1. 25 July 2013
SoLoMoThursday.com
facebook.com/SoLoMoThursday
linkedin.com/in/solomothursday
youtube.com/user/SoLoMoThursday
twitter.com/SoLoMoThursday
solomothursday.eventbrite.com
SoLoMo Thursday
Hafiz Saleh
Social Media Analyst
Techsailor Group

2.  M.A.D. School has, arguably, the world‟s smallest open house.
 We turn classroom into a chic New York style digital art gallery
featuring the world‟s first indoor and outdoor stop-motion
projection mapping of D&AD award-winning student work and
other award winners
 Technically challenging piece.
 Powerful, high-lumen outdoor projector used beamed projections
on a special hologramic paper to enable viewing a distance away
(all the way to Clarke Quay).

3. Another Dimension concept
It‟s where you discover far more interesting things. Viewed
through the right lens, another dimension appears. The diploma
is the only one that adds another dimension to your creativity
and strategic thinking. Meaning you won‟t see things the way
others do. Projection mapping added another dimension to the
award-winning student work. The technically challenging work
piqued the interests of the digital creative community.

4. The strategy
The Opening Reception
The Open House campaign was a highly digital one to break away
from traditional mediums the other schools employ.
We held an opening reception for prospective students, creative
and design industry players.

5. 2C3DAD (short for 2-Colours, 3-D, Another Dimension) DM
• Sent to invitees, prospective students and trade partners
• 3D glasses with interchangeable lenses so they see elements in
different perspectives in line with “Another Dimension”.
• A CTA urged them to RSVP via a multi-screen mobile Facebook app
called „idimensioner‟.

6. • Brand / event awareness
• RSVP
• Leveraging social media
• FB app brings in third party software or functionality
• Data capture

7. • Multi-screen mobile Facebook app called „idimensioner‟.
• Once on the Facebook App, registrants capture
themselves via the photobooth app built into
„idimensioner‟.
• Upload to be a part of our projection mapping display,
both indoor and outdoor.

9. Mobile video content creation & virability
 World‟s smallest open house
 First indoor and outdoor projection mapping

10. ‘Glocal’ seeding on 50+ global social media and sharing sites/blogs/forums
such as:

11. Featured on

12. EDM and database activation

14. Total budget = $3000
Creative / production = 4 people
842 attendees over a month
180% jump in sales leads
100% brand awareness (never had an open house!)
462 guests uploaded their photos via idimensioner to be featured in
projection mapping

15. A Decade of Creating the Brightest Bulbs

16. Insights

17. • M.A.D. School‟s 10-year anniversary.
• Early 2013, they embarked on a digital-centric branding.
• Digitally engage lecturers, students, alumni, associates, industry
partners and even prospective students who aren‟t aware of
digital approach and to launch new corporate identity.

18. Strategy

19. Multi-screen mobile video content
• Eyebrow-raising stunts that create mobile video content for M.A.D. TV:
video platform that showcases video campaigns seeded across social media
platforms glocally.
• Hope outrageous stunts have higher PR and viral value viral, without paid
media.
• To truly celebrate a decade of creating the brightest bulbs, we filmed at
hotspots where the brightest bulbs are.
• Gatecrashed a live football match between Home United FC and Albirex
Niigate FC at Jalan Besar Stadium, Helix Bridge, Esplanade, Boat Quay and
Orchard Central.
• Video introduced new corporate identity of "Thinker First. Creative
Second.”

20. DM, Video on AR

21.  Video uploaded and viewable on Layar Augmented Reality App.
 Prospective attendees receive credit-card sized flat bulb in DM pack.
 Instructions on downloading the Layar app via their smartphone.
 Scan propped-up bulb via the app to launch AR video

23. Facebook |
Engagement via Layar AR, RSVP via Facebook App
 Facebook button at the end of video on AR brings them to
FB app „The Brightspotter‟.
 RSVP by lighting up an unlit bulb.
 When celebrating a decade of creating the brightest bulbs,
we need pretty bright ideas.
 Post event, we cut final video to seed glocally.

24. EDM &
Database activation

27. Total budget = $4000+
Creative / production = 6 people
243 attendees, reaching 78% of our target audience
100% attendees launched AR video and RSVP-ed via FB App

28. Featured on

29. Brought to you by:
QUESTIONS?
PAGE 29
• Kim Lee
[E] kim@kimwillrule.com
• [FB] kimwillrulle
• [IN] kimwillrule
26 Sept 2013

30. PAGE 30
SPEAKER : Henrik Alexander
Head of Brand Advertising (SG
&HK), InMobi
October 24, 2013
SUCCEEDING WITH
ADVERTISING & BRANDING
ON MOBILE DEVICES
26 Sept 2013

31. PAGE 31
SoLoMo Thursday Gala Night
November 2013
26 Sept 2013

32. Sponsorship
Contact SoLoMo_Thursday@techsailor.com for more details.
Partners Platinum
Sponsors
Featured
Monthly
Promoters
Voucher
Sponsors
Companies looking
to promote on our
channels.
Large MNCs with
new products to
launch.
Retailers / FMCGFellow Tech
Companies.
PAGE 3226 Sept 2013

33. Lucky Draw
PAGE 33
** S$20 off Voucher**
26 Sept 2013

34. Thank You Kim
PAGE 34
Brought to you by:Brought to you by:
26 Sept 2013