Name: Nur Elfira

Age: 23
Status: Single
Location: Singapore, Bukit Batok
Occupation: Part Time Retail assistant, Part Time Uni Student
Meet Hobbies: Hanging out with friends, cafe hopping, shopping
Personality: Vain but a softie
Elfira
Lifestyle: Hectic
Reads: Online articles , Social Media
Likes: Pop music, viral videos, food and shopping
#MyNationalSuperMan
HomeTeamNS wants everyone to show their
support and appreciation for the NSmen in
their lives.
 SMART OBJECTIVE
“To increase awareness of HomeTeamNS Bukit Batok
clubhouse among millennials age 17 to 37 by increasing
the average number of likes and shares per post on its
social media pages through a one-month social media
campaign by the end of 14 August 2017.”
 Name: Derrick Tan
Age:30
Status: Married
Meet Location: Singapore, Bukit Batok
Derrick Occupation: Full time Officer at NPC
Hobbies: Enjoys keeping fit, spending time with loved ones and trying
new things
Personality: Adventurous
Lifestyle: Hectic due to career
Reads: Facebook articles, Huffington Posts, Straits Times
Likes: Marathons , gym, relaxing, reading, surfing the internet with his laptop
#MyNationalSuperMan
HomeTeamNS wants everyone to show their
support and appreciation for the NSmen in
their lives.
 #MyNSMan
Aims to show appreciation, incorporating the
celebration of NS50, to our everyday superheroes and
they are not what we thought them out to be

About WHAT WHY

Have people tell their “Deepening the bond among
perspective of their NS. Home Team NSmen, and
man. Providing them a celebrating their contributions to
platform to express keeping Singapore safe and
gratitude towards their secure.”
loved ones and creates a - Mission
sense of belonging for
NSmen
 User generated Content
Encourage followers to
post about their favorite
‘National Superman’ to
stand a chance to win
How giveaways every week.

Followers will have to tag

their friends and National
Superman and use the
hashtag #MyNSMan in
their posts.
Weekly giveaways will be given to the person
with the most interesting / touching posts for
the week.
At the end of campaign, post with the most
likes will win the big prize.
 In order to win, participants will have to be
creative with their posts. The interesting post
with the most likes and shares by 7 Aug will win
the big prize.

Each week, there will be random giveaways of

PRIZES tickets and vouchers to the posts with the most
interesting story, each week.

Big prize; GoPro Hero 5

$50 HomeTeamNS voucher

A pair of Cathay Movie tickets
Pre Publicity 1 Concept: Show a mother buying food -→ reminded her of her NS son →
videos called and had no answer → thinks her son is in danger
Features - Food available at HTNSBB:

2 Concept: WIfe playing laser tag and was reminded of her SPF husband→
called him but got rejected → think he was cheating on her
Features - Laser Tag at HTNSBB

3 Concept: Children playing with friends, reminded of their fathers →

thinks of “what superhero my father is” as he never has time for him
Features - T-Play at HTNSBB

4 Concept (the twist/reveal): Our Everyday Hero

A day of the SCDF/SPF officers doing their job
Mock-up
Video
 WEEK 1 WEEK 2 WEEK 3 WEEK 4
TIMELINE 17/07 - 23/07 24/07 - 30/07 31/07 - 06/08 07/08 - 14/08

Feature 1 Concept: Wife Concept: Children Concept (the

Concept: Show a playing laser tag and playing with friends, twist/reveal): Our
mother buying food was reminded of her reminded of their Everyday Hero
→ reminded her of SPF boyfriend → fathers → thinks of A day of the
her NS son → called called him but got “what superhero my SCDF/SPF officers
and had no answer rejected → think he father is” as he never doing their job
→ thinks her son is was cheating on her has time for him
in danger Features - Laser Tag Features - T-Play at
Interview
at HTNSBB HTNSBB HomeTeamNS to
Features - Food
available at HTNSBB: express their
gratitude for NSMen

2 Cathay Movie 2 Cathay Movie 2 Cathay Movie GoPRo Hero 5

Tickets + Tickets + Tickets +
 Object Quantity Price SUBTOTAL

GoPro Hero 5 Black 1 1x$640 $640

BUDGET Cathay Tickets 6 6x$12.50 $75

HTNSBB Vouchers 3 3x$50 $150

Grand Total: $865

**Prizes for contest
 Media Channel Method of evaluation Measurement

Facebook Facebook Analytics ● Sentiments

Evaluation ● Like, shares,
comments
● Engagement
● Followers
● Hashtag usage
● Mentions
● Number of people
tagged in one post
THANKS!
Any questions?
Insights

What we’ve found out about them?

- Prefers videos over text

- Loves emotional content
- Will only share posts he relates to
- Motivated to take action if prizes are
attractive
- Spend a lot of time on mobile phones
 According to a study conducted by
global research consultancy TNS,
millennials spend an average of one
Millennials day a week, or 3.4 hours per day, on
spend 3.4 their mobile phones.
hours daily
on mobile
phones
 According to digital marketing agency, Hashmeta,
Facebook is the most popular social media platform in
Singapore, with 3.8 millions registered users.

Facebook is
top social
media
network in
Singapore
with 3.8
millions
registered
users
Case Study:
HomeTeamNS
 Special thanks to all the people who
made and released these awesome
resources for free:
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Strengths: Weaknesses:

● Provides family friendly facilities, ● Maintenance of certain facilities are

which caters to a huge group of not kept properly
audience (from young children to ● Weak social media presence = hard
working professionals) for millennials to notice its presence
Exclusive facilities (Laser quest, and services
T-Play)
● Clubhouse is situated in the
neighbourhood

Opportunities: Threats:

● Upcoming events (National Day) ● SAFRA provides cheaper and wider

● NS50 range of facilities
● Members of public are not aware of
the services and benefits. There are
misconceptions that only members
are allowed to use the facilities.
● Shopping malls and condominiums
 Content
1. What you see / what we see
(show wordplay)
2. Our big idea and about the
movement
INSTRUCTIONS 3. Smart objectives
4. TA analysis
FOR USE 5. Consumer insights consumer
profile
6. Specific explanation of the
movement and what they need
to do to win
7. The prizes
8. Publicity videos
9. Timeline
10. Budget
11. Conclusion
***HIGHLIGHT WHEN
COMPLETED
 Target Audience Geographic Segmentation: General residents
living in Singapore, especially Western
Singapore, near Bukit Batok
Millennials Demographic Segmentation:
● Age: 20s to 30s
● Both genders
● All races
TARGET
Psychographics:
AUDIENCE ● Tech-savvy
○ Use online media to gather
information like news
○ Active on social media platforms
● Family-oriented
● Enjoy expressing themselves
● Trendy
● Work-life balance
 Target Audience Behavioural:
● Hangs out friends on weekends
● Uses their smartphones to get news
● Uses social media to connect with
Millennials friends and families
● Short attention span
● Rarely reads newspaper

TARGET
AUDIENCE