GROWING SQUARES
| Client | ASIA SQUARE |
| Product | PROPERTY |
| Entrant | TBWA\TEQUILA SINGAPORE, SINGAPORE |
| Type of Entry | Use of Media |
| Category | Best Use of Magazines/Newspapers |
| Title | GROWING SQUARES |
| Product/Service | PROPERTY |
| Entrant Company: | TBWA\TEQUILA SINGAPORE, SINGAPORE |
| Advertising Agency: | TBWA\TEQUILA SINGAPORE, SINGAPORE |
| Media Agency: | PHD SINGAPORE, SINGAPORE |
| Credits |
| John Merrifield |
TBWA\Tequila Singapore |
Creative at Large |
| John Sheterline |
TBWA\Tequila Singapore |
Creative Director |
| Simon Chew |
TBWA\Tequila Singapore |
Creative Group Head |
| Mandy Goh, Alvina Seah, Sharon Tan |
TBWA\Tequila Singapore |
Account Management |
| Joanny Wong, Joanna Lim |
TBWA\Tequila Singapore |
Print Production |
| Amy Tan , Rene How, Derek Goh |
PHD |
Media Executive |
Results and Effectiveness:
The campaign received quite a bit of notoriety. It was featured in over 20 business articles and blogs. More importantly, it helped convince Citibank to relocate its entire Singapore operations into one address. This opened the floodgates. The project surpassed projected targets 14 months early.
Creative Execution:
Asia Square is indeed a break through. It’s the most human-friendly tower yet designed in Singapore. Its square, column-free floor plates are the largest in the city state. To highlight its many advantages, we designed a launch campaign that literally doubled in size over each page in Singapore’s leading business daily. The intention was to own that day’s edition.
Insights, Strategy and the Idea:
Singapore’s skyline is undergoing massive change. An unprecedented building boom in the commercial sector is setting the stage for critical oversupply. New projects must fight for attention amidst a remarkable amount of clutter. Cut through is almost as important as break through.
