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This campaign was proposed to NTUC U-Live in order to promote Walk for Wellness 2020.
This campaign earned 3rd place. I was involved in coming up with the key messages, making mock-ups and designing social media posts for media techniques, and conducting past and target audience research.
By: Megan Beth Simon, Muhammad Yazid, Ameet Sandhu, Sanjiivy, Alfiah Rahman
Brief given:
To raise awareness for NTUC U-LIVE's Walk for Wellness
Key Message #1: We can spend more time bonding with our family members while keeping fit at Walk for Wellness.
Key Message #2: Now that Circuit Breaker is over, let’s spend time reconnecting with each other in person.
Key Message #3: Together we beat Covid-19, together we can keep fit and lead healthy lives!
Past Research:
Flyers and Mail Drops are NOT EFFECTIVE as they are inconvenient and people do not pay attention to them.
Our BIG Idea
“Walking Together, Fostering Bonds”
Target Audience:
55-year-old Singaporeans who have a 2-3 generational family. Preferably already have an NTUC membership.​
MARKETING STRATEGY:
Social Media Posts
- Posts showing elderly doing fitness-related activities that people may not expect of them
- Make use of hashtags like #ULiveHealthy
Influencer Posts
EDMs
- Mailed out to all NTUC U-Live Members and everyone on NTUC's mailing list
AR Filter
- For Facebook and Instagram stories
- Depicts situations that are fun and exciting
Social Media Advertisements
- Facebook and Instagram sponsored posts
Banner Advertisements
- Advertisements will be on the NTUC website
Social Media Competitions
- Hosted on Facebook
- Participants come up with a hashtag for Walk for Wellness
- Top 3 most creative answers will win NTUC vouchers and an OTO Spinal Support
Whatsapp and Telegram Channels
- Will be used to give updates on the Covid-19 situation
- Can be turned into a place where U-Live members can voice feedback and get updates on new perks of the membership
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