Tag: experiential marketing

Biggest Biscuit Bash

August 19, 2007 • Blog • 14 comments

Tired of the usual roadshows with pretentious promoters and inane entertainment? Here’s something novel for a change.

In an ingenious use of their product employing one of PR’s oldest trick, biscuit manufacturer Jacob’s recently hit the headlines with their attempt to build Singapore’s biggest biscuit sculpture. Their fabulous feat of food art sits on a platform measuring about 6 by 1.2 metres, with more than 24,000 biscuits from 13 varieties employed. Called Jacob’s Biscuit World, this event showed that biscuits can do a lot more than just stuff your stomach.

I caught some of the action yesterday at Bishan Junction 8 while meeting the Friends of Yesterday (pun unintended).

Autumn in Singapore?

August 11, 2007 • Blog • 10 comments

One of the things which I love about Jewel Box at Mount Faber (where you can take the cable car) is its decor. There are probably few leisure attractions in Singapore which pay as much attention or fervour to creating thematic zones as the Jewel Box. This is probably one of the reasons why they have been voted so frequently as one of the top attractions in Singapore.

While there recently to catch a cable car ride, I managed to shoot some photos of its golden brown splendour.

Perched high atop Mount Faber, the Jewel Box is a restaurant, cable car station, and pristine function venue all rolled into one. Here, you can see golden yellow and red leaves decking its facade.

Eating in Libraries

August 4, 2007 • Blog • 16 comments

While visiting Suntec City about two months ago, I stumbled upon this wood-panelled “library” which appear to hail from Victorian times. Furnished with dark wooden panelling, swinging “chandeliers”, railings and volumes of scholarly “tomes”, it seemed to be the perfect place for a quiet read.

Except that it was as noisy as a hawker centre (heck it is one!) and the only thing intellectual is the science that went into laksa gravy. Here are some photos of my culinary discovery in an experiential food court themed like a library.

This group of people doesn’t look like they are going to settle down with a quiet book in their hands. Notice the boxes of IT equipment being carried – newly gotten gains from the PC Show.

Get High on Heritage!

July 18, 2007 • Blog • 21 comments

Back again for the fourth year in a row, the highly popular Singapore HeritageFest 2007 (SHF 2007) is a key event on our cultural calendar. Happening 18 to 29 July at Suntec City Tropics Atrium and multiple venues around Singapore, the theme of this year’s celebration – “What’s Your Story?” – looks at getting everybody to think about the memories, stories, traditions and cultures that make us Singaporeans.

Last year’s extravaganza attracted more than 1.1 million participants. With so many things to see, do and experience, there are no reasons why this year’s event can’t match that. For newbies to heritage, I recommend you to check out the 10 things that you can do at the festival.

Thematic Toilets

July 3, 2007 • Blog • 10 comments

Anybody who has visited Great World City at Kim Seng Road in Singapore would have noticed its toilets. Painted in resplendent colours and themed to various countries around the world, they provide a nice respite (in more ways than one) to the otherwise drab and uninspiring experience of easing oneself. Its bathrooms are decked in designs and patterns hailing from Japan, Holland, Africa, Thailand and other regions.

The exterior of this Spanish themed gentlemen’s room looked fairly nondescript save for the painted bulls by the side.

Love & Attraction in the New Age

April 9, 2007 • Content Marketing, Public Relations • 7 comments

Paris Hilton – just a fad or an enduring icon in the age of attraction?

I have been reading Derrick Daye’s awesome blog for its unique branding insights and came across the idea of the Attraction Economy and its accompanying concept of Lovemarks. Both were created by CEO of Saatchi and Saatchi, Kevin Roberts.

According to Kevin,

“Human attention was the principal coinage of the Attention Economy; human emotion is what funds the Attraction Economy. Emotion is tough to nail down because its complexities are beyond measure. Just take that at face value. Our facial muscles can move in 10,000 possible combinations to reveal what we are feeling. The Attraction Economy is not “one hit and you’re it.” Attraction demands emotion, but emotion with purpose.”

7 As of Marketing Experiences

January 12, 2007 • Business and Management, Public Relations • 1 comment

Sprite Shower – a great example of experiential marketing (courtesy of Exact Drive)

How do you market a theme park, museum, or holiday resort? Do the traditional 4 Ps of Product, Price, Place and Promotion still work?

The answer certainly lies less in your marketing mix and more in what I’d call your Experience Mix.

Why Experience Truly Matters

February 28, 2006 • Business and Management • 3 comments

Recently, at the National Library, I learnt a couple of new things about the importance of experiential marketing from eminent professor Bernd Schmitt.

Let me summarize the key learning points for you.