Punggol Plaza: Santa’s Digital Upgrade Christmas Campaign

Case Study

A marketing campaign designed to appeal to children

How we helped a 2-man Managing Agent team run a successful marketing campaign that clocked record-breaking sales
Campaign ConceptCustom IllustrationsManaged PrintProps fabrication and installation
Campaign ConceptCustom Illustrations
Managed PrintProps fabrication and installation
Client + Challenge

The Assignment

Punggol Plaza is a small neighbourhood shopping mall managed by a facilities management team. Every year, they will organise a mall-wide Christmas campaign to boost tenant sales. We were tasked to help with the graphics presentation of the campaign.

Abundance Holdings Pte Ltd
168 Punggol Field
“Our previous campaigns look dated”

While the campaigns in previous years were well and without hiccups, we found that the graphics look dated. There was once, we found the same exact Santa at another mall! That was totally embarrassing for our team. This year, we are going a major refresh in our mall. So we wanted something different this year for Christmas.

The Solution

Step #1: Analyse the crowd

At first, we were approached to take care of the graphics. The team analysed the previous campaigns and compared against the shopper profile in Punggol Plaza.

The verdict:

  • The crowd is largely young family.
  • The design style were stuck in the 1990s.
  • Many designs and characters were easily found on free vector websites.

It became clear that previous campaigns look very dated.

Step #2: Zero in on current illustrations standards

The team agreed that watercoloring style illustration is widespread and visually appealing to children and adults. A logo is essential as a mark for every campaign, so we have to create one that is appealing.

Step #3: Create visually pleasing graphics that resonates

Using the insights from shopper profile and general trends, the team created customised characters and graphics to bring a great level of engagement with the audience.

  • Character design with interaction of the prizes that are given away
  • Character designs to guide audiences on the key games to participate in
  • A monopoly-styled boilerplate is created as a mark for the different collaterals

The Deliverables

At the end of the project, Punggol Plaza got:

  • Modern and unique marketing collateral that resonates with their shopper profile
  • Pre-launch visualisation for key touch point to be sure how it looks before production
  • Christmas tree setup where the marketing campaign and promotion is themed around.
  • Managed print and installation service of the campaign collaterals.
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    Festive DecorationIllustrationCampaign AdaptationDigital Assets GenerationMarketing Campaign Strategy

    Budget in SGD

    5K-10K10K-50Kmore than 50K

    Expected completion date: