TEAM 3Noor Valerie Don Wei Siti Shameera

Target Audience

• Females• 19-35• Sporty– Engage in outdoor activities 2-3 times a week

• Image-conscious

Communication Objectives

• To inform sporty females aged 19 to 35 years old about the USP of the Superblock

• To persuade sporty females aged 19 to 35 to buy the Superblock.

Key Message

• Prevent sun burns and skin aging while keeping it comfortable with the hydrating sun block you can barely feel.

All princesses deserve the best. With Sunplay’s revolutionary Solarex-3 Technology, you can treat yourself like the princess you are today. Prevent your

skin from sun burns, dehydration and wrinkles with the help of Sunplay Superblock’s 130 SPF, the highest in skincare protection.

Why Disney Princesses?• Well-known• Iconic• Timeless• Relatable to our target audience – Female 19-35• Chosen Princesses: Bears qualities that are

similar to qualities of those who do sports

MulanSkillful warrior

Tomboy, but still dolls herself up Goes through a lot of physical training

Gentle & Playful

Princess Jasmine

Adventurous, outgoing, brave

Setting: Middle East

Pretty, dolls herself up

Cheeky, fun

Snow White

Gentle, graceful Resilient

Playful and always outdoorsFun, well-loved

Protection from Skin Aging

Protection from Sunburn

Protection from DrynessPlayful, fun, outgoing

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Guerilla Marketing

Posters Social Media Advertisements

• Large screen commercials

Location: Bugis Junction and Orchard Isetan TV screens

Video advertisement

• In-stream • Before exercises

tutorials and sports-related videos

Video advertisement script

Microsoft Word Document

Print Advertisements

Print Advertisements

• Target Audience: Females aged 20-29• Young, fun-loving, spirited

• Readership: 101,000

Print Advertisements

• Target Audience: Females in their 20s-40s• Want to live an active life in

style• Readership: 52,000

PostersA series of posters catering to our different target audience.

Bus stops and MRT stations

• Central (Orchard & Somerset)• Sentosa beach (Sentosa beach tram, Tanjong

Beach, Pahlawan Beach, Siloso Beach)• East Coast Park

Taglines• Spin-off of famous songs/quotes from the

Disney movies

– Memorable– Relatable– Funny

“Let’s get down to business to defeat the Huns”“Let’s get down to business to defeat the sun”

Mock-ups

January - March

May - August

October - December

Guerilla Marketing• Disney Princesses paradePrincesses in their sports gears will be parading around three

areas in Singapore carrying a huge Sunplay Superblock.

Central (Stretch between Orchard and Somerset MRT)

Sentosa (Merlion Park, Tanjong Beach, Pahlawan Beach and Siloso Beach)

East Coast Park (Area A to D)

Dancers :

• Dressed as a Sunplay Super Block bottle

• Give out Sunplay Super Block samples to public

• Alternate weekends from January to March

• Peak hours hour (12pm, 3pm, 6pm)

Total = $252 658

Type Area Size Number Price Reasons

Poster Sentosa Tram Safety Doors

A3 4 $3 X 4 X $1500

Young and sporty beach lovers

Poster Orchard Road &East Coast parkBus stops

12-sheet (2.45m x 1.62m)

15 Approx.. $90 000

Large format backlit displays in the city to reach larger pool of potential customers.

Banners Orchard and Somerset MRT

1.5m X 0.5m

6 $1800 per month X 10

Centralized town area meeting our target audience

Projector screen

Orchard Lido building

3 months 3024 spots (30 sec)

$15 000 For motorists and passerby

Facebook ad Online 1 year $13 608

YouTube Ads Online 1 year $20 000

Guerrilla Marketing

Outdoor 3 months $40 000 Create hype

Magazine Ads

Inside Back Cover For CLEO and SHAPE

3 months $28 050

$242 658

Targeted to main target audience.

Schedule

January - March April - June July - September October - December

Posters, Youtube, Facebook

Large LCD Screens/Tram advertisementGuerrilla Marketing

Awareness Awareness& Educating

Educating &Building trust

Persuasion

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