THE PROPOSAL

The Team:
Lisa, Hidayah, Jannah,
Natasha & Putri

Stage
one
two

The Situation
Proposed Ideas

three

Budget

four

Timeline

five

Evaluation

WHAT YOU WANT

Demonstrate
Moderate
Impact
Compelling

Goods/services that are affordable to the public

The high cost of living

Lives of a broad segment of Singaporeans

Capture their hearts and minds

KEY MESSAGE
NTUC Social Enterprises Big Value Bag moderates cost of living for
Singaporeans via an array of attractive offers that is not only affordable
but also of good quality

AUDIENCE PROFILE
Brandon is a 25 year old fresh graduate.
As he is still studying and working parttime, Brandon has a low income and often
finds himself burdened by his education
fees.
In his free time, Brandon goes on digital
media.

AUDIENCE PROFILE
Cindy and Tim are white collar professionals in their early 30s. They are
parents of two primary school children and they live with Cindys
parents.
With the rising cost of living, they find it a struggle to support their
family.
They frequently get their source of news and entertainment from digital
and traditional media.

CONSUMER INSIGHTS
Im insecure about my current personal savings. How much can I get
out of it in future?

Im worried I am unable to handle the expensive medical bills

Im worried about bringing up my kids in the years to

come

 Diversity in goods/services
StrongSTRENGTH
brand awareness
Well-established in Singapore

Target audience consume both

traditional
OPPORTUNITIES
and digital media
Wider reach and frequency

People view NTUC as only a

WEAKNESS
supermarket

Other Competitors:
Daily Essentials: Sheng Siong
Education & Learning:
THREATS

MindChamps preschool
Health & Wellness: NCSS
Financial Protection: AIA

OUR PROPOSED IDEAS

OPTION A

YOUTUBE
ADVERTISEMENTS

15 Seconds YouTube ad
Series covering every aspect

A typical day at NTUC FairPrice

Lady A pays for her groceries

Reveals both ladies paid for the same for

different amount of items bought

Lady B comes with trolley filled with FairPrice housebrand products

Lady A being shock at the difference in prices

Big Value Bag logo

Scene shows a cup of kopi from a few months

Scene shows a cup of kopi now

90

90
Reveals prices for both coffee

Big Value Bag logo

YOUTUBE COLLABORATION
ClickNetworkTVs Foodporn series is
hosted by Irene Ang
Irene visits one of the Foodfare
outlets and reviews a dish
Special episode with her children
In conjunction with SG50 : Cheap local
dishes
$50 Foodfare vouchers giveaway
ClickNetworkTV is the 2nd most subscribed
channel with 118.5M views
Series: Foodporn

REWARD CARD

Buy any house brand products &

earn points
Collect points for different prizes
Prizes include: Kitchenware set

TWITTER AD

TWITTER AD

FACEBOOK AD
Big Value Bag. Made for Singapore
ntucenterprise.sg

Bringing you greater

value, made to make
life better! Enjoy the
benefits for NTUC
products and services
today.

OPTION B

CONSIDER FURTHER
YOUTUBE COLLABORATIONS

WAHBANANA
#1 Most subscribed YouTube channel in Singapore
YoutTube: 534,826
Facebook: 130k
Twitter: 6,746
Instagram: 44.9k

NIGHT OWL CINEMATICS

#3 Most subscribed YouTube channel in Singapore
YoutTube: 374,518
Facebook: 46k
Instagram: 93.4k

TREEPOTATOES
#5 Most subscribed YouTube channel in Singapore
YoutTube: 306,902
Facebook: 33k
Twitter: 4,440
Instagram: 33.7k

CONSIDER FURTHER
BLOGGER COLLABORATIONS

MR BROWN
Lifestyle
Facebook: 23k
Twitter: 183k
Instagram: 16.7k

CHERYL TAY
Healthh & fitness
Facebook: 16k
Instagram: 10.6k
YouTube: 337

CHUBBY HUBBY
Food, kids, travel & style
Facebook: 1,887
Twitter: 3,355
Instagram: 3,676k

GERI TAN
Food, cooking & lifestyle
Facebook: 908
Twitter: 63
Instagram: 938

CHEEKIEMONKIE
Travel & parenting
Facebook: 9,876
Twitter: 449
Instagram: 2,067

SOCIAL MEDIA CAMPAIGN

20SGD Cooking Challenge
Cook up a meal for a family of 5
Post an image along with the receipt,
with the hashtag #20SGDCOOKS
Criteria:

1st place - $250 NTUC fairprice vouchers

2nd place - $150 NTUC fairprice vouchers
Consolation (3 places) - $50 NTUC Fairprice
vouchers

Healthy dishes
Most number of Likes
Within $20
Hashtag must be present
At least 1 main and 1 side

BUDGET

YouTube Ads
Production
$3,000

YouTube
Collab
$300
Prizes
$700
Social Media
Ad
$1,000

OVERVIEW

Sept

Oct

YouTube collab teaser

YouTube ad

Social media interaction YouTube ad

Social media competition
Social media ad
Social media interaction

Social media ad

Nov

Dec

YouTube collab release YouTube ad

YouTube ad
Social media interaction
Competition judging Social media ad
Announcement
Social media interaction
Social media ad

TIMELINE
September

October

Inform nuggets of useful info

Trivial facts about NTUC Enterpriss
Services
Teasers on upcoming competition
Release of Then vs Now

2 times a week

One month long Facebook

competition
YouTube collab teaser

4 times a week

3 times a week (prime time)

At least 1 photo a week

5 times a week (prime time)

Once a day

TIMELINE
November

December

Judging month for competition

Announcement of winners (1st half
of Nov)
Release YouTube collab

4 times a week

Release of 15 second YouTube ad

Information of BVB

2 times a week

5 times a week (prime time)

Once a day

3 times a week (prime time)

At least 1 photo a day

EVALUATION
Media Monitoring

Survey

Print and broadcast

Online
Social media
and new media

Gather feedback
from target audience

Statistics
Number of
submissions for
competition
Number of shares,
likes and retweets
on social media

THANK YOU

CONTRIBUTORS PAGE
Item/Name of
student

Name of
student

Name of
student

Name of
student

Name of
student

Research

Lisa

Natasha

Putri

Jannah

Storyboard

Putri

Jannah

Natasha

Lisa

Timeline

Jannah

Lisa

Natasha

Putri

Evaluation

Lisa

Social Media
Campaign
Blogger
Collaboration
YouTube
Collaboration
Social Media
Ads
Reward Card

Jannah

Lisa

Natasha

Hidayah

Natasha

Putri

Putri

Natasha

Jannah

Putri

Putri

Jannah

Lisa

Name of
student

Putri