CITIBANK-SINGAPORE MANAGEMENT UNIVERSITY
Corporate Social Responsibility
(Citibank-SMU Financial Literacy Fiesta)
Content development / copywriting
The media strategy was to select key media like Radio Class 95, Straits Times, Facebook, Google Display Network for visibility. The visual anchor geared towards exuding a vibrant atmosphere to attract attention with a corresponding copy that piqued interest.
Both Citibank and SMU collaborated to launch a financial literacy programme to impart financial education to the general public.
The collaboration needed an agency to create awareness and draw traffic to a weekend Fiesta which comprised workshops, games and loads of fun.
With no shortage of events happening every weekend in Singapore, the general public is spoilt for choice. The pre-weekend advertising spaces on various media are typically crowded to draw traffic to events and different forms of engagement by various brands. Standing out in the crowd is a challenge.
DELIVERING AS PROMISED
The campaign generated 3 million impressions on Facebook with 15,000 click throughs on the ad. On Google Display Network, there were more than 12 million impressions with about 10,000 click throughs, whilst the InMobi mobile network has 750,000 views and about 16,000 click throughs.
The radio ad featured voiceovers from radio DJ Jean Danker and Edmund Yong inviting the public to the weekend event and played on Class95FM which had a listenership of about 800,000 weekly listeners. The print ad appeared in the Straits Times reaching 1.6 million readers.
About 5,000 members of the general public attended the event over the weekend.