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Objectives
To convey the
message to TA that
Desperados is more
than a beer
(Spirit Beer)

Build Facebook
(18,000 20,000
fans) by Dec 2015

To create a fun,
new and exclusive
personality
associated
to the beer

To encourage
brand switching
amongst target
audience

Competitors
Hoegaarden
Since 1445, Belgium
8 Different Types of
Beer

Carlsberg
Since 1904, Denmark
Praised to be the Prime of Premium
within European lagers

Kronenbourg
Since 1664, France
A 5.0% Pale Lager

Tiger
Since 1932, Singapore
First Local Beer
5% ABV Bottled Lager

Somersby Cider
Since 2008, Denmark
5 Different Types of Flavoured Ciders
Mixture of 45% Beer & 55% Apple
Flavoured Drink

Swot Analysis
Strengths

Unique (Tequila infusion)

Interesting/quirky packaging that will attract youth

Opportunity

Lack of elite beer brand for youth in Singapore

market
First ever tequila infused beer to enter the market
in Singapore

Weakness

Strong existing beer brands in the Singapore

market

Threats

Overshadowed by existing spirit drinks

Tequilla may not appeal to the youth

Target Audience
Who are they?

Where do they frequent?

18 to 24 year old alcohol and beer lovers who

likes to be involved in the nightlife scene

Zouk (50.7%)
F Club (22.8%)
Attica (17.8%)

What is their Motivating Factor?

What is their Spending Power?

Friends/Socialize
Relieve Stress
Music & Atmosphere

38.6% - $50 to $100

25.7% - $10 to $50

Target Audience Analysis

Survey Results:
Age Range:

Club Frequency:

62% Aged 20 to 25
34.7% Aged 16 to 19
2.7% Aged 31 and Above
0.7% 26 to 30

33% Special Occasions

19.3% Monthly
14% Every Other Week
13.3% Weekly
12.7% Never
7.3% Once/Twice a Year

Atmosphere Preference:

41.3% Chill, Easy-Going

9.3% Loud, Hyped
38% Loud + Chill, Easy-Going

Target Audience Analysis

Survey Results:
Alcohol Preference:

Drinking Frequency:

Willingness to Spend:

30.7% Hard Liquor

20.7% Speers/Spirit Beers
19.3% Beer
16.7% Cocktails
12.7% Other

25.3% Monthly
24.7% Weekly
24% Every Other Week
17.3% Only on Special Occasions

40.7% $50 to $100

25.3% $10 to $50
11.3% $100 to $200
4% Above $200

Where do you usually get

information on events?

2
3

What kind of event would

you like to attend?

What would you consider

on a night out?

Target Audience Analysis

YOUTHS

DEMOGRAPHICS

Aged 18 to 24
Of all Races & Religion
A mixture of Students and Working Adults
Are mostly Financially Dependent

PSYCHOGRAPHICS
Feels the need to let loose
Would often hang out with friends for
the Company & Atmosphere
Have an open mind to Alcohol & Partying
Majority of information obtained by them
are from Social Media
Consumes a mix of Traditional & New Media
Technologically Savvy
Are heavy users of the Internet

Big Idea
Live By Your Own Rules

Proposed Main Event

Location:

An art space by day, a club

by night. This location
itself is one of its kind
thus, in-line with our
product.
20 Upper Circular Road
#B1-01/06 The Riverwalk
Singapore 058413

Proposed Main Event

Halloween Party @ Canvas

Atmosphere Preference:

Theme: Halloween Frat Party

Dress Code: They told me I could be
whoever I wanted

Date: 31 October 2015, Saturday

Time: 11pm to 4am

41.3% Chill, Easy-Going

9.3% Loud, Hyped
38% Loud + Chill, Easy-Going

Proposed Main Event

Canvas Venue

Outdoor alfresco lounge by the River, a

wide & spacious industrial-chic interior

Two minute walk from Clarke Quay

MRT with various bus routes arriving at
Canvas by.

200 guests with frat party theme

decorations

Proposed Main Event - Activities

Photobooth

Set up at the entrance of

Canvas

Guests must post photos on

their social media accounts
and
#DesperadosTakeover2015

Reiterate the message of living

by your own rules

Proposed Main Event - Activities

Live Feed
Leverage on the Canvas technology

Five state of the art 4000 lumen WUXGA

Canon projectors illuminate the inner walls
of the venue

Six specially-treated glass panels combine

to create two smaller projection screens

24 custom-sized, LED back-lit photo frames

Proposed Main Event - Activities

Live Feed
Pick your own tunes & Picture Gallery

Guests can play a part and tweet what song

they would like the DJ to play
Posts on Twitter & Instagram with the
#DesperadosTakeover15 will flash on the
screens
Can be done with liveflow.in/eventstag.com

#DesperadosTakeover15

Proposed Main Event

Status Tags

To hand these tags to our guest on the event

day itself
To help our guests to mingle with their own
kind
To also allow the singles to interact with other
potential singles

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Proposed Main Event - Activities

Bouncers as High School Jocks

Waitresses as cheerleaders

Bartenders as nerds

Proposed Main Event

Activities

BEER PONG

TWENTY ONE

Proposed Main Event

FOOD

desperados cookies

Red popcorn

chips & Dip

Pre Publicity - Social Media

VIP Hunt
What?
Get people to like Desperados SG Facebook page and we will pick three lucky
winners from our facebook followers. They will be invited to our event and they
will get free flow of desperados for the entire night.

Why?
To increase Desperados SG

likes and also increase awareness of brand.

Pre Publicity - Local Influencers

Local Influencers

Survey results show that majority of

youth get their party information from
local influencers and friends

Many Instagram popular youth parties

and have a large following that can
garner publicity

ShiGGa Shay and Jade Rasif are local

artistes that are popular in the club
scene

Pre
Publicity
Social
Media - Social Media

Sell tickets at an affordable

price of $20 along with the
free snacks and 2
complimentary drinks
Allow social media
engagements by posting
teasers and updates. (eg:
what song would you like?)
Discounted prices for
tickets bought in groups (5
tickets for 85)

Pre Publicity - Social Media

Desperados Instagram

Create a Desperados Singapore Instagram

account

Youth are mainly on Instagram

Mainly picture driven and can attract attention

Local influencers can direct their followers

directly to Desperados Instagram page

Pre Publicity - Guerilla Marketing

The Scare Video
What?
People dressed up as Darth Vader & other interesting characters will go around taking
pictures with potential guests and scaring them at Holland Village. After scaring them, they
will be given a bottle of Desperados beer and an invite to our event if they upload a photo of
them & the actor on their personal Instagram account and hashtag #DesperadosTakeover15

Why?
To raise awareness of our event and Desperados
To also use the video as a pre-publicity material

Note:
The same will be done
at Clarke Quay so that
we can spread the
word to more people

Pre Publicity - Collaterals

E-Invites

Tie in with the frat party theme where

youth text friends to invite them to parties
Post on Desperados social media pages as
well as Canvas social media pages
Will garner attention without trying too
hard

During Event - Social Media

FaceBook x Goodie
Bags

To distribute Goodie Bags upon

liking of Desperados Facebook
page.

This will help increase the

following of their Facebook page,
which ties in with one of the
objectives for this campaign.

To redeem your goodie bag, show us your like on our page

During Event - Social Media

T-shirt

Lightsticks

BEER BOTTLE
SHAPED MIRROR

Sunglasses cum bottle

opener

LIVE BY
YOUR
OWN
RULES
5 types of costume mask

Post Publicity
Social Media

Official photos to be uploaded on Desperados Facebook and Instagram

account and tag influencers and guests.
Publicity video filmed during the event to be released on social media
accounts to allow sharing.
Influencers to post on social media and review the party.

Post Publicity
#DesperadosTakeover15Takeover

Release social media blurbs about how Desperados took over Canvas this year and
will taking over another venue next year
Get followers to start voting for what location and theme they would like next year
Send out pictures we have taken to those who attended (via email), let them know
the pictures are on our Facebook if they would like to get them

Post Publicity
Media Coverage
First HAlloween Frat Party with the Biggest names in Sg nightlife scene
The New Paper,
Entertainment

TimeOut Singapore

50,000 copies circulated

monthly

On board SIA flights globally

Point of sales at music and

boutique stores in Singapore

Juice

Daily average circulation of

85,600

Youth prefered newspaper

Covers nightlife events

30.000 circulation
3rd Youth Magazine of the Year
Were not here to fit in, we are
here to stand out
Key topic: Fashion, clubs, tech
and beauty

Sponsorship
Canvas to sponsor their venue
Why?

Revenue Canvas would get revenue since we are going to fill up their space with people.

Media mentions Since we are inviting influencers to the event, there is a high chance that
their club would be mentioned online.

Coverage A high coverage will be achieved since the age group we are inviting is active on
social media (posts on FB, Twitter & Instagram) on top of the coverage from the media.

Budget
Item

Details

Price
(Predix Production)
Manpower - $3,000

Video and Photography

Rental and Manpower Costs

Food

100 Bags of Chips

Popcorn Machine
15kg of Guacamole Dip
800 Cookies

$3,000

Goodie Bag

Tote Bag
Shirt
Rubber Mask
Personal Mirror
Sunglasses
Lightsticks

$8,000

The Scare Video

Manpower Cost for Actors

Costume Rental
Beer

$2000

Budget
Item

Details

Price

Photobooth

Set Up and Props

Manpower and Hiring

Location

Rental

Halloween-themed Deco + Frat

House Deco(e.g. banners/posters,
cobweb, scary masks etc.)

$10,000

500 Brochures to be given out at

Holland V. & Clarke Quay
Invites to be given to them

<$1000

Publicity

Decoration

Printing Collaterals

Local Influencers

$2000
(Sponsorship of venue from Canvas)

Total: $44,000

$15. 000 (estimated)

Timeline - The Desperados Tour

At this point, people would have gotten to know about our
event, and at least 200 invites would have been given out

Pre-pub event at Holland Village

Sep 25

Contacting VIP via

Social Media/Email
Sep 1-Sep 10

Start circulating scare video on

Oct 10 onwards

Pre-pub event at Clarke Quay

Oct 1

Continuously post updates or

reminders for the party on social
media
Oct 15-Oct 30

E invites to be sent out

Oct 15

At this point, we aim to have sent out 250

invites in total

Send out thank you emails to

attendees
2 Nov
Use data to plan for

DesperadosxCanvas
Party 2015
Oct 31

next event

Tabulate data received from

feedback via Mystery Minglers
and online sources

Post Event Evaluation

Mystery Mingler

To send a group of youths to mingle around

during the party.
Standard questions like how do you find
this party or do you like the beer can be
asked answers can be recorded on
phones and then tabulated after the party
A good way of collecting attitudes and
information from audience.

Post Event Evaluation

Follow-up with Attendees

Before entering the party, attendees are to fill up a list

with their name, e-mail & contact number.
Email those who attended, thanking them for coming
Also end off with hope to see you at our event next
year!
Add them to our database and keep them in the loop
with our monthly newsletter.

Conclusion
Pre-Publicity

We want to get as many people involved and talking about our event - building hype in common areas such as Holland Village
and Clarke Quay can help.
Since videos seem to be effective tool to spread the word, we would like to utilise that to gain as much coverage as possible.

During Event

With our games and theme, we feel we achieve the aim of making it a fun and youthful party for the targeted age-group to
enjoy.
Our small party incentives (i.e. goodie bags, free drinks) allow us to be more likeable and attractive as a brand.

Post-Publicity

Following-up with our attendees shows them that we care that every one of them came, building relations with potential loyal
customers.
We are building the brand with individuals which will help instil the brand into customers not just now, but in the long-run.

Post-Evaluation

Since this is going to be a yearly event, we would need to know how to excite our customers and make them want to come back
- therefore feedback will be useful.
Find out how to improve for the following years event.

Thank You