This document contains a campaign proposal for an experiential company called Unexpected. It includes research on the target market of overworked Singaporeans aged 30-40, a campaign strategy with teaser and launch phases, visuals for various advertising placements, and a budget and ROI projection. The campaign aims to get people to expect the unexpected in their lives by signing up for Unexpected's unique day-long experiences. It is estimated the campaign will break even by selling 3000 packages.

1. CAMPAIGN
proposal

2. MAD Project for MAD School
Mentor: Patrick Song
© Jolynn Tan 2015

3. WHA
T’S
INS
IDE
CAMPAIGN RESEARCH
4 Company Overview
5 Services
6 Target Market
CAMPAIGN STRATEGY
7 Campaign Overview
8 Campaign Message
9 Campaign Schedule
20 Campaign Budget
21 Campaign ROI
CAMPAIGN VISUALS
10 Campaign Teaser
13 Campaign Launch
14 PR Event
16 Radio Ad
17 Advertisement Mockups

4. COM
PANY
OVER
VIEW
Mission
Extraordinary life experiences
Vision
To foster a love of surprises and the unexpected especially in
the lives of workaholics.
Core Values
Unique - We choose to be different
Convenient - We make your life easier
Personalised - We give you exactly what you want
USP
You never know what will happen next!
Tagline
Expect the extraordinay
Personality
Brand Archetype - Outlaw
Adjectives - different, rule-breaker, revolutionary
4
CAMPAIGNRESEARCH

5. SER
VICE
S
Basic Edition
This is a full day activity package that customers take part
with along with about 8 others. They can choose from 3 dif-
ferent categories beforehand:
ADVENTURE
unusual sports and physically demanding experiences
PAMPER
unusual beauty treatments and relaxing experiences
DISCOVER
unusual skills, hobbies and learning experiences
Other than that, they do not have any idea what is in store
until the actual day! The unexpected experiences come both
from the actual activities planned and also from the little
surprises that Unexpected staff will plan throughout the day.
Bespoke Edition
This is similar to the Basic Edition except that the customer
embarks on the Unexpected day alone and the whole day
is planned specifically around his/her preferences and re-
quirements.
Couple Edition
This is similar to the Bespoke Edition except that it is special-
ly for couples in mind. This will appeal to people looking for
something to do for valentine’s day, anniversaries or just to
surprise their other half.
5
CAMPAIGNRESEARCH

6. TAR
GET
MAR
KET
Overview
PMET, white-collar workers of middle to high income be-
tween the ages of 30 and 40. They are workaholics and are
discerning in taste.
Their Concerns
LONG WORK HOURS
A study done by the Groningen Growth and Development
Centre has shown Singaporeans work some of the longest
hours in the world’s most developed countries. According to
statistics published on the Federal Reserve Economic Data
(FRED) website, Singaporeans worked an average of 2,287
hours in 2011.
NOT HAPPY AT WORKPLACE
A recent national happiness workplace survey by the Singa-
pore Human Resources Institute and consulting firm Align
Group found that Singaporeans scored 59 out of 100 on
the overall workplace happiness index. The score falls within
the band of ‘Under Happy’ (51 to 67) which is between ‘Un-
happy’ (0 to 50) and ‘Happy’ (68 to 100).
TRAVELLING TAKES TOO MUCH ENERGY
Hotels in Singapore report an uptrend for staycations as Sin-
gaporeans choose to spend time doing something different
without having to travel overseas.
SINGAPORE IS BORING
A common perception that Singaporeans have is that there
is nothing to do in the country. Most people simply frequent
shopping malls and don’t take time to explore the other
things Singapore has to offer.
6
CAMPAIGNRESEARCH

7. Why?
Because an Unexpected experience will change your
expectations of life and help you see things from a new
perspective.
How?
By telling the story of expectations and what it would be like
to expect the unexpected in life.
What?
Unexpected is the only company that can plan for you
unique experiences that are full of discoveries.
When?
Teaser ads beginning in mid October leading up to the
launch in November just in time for the holiday period.
CAMP
AIGN
OVER
VIEW
7
CAMPAIGNSTRATEGY

8. CAMP
AIGN
MES
SAGE
TAGLINE
“Expect the Unexpected.”
To expect the unexpected is to know that anything can hap-
pen and it probably will. The tagline encourages the viewer
to imagine what might happen and keep them guessing.
TEASER
“I don’t like surprises are my favourite”,
“I’m not for adventure is my middle name”,
“Nothing ever happens to me the possibilities are endless”.
The teaser campaign makes use of 3 sets of phrases that
someone might say such as “I don’t like surprises...”. The dif-
ference is that the sentence goes on to contradict itself: “...
are my favourite”. This unusual wording should catch the
attention of viewers who might wonder if they are reading
correctly.
Hopefully on reading the copy again, the viewer will realise
that this change of mind from disliking the unexpected to
loving it is exactly the goal of our company.
LAUNCH
“Expect Surprises”, “Expect Adventure” ,
“Expect Endless Possibilities”.
The launch campaign tells viewers 3 different things that
they can expect with Unexpected. The detailed copy tells
viewers the higher order benefits that an Unexpected expe-
rience can give to them.
Goal: likes on
Facebook
Goal: visits to
website
8
CAMPAIGNSTRATEGY

9. CAMP
AIGN
SCHE
DULE
Her World Magazine AdHer World Magazine Ad
The New
Paper Ad
The New
Paper Ad
The New
Paper Ad
TEASER
Brand
monitoring
Evaluate cam-
paign ROI
Airport Billboard
The Arcade Billboard
Taxi Ads
MRT Window Stickers
Facebook Contests
MRT Window Stickers
PR
Event
Radio Ad
2015 Oct wk 3 Oct wk 4 Nov wk 1 Nov wk 3Nov wk 2 Nov wk 4 Dec 2015
LAUNCH
EXPECT
THE
UNEXPECTED
COMING NOVEMBER 2015
9
CAMPAIGNSTRATEGY

10. CAMP
AIGN
TEA
SER
Her World Mag
Her World magazine is the best-read women’s magazine
in Singapore, with a readership of 203,000, based on the
Nielsen Media Index 2011. 42% of readers come from
households with income between $6,000-$10,000.
Airport Billboard
Airport advertising targets higher net worth individuals and
frequent travellers. Due to the high traffic of travellers and
especially business executives this will reach out to a wide
audience.
The Arcade
The Arcade is located at Raffles Place, one of the most busy
office districts in Singapore. There is highly concentrated
traffic of white collar office workers in the area.
MRT WindowvWith over 2 mil-
lion daily commuters and a large part of that number being
people travelling to work, MRT advertising is a good way to
reach out to the target market.
Facebook Contest
The goal of the teaser campaign is to instroduce the idea
of Unexpected to consumers and get them excited about
something that is going to make their lives better.

11. Billboard at The Arcade (Raffles Place)
One Page Ad in Her World Magazine
Billboard at Changi Airport
11
CAMPAIGNVISUALS

12. MRT Window Stickers
MRT Window Stickers (Chinese)
Facebook Contest
12
CAMPAIGNVISUALS

13. PR Event
Two weeks after the teaser campaign, a PR event will be used
to launch the Unexpected campaign. Since Unexpected of-
fers a service and not a product, a PR event will communi-
cate better what the company offers. In a way, this PR event is
a soft launch to all that Unexpected offers. The PR event will
be by invitation only with guests being members of the me-
dia and influential bloggers. The event will be recorded on
video and a montage will later be put together and posted
on Youtube to further promote Unexpected.
Gold 90.5 FM
Gold 90.5FM plays “Classic Hits All Day” spanning the 60s
to the 90s. It caters to listeners aged 35 years and above and
showcases many lifestyle segments to those who appreciate
the finer things in life.
The New Paper
The New Paper is the second most read English newspaper in
Singapore. It is read by 336,000 young people daily out of
which 161,000 are white-collar workers under the age of 40.
Taxis
967,000 people commute via taxi daily and 50% of them
have university or postgraduate qualifications. Taxis travel
whereever people congregate, offering high brand expo-
sure to consumers.
CAMP
AIGN
LAU
NCH

14. PR
EVE
NT
Why?
Toinfusemembersofthemediawithanaccurateideaofwhat
Unexpected offers so that they can pass that information on
to members of the public.
How?
An event that is unexpected in every way. Other than a me-
dia invitation detailing the day and time of the event, other
information will only be released slowly via coded messag-
es. The location, activities and food will all be appropriately
unexpected. Everything will be unusual and extraordinary.
Where?
An underground carpark of a small shopping mall will be
transformed into a cool party space.

15. Who?
Around 100 members of
the media and media per-
sonalities who influence
consumer’s lifestyle deci-
sions. Which include...
MEDIA OUTLETS
Cosmopolitan, Female,
Bazaar, Her World, Straits
Times, The New Paper, To-
day, Men’s Health, Esquire
BLOGGERS
• Brad Lau (ladyironchef)
• Dr Leslie Tay (ieatishootipost)
• Yina Goh (thevelvetdolls)
• Peggy Chang (sixpegs)
MEDIA PERSONALITIES
• Jean Danker (Class 95FM)
• VernettaLopez(Gold90.5FM)
• Jaime Yeo (Actress)
• Glenn Ong (Class 95FM)
• Joanne Peh (Actress)
• Elvin Ng (Actor)
Media Invitation
15
CAMPAIGNVISUALS

16. RA
DIO
AD SFX: alarm clock rings
VO: John crawled out of bed
SFX: stretching sounds
VO: ate breakfast
SFX: chewing sounds
VO: went to work
SFX: background noise
VO: attended some project meetings
SFX: sound of people discussing
VO: and soon the day was over and
it was time to return home
SFX: relaxed sigh
VO: What an expected day, what a boring day!
Time to expect the unexpected and book an
UnExpected experience with us today! You can
expect a day full of surprises and adventure. For
more information, visit Unexpected.com.sg today.
Title: Expect the Unexpected
Station: Gold 90.5FM
Duration: 45 seconds
Words: 66
16
CAMPAIGNVISUALS

17. One page ad in Her World magazine
MRT Window Stickers (Chinese)
MRT Window Stickers
17
CAMPAIGNVISUALS

18. Ad in The New Paper
Ad in The New Paper
Ad in The New Paper

19. Taxi Advertising
Taxi Advertising (other side)
19
CAMPAIGNVISUALS

20. CAMP
AIGN
BUD
GETMedia Buy Description Qty Unit Price Cost
The New Paper Ad Full Colour Bottom Front Page Ad 3 $6,960.00 $20,880.00
Airport Billboard
(JCDecaux)
OOH Billboard Full Colour Ad 1 $25,000.00 $25,000.00
Production Costs 1 $5,000.00 $5,000.00
$30,000.00
Taxi Ads
(Moove Media)
Fully Painted Taxi + Production ($500 per taxi, per
4 weeks - min. 50 taxis)
50 $500.00 $25,000.00
Her World Mag Ad Full Page Ad 2 $4,633.00 $9,266.00
The Arcade Billboard OOH Billboard Full Colour Ad 1 $20,000.00 $20,000.00
Production Costs 1 $5,000.00 $5,000.00
$25,000.00
MRT Window
(SMRT Media)
Main Line Window Ads + Production ($5,500 per
week, per train)
6 $5,500.00 $33,000.00
Gold 90.5FM Radio Morning Time Spot, 45sec Ad 20 $435.00 $8,700.00
Social Media Facebook Ads + Page Maintenance 1 $15,000.00 $15,000.00
Online Ads Google AdWords + Website Maintenance 1 $15,000.00 $10,000.00
PR Event Location Rental 1 $6,000.00 $6,000.00
Freebies + Giveaways 100 $10.00 $1,000.00
Food + Drinks 100 $20.00 $2,000.00
Set up, Entertainment Costs (DJ, Activities etc.) 1 $15,000.00 $15,000.00
Photography + Videography 1 $5,000.00 $5,000.00
$29,000.00
Agency Fee Concept + Copywriting + Graphic Design 1 $40,000.00 $40,000.00
TOTAL EXPENDITURE $245,846.00
20
CAMPAIGNSTRATEGY

21. CON
CLUS
ION
ROI
The success of this advertisement campaign can be
ascertained by several methods:
• Facebook page likes generated (teaser effectiveness)
• Tracking of visits to website (launch effectiveness)
• Sales of Unexpected packages
• Brand recognition surveys
See the table below for a projected ROI based on projected
sales figures. Calculations are based on: profit margin
($80 per purchase) - advertising cost / advertising cost.
Conversion rates are estimated.
UnExpected needs to sell approximately 3000 packages
for this advertising campaign to break-even.
Media Buy
People
Reached
Conversion
Rate
People that
purchase
Projected Sales
/ Advertising
Cost
ROI (%)
The New Paper
Ad
336,000 0.0005 168 $13,440.00 0.931 93%
Airport
Billboard
(JCDecaux)
339,452 0.002 679 $54,312.33 0.810 81%
Taxi Ads
(Moove Media)
? ? ? ? ?
Her World Mag
Ad
203,000 0.0005 101.5 $8,120.00 0.753 75%
The Arcade
Billboard
360,000 0.002 720 $57,600.00 1.304 130%
MRT Window
(SMRT Media)
61,578 0.002 123 $9,852.41 0.791 79%

22. BIB
LIO
GRA
PHY
Target Market Research:
http://news.asiaone.com/news/business/sporeans-work-longest-hours-world
http://www.todayonline.com/singapore/employees-singapore-are-under-happy-workplace-happiness-survey
http://sbr.com.sg/hr-education/news/singaporeans-spend-more-10-hours-work-outside-normal-hours
Campaign Rationale:
https://www.psychologytoday.com/blog/can-money-buy-happiness-money-and-need-satisfaction
http://abcnews.go.com/Health/story?id=116829
https://blog.bufferapp.com/headline-strategies-psychology
Media Planning:
http://www.smrtmedia.com.sg/Portals/2/PDF/SMRTMediaRateBook19Sep2014.pdf
http://www.jcdecaux.com.sg/wp-content/uploads/2014/04/Terminal-Factsheet_7.4.14.pdf
http://www.diseno.com.sg/wp-content/uploads/2012/pdf/sphmag/lifestyle/Her_World_Rate_Card_2012.pdf
http://www.moovemedia.com.sg/wp-content/uploads/2015/01/ratebook-6-Jan.pdf
http://www.sph.com.sg/system/misc/ratebook/2014/Oct/TNP_Oct2014.pdf
ROI Calculation:
http://www.earlybirdstrategy.com/how-to-calculate-roi/