GSS: Experience Singapore
Celebrating the 25th Anniversary of Singapore’s nationwide sale, Mutant was tasked to bring the refreshed brand to life.
The Campaign
Driving a regional PR campaign that goes beyond just sales, Mutant’s challenge was to overcome the negative media perception of GSS from previous years, as well to reposition the brand focusing on experiential activities.
The Result
- S$6,041,897 in PR Value, double compared to previous years
- 258 articles secured - over 85% more compared to the previous year
- Secured and hosted 8 overseas media over 2.5 days (The Jakarta Post, Philippines Daily Tribune, Rappler, Philippines Star, Cosmopolitan Indonesia, Esquire Thailand, One Mega Group & OI! Magazine Vietnam)
- Huge turnaround in media sentiment with largely positive-neutral sentiment and dominated by favourable articles
>90
insights-driven content pieces
260%
engagement rate
3.5x
follower growth
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