My Best Pitch - Jul07

Who was the client?

Courts (Singapore).

What was the brief?

Create excitement and stimulate footfall for the pre-opening and opening of Courts Megastore.

What was memorable?

Normally the brief would have been ‘reasonable' but the timing of the opening in December was a big challenge.  We had to differentiate the Courts Megastore opening and rise above the noise against a spate of mall openings and the frenzy of the festive period during the same period of time. 

How did you pull it off?

The team worked very closely with the client to ensure the messaging to the media was absolutely precise.  Creative media pitches were tailored to different media and there was persistent and consistent media follow-up.

Who was there?

Minister from Prime Minister's Office Lim Swee Say was the Guest-of Honour and Kelly Rowland of Destiny's Child fame was at the ribbon cutting ceremony.

How did you create the buzz?

We organised a media sneak peek at a boutique hotel and showed the media what the Courts Megastore will look like when it's ready. The key concept areas of the Courts Megastore were brought to life with life-size backdrops and props. To create suspense, the media invite was a pair of binoculars with the view of the Courts Megastore from the viewfinder.

What feedback did you get?

The client was satisfied with the results and extent of media interest and coverage in all media covering the pre, during and post launch activities.

What were the success metrics?

Success of the campaign was measured by the media turn-out, messaging of the coverage, number and value of the media coverage.

What were the results?

Media coverage of the Courts Megastore exceeded expectations.

Is there anything you could have done better?

The work process and the execution were very effective.

Rachel Kooi

Account Manager

Batey Consulting