CYNTHA DWI ANGGRAINI 1006664861 IKLAN 2010

1. SUNDAY TIMES
SINGAPORE
now available in color
CYNTHA DWI ANGGRAINI
1006664861

2. CREATIVE BRIEF
 Client : THE STRAIT TIMES
 Brand : SUNDAY TIMES SINGAPORE
 Description : Sunday Newspaper with colour
 Requirement : Print Ad

3. What’s the Product Background?
The Sunday Times is the Sunday edition of The
Straits Times and was launched on December 20,
1931. The Straits Times is an English language
daily broadsheet newspaper based in Singapore
currently owned by Singapore Press Holdings
(from http://www.sph.com.sg)

4. What are the Brand’s
Issues/Problems?
This campaign is for the re-launch of the Sunday
Times in Singapore and also to tell everyone that
colour is now available in Sunday Times. But the
main purpose of this campign is not for the
reader. The campaign although ostensibly aimed
at the reader – is merely intended to draw the
attention of clients and media-buyers to the
medium.

5. What must the Communication do to
Solve the Brand’s Issues/Problems?
It shows to media buyer that Sunday Times with
colour will attract more people. Besides that, this
campaign is also want to communicate about this
new feature (colour feature) for the usual reader.

6. Who are the Target Market?
 Primary – media buyer
 Secondary – usual reader. AB SES. Age ≥ 17 years
old. Educated. living in Singapore

7. What are the Insights? (Detailed
& Clear)
Sunday is a day for people to assembled with
their family or colleague

8. What is the Brand Idea?
More color, more interesting, for more people

9. What is the Proposition?
The Sunday reading experience, share what you
find in newspaper (to your family or colleague).
Because its stories are presented in a lively
format with generous use of colour and other
visual elements, so even for someone who
doesn’t like reading newspaper, at least they will
look at the picture.

10. What is the Reason to Believe?
 • Human eyes will be more interested with
something colourful
 • It is a big opportunity for advertiser. Because
bassed on data, Daily Average Newspaper
Circulation (Aug 2011): 373,000 (from : http://
www.sph.com.sg)

11. What are the Tone & Manner?
Simple and happy

12. Are there any Considerations on
Executions that Really Worth
Knowing?
 Singapore people is kind of serious person,
they are not usually using humour
 They have four official languages: English,
Chinese, Malay and Tamil.

13. SUMBER : adsoftheworld.com