Phase 3 of “What’s your cut?” Campaign – Institutional visits by D Truck
Objective of Campus Event
The purpose of the campus event is to generate word of mouth publicity among the targeted audience and to continue the hype that was created with usage of Jay Park and the Start Up campaign.
The campus event will be spread across 2 weeks, with the aim to visit 10 tertiary institutions in Singapore, namely all the polytechnics and universities. Each campus event will be expected to last a day each individual institution.
The event will be separated into different segments:
- Teasers
- Runway
- Cut Selections
- D-truck
- Miscellaneous Events
- Fashion Advisors
- Billboards
Teasers
To increase the awareness of the event before the actual date, details of the event will be published in the second and third issue of magazine advertisements (Phase 1). Event details will also be published on the Denizen SG Facebook page. To further increase the hype before the actual event, stand-alone posters will be erected in schools and there will be liaising with the school’s management to allow teaser emails to be sent out to the student population a few days before the event.
Runway
A fashion runway show will be used to kick start the event. 6 Asian models (3 guys, 3 girls), each donning the different cuts of jeans that Denizen offers, along with Denizen tops. They will be gracing the runway in a fashion catwalk. Main idea of having this segment is to highlight that Denizen designs their jeans with the Asian body type in mind.
Cut Selection
Next part of the program will have the emcee take to the stage, interviewing a fashion advisor on the type of cuts suitable for each body type and how to utilize the various cuts to accentuate their contours and to hide their flaws. The key idea behind the catwalk is to educate students in campus of the various cuts available and which body type the cuts are suitable for.
D-Truck
A container truck, called D-truck (to tie in with the Denizen brand) will be used as a mobile platform which will be driven to the various schools. The container will transform into a photo studio with one side covered with a glass panel. Students participating in the event will be given advice by a professional fashion advisor on the cuts of jeans suitable for their body types. The idea of having a photo studio is to encourage participants to stop dreaming and start doing, which is in line with Denizen’s Manifesto marketing campaign. Participants will then take to the photo studio to have their pictures taken by a professional photographer. They can choose to take group or individual shots, individual shots will be then entered for Denizen’s Facebook competition. Individual shots taken will be uploaded on Facebook and the best looking student model for each school based on the number of likes clicked on the photo posted on Facebook will be chosen. The best model from each school will come together and compete for the top prize.
Knowing that students would be reluctant to go through the trouble of fitting on a pair of jeans and to take photos, a $40 voucher will be given to anyone who participates in the event. In order to generate the online hype during the course of the event, students participating in the event will be asked to “check in” at the event site through their Facebook account.
Side Events
Samples of jeans will also be displayed and fashion advisors will be stationed around the displays, to give students visiting the event personalized information on the cuts of jeans they are suitable for and at the same time, further strengthening the brand association that Denizen’s designs are specifically targeted at Asians.
Informational billboards with various fun facts about jeans and also the various designs will be set up around the event area to keep students occupied before or after the runway show. This will also serve as a contact point for students to read if fashion advisors are too busy advising others.
Event Layout
Phase 4 of “What’s your cut?” Campaign – Denizen’s Facebook Competition
Objective of the Facebook Photo Competition
Following the campus tour with the “D Truck”, there will be a photo contest via Facebook with the photos taken during the event. This is aimed to sustain the buzz that was generated during the campus tour as well as to drive traffic to Denizen Singapore’s Facebook. Denizen Singapore will be a new Facebook page just for her Singapore audience so as to provide more engaging, relevant and localised content.
Interaction via Facebook
The photos taken during the tour will be posted on Denizen Singapore Facebook and sorted according to the tertiary institution. For each photo posted, it will be tagged to indicate the cut and style of the jeans that they are wearing. Students will have to visit Denizen Singapore Facebook fan page to ‘Like’ it first before tagging themselves in their photo. They will then have to get their friends to ‘Like’ their photo. One student, from each institution, with the most number of ‘Likes’ for their photo will stand to win $100 Denizen voucher and $50 cash as prizes. In addition, this student will be one of the ten local ambassadors for Denizen. Taking all the tertiary institutions into consideration, an overall winner with the most ‘Likes’ for his/her photo will chosen. He/she will get to win $300 cash/voucher and a headphone set from Sony.
After obtaining the database of target audience through this event and post-event photo contest, we aim to engage them through Facebook posts indicating the latest jeans trends that are worn by celebrities as well as people off the street.
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