THE PROPOSAL

CONTENT PAGE
I
II
III
IV
V
VI

the brief
the situation
our interpretation of the task
campaign strategy
logistics, timeline and budget
measurement & success

CAMPAIGN PURPOSE
EDUCATE
ENGAGE

PROMOTE

raise awareness of existence of mens department

at centrepoint and what it has to offer
get people interested
encourage brand switching
and new pool of customers

CAMPIGN OBJECTIVES

To increase male customers to 25% (currently < 10% )

To meet campaign month sales target of $200k

TARGET AUDIENCE

TARGET AUDIENCE
MALE & FEMALE
35 45 YEARS OLD
GENERATION X
Value minded
Strive to achieve work-life balance
Individualistic / Independent
Ethically diverse
Traditional & New Media

SWOT
Strengths
4 outlets
Va l u e & Q u a l i t y
5 8 ye a rs a n d c o u n t i n g
5 p r iva t e l a b e l s

We a k n e s s
Branding
Lack of awareness
Customer service
M a ll u n d e rgo in g re n ova t io n s
Centrepoint

Opportunities
Layout of store
Staff service
Existing social media
Viral Marketing

Threats
Isetan
Ta n g s
OG
Robinsons
Speciality store

CONSUMER INSIGHT
Men look out for quality and value when buying clothes
because it represents their status and confidence
Men and women shop better with excellent staff service
as the service would help consumers attain their best looks
which is what they want to achieve

BIG IDEA

ITS TIME TO SUIT UP

SUMMARY OF EVENTS

Guerrilla Marketing:
Metro March

YouTube:
The NEXT Metro Men

Ads:
Metro Movement

METRO MARCH
Guerrilla Marketing:
Flashmob

Location
Raffles Place (Friday) + Orchard (Saturday)

C A M PA I G N I D E A # 1

THE NEXT METRO MAN

A YouTube series of 4 episodes, that shows the ordinary mans shopping journey in Metro.
For each week, the short previews of the episode will be rolled out as Pay-per-click ads where
after clicking on the ad, the viewer is directed to the actual episode.
The first 3 episodes will feature four different contestants every week. They will compete
against each other to become the Metro Man of the week.
The fourth episode will feature the past three winner to compete for the face of Metro.

C A M PA I G N I D E A # 2

THE NEXT METRO MAN: STORYBOARD

x EPISODE ONE

C A M PA I G N I D E A # 2

THE NEXT METRO MAN: STORYBOARD

C A M PA I G N I D E A # 2

THE NEXT METRO MAN: STORYBOARD

EP2: How well do
you know him?

C A M PA I G N I D E A # 2

EP3: Weird quirky item

EP4: The face off

THE NEXT METRO MAN: WINNER

C A M PA I G N I D E A # 2

*photo courtesy of Leo Chan on lookbook

THE NEXT METRO MAN: RUNNER-UP

C A M PA I G N I D E A # 2

*photo courtesy of Leo Chan on lookbook

METRO MOVEMENT

Online + Outdoor ads

C A M PA I G N I D E A # 3

METRO MOVEMENT: EVERYDAY MAN

C A M PA I G N I D E A # 3

METRO MOVEMENT: FACEBOOK

C A M PA I G N I D E A # 3

TIMELINE

TWO WEEKS PREP

Guerilla Marketing
Video will be up on
YouTube & Facebook
Facebook ads
WEEK
ONE
LAUNCH OF
CAMPAIGN
Facebooks ads
Recruitment for
flashmob
PPC* - PAY PER ADS

WEEK
TWO

YouTube
competition
Launch PPC* Ad
for The Next
Metro Man
Facebook ads
WEEK
THREE

WEEK
FOUR

Premiere of Metro
Man in ads

WEEK
FIVE

WEEK
SIX

YouTube competition
Launch PPC* Ad for The Next Metro Man
Facebook ads

WEEK
SEVEN

WEEK
EIGHT
Evaluation

BUDGET
Type
Metro Movement

Metro March

The Next Metro

Man
TOTAL:

Quantity

Cost

Total Cost

JCDecaux Lightbox advertising

F.I.T ad
Programmatic Advertising
Posters (20 each)

$1680 for posters

$18,500 Media booking rate + Production
cost
$6000 for all Social Media and + P.A

$26,180

35-50 men for the flashmob

4000 flyers

$15 for rehearsal + $20 on actual day =

$35
$300 for flyers

$2,050

Price for the winners

Filming production cost

$200 for the first 3 winners, $500 for

Metro man.
$3100 for filming

$4100

$32330

MEASUREMENT & SUCCESS

Survey
Assess the effectiness of the campaign by measuring:
1. Media mentions on social media
2. Increase in the number of views on all social media platforms
3. Awareness of Metro Centerpoint and the products and services they offer

Sale Figures
Increase in sales to hit the campaign sales target of $200K

Social Media Reach + Engagement

YouTube: Number of views
Facebook: Increase in Facebook likes and level of engagement

THANK YOU

KUMARAVEL / LISA YASMINE / HIDAYAH / SEBASTIAN / JACKHNG