Spin on life

• Main Authors: Wee, Thaddaeus Jun Yan, Chew, Kenneth Zhi Jian, Jang, Sheila Hui Xia
• Other Authors: Augustine Pang
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Social sciences::Communication
• Online Access: http://hdl.handle.net/10356/44991
• Institution: Nanyang Technological University

This paper presents a marketing campaign undertaken by a group of three final-year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University. It includes the research on brand marketing that steered the direction of the campaign, detailed strategies and tactics employed to achieve the client’s objectives, evaluation of the team’s efforts, as well as the valuable lessons the students have learnt from the entire experience.Approached by the client, local brewer Asia Pacific Breweries Singapore, the students were tasked with raising brand awareness amongst the target audience of university students, aged 18 to 25, for one of the client’s brand of beer, Sol. Imported from Mexico, the client wanted the beer to be positioned amongst the young, modern, urban, dynamic and social consumers.