ASIA SQUARE // PROPERTY // 2011 |
CASE 'Take a break from the city, in the city' Food & Beverage Launch (Silver Effie Singapore 2012) BACKGROUND Asia Square is a Singaporean office building with a great Food Garden. |  Asia Square |
Before Asia Square launched its Food Garden, office workers had to have their meals at sweaty Lau Pa Sat hawker center or restaurants in underground links.
In Asia Square's Food Garden they can enjoy their lunch in a lush, calm environment.
 CBD area >> not that great for a lunch |  Lau Pa Sat >> Too hot & too many people. |
 Asia Square Food Garden pic 1 |  Asia Square Food Garden pic 2
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IDEA
When compared to the usual lunch hour hangouts, Asia Square's Food Garden feels like a daily mini getaway.
So we built our launch around that notion. We marketed the Food Garden like we would sell a holiday resort that offered 1 hour holidays in the city.
Our tag line: Take a break from the city, in the city.
A series of print & poster work to promote 'Your Everyday Mini Getaways'
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 The booth | ACTIVATION: EVERYDAY MINI GETAWAYS CONCIERGE To increase awareness of the Food Garden, we set up a Banyan Tree style Mini Getaway Concierge booth next to the busy Raffles Place MRT station. The booth was manned by spa staff. There people could get free massages and refreshing wet towels & water. It was the break the working crowd needed and it made them receptive to loyalty cards, maps and coupons that came with our giveaways. |
 Masseurs at work |  Promoters |
FACEBOOK CONTEST: TURN YOUR MINI GETAWAY INTO A BALI HOLIDAY When people arrived in the Food Garden, there was a photography booth. It was a contest where people could turn their mini getaway into a Bali holiday. People's photos were updated to the 'holiday album' app on the Food Garden Facebook page. To take part in the draw, they simply needed to tag themselves in the photo and ask for their friends to vote them. |  |
 | The Food Garden's 'Everyday Mini Getaway' concept was easy to work into the smallest touch points such as their loyalty cards. |
Creative team: Antti Toivonen (Creative Director), Maurice Wee (Creative Director), Isaac Ho (Copywriter), Dennis Goh (Art Director), Elyn Ong (Account Manager), June Wee (Account Director)
