Beruflich Dokumente
Kultur Dokumente
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Objectives
To convey the
message to TA that
Desperados is more
than a beer
(Spirit Beer)
Build Facebook
(18,000 20,000
fans) by Dec 2015
To create a fun,
new and exclusive
personality
associated
to the beer
To encourage
brand switching
amongst target
audience
Competitors
Hoegaarden
Since 1445, Belgium
8 Different Types of
Beer
Carlsberg
Since 1904, Denmark
Praised to be the Prime of Premium
within European lagers
Kronenbourg
Since 1664, France
A 5.0% Pale Lager
Tiger
Since 1932, Singapore
First Local Beer
5% ABV Bottled Lager
Somersby Cider
Since 2008, Denmark
5 Different Types of Flavoured Ciders
Mixture of 45% Beer & 55% Apple
Flavoured Drink
Swot Analysis
Strengths
Opportunity
Weakness
Threats
Target Audience
Who are they?
Zouk (50.7%)
F Club (22.8%)
Attica (17.8%)
Friends/Socialize
Relieve Stress
Music & Atmosphere
Club Frequency:
62% Aged 20 to 25
34.7% Aged 16 to 19
2.7% Aged 31 and Above
0.7% 26 to 30
Atmosphere Preference:
Drinking Frequency:
Willingness to Spend:
25.3% Monthly
24.7% Weekly
24% Every Other Week
17.3% Only on Special Occasions
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DEMOGRAPHICS
Aged 18 to 24
Of all Races & Religion
A mixture of Students and Working Adults
Are mostly Financially Dependent
PSYCHOGRAPHICS
Feels the need to let loose
Would often hang out with friends for
the Company & Atmosphere
Have an open mind to Alcohol & Partying
Majority of information obtained by them
are from Social Media
Consumes a mix of Traditional & New Media
Technologically Savvy
Are heavy users of the Internet
Big Idea
Live By Your Own Rules
Atmosphere Preference:
#DesperadosTakeover15
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Waitresses as cheerleaders
Bartenders as nerds
BEER PONG
TWENTY ONE
desperados cookies
Red popcorn
Why?
To increase Desperados SG
Pre
Publicity
Social
Media - Social Media
Why?
To raise awareness of our event and Desperados
To also use the video as a pre-publicity material
Note:
The same will be done
at Clarke Quay so that
we can spread the
word to more people
Lightsticks
BEER BOTTLE
SHAPED MIRROR
LIVE BY
YOUR
OWN
RULES
5 types of costume mask
Post Publicity
Social Media
Post Publicity
#DesperadosTakeover15Takeover
Release social media blurbs about how Desperados took over Canvas this year and
will taking over another venue next year
Get followers to start voting for what location and theme they would like next year
Send out pictures we have taken to those who attended (via email), let them know
the pictures are on our Facebook if they would like to get them
Post Publicity
Media Coverage
First HAlloween Frat Party with the Biggest names in Sg nightlife scene
The New Paper,
Entertainment
TimeOut Singapore
Juice
30.000 circulation
3rd Youth Magazine of the Year
Were not here to fit in, we are
here to stand out
Key topic: Fashion, clubs, tech
and beauty
Sponsorship
Canvas to sponsor their venue
Why?
Revenue Canvas would get revenue since we are going to fill up their space with people.
Media mentions Since we are inviting influencers to the event, there is a high chance that
their club would be mentioned online.
Coverage A high coverage will be achieved since the age group we are inviting is active on
social media (posts on FB, Twitter & Instagram) on top of the coverage from the media.
Budget
Item
Details
Price
(Predix Production)
Manpower - $3,000
Food
$3,000
Goodie Bag
Tote Bag
Shirt
Rubber Mask
Personal Mirror
Sunglasses
Lightsticks
$8,000
$2000
Budget
Item
Details
Price
Photobooth
Location
Rental
$10,000
<$1000
Publicity
Decoration
Printing Collaterals
Local Influencers
$2000
(Sponsorship of venue from Canvas)
Total: $44,000
DesperadosxCanvas
Party 2015
Oct 31
next event
Conclusion
Pre-Publicity
We want to get as many people involved and talking about our event - building hype in common areas such as Holland Village
and Clarke Quay can help.
Since videos seem to be effective tool to spread the word, we would like to utilise that to gain as much coverage as possible.
During Event
With our games and theme, we feel we achieve the aim of making it a fun and youthful party for the targeted age-group to
enjoy.
Our small party incentives (i.e. goodie bags, free drinks) allow us to be more likeable and attractive as a brand.
Post-Publicity
Following-up with our attendees shows them that we care that every one of them came, building relations with potential loyal
customers.
We are building the brand with individuals which will help instil the brand into customers not just now, but in the long-run.
Post-Evaluation
Since this is going to be a yearly event, we would need to know how to excite our customers and make them want to come back
- therefore feedback will be useful.
Find out how to improve for the following years event.
Thank You