The Brief:
As part of a global initiative to launch Coach Play concept stores around the world, Coach Singapore wanted to roll out a fun, localised and immersive Coach Play launch campaign that aligned with its brand origins in New York.
The Strategy:
We carefully curated a list of regional celebrities, media and influencers, including South Korean Actor Lee Soo Hyuk, to experience the launch of the first-of-its-kind Coach Play Singapore at the iconic shophouse enclave at Keong Saik, making it their largest store to date locally.
To increase awareness and drive traffic to the store, we planned and executed a social campaign with local celebrities and influencers to detail the happenings at the store and encourage visitors to come down and check the space out. We also pitched and worked with fashion, lifestyle and mass media outlets to extensively cover the launch and drive more eyeballs.
Outside of the launch event, we also hosted F&B media to come down for tastings at the Coach Café, a collaboration with local coffee roastery Brawn & Brains, serving up New York inspired dishes and desserts.
The Outcome:
Over 250 media, celebrities and influencers from Singapore, Malaysia, Thailand and Indonesia attended the launch event and after-party, garnering massive social coverage on Instagram and TikTok with posts about the opening and their time at the Coach Play Singapore Shophouse.
With the appearance of Lee Soo Hyuk at the event, the turnout of fans was also huge and created a lot of online buzz with organic social content. Many positive brand associations were formed, and all attendees hosted had a great time.
We secured many print, online and social coverage from notable luxury fashion and lifestyle media, including local dailies such as The Straits Times and Lianhe Zaobao and other regional titles and media outlets who were hosted in Singapore.