80% of the target group needs to know about our app. Besides of that, our goal is that more than 90% of our visitors to the attraction share a positive experience on their social media. Lastly, we also want that people find it easy to navigate through our website as well as in the app.

R: We would like people to associate the app with youth, fun and informative and a good way to spent your vacation with.

T: During the first three weeks of the campaign we would like to see an increase in users of the ‘’Beat The Bad’’ app and more positive experiences about the Madame Tussauds and Marvel combination share online.

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strategy How can we make sure that MT Singapore becomes one of the top 5 places for young adults and families, since it is a MARVELous experience?

Proposition

The product that Madame Tussauds (Singapore) offers is an interactive day in a wax attraction. One of the objectives is that people have to become aware that Madame Tussauds Singapore offers a whole new experience with Marvel. The main benefit and the big promise to the target group with Marvel Secret Command Centre, is that you can start your training with Marvel. You can feel what it’s like to have super powers - hang from the ceiling with Spider-men, get to grips with Wolverine’s retractable Claws, feel the incredible Hulk’s might squeeze, and stand strong alongside Captain America and Iron Man (Merlin Entertainment Group, 2015, sd). Most important is that Madame Tussauds Singapore use this new experience to distinguish themselves from the competitors: SEA Aquarium, Singapore Zoo, Universal Studios and Gardens by the bay. These four competitors are other activities in Singapore that a tourist could visit.

Madame Tussauds & Marvel can position itself as a brand that is cheaper than their competitors and MT gives more value for the money that the tourist pay. But Madame Tussauds & Marvel Singapore can do other things that can be improved. SEA Aquarium, Singapore Zoo, Universal Studios and Gardens by the bay are more active on social media. It’s very important that Madame Tussauds & Marvel Singapore also keeps their social Media pages up to date, and let the consumer know that Madame Tussauds offers a whole new experience with Marvel. Informational positioning is used to take information about new products and their distinguishing features.

positioning

The positioning of Madame Tussauds and Marvel Singapore is transformational strategy because the products and brands are bought for fun and as you can see in the persona, the visitors have a high involvement. That means that the consumer first wants to feel, then they think and then they buy (The purchase process is dominated by the affection). When Madame Tussauds used informational Positioning they can show the visitors that they have a new concept with Marvel. That consumer has to know that Madame Tussauds and Marvel Singapore wants to create an interactive feeling and make consumers feel like a part of a story.

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concept With a scripted story, customers will go through 10 highlights in Singapore and as an end point will get to the MT. The main goal is to entertain and educate the target group. The app that is going to be presented is going to be engaging for both: kids and adults. The app will allow one to become a superhero and catch villains at the main highlights, after doing so, the informational guide about the place will be presented to them. After collecting all of the bonus points customers can get a discount or a prize of their choice at the attraction. However, the story that they will be following will have double meaning, since being a hero in kids` minds and adults` is a completely different thing.

using our touchpoints families

The first time we can grab the attention of the customer is to send them a confirmation email when they have bought their ticket. In this email, there is also a download button which refers to the MT-app.

The second time we can approach our customers is in the toilet at the airport in Singapore. Almost everyone visits the toilet after a long flight. The idea is to make mirrors that turn you into a superhero which follows your movements.

In the corner of this mirror will be a QR code which links to the app-store to download the MT-app.

To download this app, you need Wi-Fi and also there will be an ad about the MT-app. So we will also use the touchpoint were the customer connects to Wi-Fi at the airport.

When the customer arrives at the hotel the other touchpoint comes forward, at the best-visited family-hotels flyers of MT will be placed at the reception.

With this flyer there will be a 3D glasses, which the customer can use during playing the game on the app.

After visiting the attraction customers will be asked to fill in the survey about their experience, that will help to monitor the success of the campaign.

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young adults The first time we can approach our customers in Singapore is in the toilet at the airport. Almost everyone visits the toilet after a long flight. The idea is to make moving mirrors that turn you into a superhero which moves like you move. In the corner of this mirror will be a QR code which links to the appstore to download the MT-app.

To download this app, you need Wi-Fi and also there will be an ad about the MT-app. So we’ll also use the touchpoint were the customer connects to WiFi at the airport.

When the customer arrives at the hostel the other touchpoint comes forward, at the best-visited hostels flyers of MT will be placed at the reception. With this flyer there will be a 3D glasses, which the customer can use during playing the game on the app.

After visiting the attraction customers will be asked to fill in the survey about their experience, that will help to monitor the success of the campaign.

Entertainment research Critical

Check the MT program

Buy planetickets

Accomodation research Critical

Eat Hungry

Buy tickets for MT Exited

Budget Critical

families

Discuss with cotravellers Critical

Entertainment research Critical Going home Nervous/ exited

Buy planetickets Exited

Book hotel Exited/ critical Receive confirmation mail Exited

Check Google or ask locals for places to eat Hungry Spending time in MT Exited

Going to airport Nervous Flight to Singapore Nervous

Connect to WiFi

Make a dayplanning Exited/ critical

Check phone and connect to WiFi

Check the flyers and discount display

Go to Sentosa Island Exited

Flight to Singapore Nervous/ exited

Searh for hostel and go there Critical

Packing Exited Discuss with cotravellers Critical

Download/ play Marvel games Exited Giving feedback about the visit Depends on experience

Checking prices of plaine tickets Critical Tell friends and family about Singapore and MT Depends on experience

Home research Critical

Budget Critical

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Check the prices of Madame Tussauds Critical

Connect ot WiFi

Country research Critical

Go to hotel Arrive at Singapore Exited/ Tired

Going to airport Exited

Accomodation research Critical

Go to MT Exited

Check in at airport

Checking website MT Checking prices of plaine tickets Critical

Home research Critical

Images of Singapore live Exited

Packing Stressful

Country research Critical

Sharing pictures and experiences

Receive email about feedback to MT Depends on experience

Search for someting to do

Heard about MT Exited

Check in

Arrive at Singapore Tired

Ask locals what to do in Singapore Curious Go to city

Tell others aobut MT Depends on experience

Show pictures at home

Eat Hungry

Visit Images of Singapore Recommend live on social Buy a ticket media for MT Depends on experience

Buy something in the souvenir shop Critical

Go to Sentosa Island Exited

Change money

Visit MT Exited

Receive email about feedback to Sharing MT pictures and experiences Depends on experience on social media

Check Google or ask locals for places to eat Hungry Take some pictures of Singapore Exited

Giving feedback about the visit Depends on experience Going home or to another country

10 highlights of beat the bad Gardens by the bay – Red Skull

Originally coming from Europe, he decided to steal all colors from the gardens. He started to steal when he became an orphan and lived that way ever since. He never knew care and love and became cold, cruel and greedy. Every night he turns one person into his army of thieves that want to steal all the world`s colors and live in total darkness. It would never have happened if he wouldn’t be left out alone in the streets.

LEVEL 1 – People aren’t born evil; the lack of love is what causes it

National Orchid Garden – Dr.Droom

At the beginning, Red Skull and Dr.Droom came to Singapore together to take over it, but as usual Dr.Droom betrayed his partner and wanted all power just for himself. He became even more filled with anger and desire to destroy the beauty of this world, that’s why he came to the center of pure beauty – orchid garden. But he failed, since even toughest guy couldn’t win on his own, he could, if he hadn’t rejected Red Skull.

LEVEL 2 – Arrogance makes people ignorant

Singapore Botanic Gardens – Dark Phoenix

When she heard that there is a chance to take over the world she couldn’t miss it. In the same moment, she rushed to Singapore without any preparation, she thought she can do her usual sun eating and scare everyone to death, but she didn’t expect such opposition from your (a player) side. She can’t stay loss and when she realized she loses she gave up and came back to the darkest place on Earth and never came back.

LEVEL 3 – Desire and impulse driven decisions should be guided by rational thinking.

Singapore Zoo – Loki

When Dark Phoenix was defeated and returning back she met Loki and just by looking at her he could tell that something greatly evil was about to happen, but that was not the case. He was so jealous that she got to the fight before him, but the thought that she lost was pleasing him. He decided that he is the only true evil who can properly battle and flew to Singapore. When he came and heard stories people were telling about the previous villains he became just more furious that the thought of stealing the beauty wasn’t originally his.

He headed to the Zoo to start destroying rainforest and the whole wildlife, but half way through he met You and couldn’t fight back.

LEVEL 4 – True confidence has no room for jealously and envy.

Marina Bay – Doctor Octopus

Since he is highly intelligent and technological genius he hacked Singaporean web cameras and saw battles. He decided not to miss a chance and go right after Loki. He thought that no one could beat his great technologically developed machines and incredible brain. He dedicated a great time thinking the plan through and finally attacked. However, he didn’t expect Singaporean Bays to have such a great fighter that with his/her brave heart defeated him.

LEVEL 5– The great leaders realize that there are always individuals who can be better. Yet, it just enhances self-improvement.

Singapore Flyer – Kang

This villain always travels in time and just a second ago saw that all 5 battles were lost and he can learn from their mistakes by looking at it over and over again. When he goes around on the wheel he sees the future, so it’s extremely hard to beat him, he knows all your steps ahead. But the mistake that Kang made was to start this battle just of boredom, not from any desire to become more powerful. So he became bored again and missed your shot which was fatal for him.

LEVEL 6 – The enemies of human happiness are pain and boredom.

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Waterfront Promenade – Sandman

This bad guy always was unstable and unexpected. Firstly he fights for good, then for bad again and you never know what is he up to this time. He is amazingly strong with his superpower to control sand but he never has his own thoughts about why he is really doing it.

While Kang was travelling in time he shortly met with Sandman and told him to continue a fight in case he loses. After Sandman heard this message he became all excited about getting all the beauty of Singapore and headed right to the Waterfront Promenade. With his sand he can stop the water flow and because of the pressure underground the water will blow up the whole city – he thought.

LEVEL 7 – Question the authority – critical mind is what matters.

Marina Bay Sands Skypark – Green Goblin

As a kid Green Goblin was a regular boy, but suddenly his father lost a business and after the sequence of unhappy events he became an orphan. He blames everything on business corporations and decides by any chance to become the richest person and never become poor and pathetic like his “loser” father. He was planning to come to Singapore next year, since he knew about how developed country is. But the recent villains’ insurrection made him even more power hungry and he decided to come immediately. By choosing the highest building he planned to see all his future tenure and start the attack. Money and power was all he could think about, but he should have better practice his superpowers.

LEVEL 8 – Don’t let yourself be controlled by three things: people, money and past experience.

Buddha Tooth Temple – Thanos

When at such a short period of time so many evil professionals were defeated the king of death Thanos couldn’t miss this information, he feels when there is suffering going on in the world and he enjoys it. Even if the one who is suffering is standing for the same idea as he does. He didn’t care about ruling the world at the moment, rather he wanted to destroy harmony and peace. That’s why he came at the one of the most holy and safe places in Singapore – Buddhist temple. He tried to make harm to monks and those who were practicing and praising happy life. But the power of positive thought destroyed him and he couldn’t stay any longer in the temple atmosphere.

LEVEL 9 – Obsession with death comes from the fear of death. The fear does not stop death, it stops life.

Jurong Bird Park – The Mandarin

Hearing all these stories of the greatest villains dying from some unknown incredible powerful person made Mandarin extremely angry.

He came for revenge. He never had a loving home or any home in general, when he was a kid he was homeless and to revenge those, who offend him became a habit. When he came to Singapore he decided to go to the Bird Park and set an example to people that no one could beat evil by enslaving and harming all the creatures in the park.

LEVEL 10 – Weak people revenge. Strong people forgive.

Now, after you defeated all the villains you deserve a real rest. It’s time to enjoy a free time in a safe Singapore. Madame Tussauds is very thankful for your help! You are a real superhero!!

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instruments and media

app The “Beat the Bad” app is created to make a full experience for the customer. This is your chance to be a superhero and to safe Singapore from the villains. Catch the bad guys at the highlights of Singapore, save the people, collect points and get your information about the place you are at that moment.

While you’re visiting a beautiful place, you can entertain yourself with nog only playing a game, but also getting to know the stories of the villains. Why are they doing what they do? What can you do to save the inhabitants of Singapore? And not to forget, what is the story of the places you are visiting?

For each villain, you catch you earn points, with these points you can get discount on your ticket for Madame Tussauds. If you already have a ticket, the points provide you other benefits in Madame Tussauds.

“Beat the Bad” isn’t only for kids. Adults can also play the game, because they can use it as a city guide as well.

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Madame Tussauds by itself is an absolute experience attraction for tourists all over the world but because Marvel is also highly popular these days, a collaboration has developed between Marvel and Madame Tussauds. Great, right?

Nowadays Madame Tussauds represents several Marvel figures into their attraction where you as a visitor can meet your biggest Marvel hero and of course make pictures with them. But that’s not all, at the website you can read more about the new app “Beat the Bad”.

Recently Madame Tussauds released their ‘’Beat the Bad’’ app that children, young adults and families can download on their phones. With this app you can beat the bad guys that are hidden in the touristic places in Singapore and save Singapore from these intruders. Besides of that, children and adults learn more about the touristic attractions by the information the app is giving to them about every single highlight in the city. For the parents it’s great to know that their children are entertained during their vacation. On the other hand, the parents also can participate in the ‘’Beat the bad’’ app. Their task is to recognize why the bad guys behaviors’ is that evil and what situation made them bad at the first place. Eventually, the app makes it interactive, fun and informative to play for the whole family!

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with 3d glasses

flyer

The flyer that we have made to promote our city game app ‘Beat the bad� will be shown in hotels and hostels in Singapore at the flyer rack. This rack stands most of the time in the central hall of the hotel or hostel. So this is the place where every visitor can see the flyer about the app. When the visitor of Singapore looks for something to do and then sees the flyer about the city game app for Madame Tussauds Singapore, he or she gets intrigued to play the game, because the game is made for fun and it’s also a great city guide app. Visitors that already bought their tickets for Madame Tussauds Singapore probably know about the game and because they see it again they are triggered to download it.

We made a flyer that would stand out in the rack full of flyers, so that is why we used colors and a big and bright title. On the front is the call to action and on the back is the explanation of the app and also a call to action with a QR-code so visitors can download the app right away with the Wi-Fi of the hotel or hostel. We want more people to download the app if they see the flyer and play the game to finally buy a ticket for Madame Tussauds Singapore.

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be a superhero

When people arrive at the airport most of them will visit the toilet. That’s where we are going to poke them. In each toilet room there are mirrors covered with a computer system. This mirror makes you look like a superhero from Marvel. Also, on these mirrors are QR-codes that leads you to the download page of the “Beat the Bad” app.

The reason why we make people look like a superhero is because they can be a superhero and save Singapore from the villains as soon as they download the app.

The reason why we chose to use this way is because we want to impress people like the way guerrilla marketing does.

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pro mot ion

With this promotional video we want to get customers` attention at the awareness and consideration phases of the customer journey. Customers will be exposed to the video on the website and in the email, that increases chances of them downloading the app. The video is going to influence viewers on the emotional level and work like a transformational tool, connecting the video content to a lifestyle. Giving customers a grasp of an adventure that they might have when using the app. Preferably, changing the brand attitude in consumers` perception. Meaning, that the image of the Madame Tussauds as a “museum� is going to be changed to a whole new perception of it as an experience and entertainment place.

The video has a narrative that goes along with an app Beat the Bad. In the video itself people will be able to see views of Singapore partly destroyed by the villains that people need to defeat. Afterwards, goes the imagery of regular people who are coming together and beating the bad, so to say becoming Marvel superheroes. The idea behind the video is that just by using a phone anyone can make a difference and become a hero.

Moreover, when connecting it to the real life, the app gives an opportunity to see your heroes and get an informational background about the city.

Thus, the video is a great combination of informational and transformational elements.

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Google adwords

online Display advertisement We are going to use Google Adwords for our campaign and therefore, we made a banner. We want to place the banner on different sites like Tripadvisor and other informational sites about Singapore. So, if someone is searching for activities to do in Singapore they see the Madame Tussauds` banner and check it out. It is a very simple banner with not much of a text on it, because people need to get what it promotes in a couple of seconds. The call to action button is bright so people see where they have to click if they are interested. The colors are the same as in the flyer, because we think when someone sees more advertising from Madame Tussauds Singapore, they recognize the style of Madame Tussauds and probably download the app. We want to achieve that more tickets are bought online so this is a way to guide them to the website and our game.

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singapore airport Display advertisement

We made a banner to place on the airport at Singapore. We did this because people will immediately be aware of the Beat the Bad app. We want to show the banner at the luggage carousel, a lot of people need to pick up their luggage after the flight and they have to wait for it. On the banner is a link to the website to download the app. People have the time to check out the website, because it takes some time before the luggage arrives. The design is pretty simple and not with too much text. People can read a small explanation about the game, but for more information they have to visit the website.

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planning week media

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promo video app MT website Flyer mirror google adwords

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evaluation To remind, we had four equally important objectives: 1.

Attract visitors to the attraction.

2.

Make visitors share the experience.

3.

Download the app.

4.

Create an interactive and personalized communication with the customers.

1. The evaluation of the first objective will be done in the simple way by counting the number of visitors during the half a year after implementing

the campaign and a year after. By using a short survey after customers` visit to MT they will be asked to answer a set of questions about the media they have been using to communicate and engage with MT. By using this information, we will be able to know which of our activities have attracted their attention.

2. Second objective comes naturally, since the whole campaign is built online, it comes with an app hashtag #beatthebad. After collecting all points

in the game and getting corresponding bounces at MT we expect our target group to share it online, since our personas tend to do it. To measure online engagement, we will use platforms similar to Coosto to see our clients` activities. Evaluation will be done after 6 and 12 months after the campaign.

3. The analytics about the app will show us how many users have joined the provided application. This data will be measured monthly to see if the promotion is going successfully. If not, special decisions will be made to change the situation.

Beat the Bad app will be a representation of the personalized and interactive communication with the customers. At the beginning of the registration users will be asked to fill in the information about themselves which will be used to their benefit afterwards. And the interactive part of it consists of guiding people through highlights of the city. By tracking how many highlights people have visited we will see the level of willingness to interact with the app. This data will be analyzed monthly to keep up to date to existent and possibly a new target audience.

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robin akkermans 3119882 laura d’agata 2941643 anya bazhenova

3426408 julia brugman 3011720 charlotte adriaansen 3085872

bibliography Bibliography drukzo. (sd). drukwerk. Opgeroepen op december 12, 2017, van drukzo: https://www.drukzo.nl/ppc/drukwerk?kwd_id=20361-JS5NSZKIRMWCW243691123826&gclid=Cj0KCQiAkNfSBRCSARIsAL-u3X8MzpZqJNPevdAZLYwWuypN50uEsojWRqIB15faiTshUnqinOkUgYAaApPkEALw_wcB gemiddeld inkomen . (sd). gemiddeld inkomen per land . Opgeroepen op december 6, 2017, van gemiddeld-inkomen : https://www.gemiddeldinkomen.nl/inkomen-per-land/ gentinggroup. (sd). group. Opgeroepen op december 3, 2017, van http://www.genting.com top10bezienswaardigheden. (2017, april top10bezienswaardigheden.nl/singapore/

12).

Opgeroepen

op

december

8,

2017,

van

top10bezienswaardigheden:

http://www.

tripadvisor. (sd). singapore. Opgeroepen op december 10, 2017, van tripadvisor Singapore : https://www.tripadvisor.nl/Hotels-g294265-SingaporeHotels.html

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attachments Budget Staff costs

Software development App Developing the App will cost around the $30.000. that’s for 300 hours and $100, - per hour. This costs are calculated by a sales consultant that’s work by a business software company.

Support, database and service Maintain the app during the campaign period cost $5000. This is also calculated by the sales consultant that’s work by a business software company.

Design banner/flyer and app The design of the banner is made by own employees of Madame Tussauds.

Actors promo video In the promo video you have 6 actors. The actors cost $11,62 per hour. And they work 60 hours. In total this is $697,20. The price is based on the average income in Singapore (gemiddeld inkomen , sd).

Promo video editor To make a promo video about the app. It’s cost $2.332 in total. This costs are calculated by a company that’s make promo video’s.

Launch app

Apple developer license To launch the app by apple store it cost $99,- for one year.

Google play developer license to launch the app by Google play store it cost $25,- for one year.

Offline campaign

Print work flyer For this campaign we print 10.000 flyers and it’s cost $170,- in total.

Print work banner For this campaign we print 100 banners and it cost $115,- in total.

Location based marketing The location based marketing is calculated by filling it in on facebook advertising. This way also known how many people will be reached.

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Testing instruments and media App

Respondents were asked to look at the home screen of the app and evaluate it by answering the set of questions: - The layout of the app is made for...?

- Is it easy to navigate?

- Do you usually download any specific app when going to another country? If Yes, which ones?

65% agreed that the layout is friendly for both, kids and adults. Meaning that our goal to target both groups was achieved.

94% stated that it is easy to navigate, which also plays for our benefit.

However, more than half answered that they do not download additional applications when traveling. The ones who do download said they give their preference to apps like TripAdvisor, maps and cultural information. Meaning that we target them as well with informational part of our app.

Flyer

Here we are testing what impact the flyer has on people when, theoretically, they see it in the hotel. Questions were: - Would it catch your attention at the first glance?

- Would you take it with you to get more info about it?

- Is it clear what it promotes? If Yes, what is it?

86% confirmed that it catches their attention. Thus, the design was done in a good way to be noticeable.

67% respondents were willing to take the flyer with them to learn more about the product. Which increases chances of the app of being downloaded.

Half of the respondents managed to grasp a general idea of a flyer in 5 second. Meaning that we moderately succeed in squeezing all the information in the short attention span.

AdWords banner

The task was to react to the banner in 5 seconds. The questions for the participants were: - What was the call to action button saying?

- What stands out the most/drags attention first?

More than a half of the participants managed to see and remember what call to action button says. Giving us a good feedback, since it stands out.

Regarding the opinion of the most noticeable element, answers were: 3 replies – the image 2 – message in black 1 – call to action 2 – red color Unfortunately, here call to action scores less than the other elements. Despite that, people had their attention on the parts that still represent the brand and the campaign. Overall, firstly they notice the brand and then call to action.

Website

Lastly, we had to test MT`s website with implementation of our campaign.

- Is the call to action button the first thing that dragged your attention?

- Is the language simple and clear?

- Was there anything distracting? (font, colors, etc) - Does the imagery compliment the brand?

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55% said that the call to action button is not the first thing they look at. Meaning, we have to develop it better.

100% confirmed that the language is clear. That gives us a great power, since we managed to complete a “simple language� criteria, when making a content.

More than half did not find anything distracting in the layout. Just a couple complains were regarding extreme red color and too much text.

82% found that the imagery compliments the brand. Which is important for the Marvel campaign to represent the app on the behalf of Madame Tussauds.

In conclusion, testing was successful and positive in fulfilling our goals of dragging the attention to the media. With some drawbacks that need to be improved, general image about the campaign is optimistic.

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Marketing year 2, assignment ii robin akkermans 3119882 laura d’agata 2941643 anya bazhenova

3426408 julia brugman 3011720 charlotte adriaansen 3085872

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