dc.contributor.authorKoh, Yong Sheng
dc.contributor.authorLai, Sandy Yue Lin
dc.contributor.authorQuek, Shi Min
dc.date.accessioned2015-05-08T08:57:03Z
dc.date.available2015-05-08T08:57:03Z
dc.date.copyright2015en_US
dc.date.issued2015
dc.identifier.urihttp://hdl.handle.net/10356/63174
dc.description.abstractSo Peranakan! is an integrated cultural communication campaign led by three final year students from Nanyang Technological University, Wee Kim Wee School of Communication and Information. Targeted at youths aged 18 - 35, the campaign seeks to cultivate understanding and interest in Peranakan culture so as to ensure that its legacy is passed on from one generation to the next. The campaign’s primary objective is to communicate its concept of Modern Peranakan, which strives to help youths identify and/or incorporate the culture into their everyday lives. Referencing the AIDA Model, So Peranakan! utilises Facebook and Instagram, and multiple school and commercial outreaches to attract attention and interest, and experiential workshops and its So Peranakan! Festival to create desire and action. The campaign secured an Advertising Value Equivalent (AVE) of S$111,210, a public relations value of S$356,984, total media impression of 106,098 and sponsorship value of S$19,882.82. Overall, the campaign is valued at S$488,251.82. This paper presents a summary of the formative research that guided the conceptualisation, planning and execution of the campaign. It outlines the communication tactics and creative execution. The campaign is evaluated via pre- and post-campaign surveys, participant feedback for workshops and festival, several online and offline publicity metrics and a content analysis of both traditional and new media coverage. The report wraps up with a discussion of limitations and recommendations for the campaign. Supplementing the main text is an appendix containing all original documents, campaign collaterals, campaign timeline and detailed tables, graphs and charts.en_US
dc.format.extent210 p.en_US
dc.language.isoenen_US
dc.rightsNanyang Technological University
dc.subjectDRNTU::Social sciences::Communication::Promotional communication::Communication campaignsen_US
dc.titleSo Peranakan!en_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.supervisorJoo Kee Melina Chuaen_US
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US
dc.description.degreeBachelor of Communication Studiesen_US
dc.identifier.videostreamVideos-DRNTU/sci_fyp_15/CS14017a.mp4
dc.identifier.videostreamVideos-DRNTU/sci_fyp_15/CS14017b.mp4
dc.identifier.videostreamVideos-DRNTU/sci_fyp_15/CS14017c.mp4
dc.identifier.videostreamVideos-DRNTU/sci_fyp_15/CS14017d.mp4
dc.identifier.videostreamVideos-DRNTU/sci_fyp_15/CS14017e.mp4
dc.identifier.videostreamVideos-DRNTU/sci_fyp_15/CS14017f.mp4


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