Madame Tussauds Singapore
Fenna - Sanne - Louise - Job - Robin
DESIGN MGZ 6 | 1
Executive summary Assignment In December 2017, the Marvel Experience was launched by Madame Tussauds Singapore. As the biggest project since its opening, it needs to attract many tourists. The Marvel Experience consists of a pre-show with three Marvel figures and a 4D cinema. The reason for the campaign is to inform foreign tourists about this new part of Madame Tussauds Singapore. Therefore, we as an agency company are going to create a campaign for Madame Tussauds Singapore to promote the new Marvel Experience including 4D cinema.
Research In order to create this marketing communication plan, we must thoroughly research the consumer, product, and competition. Madame Tussauds Singapore is located at Sentosa Island, which is easily accessible by car, taxi, and other forms of public transport. Together with Images of Singapore LIVE they offer extra entertainment and the opportunity for customers to buy a combi ticket so they can visit all the exhibits that they offer. Relevant competitors for Madame Tussauds are popular places to visit for a tourist during their time in Singapore.
Marketing communication target group To define our market segmentation, we looked at geographic, demographic, and psychographic criteria. The campaign will be focusing on European stopover tourists, millennials, (18-35 years old) and families (Children 19 years and below, plus parents 30 to 45 years old). The calculation we did to make sure our target group is big enough can conclude that we have chosen a good segment. After defining the target group, we created personas and customer journeys. There was a persona and customer journey created for a child, a millennial, and a family man. Each customer journey has its own categorized touchpoints, and the customer journeys help to create a concept that has value for the customers of Madame Tussauds Singapore.
Marketing communication objectives
to Madame Tussauds Singapore.
We defined several objectives, categorized in the follow-
Marketing communication instruments and media
ing six subjects: Category need, brand awareness, brand
There will be different types of instruments and media
knowledge, behavioural intention, and facilitation be-
used in the campaign. For the online campaign, we want
haviour. In short, we want our target group (families and
to use advertisements on Facebook and Instagram. In
millennials) to achieve a familiarity with the brand and
addition, we want to create a geo filter on Snapchat. For
become aware of the new Marvel Experience at Madame
the offline campaign, we will also use advertisements in
Tussauds Singapore. We also want to make sure that 5%
the baggage hall at Changi airport.
of our target group will actually visit Madame Tussauds Singapore during their stopover, and once our objectives
were determined, we focused on the marketing commu-
The budget for the assignment is S$ 75.000. The budget
created shows that the campaign is too expensive, as it would cost S$ 113.600. The biggest costs are the square
Marketing communication strategy
meters at Changi Airport and the development of the VR
The campaign is based on a transformational position-
Game. When one of these two choices are left out, the
ing. The customer will go through a change from ‘nor-
budget is within the assignment. For this reason, there
mal human being’ to ‘one of the Marvel heroes’. We want
are two alternative options created. The first option is to
to achieve the objectives to reach and transfer emotion
change the offline campaign into an online campaign,
during the campaign. Our promise in the campaign is:
and in this way, the costs to rent a part of the baggage
Offering the target group an unexpected, but exciting
hall at Singapore Changi airport will not be needed, and
Marvel Experience at Changi Airport, and in this way our
the budget will fit into the given amount of S$ 75.000.
target group will not get bored at the airport and will feel
The second option is to extend the target group, as the
like one of the Marvel heroes themselves.
campaign is valuable for more targets than just European families and millennials.
Concept development and creation The concept is divided into three different phases: The
awareness, consideration, and the purchase phase. In
The communication tools and objectives must be eval-
the awareness phase, the target group becomes aware
uated to know the impact of the campaign. This can be
of the campaign. The main goal of the campaign is to
done by taking surveys, statistics of social networks, re-
make the target group become specifically aware of the
views at second party sites, mouse tracking, and count-
Marvel Experience. At the baggage hall, there will be a
ing the number of tickets. After six months of cam-
‘Marvel area’ where you can put on Virtual Reality glass-
paigning, Madame Tussauds will have the opportunity
es to get a Marvel Experience VR (Virtual Reality). The
to implement the campaign for another six months. We
VR-glasses will let the target group feel like they are one
advise that they evaluate after the first half year.
of the Marvel heroes. They will fight to save the baggage hall from evil robots, and as a result the target group will change from ‘normal human being’ to ‘one of Marvel heroes’. The goal in the consideration phase is to make sure the target group will consider visiting Madame Tussauds Singapore. The purchase phase has a goal to make sure the target group will actually buy tickets and book a visit Executive summary | 3
INDEX Chapter 1. Introduction
2-3 4. Marketing communication objectives
5. Marketing communication strategy
6. Concept development & creation 7. Marketing communication instruments & media 8. Implementation
4 | DESIGN MGZ 6
13-15 16 17-23
Chapter 3. Marketing communication target group
chapter 2. research into consumer, Product & competition
8-9 9. Budget
10. Alternative concept
Index | 5
6 | DESIGN MGZ 6
This report contains research, objectives, a marketing communication strategy, the concept, instruments/media, implementation, the budget, alternative concept and an evaluation.
In December 2017, the Marvel Experience will be
Madame Tussauds Singapore, so the final number of
launched by Madame Tussauds Singapore. As the
biggest project since its opening, it will need to attract
To make sure our target group becomes aware of the
as many tourists as possible. The Marvel Experience will
new Marvel Experience, we created a marketing com-
consist of a pre-show with three Marvel figures and a
munication campaign. We want to offer our target
4D cinema. The reason for the campaign is to inform
group an unexpected and exciting experience that will
foreign tourists about the new Marvel Experience at
take place at the baggage hall in Changi Airport.
Introduction | 7
RESEARCH INTO CONSUMER, PRODUCT & COMPETITION
This chapter describes the research into consumer, product, and competition conducted. It will conclude with an analysis of the most important findings and their consequences for consecutive elements of the marketing communication plan.
8 | DESIGN MGZ 6
2.1.2 Involvement R&P matrix
2.1.1 Involvement FCB matrix
The involvement of Madame Tussauds regarding trans-
Customers try to find information about Madame Tus-
formation is high. Madame Tussauds is linked to peo-
sauds online, after which they use the website to find
pleâ€™s lifestyles, so for instance, when people like celebri-
more information about Madame Tussauds and the
ties attend exhibits, they are more likely to attract others
Marvel Experience. Therefore, the matrix shows that the
to visit Madame Tussauds. Visiting Madame Tussauds
involvement of Madame Tussauds is high and that the
also has a culture value for the visitors, which will result
affective of Madame Tussauds is high as well.
in a positive experience.
Madame Tussauds Singapore opened in 2014. Along-
Relevant competitors for Madame Tussauds are pop-
side Madame Tussauds Singapore, you also have
ular places to visit for a tourist during their time in
Images of Singapore LIVE, and in here you can discover
Singapore. We have chosen to look at price, opening
the colourful story of Singapore. Both are located on
hours, and in which category the activities fit in. We find
Sentosa Island (Images of Singapore LIVE, 2017). In
Singapore Botanic Gardens, National Gallery, Quayside
November 2017, the Marvel Experience was launched
Isle, Marina South Pier, Sentosa Island, iFly Singapore,
by Madame Tussauds Singapore. As the biggest project
and Wildlife Reserves Singapore as their most prevalent
since its opening, it needs to attract many tourists. The
Marvel Experience consists of a pre-show with three Marvel figures and a 4D cinema.
2.4 Most important findings and concequences Madame Tussauds Singapore opened in 2014 and they launched a Marvel Experience in November 2017. The Marvel Experience will consist of a pre-show with three Marvel figures and a 4D cinema. Therefore, we did some research about the consumer, the product, and the competitors and will create a campaign regarding them. Due to this research, we can communicate the unique selling proposition of Madame Tussauds Singapore, which is offering unique forms of entertainment. The most relevant competitors for Madame Tussauds are Singapore Botanic Gardens, National Gallery, Quayside Isle, and the Marina South Pier. So, this research allows us to define our target group and to make sure we make a campaign that is unique.
2. Research into consumer, product & competition | 9
3. Marketing communication target group
Here, you can find the details of the marketing communication target group for Madame Tussauds Singapore. The chapter concludes with the most important insights on market segmentation and customer journeys.
3.1 Market segmentation
3.2 Conclusion market segmentation
For our market segmentation, we looked at geographic,
We are going to focus our campaign on European vis-
demographic, and psychographic criteria. The target
itors. This is due to Europeans being the closest to our
group comprises of tourists from Europe. The life-stage
own culture, and that is why it is easier for us to focus
of the people are millennials (18 to 35 years old) and
on them. From the 15,231,469 international visitors in
families (children 19 and below plus their parents - 30 to
2015, 1,635,725 of them are European visitors. We made
45 years old). At last, we also described the personality
a calculation of the segments to see if the segment is
and lifestyles of Europeans.
big enough to make a campaign for, which you can find in the appendix. Our conclusion is that we chose good segments.
3.3 Customer journey
The personas we made are based on the research we
For every persona, there is one customer journey with
did. We created a persona for a child, millennial, and a
categorized touchpoints. You can find these on the next
male person with wife and kids (family man). You can
find these personas in our research report.
3.4 Important insight and relevance for objectives. Our campaign needs to be interesting for millennials (18
The most crucial touchpoints are the following:
to 35 years old) and families (children 19 and below and
- Screens (customer journey Stephano and will also have
parents 30 to 45 years old). Children have high involve-
impact on Juliano and Chrisâ€™ journey)
ment on the opinion of their parents, so we have to make
- Cookies/online display (customer journey Chris -> and
sure our campaign is interesting and clear for them as
will also have impact on Stephanoâ€™s journey)
well. Based on the calculation we did, we saw that there
- Store/branch (customer journey Juliano -> he will also
are at least 1.635.725 European visitors in Singapore.
involve his whole family with this touchpoint, for instance
12,5% of the visitors are families, while 29,7% are millenni-
his parents or even brothers/sisters)
als. Together, that is 42,2% of all European visitors. After
- TripAdvisor (customer journey Stephano and Chris)
the calculation, we can conclude that the segments we
The research shows us to create specific objectives and a
have chosen are big enough to do our campaign for. Not
good marketing communication strategy. The customer
every touchpoint has that much impact and relevance
journeys help us with making a concept that has value
compared to others.
for the customers and Madame Tussauds Singapore.
10 | 3. Marketing communication target group
3. Marketing communication target group | 11
4. Marketing communication objectives
This chapter is about the objectives of the campaign and the reasons why we chose them.
4.1 Category need
4.2 Brand awareness
Make sure the target group – who are families and
Make sure 345,140 European stop-overs in Singapore,
millennials (345,140 ) – get familiar with the new Mar-
who are families and millennials, become aware of the
vel Experience at Madame Tussauds Singapore via the
Marvel Experience at Madame Tussauds Singapore,
advertisements during their stop-over.
during their stopover in Singapore.
Argumentation: This is our main goal. Madame Tussauds
Argumentation: It is important the target group knows
is well known, but the Marvel Experience is quite new.
the existence of the product or experience that a com-
We have to show the target group that the company
pany offers. In this case, our target group doesn’t know
offers a new ‘product’: An experience that will change
about the new Marvel Experience at Madame Tussauds
Madame Tussauds Singapore into a unique attraction.
4.3 Brand knowledge
4.4 Behavioural intention
European families and millennials (345,140) know about
Our goal is to make sure 17,257 people – which are Eu-
the fact that Madame Tussauds Singapore also offers a
ropean families and millennials who have a stop-over –
Marvel Experience during their stop-over in Singapore.
visit Madame Tussauds Singapore after they have seen
Argumentation: Many people view Madame Tussauds
an advertisement about the Marvel Experience during
more like a museum. This objective must make clear
their stop-over in Singapore.
for the target that they will not just go to an ordinary
Argumentation: The best place to advertise in Singa-
wax-museum. Our goal is also to change the opinion
pore is at places where the target group comes togeth-
of people who think they will only see wax statues. We
er. The best place for this is likely the Changi Airport
have to elaborate that they will have a unique experi-
where European stop-overs get out of their plane and
go to their hotel.
European families and millennials (345,140) who have
5% (863) Out of the 17,257 visitors who actually went
a stop-over in Singapore are able to find information
to Madame Tussauds Singapore leave a review at
about the Marvel Experience at Madame Tussauds
third party websites such as TripAdvisor during the six
Singapore so they know where, what, and how to buy a
months of campaigning.
ticket during their stop-over.
Argumentation: It is important for Madame Tussauds to
Argumentation: In order to facilitate the behaviour of
know what people think of the Marvel Experience. As
our target group, we need to offer them the informa-
can be seen in the customer journey of Stephano, the
tion they need in order to consider buying a ticket. As
third-party sites are important to stimulate the purchas-
a customer, nothing is more annoying than not getting
es, and that is why it is important for us people leave
enough information about the product or in this case
about an experience. This objective is linked to the consideration phase of our customer journeys. 1 European visitors: 1,635,725 -> 12,5% Families & children and 29,7% Millennials = 690,280 visitors for one year. 345,140 visitors for half year. 2 In a half year there are 345,140 visitors. 5% is realistic to reach, which are 17,725.
12 | 4. Marketing communication objectives
5. Marketing communication strategy
This chapter describes the strategy for the campaign, consisting of positioning and proposition.
For the positioning, we looked at our objectives. The
The campaign offers the target group an unexpected
goal is to achieve the objectives and to reach and trans-
and exciting Marvel Experience at Changi Airport. In this
fer emotion during the campaign by giving the target
way, our target group will not get bored at the airport
group the right information. With the offline campaign,
and they will feel like one of the Marvel Heroes.
(the Marvel Experience VR) the customer will go through a change from ‘normal human being’ to feeling like ‘one
The campaign offers a less stressful experience by us-
of the marvel heroes’. In this way, the campaign transfers
ing the Virtual Reality experience at the luggage room,
emotion. At the end of the Marvel Experience VR, the
adding more joy and an unexpected beginning for their
customer gets information about where they can buy
tickets and where Madame Tussauds Singapore is located. In the communication tools, the goal will always refer to the website of Madame Tussauds and to their social media platforms, so this is also a way of informing the target group. The conclusion is a two-sided positioning, which is a combination of an informational and transformational positioning.
CONCEPT DEVELOPMENT & CREATION
This chapter contains the concept, the creative concept and the storytelling. DESIGN MGZ 6 | 13
hall from evil monsters, as a result our target group will
Everybody once had a childhood dream to be a hero
change from ‘normal human being’ to ‘one of Marvel
with amazing superpowers. These powers could be like
heroes’. There will be eight VR-glasses, and the time of
shooting a spider web with your hand, being as strong
each game is 3 minutes, so there is an opportunity for
as the Hulk, or using the shield of Captain America. The
other people to also play the game while they are wait-
goal of the concept is to make people aware of the
ing for their luggage. To play the game, they will have to
Marvel Experience at Madame Tussauds Singapore by
log in with their Facebook account and like the Madame
offering an experience where people become ‘one of
Tussauds Singapore Facebook page, or signing in with
the Marvel heroes’. In this way, they will feel like a hero
their e-mail address. In this way, we can easily commu-
for a moment instead of feeling like ‘a normal human
nicate with the people who played the game later on in
being’. The experience will be unique, as people can feel
like they mean something, help others, create a safe area, catch the monsters, and save the baggage. As a
result, everyone gets an unexpected beginning of their
Besides the offline campaign, there will also be an
holiday while reliving a childhood dream. Besides, in this
online campaign. There will be online advertisements
scenario they will be less bored while they are waiting at
on Instagram and Facebook, plus a geo filter on Snap-
chat. The online campaign is very useful to reach our target group because there is always an opportunity
6.2 Creative concept
that our target group misses the Marvel Experience VR
To make sure we reach our target group, there are three
because they arrive at another baggage hall. Instagram,
phases described: The awareness, consideration, and
Facebook, and Snapchat use location settings, which
purchase phase. Each phase knows its own goal.
will allow us to reach our target group while they arrive in Singapore. Each social media channel uses their own
way of advertisement. Snapchat can be utilized for their
The research from the customer journeys showed that
geo filters of the Marvel Experience, then Instagram and
every journey has a touchpoint at Changi Airport in the
Facebook will be used to show advertisements through
awareness phase. For this reason, the campaign will
the timeline of our target group. The tone of voice used
start at Changi airport. In this phase, we want our target
in the campaign will be informal and will connect the
group to become aware of the campaign. The main goal
general European culture.
of the campaign is making the target group aware of the Marvel Experience. This goal will be reached by the
The designs of the offline and online campaign always
offline campaign (the Marvel Experience Virtual Reality)
have a link to the website of Madame Tussauds, infor-
and the online campaign.
mation about where you can buy tickets, and where Madame Tussauds is located.
Offline campaign When the target group – European families and millen-
Main goal: The offline and online campaign need to
nials – arrive at the baggage hall, they will see a ‘Mar-
make sure the target group becomes aware and gets
vel area’ where they can put on Virtual Reality glasses
excited about the Marvel Experience at Madame Tus-
to get a Marvel Experience VR (Virtual Reality). The
VR-glasses will let the target group feel like they are one of the Marvel heroes. They fight to save the baggage
14 | 6. Concept development & creation
Main goal: Make sure the target group, European fami-
After the target group knows about the Marvel experi-
lies and millennials, buys tickets for Madame Tussauds
ence, they have to consider if they actually want to visit
Singapore by giving them a second reminder.
the experience. In the awareness phase, they get excited about the Marvel Experience after playing the VR game.
6.3 Storytelling Today is the day. Stephano and his family are finally
At the end of the game, there is information about
going on their holiday, and they have waited for this
Madame Tussauds; Where they can buy tickets (online,
for so long, so they are very excited. Once they have
with discount) and where Madame Tussauds is located.
arrived at Changi airport in Singapore, the stress begins.
The target group probably will not buy the tickets im-
They have to wait for their luggage at terminal three,
mediately while they are at the airport, which is why we
while the children are restless and wanting to go to the
trigger them after they arrive at their hotel. Five hours
hotel. When they arrive at the baggage hall, they see a
after they have played the game we want to send them
Marvel stand. The children are very excited and want to
a reminder with an added discount, we can do this be-
go to it, as they are very curious. They can get a virtual
cause they have logged in with their Facebook account
reality experience of the new Marvel Experience of Mad-
or their e-mail address. In this way, they will remind how
ame Tussauds Singapore. It is really awesome and they
excited they were while playing the Marvel Experience
really like the experience, plus the waiting time for their
VR. Now they might consider buying tickets.
luggage goes very fast because they have been entertained while waiting. Arriving at their hotel at 11:00 in the
Main goal: Make sure the target group, European
morning, they unpack their stuff and take a moment to
families and millennials, consider going to the Marvel
rest at their bed because they are exhausted. Five hours
experience at Madame Tussauds Singapore by giving
after they have played the game at the airport, it is
them a reminder.
16:00 a.m. and they are in the city centre. They are going to eat something and enjoy the city of Singapore, but at
that time, they receive a reminder on their phone from
After sending the first reminder in the consideration
Madame Tussauds Singapore about the new Marvel
phase, we will send a second reminder via Facebook or
Experience and think back to their awesome experience
email after the next five hours. In this reminder, they will
at the airport and they consider buying tickets. Again,
be reminded again about the Marvel Experience and
five hours later, when it is 21:00, they receive a second
we will also emphasize the discount they can get when
reminder, this time especially about the discount they
they buy their tickets online. Reminding them again of
can get when buying their tickets online. Stephano has
those two things could be the last push to purchase.
no idea yet about what they are going to do tomorrow,
After the second reminder, they will buy the tickets for
so he decides to buy tickets for Madame Tussauds Sin-
Madame Tussauds Singapore online.
gapore. His kids are really excited and happy.
With the promotions on Facebook and Instagram, everyone who missed the stand at the airport become aware of the Marvel Experience at Madame Tussauds Singapore. With the call to action button that will be used with Facebook and Instagram, the target group can easily click on it to buy their tickets.
6. Concept development & creation | 15
7. Marketing communication instruments & media
In this chapter, the instruments and media are described in general and there will be provided reasons why.
7.1 Instrument 1 - Online advertising
7.2 Instrument 2 - Exhibition
7.1.1 Instagram and Facebook
7.2.1 The Marvel Experience VR stand in the baggage hall
Instagram and Facebook will be used in the campaign to
The Marvel Experience VR consists of a pop-up stand.
inform the target group about the Marvel Experience of-
The stand is located at terminal 3 at Changi airport and
fered by Madame Tussauds Singapore. By informing the
has a Marvel theme design. The goal of the stand is to
target group, they know where to buy tickets and where
make people excited about the Marvel Experience at
Madame Tussauds Singapore is located.
Madame Tussauds and to inform them about the attrac-
7.1.2 Geo filter Snapchat
tion. As a result of the VR game, they feel like one of the
The geo filter in Snapchat will be used in the campaign
Marvel heroes and the time they have to wait for their
to make the target group aware of the Marvel Experience
luggage will go faster than expected.
at Madame Tussauds Singapore. People can use the geo filter at Changi airport, because when they arrive, they
7.2.2 VR glasses
will likely check their social media such as Snapchat.
At the Marvel Experience VR stand, there will be eight
With Snapchat, they want to send their friends a photo
VR-glasses available and the time of each game is 3 min-
of where they have arrived, then they will see the Marvel
utes. In this way, there is an opportunity for everyone to
play the game while they are waiting on their baggage. As a result of the VR glasses, the target group feels like one of the Marvel heroes and they really experience the transformation.
7.2.3 Television screens To make sure there is interaction with everyone, there are two television screens added to the Marvel stand. The goals of the television screens are to provide information and show what the VR players are doing. As a result, everyone can be a part of the VR experience.
16 | 7. Marketing communication instruments & media
IMPLEMENTATION This chapter contains the planning, design argumentation, media development, how to advertise on social media, and pre-testing.
8.1 Planning The campaign will start in March and end in August. The decision to make this timeline is based on research. The research showed that most of the visitors arrive in the month August (Boa, 2016).
8. Implementation | 17
8.2 Design argumentation
with the target group via the social media and offline via
The design of the media used for the campaign is in a
the stand. The ultimate goal is that the target group buys
traditional comic-style. There are different reasons why
their ticket online.
this style is chosen. The first reason are the bright colours that Comic-style has, as these colours are used to attract
8.3.1 The Marvel Experience VR stand
people, arriving at the airport and seeing a full coloured
It was chosen to place the stand at one of the baggage
stand will be attractive to the target group. They can also
halls of Changi airport because the customer journeys
see the online campaign with the colourful advertise-
showed that visitors from Europe usually arrive by plane.
ment, which stands out beside the other content on so-
The virtual reality stand will be placed in the middle of
cial media. The colour blue and red are chosen because it
terminal 3 at Changi Airport (Chamberlin, 2015). This is
fits the Comic-style. The colour red is a link with Madame
because terminal 3 is the place where European flights
Tussauds Singapore. The colour blue is chosen because
come in and the focus of the campaign is on European
this colour increase someone to do something and blue
families and millennials. During their time waiting, people
is associate with peace and calmness (stidolph, sd).
mostly just get bored. The goal of the campaign is to en-
These three items are good for the campaign, because
tertain the target group at this particular moment within
the campaign wants to influence that the holiday has
started when the target group sees the online and offline advertising. The second reason for using a Comic-style is that Marvel is originally a comic. Nowadays, people know Marvel especially from their movies, but it all started with the stories about superheroes in their comic books. The comic-style of the campaign will remind people of these comic books. The third reason to use a Comic-style is to use Spiderman, Captain America, and Iron Man. These characters are central in the new Marvel Experience of Madame Tussauds Singapore. To use them in the campaign will also create more cohesion between the campaign and Marvel Experience of Madame Tussauds Singapore. 8.3 Media development The social media will be used to make people aware of
Research showed that Virtual Reality is a trend and fits
the Marvel Experience, even if they miss the stand at
the interests of the target group families and millenni-
Changi airport. With the social media promotion, peo-
als. Playing the VR game during waiting time prevents
ple can easily click on the call to action button, visit the
people to get bored the time they have to wait. Even if
website directly, and finally buy their tickets. Through
people are not playing the game, they will be attracted
the stand, people can see the social media that Mad-
by the fact that other people are playing and will get in-
ame Tussauds Singapore uses, plus when people use the
formed by the television screens.
VR-glasses, they need to login with Facebook or email to play the game. As a result, there is a way to communicate
18 | 8. Implementation
8.3.2 The Marvel Experience VR game
People get information in different ways: At the end of
People who arrive at terminal 3 can play the Marvel Ex-
the game and from the television screens.
perience VR game. To play the game they have to put on
They get information about:
one of the eight available VR-glasses, and there is only
- The 4D cinema at Madame Tussauds Singapore
eight VR-glasses because of the size of the stand. Before
- The location and how to get to Madame Tussauds
the game starts they have to log in with their Facebook
- The website and buying tickets online with discount
account or fill in their email address. This way, communi-
- The social media channels used by Madame Tussauds
cation with people who played the game is much easier. The goal of the game is to transfer the target in a Marvel
After playing, people will feel like a hero and being ex-
hero for a moment instead of feeling like â€˜a normal hu-
cited about the Marvel Experience of Madame Tussauds
man beingâ€™. People can choose between being Spider-
man, Ironman or Captain America, which are the three heroes that are seen in the 4D cinema of Madame Tussauds Singapore. In the VR game, their arms turn into the arms of their chosen heroes. The purpose of the game is to protect the baggage hall from evil monsters. The game will take three minutes and eight people can play the game at the same time. This creates the opportunity for a lot of people to play the game over a short period of time.
8. Implementation | 19
8.3.3 Snapchat geo-filter
ds by Madame Tussau Singapore
Snapchat is the fastest growing app in recent years and fits the millennial portion of the target group (omnicore-
agency, sd). In a few seconds, people see a picture or stories of other peopleâ€™s day. Companies can advertise via this social media channel by buying a geo-filter. People can make photos using this geo-filter and spread it around their friends. The geo-filter works with geo-targeting, so only people who are at Changi Airport get a geo-filter of The Marvel Experience at Madame Tussauds Singapore. Budget wise, there is only chosen to use a geo-filter at Changi airport. The choice to use Snapchat at Changi airport is based on research which shows that the target group is definitely at this airport and the target group uses Snapchat.
e Experienc e L E V R A THE M
ecome one of the Marvel heroes!
20 | 8. Implementation
8.3.4 Instagram Instagram is used by the target group (statista, sd). The Instagram advertisements can be seen all over Singapore city using geo-targeting. Stopovers open their Instagram at a place that offers Wi-Fi –like Changi airport, a restaurant, their hotel, etc. The target group sees an advertisement of the Marvel Experience at Madame Tussauds Singapore through their timeline, and people can click on a call to action button to get to the website of Madame Tussauds Singapore. Here, they can buy tickets online with discount. Besides, they can click on the logo and follow the Instagram page. In this way, the target group gets reminded that they were considering a visit to Madame Tussauds. The text for the Instagram post includes a call to action and hashtags. The text that will be shown with the post is: ‘Start your holiday full of action! Visit the NEW Marvel 4D cinema as we bring your favourite Marvel Heroes.’ By promoting this Instagram post, there is instead of the ‘promote’ button a call to action, which says ‘buy your tickets here’ with a direct link to the right website page. The 30 hashtags that will be used are: #Singapore #Madametussauds #Madametussaudssingapore #Marvel #heroes #marvelheroes #Marvel4D #holidays #stopover #MadametussaudsSG #virtualreality #VRglasses #new #family #ironman #captainamerica #spiderman #spidey #marvelexperience #becomeamarvelhero #4Dcinema #singaporecity #exploresingapore #placetovisit
#marvel4d #marvel4dexperience #mtsg
8. Implementation | 21
8.3.5 Facebook This social media channel fits the target group (internetworldstats, sd). Like the Instagram advertisement, the Facebook advertisement can be seen in Singapore city using geo-targeting. The advertisement includes the same picture as used by Instagram, and is in the same comic-style that creates cohesion between the social media channels. The picture for the Facebook post includes a call to action. The text that will be shown with the post is: “Start your holiday full of action! Visit the NEW Marvel 4D cinema as we bring your favourite Marvel Heroes.” By promoting this Facebook post, instead of the ‘promote’ button, a call to action is shown which says, ‘book now’ with a direct link to the right website page. To play the game, the target group needs to login in with their Facebook account and like the Madame Tussauds Facebook page. As a result, it is easier to reach the target group during their holiday with Facebook.
8.3.6 E-mail To play the game, the target group has to login with their
login with their e-mail address. When having someone’s
Facebook account. However, there is also an opportunity
e-mail address, there is an opportunity to send informa-
to login with their e-mail address. This option is for people
tion about the Marvel Experience of Madame Tussauds
who do not have a Facebook account or who prefer to
Singapore via e-mail.
22 | 8. Implementation
8.4 How to advertise on social media
button to ‘book now’. The next step is to make a target
During the research, it was necessary to figure out how
group, click on ‘make new’, country ‘Singapore’, age ‘13 to
snapchat works, so in the appendix there can be seen
45 and gender ‘women and men’. Then, make sure that
with screenshots how it works to make a geo-filter:
you fill in the time and the budget per day, which is S$
Login at www.ads.snapchat.com, and take into account
20. Lastly, make the payment ready and click on ‘pro-
that it is needed to have a VAT. When logged in, you can
make advertisements and find statistics, like costs, settings and how many times people have swiped up. In
the menu box, you can find how to create a geo-filter ad,
To validate if the social media channels are correct and
add your own filter, text, colour, and elements. When the
working for the campaign, there needs to be some test-
geo-filter is finished, you can decide how long (by the
ing first. These tests are not reliable, but this is nice feed-
hour) and where the geo-filter advertisement works. You
back for the design of the advertisements.
can draw your own fence and see how much it costs, but you cannot use more than 50,000 feet for one geo-filter
8.5.1 Five second test
A five second test was also created. The goal was to know if the call to action was visible and attractive. 25
people were responsive and had left a comment. These
Within Instagram, you can promote every photo that you
were mostly positive about finding the call to action, and
have posted. Click on the photo that needs a promo-
that is why we decided to keep this design and the loca-
tion, then click on the blue promotion button. You get
tion of the call to action. However, there was an improve-
three options with goals that can be promoted, choose
ment made by adding ‘buy your tickets here’ button. In
for ‘more website visitors’. Then you need to make sure
the appendix, you can find a screenshot of the results.
you have the right URL and action button with ‘Buy your tickets here’. Next step is to make sure you have the right
8.5.2 Preference test
target group; you can change it instead of an automati-
There was a preference test made where two similar ad-
cally one. You can fill in the location ‘Singapore’, the age
vertisements were opposed with a different design. The
‘13 to 45 and the gender ‘women and men’. Click on finish
goal was to find the preferences of our target group and
and chose the budget, each day S$ 20, fill in the pay-
which design is the most attractive. According to the re-
ment data and click on the ‘make promotion’ button. On
sults, 31 out of 38 people preferred advertising 2 with the
the homepage of your Instagram you can find the statis-
blue background. This is worth a success rate of 81.58%.
tic of your promotion.
That is why there is chosen for the blue advertisement design. In the appendix, you can find a screenshot of the
To promote a message on Facebook, it is useful to have a business account on Facebook which is linked to the page. You can promote every post you have on Facebook; just go to the post you want to promote and click on the blue button ‘promote message’. The goal you choose is ‘clicks on link’ and change the call to action
8. Implementation | 23
BUDGET In this chapter, the budget is specified. For the concept, there is an online and an offline campaign. The online campaign includes the social media channels and the offline campaign includes the advertisement in the baggage hall, plus the costs for the Marvel Experience VR. Normally, the staff costs are included in the budget. However, for this budget it was allowed to leave the staff costs out of the budget. The advice for Madame Tussauds Singapore is to have 10% contingency costs of the whole budget.
24 | 9. Budget
9.1.1 Explanation expenses data sheet Snapchat
Virtual Reality installation
Research showed that the costs of a geo-filter is based
Virtual Reality installation is a one-time payment for half
on square feet and the location where the filter needs to
a year. These costs include the VR glasses and installa-
be. During the research, a snapchat geo-filter was made
tion (virtual reality expert, sd).
to determine the costs. It can be found in the appendix. Television screens Instagram and Facebook
There are two television screens, which are on each side
With Instagram and Facebook, a company can decide
of the stand. The televisions will be used for advertise-
for themselves how much money they want to spend on
ment. However, they also will be used to connect the VR
the advertisement. The campaign lasts a half year and
glasses. The television screens are a one-time payment
approximately there will be spend S$ 20 per day for both
channels. Television standards Square meters reclaim
The televisions will be eye height with the standards,
For the offline campaign, it is necessary to have an area
these costs are a one-time payment (tv vloer standaard
within the baggage hall at Changi Airport for the stand
and for the VR experience. The research showed that you have to pay the charges to be present at Changi Airport.
There was no price found, but this was solved by taking
The concept includes a VR game experience; which is
the price of an ad light box from Schiphol Airport Am-
why there is game design costs. After research and con-
sterdam. The light box is in the same place as the stand
tact with a Dutch Game Studio, it was clear that creat-
should be, however the stand is half the size compared
ing a VR game definitely costs at least â‚Ź25.000, so S$
to the light box. Because we are aware that the stand can
provide more inconvenience than the light box, there is chosen to use 60% of the price of the official light box for
the stand in the budget (Schiphol Media).
Normally, the staff costs are included in the budget. However, we have now chosen to leave this out of the
Poster and back wall
budget. The staff costs include building and dismantling
For the stand, there is chosen to make a back wall with a
the stands, checking the stand/VR experience, checking
poster on it. These costs are a one-time payment for half
the social media advertisements, and monitoring social
a year. (textielwand, sd).
media advertisements. Also, the design costs for the advertisements are not included in the budget, and normal-
ly it would be.
To make the stand more unique, a floor is chosen to have with an image projected on it. These costs are one-time payment for a half year (www.drukwerkdeal.nl, sd).
9. Budget | 25
26 | 9. Budget
94 Loss and profit statement
9.5 Conclusion The budget for the assignment is S$ 75.000. The budget
Because we are aware that the budget is too high, we
which is made shows that the campaign is too expensive,
have chosen to show two different options which you
namely because the campaign costs around S$ 113.600.
can see in chapter 10, called â€˜alternative conceptâ€™.
The biggest costs are the square meters at Changi Airport and the development of the VR Game. When one of those two are left out, the budget is within the allowed amount. The costs at the airport are estimated S$ 47.784. However, this could be different because it is just an estimation. When Madame Tussauds Singapore makes a deal with Changi Airport or the costs turn out to be lower, the budget will be lower too. For the VR game, there is also an option to make a sponsorship with Samsung to develop the VR game and make the campaign happen, this also will make sure that the budget will be lower. 9. Budget | 27
The budget that is made for this campaign shows that
campaignâ€™. Another option is to extend the target group,
the costs of the campaign are too high for the budget
because the original campaign is valuable for more than
which is given. For that reason, there are two alternative
only Europeans. In this way, the advice is to apply the
options. The first option is an alternative concept, which
campaign to the entire target group of Madame Tus-
fits into the budget of S$75.000. The alternative con-
cepts calls â€˜Going from an offline campaign to an online
28 | 10. Alternative concept
10.1 Going from an offline campaign to an online
• People get excited from others when they see some-
one playing the game. When arriving at the baggage
The budget that is made for this campaign shows that
hall at Changi airport, people will be bored for wait
the costs of the campaign are too high for the budget
on their luggage. When you see someone playing the
which is given. For that reason, there is made an alter-
Marvel Experience VR game, a lot of people will want
native concept, which fits into the budget of S$75.000.
to join as well because it looks fun. For example, the
This option is also a good way to make the campaign
game ‘Pokémon Go’ became a huge success because
work even when Changi Airport does not want our
players shared their enthusiasm with each other and in
stand in the baggage hall. The highest costs of the
that way, attracting other players to play the game. This
campaign are the costs to rent a part of the baggage
is the same for every game. You could sit in a horrible
hall at Changi Airport, this, according to our research is
bar, or being bored at the airport and still having fun;
€30.000, which equates to S$47.784. This cost can be
Everything depends on the company you are with,
eliminated when creating an online campaign, instead
and that social dynamic is the same for games (Meeus,
of the offline campaign. This means the concept will be
online which results in an application. People can use their own phones, download the application, and play
10.2 Expend the target group
the game. Creating an application will cost less than
The campaign is valuable for more targets than just
hiring space at the baggage hall at Changi. According
European families and millennials. Everyone who ar-
to our research, creating an application will cost about
rives at Singapore and goes to the baggage hall can
€25.000, which is S$39.820. Beside the application, we
play the Marvel VR Experience. This means that the
would need some Google Virtual reality glasses. The
S$47.784 is employable for more than one target group.
costs for that are also very low, namely S$3,99 (Al-
However, when choosing an offline campaign which is
iExpress). In this way, the budget will fit into the given
valuable for more targets, there needs to be a second
amount of S$ 75.000.
social media campaign for other nationalities. In 2015,
However, there are strong arguments why an offline
15,231,469 visitors came to Singapore. The top 5 inter-
campaign is better according to research:
national visitors are Indonesia, China, Malaysia, Australia,
• People are tired of downloading apps. There is an app
and India. Most of the visitors arrive in the months of
for every need, but there is no need for every app. An
July and August, while 77,7% of those arrive via air. The
app has to be unique and applicable for a big part of
gender of international visitors is nearly the same; With
everyday life in order for a person to download it and
males accounting for 51,5% of the population and 48,5%
retain it. There are now over 1.6 million apps available on
females, so there is no need to focus on a specific gen-
Google Play and 1.5 million on the Apple App Store. On
der. The most important age group are visitors between
average, smartphone users access 27 apps per month
25 and 44, plus most people only stay for a short time.
(Cheok, 2015). When people don’t download the app,
21.8% stay under 1 day, 18.7% stay for just 1 day and 17.1%
the whole campaign would fall apart.
for 2 days. This means most people are in Singapore for a stopover during their trip (Boa, 2016).
10. Alternative concept | 29
After six months of campaigning, Madame Tussauds has the opportunity to implement this campaign for an additional six months. The advice is to evaluate after the first six months, then adjust if necessary and take the campaign for another six months.
11.1 Evaluation tools To know the impact of the marketing communication
tually been achieved. For example, the objective ‘Make
campaign of Madame Tussauds and to know if the
sure the target group, which are families and millennials
effect of the campaign is positive, the communication
(345,140), gets familiar with the new Marvel Experience
tools and objectives must be evaluated.
from Madame Tussauds via the advertisements during their stop-over.’
11.1.1 Surveys To evaluate the campaign, there will be at least one
11.1.2 Social media networks
survey at the beginning and end of the campaign. This
To evaluate the online campaign, it has to be monitored
way, Madame Tussauds can make some adjustments
at least every week. This way, adjustments can be made
when it is necessary. This tool is one of the main meth-
when it is necessary. The social media that will be used
ods that could allow us to see if the objectives have ac-
hold statistics and allow Madame Tussauds Singapore
30 | 11. Evaluation
to see the evolution of the number of people who saw
11.1.4 Mouse tracking
the advertisement plus who clicked on it to have more
To evaluate the website of Madame Tussauds Singa-
information and to buy tickets for Madame Tussauds.
pore, we will need to make sure that it is monitored
Social media networks can also assess whether the
every other week. This way, adjustments can be made
online and offline campaign has been successful thanks
when it is necessary. Using mouse tracking will help to
to photos posted, hashtags, comments, etc… which have
see where people clicked and the number of people
also been indexed and be used to create statistics (Ex.:
who went to the website. This technique is a very good
way to make sure that the target group are able to find information about the Marvel Experience at Madame
11.1.3 Third party sites
The evaluation of third party sites is also needed during the beginning and at the end of the campaign on sites
11.1.5 Count the number of tickets
like Google Reviews and TripAdvisor. Here, Madame
To see if the objective is achieved – Which is 5% of our
Tussauds Singapore can see the number of reviews,
target group – visit Madame Tussauds Singapore thanks
opinions, and suggestions. With this evaluation, Mad-
to the marketing communication campaign, it is neces-
ame Tussauds Singapore can evaluate one of the
sary to count the number of tickets. These evaluation
objectives which are, 5% (863) out of the 17,257 visitors
needs to take place at the end of the campaign.
who actually went to Madame Tussauds leave a review at third party sites such as TripAdvisor during their six months of campaigning.
REFERENCES AliExpress. (n.d.). DIY Virtual Realitu Glasses Google. Retrieved from AliExpress: https://nl.aliexpress.com/ item/DIY-Virtual-Reality-Glasses-Google-Cardboard-Comfortable-Glasses-3D-Glasses-VR-Box-Movie-For-iPhone-6/32792755272.html?src=google&albslr=229984443&isdl=y&aff_short_key=UneMJZVf&source=%7Bifdyn:dyn%7D%7Bifpla:pla%7D%7Bifdbm:D Boa, S. T. (2016, October). statistics and market insights. Retrieved from stb: https://www.stb.gov.sg/statistics-and-market-insights/marketstatistics/stb%20arts%202015.pdf Chamberlin, C. (2015, December 8). guide singapore changi airport. Retrieved from ausbt: https://www.ausbt. com.au/a-beginner-s-guide-to-transiting-singapore-s-changi-airport Cheok, J. (2015, december 12). getting tired of too many apps. Retrieved from businesstimes: http://www.businesstimes.com.sg/technology/getting-tired-of-too-many-apps-or-just-indifferent Images of Singapore LIVE. (2017). Retrieved from imagesofsingaporelive: http://www.imagesofsingaporelive. com/ internetworldstats. (n.d.). stats facebook. Retrieved from internetworldstats: http://www.internetworldstats. com/stats4.htm Loo, D. v. (2016, 8 1). de kosten van een app laten maken. Retrieved from App specialisten: https://www. appspecialisten.nl/kennisbank/de-kosten-van-een-app-laten-maken-zie-wat-andere-apps-hebben-gekostvan-2500-tot-100000 Madame Tussauds. (n.d.). Madame Tussauds Singapore. Retrieved from Madame Tussauds: https://www.madametussauds.com/singapore/en/tickets/ Madame Tussauds. (n.d.). Madame Tussauds Singapore About Us. Retrieved from Madame Tussauds: https:// www.madametussauds.com/singapore/en/about/about-us/ Meeus, R. (2016, juli 18). PokĂŠmon Go: zien spelen doet spelen. Retrieved from HLN: https://www.hln.be/ihln/ games/pokemon-go-zien-spelen-doet-spelen~ac6451a1/ mpa. (n.d.). marina south pier. Retrieved from mpa: http://www.mpa.gov.sg/web/portal/home/port-of-singapore/recreation-leisure/marina-south-pier national gallery. (n.d.). Visit. Retrieved from national gallery: https://www.nationalgallery.sg/visit/admissions omnicoreagency. (n.d.). snapchat statistics . Retrieved from omnicoreagency: https://www.omnicoreagency. com/snapchat-statistics/ sbg. (n.d.). Contact. Retrieved from Singapore Botanic Gardens: https://www.sbg.org.sg/index.php?option=com_k2&view=item&layout=item&id=688&Itemid=21 Schiphol Media. (n.d.). Schiphol Media. Retrieved from Reclaim 2 Giant Lightbox: https://airpitch.schipholmedia. com/public/img/productsheets_next/Reclaim2GiantLightbox_LO_A2_1511.pdf Sentosa. (n.d.). store. Retrieved from sentose: https://store.sentosa.com.sg/main/packages sentosa. (n.d.). store ifly. Retrieved from sentosa: https://store.sentosa.com.sg/main/attractions/ifly-singapore-the-challenge--/216#!/ statista. (n.d.). statista. Retrieved from instagram in europe: https://www.statista.com/topics/3438/instagram-in-europe/
32 | References
stidolph. (n.d.). psychologisch effect kleur. (http://www.stidolph.nl/het-psychologisch-effect-van-kleuren/, Producer) Retrieved from stidolph. textielwand. (n.d.). textielwand. Retrieved from expowall: https://www.textielwand.nl/product/expowall/ tripadvisor. (n.d.). Attraction Quayside Isle. Retrieved from tripadvisor: https://www.tripadvisor.nl/Attraction_Review-g294265-d6482566-Reviews-Quayside_Isle-Singapore.html tv vloer standaard shop. (n.d.). tv vloer standaard shop. Retrieved from visionmounts tv standaard: https:// www.tvvloerstandaardshop.nl/visionmounts-st91-tv-standaard-zwart.html?source=googlebase&gclid=EAIaIQobChMIyZmxzd-J2AIVCLXtCh2sqwnsEAQYAyABEgKcgfD_BwE virtual reality expert. (n.d.). virtual reality expert. Retrieved from samsung gear: https://www.virtualrealityexpert. nl/product/793893/samsung-gear-vr-4-gear-vr-controller-sm-r325nzvaphn.html?tid=plawrs. (n.d.). visit. Retrieved from wrs: https://visit.wrs.com.sg www.drukwerkdeal.nl. (n.d.). www.drukwerkdeal.nl. Retrieved from vloerstickers: https://www.drukwerkdeal.nl/ nl/producten/stickers/vloerstickers www.mediamarkt.nl. (n.d.). www.mediamarkt.nl. Retrieved from samsung: http://www.mediamarkt.nl/nl/product/_samsung-ue55mu6100-1514913.html
APPENDIX 13.1 Pains, gains and customer jobs
Pains - Tired of a long flight - Kids are restless - Waiting on the luggage delivery for a long time
Gains - Being in a holiday-mood, time to relax and enjoy - Feeling excited because everything is new - Quality time with the family - Curious about exploring the city and different culture
- Pass by the customs - Stress of being in an unknown city and where to find the hotel
Customer jobs - Looking for the luggage collection point - Find the way to the taxi, bus or walk to the hotel - Hold everybody together - Visit the toilet - Pay attention to the parents
34 | 13. Appendix
13.3.1 Preference test
13.2.2 Five second test
13. Appendix | 35
PROJECT ASSESMENT 2 COACH JOEP PEETERS TEXT BY LOUISE GRIFFON & FENNA VAN KERCKHOVEN & SANNE VAN ERP & ROBIN DE HOND & JOB DEENEN DESIGN BY ROBINDEHOND