ADVERTISING • EVENT DESIGN • BRANDING

KOASIS BY UNPACKT BRAND COMMUNICATION

A continuation to the Koasis By Unpackt Brand Experience, the Brand Communications aspect of the project covers how the brand reaches its target audience through advertising.

SOCIAL MEDIA MARKETING

The campaign slogan to promote the launch of Koasis is “Paradise on Earth” as Koasis represents an ideal, perfect paradise that people can seek comfort in, which relates to Koasis being a safe haven for its consumers.

There will be four phases to the campaign. Phase one and two will be social media advertisements that will both last for 1 week each. The call to action of these ads is to get people to visit the pop up event that will take place for 2 weeks, under Phase 3. At the same time, the campaign will also take place at the store under Phase 4.

A teaser ad will be put up on two social media platforms, Instagram and Facebook, to generate awareness and create hype around Koasis. The overall concept of the teaser ad is to portray Koasis as a paradise for people to escape to, away from the urban city life. By suggesting “there is an escape”, it intrigues the viewer to wonder what they are escaping from and where they are escaping to.

For phase 2, the second ad builds on the previous teaser, and starts with the campaign message “for your better self, for the better earth”, which further conveys the message of Koasis being a place that is both beneficial for the customers themselves and the environment. This is to generate interest and the desire for the audience to visit the pop-up event.

CONCEPT

POP-UP EVENT

After generating interest about the pop-up event, the pop-up will be carried out for 2 weeks to promote the launch of the Koasis store. It will be held around 5 different parts of Singapore near business districts, all happening simultaneously. Environmental influencers will also be invited to promote the pop-up event as it is happening.

The pop up event will be set up in a geodesic dome utilising teal fluorescent lights to create an innovative spatial design that resembles the Koasis greenhouse store. The empty spaces formed by the framing of the fluorescent lights creates an effect where the dome structure looks like it has exterior transparent walls that mimics the appearance of the greenhouse’s glass walls.

The main focus on the pop-up is food tasting, where the public can select from some of the products that are sold at the Koasis store and experience the act of dispensing them similarly to when purchasing products in store. They can either taste the food on its own or even add it to dishes prepared using the produce sold at Koasis Cafe. This event will allow the public to experience the goodness from Koasis’ produce.

Customers can then complete their entire pop-up experience by proceeding to the next counter where they are encouraged to download the Koasis app. There will be messages of appreciation being projected on the curtain behind the counter to thank the new members for signing up on the Koasis app. The projection will also include the supporting tree graphics increasing in amount to create a larger koasis forest as the number of new members and the brand’s customer base increases as well.

ECO-FRIENDLY VOUCHERS

As a reward for going to the pop-up, new members who have signed up there will be gifted an additional 10% Koasis discount voucher which further motivates and leads them to visit the Koasis store afterwards.

The concept behind the pop-up is planting new seeds as metaphorically, these new customers are like new seedlings, beginning their growth in terms of their loyalty to Koasis. Hence why the voucher has a tear-off part made with seed paper for new customers to plant once they have used the voucher at the Koasis store to experience the meaning of this campaign. The act of planting the seed symbolises them establishing their connection with Koasis to strengthen the Koasis forest.

STORE PROJECTIONS

At night, during the 2 week duration of the pop-up event, the actual Koasis store will also have similar projection graphics as the pop-up event to reinforce the campaign and show that there is a campaign going on.

The exterior of the Koasis store will take on animated wavy projection graphics to intrigue and attract more shoppers to patronise the store. Since most patrons from the pop up event will be new to Koasis, the non-geometricity of the wavy graphics will symbolise new beginnings.