Esplanade Singapore 20th Anniversary Festival Conceptualisation and Launch Marketing
Our Approach
Creating a Social-led (TikTok and Instagram) Festival Marketing Campaign to Drive Awareness in the Youth Target Segment
Challenge
To design and develop an offline-to-online integrated festival campaign for Esplanade’s 20th Anniversary to increase awareness and footfall among the youth segment (Gen Z)
Our Approach
Referencing the lifestyle impact that Astrology plays in influencing Gen Z, the agency conceptualised a series of Astrology-themed Guided Tours at Esplanade and created various Digital and Physical Content Assets to support the publicity of the tours.
Scope of work include Campaign Key Visual Design and Messaging, Event Activation, KOL Seeding and Management, Tik Tok Video Content Production, Social Media Management.
Approach
Phase 1: Conceptualisation of Guided Tours
“When Stars Align” was conceptualised based on the 4 horoscope elements – Fire, Earth, Air, and Water. Each of these four elemental experiences have been adapted from existing Esplanade tours and accompanied by an activity such as architecture photography, painting a recyclable shopping bag and a vocal training session.
Phase 2: Media Kit Design & PR Seeding
As part of the overall activation, uniquely curated media kits were
designed and dropped to 50 Gen Z Key Opinion Leaders to create buzz and organic mentions on Social Media. For a personalised touch, these media kits were curated based on the horoscope elements of each KOL.
Approach
Phase 1: Conceptualisation of Guided Tours
“When Stars Align” was conceptualised based on the 4 horoscope elements – Fire, Earth, Air, and Water. Each of these four elemental experiences have been adapted from existing Esplanade tours and accompanied by an activity such as architecture photography, painting a recyclable shopping bag and a vocal training session.
Phase 2: Media Kit Design & PR Seeding
As part of the overall activation, uniquely curated media kits were designed and dropped to 50 Gen Z Key Opinion Leaders to create buzz and organic mentions on Social Media. For a personalised touch, these media kits were curated based on the horoscope elements of each KOL.
Phase 3: Media Tour Planning & KOL Management
We organised and invited 50 KOLs (paid and organic) for a media tour preview over a total of 4 sessions, ensuring digital media coverage across Instagram and TikTok.
Phase 4: Content Production & Amplification
More TikTok and Video Reel content were created, published, and amplified over the period of 3 months to communicate the experience of the tours while garnering interest among the Gen Z.
Phase 3: Media Tour Planning & KOL Management
We organised and invited 50 KOLs (paid and organic) for a media tour preview over a total of 4 sessions, ensuring digital media coverage across Instagram and TikTok.
Phase 4: Content Production & Amplification
More TikTok and Video Reel content were created, published, and amplified over the period of 3 months to communicate the experience of the tours while garnering interest among the Gen Z.
Featured Work
@esplanadesg 🪐 Yes, this is a sign: Choose what resonates and see how best to rejuvenate your soul at Esplanade. #esplanadesg #sgtiktok #tarot ♬ Bubble - Official Sound Studio
@esplanadesg You can always find the right 〰️ vibe〰️ with us. Where’s your favourite spot at Esplanade? #esplanadesg #sgtiktok ♬ original sound - Esplanade Singapore
Our Impact
The overall art-direction and content strategy was inspired by the Art of Astrology Reading, which featured symbols and colours that reference each elemental experience to appeal to the Gen Z audience in a personalised way.
The unique Astrology-themed event experiences, combined with timely and relatable content touch-points, created buzz among the Gen Z KOLs–all of which were instrumental in re-introducing Esplanade to the intended Gen Z target segment.
Our Past Works
#HopForJoy: Lau Pa Sat LNY Campaign
Experiential Marketing, Social Media Marketing, Influencer Marketing
Client: Lau Pa Sat
SingPost FY21/22 Sustainability Report
Annual & Sustainability Report, Publication Design, Photography, Art-direction
Client: Singapore Post
The Great Bay Fiesta Marketing Campaign
Social Media Marketing, Influencer Marketing, KOL Management
Client: The Show Master Singapore
Esplanade Anniversary Marketing Campaign
Social Media Marketing, Influencer Marketing, Event Management, Community Engagement
Client: Esplanade
Content Strategy for Digital Transformation in Social Service Sector
Social Media Marketing, Event Management, Community Engagement
Client: Social Service Institute
SingPost “Connecting All” Employer Branding Campaign
Branding, Campaign Messaging, Publication Design
Client: Singapore Post
Contact Us
We are open to work, collaborations, partnerships, and general discussion on Singapore’s hottest topics on Sustainability and CSR. Let’s talk!
hello@epic-dialogue.com
hello@epic-dialogue.com