Liang Court Summer Festival 2015
Liang Court Summer Festival 2015 is an annual campaign held in conjunction with the Natsu Matsuri (or Summer Festival) in Japan. In Japan, the festival is usually held in the late summer/early autumn, usually related to the rice harvest, and during the traditional holiday, Obon, to honour the spirits of one’s ancestors. A quick google image search returns images of night festivals with people dressed in their traditional costumes, enjoying street food, dancing or playing traditional games, set in a night market lined by illuminated lanterns and fireworks.
Liang Court, by AsiaMalls Management, is a shopping mall located in the vicinity of Clark Quay, the Singapore River. It is a Japanese-theme mall, where it includes, a Japanese upmarket grocery stall, Meidi-Ya, and a books stall, Kinokuniya. The Onigiri, or the Japanese Rice Ball, is the official mascot used by Liang Court, and it can be seen at multiple locations throughout the mall. Due to its location, the crowd includes office workers in the city, young professionals, and people who likes the Japanese culture.
How the design was executed
The main event for this campaign includes a Food Trail, where, participants/shoppers purchase a set of food coupons to use it at any of the participating outlets at its mall. These outlets each have a signature dish that participants may order with the coupons, and the menu is listed in the mailer. The mailer also includes information on the games, shows, and activities that are held at the mall to celebrate the festival. While the visual was conceptualised and designed by my director, Sean, while the entire layout was designed and executed by me.
Food Trail Coupons
Pocket-size meal-exchange tickets and sleeve
As mentioned earlier, the campaign includes a set of coupons where participants have to purchase. These coupons are sold in a set of 5 coupons (3 set meals, 1 snack, 1 beverage) and placed inside a pocket-sized folder/sleeve for use throughout the campaign period.
Glass Door Sticker
To bring greater awareness to the campaign, and to usher in the festive spirit, in-mall collaterals, including the entrance door stickers were used. Other collaterals, such as posters and activity backdrop, were adapted by their own in-house designers.
Magazine and Newspaper Advertisements
Due to its location in the city, advertisements such as the double-spread 8Days magazine ad and a full-page ad on Today Newspapers were used to publicised the event and activities at the mall.
Social Media Reach Out
To promote its Food Trail event and Facebook page, Liang Court commissioned a Facebook game, a Jackpot game where Facebook users are given 3 tokens a day to win the food trail coupons. Participants will need to match the images to win the corresponding coupon. This game was designed by my colleague, JB, and developed by Wizer Studios. The gif below (by me) is a simplified visualisation of the jackpot machine.
Liang Court also worked with a Social Media company to produce videos and online postings to bring awareness to the other activities at the event, including the Suikawari Challenge, an activity where participants split a watermelon with a stick while being blindfolded. The backdrop in the video are mini houses that were part of the visual designed by my director.
3AD Group Pte Ltd
Liang Court, AsiaMalls Management
— Project Date
Leow Hou Teng
— Food Trail Jackpot
Jiun Bao and Wizer Studios
— Accounts & Servicing
— Project Category
Mailer, Entrance Sticker, Coupons and Folder, Double-Spread 8Days Magazine Ad, Full-Page Today Ad, Jackpot Game on Facebook
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