Highlighted in the previous assignments, SK-II is rated highly along the dimensions of salience, performance as well as brand judgment. Nevertheless, the lack or absence of brand feelings is a critical issue that the group seeks to address in this assignment. 

 

As brand name that runs through the many minds of Singaporeans, the lack of emotional elements along the emotional route of the CBBE pyramid might lead lead to difficulties in building in-depth resonance; the highest order of priority in the pyramid. In addition, as SK-II seeks to expand its market segments (into the men and young women segments), brand feelings such as warmth, social approval and security reinforces the passion behind the brand, providing more reasons for the target segments to connect and relate to the brand. 

 

Pop-up stores allow SK-II to create a unique environment that is more engaging for its customers. It entices the feeling of relevance and interactivity to the brand. Therefore, riding on the advantage success of Pop-up stores, this campaign aims to recreate these feelings of SK-II through a concept commonly termed as experiential marketing. To capitalize on this opportunity, this campaign also seeks to address several other gaps of the brand.

 

In addition, this Pop-up stores campaign also seeks to inculcate the relevant product knowledge consumers lack through the use of its rich brand heritage, bringing the experience from the advertisement to each of the visitors, strengthening the fundamentals of the elements along the emotional route of the CBBE model as well as reiterating the brand judgment element of the brand. 

 

To capture the essence of the value, this campaign is entitled “Experience Perfection”.