Artbox – The hipster night market in Singapore
Challenge
The Invade Industry’s Artbox was renowned amongst international travellers as a hipster night market in Thailand. The first Artbox to be held outside of Bangkok did now take place in Singapore and aimed to recreate the ambience of its Thai equivalent and worked together with our Singaporean agency PRecious Communications to make the market the go-to cultural event.
Solution
PRecious Communications’ main strategy was to position Artbox Singapore as the be-seen, go-to cultural event. A media drop of fairy lights in a glass bottle teased local outlets in the lead up to Artbox Singapore. The key to success was the encouragement of visitors to share their experience on social media, so experiential tours for social media influencers and journalists on the first day of the event were arranged. Moreover, a 3km light-up of fairy lights created an ‘instagrammable’ moment and emphatically brought home the theme: “the hype is real.”
Results
In the first weekend alone, the total amount of visitors exceeded the expected quantity by 100,000. Total footfall of S$600,000, exceeding targeted total attendance by 50%. Total vendor sales reached over S$10 million, more than tripling the initial target. Coverage across all forms of media, achieving a PR value of S$72 million.
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