Silver Support

Media Proposal

2 December 2016
nd
 Silver Community
Seniors with little to no income and family support

Defined as
Adults 60+ years with no personal income or personal
income level of $1,500 & below
Source: Nielson Clear Decisions 2016 // POP: 594,000 (P60+ with P.I $1,500 & below)
 The Silver Community
Chinese: 81.48% Education Level
Most are married (74.58%) with Only up to primary
Malay: 9.43% kids above 20 years (89.06%) education (41.92%),
Indian: 6.9% followed by GCE N/O-
Others: 2.36% Household composition ranges Level cert (22.56%)
M: 39.56% from 1 - 3 people.
F: 60.61% (65.66%)

Most live in 3 / 4-
Current Occupation Region Stay In room HDB
A bulk of them are full-time East: 33.33% (24.58% & 32.83%)
housewives (38.55%), retired West: 16.16%
(38.05%), or blue-collar workers North: 22.22%
(33.84%) Central: 28.45%

Source: Nielson Clear Decisions 2016 // POP: 594,000 (P60+ with P.I $1,500 & below)
 Outlook on life (P60+)
Likes a Family-oriented: Does
Money measures many things with family
regulated life
success (77.78%)
(70.54%)
(41.41%)
Practical
outlook on life
(59.26%)
Looks for value-for-
Feels intimidated by
money things
technology
(57.58%)
(31.48%)

Fear of failure
Feels too much Feels they cant change (23.57%)
pressure
(19.36%)
much in their life
(60.27%)

Source: Nielson Clear Decisions 2016 // POP: 594,000 (P60+ with P.I $1,500 & below)
Key Take-Outs
&
Thrifty people Down-to-earth individuals that craves
& value time spent with family stability in their lives

Traditional mediums like TV/Newspapers

resonate with audience

However
Feels that they dont have the capability to
make drastic changes to current life situation

Source: Nielson Clear Decisions 2016 // POP: 594,000 (P60+ with P.I $1,500 & below)
Drive awareness on Silver Support via mass audience
 The General Public
Chinese: 74.78% Education Level
Most are married (66.47%) with Majority have a university
Malay: 10.74% kids above 20 years (32.26%) degree (29.58%), followed
Indian: 9.52% by GCE N/O-Level cert
Others: 4.96% Household composition ranges (19.7%)
M: 50.44% from 4 - 5 people.
F: 49.53% (45.38%)

Most live in 4 / 5-
Current Occupation Region Stay In room HDB
A bulk of them are work full-time East: 35.38% (33.93% & 23.2%)
(62.14%) as PMEBs (36.59%) blue- West: 21.12%
collar (22.08%), or white-collar North: 21.58%
workers (18.92%) Central: 21.93%

Source: Nielson Clear Decisions 2016 // POP: 3,949,000 (P20 & Above)
 Outlook on life (General Public)
Good in saving Agrees to having a
Practical Family-oriented: Does
outlook on life money financial plan for
(54.22%) retirement
many things with family
(71.11%) (72.3%)
(85.72%)

Likes a Pursues challenges Money measures

regulated life (42.11%) success Looks for value-for-
(67.81%) (47.86%) money things
(67.97%)

Feels too much Feels lost without

Fear of failure
pressure gadgets
(47.35%)
(30.01%) (57.26%)

Source: Nielson Clear Decisions 2016 // POP: 3,949,000 (P20 & Above)
Key Take-Outs
&
Thrifty people Mostly tech-savvy, ambitious & practical
& value time spent with family individuals.

New media platforms like social media

resonate with audience

However
Feels pressurized with life

Source: Nielson Clear Decisions 2016 // POP: 3,949,000 (P20 & Above)
Media Consumption Habits
%100
INDEX 140

90 86.53 126 129

79.36 120
80
108
69.49
101 103 102 102 101 100
70 65.32 98 100
94 91
60
52.42 51.76 79 80
50
47.81
60
40 55
30 26.77 26.4325.04 40
33
20 15.32
8.42 9.77 20
10 5.22 6.53 14
1.52
0 0
FTA TV (YEST) NEWSPAPER (YEST) RADIO (YEST) INTERNET (YEST) CABLE TV (YEST) MONTHLY WEEKLY CINEMA (PAST WK)
MAGAZINES (PAST MAGAZINES (PAST
MTH) WK)
P60+ P20 & ABOVE P60+ AFFINITY P20 & ABOVE AFFINITY

Source: Nielson Clear Decisions 2016 // POP: 594,000 (P60+ with P.I $1,500 & below // POP: 3,949,000 (P20 & Above)
Instill empathy in the hearts of the mass audience
...using 90-sec VIDEOS
Awareness via requested Media Platforms...
Digital Cinema

Cable TV OOH Screens

Digital
Create awareness on Silver Support scheme with
informative engaging videos
Enjoy prime visibility across two formats -
standard pre-rolls & video in-page on
premium local and international news,
business and lifestyle publishers.
Reach target audience across YouTube and
other premium local sites such as
straitstimes.com, channel8new.sg,
Channelnewsasia.com and many more.
**Indicative
Sitelist

13
Starhub Cable TV

E-City Nat Geo Wild AXN Sensasi Vijay

25% reach 14% reach 12% reach 4% reach 7% reach

Awareness via vernacular channels

12 December 2016 to 12 February 2017 (2 months)

Total of 3,330 spots

50% Prime time + 50% Fringe time
Cinema

Cathay Filmgarde WE Shaw

10 Halls 6 Halls 4 Halls 12 Halls
97% watch ads before movies Customized Hall Buy
92% make sure they are seated 22 December 2016 to 18 January 2017
before anything is shown (4 weeks)
No of Halls: 32 Halls (18 Locations)

Total no. of spots: 4,480 spots (estimated)

Island-wide Locations
OOH : LED Digital Screen + Wrap
23 digital screens in coffee shops
islandwide
Potential reach of up to 100,000
patrons daily

LED Digital Screens

3 Spots per hour @ 90secs
Operating from 7am to 11pm
Screen Wraps (form of Creative Buy)
Production cost includes printing and installation

1 to 31 January 2017 (1 month)

Total of 1,440 spots
Island-wide Locations
OOH : Mall + Bus Shelter Digital Screens
3 malls - Proposed locations : Chinatown
Point, Junction8 and Jcube or Westgate
19 Bus Shelters island-wide
(locations to be shared later)

Mall Digital screens: 170 spots/day over 4

weeks
Bus shelter Digital screens : 1,000
spots/day over 4 weeks
Total : 32,760 spots
Duration: 90 sec

Proposed Period :
16 January to 12 February 2017
Group A network :
Proposed bus shelter locations
OOH :
Other Considerations
OOH : Wellness TV network
10 spots / day x 30 days
(exclude Sunday & public
holidays)
90sec
Gross cost : S$30,000

Hospitals & Polyclinics

320 Wellness
TV screens in SGH Bedok Sengkang
all SingHealth KKH Bukit Merah Marine Parade
clinics and SNEC Outram Tampines
NDC Queenstown Geylang
some
NHCS Pasir Ris
associated GPs NNI
NCCS
OOH : Focus Media Commercial network
Daily Traffic:
More than
1,140,366 PMEBs
4,063,095 People-
times
More than 900
screens

588 spots per week x 4 weeks

90sec
Gross cost : S$60,000
 Proposed Media Plan
Media Format Impressions / Spots Period
Completed Views
(KPI)
Cost per
Completed View Media Cost (Gross) Media Cost (Nett) Agency Fee
Total Cost to client
(before GST) DEC 2016 JAN 2017 FEB 2017

DIGITAL

Digital Display (Xaxis) 90s Video 2,000,000.00 6 Weeks 300,000.00 $ 0.17 $ 50,000.00 $ 50,000.00 $ 2,000.00 $ 52,000.00 17 Dec 2016 - 27 Jan 2017

STARHUB CABLE TV
3,330 spots
Starhub Cable TV 90s TVC (50% PT/50% FT) 2 Months - - $ 251,280.00 $ 213,588.00 $ 2,512.80 $ 216,100.80 12 Dec 2016 - 12 Feb 2017

CINEMA
JC Decaux Cinema 90s TVC 4,480 spots 4 Weeks - - $ 46,260.00 $ 39,321.00 $ 462.60 $ 39,783.60 22 Dec 2016 - 18 Jan 2017

Cinema Production - - - - - $ 3,750.00 $ 3,750.00 $ - $ 3,750.00

OOH
Coffee Shop Digital Screens
+ Wrap 90s TVC 1,440 spots 1 Month - - $ 43,500.00 $ 36,975.00 $ 435.00 $ 37,410.00 1 - 31 Jan 2017

Coffee Shop Production - - - - - $ 5,880.00 $ 5,880.00 $ - $ 5,880.00

Mall + Bus Shelter Digital
Screens 90s TVC 32,760 spots 4 Weeks - - $ 42,000.00 $ 35,700.00 $ 420.00 $ 36,120.00 16 Jan - 12 Feb 2017

TOTAL $ 442,670.00 $ 385,214.00 $5,830.40 $ 391,044.40

Thank You!