Oversea-Chinese Banking Corporation (OCBC) Singapore

Client

One of the Singapore’s local leading bank, Oversea-Chinese Banking Corporation (OCBC).

Brief

• To provide recognition and value to its Premier Onshore Customers through a new and targeted benefits programme
• Offering relevant and strong rewards carefully selected from dining, retail, lifestyle and travel partners
• Validity of each phase: 3 months

Objectives

• To deliver premium value and recognition to their top Premier Customers through a targeted benefits/rewards programme
• To provide meaningful and easy to understand benefits/rewards
• To deliver value to a select group of ‘Premier’ merchants who share interest in the identified segment
• To increase their level of spend with the participating merchants

Solution

• To select high-end partners across the various categories that fits the profile and interest of the OCBC’s Premier Customers. Partnership Marketing (PM) collaborating with Partnership Marketing Network (PMN) to:

1. Assess
2. Shortlist
3. Source
4. Acquire

• Communications of the Premier Lifestyle Banking Programme are sent across multiple channels such as:

1. OCBC Relationship Managers
2. Online and offline advertisements
3. SMS
4. Internet/Mobile Banking
5. Premier Hotline
6. ATMs
7. Premier Centres

Key Partners

OCBC Booklet – Phase 1

> Printed Communication – Covers

OCBC’s Dining Partners

> Printed Communication

OCBC’s Retail Partners

> Printed Communication

OCBC’s Travel Partners

> Printed Communication

OCBC’s Booklet – Phase 2

> Printed Communication – Covers

OCBC’s Dining Partners

> Printed Communication

OCBC’s Essential Accesories Partners

> Printed Communication

OCBC’s Travel & Lifestyle Partners

> Printed Communication

Results

• Partners received an increase in sales’ figure and queries by about 10% to 20%
• Achieved a higher level of Premier Customer recognition and satisfaction through specially designed programme
• Provided a sense of higher value and appreciation amongst Premier Customers

Courts, Singapore

Client

Headquartered in Singapore and it is one of the largest furniture, electronics and IT retailers in Southeast Asia.

Brief

• Planning to migrate their multiple existing programmes (Courts Guest Club, CGC and Easy Access) to one new consolidated programme called the Courts Home Club (HC)
• Providing customers with a comprehensive loyalty proposition through recognition and targeted benefits which will drive both cash and credit spent at Courts

Objectives

• To provide recognition to their most valuable customers for better customer profitability management
• To provide identity – treat and communicate with them differently
• To reward Home Club members with loyalty drivers
• To create value-based customer segmentation and through dialogue and promotions drive retention and influence behaviour

Solution

• How the partner deals/offers will be placed within communicaton
• Key audience categories i.e. individuals/couples/families
• Building strategic partnerships

Key Partners

Courts & Frisknromp Vouchers

Courts & Giant Voucher

Courts & Gloria Jeans Voucher

Courts & Holiday Inn Voucher

Courts & Kopitiam Vouchers

Courts & MPH Voucher

Courts & Night Safari Voucher

Courts & Vista Bistro Voucher

Results

• Store sales increased above and  beyond expectations
• Loyalty increased
• Redemption of vouchers was significant
• The client’s objectives were achieved

Global Technology Solutions Company & Partners, Asia Pacific

Client

World’s leading company which constantly innovates and develops technologies, products to continually advance how people work and live.

Brief

• To provide recognition and value to it’s resellers/buyers of their products/services through a new benefit programme by offering business and lifestyle rewards – carefully selected from dining, retail, lifestyle and travel partners

Objectives

• To motivate resellers/buyers the use if the latest technology in build of system and yet get rewarded
• To look for business partners that would help the resellers/buyers to grow their business
• To look for lifestyle partners that would make the resellers/buyers feel special and valued

Solution

• To source and select redemption partners across the various categories in the Asia Pacific region who would provide strong motivational benefits or products to be offered as a reward item to the resellers/buyers and will return in part or full payment back to the partners

Key Partners

Global Technology Solutions Company & Zuji Asia Pacific

> Online Rewards Redemption

Global Technology Solutions Company & FJ Benjamin Group Asia Pacific

> Online Rewards Redemption

Global Technology Solutions Company & Hard Rock Cafe Asia Pacific

> Online Rewards Redemption, India

> Online Rewards Redemption, Korea

Global Technology Solutions Company & Priority Pass Asia Pacific

> Online Rewards Redemption, Australia

> Online Rewards Redemption, Thailand

> Online Rewards Redemption, Vietnam

Global Technology Solutions Company & Regus Asia Pacific

> Online Rewards Redemption, Singapore

> Online Rewards Redemption, Taiwan

Global Technology Solutions Company & Time (Asia)

> Online Rewards Redemption, Singapore

Global Technology Solutions Company & Fortune (Asia)

> Online Rewards Redemption, Thailand

Results

• Continually achieving recognitions and satisfactions from their resellers/buyers through the rewards programme
• Increasing of sales revenue and number of resellers/buyers into the programme

Children’s Cancer Foundation Shear Inspiration

Client

One of Singapore’s cancer organization, Children’s Cancer Foundation.

Brief

• To raise more money for the organization and awareness, acceptance and understanding of the childhood cancer in the community and to encourage both adults and children to get involved
• To look for sponsor partners to provide prizes for the fund raising events, Shear Inspiration

Objectives

• Looking to raise more money for the organization and awareness, acceptance and understanding of the childhood cancer in the community and to encourage both adults and children to get involved

Solution

• To select partners across different categories to provide sponsorships to raise funds

Key Partners

Shear Inspiration on Local Newspaper

> Printed Communication – Today Newspaper

Shear Inspiration on Millionaire Asia Magazine

Shear Inspiration’s Communication Platforms

> Printed

> Online

Shear Inspiration’s Partners’ Sponsorships

> Socatots

> Michelangelo’s Restaurant Group

> Grace Kids

Shear Inspiration & Rouges

> Printed Communication – Tent Cards

Results

• Raised over SGD$100,000 in total for the events
• Events organized were successful and objectives were met

InterContinental Hotels Group

Partner

Part of the InterContinental Hotels Group – a multinational company which operates several hotel brands and it is the largest hotel company worldwide by number of rooms.

Client’s Brief

Shear Inspiration:

• To raise more money for the organization and awareness, acceptance and understanding of the childhood cancer in the community and to encourage both adults and children to get involved
• To look for sponsor partners to provide prizes for the fund raising events, Shear Inspiration

Oversea-Chinese Banking Corporation (OCBC):

• To provide recognition and value to its Premier Onshore Customers through a new and targeted benefits programme
• Offering relevant and strong rewards carefully selected from dining, retail, lifestyle and travel partners
• Validity of each phase: 3 months

Objectives – Clients & Intercontinental Hotels Group

Shear Inspiration – Looking to raise more money for the organization and awareness, acceptance and understanding of the childhood cancer in the community and to encourage both adults and children to get involved

Oversea-Chinese Banking Corporation (OCBC) –

• To deliver premium value and recognition to their top Premier Customers through a targeted benefits/rewards programme
• To provide meaningful and easy to understand benefits/rewards
• To deliver value to a select group of ‘Premier’ merchants who share interest in the identified segment
• To increase their level of spend with the participating merchants

InterContinental Hotels Group – Looking to help the needy and to gain more brand exposure

Solutions – Clients & Intercontinental Hotels Group

Shear Inspiration – To select partners across different categories to provide sponsorships to raise funds

Oversea-Chinese Banking Corporation (OCBC) –
To select high-end partners across the various categories that fits the profile and interest of the OCBC’s Premier Customers. Partnership Marketing (PM) collaborating with Partnership Marketing Network (PMN) to:

• Assess
• Shortlist
• Source
• Acquire

Communications of the Premier Lifestyle Banking Programme are sent across multiple channels such as:

• OCBC Relationship Managers
• Online and offline advertisements
• SMS
• Internet/Mobile Banking
• Premier Hotline
• ATMs
• Premier Centres

InterContinental Hotels Group – To provide strong offers to the clients’ events and programmes

OCBC and InterContinental Hotels Group
> Printed Communication

Results - Clients & InterContinental Hotels Group

Shear Inspiration –

• Raised over SGD$100,000 in total for the events
• Events organized were successful and objectives were met

Oversea-Chinese Banking Corporation (OCBC) –

• Partners received an increase in sales’ figure and queries by about 10% to 20%
• Achieved a higher level of Premier Customer recognition and satisfaction through specially designed programme
• Provided a sense of higher value and appreciation amongst Premier Customers

InterContinental Hotels Group –

• Increasing number of customers booking with their hotels
• Increasing sales revenue and brand exposure

Language Direct

Partner

London-based company which provides services to both public and private sectors via an unrivalled network of interpreters, translators and transcribers.

Client’s Brief

Global Financial Institution wish to provide recognition and value to their corporate cardholders by a providing a suite of exclusive benefits across different business-oriented categories to them

Global Technology Solutions Company wish to provide recognition and value to it’s resellers/buyers of their products/services through a new benefit programme by offering business and lifestyle rewards – carefully selected from dining, retail, lifestyle and travel partners

Objectives – Clients and Language Direct

Global Financial Institution – To achieve:

• Brand recognition to the qualified business audience
• Increase in sales revenue

Global Technology Solutions Company –

• To motivate resellers/buyers the use of the latest technology in build of system and yet get rewarded
• To look for business partners that would help the resellers/buyers to grow their business
• To look for lifestyle partners that would make the resellers/buyers feel special
• Language Direct – To gain more brand awareness and sales revenue from the programmes

Solution – Clients and Language Direct

• Global Financial Institution – To provide good annual business offers with the capability for business cardholders to pay via the specific corporate credit and debit cards
• Global Technology Solutions Company – To source and select redemption partners across the various categories in the Asia Pacific region who would provide strong motivational benefits or products to be offered as a reward item to the resellers/buyers and will return in part or full payment back to the partners
• Language Direct – To provide strong and relevant offers across the Asia Pacific region for the clients’ programmes

Global Financial institution and Language Direct’s Online Print

English and Mandarin Versions

Global Technology Solutions Company & Language Direct

Online Rewards Redemption

Results – Clients and Language Direct

Global Financial Institution –

• Continually achieving high sales revenue and brand exposure with this partnership
• All objectives have been met

Global Technology Solutions Company –

• Continually achieving recognitions and satisfactions from their resellers/buyers through the rewards programme
• Increasing of sales revenue and number of resellers/buyers into the programme

Language Direct –

• Increasing number of customers using their products and services
• Increasing sales revenue and brand exposure

Partnership Marketing are delighted to launch their new website www.partnershipmarketing.com

Chris Reed, Regional Partnerships Director says “the new website demonstrates to all potential clients what we can do for them across Asia Pacific and is very easy and quick to navigate, we hope everyone who visits it is able to get everything they want from it and choose to persue partnership marketing with Asia’s leading partnership marketing agency.”

Starwood Hotels & Resorts Asia Pacific Starchoice

Client

• Specialist in Hospitality Ownership & Management,
• Starwood Hotels & Resorts Asia Pacific is one of the
• World’s largest hotel company

Brief

• Enhance the solicitation process for the collection of quarterly promotions from the Starwood properties through the region.
• Promotions to be published through the booker communication programme, Starchoice – the main communication channel to their members.
• Acquire only one partner per region, to be featured with their $XX worth of prizes and with the criteria of shipment capability to the relevant end destinations.

Objectives

• Sponsored Prizes per issue: To motivate and encourage continuation of readership on their Starchoice magazine
• Implementation of contest mechanics or stimulating contests: To act as a form of activity to engage and elevate interest of readers

Solution

• To define programme strategy and deliverables milestones
• Set up infrastructure to manage and deliver the promotions effectively from the hotels, including the development of a bespoke solicitation system
• Define launch and on-going communication mechanics to support the properties in providing the content
• To move from manual request and supply of promotions
• To create digital platform enabling time efficient supply of offers and promotions

Key Partners

Starchoice Online Offer

Starchoice Retail Partners – Acme

Starchoice Retail Partners – Perlini Silver

Results

Music is leading the way in creating imaginative brand partnerships

What do Simon Cowell, Faithless and Warner Brothers all have in common? They are all masters at creating brand partnerships in areas where many brands fear to tread. Faithless have been both creative and open minded in the brand partnership that they have struck up with Fiat. Their new video and Fiat’s new advert have effectively become one. As Faithless don’t have a record label they have negotiated with Fiat to finance their new video in return for positively brand endorsing and cooly associating Fiat with themselves for no fee. Fiat have also bought a media campaign to promote the new Fiat featured within the advert/video which then dovetails into a marketing campaign for Faithless’s new single. Effectively Fiat’s media campaign is Faithless’s marketing campaign which will cost Faithless nothing but their positive association. Fiat would have spent the money anyway they are just getting a much cooler creative and music association this way while Faithless are tapping into the car giant’s immense resources for their own benefit. A great brand and financial partnership all round. Simon Cowell understands brand synergy and brand partnerships more than most people in marketing do. He has exploited the X Factor appeal pragmatically and without hesitation and has created brand partnerships with some of his X Factor stars that match their specific target audiences. Alexandra Burke, has recently signed up for Unilever deodorant brand Sure For Women, operatic pop group Il Divo has linked with Alberto Culver shampoo brand TREsemme, while Leona Lewis has promoted clothing for US trade body Cotton Incorporated and fronted a campaign for video game Final Fantasy XIII. Girls Aloud fronted a £9m promotional campaign for Nestle’s Kit Kat Senses and have featured in ads for Sunsilk shampoo and Samsung. Cowell gets the concept of commercially based partnerships like few in the world do. Finally Warner Brothers have their own brand partnership division such is the huge potential of this area. They have negotiated a deal between Puma and Paolo Nutini where the singer’s appropriately titled “New Shoes” will feature in all marketing channels for Puma’s new sports lifestyle range. The campaign includes TV, radio, mobile and online, as well as point of sale in Puma stores. This is a great brand partnership which will effectively be promoting the singer to a different audience and gaining his brand endorsement for Puma and vice versa.

Partnership Marketing Appoints Chris J Reed As Regional Partnerships Director

Partnership Marketing (PM) and Partnership Marketing Network (PMN), Asia Pacific’s leading partnership marketing agencies are delighted to announce that Chris J Reed is to become their new Regional Partnerships Director for Asia Pacific. Reed was previously Chief Executive Officer of the UK’s leading partnership marketing agency Cocktail Marketing for 8 years.

Reed takes charge of PM & PMN after successfully launching and running Cocktail in the UK for the past 8 years winning clients ranging from Nestle to the COI, LOVEFiLM to Play.com, The Guardian to RBS/Natwest, Fitness First to BlackBerry.

Reed’s brief will be to accentuate PM and PMN’s success in Asia Pacific. He will lead the two agencies into significant growth by both winning new clients as well as servicing existing clients and the Collinson Group of marketing services agencies itself.

Partnership Marketing and Partnership Marketing Network creates brand centric marketing, promotional and benefit partnerships and programs across Asia Pacific for some of the largest global brands in sectors ranging from financial to travel, retail to leisure.

Chris Rogers, Director of parent group Collinson said, “Chris has an excellent track record of both winning and developing clients within the partnership marketing sector and is ideally placed to exploit the growth in the Asian economies. Partnership marketing is growing in both awareness and budget allocation amongst major brands and Chris will lead our two Partnership Marketing agencies to capitalize on this.”