Siren Integrated Comms provided communication services for Frasers Centrepoint Malls from 2011 to 2012. Their objectives were to engage shoppers through mall campaigns and drive media exposure for all 10 malls. They delivered key campaigns and communication across events, social media, PR and media relations. Some examples included a community outreach with underprivileged children, picture book and animation workshops, branding interviews, the launch of Changi City Point mall, and supporting campaigns like Chinese New Year and The Great Singapore Sale. Their efforts secured close to $250,000 in earned media coverage across mainstream publications, online sites, and lifestyle magazines.

1. Siren

2. Integrated Comms
Scope of Work: 2011 to 2012

3. Frasers Centrepoint Malls
OBJECTIVES
• Engage with shoppers and their families through
various mall campaigns and strategic activities
• Create buzz and drive media exposure for all 10
malls through online and on-ground communication
to support core mall campaigns.
COMMUNICATION DELIVERED ACROSS LOREM
IPSUM
KEY CAMPAIGNS THROUGHOUT THE YEAR DOLOR
AMET

4. Frasers Centrepoint Malls
Events
• Support key campaigns through the creation and
management of activation ideas (to create more PR
and buzz in-mall and online)
Social Media
• Provide strategic advice and content management
to engage fans on FCM’s Facebook page and
garner participation for FCM activities.
• Reach out to various bloggers to attend and blog
about FCM activities and extend invitations to their
network
PR
• Generate press coverage through sustained media
pitching

5. SMURFS Community Outreach
MEDIA RELATIONS
• In Conjunction with Children’s Day, FCM
invited underprivileged children to the mall
for a treasure hunt with staff of FCM/F&N
• Drove awareness and generated coverage
for the community outreach on mainstream
media and blogs Reach
• Agency managed the sensitivities around
publishing images of underprivileged
children and secured coverage
• Extended initiative to parent bloggers to
offer exclusive invitations to their readers for
a ‘Paint a limited edition SMURF figurine’ at
Northpoint with their families

6. Mr Moon
MEDIA RELATIONS
• Drove awareness and generated
coverage for various aspects of the
campaign - picture book contest for
children and animation discovery
workshop in mainstream media and
blogs.
• Reached out to publications
targeted at school children and
increased traction and participation
for all activities.

7. Chinese New Year: God of Fortune
CAMPAIGN COUNSEL & MANAGEMENT
• Agency arranged for lucky shoppers to have their pictures taken with
the God of Fortune as he went knocking on their doors.
MEDIA RELATIONS
• Disseminated information/images of winners with the God of Fortune to
mainstream media (dailies, weeklies, online) and blogs.

8. Branding of Frasers Centrepoint Malls
MEDIA RELATIONS
• Pitched and secured
extensive TV interview on
branding and positioning of
Frasers Centrepoint Malls on
the Money Week programme
on Channel 8.
SOCIAL MEDIA
• Agency also content
managed a contest on
Facebook for smiles
captured at any Frasers
Centrepoint Malls, with an
aim to increase affiliation
and recognition of all
malls.

9. Launch of Changi City Point
EVENT COUNSEL & MANAGEMENT
• Agency proposed and event managed a taxi familiarisation
programme to inform and orientate taxi drivers of the new
mall located opposite Singapore EXPO.
• Agency also invited media for the official launch and provided
a guided tour around the mall, highlighting each facility/
feature
MEDIA RELATIONS
• Created buzz/awareness and generated coverage on the
mall, its unique positioning as the newest lifestyle destination
in East Singapore in mainstream media (dailies, weeklies
and online.
• Agency successfully secured close to $250,000 worth of pre
and post launch coverage

10. The Great Singapore Sale
MEDIA RELATIONS
• In conjunction with GSS and
the movie premiere, FCM
included Spiderman in all its
outreach efforts.
• Drove awareness and
generate coverage for the
campaign on all mainstream
media and blogs.
• Pitched and successfully
secured 3 separate placements
in The Straits Times to highlight
various FC Malls showcasing
each mall’s food & beverage
options, eco facilities and
shopping privileges

11. PR Results

12. Coverage Highlights

13. Coverage Highlights – cont’d

14. Media Types That Place Our Editorials
Mainstream Dailies and Broadcast
− The Business Times, My Paper, Lianhe
Zaobao, Berita Harian, Today and Tabla!
Online
− Omy.sg, Kidlander, The Asian Parent,
Singapore Motherhood,
Whatshappening.sg
Lifestyle Publications
− Expat Living and Simply Her