Client: NTUC Club
Manifesting the Brand on its Silver Anniversary
Business Issue: In conjunction with its 25th year anniversary, NTUC Club wanted to reinforce the value proposition of NTUC Club to stakeholders and the public, in addition to the celebratory activities.
Process: Before its official celebration, we conducted an internal Brand visioning workshop to discover and align the brand value proposition. This focus launched a year-long campaign to reinforce the brand’s key proposition of advocating WELL BEING through FUN and created special moments for all to bond through the various entities.
An anniversary logo was created, and applied to business cards, polo tees, and advertisements. Working with the marketing and communications team, we designed the campaign which was executed on site, at entitles, through social media, culminating in a mini exhibition showcasing 25 years of Fun. Mobile ads on buses were advertised to bring the festivities on-ground to people.
Results: From a brand perspective, the value proposition of NTUC Club was delivered clearly and enable greater brand visibility and loyalty. From a PR perspective, the brand saw returns from the media coverage of the activities.