The Great Bay Fiesta by The Show Master Marketing Campaign – Epic Dialogue

Our Approach

Creating A Digital-First
Online-to-Offline Integrated Marketing Campaign

Challenge

To increase brand awareness and engagement while increasing ticket sales and footfall at all of The Show Master's Carnivals.

The Story

The Show Master, which is the Creative Experiential Division of Uncle Ringo, organised The Great Bay Fiesta as part of the Marina Bay Singapore Countdown 2023. With the aim of delivering unparalleled experiences, The Great Bay Fiesta pushes the boundaries of traditional show experiences. Our challenge was to create a compelling marketing campaign to promote The Great Bay Fiesta and drive visitors to the event, along with two other carnivals held during the 2022 holiday.

Our Approach

Phase 1:
Conseptualisation

The Show Masters' carnivals, rides, and games have always been a source of joy, bringing out the inner child in all of us. Our team has crafted a powerful campaign message, #InnerChildAwaits, that resonates with young adults, families with young children, and those who are nostalgic. This showcases the brand's ability to awaken the inner child in everyone. To effectively reach these target segments, we have developed a digital-first strategy for an online-to-offline campaign that leverages an integrated marketing approach. Along with TikTok and Instagram-focused user-generated social media content marketing, we have amplified the campaign through influencer marketing and guerrilla activations.

Phase 2:
PR Seeding &
Media Kit Design

We collaborated with WhiteLabel PR to distribute media kits to over 100 influencers to boost awareness of The Show Masters' carnivals. Leveraging on influencers' reach via TikTok and Instagram, an authentic buzz was created around the brand, inspiring others to join in on the fun.

To create an even more personal experience, our 'Little Show Master' personally delivered some media kits, which helped to increase virality and promote our campaign messaging. Our strategy, including the distribution of media kits, guerrilla marketing, and a media preview event, inspired influencers to share information about the upcoming carnivals. This ignited curiosity and increased anticipation as their followers saw updates on social media platforms.

Media Kit Design

To bring the essence of The Show Master’s carnivals into the homes of the influencers, the kits were created to reflect a whimsical and dreamy mood – perfectly depicting the mood of carnivals happening during the holiday season.

The top hat in the kits infuses a sense of mystery which brings forth the brand personality of The Show Master. The musical carousel is a symbol of the carnival and also a nostalgic item that everyone is familiar with. The Media Kit comes with The Golden Ticket and a trifold brochure to illustrate what is in store for the influencers. Completing the kit with snowflake confetti and fairy lights, it creates a playful, yet dreamy sight to behold.

Phase 3:
Influencer Management and UGC

To ensure that our influencer marketing strategy effectively reached our target audience, we collaborated with lifestyle influencers to appeal to young adults, and parent influencers to target families with young children.

During the media preview event, we extended the power of user-generated content (UGC) and influencer marketing by partnering with paid influencers and encouraging other attendees to share their experiences online.

This resulted in genuine excitement and organic interest around the carnivals on TikTok and Instagram, inspiring our target audience to participate in the carnival, share their experiences on social media and tag the event brand. By engaging with our target audience on a personal level, we were able to increase our reach and create a memorable and shareable experience for everyone involved.

Phase 4:
Content Production &
Amplification

As part of our social media effort to create excitement and boost engagement, we came up with fun ideas like giveaways and guerilla activities that sparked conversation and sharing on social platforms. These tactics helped us connect with our audience, making the experience of interacting with our brand truly unforgettable.

Featured Work

Watch on TikTok

Watch on TikTok

Our Impact

Our strategic integrated marketing approach and creative guerrilla activities have led to a successful increase in foot traffic and ticket sales for The Show Master. The candid and authentic TikTok content has also improved the brand's image, connecting them with audiences across various target segments.
We supported The Show Master in building their social media presence from the ground up and implemented tactical strategies that effectively expanded their reach and created a substantial audience pool for future initiatives.

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

Employer Branding for Singapore Post

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