Gardens by the Bay
The pitch win that reshaped Gardens by the Bay’s social interactivity and created a quarterly boost in their performance stats
The Gardens is a known Singapore highlight – many even have their favourite annual displays.
But after years of rotation, even the most beautiful blooms start to wither in appeal.
The Gardens wanted a boost in their allure and engagement factor, and decided to start from social.
From a pitch win, we took every seasonal bloom and brand partnership and flipped them on their heads to introduce a new perspective to fans around the world.
To sprout a real difference, we made sure that the social refresh blossoming online, spread its roots on-ground.
Whether through guest appearances and interactions with magical characters, or opportunities for visitors to live a fantasy…
Dahlia Dreams 2018, Dahlia Dynasty
Riding on the global craze of ‘Story of Yanxi Palace’, we launched with a photo series featuring @hanfugirl, supported by extensions like a digital fortune generator and festive greetings GIPHY sticker pack.
Sakura Matsuri 2018, Say Sakura
‘Say Sakura!’ is inspired by ‘saku 咲’ which means smile. Our smiles-centric campaign was anchored by a Hanami-inspired photo contest & kimono rental experience in Flower Dome.
And online, we pulled out all the stops to give fans and users an unforgettable Gardens experience at every digital touchpoint.
From digital treasure hunts to immersive walkthroughs…
Poinsettia Wishes 2017, Wish Upon A Poinsettia
Rooted in the spirit of giving, we transformed GBB’s homepage into a digital scavenger hunt where users could win hidden prizes by clicking on poinsettia flowers around GBB’s website.
Sakura Matsuri 2020, The Story of Momotaro
We launched an FB photo series and Canvas post providing an immersive digital walkthrough to discover 2020’s Sakura Matsuri attractions and Momotaro characters.
We even taught fans how to add a touch of the Gardens in their homes…
Poinsettia Wishes 2017 – Origami Poinsettia Tutorial
And crafted tongue-in-cheek content that tickled with Singaporean humour
Rose Romance 2020, Language of Love
We appealed to every Singaporean’s inner romantic using the five love languages,
with activities like quirky colloquial date invitations, a poem customisation activity,
a couples photo contest, plus a gift idea generator on IG Stories.
We planned engaging contests that brought on-ground experiences online (and vice versa),
Tsum Tsum x Poinsettia Wishes 2018
We invited users to create unforgettable memories together with contests like helping the Tsums decorate the Christmas tree via IG Stories, sharing visit photos for our holiday photo album, and more.
Sakura Matsuri 2019 – The Story of Momotaro
Hanami x Momotaro-themed AR filter for users to bring the Flower Dome experience to life away from the Gardens. Submitting their snaps could win users a visit the real display.
And we even took on some viral trends.
Sunflower Surprise 2019, #DrawYourself
We challenged users to turn a seasonal bloom into the latest fashion statement in our version of the trend.