PR Individual Assignment II

We will be selecting two PR objects previously featured in Part 1, and recreating them.

The change will include either a change in visual, change in content writeup, change in format, category, platform, or a change to tap into a different public.

We will also be producing a softcopy mockup of the recreated object.

First PR Object

Ikea - Man Lives In Ikea

Why have I decided to change this object?

By changing the campaign to become of a global scale, while it will require a large effort and planning, it will not have additional or heavy costs on Ikea as Ikea will already have all the aspects needed for the campaign, and do not need to spend on additional materials.

By having influencers live in Ikea for a week on a turn-by-turn basis, Ikea not only benefits influencers by letting them produce new and interesting content, but because of these influencers, Ikea will be able to enjoy long-term, constant media publicity from these influencers. If there is good feedback from these influencers and our target audience enjoy the campaign, it is also possible to create a TV programme that interviews influencers around the world who are part of the campaign to talk and share their experience.

What have I changed?

I changed the campaign scale to not only be based in new Jersey, but to increase it to a global scale, involving the largest Ikea outlet of every country, and invite local influencers to be part of the campaign, and spend a week living in Ikea, and sharing their experience. To better spread the awareness of the campaign and boost the effects, I have also included television as one of the platforms the campaign will run on, involving a television programme that will interview influencers who are living in Ikea for that week across the globe, and document their antics and experiences.

What are the factors that have led me to decide on this final version?

One key reasoning why I have decided to recommend a global campaign that will involve local influencers over a long period of time is to prove to customers that Ikea will forever be the go-to place for household furniture because Ikea will always bring about a fresh experience. Ikea have been around for a long time, and have since seeded itself to be the most popular furniture brand. However, with age comes a worry that Ikea may be perceived as old-fashioned by the younger generations, or that Ikea will experience brand eroding due to customers finding Ikea to be boring. By implementing this campaign and inviting influencers to live in Ikea, customers and audience can see Ikea from a 360 degree angle, have better impression, and have better idea of what they want to look for when buying furniture, helping them have a better impression of Ikea, as they will know Ikea will always be a unique experience, and yet provide solutions for their needs.

Additionally, by running a television programme, the message of the campaign that Ikea will forever be the go-to place for furniture, and will never be old-fashioned, will be conveyed even stronger. And if the programme is well-recieved, Ikea may even grow and eolve to become a strong part of a consumers' daily life.

Softcopy Mockup

Television Programme - The Ikea Man or Man Lives In Ikea

7PM - Feature and introduction of Influencers Of The Week living in Ikea

7:30PM - Discussion/Forum with Influencers about their experience

8PM - Review and narrative of antics and interactions between influencers and customers.

9PM - End

Influencers will be informed prior to the programme on the direction of the discussion so that there will be better focus during the show, such as getting them to focus on the variety of styles of furnitures available, what they are contented with, as well as what they like about the Ikea store. They are also encouraged to use localised language, e.g. Singlish, when speaking so as to be more casual, and more localised in that sense.

Second PR Object

Alibaba - Winter Olympics Advertisement

Why have I decided to change this object?

Alibaba does not have any advertisements that specifically target Singaporeans yet. While Alibaba has market share in Singapore from its subsidiary brands such as TaoBao and AliExpress, but Singaporeans do not have a strong impression of Alibaba, or may not even have heard of it.

What have I changed?

Previously, Alibaba did event sponsorship, sponsoring the Winter Olympics, and one of their advertisement was focused on Kenya's Ice Hockey Team. What is impactful was that Kenya does not experience winter, and thus Ice Hockey is not possible in Kenya. But the group of young people did not give up, and used alternatives to substitute Ice Hockey elements to train, and eventually got into the Winter Olympics.

Now, I am changing the event sponsored to the local Singapore League, and the character highlighted will be Fandi Ahmad, a local football legend, who is a household name amongst Singaporeans, and was once a professional footballer who even managed to beat Arsenal in a friendly match.

What are the factors that have led me to decide on this final version?

The main factor as to why I have decided to bring Alibaba to local events is because while Alibaba is one of the world's top 10 most valuable company, it is not experiencing enough brand loyalty or brand awareness, with customers being more aware of its subsidiary brands such as TaoBao and AliExpress. As such, Alibaba must make an effort to seed itself into localised culture to encourage increased brand loyalty and awareness.

For Singapore, S. League is a national pride, as we are a small country but we managed to establish our own local professional football league, and being on par with other Asian football associations. The S. League is supported by many Singaporeans, with many local football legends being a household name, such as Fandi Ahmad, David Lee, Nazri Nasir, Coach Choo, and even Fandi Ahmad's son, Irfan Fandi, has become a name that many Singaporeans will know whether or not they watch S. League because they will still take notice of the S. League because it is a national pride, national culture, similar to that of the Kallang Wave.

Softcopy Writeup

Storyboard

Opener

"The very first time I saw football, it captured my heart."

At this point, viewer's attention will be captured as they think, "yes, that happened to me as well. What are they trying to show? Let me keep watching to find out..."

We aim to establish a sense of relatability in our opener.

Problem Statement

Football in Singapore is a well-received sports, but not many Singaporean footballers are able to grow greatly due to lack of opportunities and infrastructure. Fandi Ahmad was lots of opportunities to play overseas, and was even the first Singaporean sportsperson to have career earnings exceeding a million Singapore dollars. He eventually returned to Singapore as he wanted to contribute to Singapore, even if it is hard. He aims to bring football in Singapore to greater height, aiming to lead Singapore to win the Sea Games. This resonates with Singaporean viewers, as it brings forth national pride and ambition.

Objective

The objective of this video is to effectively convey the message that "Alibaba empowers small businesses and young people around the world", and increase awareness and loyalty in Singapore.