OWL x Planet Traveller x Boarding Gate x Chan Brothers – Travelling The World Campaign
Got The Travel Thirst?
Statistics shows that Singaporeans took an average of 5.2 trips annually, with almost half of the trips lasting three to six days. This was an opportunity that OWL recognises, therefore the decision to deliver this exciting campaign in order to better drive sales and attract younger consumers.
The Mechanics
The concept revolves around the idea of travel assets and landmarks, which was to represent the various more ‘popular’ countries. The campaign mechanism consists of a variety of prizes. There are five variations of scratch cards which consists of different prizes, ranging from the grand prize to consolation prizes. The grand prize of a holiday for two to any destination was also the key message and selling point of the campaign. Various supporting marketing materials were produced to better reach and entice consumers. The materials were strategically placed in various supermarkets of the island to consumers that the company were targetting.
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OWL White Coffee Peppermint
It Mints For Christmas
White Coffee Peppermint was an exclusive flavour specially formulated for the 2017 Christmas Season. It was packaged in a musical tin box and sold islandwide at major supermarkets. The concept of the campaign was to illustrate a minty Christmas.
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OWL Bubbly Orange Soda
Most Prosperous
In Chinese culture, tangerines represent wealth and oranges are a popular symbol of good luck. The associations come from a similarity between the Chinese words for tangerine and gold, as well as a resemblance between the words orange and good luck. With this, OWL took the opportunity to launch this soda prior to the festive season.
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OWL Kopitiam Roast & Ground Enamel Mug
Filled With Nostalgia
OWL Kopitiam Roast & Ground is named in honour of the Straits Asian coffee shop culture. ‘Kopi’ means coffee in Malay And ‘Tiam’ means shop in Hokkien (Chinese Dialect). The rustic and nostalgic key visual for Kopitiam Roast & Ground is due to the variant’s recipe that follows very closely to traditional Straits Asian coffee shop’s coffee, which is still available in South East Asia since the 18th century. The inspiration for this design stems from combining modern and traditional cues while still maintaining relevance.
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OWL x Beauty World: The Musical
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JDE FOOD & HOTEL ASIA 2018
OWL FHA 2018
The concept of OWL’s booth for FHA 2018 revolves around the idea of traditional Straits Asian coffee shops and decorated with various rustic assets to better portray OWL’s Straits Asian heritage. In order to appeal to younger audiences, the key was to blend and combine contemporary with traditional elements yet maintaining OWL’s identity and relevancy.
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