Brewer Asia

Generating Awareness and Interest for
Spotlight Retail Group's Plaza Singapura Store Relaunch​​

Spotlight Retail Group aimed to create buzz and anticipation for its multi-million dollar store relaunch in Singapore. Brewer was tasked with raising awareness among the general public to maximise attendance and engagement.​

Brewer executed a comprehensive strategy by engaging a diverse range of hobbyist, home décor, and parenting influencers and media outlets. We also organised a pivotal interview with flagship news daily The Straits Times for CEO Quentin Gracanin and two of the store’s longest-serving staff to share Spotlight’s amazing culture and business plans in the region.

Results and Impact

  • Succeeded in creating widespread excitement and anticipation for the Plaza Singapura store relaunch. 
  • Reached over 7 million individuals across media, online, and social platforms, and garnered over 2,000 social media reactions, showcasing strong online engagement.
  • Generated enthusiasm for Spotlight’s expansion plans, leveraging the relaunch to highlight growth, strengthen brand credibility and build new media and influencer relationships. 

OUR ROLE

  • Integrated Launch Plan Development
    Created an integrated communication plan to launch the campaign in Indonesia, incorporating PR, social media, influencer partnerships, and paid media strategies. We worked closely with partner agencies to ensure seamless execution of the plan.
  • Narrative and Messaging Development
    Created the overarching “Not all Water is the Same” campaign narrative. We also developed messaging to highlight AQUA’s superiority, highlighting the brand’s commitment to delivering high-quality water and protecting Indonesia’s water sources.
  • Expert Engagement
    Built credibility by collaborating with hydrology and health experts, ensuring the message was grounded in science and resonated with the target audience.
  • Media Engagement
    Organised a closed-door editorial briefing with 14 top-tier editors to provide in-depth context on water quality issues in Indonesia. The campaign was officially launched with a media gathering, featuring a panel discussion with hydrology and health experts, and attended by over 50 journalists.