The Campaign - part 2

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hello, Hello, We are five students from Fontys University of Applied Sciences Tilburg and we made a campaign for Madame Tussauds Singapore, to promote their new Marvel department.

In this document you can find the process of the campaign. The research we did before we started with the concept, the customer journey and the marketing communication plan. After six months we are very proud to exhibit our campaign ‘Superheroes come to live’. In this document you can see how we evolved since the day we started.

First you can see our marketing communication brief with all the details of our assignment. Then you can see the most important research conclusions.

After these chapters we start with our campaign. An important part of the campaign is our proposition; ‘Madame Tussauds Singapore provides the opportunity to meet your heroes in ‘real life’, what is also the base of our concept and media.

Enjoy!

Anne Hoeben, Hugo Cunha, Jiva Hemelsoet, Lotte Broers and Thomas Swanenberg

I NTRO D U CTI O N

2

1. R ECA P o f proj ect 1

4

2. o bj ectives

28

3. Strategy

30

4. Th e co n cept

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5. I n stru m ents a n d m ed ia

34

6. b u d g et & pla n n i n g

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7. eva luati o n

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co n clusi o n

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1. r eca p - marketing communication brief What: Introduction of companies Madame Tussauds is an attraction famous for their life-like wax statues. The statues represent (A-list) celebrities, sport legends, political heavyweights, royal figures and historical icons.

Madame Tussauds allows you to relive the times, events and moments that made the world talk about them.

The branch of Madame Tussauds we will be working for is located in Singapore. Madame Tussauds Singapore will launch the Marvel Experience in November 2017. This is the

biggest project since opening and needs to attract lots of tourists! The Marvel Experience will exist of a pre-show including 3 Marvel figures and a 4D cinema.

Why: Introduction of problems People have heard about Madame Tussauds, but a lot of people only go once or never at all.

The goal is that we need to motivate people to actually go to Madame Tussauds and to let them know about new attractions in order for them to come back.

Madame Tussauds took the first step with this by partnering with Marvel. Together they are planning to make a 4D experience (more on that later) in order to entice people to go and to reconnect to a younger generation, by not just involving celebrities but also superheroes.

Introduction of 4D movie expedition The experience consists of a pre-show and a 4D cinema. From the A-list group, you will enter the Marvel Preshow. The Pre-show is Marvel zone with 3 Marvel figures incl. sets. The whole setting is that of a laboratory because the movie

starts the same way. Singapore Skyline, Ironman with a say that guests can stand behind, and Captain America, with an infinity wall.

The Marvel 4D experience is included in every consumer ticket. The most tour groups, however, do not have Marvel in their package.

Every guest that participate with the Marvel 4D experience will first come into the pre-show, where they can make photo’s. This pre-show is also the waiting room for the cinema. After this, the guests will walk into the cinema where it will look like an ordinary 4D cinema where people put on their glasses and start the show. The movie lasts about 8 minutes.

The students only focus on the B2C market which means that they will not have to worry about the tour groups which is in a B2B market After the guests walk out of the cinema, they will enter the retail shop which holds the Wolverine. He is not allowed to stand in the Marvel zone, because the rights of Wolverine where bought off. That makes him not an official part of the Marvel world.

Who: Target group Families & young adults.

How: measuring and defining plan Develop a marketing communication cam-paign for Madame Tussauds Singapore directed to FIT coming into Singapore with a focus on Digital Marketing.

When: time of completion Week 14 - the 8th of January 2018.

Budget €50.000, or if the plan is really good €70.000.

Preconditions

- Drive Online conversions

- Optimize the Customer Journey

- Focus on Digital tools

- Drive Awareness Marvel 4D

Cinema Conditions

4

- Location (Sentosa is not in the City Centre) - Competitor 4D Cinema, less than 200m from us - Budget (€50.000-€70.000)

5

1. r eca p - r esu lts fro m o u r r esea rch Country Singapore is the smallest island of Asia, but with a lot of diversity. There are many cultures, languages and religions in this country.

360 d eg r ee sca n

Target group Madame Tussauds Singapore does not have one precise target group. This because it is a place which transforms the information into forms of knowledge, education, art, activity, innovation, motivation, skills and ability, culture, learning skills, emotion, fashion, fame, success and personality of an individual.

Because of this Madame Tussauds is visited by many different ages.

S ING A P O R E

ATLANTIC OCEAN

PACIFIC OCEAN

6

Domain and industry description Madame Tussauds is part of the Entertainment industry, also known as ‘Show Business’. But that is not the only industry where Madame Tussauds fits in. It also fits in at the Tourism industry and a bit in the Cultural industry.

PACIFIC OCEAN

Stopovers A stopover is a place where you stop briefly before continuing your journey.

Singapore has millions of people in her airport every year and some if not most of them need to wait quite a while before their next plane leaves. This means that they get the opportunity to visit Singapore.

Mandarin, Malay, Tamil & English.

51%

49%

there are 5,781,728 Singaporeans

INDIAN OCEAN

In 2016 16,403,595 People have travelled to Singapore

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Top 3 most relevant trends

tr en d r epo rt

8

1.

Good working app Nowadays it is really important to have a good working app. Madame Tussauds London and Madame Tussauds Wien have apps for their Madame Tussauds. These apps contain fun facts, pictures, videos and of course information. With an app, the visitor can explore Madame Tussauds in a different way. For example, the visitor can fill in questions before they visit, so they can get a personal route through Madame Tussauds with facts about their personal favourites! This will be a personal experience for each guest.

2.

Augmented reality Virtual reality and augmented reality gets more and more popular every day.

Almost everywhere you go you have the option to use it if you look at Amusement Parks. Madame Tussauds can use augmented reality with markers. The visitors can scan, for example, Taylor Swift. In the scan (which you can find in the app!) you can find out more about Taylor Swift: when did she started with singing, what are the most popular songs from her, etc. This is something that gives the visitor more information in a fun way. It would make a visit to Madame Tussauds more interesting and interactive, which is the cause of everybody having something to do.

3.

Raise a Team of Influencers.

You see them everywhere, vloggers and bloggers. A lot of brands work together with multiple vloggers or bloggers to promote their product or service. It depends on the target group if they are reading/watching them, but we think this is a big thing. It works, that is for sure, but how could Madame Tussauds use this? Well, that is a thing we need to think about, but we see a lot of opportunities. For example, the target group young travellers. If you work together with a blogger for travelling they can write a blog about their trip to Madame Tussauds Singapore.

The followers will come to Madame Tussauds Singapore because of the awesome blog they have read.

9

google+: 1

neutral

instagram: 27

nieuws: 52

positive

9 Oct

twitter: 382

Trending topics

new wa w x figure experience 2day

Sources

facebook: 2

google+: 5

25 Sep

legoland

negative

2 Oct

Sentiment 8

0 negative

18 Sep

neutral

9 Oct

facebook: 2 google+: 5

exci c te t d

mad a ame tussauds new e york

punten

c eck ch c

18 Sep wass ssenbeeld neutral negative biermerk co c rona 2 Oct 9 Oct

nieuws: 12

blog: 8

25 Sep

2 Oct

positive

9 Oct instagram: 11

Trending topics

18 Sep

neutral blog: 8

25 Sep

positive

2 Oct

legoland

9 Oct

Trending topics instagram: 11

new e wax a figure r

nederland kerem bursi sn

nederland kerem bursi sn

punten

nieuws: 12

c eck ch c

facebook: 2 google+: 5

0

Singapore entertainment

new e wax a figure r

Sentiment 8

britse s merlin entertainment launch c

18 Sep

Sources Singapore entertainment~

0

exploitant nederland

0

wass ssenbeeld 8 legoland chec e k kerem bursi sexploitant n

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Repost from facebook: 112 @ skypremiumsg

9 Oct

25 Sep

Singapore entertainment~ experience 2day kerem bursi sn biermerk co c rona

jonesi s ndex

2 Oct

new e wax a figure r

new w x figure 18 wa Sep nederland

punten Sentiment

18 Sep

wass ssenbeeld

biermerk co c rona

mad a ame tussauds new e york

negative

2 Oct

vlv 3nieuws: hours ago 52

0

exploitant

blog: 21

25 Sep

2

instagram: 27

VLV is a multi-concept lifestyle destination housed along the iconic River nieuws:Singapore 12 at Clarke Quay, in the oldest historic ... VLV marries Asian hospitality with premium dining, twitter: 382 and entertainment exciting nightlife instagram: 11 concepts in four

rentebeleid van de fe f deral

18 Sep

21 messagesblog: blog: 8

@ skypremiumsg

0

Sources

e cited ex e

forum: 6

forum: 6

Trending Trendingtopics topics

launch

0

4

9 Oct 9 Oct

jonesi s ndex

youtube: 6

positive positive 2

e cited ex e

launch c exci c te t d

google+: 1

neutral neutral

2 Oct 2 Oct

britse s merlin entertainment

review: 1

legoland

review: 1

80

facebook: 112

10

9 Oct

6

a month

experience 2day

Sentiment

Messages last 30 youtube: 6 days

positive

25 25 SepSep

f deral fe

RT @ MTsSingapore: Put on a sari and strike a pose with Madhuri DixitNene at Madame Tussauds Singapore! #IIFA #greencarpet #madametussaudssg #iif d

2 Oct

neutral

messages negative negative

review: 1 facebook: 2

google+:51 google+:

25 Sep

18 Sep 18 Sep

-

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4

drankenproduce c nt co c nst s ellation brands launch

13 minutes ago

negative

18 Sep

9 Oct

launch c

madame~ tussauds~ OR "wax~ figures~"

exploitant

2 Oct

exci c te t d

@ MTsSingapore

chec e k

0

Messages last 30 days 0

Activity over a month Repost from

nederland

Madame facebook: 112 Tussauds SG

0

wass ssenbeeld

nederland

nieuws: 52

80

38

Sentiment Sentiment 8 80

@ skypremiumsg

9 Oct 9 Oct

6

vlv 3 hours ago

38

9

punten Sentiment

18 Sep 2 Oct 18 Sep 25 25 SepSep 2 Oct madame~ tussauds~ OR "wax~ figures~" Activity Activity over Singapore entertainment~

9

#iif d Activity Sources

biermerk co c rona

kerem bursi sn

~ ~ Anand ~ ~ retweeted

9 Oct

9

experience 2day

jonesi s ndex

instagram: 27

drankenproduce c nt co c nst s ellation brands

Messagesblog: 21

RT @ MTsSingapore: Put 75 on a sari and strike a pose with Madhuri Dixit50 Nene at Madame Tussauds Singapore!

25 twitter: 382 #IIFA #greencarpet #madametussaudssg 0 #iif d 18 Sep 25 Sep

9

legoland

forum: 6

138

britse s merlin entertainment

Messages last 30 youtube: 6 days

608

brands

google+: 1

13 minutes ago

138

18x Sep 25 Sep new wa w TODAY figure YESTERDAY madame~ tussauds~ OR "wax~ figures~"

ainment

o n li n e tracki n g pro fi le

608

LAST 30 DAYS LAST 7 DAYS @ MTsSingapore

LAST 7 DAYS

0 0

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kerem bursi sn

608

RT @ MTsSingapore: Put LAST 30 DAYS Sentiment on a sari and strike a 80 pose with Madhuri Dixit608 Nene at Madame Messages last 30 75 days Tussauds Singapore!

0 1. The Analytics Data - Madame Tussauds and Wax Figures #IIFA #greencarpet 18 Sep 25 Sep 2 Oct 50 Messages negative neutral positive #madametussaudssg #iif d 25 ~ ~ Anand ~ ~ retweeted Activity Activity over a month Trending topics Madame 0 Tussauds SG

-

britse s merlin entertainment jonesi s ndex

madame~ tussauds~ OR "wax~ figures~" Activity Activity over a month

13 minutes ago

review: 1

@Tussauds skypremiumsg SG

9 Oct

experience 2day

2 Oct

legoland

25 Sep

jonesi s ndex

@ MTsSingapore

18 Sep

drankenproduce c nt co c nst s ellation brands

0

britse s merlin entertainment

Tussauds SG

11

negative

neutral

instagram: 27

nieuws: 52 facebook: 112

12

2 Oct

positive

9 Oct

twitter: 382

Trending topics

new wa w x figure experience 2day

Sources

facebook: 2

google+: 5

25 Sep

Sources Singapore entertainment~

negative

2 Oct

positive

9 Oct

instagram: 11

Trending topics

wass ssenbeeld

biermerk co c rona

mad a ame tussauds new e york

kerem bursi sn

punten

c eck ch c

e cited ex e

nederland

exploitant

9 Oct

rentebeleid van de fe f deral

2 Oct

positive

launch

experience 2day

25 Sep

jonesi s ndex

neutral

9 Oct

new e wax a figure r

launch c

18 Sep

facebook: 2 google+: 5

0

neutral

25 Sep

new e wax a figure r

Sentiment 8

2 Oct

negative

18 Sep

britse s merlin entertainment

18 Sep

0

18 Sep

neutral blog: 8

nieuws: 12

25 Sep

positive

2 Oct

legoland

9 Oct

Trending topics instagram: 11

new e wax a figure r

nederland kerem bursi sn

nederland kerem bursi sn

wass ssenbeeld

biermerk co c rona

mad a ame tussauds new e york

blog: 21

25 Sep

legoland

18 Sep

brands

forum: 6

ainment

0

0

negative

8

nieuws: 12

britse s merlin entertainment

youtube: 6

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0

Sentiment

blog: 8

punten

google+: 1

Repost from facebook: 112 @ skypremiumsg

9 Oct

9 Oct

Singapore entertainment~

legoland

exploitant

9 Oct

positive

2 Oct

exploitant

2 Oct

facebook: 2

rentebeleid van de fe f deral

neutral

vlv 3nieuws: hours ago 52

25 Sep

chec e k

25 Sep

9 Oct

google+: 5

e cited ex e

18 Sep

review: 1

80

2

instagram: 27

2 Oct

biermerk co c rona

wass ssenbeeld

18 Sep

Trending topics

Singapore entertainment~ experience 2day

punten Sentiment 8

25 Sep

exci c te t d

messages

blog: 21

new w x figure 18 wa Sep

launch

Sentiment

4

0

Sources

jonesi s ndex

madame~ tussauds~ OR "wax~ figures~"

2 Oct

Messages last 30 youtube: 6 days

0

9 Oct

experience 2day

negative

google+: 1

forum: 6

80

0

VLV is a multi-concept lifestyle destination housed along the iconic Singapore River at Clarke Quay, in the oldest historic ... VLV marries Asian hospitality with premium dining, twitter: 382 and entertainment exciting nightlife concepts in four

nederland

Sentiment

@ skypremiumsg

6

review: 1

launch c

o n li n e tracki n g pro fi le

RT @ MTsSingapore: Put on a sari and strike a pose with Madhuri Dixit50 Nene at Madame Tussauds Singapore!

25 #IIFA #greencarpet #madametussaudssg 0 #iif d Sep 18 25 Sep 75

9

9 Oct

exci c te t d

9

2 Oct

legoland

138

drankenproduce c nt co c nst s ellation brands

608

38

18 Sep 25 Sep YESTERDAY TODAY madame~ tussauds~ OR "wax~ figures~"

britse s merlin entertainment

LAST 30 DAYS@ MTsSingapore LAST 7 DAYS

0

kerem bursi sn

25

~ ~ Anand ~ ~ retweeted

Activity over a month Madame Tussauds SG

nederland

Messages

legoland

50

38

-

VLV is a multi-concept lifestyle destination housed along the iconic Singapore River at Clarke Quay, in the oldest historic ... VLV marries Asian hospitality with premium dining, entertainment and exciting nightlife concepts in four

6

jonesi s ndex

75

kerem bursi sn

Messages last 30 days

138

@ skypremiumsg

9 Oct

RT @ MTsSingapore: Put YESTERDAY TODAY Sentiment on a sari and strike a 80 pose9 with Madhuri9 Dixit4 Nene at Madame Messages last 30 days Tussauds Singapore!

0 2. The Analytics Data - Singapore Entertainment #IIFA #greencarpet 18 Sep 25 Sep 2 Oct messages negative neutral positive 2 #madametussaudssg #iif d vlv 3 hours ago Activity Activity over a month Trending topics Repost from drankenproduce c nt co c nst s ellation brands

608

2 Oct

madame~ tussauds~ OR "wax~ figures~" Activity Activity over a month

13 minutes ago

LAST 7 DAYS

25 Sep

f deral fe

LAST 30 DAYS

18 Sep

britse s merlin entertainment

Activity over a month

608

13 minutes ago

@ MTsSingapore

jonesi s ndex

Activity

0

c eck ch c

Tussauds SG

13

3.

Online Usability - Navigation & 5 seconds test

It is important for a company to have a website which looks good and professional, but at the same time is also as simple as possible. This is because people have a very short attention span, as little as 5 seconds. If people can not find what they are looking for within those 5 seconds they can lose interest and will go to a different website. This is why we did 2 tests to see if there were any problems with the website of Madame Tussauds.

o n li n e tracki n g pro fi le

The first test was a navigation test. We gave the volunteers of our questionnaire the question where they could find who is on exhibit in Madame Tussauds Singapore. Out of 21 people, 8 of them got it wrong and did not know where to click to find out who is on exhibit. Looking at the result you can see that this needs to be improved.

The second test was the 5 sec test. We asked the people questions after the 5 seconds to see how much of the homepage they saw. The results were that 16 out of the 21 people immediately noticed where to go to buy a ticket, however, when asked where you had to click to find the navigation menu 12 out of 21 people did not know where to click. The general feeling about the website was positive, the people felt the website was professional and goodlooking, on the other hand, people felt the picture was a bit overwhelming and distracted them.

38% co u ld n ot fi n d w h o is o n th e exh i b it i n M a da m e Tussau ds Si n ga po r e

76% i m m ed iately n oti ced w h er e to g o to b uy a ti cket

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57% co u ld n ot fi n d th e n avi gati o n m en u

th e g en era l feeli n g was positive

The overall conclusion is that even though the majority of the people passed the test, that is not enough. To attract more attention to the ‘buy ticket’ button the colour could be changed to stand out, which it is not doing right now because almost everything on the website is red.

Something else that could be changed was the picture that was shown. The picture was so big it was not clear that you could scroll down the website and some of the people found the picture somewhat overwhelming. This could be changed by putting a smaller picture on the website.

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4.

Involvement Questionnaire

Our goal of this questionnaire was to find out more about the customers of Madame Tussauds.

The study shows that many tourists go to Madame Tussauds and have high expectations.

Unfortunately, all the expectations didn’t came out. Nevertheless, most people would visit Madame Tussauds again in another country. Madame Tussauds scores average on the scale, a 7.3. There could be some improvement to make this grade higher.

o n li n e tracki n g pro fi le

16

Based on this research, what certainly needs to be improved is that there need to be more statues from other countries and the trip has to be longer, it was to short now.

8/10

9/10

7/10

peo ple a r e fro m a fo r ei g n co u ntry. M ost Tu r key a n d g er ma ny

th i n k m a da m e tussau ds a m ster da m is i nteractive en o u g h

wo u ld g o to a n oth er m a da m e tussau ds i n a n oth er co u ntry

10/10

5/10

1/5

6/10

8/10

ha d expectati o n s w h o d i d n ot ca m e o ut

wa nt a b i g g er m a rvel d epa rtm ent w ith m o r e h ero es

wo u ld pay extra fo r a b i g g er ma rvel d epa rtm ent

wa nt m o r e statu es

th o u g ht th e exper i en ce was to sh o rt a n d expected it to b e b i g g er

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1. r eca p - m a r ket seg m entati o n eu ro pe Who is our target group?

At first, we have chosen for Europe because this target is easy to reach. We know how they think, feel and act. We have excluded the business travellers and the stop-over tourist who are in Singapore less than 24 hours. That leads to a target group of Âą768.000 people in Europe. (Singapore Tourisme Board, 2015)

Demographic The reason why we have chosen for Europe and Australia is that of cultural similarities. We are familiar with the way of advertisement. For example, if you see a TV commercial in Germany, there is a big chance you will also see it in the Netherlands with of course a Dutch voice instead of a German one.

To increase the target group, we decided to incorporate with Australia. The reason why we chose for Australia is that they have a similar Western-culture as in Europe. So if we reach Europeans it is easier to include Australian, because of the similarities. If we do the same calculation it will lead to another target group of Âą725.000 people in Australia. (Singapore Tourisme Board, 2015)

austra lia

If we compare Australia to the three countries for Europe who visit Singapore the most (United Kingdom, France, Germany) we see that the culture is similar. For example, if you look at the Power Distance you see that Australia, Germany and United Kingdom have almost the same heights. You could say that their values and morals are comparable. (Hofstede Insights, 2017) If we look at the income of the families, they have a stabile job and income desire. They look for entertainment for the entire family and Madame Tussauds can please both, adults and kids. They find it not a problem if it costs a bit more.

Behavioural We are focussing on families and young adults (millennials) staying longer than 24 hours. They have more free time than for example, business travellers and stop-over tourists. Another reason why we have chosen for this target group is that we want to run our campaign online and millennials are more inclined to be online. They grow up in the digital area.

Psychographic Families and young adults (millennials) want to be close to their idols. They see their idol a lot more than other people, on TV, on apps, on commercials etc. They build a parasocial interaction (PSI) with their idol.

Families and young adults (millennials) look for entertainment to please themselves. They care a lot about their family and want to entertain them.

It is really important for them that they are pleased and enjoying themselves.

If you want to know more about the cultural profile of Europe and Australia, we would glady refer to the appendix.

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19

Persona Australia

Andrew Stevenson

Hi, my name is Andrew Stevenson and I am an Aussie from Sydney. I have a stable position at my company as an accountant and I love what I do. However, my job can be a bit stressing as it requires a lot of concentration from me and being stuck at the office for many hours can drive me crazy sometimes.

On a daily basis I wake up at 7 a.m. to get ready to work and help my wife preparing the kids to go to school at 8 a.m. I have to be at work by 8 a.m., so my wife normally takes them to school as she has to be at her work at 9 a.m.

When I arrive at work I have a pile of papers waiting for me to be taken care of, that have to be checked and submitted through our system. It can be very exhausting over the day to look at the documents and the computer, inside 4 walls without any fresh air and contact with nature, as the office it is located right in the center of the city next to other buildings. So I stay until 5 p.m. That is the time I leave to pick up my kids from school and take them back home where I start preparing dinner so it is done by the time my wife arrives home, around 7 p.m.

perso n a N a m e:

A n d r ew Steven so n

Ag e: 42 N ati o n a lity:

Austra lia n

M a r ita l status:

M a r r i ed

Pro fessi o n:

Acco u nta nt

H o b b i es:

Fo otba ll, tr ekki n g,

activiti es W ITH h is fa m i ly 20

Tonight, after dinner my wife and I have decided to go on a family trip next summer.

After a small list of countries we have decided to pick Singapore as destination. The kids can experience a different culture and they can see the world from a different perspective. We believe Singapore has much to offer in terms of attractions and as a multicultural country it would be a good idea to show our children how people may look different, have different habits, food and language - among others, than in Australia.

While doing some research on Internet, we found out that there is a wax museum with some important figures called Madame Tussauds. It would be nice for the kids to have some fun with their idols. Eric is very fond of Captain America and Caroline loves Taylor Swift her songs. As parents we want to please our children and provide the best moments of their lives while they are still young and have a pretty bright perspective of life yet. Their happiness is our happiness.

We are very looking forward to have some fun there and bring unforgettable family moments back home.

My family is the most important thing in my life and having 2 young children (Caroline who 5 years old and Eric who is 7 years old) I want to spend as much time as possible with them during my spare time. Therefore we plan activities together during our spare time in the weekend. Mainly outdoors to avoid the digital era that we live nowadays and to teach our kids the importance of enjoying nature. Among the activities we bike through the woods, do picnics, visit new places, playing football with Eric while my wife Katherine reads a story to Caroline and do braids on her hair.

We also like to visit a farm in the country side that belongs to some friends of ours.

They can play with their the kids and enjoy the animals they have like: chickens, ducks, rabbits, birds, dogs, cats and the ponies. They love the ponies most because they can ride them.

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Persona Europe

Gracie Alders

Hello, my name is Gracie and I am 28 years old. I live in an apartment in Birmingham with my boyfriend. We met at the Birmingham university. At Birmingham I studied computer science and right after I graduated I got a job as a software developer at Samsung.

My boyfriend and I rent an apartment together in Birmingham. His salary combined with mine, we do not have to worry about our finances. What is great because I spend a lot money on the latest gadgets and technology. To keep myself up to date with all the new developments in that industry I subscribed myself to multiple tech magazines and am I subscribed to YouTube channels that talk about the newest technology, for example UnboxTherapy and LockerGnome.

perso n a N a m e:

G raci e A ld ers

Ag e: 28 N ati o n a lity:

B r itish

M a r ita l status:

i n a r elati o n sh i p

Pro fessi o n:

so ftwa r e d evelo per

H o b b i es:

Ga d g ets, N etflix, vi d eo ga m es

I am also very active on social media and spend a lot of time on the internet, which is where I get most of my news from. I mostly look at international news. I do not really care much for local politics. I got this app on my phone which notifies me when something important has happened. That is really neat, because I will not have to spend any time looking it up for myself.

Besides sitting at home all day we go out and see cultural things as well with our friends. We try to at least see and/or do something cultural once a week. Especially during our vacations, my boyfriend and I try to see as much art exhibits and cultural experiences as we can. Lately, he is talking about a trip to Singapore. I am really curious about Singapore, because the only thing I have heard was that it looks like a really futuristic city. I searched through social media and found a couple of travel blogs that wrote about Singapore.

On a daily basis I wake up at 6 a.m., because I have to be at work at 8 a.m. As soon as I wake up I check my phone to see if there is a notification about something that has happened in the world or if someone messaged me. I get up and fresh myself up before having a small breakfast. Usually about the time I finish breakfast my boyfriend wakes up. After cleaning I get in my car and drive to work, hoping that I do not get stuck in traffic. At the workplace I talk with my co-workers about new developments and then we sit behind our desk and work on the current project.

During my lunch break I check my phone again and scroll through Facebook and Twitter to see if someone has put something interesting on it. Then I look if someone has send me a message.

After the day is done I drive home and I am completely spend. I lay on the couch and put on a series while I am waiting for my boyfriend to get home. After he arrived home, we eat some left-overs while sitting on the couch. The rest of the night we spend watching series of playing some video games. Usually I go to bed earlier than him, because of how tired I am after the day of intense coding. He goes to bed about an hour later and tries to be really silent, but he does not realize he always wakes me up.

 

a n d b oa r d ga m es 22

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1. r eca p - custo m er j o u r n ey d eta i led D escr i pti o n to u ch po i nts

1. Before - Doing research Social media - google - reading travel magazines - word of mouth

4. During - Travelling Billboards -TV’s in the airplane - on the airport - promotion team – magazine in airplane

7. During - In Madame Tussauds Promotion team - interactive games - social media - information signs

Word of mouth is the most import touchpoints for doing, because he has friends with families like he has. They have experiences with travelling far from home.

TV’s in the airplane is the most import touchpoints for travelling, because the family will be in the plane for a long time. The kids will get distraction on the TV’s in the airplane.

Promotion team is the most import touchpoints for in Madame Tussauds, because the promotion team will entertain the kids. If the kids are happy, he is happy.

2. Before - Booking the trip Booking website (adds) - looking for the airline - travel agencies

5. During - On holiday Vouchers/brochures - billboards - personnel word of mouth - public transport - tourist information - google adds - in the city

8. After - Evaluating the holiday Word of mouth - social media (sharing experience) - writing a review

Travel agencies is the most import touchpoints for booking the trip, because he wants to be sure of his decision. He thinks travel agencies are the ones that can give him the best advice.

3. Before - Planning Tripadvisor.com –google happens past weeks)

–

news

(what

News (what happens past weeks) is the most import touchpoints for planning, because he wants to know if it is save in Singapore for his wife and kids.

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Personnel in hotel/word of mouth is the most import touchpoints for in Singapore, because Andrew wants to know what the inhabitants think what you should do in Singapore.

6. During - Planning a day out Vouchers/brochures - discount websites google - tripadvisor.com - tourist information MT itself Discount websites is the most import touchpoints for planning a day out, because he is with a big family. He would like to get as much discount as he can get.

Word of mouth is the most import touchpoints for back at home again, because he would give his friends with families advise.

Thinking & emotions Thinking & emotions - Best holiday ever!

- The kids has so much fun!

- The trip was a success!

- I need to share this with my friends! “thankful – sad (because back home) – tired”

- My kids need to be happy than I am happy - Are there kids friendly places to go?

- Get to know another culture.

- What the weather will be like?

- What should we pack?

- Are there any special habits or rules he should know – what about the budget? “excited – doubting – overwhelmed”

1

2

Thinking & emotions - Safety and comfort are important.

- If there Wi-Fi access everywhere?

- Which accommodation should we choose?

- What about the budget? “even more excited – It cost him an arm and a leg – curious”

8

Thinking & emotions - Oh, wow that’s nice!

- My daughter loves to catwalk!

- My son loved the Marvel department!

- It’s better than I expected! “amazed – grateful – excited – surprised”

3 Thinking & emotions 7

Thinking & emotions - Will it be nice there?

- How are we going to get there?

- Are the kids going to enjoy?

- How long will we be there?

- Is the extra ticket for the Marvel department worth the money?

- What about the budget? “optimistic – interested – curious”

andrew stevenson

6

Thinking & emotions - Which option are we going to choose?

- I want something with Marvel/Captain America for my son.

- Is Madame Tussauds a good option?

- What about our budget? “overwhelmed – indecisive – happy to be in Singapore”

4

- What to pack?

- What to do/see?

- Are there attractions for the kids?

- How about the transport?

- What about the budget? “stressed – doubting – super excited – concerned”

Thinking & emotions 5

- We can go there, or there, or there..

- It is going to take forever..

- How can I comfort the kids?

- What are my expectations? “tired –nervous – excited – overwhelmed”

25

1. r eca p - custo m er j o u r n ey d eta i led D escr i pti o n to u ch po i nts

1. Before - Doing research Social media – google – reading travel magazines – word of mouth

4. During - Travelling Billboards –TV’s in the airplane – on the airport – promotion team

7. During - In Madame Tussauds Promotion team – interactive games – social media –information signs

Social media is the most import touchpoints for doing, because Grace spends a lot of time on social media. She search for interesting things for her trip to Singapore.

Billboards is the most import touchpoints for travelling, because she thinks it is interesting to see how billboards changes with time.

Technology is very important nowadays, so she likes to see if billboards are getting better with technology.

Interactive games is the most import touchpoints for in Madame Tussauds, because Grace is very interested in the latest gadgets and technology. She will definitely try all the interactive games in Madame Tussauds.

2. Before - Booking the trip Booking website (adds) – travel agencies online – looking for the airline Booking website (adds) is the most import touchpoints for booking the trip, because she searched through social media for tips, so she gets a lot of adds on the websites she visits.

3. Before - Planning Tripadvisor.com – google – news online (what happens past weeks) Google is the most import touch-points for planning, because she is interested in the most technology things to do in Singapore.

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5. During - On holiday Billboards – personnel word of mouth – public transport – tourist information – google adds – in the city Google adds is the most import touchpoints for in Singapore, because she searches with google for the things she would like to do. Adds are important if she is searching.

6. During - Planning a day out Discount websites – google – tripadvisor.com – tourist information – MT itself Google is the most import touchpoints for planning a day out, because she plans everything with google.

8. After - Evaluating the holiday Word of mouth – social media (sharing experience) – writing a review Social media (sharing experience) is the most import touchpoints for back at home again, because she is active on social media and she would like to share her experiences.

Thinking & emotions Thinking & emotions - Best holiday ever!

- The trip was a great success - I need to share this with my friends! “thankful – sad (because back home) – tired”

- There should be a lot of technology?

- I want to get to know another culture.

- What will the weather be like?

- What should we pack?

- Are there any special habits or rules he should know about?

- What about the budget? “excited – doubting – overwhelmed”

1

2

Thinking & emotions - Safety and comfort are important.

- If there Wi-Fi access everywhere?

- Which accommodation should we choose?

- What about the budget? “even more excited – It cost her an arm and a leg – curious”

8

Thinking & emotions - Oh, wow that’s nice!

- So many interactive games!

- We loved the Marvel department!

- It’s better than I expected! “amazed – grateful – excited – surprised”

3 Thinking & emotions 7

Thinking & emotions - Will it be nice there?

- How are we going to get there?

- Are there enough of games?

- How long will we be there?

- Is the extra ticket for the Marvel department worth the money?

- What about the budget? “optimistic – interested – curious”

gracie alders

6

Thinking & emotions - Which option are we going to choose?

- I want something with Marvel/Captain America.

- Is MT a good option?

- What about our budget? “overwhelmed – indecisive – happy to be in Singapore”

4

- What to pack?

- What to do/see?

- Are there attractions with technology?

- How about the transport?

- What about the budget? “stressed – doubting – super excited – concerned”

Thinking & emotions 5

- We can go there, or there, or there..

- It is going to take forever..

- What are my expectations? “tired –nervous – excited – overwhelmed”

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2. MARKETING COMMUNICATION OBJECTIVES Based on our research and the wishes of Madame Tussauds we have set the following objectives we want to accomplish with this campaign.

Brand awareness To encourage the visitors to write a positive review on Trip Advisor, so that after one year Madame Tussauds is in the top 5 of attractions for Sentosa Island.

Brand attitude To change the appearance of Madame Tussauds of the target group by 10 to 20%, within a period of 6 months.

After the campaign at least 60% of the target group visiting Singapore will associate Marvel with Madame Tussauds Singapore.

Behavioural intention To increase the number of visitors of Madame Tussauds, Singapore Images Live and Marvel combined with 10% during the campaign for 12 weeks.

Facilitation of behaviour To increase the number of visitors to the website with 20 to 40% through the online campaign, in a period of 12 weeks.

To increase word of mouth with 30 to 50% with good experiences of the target group about Madame Tussauds within 6 months.

Behaviour To increase the number of shares on social media of the target group during their visit at Madame Tussauds with 60 to 80%, in a period of 12 weeks.

Satisfaction To increase the knowledge about the superheroes in Madame Tussauds through the campaign by 40 tot 60% during a period of 12 weeks.

Brand knowledge To make 30 to 50% of the target group aware that you can interact with three of the most famous superheroes, within 12 weeks.

To make 40 to 60% of the target group be aware that there is a Madame Tussauds in Singapore, within a period of 12 weeks.

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3. M A R KETI N G CO M M U N I CATI O N strategy Positioning We have chosen for a two-sided positioning strategy. We want to focus on the awareness of Madame Tussauds, Singapore Images Live, Marvel and the 4D cinema. We want to give the target group more information about those topics. For example, we want them to know that there is a Madame Tussauds in Singapore and that is has a new Marvel department. We want to make sure that our target group knows that Madame Tussauds has something else to offer than all the other attractions in Singapore.

The lifestyle of our target group is to see and find different kinds of cultures and experiences and understand them. When they are at Madame Tussauds they can easily experience the condensed version of Singapore her culture. ’’The target group wants to have fun and wants to enjoy the things they do with their family.

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Proposition

‘Madame Tussauds

Singapore provides the

opportunity to meet your heroes in ‘real life’.’

A lot of heroes only exists on TV or in comic books. Madame Tussauds makes it possible for the families to meet their own heroes in ‘real life’. They have a big collection of different types of heroes, from Taylor Swift to Captain America.

There are heroes for every kind of person, young and old, woman or man. Madame Tussauds allows you to capture that moment with your family and gives you the opportunity to share it with all your friends.

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4. th e co n cept Did you ever had the fantasy as a kid that your superhero came to live? That all the stories they ever told you were real?

That your craziest, unrealistic and insane fantasies were true? Well, we had that hope, for sure. One of us even imagined that Spider-man came to live to ‘save’ him from his boring school.

As a kid you have a bright imagination and how cool would it be if it became real? Just imagine, you are walking in the city doing some shopping and suddenly a lady starts screaming. She is in danger and she needs help, but you cannot reach her. Out of nowhere Spider-man shows up from the sky, he flies past the tallest buildings to the ground and on his way he saves the lady.

He lands on the street and all the people around him are cheering and admiring him. Your true hero shows up from the sky and is so alive that you can touch him, talk to him and even hug him if you want.

Why focus on superheroes?

The archetypal hero appears in all religions, mythologies and epics of the world. He is an expression of our personal and collective unconscious, as theorized by Carl Jung and Joseph Campbell. All archetypal heroes share certain characteristics.

Why is the relevant for the campaign?

Heroes are a small part of a culture’s mythology.

They have been useful for thousands of years to the people for whom they serve as an idealized human, a sort of ‘super’ person, capable of dealing with problems that surpass normal humans and their abilities. In a sentence,

heroes contribute to the society’s necessary business of reproducing itself and its values. It helps people to find out who they are or who they want to be. People look up to their hero and try to follow/copy their behaviour.

Association Superheroes come to live. We let people believe that they are real and that they are trying to save Singapore. Through a lot of different instruments, we tempt them to come to Madame Tussauds to see if the superheroes are alive.

#m a d a m e t u s sa u d sx m a rv e l 32

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5. i n stru m ents a n d m ed ia Marvel Mystery Comics (first issue titled simply Marvel Comics) started publishing comic books during the 1930s-1940s period, known to fans and historians as the Golden Age of Comic Books. For us it was not more than logic that our concept needed a comic book. Why not make our own?

co m i c book

001 singapore special

001

s in ga po r e 0 0 1 s pe ci a l s in g a p o r e s p e c ia l

A comic book with existing superheroes, but a new special story with Madame Tussauds Singapore. The short version of the story: A villain tries to attack Singapore and the superheroes ‘living’ in Madame Tussauds come to live. It is a short comic with only a few pages, which makes a start for the flash mob. You can read more about the flash mob on page 44.

The comic books will be spread at the airport on Monday, Wednesday and Friday. We will hire two people for six hours a day to hand them out. The comic book will only be handed out to children and teenagers, or if someone asks for it. We have 7500 books to spread per week.

They will not only be handed out at the airport, but also during the start of the flash mob.

If you are curious about the story and what happens. We gladly refer to the printed version of the comic book.

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35

As a teaser campaign before anything happens in the city we will promote the activation on social media. For example, a few days or hours before it happens we will post a message as ‘There is something mysterious going to happen in Singapore, be aware and see it for yourself. Follow the signs you see around the city.’ Or we will post a little video were you can see that Spider-man moves his hands. By posting these messages on social media we want to target the people beforehand.

so cia l m ed ia

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During the campaign we will also promote through social media. We will post photos and little teaser videos of the flash mobs and the superheroes. On the next few pages you can see some examples of the posts.

The platform we will use the most is Facebook. Facebook gives us the opportunity to target really accurate. We want to use that option to include most of the target group in our selection who will see our advertisements. We will also post on Instagram and Twitter, just because the accounts are easy to set up and are very useful to promote on for free.

As an addition, we will make videos of the superheroes leaving and returning after the scene.

They come to live from their statue and leave Madame Tussauds on a trip to save Singapore from the villain. When the flash mob is done they will run back and return back into a statue.

We will place these videos on all our social media channels. Those videos make a connection with the superheroes and triggers the people to go to visit Madame Tussauds, to see if the superheroes are really alive.

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As a teaser campaign for the flash mob, we will place signs around the city. On these signs you will see the logo of the specific superhero who is doing the flash mob, the logo of Marvel and Madame Tussauds, the link to the Snapchat profile and text to promote; as ‘Keep your eyes open, something is about to happen..’.

K eep yo u r

Our research showed that Singapore has a strict policy against littering. That is why we have chosen to use signs we can place and remove easily. They will not be there for a long time, only before and during the flash mob. There will not be any inconvenience for the city. We will use special window stickers who are easy to remove and do not leave any paste. We will place the stickers an hour before the flash mob is starting and we will remove them right away after the flash mob.

o p en ,

something is about to happen..

fo llo w m a d a m e t u s sau d s o n s n a p c h at !

si g n s

#m a da m e t u s sa u d sx m a rv e l

1000 mm x 550 mm - Captain America

Reuseable sticker

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K e e p yo u r

o p en ,

K eep yo u r

s o m et h i n g i s a b o u t t o h a p p en ..

something is about to happen..

fo llow m a da m e t u ssau d s o n s n a p c h at !

fo llo w m a d a m e t u s sau d s o n s n a p c h at !

#m a da m e t u s sa u d sx m a rv e l

1000 mm x 550 mm - She-Hulk

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o p en ,

#m a da m e t u s sa u d sx m a rv e l

1000 mm x 550 mm - Spider-man

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In a busy street people from all over

the world are looking in all directions and wondering what they will do next.

Suddenly, a child hears a sound. As he pulls their parents sleeves to ask what and where the sound comes from it turns into a voice. The parents and the people standing around them are now trying to find out where the voice is coming from.

Then out of nowhere the face of Ultron appears on the side of a building. The people are taken aback by the sudden appearance and do not know what to do as Ultron starts laughing with his mechanical voice but, then…

We are planning on doing a flash mob three times a week on a specific location each time.

We are focusing on the story from the special Singapore comic book. The villain is going to attack the city and each superhero tries to save the country. At first the villain will show up.

We will attract the people to him by using sounds and music. Sounds and music always make something more attractive or exciting so we are going to use that every flash mob. Another thing that is very important for every flash mob is the involvement of the audience. We want to interact with the audience as much as we can.

flash mob

We have written some examples of what could happen during the flash mobs, but this is not assured. You can read the examples on the next few pages. The reason why we leave it a bit open is because after 12 weeks the superheroes and the stories can be changed. We are working together with a theatre school in Singapore and we would like to write the scenes with them, they are the professionals. Besides that, it will keep our costs low and it will provide nice opportunities for the theatre. The schools we can work with are Centre Stage, School of the Arts (SOTA) and Intercultural Theatre.

We have thought of some details. The villain will show up on every location, but not in real life: we will use a portable protector. A villain is always save and protects himself. At the same time, this way will not cost a lot of money. During the flash mob a small promotion team helps the superheroes. They stand beside the act and tell people to come to take a look or to take their phones to make photos. They will wear t-shirts with the logo of Madame Tussauds and our Super Heroes Come to Live logo.

PACIFIC OCEAN

44

... Then Captain America appears out of nowhere and stands there defiantly against Ultron who, on his turn, interrupts his villainous speech to ‘face’ the cap. The captain tells everyone there is no reason to panic, on which Ultron laughs and says that he is not strong enough by himself. Captain America looks around him, desperate for a friend or ally. He then notices the child standing near his parents. He crouches down and looks at the kind and his parents and asks them if they ATLANTIC PACIFIC OCEAN OCEAN can help him. Captain America has an idea: maybe if they expose Ultron to INDIANit might scare a lot of flashing lights, OCEAN

him away. The people take out their phones and shine their flashlights or make photos to create light. Ultron did not expect this and tries to fight back, however, he is not strong enough to fight off the steadily growing group of people helping the cap. Ultron lets out a final cry as his face disappears but, not before he vows that this is not over.

After Ultron is beaten back by our heroes and their helpers they thank the people for the help and tell them they could not have done it without them. They also say however, that they need to return to Madame Tussauds where they came from.

Before the superheroes leave they tell the crowd to try to catch them and the other heroes on snapchat and to also look for the other heroes on the street and online.

That is when they say their goodbyes and leave as quick as they came.

Every Tuesday @ Sentosa Gateway Ave

S ING A P O R E

45

I t

In a busy street people from all over the world are looking in all directions and wondering what they will do next.

Suddenly, a child hears a sound. As he pulls their parents sleeves to ask what and where the sound comes from it turns into a voice. The parents and the people standing around them are now trying to find out where the voice is coming from.

Then out of nowhere the face of Ultron appears on the side of a building. The people are taken aback by the sudden appearance and do not know what to do as Ultron starts laughing with his mechanical voice but, then… ... Then She-hulk appears out of nowhere. She stands there with an angry look on her face. If looks could kill, Ultron would be dead at the spot.

However looks do not kill and so Ultron laughs at She-hulk which infuriates her even more. She gets so angry that she stomps on the ground. The people standing around her take a step back because of the ferocity of her stomp.

The ground ‘shakes’ and the people hear the power of it. Even Ultron feels it and his image flickers for a little bit.

She-hulk notices this and think that it ATLANTIC PACIFIC OCEAN be the way to defeat Ultron. She OCEAN might notices the child looking at her with hopeful eyes.

INDIAN

PACIFIC OCEAN

She-hulk asks him to jump with her to defeat the villain. The people hesitantly try and there is a clear difference, they see Ultron worrying. As more people join in, the image of Ultron becomes vaguer and vaguer. Ultron begins to cry and screams that this is not possible. The She-hulk continues with the help of the people and before Ultron disappears, he vows to return.

In a busy street people from all over the world are looking in all directions and wondering what they will do next.

Suddenly, a child hears a sound. As he pulls their parents sleeves to ask what and where the sound comes from it turns into a voice. The parents and the people standing around them are now trying to find out where the voice is coming from.

Then out of nowhere the face of Ultron appears on the side of a building. The people are taken aback by the sudden appearance and do not know what to do as Ultron starts laughing with his mechanical voice but, then…

After Ultron is beaten back by our heroes and their helpers they thank the people for the help and tell them they could not have done it without them. They also say however, that they need to return to Madame Tussauds where they came from.

Before the superheroes leave they tell the crowd to try to catch them and the other heroes on snapchat and to also look for the other heroes on the street and online.

That is when they say their goodbyes and leave as quick as they came.

Every Thursday @ Singapore Zoo

S ING A P O R E

Mandarin, Malay, Tamil & English.

51%

49%

there are 5,781,728 Singaporeans PACIFIC OCEAN

... Then Spider-man appears out of nowhere and tries to awkwardly calm people down. Ultron ignores him and continues his speech. Spider-man tries to find a way to stop him but, he can not find it. He looks around and ask the people to help him find a solution.

After a little bit Spider-man notices a huge power plug and realises that that must be what was powering Ultron in this location. He screams that he found it and runs towards the plug and tries to pull it out. Ultron laughs and says ATLANTIC PACIFIC OCEANeven him, the Spider-man with his OCEAN that extraordinary strength, is not strong enough to pull the power INDIAN cord out.

Spider-man keeps trying and he is clearly straining himself but he just cannot do it. That is the moment when he turns around and sees a child looking at him. He asks for his help and together with the help of anyone willing they pull out the chord. Ultron vows that this is not over but in the middle of the sentence he gets cut off because he lost his power.

After Ultron is beaten back by our heroes and their helpers they thank the people for the help and tell them they could not have done it without them. They also say however, that they need to return to Madame Tussauds where they came from.

Before the superheroes leave they tell the crowd to try to catch them and the other heroes on snapchat and to also look for the other heroes on the street and online.

That is when they say their goodbyes and leave as quick as they came.

Every Saturday @ AGardens S ING P O R E by the Bay

Mandarin, Malay, Tamil & English.

51%

49%

there are 5,781,728 Singaporeans

OCEAN

OCEAN

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In 2016 16,403,595 People have travelled to Singapore

In 2016 16,403,595 People have travelled to Singapore

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After the flash mob, when the superhero leaves he screams; ‘CATCH ME ON SNAPCHAT’.

The promotion team who is present at the flash mob will also help to promote the Snapchatgame. The audience will get their phone and go on snapchat. They will see the special Marvel filter and see the option to play a game with the filter. They make a photo of themselves and turn into the specific superheroes. In the game the person needs to avoid all kind of objecs and follow the villain who is trying to escape. The game can go on as long as they want.

There is no point where you win. When they finish/are done with the game they will see some promotion for Madame Tussauds, which direct them to the website.

snapchat ga m e

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People will not only be seeing this filter and game during or after the flash mob, but it is available in the whole of Singapore 24/7. People can easily play the game without any notice of the flash mob, but at the same time it is a nice addition to the flash mob.

When you press the button ‘start game’ Snapchat takes a photo of you as Spider-man. The game begins when your finger touches the screen. You need to avoid objects. Your finger is the joystick.

When you lift your finger from the screen the game stops. When you get hit by an object you are ‘game over’. See the following images on the next page for the details.

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You need to avoid the fastly

When you get hit by an object

coming objects by moving your

you are game over. You can

finger over the screen. At the top

easily start again or go the the

of the screen you can see your

website of Madame Tussauds

playing-time.

by clicking on their logo.

When you lift your finger from the screen the game is done.

You can share your time in your stories by making a photo.

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6. b u d g et & Pla n n i n g On the right, you can see our total budget. We have taken it widely so there is space for any change needed. You can see all our ‘loss’, but the campaign will also be profitable. The brand awareness and attitude will increase positive, as you can read in our objectives on page 28.

Social Media Facebook and Instagram placement, S$15 a day

S$ 1.350

Snapchat filter and game

Production and placement, S$100 a day

S$ 11.500

The campaign will cost around S$ 58.330 to run for 12 weeks. A ticket for Madame Tussauds, the adult walk-in price, is around S$42. Which means that Madame Tussauds only need to sell 1389 tickets to earn the money, spend on the campaign, back. Madame Tussauds Singapore sells ±2 million tickets a year, so that will not be a problem.

Production of Media Design, development of the signs, social media posts and teaser-movies

S$ 7.500

Comic Book Design, development, production and spread

S$ 17.980

Flash mob

Design, development and production Costumes, actors, technical parts, script etc.

S$ 20.000

Down below you can see our planning for the campaign. Before everything of this happens, we start with a teaser-campaign on Facebook and Instagram two weeks before our campaigns start, to announce it. This will be every day, a sponsored message.

Our research showed that for both Europe and Australia the months December, January and February are the most popular to visit Singapore. Our planning is based on a regular month and days. This so it can be applied on any month useful for the campaign.

We will post on Instagram and Facebook everyday. This because it is hard to target everyone on one specific day. We have the money to be online every day, so why not?

Everytime there is a flash mob, the signs will be placed an hour before.

We have chosen to spread the comic book every Monday, Wednesday and Friday on the airport. Our research shows that those are the days when the most people arrive on the airport of Singapore.

Total S$ 58.330

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7. eva luati o n To check and make sure that the campaign has fulfilled the objectives we set, we are planning to do an evaluation. We decided to do this during and after the campaign. We are not testing any media beforehand. This because our concept is a total package. If we are testing our campaign, we want to test completely. This is why we are testing our campaign during and not before.

The comic book, signs and flash mob are offline media. We can test this media by doing surveys.

In the first weeks: To not bother the people, we want to make the survey easy. After the flash mob we will let the promotion stay for a little bit longer, so they can go around. The survey will be just a simple press on the smiley you think fits the best to the question. The respondent can always leave a comment with extra information about their experiences.

After several weeks: We will expand the survey. It will now be a survey with a few direct questions. We can change those question anytime. Of course we will take all the answers and process them.

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For the online media we have another plan.

We have our social media posts on Facebook and Instagram, the videos/stories on Snapchat, the game on Snapchat and the visitors to the website of Madame Tussauds. The last one is easy to test: we set up the Hotjar Recordings on the website of Madame Tussauds. Hotjar Recordings records who the visitors of the website are, how long they are there on the website, their mouse movements and many more. (There are a lot of similar programs as Hotjar available online.) With this information we can see if we attract more visitors and if they find what they are looking for, if they do what we want them to do. For this option it is better to start a month before the campaign starts, then we can see the difference.

Another nice option of mouse tracking is that you can also use it on advertisements. The advertisements we place on Facebook and Instagram can show us what the respondent does when he/she sees the advertisement.

The evaluation is not included in our budget, yet. This can easily be added to the budget.

You can make a survey as expensive as you want. We already pay the promotion team so an hour extra is easily added. The use of Hotjar, or any similar program, is a service you pay for monthly. You pay for the amount of pageviews you want to keep track of per day. For example, 50.000 pageviews per day is S$ 189 per month.

Of course there are way more options to gather information, but we think we have chosen wisely. We could do things as ‘eye tracking’, but that is just way too expensive for a campaign like this and we do not think we will gather the information we need. We want to make it easy to do a survey and help us, we do not want to bother the respondents.

conclusion, Along this project we have done a lot of research to gather crucial information that brought us to our final campaign. After six months we came with some ideas that complete each other in our campaign ‘Superheroes come to live’.

The biggest thing we have learned in the last six months is creating a campaign for a big company. It was a big challenge to create something that could really work.

We also thought of the future. If we could ontinue with a longer project and more budget there could be some nice additions to this campaign. For example, organise a day at Madame Tussauds where the superheroes statues are not statues but real superheroes. The kids can meet their heroes and interact with them. There are a lot of opportunities. We are full of eagerness.

We are glad with the results and we are looking forward to present this campaign for Madame Tussauds Singapore. We hope we can inspire them with our project and they see a nice opportunity in this campaign.

Thank you for your time!