MEDIA PROPOSAL Campaign: THE SG CARIBBEAN CITY ..............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
MEDIA PROPOSAL Campaign: THE SG CARIBBEAN CITY OBJECTIVE BUILD GALLERIA AWARENESS COLLECT POTENTIAL DATABASE TARGET AUDIENCE Age: 35+, Nationality: Vietnamese, Expats Class: A+ Location: HCM, HN Who are need to buy a house for living and investing WHO WANT TO BUY A HOUSE WE TARGET WHO ARE OFFICER BY JOB TITLE Source: DI Online Survey – Real Estate 2015 WHERE THEY ARE ONLINE Source: Comscore Report – Work and Home 2015 WHAT THEY DO ONLINE Source: Digital Landscape 2015 HOW WE APPROACH THEM WE BUILD UP GALLERIA IMAGE WITH CARIBBEAN LIFE ONLY IN SG WHERE HAVE A FRESH AIR, SAFE AND LUXURY STYLE LIVING SPACE COMMUNICATION APPROACH WE CREATE A MESSAGE “THE SG CARIBBEAN CITY” TO COMMUNICATE ONLINE CONSUMER CREATIVE APPROACH WE OFFER ONLINE CONSUMER A NEW VISION OF FRESH AIR CITY, VIA DIGITAL WEBSITE CREATIVE IDEA Galleria Web Provide By Kien A FORUM CONENT ANGLE SEEDING 1.WHAT IS CARIBBEAN LIFE? THE SG CARIBBEAN CITY 2.DO SG NEED CARIBBEAN LIFE SPACE? 3.WHERE IS GALLERIA? FB FANPAGE HOW TO USE AD OBJECTIVE • Increase engagement to fanpage • Provide The SG Caribbean City info TARGET • 35+ • Location: HCM, HN • Language: Vietnamese, English, Japanese, etc • Interest: Real Estate • Who using Luxury Phone, Luxury Goods FB AD – PAGE POST AD HOW TO USE AD OBJECTIVE • Increase brand impression • Increase engagement to fanpage TARGET • 35+ • Location: HCM, HN • Language: Vietnamese, English, Japanese, etc • Interest: Real Estate LEAD TO ATTENTION HOW TO APPROACH Target who are visit to Online news by Booking CPD banner on cafef.vn, vneconomy.vn Target who are search Real Estate keywords on Google Paid Search - SEM Target who are play FB Job title >Manager by Facebook Ad Target who are using Gmail with job title >Manager by GSP Target who are go to travel/business at Airport, 2-5 Star Hotels, Burger King, Trung Nguyen Cafe buy Wifi Ad CPD HOW TO USE AD OBJECTIVE • Increase brand impression • Increase traffic to microsite TARGET • 35+ who are reading business news in HCM • For Vietnamese: Vneconomy, Cafef • For Expats: Vnexpress english, Dantri english, Vietnam news SEM HOW TO USE AD OBJECTIVE • Increase traffic to microsite • Mobile Search-Click To Call TARGET • • • • Who search for luxury real estate Language: Vietnamese, English Country: Vietnam Device: Desktop/Mobile Search FB AD – CLICK TO WEB HOW TO USE AD OBJECTIVE • Increase brand impression • Increase traffic to microsite TARGET • 35+ • Location: HCM, HN • Language: Vietnamese, English, Japanese, etc • Job title: >Manager (50,000) FB LOCAL WARENESS AD – N/A NEED TO TEST HOW TO USE AD OBJECTIVE • Increase brand impression • Increase traffic to microsite TARGET • 35+ • Location: HCM, HN • Language: Vietnamese, English, Japanese, etc • Job title: >Manager (50,000) GSP HOW TO USE AD OBJECTIVE • Increase brand impression • Increase traffic to microsite TARGET • 35+ • Location: Vietnam • Language: Vietnamese, English, Japanese, etc • Title Targeting: > Manager WIFI AD HOW TO USE AD OBJECTIVE • Increase brand impression • Increase traffic to microsite TARGET • Who are visited Airport: Tan Son Nhat, Noi Bai • Who visited luxury place: 2-5 Star Hotels, Trung Nguyen Café, Burger King CONTACT USER LEAVE INFO CAMPAIGN TIMELINE WEEKS PR+ VIRAL Caribbean Life FORUM Talking About It Lead To Fanpage FANPAGE Provide The SG Caribbean City Benefits MEDIA 1st Week CPD, 1st – 4th Weeks SEM+FB Ad+GSP, 3nd – 4th Weeks Wifi Ad BUDGET SCOPE OF WORK SERVICE WEB PRODUCTION WEBSITE + BANNER DIGITAL MEDIA FOCUS MEDIA STRATEGY EST COST SEM FB Ads GDN Mobile Ad TOTAL (NOT INCLUDE VAT) 33 KPI • Impression: •Clicks: •Visit: •Database: THANK YOU 35 ... Survey – Real Estate 2015 WHERE THEY ARE ONLINE Source: Comscore Report – Work and Home 2015 WHAT THEY DO ONLINE Source: Digital Landscape 2015 HOW WE APPROACH THEM WE BUILD UP GALLERIA IMAGE WITH... CITY, VIA DIGITAL WEBSITE CREATIVE IDEA Galleria Web Provide By Kien A COMMUNICATION FRAMEWORK AWARENESS LIKEABLITY ATTENTION OBJECTIVE Caribbean Awareness The SG Caribbean City Lead to Galleria. .. environment Raise likeability For SG Caribbean City Lead Online Consumer to Galleria Web MATERIAL Online PR Galleria Fan Page Galleria Microsite Drive for impression Drive for views Drive for Engagement