The NATAS campaign was awarded to Creo after they were sold by the refreshing idea of a guerilla marketing campaign in the form of a viral video to be released in the coming months. The campaign will include above the line and below the line strategies with the use of both traditional and non-traditional media.
This came after Creo Adworld won the pitch to work with Mandarin Orchard Singapore to host the first ever UV light party in Orchard Road called 'The Blacklight Party'. The party attracted strong media interest and was publicised on various online media, the press and social media.
Sean Badlishah, executive director of Creo Adworld, commented, “The NATAS 2011 campaign will be a fusion of 3D as well as illustration. It will be an all rounded approach with a viral video to be released in the coming months. The concept will be fresh and lively, reminding Singaporeans of what it really feels like to go on an awesome vacation. ”
The campaign will run in the press, in print, on out-of-home media, social media, digital media as well as television and radio commercials.
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