Instagram

8 ways to enjoy Strongbow

Teach people how to drink and enjoy Strongbow in creative and new ways
Posts will be tagged with hashtags like #StrongbowStrongBonds &
#BetterWith________.
2 new ways to drink Strongbow will be updated every week.

Posts will also be shared on Facebook.

62% of millennials feel that online

content drives their loyalty to a brand
(NewsCred)
Instagram
Generate recall
#ThrowbackThursday
Prolong the lifespan of the campaign
Pictures taken during the Battle with Company event in May and June will
be posted
Connects with fans of Strongbow

Posts shared on Facebook as well.

YouTube
Expansion to YouTube
TVC that is shown on Channel 8 and Channel 5 will also be uploaded on
YouTube
YouTube ad release one month apart from the TVC
 Direct mailers

Print Posters, Advertisements

Magazines
Direct mailers
Direct mailer will be about 8 Ways to Drink Strongbow

A platform that is intrusive, people will see it

Attached with post-its

Bottle-cap shaped

Increases life span of the campaign

1st Week of July

Direct Mailer Design
Posters / Advertisement
Will be placed at bus stops around town, Orchard Road

Raise awareness of the brand with the general public

Introduce our campaign

Posters will be up in July

 Posters
Advertisements
 8 Days, Magazine of the Year (cr: Todayonline, 2013)
HerWorld, Top 3 Women Magazines in Singapore
Readership: 121, 000
Readership: 169, 000 48% of readers are 15-34 years old
45% of readers are 20-39 years old Frequency: Weekly Circulation: 75, 000 copies
67% of them agrees that advertisements is the way to Once every 2 weeks in a month (alternate
learn about new products
(cr: Nielsen Media Index 2012)
Frequency: Monthly
2 Months
Mens Health, No. 1 Mens Magazine in Singapore
(cr: SPH Readership Survey 2009)

Readership: 75, 000

Median age of readers: 31

Magazines -
9/10 readers find advertisements useful when making purchase decisions
Frequency: Monthly

Full Page Ad 2 Months

(cr: SPH Readership Survey 2009)

 Strongbow, better with
Television company
Television Commercial
15 seconds TVC that shows Strongbow, Better with Company
Two TVCs
Two different concepts
Friends
Animals
Both are tied to Better with Company

Channel 8 (Nielsen Media Index 2014) Channel 5 (Nielsen Media Index 2014)

57% viewership, highest amongst Highest percentage of daily views

all channels by those aged 15 to 29
TVC1
TVC 2