Direct mail case study: Promotions Galore

Junction 8 launched a Chinese New Year campaign from 11 January to 17 February 2019 that was distributed through electronic direct mail, direct mailers, in-mall advertisements and digital media. Designed with a festive theme, the direct mailer highlighted more than 45 retailer deals, gift-with-purchase promotions and weekly festive activities. The mailer was distributed to an estimated 300,000 households in the Bishan, Serangoon and Thomson districts.

To garner top-of-mind recall, bright colours, patterns and models were used to shape the overarching design. Attractive gift-with-purchase promotions were strategically placed at the top of the mailer with call-to-actions that appealed to shoppers at Junction 8.

As part of the festive campaign, Junction 8 produced exclusively designed orange carriers and red packets in limited quantities, which were available for redemption by shoppers with a minimum spend of SG$180. The first 500 shoppers who signed up for CapitaStar – Singapore’s leading lifestyle and loyalty programme by CapitaLand – also received 5,000 STAR$.

To create more awareness and interest for the campaign, the mailer included attractive offers from retailers such as Aveda, Best Denki, BHG and Genki Sushi. The campaign was also promoted digitally via Junction 8’s Facebook page, website and digital media advertisers such as Eatbook.

Objective

To generate awareness for Junction 8’s Chinese New Year campaign and to increase mall footfall.

Target audience

Mainly residents who stay in the Bishan, Serangoon and Thomson districts.

Results

There was a 10% year-on-year increase in footfall and the mall also saw an increase in shoppers’ spend.

The writer is Evelyn Soh, centre manager, Junction 8.

The Direct Mail Case Study is brought to you by Marketing Magazine in association with SingPost.