1

Integrated Marketing
Communications
Campaign Proposal
For: Cathay Organization
From: Desvalidos
Team Members:
Erni Mulianie
Carlissia Kew
Nicole Gonzales
Putri Nurliyana
Timothy Sng
Yeo Jen Nie

All rights reserved 2015 Republic Polytechnic

CEC Media Lab

Content
Table of Contents

Page Number

1. Introduction
2. Situational Analysis
3. Target Audience Analysis
4. Communication & Key Message
5. Communication Tactics - IMC tools
6. Loyalty Card Details
7. Mobile Application
8. Budget
9. Timeline
10. Evaluation
11. Appendices

2 | Page

Introduction
The objectives of the campaign are to:

1. Increase awareness of Cathay loyalty card amongst youth (18

34 years old) to 10,000 by the end of the campaign
2. Generate 1,000 membership sign ups amongst the youth (18
34 years old) for Cathays loyalty card 3 months after its
launch
3. Convince 80% of youth members (18 34 years old) to use the
new loyalty card for minimum of 5 times a month by the end
of the third month after its launch.

3 | Page

Situational Analysis
Strengths:

Cathay Organisation has various subsidiaries

Facebook Followings
Established company
Existing partnerships with external organisations
It has its own malls
Cathays malls are popular with the youths

Weaknesses:

Weak Twitter and Instagram presence

May not be convenient for some
Most expensive tickets
7 Cinemas nationwide

Opportunities:

80th Anniversary
Continual increase in digital media and tech savviness
6 Hours or less spent on bonding with family

Threats:

Competitors:
o Shaw, Golden Village and Filmgarde
Privacy/Streaming
Consumer Needs:
o Do not need a card
o Prioritise convenience
o Golden Villages Mr Popcorn

4 | Page

Target Audience Analysis

Target Audience Analysis
Group A (18 - 26 year old):
- The will usually go online to follow latest trends
- They are involved in rising trend of piracy
- They aspire to achieve hopes and dreams (selfrealisation)
- The millennial generation
Group B (27 - 34 year old):
Has a long term planning in mind to save money for old
age.
Average salary: $3000
They are more inclined to the idea of 5Cs
o Condominium, Car, Cash, Country Club, Credit Card
They are fiercely ambitious as they grew up observing the
growth of Singapore

Communication Strategies and

Key Messages
Big Idea
B.F.F - Bonding Friends and Family
We want to focus on the fact that in this current time,
individuals from our target audience group have lesser time
spent with their families. As stated in a survey by Ministry
for Social and Family Services (MSF), 55% of the working
populations states that their job interferes with their ideal
hours spent with family.
Key messages:

5 | Page

1. Having a strong bond with your family and friends is

rewarding
2. Cathay offers all you need to be your ultimate bonding
place

Communication Tactics (IMC

Toolkit)
Pre-Publicity:

Media Release on Cathays corporate website

Social Media Promotion using Cathay Cineplexes accounts
Broadcast advertisement on TVs at Cathay
Bloggers as influencers and ambassadors
MD using Rebel database
Brochures available over the counter

Weekday Promotion:
Movie
Marathon
Monday

A marathon of their favorite film series every

Monday thats a public holiday or during the
school term breaks.
E.g. Fast & Furious, The Lord of the Rings,
James Bond, Mission Impossible, Toy Story,
Star Wars

Two for
Tuesday

Purchase a ticket using your BFF card and

treat a friend or family member to a movie!

Wind Down
Wednesday

Throwback
Thursday

Every last Thursday of the month, all-time

favourite movies will be screened at every
cinema. Loyalty card holders get free
admission; non-members have to pay $5.

6 | Page

$1 off any food combo and

$6.50 movie tickets AFTER working hours.

For card holders: Bring a non-member friend

and he/she will get a 50% discount. You will
receive 10 points.
Fast Track
Friday

For every non-card holder that you take with you

to the movies, you receive 5 points.

Instagram contest:
- Share a photo of you and your friend/family member and
tell us what you appreciate about him/her.
- Mention Cathay Cneplexes
- #cathaythanksbff
- Winners:
- Most Creative Photo
- Most Heartwarming Caption

YOUTUBE BFF SERIES:

(Start production date for EP 1: Youtube Montage on 10 June)

EP 1: YOUTUBE Montage:
- Going around CBD area + town to ask people about loyalty
cards and what they think about our loyalty card
- We will tell them what our card is about
- Will be played at the RP event on 10th July (have to be
uploaded on Youtube before event)
EP 2: RP BFF x HN Event Video:
- We will be filming the process of the event fast forwarded
- Interviewing of students

Ep 3: How well do you know your BFF?

-

Couch setting
A pair of BFFs (inviting teen celebrity figures i.e.
Naomi Neo, Jianhao Tan, The Sam Willows, Gentle Bones)
One white board each

7 | Page

- There will a set of questions asked regarding movies (two

rounds for each person)
- One wrong, one punishment by the other partner
- Example:
- What was your first movie together?
- What is her favourite movie?
- If she could choose one marvel character who would
she be?

Ep 4: 10 Movie Impersonations + Amazing Race teasers

- 10 Movie Impersonations: Local Style
TheMingThing)
- Cathay BFF Amazing Race teaser

(Can get

E.p 5: Cathay BFF Amazing Race

-

Held on a Sunday (Family/Bonding Day)

Main stage in Cathay Cineleisure atrium
Dee Kosh to host event
Participants can make up a team of four/five with either
friends, family or both
8 teams, with 1 celebrity team leader for each team
8 celebrities: Tosh rock, Noah Yap, Jian Hao Tan, Naomi
Neo, Michelle Chong, Suhaimi Yusof, Kumar, Shu An
Mini challenges
1-Hour-event

EP 6: 10 Types of Movie-Goers (Can get WahBanana)

- E.g. 1. The talk loudly-kind
- E.g 2. The everything also want discount kind (intro
the card and online app)
EP 7: 10 Ways to Use the BFF Loyalty Card (Can get Ryan
Sylvia)
- E.g. 1 Use it for F&Bs, Clubs (showcasing different
ways to use the card/hidden message)

8 | Page

Amazing Race:
Steps:
1. Meeting area will be on Cineleisure's main stage
2. Teams and their celebrity leaders get to know each other
and learn more about the BFF card
3. We will give them a clue in the form of rhymes to the
first location where the first puzzle piece is at
(Anywhere in or near Cineleisure)
4. The back of the puzzle piece will have another rhyme clue
that leads to the next place
5. Collect and keep each puzzle
6. Mini challenges that promote bonding - the team leader
will tell them the mini challenge every time they collect
2 puzzle pieces
7. When all 10 puzzle pieces are pieced, they will return to
the stage and be asked to list one benefit of the BFF
card
8. First team to list the benefit of the BFF card wins
Mini Challenges:
1. How well do you know your friend/family?
2. Push-ups with person on the back
3. Hand tangle game
4. Back to Back drawing
5. Fish for prizes
Prizes:
1st Prize:
5 Cathay Platinum Movie Suite tickets, $30 Cathay F&B voucher
and the Cathay Restaurant vouchers (30%), Loyalty Cards with
50 points each
2nd Prize:
5 free tickets, $20 Cathay F&B voucher and the Cathay
Restaurant vouchers (30%), Loyalty Cards with 25 points each

9 | Page

3rd Prize:
5 free tickets and the Cathay Restaurant vouchers (30%),
Loyalty cards with 10 points each
Consolation Prizes:
$10 Cathay F&B vouchers, Loyalty Cards with no value

RP BFF Horror Night @ Agora:

- A movie screening held @ Agora Halls on a Friday night, 5
- 11pm (Students can choose to go home whenever they
want)
- Hashtag #RPBFFHN and take photos to be uploaded on
Twitter and Instagram
- Students to bring their BFFs and food for a cozy
experience
- Setting: Dark room, beanbags, glow lights, scary
decorations
- Cathay BFF card booth sign ups ($2 Cathay F&B voucher +
BFF laptop stickers)
- RP F&B booths (Popcorn machine + drinks + pizza from
North Canteen)
- Movie screening set list to be given out before event
Schedule:
5pm - 6pm

Youtube BFF series screening, time for students

to get food, drinks and sign up for loyalty card,
get their movie marathon screening set list

6pm - 11pm

Movie marathon with 15 minutes break in between

every movie
* F&B booth will be open while items last & card
booth will be open all the way

10 | P a g e

Movie Choice:
Horror movies with a group of friends: A Nightmare on Elms
Street, Evil Dead, The Blair Witch Project
*There will be jump scares by students during the movies.
IMC Tools for #RPBFFHN:
Internet marketing (Social media platforms)
Twitter: @RPDMC, personal accounts
Instagram: @RPDMC, personal accounts
- Create suspense with #RPBFFHN
Personal Selling
Word of mouth, pulling in BFFs/friends (get DMC friends from
all years)
Advertising
Posters, flyers in the form of a popcorn with BFF logo (At
pillars, lifts)
Call to action: Bring your BFFs
Direct Marketing
EDM Blasts
Outdoor Advertisements
- Blood stained footsteps decor leading from the
entrance/north canteen to the agora halls
- Place the horror movie night posters along the way
-

Roadshows
-

Across all 5 polytechnics

Pushcarts/booths
Free popcorn upon signing up for the card
Photo booth

11 | P a g e

Loyalty Card Details

Name: BFF Card
- Physical card
- Stored value card
- Expire 3 months after the last spending.
ACTIVATION AND TOP UP
Pay $25, inside get $20 stored value (over counter)
Activate online
10 points for activation
Subsequent minimum is $10 for top up
Incentives: 1.5 times more points when they top up $50
Every $5 spent = 10 point
Customization available
Card benefits
Only Cathay Cineplexes offers.
Receive special offers through the point system:
100 Points = 1 free movie ticket of your choice
150 Points: popcorn or nacho combo
180 Points: 2 free movie tickets of your choice
1 Free movie ticket of choice per birthday
10% off all regular items

12 | P a g e

Signing up for the card

FOR PHYSICAL CARD:
1. Go up to the counter at any Cathay Cineplexes and request
to register for the card.
2. Fill up information:
Name, Email, Mobile Number, IC Number and Address.
3. You will get your card, as well as your login PIN &
activation code via SMS (user will be your NRIC)
4. Download the app, login using your NRIC and given PIN
5. The app will prompt you to change your PIN for security
reasons
6. You will be brought to the activation screen, tap
activate and type in the code when prompted
7. You can now track your card transactions using the app!
FOR E-CARD:
1. Download the Cathay BFF at the Google Playstore or App
Store
2. Apply e-BFF.
3. Fill up information:
Name, Email, Mobile Number, IC Number and Address.
4. Receive PIN and Activation code via SMS
5. The app will prompt you to change your PIN for security
reasons
6. You will be brought to the activation screen, tap
activate and type in the code when prompted
Optional:
7. You may go to the counter at any Cathay Cineplexes
outlets and receive a physical card upon presenting your
IC.

13 | P a g e

Mobile Application (BFF

Cathay)
Uses:

Check account balance

Check point summary
Track spending history
Receive updates on the loyalty programme and promotions
Make payments over counter via QR Code
Book tickets

Budget
Promoted Tweets

$2,000 p.er month.

$6,000 for the entire campaign
(These tweets will appear on the timeline of
our target audience and we can get online
traffic to our Twitter account. )

Amazing Race
Event

$25,000 for entire event

RP Event (Movie
in the Dark)

$3,000 for entire event

14 | P a g e

Timeline
10th June

Start of production for Youtube BFF Series (Pre-film Ep

1 - 7, except 2 and 5)

8th July

10th July

Launch date for Cathay BFF card and mobile

application.
Start of photo booth
Start of BFF promotions
RP Horror Movie in the dark
Start of Instagram contest
Premiere of our Youtube BFF Series Pre-filmed
episodes (Ep 1, 3, 4, 6, 7)
Start of school roadshows (End TBC)

24th July

Upload of Youtube BFF Series Ep.2 (Youtube Montage)

7th Aug

Upload of Youtube BFF Series Ep.1 (Cathay BFF Horror

Night event)

21st Aug

Upload of Youtube BFF Series Ep.3 (How well do you

know your BFF?)

4th Sept

Upload of Youtube BFF Series Ep.4 (10 Movie

Impersonations + Amazing Race teaser)

6th Sept

Cathay BFF Amazing Race

End of photobooth and Instagram contest

18th Sept

Upload of Youtube BFF Series Ep.5 (Cathay BFF Amazing

Race)

2nd Oct

Upload of Youtube BFF Series Ep.6 (10 Types of MovieGoers)

16th Oct

15 | P a g e

Upload of Youtube BFF Series Ep. 7 (10 ways to use BFF

card)

Evaluation
1. Increase in social media following on Twitter and
Instagram by 80%
2. Increase in revenue of more than $500,000 per year
3. Media mentions of loyalty card program by online and
traditional media
4. At least acquire 500 people in the loyalty program who
are using it more than twice a month

16 | P a g e

Appendices

BFF Card

BFF Card

Amazing Race Poster

RP Event BFF Horror Night

17 | P a g e

Monday Movie Marathon Poster

Two For Tueday Poster

Wind Down Wednesday Poster

Throwback Thursday Poster

18 | P a g e

Fast Track Friday Poster

BFF Loading Page

19 | P a g e

Homepage

My Account

BFF App Logo

Movie Booking

20 | P a g e

QR Code - Payment