CHALLENGE

To launch the @Life interactive screen-based customer loyalty and affinity marketing programme to media and industry partners, and to drive awareness among potential advertisers

SOLUTION

ICON was contracted to support the introduction and test-marketing of the @Life loyalty programme into the Singapore market. A spin-off from McDonald’s, the concept was launched to media and industry partners in August 2005.
ICON developed a communications strategy to support the marketing and business development, and took on the task of conceptualizing its marketing kit and collaterals. The team also supplemented At-Life’s internal sales and marketing team, and played an integral role in communicating At-Life’s key messaging to potential partners and advertisers.

RESULTS

The carefully planned and executed program produced outstanding results including:

Positive media coverage following the launch of @Life
Close collaboration with all stakeholders resulted in smooth running of joint communication efforts
Accelerated interest in @Life platform resulted in support and buy-in by partners and advertisers, i.e. Shaw Organization, Quebec Leisure, National University of Singapore’s School of Business