Save my Bubble Tea was a viral integrated marketing campaign proposed to PUB for the Social Movement Campaign during my polytechnic days. It intends to raise awareness on the importance of saving water, educate youths on good water-saving habits, and remind them about water scarcity.

Client: PUB Singapore

Creative Strategy

The idea involves the use of bubble tea, which is no longer available due to lack of water conservation efforts. Our protagonist of the campaign, Jason, goes on a journey to keep his beloved drink sustainable through conserving water. Throughout the campaign, Jason shares his journey on saving water and provides useful tips to the audience for real-life application. With every pledge on the pledge website and comments section, Jason would be closer to his goal of saving enough water to bring back his beloved drink. 

Pledge Mechanisms

There are two ways to pledge: On the pledge website, by clicking the “I PLEDGE” button or commenting ‘#SaveMyBBT’ in the comment sections of our social media posts. It also has a real-time counter showing the number of pledges that have been made. 

Promotion Mix Tools

Promotional tools used are Advertising, Public Relations, Sales Promotion and Direct Marketing. For Advertising, we have social media (Youtube/Instagram) as our main online tool.

The offline tools used are the bulletin board in polytechnics, MRT stations, bus stops, banners at community centres and digital screens in spaces youth visits often.

For Public Relations (PR), a PR stunt will be performed, and a mini roadshow in Nanyang Polytechnic and Singapore Polytechnic. Under Sales Promotion, incentives such as cash vouchers will be given out during the roadshows. The pledge website and the booths during the roadshow are classified under Direct Marketing.