S'pore newcomer raises title's profile with media blitz

Created by Saatchi & Saatchi Singapore, the multi-media offensive is built around the tagline 'For real women' in line with the magazine's goal of reaching successful women aged over 30.

Launched in August, Dare purports to offer local women an insightful and intelligent read by addressing issues on money, investment, family and health, entertainment and home, in ways that interest the target group.

Graham Kelly, Saatchis executive creative director, said the creative communicates with women in a playful, yet insightful way.

Kelly said the agency wanted to go beyond conventional thinking in the use of media. As a result, in addition to the print campaign, taxi tops, interactive and ambient media were used. "The integrated approach makes sense. It allows us to reach our audience whether they're commuting, surfing the net, reading at home or even when shopping," said Kelly, adding that the budget required the agency to be "more imaginative" with the creative work and media used.

One ad placed in the form of a sticker above a weighing scale in a gym featured the messages, 'These things never work properly anyway'. Another execution placed in the changing rooms of shopping centres read, 'Strange how you can shop for years and still have nothing to wear', while a taxi-top ad read, 'For once, a man who actually listens to directions.'

Web banners were also placed on lifestyle-specific sites, with humourous copy such as 'Men are like computers. In order to get their attention, you have to turn them on.'

PanPac Media Group's business development director, Aun Koh, said: "The combination of taxis, guerilla marketing, web banners and magazine advertising helps us reach our target audience at key touch points, and do it in smart, memorable ways."