greatness social responsibility campaign dec 2006 m&e
TRANSCRIPT
Greatness Social Responsibility Campaign
Dec 2006
M&E
Scope
Program Objective • Program Details • Summary of Achievements:
– Media Plan – Creative Execution: – PR
• Results • Future improvements
Program Objective
• To Increase consumers awareness of The Greatness Campaign and Guinness®
• To associate Guinness®/ The Greatness Campaign with Social Responsibility
• To enhance the visibility of our brand at the party hot spots over the two festive weekends
• To drive consumers to our outlets via the ferry services
• To allow our consumers to enjoy their night out without worrying about how they’re going to get back home
Program Details
• Duration of Program– 22nd – 24th Dec 2006 (X-mas weekend)– 29th – 31st Dec 2006 (New Year weekend)
• Mechanics (Tier 1)– 9pm – 1am– 6 Guinness® buses would rove in a ferry service around
the 5 party hot spots:• City Hall• Boat Quay• Clarke Quay• Zouk• Orchard Emerald
– 1 BA would be on each bus to act as guide to the passengers
Program Details
• Mechanics (Tier 2)– 1am to 4am– 3 Guinness® buses would send our consumers back
home• 3 Guinness® buses do one loop around the 5 party hot
spots• Each bus would then go towards its respective routes to the
Northern, Eastern, and Western part of Singapore• Major MRT stations are designated as the drop off point
along these routes
– This service would commence at an hourly interval • 1am, 2am, 3am and 4am
Summary of Achievements(Media Plan)
MEDIA DESCRIPTIONNO. OF
INS Published
The New Paper Full Page Full Colour 3 21st, 24th & 27th Dec
33cm x 10col (25.5cm)
OOH
Bus shelter poster 8 posters 3 22nd to 28th Dec '06
(of which 5 posters sponsored by JCD)
(+ 5 bonus)
20 posters 1527th Dec '06 to 2nd Jan '07
(of which 5 posters sponsored by JCD)
(+ 5 bonus)
Buses
Guinness® SBS buses 6 buses for 8 hours per day
22nd to 24th & 29th to 31st Dec
Summary of Achievements(Creative executions)
• Guinness® Buses
Summary of Achievements(Creative executions)
• Bus stop shelter ads
Summary of Achievements(Creative executions)
• Bus stop Banners
Summary of Achievements(Creative executions)
• Banners at Sampling Road Shows
Summary of Achievements(Creative executions)
• Banners at Participating outlets
Summary of Achievements(Creative executions)
• Sandwich Boards
Sandwich Board guys roving around bus stops and road show area.
Summary of Achievements(Creative executions)
• Greatness Tees
Tees worn by all staff at road show and bus stops.
Summary of Achievements(Creative executions)
• Pamphlets
Pamphlets given to consumers at participating outlets
Pamphlets handed out by mascot at Road show
Pamphlets given to consumers at road show
Summary of Achievements(Creative executions)
• Hanging mobiles
Guinness® buses decked out with our hanging mobiles
Results
• Executed this massive project within a time frame of 2 weeks
• Planned an effective bus loop circuit that covered the needs of our consumers – Selected the right bus stops and MRT stations
• Created a synergy between our Sampling Road show and the GSR project– We actively publicized the bus rides at the road shows
• Announcements, pamphlets giveaway and staff tees
– Arranged the stops to coincide with our Sampling Road show booths
Results
• Fine-tuned the system of the project continuously– We included portable mics for our BAs to be
audible in the buses
– Surveys were conducted to gather feedbacks • 293 bus passengers• 18 and above male Singaporean
• Generated numerous publicity through this project
• Reached a target of 8060 consumers through our sampling road shows