ASIA-PACIFIC – SINGAPORE, JUNE 2011 – Euro RSCG Singapore and convenience store chain Cheers have launched a new integrated campaign that utilizes social media platforms, ATL executions and POS promotions aimed at converting young Singaporeans into regular customers and drive loyalty to the chain, through a quirky, fun and edgy plush toy collection that is widely popular in Europe and Japan – Skelanimals.
Christina Lim, Director, Brand & Marketing, NTUC FairPrice said, “Young Singaporeans are mobile and social in every sense of the word, so to drive engagement with this highly involved audience, the campaign taps a wide range of social media as part of the integrated mix.”
Riding on the popularity of Skelanimals, Cheers was the first to introduce these iconic plush toys to the Singapore market earlier this year in May and has gained much success since.
The campaign, “Skelanimals Adoption”, kicked off with a pre-launch announcement and daily posts on the Cheers Facebook page, and viral videos about creepy graves found in Singapore seeded into selected online forums to create buzz.
Following the launch, other social media executions include Facebook contests, a microsite where collectors can learn more about and swap the cuddly Skelanimal creatures, and check-in specials on Foursquare, where people near or in a Cheers store are invited to take part in the promotion and adopt a Skelanimal. Online and ATL executions across print and OOH drive mainstream awareness and in-store point of sale executions serve as a reminder to collect the Skelanimals and, ultimately, drive repeat traffic to Cheers stores.
Lim added, “By themselves, collectibles are not a compelling reason for Singaporeans to repeatedly visit a convenience store chain like Cheers, but we hope that with the right mix of on and offline channels to drive engagement, young Singaporeans will come back again and again.”
