So Peranakan!

• Main Authors: Koh, Yong Sheng, Lai, Sandy Yue Lin, Quek, Shi Min
• Other Authors: Joo Kee Melina Chua
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/63174
• Institution: Nanyang Technological University

So Peranakan! is an integrated cultural communication campaign led by three final year students from Nanyang Technological University, Wee Kim Wee School of Communication and Information. Targeted at youths aged 18 - 35, the campaign seeks to cultivate understanding and interest in Peranakan culture so as to ensure that its legacy is passed on from one generation to the next. The campaign’s primary objective is to communicate its concept of Modern Peranakan, which strives to help youths identify and/or incorporate the culture into their everyday lives. Referencing the AIDA Model, So Peranakan! utilises Facebook and Instagram, and multiple school and commercial outreaches to attract attention and interest, and experiential workshops and its So Peranakan! Festival to create desire and action. The campaign secured an Advertising Value Equivalent (AVE) of S$111,210, a public relations value of S$356,984, total media impression of 106,098 and sponsorship value of S$19,882.82. Overall, the campaign is valued at S$488,251.82. This paper presents a summary of the formative research that guided the conceptualisation, planning and execution of the campaign. It outlines the communication tactics and creative execution. The campaign is evaluated via pre- and post-campaign surveys, participant feedback for workshops and festival, several online and offline publicity metrics and a content analysis of both traditional and new media coverage. The report wraps up with a discussion of limitations and recommendations for the campaign. Supplementing the main text is an appendix containing all original documents, campaign collaterals, campaign timeline and detailed tables, graphs and charts.