Adventures of a
magical kingdom concert

The brief

It is a school project where we were tasked to promote and raise awareness of Singapore Symphony Orchestra Concert for Children:
Adventures in a Magical Kingdom through a fictional advertising campaign.

 

The Background

The Singapore Symphony Orchestra organizes annual concerts for children with the aim of allowing younger audiences to discover the joy of music! In addition to that, their concerts serve as an enriching and fun-filled family bonding experience where parents spend quality time with their children.

The concept

Approaching this brief project with a 3-part promotional campaign, it aimed to leverage on both online and offline platforms to maximise the reach of the campaign. In addition, leveraging off of SSO database of contacts spanning from schools to concert-goers, I was able to effectively reach out to the right target audience (children and parents) in the shortest time possible.

The entire campaign was crafted around a quirky narrative about the journey of several magical characters from far far away as they travel to the unfamiliar “real world” in order to attend the Grand Ball that is held at the Victoria Concert Hall. As they step foot into the modern world, the character can be seen interacting with the things around them in an unsuspecting and funny manner. Hence, adding a sense of humor and engaging the target audience, and developing a relationship between them and the characters.

 

Each part of the promotional campaign plays a significant role in delivering and promoting the concert as follows;

  • Phase 1: Introduce the concert, creates anticipation

  • Phase 2: Engage the target audience and to directly promote the message.

  • Phase 3: To repeat and sustain the message.

With the final objective of encouraging parents and children alike to attend the concert.