The Real ReunionCampaign Overview

SUMMARY

BACKGROUND STORYToo busy for family meals?

PRE-CAMPAIGN SURVEYTotal respondents: 303 youths aged 18 - 25

Most frequently, who do you normally dine with?

Youths today are dining less with their parent(s) and more with their friends. There is a need to reconnect youths to their parents.

FOCUS GROUP KEY FINDING

Erin, 20, Chinese

TOTAL RESPONDENTS:6 youths of different ethnicity

ABOUT THE CAMPAIGNour purpose

BONDING THROUGH MEALSImprove parent-youth relationship

CULTURE-FREE & DAY-FREERedefine the notion of “Reunion Dinner”

TARGET AUDIENCE

PRIMARYYouths (18-25)

SECONDARYYoung Parents

TERTIARYGeneral Public

CAMPAIGN OBJECTIVES

INFORMATIONAL

To increase knowledge on the benefits family meals among target audience by 15%

ATTITUDINAL

To create a favourable attitude change in 20% of target audiences in having meals with their parents

BEHAVIOURAL

To influence 5% of target audiences to have meals with their parents more than twice a week

CAMPAIGN PHASES

PHASE 3:

Reaching out to the wider public

PHASE 1:

Generating interest, buzz and excitement

PHASE 2:

Engagement and participation

CAMPAIGN PHASE 1

CAMPAIGN PHASE 1Generate interest, buzz and excitement

Tips to bond over meals Shared family recipes Photo quotes

InfographicsInterviews and series of campaign videos

Articles & "findings on importance and benefits of family meals

Leverage on the International Year of the Family (IYF) to generate more awareness

PRIME MINISTER: LEE HSIEN LOONGInvitation to the NTU Ministerial Forum 2014

The Real Reunion team was invited to the event and our campaign was mentioned on stage by PM Lee.

OFFICIAL FACEBOOKThe campaign was also featured on PM Lee’s social media channels

INSTAGRAM & TWITTER

PHOTO QUOTES

PM LEE

I am happy that "The Real Reunion" team a t N T U

a r e d o i n g s o m e t h i n g t o encourage families

to bond over meals. A "Real Reunion" indeed

transcends race, culture and tradition. In this

International Year of the Family, let us cherish not

just festive holidays but also everyday moments

with our family, and our extended family too.

Photo quotes from youths as well as influential people were shared online to generate buzz and to lend a credible voice to our campaign

OPINION LEADERSParliamentary Secretary

Ministry of Social and Family Development

YOUTH BLOGGERTo raise awareness & share information

Text

Blog Post Link: http://bit.ly/1dZCXZQ

CAMPAIGN VIDEOSReunion Dinner Video Too Busy For Family Meals?

Our Journey Video Survey Findings Infographic

INTERVIEW VIDEOSWe interviewed youths & celebrities to share their thoughts on family meals

CAMPAIGN PHASE 2

CAMPAIGN PHASE 2Engagement and participation

1000 PostcardsMailed Instant Photo Booth

Campaign MessageAt End Of Each Stage

“Favourite Dining Moment” Photo Contest

OUTREACH LOCATIONS

BEHIND THE SCENESInstant photo booths with fun props were set up. Youths were also

encouraged to write a post card and invite their parents out for a meal.

More than 1000 postcards were sent out!

Backdrop

COLLATERALS POSTER

COLLATERALS BROCHURE

COLLATERALS POSTCARD

PUBLIC DISPLAY

Standees Event Backdrop

MOBILE APPLICATIONA food memory mobile game application for both Apple and

Android devices was developed.

Pop-up banner messages & key campaign messages were shown

FACEBOOK APPLICATION

Wishpond Application

Prizes For Photo Contest Proudly Sponsored By OSIM

CONTEST ENTRIES Families can submit their favourite dining moments and here are some of

the heart-warming entries.

More entries...

The photo contest attracted more than 41.9 thousand visitors over the span of a month

CAMPAIGN PHASE 3

CAMPAIGN PHASE 3Reaching out to the wider public

SCAPE BOOTH & FLASHMOB

CELEBRITIES

Daphne Khoo, Dasmond Koh, Aloysius Pang, Kimberly Chia & Xu Bin

Photo quotes and interview videos were shared to generate buzz

PARTNERSHIPSWe partnered with Milk & Honey Gelato to decorate the entire

cafe with our “Reunion Dinner” theme.

FINALE EVENT

FINALE EVENTThe Real Reunion Dinner (9th March 2014)

The team partnered with MSF in celebration of IYF to secure our Guest-Of-Honor and print coverage for the event.

GUEST-OF-HONOURParliamentary Secretary for the Ministry of Family and Social Development

Event speech link:

200 Attendees @ Blisshouse

CULTURE-FREE DAY-FREE

INSTANT PHOTO BOOTHPink Blue Photography

STAGE GAMES

7 FAMILY BLOGGERSPopular family bloggers graced the event & all followed up with a

dedicated blog post for our event

“We do not need special occasions to dine together.If we parents do not make an effort to dine with our young ones, how can we expect the kids to dine with us when they enter their teenage years?”

Andy Leewww.SengKangBabies.com

Top 10 Finalist of ‘Best Family’ category Singapore Blog Awards

“At the end of the day, having dinner together a family is not about having a sumptuous feast. Rather, it is feeling blessed to have your loved ones by your side and sharing the things that everyone loves together. And we do not have to wait for festive holidays to show much we cherish each other, for we can also do so everyday.”

Kelvin Angwww.Cheekiemonkies.net

Top 10 Finalist of ‘Best Family’ category Singapore Blog Awards

CAMPAIGN OBJECTIVES MET

Information

Attitudinal Behavioural

16%

35% 6%

CAMPAIGN VALUESponsorship

ADVERTISING SPACE

ADVERTISING SPACEMajor Dance Studios

MEDIA: TV

Good Morning Singapore Channel 8 Channel U

Other than going on radio stations to promote our campaign, we were invited to the 早安您好 morning show and The Real Reunion Dinner was

covered on both Channel 8 & Channel U.

MEDIA: RADIO

•UFM 100.3•Capital 95.8FM•Love 97.2FM•938 LIVE

MEDIA: PRINT

U-Weekly Hey! Magazine

MEDIA: PRINT

ShinMin Daily Newspaper

MEDIA: PRINT

Lianhe Zaobao TODAY

ONLINE: SOCIAL MEDIA

CAMPAIGN WORTH

$56,589 $268,994

$863,448 11,653,480

Keep Bonding Through Meals!