Collective Work – Daniel Koh
(Completed during Daniel’s tenure at Tribal DDB, Singapore)
ION Orchard – 1st Anniversary: Tweet For The Sky
Positioned as a brand of prestige and luxury, ION Orchard attracts affluent cosmopolitan Singaporeans and tourists. To celebrate their 1st anniversary with a big bang, events/activities were organized over the span of 2 weeks. This coincided with the opening of ION Sky (Singapore’s first observation deck in Orchard Road); where the consumer can be the first to admire the breathtaking, unobstructed panoramic 360 view of Singapore.
So how did we bring this celebratory mood and excitement to the online space using social media? We used Twitter as a communication platform to create online chatter, extending the anniversary campaign experience to the digital space, establishing presence in the new media. All users have to do is to tweet and hashtag ‘#iloveIONOrchard‘ and the maximum number of re-tweets compiled at the end of each day stands a chance to win daily vouchers, VIP Post-Show dinner and cocktails invitations and the opportunity to meet and greet with the international celebrity/models.
We were able to sustain media awareness and interest of ION Orchard regionally and internationally and attract footfalls and create awareness of the offerings in the mall itself with double of fans/followers/visitors to ION FB/Twitter/Website. There was also a50% increase in FB & Twitter engagement/interactions (e.g. likes, comments, retweets). We were also to gather information details of fans for future forms of communication and also raise awareness of ION Sky.