Arbutus Art and the Art of Watchmaking Campaign Report

Art and Art of Watchmaking

Build awareness of Arbutus via Art and

Art of Watch making

Singapore’s 50th

Anniversary

Little Arts Academy

The Business Times

Budding Artist Fund

TANGS

Shop For Good

campaign

Painting of Heritage themed watches

Corporate Social Responsibility

Support local arts

Run by Singapore Press Holdings

Greater press opportunities

Good rapport with Female Magazines

Stronger visibility in

TANGS which would translate

into sales


Objective: To build brand awareness through art and art of watchmaking

How To?:

• Invite Hong Kong seashell painter Elmo Chung to Singapore for demonstration of

watch painting at Arbutus Vivo City Roadshow

• Collaboration with Little Arts Academy for greater corporate social responsibility

and PR mileage

• Collaboration with TANGS “Shop for Good” initiative for greater awareness

• Emphasis on Singapore heritage as theme for watch design to highlight

Singapore's 50th Anniversary of independence for greater PR coverage

• Watch roadshow to showcase new Arbutus watch collection

Arbutus Singapore Heritage Commemorative Timepieces

• Arbutus Singapore Heritage Commemorative Timepieces are watches featuring

hand-painted dials.

• Art theme is of Singapore heritage, in conjunction with Singapore’s 50th year of

independence

• Each timepiece reflects each artist’s interpretation of the different aspects of

Singapore icons and heritage

• Each timepiece is one of its kind in existence.

• Total of 13 individual limited edition timepieces

About the Artist

Elmo, Chung Ka Yan:

• A 25 year-old talented painter

• Inspired by the beauty of the sea and started

painting on seashells

• Specially engaged by Arbutus to paint on Arbutus

watch dials


The 7 Timepieces designed and painted by Elmo Chung


The auction-only “Shophouses” Limited Edition Arbutus Singapore

Heritage Tourbillon that was designed by Elmo

To be auctioned off at a charity dinner.

About The 10square @ Orchard Central &

The Little Arts Academy

• Arts academy for youths from financially disadvantaged backgrounds to pursue

an arts education

• Initiative managed by The Rice Company Limited

• Supported by The Business Times Budding Artists Fund

• 5 selected artists painted on 5 Arbutus Singapore Heritage Commemorative

Timepieces.

• The proceeds of the Arbutus Singapore Heritage Commemorative Timepieces

will go towards The Little Arts Academy and 10sq to nurture and develop the

artistic skills of young talents and youths from economically-disadvantaged

families.


The 5 Timepieces designed and painted by art students of 10 Square

@ Orchard Central


. 9 out of 12 Arbutus Singapore Heritage Commemorative Timepieces have been

sold. The remaining 3 watches are on sale at TANGS.


Roadshow

Arbutus Watch Roadshow: Art and Art of Watchmaking

Date: 29th September (Monday)- 5th October (Sunday)

Venue: Vivo City Central Court C

Time: 10am-10pm


Activities throughout the Roadshow:

• Exhibition and sale of Singapore Heritage Commemorative Timepieces

-5 watches painted by the Youth Visual Artists from 10square @ Orchard Central

-7 watches painted by Elmo

-1 Tourbillion watch for display

* All Singapore Heritage Commemorative Timepieces are sold at a premium price

($1800 each) .


Exhibition and sale of Singapore Heritage Commemorative Timepieces

throughout the Roadshow

.


Activities throughout the Roadshow:

• Showcase of Arbutus new collection and sale of Arbutus watches

.


Date: 29th September to 1st October 2014 (Monday to Wednesday)

Activities:

12pm-2pm: Painting on canvas by 10square@Orchard Central Youth

Artists

- Youth Visual Artists at 10square@Orchard Central showcased their art

talent by painting on canvas

- Painting theme was on Singapore Heritage Landmarks and Traditional

Culture

- To attract shoppers to the roadshow.


Date: 2nd October 2014 (Thursday)

Activities:

11am-2pm: Press Conference

- Unveiling of Singapore Heritage

Commemorative Timepieces to the media

- Demonstration of watch painting by Elmo

- Exhibition of the Arbutus themed painted

canvas done by the Youth from 10square @

Orchard Central

Art and Art of Watchmaking Press Conference

Art and Art of Watchmaking Press Conference- Social Influencers attending

the event

6 Social Media influencers attended

Arbutus press conference.

Interview Sessions and photo shoot of Elmo


Date: 3rd October – 5th October 2014 (Friday to Sunday)

Activities:

Demonstration of watch dial and seashell painting by Elmo

• Painting on the watch dials by Elmo at the roadshow

• Projection of her painting on TV and projector screen to attract crowd

Arbutus Watch Roadshow: Elmo’s demonstration of watch dial

painting

Arbutus Watch Roadshow: Photo booth at the Roadshow


TANGS: Shop For Good

About TANGS Shop For Good

• TANGS’ new initiative in cause-conscious retailing.

• Showcase of brands and products that are socially responsible for any good

cause.

• Arbutus campaign falls on the period of Shop For Good which means

stronger visibility for Arbutus in TANGS

TANGS Shop For Good

Communication support from TANGS:

• Press Ads

• TANGS website feature

• EDM

• Window display

• Facebook and Instagram post

TANGS Shop For Good


https://www.tangs.com/fashion-lifestyle-blog_details.jsp?id=309

TANGS website feature







TANGS Shop For Good


EDM to TANGS database Window display at TANGS Orchard

TANGS Shop For Good


TANGS Instagram Post TANGS Facebook Post

TANGS Shop For Good


SHOP FOR GOOD Postcard

Arbutus is picked to represent all the brands that are participating in Shop For Good

event.

Shop For Good In-store event

• A two-hour in-store event by TANGS to kick off the

Shop For Good campaign.

• Celebrity appearances and 2-hour of special buys and

activities by participating TANGS brands

Date: 4th October (Saturday )

Venue: TANGS Orchard

Activities:

3pm-5pm: Demonstration of watch dial and

seashell painting by Arbutus Artist, Elmo

.

Shop For Good In-store event: Demonstration of watch dial

painting

Shop For Good In-store event: Celebrity appearances

and short interview with Arbutus Artist, Elmo

Shop For Good In-store event: Sale of Arbutus Singapore

Commemorative Timepieces and Special Buys


Social Media

Social Media Engagement

• Arbutus watch “travelling” around the

island

• Arbutus watch and local heritage photos

posted on Instagram and Facebook

Social Media Engagement

Countdown to the roadshow and revealing the Arbutus Singapore Heritage

Commemorative Timepieces

#arbutusheritage Instagram Contest

Objective:

• To increase awareness and generate hype for the roadshow

• To increase awareness of the Arbutus Singapore Heritage Commemorative

Timepieces

• To increase followers for social media accounts

#arbutusheritage Instagram Contest

• Take a photo of a Singapore heritage OR regram our Instagram posts

of Arbutus Singapore Heritage Commemorative Timepieces

• Explain the reason for the choice

• Tag @arbutus_sg and #arbutusheritage

• Win Arbutus namecard holder (Daily) or an Arbutus watch (grand-

prize)

Instagram Contest - Entries

More than 100 entries, with #arbutusheritage generate more than 150 posts,

including posts from the media and TANGS

Instagram Contest - Entries

Winning entry (Daily) Winning entry (Overall)

Social Media Influencers

• Engaged 8 social media influencers promote the Arbutus Roadshow

• Featuring the roadshow on various bloggers’ social media platforms:

Instagram, Facebook, Dayre

• Content to include date/time/venue of the roadshow, purpose of the

roadshow and other tactics (discounts, photo-printing, painting

demonstration by Elmo)

Social Media Influencers- Instagram Post

Posted on Day 1 of Arbutus Roadshow















Social Influencers- Facebook Post



Facebook Post


Social Media Influencers- Blog Post









Results – Facebook Engagement

Increase organic reach by two folds

Results - Instagram

Increase in both likes and comments

Print Media- Advertisement of Art and the Art of Watchmaking

TODAY- 24 September 2014

Print Media- Advertisement of Art and the Art of Watchmaking

TODAY- 29 September 2014

Print Media- Editorial Coverage of Art and the Art of

Watchmaking

Timewerke- Issue XI


Watchmaking

The Straits Times ,New Market Page -29 September 2014


Watchmaking

Lianhe Zaobao NOW today- 1 October 2014


Watchmaking

Business Times- 3 October 2014

Print Media- Editorial Coverage of Art and the Art of Watchmaking

TODAY- 3 October 2014


Watchmaking

The New Paper- 6 October 2014


Watchmaking Torque- November 2014

Torque- November 2014

Print Media- Editorial Coverage of Art and the

Art of Watchmaking

Torque- November 2014

Print Media- Editorial Coverage of Art and the Art

of Watchmaking

Men’s Folio- November 2014


of Watchmaking

Manja- December 2014


of Watchmaking

STYLE Men– December 2014


of Watchmaking

Epoch Times 5-18 Dec 2014


of Watchmaking

Lianhe Wanbao 5 Jan 2015


of Watchmaking

November 2014 Top Gear


of Watchmaking

Digital Media- Editorial Coverage of Art and the Art of

Watchmaking

SWX- 1 October 2014


Watchmaking

Facebook of Various Print Media


Watchmaking

Facebook of Various Print Media


Watchmaking

Instagram of Various Print Media

938 Live Interview with 10 Sq student, Chloe Wong

1st Oct 6.20am, 11.50am, 1.50pm,10.40pm

Radio-Editorial Coverage of Art and the Art of

Watchmaking


Watchmaking

Date Media Size Rate Ad Value (SGD) PR Value (2X)

29-Sep-14 The Straits Times 5col x 9cm (FC) $41.50 p.c.cm

$9,900 FC surcharge $11,767.50 $23,535.00

1-Oct-14 Lianhe Zaobao NOW (page 3) 3 col x 22cm (FC)

$28.00 p.c.cm $7,500 FC surcharge

10% surcharge for pg 3 $10,282.80 $20,565.60

2-Oct-14 Singapore Watch Exchange website 1 post

$350 per advertorial post $350.00 $700.00

2-Oct-14 MediaCorp 938 LIVE

4 min 53 sec (morning) repeated 4x over the week $290.00 per 30 sec $10,440.00 $20,880.00

3-Oct-14 TODAY 4col x 9cm (FC) $28.00 p.c.cm

45% FC surcharge $1,461.60 $2,923.20

3-Oct-14 The Business Times 4col x 25cm (FC)

$14.50 p.c.cm $3,200 FC surcharge $4,650.00 $9,300.00

6-Oct-14 The New Paper 8col x 15cm (FC) 4col x 15cm (BW)

$10.00 p.c.cm $2,400 FC surcharge $4,200.00 $8,400.00

Oct-14 TimeWerke FPFC $6,800 FPFC $6,800.00 $13,600.00


Watchmaking

Date Media Editorial Size Page Rate (SGD) Ad Value (SGD) PR Value (2X)

Nov-14 Torque 1/20 + 1/10 + 1/5 FC page $4,500 FPFC $1,575.00 $3,150.00

Nov-14 Men's Folio FPFC $7,000.00 FPFC $7,000.00 $14,000.00

Nov-14 Top Gear FPFC $5,000.00 FPFC $5,000.00 $10,000.00

5 - 18 Dec 14 Epoch Times FPFC $4,280.00 FPFC $4,280.00 $8,560.00

Dec-14 Manja 1/3 page $2,500.00 FPFC $833.33 $1,666.66

Dec-14 STYLE:Men 2/5 page $4,950.00 FPFC $1,980.00 $3,960.00

5 Jan 2015 Lianhe Wanbao 2col x 13cm (FC) $15.95 p.c.cm

$3,000 FC surcharge $3,414.70 $6,829.40

Total $74,034.93 $148,069.86

The End

Arbutus Art and the Art of Watchmaking Campaign Report

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