This document outlines a marketing campaign to promote the ShowNearby app. The campaign uses various media channels including video, radio, and outdoor advertising. A key element is a virtual dating video that illustrates the app's features. A radio contest and LED pathways around the city are also proposed. Market research informed the strategy, which aims to increase downloads, brand awareness and showcase the app's shortcuts. An overall budget of $139,000 is allocated across multiple tactics over a 6 month period.

1. Client Pitch
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2. We Listen.
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3. We build meaningful
conversations.
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4. We create possibilities.
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5. We build brands.
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6. Friday, November 18, 2011

7. LESTER
WUNDERMAN
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8. LEADING GLOBAL
#1 DIGITAL
DIGITAL &
AGENCY IN
INTERACTIVE
SINGAPORE
AGENCY
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9. #1 Direct/CRM Marketing Agency
Worldwide (2010)
AWARDS
#2 on Advertising Ageʼs Stand-out
Agency List (2011)
Cannes Lions International
Advertising Festival: Direct Grand
Prix (multiple)
International ECHO Awards (trio) -
Bronze, Silver
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10. WHY WUNDERMAN?
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11. CLIENTS
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12. IF YOU’RE DIGITAL, WE KNOW YOU
BEST
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13. EXPERIENCE
INSIGHTS
MEASURABLE
RESULTS
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14. We maximize
your efforts.
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15. MARKET
INSIGHTS
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16. TARGET GROUP
Smartphone Users aged 18-35
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17. RESEARCH STUDY
CONSUMER MODIFIED PROPOSITION
PERCEPTION ZMET VALIDATION
SURVEY STUDY STUDY
SHOWNEARBY “DIRECTIONS” SHORTCUTS
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18. SURVEY
Consumer Perception Survey
Functional 63%
Innovative 14%
Fun 11%
Cool 8%
Exciting 4%
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19. SURVEY
Consumer Perception Survey
What was the main reason behind using SNB?
Promotions 12%
Directions 28%
Information 8%
I was bored 11%
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20. ZMET
“Directions”
15 participants
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21. ZMET
“Directions”
15 participants 10 photos
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22. ZMET
“Directions”
1-1
Interview
15 participants 10 photos
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23. WHAT RESPONDENTS PICKED
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24. EASE
OUTCOME
CONVENIENCE SPEED
SHORTCUTS
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25. PROPOSITION VALUE
ARE SHORTCUTS
IMPORTANT TO
YOU? YES
NO 86%
14%
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26. Everyone wants a shortcut in life.
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27. Everyone wants a shortcut in life.
ONLINE RADIO OUTDOOR
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28. OBJECTIVES
❐ Drive user downloads
❐ Illustrate new features
❐ Increase brand awareness
❐ Increase brand recall
❐ Increase Facebook likes
❐ Illustrate Must-Tries and other functions
❐ Illustrate promotion features
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29. THE VIRTUAL DATE
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30. THE VIRTUAL DATE
Media
YouTube
Overview
Go on a date with a hot girl/guy and let ShowNearby
show you the shortcuts to the best places in town.
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31. STRATEGY
Spread Youtube video through Facebook page
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32. STRATEGY
In Singapore...
59%
of users fall
3rd
most visited site
within target after Google
age group and Facebook.
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33. VIDEO DEMO
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34. CHOOSE YOUR
DATE!
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35. [SIGN UP PROCESS]
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36. Friday, November 18, 2011

37. WHERE TO FOR
LUNCH?
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38. Friday, November 18, 2011

39. WHERE TO GET
ICE-CREAM?
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40. Friday, November 18, 2011

41. VIRTUAL DATE?
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42. RELEVANCE
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43. That’s so
convenient!
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44. Sex sells
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45. OBJECTIVES
❐ Drive user downloads
❐ Illustrate new features
❐ Increase brand awareness
❐ Increase brand recall
❐ Increase Facebook likes
❐ Illustrate Must-Tries and other functions
❐ Illustrate promotion features
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46. ON AIR
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47. Friday, November 18, 2011

48. ShowNearby ON AIR
Media
Radio (Class 95 FM, 98.7 FM)
Overview
Listeners stand chance to win
merchant-sponsored prizes by singing
the ShowNearby jingle.
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49. 1DJ INFORMS USERS TO DOWNLOAD SHOWNEARBY
PARTICIPANTS NAME “MUST-TRIES” OF THE DAY ..
2
3“
SING CHORUS OF JINGLE SUCCESSFULLY
I really want to know what’s near
ShowNearby shows me what’s near”
RADIO GAME
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50. TIMESLOT
$100
4-8PM 80 VOUCHERS
8-12MN WINNERS FROM
MERCHANTS
Mechanics
RADIO GAME
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51. WHY RADIO?
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52. 87.8% of
Singapore listen
to radio
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53. Yes I’m stuck.
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54. Yes I need a
shortcut.
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55. JINGLE
JINGLE PLAYED THROUGHOUT THE DAY
HYPE
BRAND RECALL
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56. “CREATE YOUR
SHOWNEARBY MV”
1 FACEBOOK
JINGLE UPLOADED TO FACEBOOK
USERS CREATE THEIR OWN MV
2
3 MOST “LIKES” WIN $1,OOO CASH 3
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57. Shortcuts!
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58. SHORTCUTS
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59. SHORTCUTS
L.E.D ME UP
Media
Outdoor
Overview
With Clarke Quay Central Fountain Square as the base,
L.E.D pathways will lead you to nearby amenities and
lifestyle places.
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60. LED PATHWAY
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61. SHORTCUTS
TRAVEL ME THERE
Media
Outdoor (MRT)
Overview
Giant iPhone cutouts to be placed at entrances and
exits of escalators and travelators
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62. ShowNearby provides shortcuts
STRATEGY
Travelators
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63. Everyone wants a shortcut in life.
SHOWNEARBY SHORTCUT
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64. Educational
ONLINE
tool
RADIO Brand
Awareness/
OUTDOOR Recall
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65. BUDGET
VIRTUAL DATE RADIO
VIRTUAL DATE RADIO
$10,000 $41,000
TRAVEL ME THERE L.E.D ME UP
TRAVEL ME THERE L.E.D ME UP
$48,000 $30,000
AGENCY
AGENCY
$10,000
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66. AGENCY
$10,000
TOTAL COST:
$139,000
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67. TIMELINE
MONTH 1
RADIO
MONTH 2
JINGLE FACEBOOK
VIRTUAL DATE CONTEST
MONTH 3
MONTH 4
SHORTCUTS
MONTH 5
MONTH 6
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68. Everyone wants a shortcut in life.
VIRTUAL DATE RADIO SHORTCUTS
User downloads
New features
Brand awareness
Brand recall
Facebook likes
Illustrate Must-trys
Illustrate promotions
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69. DON’T YOU WANT
A SHORTCUT?
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70. Creating impactful conversations
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71. Q&A
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72. Q&A
THE CAMPAIGN BACKGROUND
Objectives Our Awards
The Virtual Date Market Insights
Virtual Date Demo ZMET
ShowNearby On Air SUPPLEMENTARY
Jingle
Virtual Date (Live!)
L.E.D Me Up
Radio Jingle (Live!)
ShowNearby Shortcuts
LED Panel
Summarized Budget
Full Costing
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73. AHEAD
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74. Friday, November 18, 2011

75. Friday, November 18, 2011