PR Final

INTRODUCTION TO PUBLIC RELATIONS
PLANNING PROJECT REPORT
Tutorial Group: T209

Prepared by:
Leticia Sim S10170696G
Eunise Ng S10169980G
Primalia Pok S10170843G
Joanne Muk S10161891F
Nah Min Ning S10172472A
Content Page
1A) Executive Summary……………………………………………………………….………..Page 2
2.0) Research: Primary + Secondary……………….…………….……………….…………..Pages 2-4

2.1 Problem Identification/Statement & Target audience Pages 2-3
2.2 Goals Page 3
2.3 Specific Objectives Page 4
3.0 ) Strategy……………………………….……………………..………………...…...……..Pages 4-9

3.1 Message Page 4
3.2 Media Pages 4-6
3.3 Action Strategies Pages 7-9
4.0) Action Plan…………………………………..……………………………….……....…...Pages 9-14
5.0) Timeline/Implementation…..………..………………..……………………..…..……....Pages 14-16

5.1 Budget Pages 14-15
5.2 Evaluation Pages 15-16
6.0) Appendix……………………………………………..…………...…..…….…….……...Pages 17-129

6.1 Works Cited Pages 17-21
6.2 Primary Research Findings Elaboration (Survey) Pages 22-26
6.3 Secondary Research Findings Elaboration Page 27
6.4 Elaboration on chosen media outlets (Traditional & Alternative) Pages 28-30
6.5 Elaboration on chosen journalists Pages 31-33
6.6 Elaboration on types of social media chosen Pages 34-36
6.7 Elaboration on types of social media influencers chosen Pages 37-43
6.8 Inspiration/References for Afterlife Music Festival Pages 44-46
6.9 Pre-festival Action Plan Pages 47-65
6.10 Festival Action Plan Pages 66-119
6.11 Post-festival Action Plan Pages 120-126
6.12 Detailed Budget Pages 127-129
1
1.0 Executive summary
The Afterlife Music Festival campaign aims to change the attitudes, and ultimately, behaviours amongst festival goers
ages 16 - 25. This will be done through a slew of activities planned for implementation over a 6-month period, and
guided by the message of “Heaven or Hell, We Push Boundaries”. It will take place 8-9 June 2018.
Our survey revealed that variety in genre of music played was the most important factor that entices one to attend a
music festival. It also revealed that only few youths actually visit *SCAPE, despite knowing what *SCAPE was, and not
many knew of the names of smaller local music artistes.
Thus, our plan seeks to bridge the gap between festival goers, bands, and the music festival in a more intimate, diverse
and inclusive fashion that allows attendees to perceive the musical festival as more than just another platform for music
listening, but rather, a fully immersive experience that pushes them out of their comfort zones and allows for an overall
much more boundary-pushing experience with music, food, activities, and the people.
Our strategies and tactics involves leveraging on social media influencers to bring attention the festivals through a
publicity stunt. Social media platforms would also be utilised to bring attention to information and details regarding the
festival and the band auditions. We would also use traditional and alternative media sites to reach out to the mass
audiences with media coverage regarding the festival, as well as other media media channels such as radio and
broadcast TV. What sets us apart will be through our unconventional advertisements on traditional media that still stay
in line with the theme and message for our festival. There would also be a unique guerilla event that aims to bring
attention to our campaign in the heartlands.
2.0 Research: Primary + Secondary

Primary1:
With a sample size of 150 millennials aged 16 years’ old to 30 years’ old, these are our main findings:
1) The most important factor when attending a local music festival is the variety in genre of music, followed by a
unique theme of the music festival.
2) Youth perception of *SCAPE is that it is an area for youths to hang out and socialise (69.3%), yet most of them
rarely visit *SCAPE (40% voted yearly)
3) Most respondents were only able to name famous local pop music artistes such as The Sam Willows, Nathan
Hartono, Gentle Bones, and JJ Lin, showing that more has to be done to showcase the diversity in our local music scene.
Only 15 respondents (10%) knew of artistes that are less famous.
Secondary2:
*SCAPE Co. Ltd is a non-profit organisation that opened its doors in 2007. Since then, has become a hotspot for youth
culture in Singapore where thousands of local youths were engaged across a broad range of interests from music and
media to dance and personal discovery. It aims to facilitate local youth-oriented programmes and support within various
communities of youth interest, to hopefully enable them to pursue their passions and develop their potential for greater
things in the future.
In a study involving Bluetooth monitoring of phone devices at music festivals, it was found that many people were
unwilling to move around the festival site and instead chose a stage and stayed there, regardless of the genres of music
on offer. This is the typical behaviour in music festivals. In another study by Eventbrite, it also revealed that 80% of
millennials agree that attending live events makes them feel more connected to other people, the community, and the
world, 80% of millennials agree that attending live events makes them feel more connected to other people, the
community, and the world, and 69% believe that attending a live event is the best way to show other people what they
stand for. These have affected the way we planned our festival’s message and objectives, as demonstrated in the
1
For full primary research findings, refer to Appendix 6.2, pages 22-26
2
For full secondary research findings, refer to Appendix 6.3, page 27
2
following.
2.1 Problem Identification/Statement (Target Audience)

Problem Statement:
Singaporean millennials are unwilling to step out of their comfort zones as they do not see music festivals as an
experience, but rather just as a place to listen to music.
Target Audience:
Primary Target Audience – Millennial Festival Goers
Demographics:
Age: 16 to 25 year olds
Gender: Both
Race: All
Religion: All
Cultural Background: Singaporeans/Permanent Residents
Occupation: Students/Working adults
Educational Level: O/N Levels and above
Language Literacy: English
Psychographics:
Lifestyle: Active on social media, tech savvy, trendy
Attitudes: Willing to try new things when offered the chance, open-minded
Interests: Music, entertainment, pop culture, edgy topics, unconventional food and items
Benefits: Being the envy of your friends with this once in a lifetime experience fusing music with entertainment to
create a fun and unforgettable two days
Viewing/Buying Influence: Social media influencers, popular artists and musicians, friends and family through word of
mouth
Secondary Target Audience – Local Bands

Demographics:
Age: 16 to 30 year olds
Gender: Both
Race: All
Religion: All
Cultural Background: Singaporeans/Permanent Residents
Occupation: Students/Working adults
Educational Level: O/N Levels and above
Language Literacy: English
Psychographics:
Lifestyle: Active on social media, tech savvy, trendy
Attitudes: Passionate, adventurous, willing to try new things when offered the chance, open-minded, hardworking
Interests: Music, entertainment, edgy topics, both good and bad publicity
Benefits: Providing an opportunity for them to showcase their bands in a highly publicised and edgy event, offering
free publicity and invaluable potential networking with like-minded bands and possible investors
Viewing/Buying Influence: Social media influencers, popular artists and musicians, friends in their respective music
scenes through word of mouth, fans
2.2 Goals
To change the behaviours and attitudes of Singaporean Millennials at music festivals, encouraging them to step out of
their comfort zone and move around to participate in activities and interact with bands that align with their beliefs and
values.
3
2.3 Specific Objectives
Informational:
– Inform and show 80% of our attendees the appeal in the different sides of music festivals
Attitudinal:
– To correct 80% of our attendees’ misconception that music festivals are only for live music viewing, but rather also a
gathering for like-minded people
– To correct 80% of our attendees’ misconception that music festivals are more than just another bandwagon event for
people to share on social media
– To correct 80% of our attendees’ misconception that a music festival is only accessible by people who are trendy and
fashionable, but rather, shape the thinking that a music festival welcomes everyone regardless of background
– To change 80% of our attendees’ perspectives on local music into a more positive one and cultivate a love for the
local music scene
Behavioural:
– To encourage 70% of our attendees to be active participants in a music festival through pushing them to explore the
various activities, genres, and food available in the festival
– To encourage face-to-face interaction amongst 90% of our festival goers and connect with one another through
similar interest
3.0 Strategy
3.1 Message
Our overall message is “Pushing Your Boundaries”. We want the festival to be a platform and an invaluable experience
for youths to step out of their comfort zone and become experimental with their tastes, getting them to try something new
instead of sticking to what they are comfortable with at a music festival (in terms of genres, activities, food).
3.2 Media3
Traditional Media4 (Controlled Media):
Story Ideas/angles:Controversial/edgy music festival first of its kind pushing boundaries, correcting misconceptions
Media Journalist / Editor Name/ DJ Section in Charge
The Straits Times Akshita Nanda Arts Correspondent (Lifestyle)

Who they are:
The Straits Times has retained top
spot as the most-read English title here.
Why we are choosing them:
Large reach
Wan Bao 陈诗雨 Diverse range of articles but in charge

Who they are: Chen Shi Yu of Columns and Views
Most read sensational Chinese tabloid
newspaper.
30% of readers are aged 15-44
The New Paper Melanis Tai Singapore, Music, Fashion

Who they are:
English tabloid paper.
3
For further explanation for types of media chosen, refer to Appendix 6.4, pages 28-30
4
For further explanation on Traditional media Journalists, refer to Appendix 6.5, pages 31-33
4
In line with our target audience.
987 FM Sonia Chew “The Bright Side” - Entertainment

Who they are:
Most popular youth radio channel.
Youth-centric, falls in line with our
target audience and emphasis on
music.
Story/Angle:
Eulogy reading out line-up of festival,
teasing the event
Channel 5 Social Media Star featured: Channel 5

Who they are: Youtiao66 (festival
A popular choice among our ambassadors)
advertisers, Channel 5 delivers over
1.6 million viewers weekly.
Falls in line with our target audience’s
viewing habits
Story/Angle:
Eulogy themed mourning death of
traditional music festivals
Alternative Media:
Story/Angle: Controversial/edgy music festival first of its kind pushing boundaries, correcting misconceptions through
a series of publicity stunts.
Media Journalist / Editor Name Section in Charge
Timeout Sofiana Ramli Online Editorial
Goodyfeed Annette Anthony Lifestyle
Mothership Belmont Lay Entertainment (Editor)
Bandwagon Asia Daniel Peters Festivals and Profile
Social Media5:
Social Media Platform Why This Platform Was Chosen
Facebook Facebook is the top social media platform amongst those who are aged 15+ in Sin
which is our target audience.
Instagram The number of connected consumers in Singapore using Instagram has been
steadily growing year on year, up to 63% from 51% in 2014.It also has many
features (live, stories,highlight, sponsored posts) that would be useful
throughout our action plan.
5
For further explanation on Social Media chosen, refer to Appendix 6.6, pages 34-36
5
Twitter 33% of Singapore uses Twitter. It remains one of the most popular social
networking sites and a great platform to post about information and reach a
wider audience as well as engage with them.
Youtube Audiovisual promotion is needed to make an impression amongst our tech

savvy target audience, and youtube is the most popular video streaming site.
Spotify Two out of five Singaporeans with internet connection are streaming on Spotify.
Spotify users are social influencers compared to traditional radio listeners, and is
popular music app so it makes sense to promote the festival on here as well.
Tinder Making use of tongue in cheek advertising, promoting the festival on a dating
app will ensure outreach to our target audience who are active users. This will
also make our festival more memorable and attract media coverage and/or
posts on social media.
Social Media Influencers6

Social Media Influencers Why This Social Media Influencer Was Chosen
Charlotte Tan and Michelle Lee The two are known to be edgy and are often associated with the viral meme
(Youtiao666) culture that relates to the primary target audience of this event, the millennials.
Youtiao666 boasts about 5,200 likes on Facebook and 67,000 followers on
Instagram, with an average of about 23,000 views per Instagram video. They
have also collaborated with big local brand names such as Circles, Sephora
and Lazada. As we plan to make use of National Best Friend Day, which falls
on 8th June 2018, the duo would be perfect for our main strategy which aims
to spark an online controversy to garner attention.
Rosalyn Lee (Rozz) Rozz is known most for her work as a radio presenter,actress,host, and
youtube personality.Rozz was also the face for multiple campaigns with big
brands like Maybelline.. Her Facebook page boasts about 45,000 likes, and
79.5k followers on Instagram.
Wendy Chen (Xiaxue) Xiaxue’s one of the pioneers of the Singapore blogging scape. Notorious for
her provocative blog posts and controversial opinions, Xiaxue makes a great
candidateto generate hype for the campaign, seeing that it is of a nature
similar to her own content. Her mass following will ensure a good reach to our targ
publics.
Preeti Nair (Preetipls) Preetipls is most known for her satirical humour, mainly posting such videos
on her instagram page. Apart from her videos, she also occasionally joins
987fm’s“Hot 20 Countdown” at 10pm. She is even close friends with
Youtiao666 which supports our campaign.
Dee Kosh Dee Kosh is an established YouTuber in Singapore, making entertainment

vlogs on a regular basis. His loud personality will be a suitable marketing tool
to boost our campaign awareness.
3.3 Action Strategy

The action strategy was designed to raise awareness on Afterlife Music Festival to attract local bands to audition, then
raising awareness and debunking misconceptions on music festivals to attract and interest among our target audience.
Alongside this, it pushes our unconventional concept of From Heaven to Hell, with music in between to convey the
6
For further explanation for types of social media influencers chosen, refer to Appendix 6.7, pages 37-43 and primary research
findings page 2
6
festival’s diverse boundary-pushing music acts, food, and activities, ultimately changing the perception that a music
festival is just limited to familiar music, but rather an experience that pushes one out of their comfort zone.
Stage 1: Raising Awareness on diversity and inclusivity of music festivals to attract bands7 to audition
1) Guerilla Marketing (hearse)8
– Introduce Afterlife music festival to the general public
– Raise public awareness of Afterlife Music Festival and how we aim to be different from other music festivals
– Address the misconception that music festivals are only for live music viewing, but rather also a gathering for like-
minded people
– Generate interest for local bands to audition and join the experience
– Generate buzz for the festival
– Set the tone for the theme of the festival
2) Posters
– Call to action for bands to audition
– Generate interest
3) Electronic Direct Mailers (EDMs)

– Call to action for bands to audition
– Generate interest
Stage 2: Raising awareness on the different sides of music festivals and correcting misconceptions among our primary
audience (Millennial festival goers)9
1) Publicity Stunt - Youtiao66 fallout
– Utilise Instagram (posts, Instagram stories, Instagram live) to generate controversy, piquing curiosity among our
primary target audience
– Generate interest in festival using coverage from uncontrolled media10
– Raise awareness on the different sides of music festivals
– Interact with our target audience to generate buzz for the lineup reveal
2) Traditional Media - Radio11

– Generate buzz for what Afterlife Music Festival has to offer
– Generate interest through lineup reveal
3) Spotify
– Raise awareness on the rationale behind what each activity and music stands for
4) Alternative Media - Online News

– Utilise sensational news and listicle sites to promote Afterlife Music Festival and our activities
– Raise awareness on the rationale behind what each activity and music stands for
5) Traditional Media - Newspapers (Creative buy on print, IMU, Mobile Scrollers, In-article videos)
– Media kits and press release to generate buzz
– Correct the misconception that a music festival is only accessible by people who are trendy and fashionable
7
For more information on our secondary target audience, refer to Section 2.1, pages 2-3
8
For more information on the hearse aspect of guerilla marketing, refer to Appendix 6.9, page 47
9
For more information on our primary target audience, refer to Section 2.1, pages 2-3
10
For more information on uncontrolled media, refer to section 3.2, pages 4-6
11
For more information on traditional media platforms, refer to section 3.2, pages 4-6
7
6) Bus Stop Advertisements
– Reinforces the unique tone of our festival to secure audience’s retention
7) TV Advertisement
– Raise awareness and debunk the misconception that music festivals are more than just another bandwagon event
for people to share on social media
8) Social Media12
– Establish brand and festival’s social media presence to raise awareness
– Utilise social media influencers to generate buzz
– Generate interest in lineup and activities
– Engage and motivate target audience to attend
– Debunk the above misconceptions about music festivals
Stage 3: Hosting an accessible yet trendy gathering of diverse groups of like-minded people
1) Afterlife Music Festival13
– 2 day music festival14
– Getting attendees to step outside their comfort zones
2) Social Media
– Live updates on festival through live streams, stories, and posts on the above listed platforms
– Raise awareness on our diverse music scene
– Raise awareness on misconceptions of music festivals
– Generate buzz to attract people outside target audience to attend the second day
3) Traditional Media - Radio

– Radio booths set up to update on festival happenings
4) Traditional Media - Newspaper

– News Coverage to generate buzz to attract people outside target audience to attend the second day
5) Alternative Media - Online News

– Debunk misconceptions of music festivals
Stage 4: Permanently correcting the misconception of music festivals and local music, leaving a lingering impression of
our festival
1) Social Media
– Reinforcing our message on stepping outside your comfort zone
– Reinforcing our debunking of the misconceptions
– Cultivating a more positive impression of the local music scene
– Recap videos and posts to generate interest in next year’s festival
2) Traditional Media - Newspaper and Alternative Media - Online sites

– Photo gallery, recap listicles, reviews to remain relevant
– Reinforcing our message on stepping outside your comfort zone
– Reinforcing our debunking of the misconceptions
12
For more information on social media platforms, refer to section 3.2, pages 4-6
13
For more information on our objectives of the festival, refer to section 2.3, page 4
14
For more information and details on the festival, refer to our action plan section 4.0, page 9 and Appendix 6.10 pages 66-119
8
4.0 Action Plan
Pre- Festival (19 February to 8 June)15:
Tier 1 - Attracting bands to audition & teasing festival (19 February to 18 March) :
1) Guerilla Marketing (Hearse stunt) (19 February - 25 February)
In line with our “afterlife” concept, a hearse would be hired and driven around Singapore’s heartlands to inform bands of
the audition and the festival. There will be throat singing music blasting from the hearse to attract attention to the hearse,
and banners plastered all over the hearse with visible information on audition details. This will inevitably create buzz and
maybe even some controversy around the festival, setting the tone for our concept too. This will be done in collaboration
with Grab, whom we have chosen to be one of the main sponsors for the event.
Estimated Cost16: $300
2) Posters (19 February - 18 March)

Posters promoting the auditions for the event would be put up at ITEs, polytechnics and universities’ campuses to
advertise the auditions and the festival to our primary and secondary target audiences. We aim to continue creating
conversation surrounding our festival with this.
Estimated Cost: $200
3) Electronic Direct Mailers (EDMs) (19 February - 18 March)

EDMs would be sent out to all students in tertiary institutes to inform them of the auditions and the festival as well. This
will continue generating interest around the subsequent revealing of the line-up for our festival.
Estimated Cost: $0
4) Audition and selection period (18 - 25 March)

Bands will be required to submit videos of them performing popular hit songs in their own rendition, based on what genre
they play. A panel of judges compromising of music fans and veterans will then choose the finalists through a voting
process. This ensures and promotes that the bands fall in line with our message and objectives.
Tier 2 - Line-up Reveal and Sale of Tickets (19 March to 1 June)

1) Publicity Stunt - Youtiao666 falling out (25 March - 1 April)
Michelle and Charlotte of YouTiao666 will be staging a public fallout over different tastes in music and they will fight on
social media (through Instagram live, Instagram posts and emotional videos). The two of them will be branded as an
angel and demon separately to tie in with ou tagline “From Heaven to Hell, we push boundaries”. Furthermore, this falls
in line with when our festival is held (8-9 June), on Best Friend Day. Other social media influencers will choose a side to
support by commenting on their fallout. The fallout will be broadcasted and documented on Instagram live and YouTube,
which will act as teaser for advertising our festival to our primary target audience.
Other social media influencers such as Rozz, Sonia Chew, Xiaxue, Preetipls and DeeKosh would also be roped in to
take sides during the fallout. These social media influencers are selected based on their popularity and how
“controversial” they can get.
Estimated Cost: $9000 (total to hire Youtiao666)
2) Earned media: online alternative news (25 March - 23 March)

Tip-offs and exclusive content for their public fallout will be sent using a fake email account to various sensational
alternative news sites like Mothership, Hardwarezone, Coconuts SG, etc to gain media coverage and buzz amongst our
primary target audience. This will spark conversation and pique curiosity amongst a wider pool of Singaporeans.
Estimated Cost: Free
3) Social Media Reveal (2 April - 6 April)

The conflict between Youtiao666 would end in a resolution in which they bond and make up over a blend of the music
genres at Afterlife Music Festival, hence bringing about the music aspect of festival. All the public social media fighting
15
For more detailed information and mock-ups for the pre-festival action plan, refer to Appendix 6.9, pages 47-65
16
For more information on budget, refer to section 5.1, page 16 and Appendix 6.12, pages 127-129
9
will lead up to the festival and line-up reveal right when our target audience’s attentions are still being held. Pictures of
the line-up and festival poster will also be posted across social media platforms by our chosen influencers who have
taken part in the fall-out.
4) Bus stop advertisements (9 April - 22 April)

The bus stop advertisement would be portrayed like a tombstone and the inscriptions on the tombstone would be names
of all the bands that will be performing during the music festival. The bus stop ad would be strategically placed the bus
stops in front of Bugis Village and *SCAPE, both attracting high volumes of youths and millennials, our target audience.
Estimated Cost: $12,525 [Half of the cost will be sponsored by Grab (originally $150,100)]
5) Alternative media: online news coverage (19 March - 6 April)

Inevitably, all the above publicity stunts will garner online news coverage. We will pay these sites, as stated above, to
promote and write articles on the line-up and reveal of our festival. These articles will also include common
misconceptions of music festivals, along with generating interest and buzz for Afterlife Music Festival is it is branded as
more of a boundary-pushing experience for our target audience to step out of their comfort zones. These articles will
then be shared by interested people on social media, creating a ripple effect of advertising.
Tier 3 - Increased focused promotion of Afterlife Music Festival (6 April to 8 June)

1) Media kits (9 April - 15 April)
Our selected traditional and alternative media sites17 would be sent media kits regarding the music festival. The press kit
would be a package that resembles a paper suitcase, ones used as an offering to ancestors during Chinese prayer
rituals. The paper box would entail a press release and poster on the music festival, which will be printed on paper that
resembles joss paper. It would also include a pair of tickets to the festival, paper ingots and various joss paper items.
The ticket would allow them to come for the event, and to cover the music festival.
Estimated Cost: $1,170
2) Traditional media - newspaper advertisements (16 April - 27 May)

Our selected newspaper outlets will be sent a news release promoting how our festival aims to be a boundary-pushing
experience, getting Singaporeans out of their comfort zones with the different music genres we offer, activities and even
food. In addition, we are buying advertisement spaces, namely Creative Buy quarter page ad on print, IMU on their
desktop site, and mobile scrollers and on-article videos on their mobile version. This will target our primary audience to
promote this one-of-a kind festival.
3) Traditional media - radio and spotify advertisement (30 April - 4 June)

Keeping in line with our heaven to hell afterlife theme, a 30-second radio commercial will be produced 987FM would be
advertising for Afterlife music festival during the Friday Evening Drive Time (EDT) twice - during the start and end of the
EDT. It would a 30-second script that includes details of the festival and the line-up, read in a morose tone, somewhat
like reading a eulogy. The same advertisement will be played on Spotify, with the aim to generate buzz and also interest
for our festival, further establishing our unique theme amongst these youth-centric music platforms.
4) Traditional media - TV advertisement (14 May - 20 May)
Similar to our radio advertisement, we will produce a TV commercial, starring our festival ambassadors, Youtiao666. The
theme is similar, the setting being a funeral and having one of them read a eulogy. The message and subject of the
eulogy will start of somewhat ambiguous but the twist at the end will reveal that they were mourning the death of traditional
music festivals. With this, we aim to debunk common misconceptions of music festivals, as stated in our objectives, and
promote this new one of a kind boundary-pushing experience that is Afterlife Music Festival. This 30-second
advertisement will be aired 4 times on Channel 5 during their night slot.
5) Social Media: Instagram, Twitter, Facebook, Youtube (9 April - 8 June)
17
For more information on our chosen media, refer to section 3.2, page 4-6
10
Drawing closer to the dates of the festival, our social media platforms will fervently promote the details of the music
festival, the sale of tickets etc. on our three main channels, Instagram, Twitter and Facebook. Our chosen social media
influencers will also be promoting our festival. This pushes the audiences who have been witnessing an onslaught of
campaigning efforts to take action and prompt them to purchase tickets attend the festival. With the increasing number
of posts on our social platforms, we hope to also engage the audience through the sharing function as well, thus allowing
our festival to be spreaded throughout social media. We will be posting all our television and radio advertisements on all
platforms as well to reinforce and allow people to share it, reaching a wider audience.
6) Tinder Account (9 April - 8 June)

A tinder account will be set-up to promote our music festival, instead of just typically buying an advertising spot on the
dating app. This is a more tongue-on-cheek approach of engaging with our target audience. The account will be
promoting the festival, along with the line-up. Anyone who matches with this account will be able to directly ask questions
about the festival, or the person in charge of running the account will further promote our objectives by dispelling
misconceptions of music festivals in the conversation or emphasising how we aim to push people out of their comfort
zones.
Estimated Cost: $750 (Person to maintain account)
7) Second bout of Bus stop advertisements (14 May - 27 May)

Now that our line-up has been firmly established, we will be placing a second round of different bus stop
advertisements. As the festival takes place around the Seventh month, we will make use of this eerie theme and create
a bus stop ad featuring figures that will protrude out of a white screen when someone walks past it. This will garner
media attention, and the attention of our target audience as they share pictures of it on social media. We will still be
advertising at the same bus stops (Bugis Village and *SCAPE).
8) Online listicles (21 May - 27 May)

We will pay our chosen alternative media sites to write sponsored listicles or clickbait articles about our event. Such as
“10 Misconceptions Singaporeans have of Music Festivals” or “5 Kinds of Singaporeans at Music Festivals” or “You Won’t
Believe How This Music Festival is Pushing Boundaries!”. This serves to reinforce our message and our objectives to
our Millennial target audience in a bite-sized and attention grabbing manner, while promoting our festival as their dates
draw near.
2-Day Afterlife Music Festival (8-9 June)18:
Floor & Music Bands/ Artistes Bands/ Artistes F&B Activities Booth
Genre (Day 1) (Day 2) (Days 1& 2) (Days 1& 2) (Days 1& 2)
Outside *SCAPE Getai Singers Same as Day 1 - - Ticketing

(Purgatory) (Hao Hao, Pek booth
Jia Xuan and Entry/
Pek Jia Wei) Wristband
Drag Queens Booth
(Arya Dunn, Photo Booth
Nooristar)
Silent Disco
Level 1 (Hell) Wormrot Losing End Food:The Orange Flash/Airbrush Band

(Basement): Radigals Witchseeker Lantern tattoos Merchandise
Metal music Hollow Threat Marijannah Bobbing Apples Metal fashion
18
For more information on festival details, along with mock-ups, refer to Appendix 6.10, pages 66-119
11
Villes State of Pain Alcohol: Mixes Ouija Board
Exhibitors I, Devotion from Mars Tarot Card
Deceased Tides Reading
Non-alcoholic
drinks:
Starbucks
Level 2: Subsonic Eye FXTRT Food: Pasta Meet & Greet Band
Emo and Alternative
Xingfoo & Roy Amatuer Takes Fresca Da Salvatore merchandise
Rock Forests Control Radio tents
Long Live The False Plaintiff Drinks: Same
Empire Terrible People caterers
Morning Martians This is Atlantis
Tapestry The Intimate
Friends
Level 3: Mediocre Haircut Mickeyleano Food: 21 Sliders Carnival games Merchandise

Hip Hop Crew Fariz Jabba Hip hop
Intriguant Wyane Hausley Drinks: Same fashion
AE$OP CA$H MC RAJA caterers
YETI REQ
Alyph Sleeq Young Spice
Lineath
Level 4: Sobs Sphaeras Food:Nara Thai Yoga tent Crystal booth

Indie Cosmic Child M1LDL1FE Malisa Premium Live ASMR Vintage
Sub:Shaman Faux Pas Vegetarian (Autonomous clothing
Obedient Wives Supersect Catering Sensory
Club Adir Kaisan and Drinks: Same Meridian
Handsome Girl the Cosmic Owls caterers Response) Tent
Stopgap T-Rex
Level 5 (Heaven) Yeule (DJ Set) MYRNE (DJ Set) Food: Muchachos No activities No booths
(Rooftop): TOMGIRL Jasmine Sokko
Pop & Electronic Linying Pastel Power Drinks: Same as
music .gif Jude Young caterers
Of Methodist EATMEPOPTART
Attagirl (DJ Set) (DJ Set)
Sofklo
1) Grab collaboration (8 June - 9 June)

On both days of the festival, we will engage Grab, a ride-hailing service, to come down to *SCAPE to send our patrons
home. Every patron of the music festival will be entitled to a $5 off their Grab fares. This is also done in line to promote
safe drinking, as alcohol would be served at the event. With the ease of availability of Grab at the festival after the event
and the voucher, we hope that patrons would readily choose to hire a Grab driver to send them home safely.
2) Social Media (Instagram,Twitter, Facebook, Periscope, YouTube) (8 June - 9 June)

There will be constant live updates on the festival being posted on these various platforms. These includes posts,
livestreams of sets, infographics, and set timings. This is done to showcase our festival actually pushing boundaries and
also our diverse music scene and activities. This will also generate online buzz, resulting in attracting a wider range of
people to attend the second day.
Our attendees will also inevitably be posting videos and photos on their social media, resulting in free promotion.
12
3) Radio (8 June - 9 June)
Radio booths from 987 will be set up to provide live coverage. Popular radio personalities like Sonia Chew will be
present, interacting and engaging with our attendees. This furthers generate hype and buzz surrounding the festival.
4) Newspapers and Alternative News Sites (8 June - 9 June)

As journalists from our chosen news outlets have been invited to the festival in our media kits, they can provide live
coverage of our event, generating buzz and collecting information for a subsequent positive review.
Post-Festival Wrap up (10 - 30 June)19

1) Social Media (10 June - 15 June)
Posts thanking our attendees, bands, caterers, and booths will be posted post-festival. Recap videos and photos taken
during the festival by a hired photography and videography team will also be posted, and attendees can tag themselves
if they recognise themselves.
Our attendees are also encouraged to post their own photos, using our hashtag #AfterlifeMusicfest and at the *SCAPE
location to share their favourite memories. We will be reposting our favourite pictures on our account.
2) Newspaper write-up (10 June - 12 June)

Our chosen media sites will write reviews and articles about the festival, reinforcing our message and objectives. By
then, all misconceptions about music festivals and local music should be debunked and our message reinforced to our
target audience.
3) Alternative news site coverage (10 June - 16 June)

Similar to the above news outlets, alternative media sites may choose to package their reviews uncoventionally, such
as through listicles or photo galleries or video content.
4) Surveys/Polls (11 June - 17 June)

We will conduct a post-festival online survey sent out via EDM to all our festival attendees. Through this, we will find
out of our message and objectives have been successfully achieved among our target audience.
Estimated cost: Free
5) Focus Group (18 June - 22 June)

We will conduct a small focus group at *SCAPE, consisting of our primary and target audience. The objectives for the
focus group remain the same as our survey.
6) Youtube Wrap-Up Video (22 June)
Using footage from the festival and our survey and focus group findings, we will compile and release a short festival
wrap-up video recounting our success and the best moments. This allows our festival and message to remain in our
target audience’s memory, retaining our relevance and reinforcing our message and objectives.
7) Ongoing Grab Promotion (10 June - 30 June)

Our Grab Promotion will continue until the end of June (30 June) as a token of appreciation for our attendees and also
to keep pur festival relevant with our target audience.
19
For more information on post-festival action plan, refer to Appendix 6.11, pages 120-126
13
5.0 Timeline/Implementation
5.1 Budget20
Tactic Cost
Social Media Manager $2,000
Website $20
Influencers $22,500
Creative designers $4,250
Audition Judges $200
Guerilla Marketing $0
Posters $200
Media Kit $1,170
Newspaper advertisement $40,000
Bus stop advertisement $25,050
20
For detailed budget with breakdown of costs, refer to Appendix 6.12, pages 127-129
14
Radio advertisement $33,000
TV advertisement Total: $45,500
Venue $0
Set Designers $5,750
Festival Crew $120,000
F&B Catering $30,000
Bands $0
Festival decorations/ Stage $6,000
Equipment $19,000
Film and photography crew $6,000
Merchandise $7,000
Polls/Surveys $0
Focus Groups $500
ESTIMATED TOTAL: $316,140
5.2 Evaluation
Attendance
– Total number of attendees between the two days of the festival
Message exposure
– Total number of posts with the *SCAPE location tagged during the festival period
– Total number of posts with #AfterlifeMusicFest in the caption
– Total number of stories, articles, or “placements” that appear in the stated media/blogs.
– Having at least ¾ of the earned media channels to feature and highlight our festival through stories, articles, listicles,
or videos.
– The ¾ should comprise of major news channels from traditional media (The Straits Times, Wanbao, The New Paper)
and online influencers as stated21
Website impressions
– At least 10,000 visits spanning throughout pre-festival and festival period
Social media traction

– Facebook: Reach over 6000 likes and 300,000 impressions.
– Instagram: Reach over 700 followers with 100-175 likes per photo. Constant promotion through key hashtags
#AfterlifeMusicFest
– Twitter: Over 500 followers after the Festival
– YouTube: 1000 subscribers with a total of 20K views from our promotional videos and post-festival recap videos
Survey/Polls
21
For more information on media chosen, refer to section 3.2, pages 4-6
15
– After the festival, we would get the public to give us feedback based on the enjoyability, improvements, and
effectiveness
– We hope to achieve at least 85% of participants indicating that they have stepped out of the comfort zones during the
festival
– We hope at least 80% of our attendees’ perspectives on local music into a more positive one and cultivate a love for
the local music scene
– At least 70% of them are now aware of the deunked misconceptions of music festivals
Focus groups
– Through focus groups meetings after the festival, we can get a better insight on our target audience’s changed
perceptions of music festivals
– Having people to be able to recall what different genres and diverse activities or out of the norm food and beverages
they have tried for the first time
16
6.0 Appendix
6.1 Works Cited
Bandwagon Asia. (2018). About Us. Retrieved January 28, 2018, from Bandwagon Asia:
https://www.bandwagon.asia/about
Bandwagon Asia. (2018). Daniel Peters. Retrieved January 28, 2018, from Bandwagon
Asia: https://www.bandwagon.asia/users/46
Chan, M. (2017, March 8). Circles.Life May Have Just Pulled Off The Publicity Stunt Of The
Year With Youtiao666. Retrieved January 28, 2018, from Vulcan Post:
https://vulcanpost.com/604857/circleslife-publicity-stunt-year-youtiao666/
Cheng, W. (n.d.). Xiaxue. Retrieved January 28, 2018, from Facebook:

https://www.facebook.com/Xiaxue.sg/
Cheng, W. (n.d.). xiaxue. Retrieved January 28, 2018, from Instagram:

https://www.instagram.com/xiaxue/?hl=en
Cheng, W. (n.d.). Xiaxue. Retrieved January 28, 2018, from Twitter:

https://twitter.com/Xiaxue?ref_src=twsrc%5Eappleosx%7Ctwcamp%5Esafari%7Ctw
gr%5Eprofile
Festival Insights. (2017, June 22). Eventbrite releases research into Millennials’ attitudes
towards live events. Retrieved January 28, 2018, from Festival Insights:
https://www.festivalinsights.com/2017/06/eventbrite-releases-research-millennials-
attitudes-live-events/
Goody Feed Singapore. (n.d.). About Goody Feed. Retrieved January 28, 2018, from
Goody Feed Singapore: http://goodyfeed.com/about/

Goody Feed Singapore. (2018). Authors. Retrieved January 28, 2018, from Goody Feed
Singapore: http://goodyfeed.com/authors/
Koshy, D. (n.d.). About Dee Kosh. Retrieved January 28, 2018, from YouTube:
https://www.youtube.com/user/sweetestkind/about
Koshy, D. (n.d.). Dee Kosh. Retrieved January 28, 2018, from Facebook:
https://www.facebook.com/Thedeekosh/
Koshy, D. (n.d.). deekosh. Retrieved January 28, 2018, from Instagram:

https://www.instagram.com/deekosh/?hl=en
Koshy, D. (n.d.). Dee Kosh. Retrieved January 28, 2018, from Twitter:
https://twitter.com/TheDeeKosh?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7
Ctwgr%5Eauthor
17
Lee, M. K. (2017, November 2). Digital news consumption in Singapore on the rise; The
Straits Times remains most-read English paper: Nielsen survey. Retrieved January
28, 2018, from The Straits Times: http://www.straitstimes.com/singapore/digital-
news-consumption-in-singapore-on-the-rise-the-straits-times-remains-most-read
Lee, R. (n.d.). About Rosalyn Lee. Retrieved January 28, 2018, from Facebook:
https://www.facebook.com/pg/heyrozz/about/?ref=page_internal
Lee, R. (n.d.). heyrozz. Retrieved January 28, 2018, from Instagram:

https://www.instagram.com/heyrozz/?hl=en
Lee, R. (n.d.). Rosalyn Lee (Official). Retrieved January 28, 2018, from Facebook:
https://www.facebook.com/heyrozz/
Lianhe Wanbao. (n.d.). Retrieved January 28, 2018, from Lianhe Wanbao:
http://www.wanbao.com.sg/keywords/chen-shi-yu
Lim, A. (2016, November 4). The Straits Times is most read daily paper: Nielsen report.
Retrieved January 28, 2018, from The Straits Times:
http://www.straitstimes.com/singapore/the-straits-times-is-most-read-daily-paper-
nielsen-report
Mediacorp Advertising. (2014, October 15). Radio Rate Card. Retrieved January 28, 2018,
from LinkedIn Learning: https://www.slideshare.net/EcclesMedia/radio-rate-card
Mediacorp Advertising. (2018). 987. Retrieved January 28, 2018, from Mediacorp:
https://www.mediacorp.sg/en/advertising/our-brands/987
MIT Technology Review. (2013, June 19). Music Festivals, Bluetooth Monitoring and the
Behavior of Crowds. Retrieved January 28, 2018, from MIT Technology Review:
https://www.technologyreview.com/s/516241/music-festivals-bluetooth-monitoring-
and-the-behavior-of-crowds/
Mothership. (n.d.). About Mothership. Retrieved January 28, 2018, from Mothership:
https://mothership.sg/about-us/
Nair, P. (n.d.). Preetipls. Retrieved January 28, 2018, from Facebook:

https://www.facebook.com/preetipls/
NapoleonCat. (2017, April 17). Instagram user demographics in Singapore – April 2017.
Retrieved January 28, 2018, from NapoleonCat:
https://napoleoncat.com/blog/en/instagram-user-demographics-in-singapore-april-
2017/
NapoleonCat. (2017, August 16). Facebook and Instagram user demographics in

Singapore – August 2017. Retrieved January 28, 2018, from NapoleonCat:
https://napoleoncat.com/blog/en/facebook-and-instagram-user-demographics-in-
singapore-august-2017/
18
OOH Media. (2017, May). OOH Media Rate Card Data. Retrieved January 28, 2018, from
Mediacorp:
https://www.mediacorp.sg/blob/9084648/ff7d08fe4f1e01f1c43e6b3d6fc8dbde/ooh-
media-rate-card-data.pdf
Preetipls JOINS THE HOT 20 WITH CHARMIAN! (2017, October 2). Retrieved January 28,
2018, from Facebook:
https://www.facebook.com/987fm/videos/10155169675927029/
Ramli, S. (2018, January 16). Local music acts to look out for in 2018. Retrieved January
28, 2018, from TimeOut Singapore: https://www.timeout.com/singapore/music/local-
music-acts-to-look-out-for-this-year
Shazni, M. (2016, September 28). Why Not 1st?! Singapore Comes In 3rd In APAC For
Most Users On Instagram And Snapchat. Retrieved January 28, 2018, from Vulcan
Post: https://vulcanpost.com/589301/singapore-comes-in-third-in-apac-for-most-
users-on-instagram-snapchat/
Singapore Press Holdings. (2016, August). Daily Average Newspapers Circulation.

Retrieved January 28, 2018, from SPH:
http://sph.listedcompany.com/misc/annualreport/2016b/SPH_AR2016_daily_averag
e.pdf
SPH. (2017). Lianhe Wanbao. Retrieved January 28, 2018, from SPH:
http://www.sph.com.sg/our-businesses/newspapers/lianhe-wanbao/
SPH. (2018, January). Lianhe Wanbao Factsheet 2018. Retrieved January 28, 2018, from
SPH:
http://www.sph.com.sg/system/misc/Products/factsheet2018/WB_Factsheet2018.pd
f
SPH. (2018, January). The New Paper Bringing What Really Matters To You. Retrieved
January 28, 2018, from SPH:
http://sph.com.sg/system/misc/Products/factsheet2018/TNP_Factsheet2018.pdf
SPH. (2018, January). The Straits Times Singapore No. 1 Newspaper Reaches
Consumers Other Newspapers Can’t. Retrieved January 28, 2018, from SPH:
http://sph.com.sg/system/misc/Products/factsheet2018/ST_Factsheet2018.pdf
SPH Integrated Marketing. (n.d.). Lianhe Wanbao. Retrieved January 28, 2018, from
SPH Integrated Marketing: http://www.imsph.sg/wanbao-group/

Spotify for Brands Team. (n.d.). The New Audio: Reaching the Spotify Listener in
Singapore. Retrieved January 28, 2018, from Spotify for Brands:
https://spotifyforbrands.com/en-SG/news/the-new-audio-reaching-the-spotify-
listener-in-singapore/
19
Statista. (n.d.). Number of Facebook users in Singapore from 2015 to 2022 (in millions).
Retrieved January 28, 2018, from Statista:
https://www.statista.com/statistics/490492/number-of-singapore-facebook-users/
Statista. (n.d.). Number of Twitter users in Singapore from 2014 to 2019 (in millions).
https://www.statista.com/statistics/490600/twitter-users-singapore/
Statista. (n.d.). Penetration of leading social networks in Singapore as of 4th quarter 2016.
https://www.statista.com/statistics/284466/singapore-social-network-penetration/
Tandon, S. (2017, April 19). About 78% Singaporeans pick YouTube for watching videos:
Study. Retrieved January 28, 2018, from Digital Market Asia:
http://www.digitalmarket.asia/about-78-singaporeans-pick-youtube-for-watching-
videos-study/
Tay, V. (2017, June 2). Now following: Youtiao666. Retrieved January 28, 2018, from
Marketing: http://www.marketing-interactive.com/now-following-youtiao666/
Tan, C., & Lee, M. (n.d.). Youtiao666. Retrieved January 28, 2018, from Facebook:
https://www.facebook.com/youtiao666/
Tan, C., & Lee, M. (n.d.). youtiao666. Retrieved January 28, 2018, from Instagram:
https://www.instagram.com/youtiao666/?hl=en
The New Paper. (2016, October 17). The New Paper will be revamped, free from
December. Retrieved January 28, 2018, from The New Paper:
http://www.tnp.sg/news/singapore-news/new-paper-will-be-revamped-free-
december
The New Paper. (2018). Melanis Tai. Retrieved January 28, 2018, from The New paper:
http://www.tnp.sg/author/melanis-tai?page=1
The Straits Times. (2018). Akshita Nanda. Retrieved January 28, 2018, from The Straits
Times: http://www.straitstimes.com/authors/akshita-nanda
The Straits Times Media Kit 2013. (2013). Retrieved January 28, 2018, from SPH:
http://www.sph.com.sg/system/misc/MediaKit2013/ST%20Media%20Kit%202013.p
df
TimeOut Singapore. (2018). About Us . Retrieved January 28, 2018, from TimeOut
Singapore: https://www.timeout.com/singapore/about-us
TimeOut Singapore. (2016, September 6). Time Out Singapore reports record web traffic.
Retrieved January 28, 2018, from Mumbrella Asia:
https://www.mumbrella.asia/2016/09/time-singapore-reports-record-traffic
20
Varma, A. (2016, April 3). Dating apps a hit as singles access huge database of peers
searching for romance. Retrieved January 28, 2018, from The Straits Times:
http://www.straitstimes.com/lifestyle/dating-apps-a-hit-as-singles-access-huge-
database-of-peers-searching-for-romance
Yee, C. S. (2017, July 16). Why it's time to embrace dating apps. Retrieved January 28,
2018, from The Straits Times: http://www.straitstimes.com/singapore/why-its-time-
to-embrace-dating-apps
ZIGT Media Agency. (2015, November 16). Television Advertising in Singapore. Retrieved
January 28, 2018, from ZIGT Media: https://zigt.com/television-advertising-in-
singapore/
*SCAPE. (2018). About *SCAPE Co. Ltd. Retrieved January 28, 2018, from *SCAPE:
https://www.scape.sg/about/
*SCAPE. (2018). Mission & Vision. Retrieved January 28, 2018, from *SCAPE:
https://www.scape.sg/mvv/
21
6.2 Primary Research Findings Elaboration (Survey)
Out of 150 respondents, 58% were 16-20 years’ old (87 respondents), 39.3% were 21-25 years’
old (59 respondents) and 2.7% were 26-30 years’ old (4 respondents). Since the large majority of
our target audience come from the demographics of those 16-20 and the second largest group
being those 21-25, our primary audience will then be those 16-25 as our event planned is tailored
based on the preferences of our survey respondents.
50% of our respondents has been to a local music festival before. (75 respondents) Considering
that 50% of our respondents indicate that they have attended a local music festival before, it
suggests that they are open to attending a local festival and hence, if well marketed, they would be
receptive to attending an event like ours. Meanwhile, taking into account the fact that 50% of our
respondents have also not been to music festivals, it suggests that they are either skeptical or on
the fence. Hence, a significant proportion of our budget should be allocated to marketing and
promoting our festival should we want to attract them into the scene of local music festivals.
22
The results were spread out when it came to the local music festivals that 50% of our respondents
have attended before (75 respondents). This came to an average of 33.3% chance of attending any
one local music festival. The multitude of results suggests a receptivity to a diverse range of music
festivals, of different genres featuring different bands. Meanwhile, the high number of percentage of
not applicable results could be equated to the assumption that there is no significant preference for
any particular type of genre. As such, it suggests to us that the draw of our event would not be so
much dependent on the type of genre but rather, the number of attendees that we could potentially
draw would be down to how interesting and unique our event is and how well we marketed it.
Our respondents prioritises variety in genre of music with a total of 115 respondents ranking it at 4
(important) and 5 (most important). Unique theme was ranked at 4 (important) and 5 (most important)
by 108 respondents, and 105 respondents ranked diversity in food and drinks as 4 (important) and
5 (most important). The least important factor for our respondents was band merchandise with only
56 respondents ranking it at 4 (important) and 5 (most important). Based on the results, our main
focus would then be (in descending order) : 1. A unique theme that would draw readers in either
through appeal or inquisitiveness due to shock. 2. A diverse range of food choices that should
potentially be able to tell a story on their own, drawing readers in yet tying in to the theme of the
event. 3. A choice of multiple bands and/or individual singers that span different genres. 4.
Interesting games and activities to boost the appeal. 5. Band Merchandise that is sold on the sideline
for any enthusiasts of the band. This will also serve as a way of gathering revenue.
23
40% of our respondents (60 respondents) goes to *SCAPE yearly, while 38% of our respondents
(57 respondents) goes to *SCAPE monthly. The result suggests that SCAPE still does not serve as
a main choice to visit as compared to other malls. Hence, the main appeal of the event created
should be based on other factors such as a unique theme rather than creating a event that relies on
SCAPE’s current brand identity.
Our respondents’ perception of *SCAPE is that it is an area to hang out and socialise with 69.3%
votes (104 respondents), it is space for recreational activities and hobbies to take place with 67.3%
votes (101 respondents) and a space to perform with 62.7% votes (94 respondents).
Hence, this reinforces the fact that the event must draw Singaporeans in with something unique
while building on the fact that it is seen as a place to hang out, do recreational activities and
perform. This indicates a local music festival but with a twist to draw Singaporeans in,appealing to
them that the festival makes SCAPE “the best area to hang out” in for the month/year/week
(based on their frequency).
71.3% of our respondents (107 respondents) listens to Pop music. The least was punk and metal at
27.3% (41 respondents) and 32% (48 respondents) respectively. The rest of the genres were spread
out with an average of 59 respondents listening to emo, indie, alternative rock, electronic and hip
hop music. This suggests a diverse listening choice and preference among our target audience.
Hence, there is a need to cater to the demand for the different genres.
24
Our respondents only know of local music artistes such as Sam Willows, Nathan Hartono, Gentle
Bones and JJ Lin. Only 15 respondents (10%) knew of artistes that are less famous. As such, to
make the festival more unique rather than mainstream, the festival should offer lesser known artists
that still have a fanbase to prove their popularity such as Subsonic Eye. Hence, this would allow us
to draw in a diverse range of bands to perform at our event without having to squander our budget
away by hiring popular local acts. This is as it gives the band a chance to promote themselves to the
growing group of millennials who attend music festivals while we also get to introduce to our target
audience lesser known artists and their genres of music, playing once again on the appeal of a
unique theme and a variety in genre of music.
103 respondents know DeeKosh (68.7%), 87 respondents know XiaXue (58%), and 64
respondents know Steven Lim (42.7%). Only 61 respondents know of YouTiao666 (40.7%). To
draw our target audience in to the event, we would use celebrities well known to our target
audience as they would serve as opinion leaders. With established access to their fan base, this
increases the appeal and draw of our event. Meanwhile , the celebrities elected such as XiaXue,
PreetiPls and DeeKosh fall in line with our event’s theme and brand for two reasons. 1. Much like
our event which borders on being audacious, loud and even vile, these social media stars are well
known for their “loud” personalities and for speaking their opinion, whether or not it may offend.
Hence, like our event, they are unique individuals. 2. They are popular among millennials and our
target audience, like how we want to make SCAPE “the place to be” among our target audience.
25
Out of our 150 respondents, 124 of them ranked Instagram as 4 (frequent) and 5 (most frequent)
for social media platforms. This was followed by YouTube with 106 respondents ranking at 4
(frequent) and 5 (most frequent). Based on the above findings, our budget would then be adjusted
such that we spend more on the sites which are more popular among our target audience.
26
6.3 Secondary Research Findings elaboration
*SCAPE focuses on three core areas. One, is to enable youths to live up to their fullest potential by
supporting them in their passions. Second, is to provide the necessary network and ecosystem for
their development, both at *SCAPE and beyond. Lastly, *SCAPE ensures that youth have the
platforms and opportunities to express themselves through talent showcases and social
participation. *SCAPE’s four main areas of engagement are entrepreneurship, urban sports, visual
and performing arts, and community service.
Ticketing company Eventbrite has released the findings of research it recently conducted into the
attitudes Millennials hold towards live events. it took a sample audience of 1,001 British adults aged
18 – 45 and gave them a 10 minute online survey in April 2017.
Here are the findings relevant to our event:

1. Millennials believe that live events are essential for political change
2. Millennials choose music events based on more than just the music; for them attending is an
expression of what they believe in
3. Unlike Gen X, Millennials treat live events as a form of self-expression as well as self-
improvement
4. Despite their reliance on technology, Millennials are the strongest believers that face-to-face
interaction is the most impactful form of promoting positive change
27
6.4 Elaboration on chosen media outlets (traditional and alternative)
Traditional Media
1) Wanbao
Wanbao is an evening chinese newspaper produced daily with a focus on social stories, with a
particular focus on human interest and community stories. With simpler chinese, the newspaper
has a large pool of readers and is easy to enjoy and can appeal to our target audience. Wanbao
has had a growing number of readers since 2015. From 2015 to 2016, Wanbao readership for print
and digital combined, has increased by 118,000 readers to achieve a reach of 102,000 readers.
According to Nielsen Media in 2016, it was read by 8.2 percent of Singaporeans in 2016.
Meanwhile in 2017, the print version of Wanbao alone, had a reach of 321,000. In which
30% were 15-34 years old.
2) Straits Times (specifically the Life! section)
In 2017, The Straits Times was the most read English Newspaper locally, garnering a combined
reach of 28.8% of readers (aged 15 and above )daily for print and digital. Covering a diverse range
of topics, reagrding daily news, Straits Times’s Home (Most essential local news and talking point
stories) , Life! (Refreshing guide to living life fully) would be most applicable to the event.
Meanwhile the weekly features on Monday (EDUCATION / PEOPLE / HOME FOCUS) ,
Wednesday( COMMUNITY / TECH) and Thursday( SCIENCE / ENTERTAINMENT) could also
increase our outreach. Meanwhile regarding themed advertising, special supplements leveraging
on the coverage for Festivals could have allow for more “credible” testimonial as reporters work
with event organisers to cover the event.
3) The New Paper
Merging The New Paper with My Paper in late 2016, The New Paper is a free bilingual newspaper
combining both the strengths of the papers. Published from Mondays to Fridays, it covers a wide
range of news and 2 out of its 4 broad topics are highly applicable : news and lifestyle. Meanwhile
it’s Thursday Weekly feature on food could also be useful.
The sponsored series whereby the event partners the editorial team on themed content for added
credibility and trust would be useful. It has a wide reach of 595,000 print readers (distributed free
at MRT Stations) in which 1 out of 2 are 30-39 years old.
4) 987 FM
28
987 FM is the number one channel for youths playing the hottest and hits that top the
charts. With personalities popular among the youth, they relate well to the youth and
engage on social media, radio and fan events. It has a reach of 314,000 weekly (People
15+) in which its main target audience is youths.
Alternative Media
1) Timeout
Time Out Singapore is Singapore’s leading lifestyle and entertainment publication, posting about
nightlife, entertainment and the arts. It has a large expat and tourist viewership, hitting a high of
3,613,574 page views and 307,090 unique visitors. This is an increase of 122 percent page views
and 64 percent unique visitors since Time Out Singapore launched as a free publication in December
2015, amounting to an impressive 285 percent year-on-year increase. Their social media following
has also experienced a surge, increased by 37.5% (to 44,370) on Facebook, Twitter by 47% (to
49,900) and Instagram by almost 200% (to 14,200) since December 2015.
This cements Time Out Singapore’s reputation as the go-to destination for local and expat residents
to find out the best things to do, see, eat and buy locally, therefore a great choice for us to reach out
to a diverse and receptive audience looking for interesting and unique things to do in Singapore.
2) Goodyfeed
A local online magazine with a readership of 8 million pageviews and over 1.5 unique visitors every
month. As one of the biggest alternative media sites in Singapore, they aim to entertain readers with
news, listicles and editorials when they have free time.
They adopt a shareable and bite-sized concept for their content to relate to millennials.
3) Mothership
29
Mothership is a local media company and one of the largest digital platforms in Singapore that
attracts an average monthly visitorship of 5.9 million, with 60 percent of their target audience being
between the ages of 25 - 44. As of 2017, they’re seeing 195,000 page views daily. Mothership
connects readers through high-quality multimedia news and entertainment content which
encourages social sharing.
4) Bandwagon Asia
Bandwagon is the leading independent music media company in Southeast Asia, Singapore’s first
local music gig finder, aiming to deliver news, entertainment, and events happening in the region.
Their goal is to inform, educate, and excite readers about music in Asia. Bandwagon interfaces with
the entire cross section of the music industry- artists, labels, concert promoters, brands, venues,
and fans. From our work, they also aim to garner more interest in Singapore’s music culture from
people around the world.
We chose Bandwagon because it fits with Afterlife Music Festival’s brand, sharing the same target
audience of millennials and youth, along with our emphasis on alternative music.
30
6.5 Elaboration on chosen journalists for traditional and alternative media
Traditional Media
- Straits Times (specifically the Life! section)
- Wan Bao
- The New Paper
- 987 FM
- Channel 5
Media Journalist / Editor Section Incharge Explanation

Name
The Straits Times Akshita Nanda Arts Correspondent She writes arts related
(Lifestyle) lighthearted pieces
and is highly likely to
give our festival
positive coverage,
Wan Bao 陈诗雨 Diverse range of She will be able to

Chen Shi Yu articles but in charge inject authenticity in
of Columns and her writeups about the
Views festival, falling in line
with our image, also
appealing to our
bilingual audience.
The New Paper Melanis Tan Singapore, Music, She is not one to shy
Fashion away from
controversial subjects,
and an edgy out of the
box music festival
would be right up her
alley.
987 FM Sonia Chew Entertainment - “The Sonia is a beauty and

Bright Side” fashion junkie who is
adventurous, bold and
bubbly. She takes on
a solo morning drive
time show, The Bright
Side (6-10am) on
987FM, Singapore’s
number one radio
station for the youth.
Channel 5 Youtiao666 - See below Appendix
31
6.7, pages 37-43
Alternative Media
- Timeout
- Goodyfeed
- Mothership
- Bandwagon Asia
Media Journalist / Editor Section Incharge Explanation

Name
Timeout Sofiana Ramli Online Editorial As the Online editorial

assistant, Sofiana
covers anything from
local music (Local
music acts to look out
for in 2018) to events
all across Singapore,
to think pieces
targeting millennials or
hip people looking for
something fun to do in
Singapore.
Goodyfeed Annette Anthony Lifestyle She often focuses on

trends, as well as
writes articles on tips
and tricks relevant to
millennials (10 Ways
to ‘Cure’ Hangovers
the Next Morning).
Mothership Belmont Lay Entertainment/Editoria Belmont often writes

l sensationalized or
“clickbait” headlines
on his articles. Being
an editor of
Mothership, his work
revolves around pretty
32
much anything that
involves Singapore.
Bandwagon Asia Daniel Peters Festivals and Profile As the editor of

Bandwagon Asia,
Daniel Peters
regularly covers music
related events such as
what to watch, eat,
and do at festivals (St
Jerome’s Laneway
Festival, Neon Lights
Festival) and does
profile stories on
international and local
artists and musicians
of alternative genres
(Fleet Foxes, Incubus,
Wormrot).
His bio is a reflection
of his writing- “putting
the ‘fun’ in funeral”
33
6.6 Elaboration on types of social media chosen
Social Media Platform Why This Platform Was Chosen
Facebook Facebook is the top social media platform amongst those who
are aged 15+ in Singapore. This statistic shows the number of
Facebook users in Singapore from 2015 to 2022.
With a reach of 20% of those
Facebook has 4.1 million users in Singapore out of which 20%

are 13-24.
Instagram The number of connected consumers in Singapore using

Instagram has been steadily growing year on year, up to 63%
from 51% in 2014.
It is the country with the 3rd most number of instagram users in

the region
Among its 1.9Million users (13 and above), 31% are 31-24.
Twitter The number of twitter users in Singapore has been on a steady

rise since 2014 from 0.4 to an estimated 0.5 million users in
Singapore
33% of Singapore uses Twitter.
Youtube According to Google Singapore and Kantar TNS, 80% of

Singaporeans prefer to YouTube to watch videos over other
platforms.
YouTube has a reach of 75% of the population in which 90% are

aged 16-34.
Google and Ipsos also found that attention to paid advertising on

YouTube is 84 per cent higher than advertising on TV and users
found it less intrusive than traditional TV. Internet users watch an
average of 2hours of YouTube video daily.
Spotify According to Spotify, Two out of five Singaporeans with internet

connection are streaming on Spotify.
Spotify is the third largest “radio station” in Singapore, especially

amongst those aged 15-64. Meanwhile, 15-24 year-olds see
Spotify as their go to “radio station”.
Spotify users are social influencers compared to traditional radio

listeners.
34
Tinder According to the Straits Times, Tinder has more than 91 million
downloads and 1.5 billion swipes every day.
In 2014, Tinder matched more than 12 million people a day.
According to the Department of Statistics In 2016, the percentage

of singles among 25 to 29 year old residents rose from 74.6% to
80.2% (males) and from 54% to 63% (females), between 2010
and 2015.
35
6.7 Elaboration on types of social media influencers chosen
1) YouTiao666 (Charlotte Tan and Michelle Lee) --
Ambassadors and Main duo
● Known to be edgy
● They are best friends which ties in with our campaign that falls within our theme of bringing
a best friend along (1 for 1) for National Bestfriend Day
● Social Media Influence:
○ Instagram followers: 66,419 Followers (Viral local comedy content producers)
○ Around 30K views per video on instagram
○ Facebook likes: 5,180
○ Facebook Followers: 5,230
● Collaborated with notable brands like Circles, Sephora, Lazada, Maybelline
● Relates well to millennial target audience (due to heavy association with “meme/edgy” and
bite-sized viral comedy)
● Guerilla marketing22 will be more effective due to them falling in line with our festival’s
brand and also their outreach
22
For more information on guerilla marketing, refer to action plan section 4.0, page ____
36
This is an example of a publicity stunt pulled off by Youtiao666 for the telco Circles.Life, going to
show they are not one to shy away from stunts and edgier marketing, making them the best fit for
our festival.
Engaging social media personalities/influencers like them and pulling off such a gutsy publicity stunt
isn’t common at all in Singapore, and many brands tend to stick to safer ways of creating hype. So
it will be a refreshing change for us to pull something similar using these personalities.
Tipoffs (pictured below) were first sent to major local news publications regarding them vandalising
an advertisement at Bugis before the reveal.
37
They are friends with numerous other influencers, such as Nathan Hartono and Preetipls.
This is crucial as having them as ambassadors also allows us to have invaluable
connections, widening our reach.
38
2) Rosalyn Lee (Rozz)
● Also known to be one of the more edgier personalities

● Hosting Skills : Ex DJ on Lush 99.5 (fits into alternative music theme along with pushing for
a more positive perception on local music as Lush 99.5 was a indie music station and the
only one that) and 987.
● Viral local content producer :
○ Host on clicknetwork show “Rozz Recommends”
○ Relates well to millennial target audience as seen as cool and recommends in-trend
fads, hobbies and things to do.
○ Instagram followers : 79.2K
○ Around 10,000 views per video on Instagram
○ Average 360 followers on Instagram increase per day
○ Facebook Follows : 44,356
39
3) Sonia Chew
● Known for her wit and bubbly personality

● Hosting skills :
○ DJ on 987Fm “The Shock Circuit”
○ Emcees at large events
○ TV personality
○ Instagram followers: 88, 993 followers
○ Average increase of 41 followers per day and 1230 followers per month
○ Frequent media upload: 43 posts on instagram in 30 days
40
4) Xiaxue (Wendy Cheng)
Xiaxue is arguably Singapore’s most famous blogger and online television personality who writes
about her life, fashion and local issues in a provocative style. Her main blog, which attracts about
50,000 readers daily, has won prestigious blog awards and earned her
sponsorship deals, as well as stints as a columnist and TV show host, but
some of her posts have sparked national controversies.
● Viral local content producer :
○ Youtube Subscribers : 225,481
○ Total Youtube Video Views: 23,730,544
○ Average increase of 51 daily views, 1524 monthly views
○ Host on Click Network Show “Guide To Life”
○ First famous blogger in Singapore
○ Instagram followers: 604,106 followers
○ Facebook likes: 421K
○ Facebook Followers: 414K
41
5) Preetipls (Preeti Nair)
Preeti Nair, more commonly known as Preetipls on social media, is known for posting short viral
comedic and satirical videos on Instagram and Facebook. She has high engagement amongst
youths, even being nicknamed the “new queen of the internet” as an up and Coming Viral Content
Producer. She is also friends and frequently collaborates with our main ambassadors, Youtiao666,
making her ideal to promote Afterlife Music festival in a bite-size comedic way
○ Youtube : 3383 Followers
○ Average followers increase of 6 daily and 165 monthly
○ Instagram followers: 8,075
○ Average followers increase of 17 daily ,
510 monthly
○ Facebook likes :19,757
42
6) Dee Kosh (Darryl Koshy)
Dee Kosh has been reigning as one of Singapore’s most loved and viewed YouTube personalities
since 2010. He is also a 987 DJ and current DJ at Power 98 FM. He is often outspoken about local
current affairs and gossip in his videos in a comedic way which will make him a great fit as he isn’
one to shy away from something more controversial either.
○ Youtube : 264,775 followers
○ Average Instagram posts: 39 posts monthly
○ Instagram followers: 117,099
○ Facebook likes: 134K
○ Facebook Followers: 137K
43
6.8 Inspiration/References for Afterlife Music Festival
Level 1 (Hell) (Basement): Metal music

Festivals like Bled Fest and This is Hardcore
Level 2: Emo and Alternative Rock

Festivals like Riot Fest and Warped Tour
44
Level 3: Hip Hop
Festivals like Brooklyn Hip Hop Festival and FYF Fest
Level 4: Indie Music

Festivals like Laneway, Coachella, PItchfork Festival, Reading & Leeds, SXSW
45
Level 5 (Rooftop)(Heaven): Pop and electronic music
46
6.9) Pre-festival action plan
Tier 1 - Attracting bands to audition & teasing festival (19 February to 18 March) :
1) Guerilla Marketing (Hearse stunt) (19 February - 25 February)
In line with our “afterlife” concept, a hearse would be hired and driven around Singapore’s heartlands
to inform bands of the audition and the festival. There will be throat singing music blasting from the
hearse to attract attention to the hearse, and banners plastered all over the hearse with visible
information on audition details. This will inevitably create buzz and maybe even some controversy
around the festival, setting the tone for our concept too. This will be done in collaboration with Grab,
whom we have chosen to be one of the main sponsors for the event.
Estimated Cost23: $300 for production of banners, equipmentt, hiring the driver - Grab will being
paying for rental
23
For more information on budget, refer to section 5.1, page 16 and Appendix 6.12, page 136
47
2) Posters for Auditions (19 February - 18 March)
Posters promoting the auditions for the event would be put up at ITEs, polytechnics and universities’
campuses to advertise the auditions and the festival to our primary and secondary target audiences. We
aim to continue creating conversation surrounding our festival with this.
Estimated Cost: $200 of printing and distribution
48
3) Electronic Direct Mailers (EDMs) (19 February - 18 March)
EDMs would be sent out to all students in tertiary institutes to inform them of the auditions and the festival
as well. This will continue generating interest around the subsequent revealing of the line-up for our
festival.There will be a call to action which leads to our website, along with the poster attached.
Estimated Cost: $0
49
4) Audition and selection period (18 - 25 March)
Judges:
David Tan of Electrico, a veteran pop rock Jai Hardcore, lead vocalist and guitarist
and indie Singaporean band formed in of Singaporean Hardcore Band Overthrowm
1996. Formed in 1996.
THELIONCITYBOY, popular Singaporean rapper.
Bands will be required to submit videos of them performing

popular hit songs in their own rendition, based on what genre
they play. A panel of judges compromising of music fans (of
various genres) and veterans (stated above) will then choose
the finalists through a voting process. This ensures and
promotes that the bands fall in line with our message and
objectives. Finalists will be notified via email.
50
Tier 2 - Line-up Reveal and Sale of Tickets (19 March to 1 June)
1) Publicity Stunt - Youtiao666 falling out (25
March - 1 April)
Michelle and Charlotte of YouTiao666 will be
staging a public fallout over different tastes in
music and they will fight on social media
(through Instagram live, Instagram posts and
emotional videos). The two of them will be
branded as an angel and demon separately to
tie in with ou tagline “From Heaven to Hell, we
push boundaries”. Furthermore, this falls in
line with when our festival is held (8-9 June),
on Best Friend Day. Other social media
influencers will choose a side to support by
commenting on their fallout. The fallout will be
broadcasted and documented on Instagram
live and YouTube, which will act as teaser for
advertising our festival to our primary target
audience.
Estimated Cost: $9000 (total to hire Youtiao666)
51
Other social media influencers such as Rozz,
Sonia Chew, Xiaxue, Preetipls and DeeKosh
would also be roped in to take sides during the
fallout. These social media influencers are
selected based on their popularity and how
“controversial” they can get.
52
2) Earned media: online alternative news (25 March - 23 March)
Tip-offs and exclusive content for their public fallout will be sent using an anonymous email account
to various sensational alternative news sites like Mothership, Hardwarezone, Coconuts SG, etc to gain
media coverage and buzz amongst our primary target audience. This will spark conversation and
pique curiosity amongst a wider pool of Singaporeans.
53
3) Social Media Reveal (2 April - 6 April)
The conflict between Youtiao666 would end in a resolution in which they

bond and make up over a blend of the music genres at Afterlife Music
Festival, hence bringing about the music aspect of festival. All the public
social media fighting will lead up to the festival and line-up reveal right
when our target audience’s attentions are still being held. Pictures of the
line-up and festival poster will also be posted across social media
platforms by our chosen influencers who have taken part in the fall-out.
54
4) Bus stop advertisements (9 April - 22 April)
The bus stop advertisement would be portrayed like a tombstone and the inscriptions on the tombstone
would be names of all the bands that will be performing during the music festival. The bus stop ad
would be strategically placed the bus stops in front of Bugis Village and *SCAPE, both attracting high
volumes of youths and millennials, our target audience.
Estimated Cost: $12,525 [Half of the cost will be sponsored by Grab (originally $150,100)]
Pictured: Reference to the Halloween Horror Nights Bus stop advertisement, the names on the
tombstone will be of our line-up instead.
55
5) Alternative media: online news coverage (19 March - 6 April)
Inevitably, all the above publicity stunts will garner online news coverage. We will pay these sites, as
stated above, to promote and write articles on the line-up and reveal of our festival. These articles will
also include common misconceptions of music festivals, along with generating interest and buzz for
Afterlife Music Festival is it is branded as more of a boundary-pushing experience for our target
audience to step out of their comfort zones. These articles will then be shared by interested people on
social media, creating a ripple effect of advertising.
56
Tier 3 - Increased focused promotion of Afterlife Music Festival (6 April to 8 June)
1) Media kits (9 April - 15 April)
Our selected traditional and alternative media sites would be sent media kits regarding the music festival. The press kit
would be a package that resembles a paper suitcase, ones used as an offering to ancestors during Chinese prayer
rituals. The paper box would entail a press release and poster on the music festival, which will be printed on paper that
resembles joss paper. It would also include a pair of tickets to the festival, paper ingots and various joss paper items.
The ticket would allow them to come for the event, and to cover the music festival.
57
2) Traditional media - newspaper advertisements (16 April - 27 May)
Our selected newspaper outlets will be sent a news release promoting how our festival aims to be a
boundary-pushing experience, getting Singaporeans out of their comfort zones with the different
music genres we offer, activities and even food. In addition, we are buying advertisement spaces,
namely Creative Buy quarter page ad on print, IMU on their desktop site, and mobile scrollers and
on-article videos on their mobile version. This will target our primary audience to promote this one-
of-a kind festival.
58
3) Traditional media - radio and spotify advertisement (30 April - 4 June)
Keeping in line with our heaven to hell afterlife theme, a 30-second radio commercial will be
produced 987FM would be advertising for Afterlife music festival during the Friday Evening Drive
Time (EDT) twice - during the start and end of the EDT. It would a 30-second script that includes
details of the festival and the line-up, read in a morose tone, somewhat like reading a eulogy but still
in a light-hearted manner.
The same advertisement will be played on Spotify, with the aim to generate buzz and also interest
for our festival, further establishing our unique theme amongst these youth-centric music platforms.
Reference: “Funeral” by the critically acclaimed and award winning film director, Yasmin Ahmad,
and commissioned by the Ministry of Community Development, Youth and Sports "MCYS".
59
4) Traditional media - TV advertisement (14 May - 20 May)
Similar to our radio advertisement, we will produce a TV commercial, starring our festival ambassadors,
Youtiao666. The theme is similar, the setting being a funeral and having one of them read a eulogy.
The message and subject of the eulogy will start of somewhat ambiguous but the twist at the end will
reveal that they were mourning the death of traditional music festivals. With this, we aim to debunk
common misconceptions of music festivals, as stated in our objectives, and promote this new one of a
kind boundary-pushing experience that is Afterlife Music Festival. This 30-second advertisement will
be aired 4 times on Channel 5 during their night slot.
60
5) Social Media: Instagram, Twitter, Facebook, Youtube (9 April - 8 June)
61
Drawing closer to the dates of the festival, our social media platforms will fervently promote the
details of the music festival, the sale of tickets etc. on our three main channels, Instagram, Twitter
and Facebook. Our chosen social media influencers will also be promoting our festival. This pushes
the audiences who have been witnessing an onslaught of campaigning efforts to take action and
prompt them to purchase tickets attend the festival. With the increasing number of posts on our
social platforms, we hope to also engage the audience through the sharing function as well, thus
allowing our festival to be spreaded throughout social media. We will be posting all our television
and radio advertisements on all platforms as well to reinforce and allow people to share it, reaching
a wider audience.
62
6) Tinder Account (9 April - 8 June)
A tinder account will be set-up to promote our music
festival, instead of just typically buying an advertising
spot on the dating app. This is a more tongue-on-
cheek approach of engaging with our target
audience. The account will be promoting the festival,
along with the line-up. Anyone who matches with this
account will be able to directly ask questions about
the festival, or the person in charge of running the
account will further promote our objectives by
dispelling misconceptions of music festivals in the
conversation or emphasising how we aim to push
people out of their comfort zones.
Estimated Cost: $750 (person to maintain account)
63
7) Second bout of Bus stop advertisements (14 May - 27 May)
Now that our line-up has been firmly established, we will be placing a second round of different bus
stop advertisements. As the festival takes place around the Seventh month, we will make use of this
eerie theme and create a bus stop ad featuring figures that will protrude out of a white screen when
someone walks past it. This will garner media attention, and the attention of our target audience as
they share pictures of it on social media. We will still be advertising at the same bus stops (Bugis
Village and *SCAPE).
Inspiration and references for our advertisement, from Halloween Horror Nights
64
8) Online listicles (21 May - 27 May)
We will pay our chosen alternative media sites to write sponsored listicles or clickbait articles about our
event. Such as “10 Misconceptions Singaporeans have of Music Festivals” or “5 Kinds of Singaporeans at
Music Festivals” or “You Won’t Believe How This Music Festival is Pushing Boundaries!”. This serves to
reinforce our message and our objectives to our Millennial target audience in a bite-sized and attention
grabbing manner, while promoting our festival as their dates draw near.
65
6.10) Festival action plan
Level 1(basement):
Genre: Hell (Metal and punk)
Bands:
DAY 1
Wormrot Radigals
Hollow Threat Villes
Exhibitors Deceased
66
DAY 2
Losing End Witchseeker
Marijannah State of Pain
67
I, Devotion Tides
Food and Beverages:
Food:
Caterer: The Orange Lantern(Vietnamese caterer)
http://www.orangelanterncatering.com.sg/about/
Description: The Orange Lantern offers delicious dishes: high quality products and traditional
recipes are definitely the key of the Vietnamese restaurant success. The Orange Lantern
exclusively prepares halal Vietnamese food. Singapore offers you a great choice of Halal
restaurants, nevertheless this is not so easy to find a Halal Vietnamese restaurant.
DAY 1
Dishes Images
Spicy Pho
68
Balut
Insects on Sticks
Grilled Lizard
Kem Chuoi ( Banana ice-cream or frozen banana)
69
DAY 2
Dishes Images
Pig’s Blood Soup with rice
Chả rươi - Sandworm Cakes
tinh dầu cà cuống

(Belostomatid - Water Bug)
70
Snake meat
Chuoi sap luoc (Boiled Vietnamese plantain)
Beverages:
Caterer: Mixes from mars
- Specially catered themed cocktails, such as Absinthe cocktails/shots (Absinthe Bohemian -
Green fairy, Blue fairy, Red fairy, Black fairy) and seven deadly sins & the devil.
DAY 1 & 2
Drinks (Alcoholic) Images
Black Fairy
71
Red Fairy
Blue Fairy
Green Fairy
72
Seven Deadly Sins
(Shots of hard liquor - Tequila, Whiskey,
Vodka, Gin, Rum, Jägermeister, Sambuca)
Drinks (Non-Alcoholic) Images
Zombie Frappe
Baby Vomit Latte
Activities:
DAY 1 AND 2
Flash / Airbrush Tattoos Bobbing Apples
73
Tarot card reading Ouija board
Booths:
DAY 1 AND 2
Band Merchandise Metal Fashion (spiked bracelets and bags

etc)
74
75
Level 2:
Genre: Emo and alternative rock
Bands:
DAY 1
Subsonic Eye Xingfoo & Roy
Forests Long Live The Empire
Morning Martians Tapestry
76
DAY 2
FXTRT Amateur Takes Control
Terrible People False Plaintiff
This is Atlantis The Intimate Friends
77
Food and Beverages:
Food:
Caterer: Pasta Fresca Da Salvatore
Description: At Pasta Fresca Da Salvatore, we are proud to serve hearty Italian meals in
Singapore that will satisfy your cravings and will leave you coming back for more. Using only the
finest ingredients imported from trusted sources in Italy, we prepare fresh and wholesome pasta
and cuisine according to genuine South Italian recipes and serve you with true Italian hospitality.
DAY 1
Name Image
Squid Ink Pasta
78
Cheese platter
Grissini Parma Ham (Breadsticks wrapped

in Ham)
Filetto Di Salmone (Grilled Salmon)
79
Charcoal Gelato
DAY 2
Name Image
Cannelloni Ricotta E Spinach (Rolled

pasta sheets with ricotta and spinach
filling)
80
Crocchette (Potato sticks)
Vongole Alla Pescatora (Clams sauteed in

olive oil, garlic, parsley and white wine)
Cheese Platter
Squid Ink Macarons
81
DAY 1 & 2
Bloody Mary
Black Widow
Moonlight
82
Walking Zombie
Russian Roulette
83
Midnight Mint Frappe
Vampire Frappe
Activities:
DAY 1 AND 2
Meet & Greet
84
Booths:
DAY 1 AND 2
Band Merchandise Radio Tents (987 Fm)
85
Level 3:
Genre: Hip hop
Bands:
DAY 1
Mediocre Haircut Crew Intriguant
AE$OP CA$H YETI
Alyph Sleeq Lineath
86
DAY 2
Mickeyleano Fariz Jabba
Wyane Hausley MC RAJA
87
REQ Young Spice
88
Food and Beverages:
Food:
Caterer: 21 Sliders
Description: 21 Sliders is a succulent new approach not just to burgers but to the way food is
served to the masses. Combining a variety of home grown and western flavours served in a jam
packed, explosive mini slider presents itself as a new way of defining fast food.
DAY 1
Name Image
The Oriental Whiplash
89
The American Cheese
Crispy Chicken Drumstick
Long Fries
90
DAY 2
Name Image
The Dirty Standoff
The 421
91
Crispy Chicken Drumstick
Long Fries
92
DAY 1 & 2
Heineken
Budweiser
Jager Bomb
93
Strongbow Cider
Virginia Black Bourbon (Drake’s Whiskey

brand)
Amazing Race (Loser receives a disgusting

shot)
94
Cafe Latte
Java Chip Latte
95
Activities:
DAY 1 AND 2
Carnival Activities
Booths:
DAY 1 AND 2
Band Merchandise Hip Hop fashion
96
Level 4:
Genre: Indie
Bands:
DAY 1
Sobs Cosmic Child
Sub:shaman Obedient Wives Club
Handsome Girl Stopgap
97
DAY 2
Sphaeras M1LDL1FE
Faux Pas Supersect
Adir Kaisan and the Cosmic Owls T-Rex
98
Food and Beverages:
Food:
Caterer: Nara Thai Malisa Premium Vegetarian Catering
Description: Voted as one of Thailand’s best restaurants since 2006, Nara Thai Singapore serves
up age-old recipes with the highest quality ingredients to provide a truly authentic Thai experience.
At Nara Thai, you’ll taste the best of Thai upscale home cooking while enjoying your meal in a
sleek, contemporary restaurant.
DAY 1
Name Image
Pomelo salad
Tao Hoo Tord (Fried Tofu with tamarind

dip)
99
Kao Phad Samunprai (Thai herbs blue
fried rice)
Ma Khuer Yao Phad Kra Pao

(Stir-fried Eggplants with Black Beans and
Hot Basil)
Vegetarian
Mango Sticky Rice
DAY 2
Name Image
100
Yum Ma Muang
(Green Mango Salad)
Poa Pia Tord

(Deep Fried Thai Spring Rolls)
Phad Thai
(Stir-fried Thai style noodles)
101
Kaeng Kiew Wan
(Green Curry with Thai Eggplant and
Assorted Vegetables)
Vegetarian
Vegetarian
Thub Thim Krob

(Thai Red Ruby in Coconut Milk)
DAY 1 & 2
Avocado Toast Cocktail
102
Brisas Garden
Caribbean Coco
103
Herbal Stone Fruit Prosecco Sangria
French 75
Floral Old Fashioned
104
Tea Latte
(Savor your latte with the bright lavender notes
of Earl Grey tea or sip on a malty English
Breakfast Tea Latte, made from a select brand
of rich teas from India and Sri Lanka.)
Emperor’s Clouds & Peach Tranquility Tea

Blend
A peach-perfect green tea blend.
(Green tea with a smooth, peachy profile &

citrus-chamomile finish. Enjoy classic iced tea
flavor elevated with the complex sweetness of
Emperor’s Clouds & Mist® and the floral peach
and citrus notes of Peach Tranquility®.)
Youthberry & Mint

A delicate white tea blend inspired by
superfruits.
(This fruit-forward fave is blushed by açaí berry

and hibiscus and blended with candied
pineapple, mango pieces and apple.)
Activities:
DAY 1 AND 2
Yoga Tent Live ASMR (Autonomous Sensory Meridian

Response)
Autonomous sensory meridian response
(ASMR) is a term used for an experience
characterised by a static-like or tingling
sensation on the skin that typically begins on
the scalp and moves down the back of the
neck and upper spine.
105
Booths:
DAY 1 AND 2
Crystal Booth Vintage Clothing
106
Level 5(rooftop):
Genre: Heaven (pop and electronic music)
Bands:
DAY 1
Yeule (DJ set) TOMGIRL
Linying .gif
Of Methodist Attagirl (DJ Set)
107
DAY 2
MYRNE (DJ set) Jasmine Sokko
Pastelpower Jude Young
108
EATMEPOPTART (DJ Set) Sofklo
Food and Beverages:
DAY 1 (Muchachos)
Name Image
Barbacoa Taco
(lamb)
Carne Asada Burrito

(Steak)
109
Camarones (Shrimp Salad Bowl)
Super Nachos
Flan
(A flan is an open, rimmed, pastry or
sponge base, containing a sweet or
savoury filling.)
DAY 2 (Muchachos)
Name Image
110
California Burrito
Pollo Asado (Chicken Quesadilla)
Pescado (Fish Salad)
111
Carne Asada Fries
Sopapillas
DAY 1 & 2
The Golden Unicorn
112
Angel’s Delight
Bellini
Blue Heaven Martini
113
Cherry Blossom Highball
Seventh Heaven
Unicorn Frappuccino
114
Starbucks Ombré Pink Drink
115
1) Grab collaboration (8 June - 9 June)
On both days of the festival, we will engage Grab, a ride-hailing service, to come down to *SCAPE to send
our patrons home. Every patron of the music festival will be entitled to a $5 off their Grab fares. This is also
done in line to promote safe drinking, as alcohol would be served at the event. With the ease of availability
of Grab at the festival after the event and the voucher, we hope that patrons would readily choose to hire a
Grab driver to send them home safely.
116
2) Social Media (Instagram, Twitter, Facebook, Periscope, YouTube) (8 June - 9 June)
There will be constant live updates on the festival being posted on these various platforms. These includes
posts, livestreams of sets, infographics, and set timings. This is done to showcase our festival actually
pushing boundaries and also our diverse music scene and activities. This will also generate online buzz,
resulting in attracting a wider range of people to attend the second day.
Our attendees will also inevitably be posting videos and photos on their social media, resulting in free
promotion.
117
3) Radio (8 June - 9 June)
Radio booths from 987 will be set up to provide live coverage. Popular radio personalities like Sonia
Chew will be present, interacting and engaging with our attendees. This furthers generate hype and
buzz surrounding the festival.
118
4) Newspapers and Alternative News Sites (8 June - 9 June)
As journalists from our chosen news outlets have been invited to the festival in our media kits, they
can provide live coverage of our event, generating buzz and collecting information for a subsequent
positive review.
119
6.11) Post-Festival action plan
1) Social Media (10 June - 15 June)
Posts thanking our attendees, bands, caterers, and booths will be posted post-festival. Recap videos and
photos taken during the festival by a hired photography and videography team will also be posted, and
attendees can tag themselves if they recognise themselves.
Our attendees are also encouraged to post their own photos, using our hashtag #AfterlifeMusicfest and at
the *SCAPE location to share their favourite memories. We will be reposting our favourite pictures on our
account.
120
2) Newspaper write-up (10 June - 12 June)
Our chosen media sites will write reviews and articles about the festival, reinforcing our message and
objectives. By then, all misconceptions about music festivals and local music should be debunked and
our message reinforced to our target audience.
121
3) Alternative news site coverage (10 June - 16 June)
Similar to the above news outlets, alternative media sites may choose to package their reviews
uncoventionally, such as through listicles or photo galleries or video content.

122
4) Surveys/polls (11 June - 17 June)
We will conduct a post-festival online survey sent out via EDM to all our festival attendees. Through
this, we will find out of our message and objectives have been successfully achieved among our target
audience.
Estimated cost: Free
123
5) Focus Group (18 June - 22 June)
We will conduct a small focus group at *SCAPE, consisting of our primary and target audience. The
objectives for the focus group remain the same as our survey.
124
6) YouTube wrap-up video (22 June)
Using footage from the festival and our survey and focus group findings, we will compile and release a short
festival wrap-up video recounting our success and the best moments. This allows our festival and message to
remain in our target audience’s memory, retaining our relevance and reinforcing our message and objectives.
This video will also be posted on our social media platforms and shared.
125
7) Ongoing Grab Promotion (10 June - 30 June)
Our Grab Promotion will continue until the end of June (30 June) as a token of appreciation for our attendees
and also to keep pur festival relevant with our target audience.
126
6.12 Detailed Budget
Tactic Item Cost Remarks
Social Media Manager $2,000 Maintenance of all

social media accounts
Website Website domain $20
Influencers Youtiao666 $9,000

Rozz $3,000
Xiaxue $6,000
$1,500
Preetipls
$3,000
Dee Kosh Total: $22,500
Creative designers $4,250 To design logo,

collaterals, media kits,
etc
Audition Judges $200
Guerilla Marketing Grab x Hearse $0 Hearse will be rented

by Grab, one of our
possible sponsors
Posters $200
Media Kit $1,170 Includes tickets
Newspaper Creative buy $40,000 4 features over 2

advertisement IMU months
Mobile Scrollers
In-article videos
Bus stop B09059 (*SCAPE bus $25,050 6-sheet over a month

advertisement stop) Half of the cost will be
B01113 (Bugis Street) sponsored by Grab
(originally $150,100)
Radio advertisement 987 FM $33,000 EDT

Spotify
TV advertisement Producer $3,000 6 spots on Channel 5

Director $4,000
Scriptwriter $1,500
Film crew $7,000
Actors $2,000
Youtiao666 $0
Spot buy $18,000
Total: $45,500
Venue *SCAPE $0 *SCAPE is holding

this event
127
Set Designers $5,750
Festival Crew Ushers; general crew $120,000

Security
Medic crew
F&B Catering $30,000
Bands $0 The bands will

perform for free in
exchange for free
publicity and
networking and full
day VIP passes
Festival decorations/ $6,000

Stage
Equipment $19,000
Film and photography $6,000 Half of the cost will be

crew sponsored by Grab
(originally $12,000)
Merchandise $7,000
Polls/Surveys $0
Focus Groups $500 10 people
128

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INTRODUCTION TO PUBLIC RELATIONS

PLANNING PROJECT REPORT

Tutorial Group: T209

1A) Executive Summary……………………………………………………………….………..Page 2

2.0) Research: Primary + Secondary……………….…………….……………….…………..Pages 2-4

3.0 ) Strategy……………………………….……………………..………………...…...……..Pages 4-9

4.0) Action Plan…………………………………..……………………………….……....…...Pages 9-14

5.0) Timeline/Implementation…..………..………………..……………………..…..……....Pages 14-16

6.0) Appendix……………………………………………..…………...…..…….…….……...Pages 17-129

2.0 Research: Primary + Secondary

2.1 Problem Identification/Statement (Target Audience)

Secondary Target Audience – Local Bands

The Straits Times Akshita Nanda Arts Correspondent (Lifestyle)

Wan Bao 陈诗雨 Diverse range of articles but in charge

The New Paper Melanis Tai Singapore, Music, Fashion

987 FM Sonia Chew “The Bright Side” - Entertainment

Channel 5 Social Media Star featured: Channel 5

Timeout Sofiana Ramli Online Editorial

Goodyfeed Annette Anthony Lifestyle

Mothership Belmont Lay Entertainment (Editor)

Bandwagon Asia Daniel Peters Festivals and Profile

Youtube Audiovisual promotion is needed to make an impression amongst our tech

Social Media Influencers6

Dee Kosh Dee Kosh is an established YouTuber in Singapore, making entertainment

3.3 Action Strategy

3) Electronic Direct Mailers (EDMs)

2) Traditional Media - Radio11

4) Alternative Media - Online News

3) Traditional Media - Radio

4) Traditional Media - Newspaper

5) Alternative Media - Online News

2) Traditional Media - Newspaper and Alternative Media - Online sites

2) Posters (19 February - 18 March)

3) Electronic Direct Mailers (EDMs) (19 February - 18 March)

4) Audition and selection period (18 - 25 March)

Tier 2 - Line-up Reveal and Sale of Tickets (19 March to 1 June)

2) Earned media: online alternative news (25 March - 23 March)

3) Social Media Reveal (2 April - 6 April)

4) Bus stop advertisements (9 April - 22 April)

5) Alternative media: online news coverage (19 March - 6 April)

Tier 3 - Increased focused promotion of Afterlife Music Festival (6 April to 8 June)

2) Traditional media - newspaper advertisements (16 April - 27 May)

3) Traditional media - radio and spotify advertisement (30 April - 4 June)

5) Social Media: Instagram, Twitter, Facebook, Youtube (9 April - 8 June)

6) Tinder Account (9 April - 8 June)

7) Second bout of Bus stop advertisements (14 May - 27 May)

8) Online listicles (21 May - 27 May)

2-Day Afterlife Music Festival (8-9 June)18:

Outside *SCAPE Getai Singers Same as Day 1 - - Ticketing

Level 1 (Hell) Wormrot Losing End Food:The Orange Flash/Airbrush Band

Level 3: Mediocre Haircut Mickeyleano Food: 21 Sliders Carnival games Merchandise

Level 4: Sobs Sphaeras Food:Nara Thai Yoga tent Crystal booth

1) Grab collaboration (8 June - 9 June)

2) Social Media (Instagram,Twitter, Facebook, Periscope, YouTube) (8 June - 9 June)

4) Newspapers and Alternative News Sites (8 June - 9 June)

Post-Festival Wrap up (10 - 30 June)19

2) Newspaper write-up (10 June - 12 June)

3) Alternative news site coverage (10 June - 16 June)

4) Surveys/Polls (11 June - 17 June)

5) Focus Group (18 June - 22 June)

7) Ongoing Grab Promotion (10 June - 30 June)

Social Media Manager $2,000

Creative designers $4,250