Target Audience
Youths, students, young working adults and PMEBs (Professionals, Managers, Executives, Businessmen) who likes pop and electronic dance music
Brief overview
A shopping mall song is needed to communicate the different facets of Orchard Central, namely:
1. Food
2. Fashion
3. Beauty
4. Home Decor
5. Shoes
6. Gifts
7. Sports
8. Desserts
The melody/ tune needs to be upbeat. It should convey an abundance of youthful energy and confidence. The target audience would be basically youths, students, young working adults and PMEBS who likes pop and electronic dance music.
The lyrics needs to be catchy and can centre on the eight facets of OC, describing how Orchard Central is a cool, hip and lifestyle oriented with wide shopping/eating selection offered at the mall.
Below are some of the words and winning entries people associate Orchard Central (using Facebook contest) to be included as part of the lyrics, but it is crucial not to make the lyrics so functional to the extent that it loses its emotional appeal.
Important Keywords:
Food: delicious, delight, flavour, delish, creation, art, relieve, sweet
Beauty: inner beauty, light, confidence, cosmetic, love, therapy, reveal, lovely
Shoes: heels, walking, favourite, great heights, comfortable, pretty, stepping over obstacles
Fashion: rejuvenate, fashion show, runway, young, shop, style, classic, trendy, spark
Sports: Champions, desire, dreams, vision, leader, strong, fit, boundaries, alive, life
Gifts: Love, giving, inexhaustible, receive, appreciation, from the heart, share, joy, embrace
Desserts: spread love, share dessert, sweet, surprise, warm, taste, spoonful of romance, a bite of love
Home Decor: Decorating, passion, creative, freedom, style, class, place, comfort, simplicity, relaxing
Winning entries:
1. “I love good food and am delighted by creative dishes. And I believe in having tasty food with good ambience! That's why I to go to Orchard Central!”
https://www.facebook.com/photo.php?fbid=10151853756022019&set=pb.176821407018.-2207520000.1392028050.&type=3&theater
2. “Discover and Let your inner beauty shine at Orchard Central "Nothing beats this awesome giveaway." Let's enjoy this festival season with Orchard Central!”
https://www.facebook.com/photo.php?fbid=10151857395842019&set=a.186757362018.139258.176821407018&type=1&theater
3. “Shoes always give me life to be always fighting and walking through all the obstacles in life.”
https://www.facebook.com/photo.php?fbid=10151858961617019&set=a.186757362018.139258.176821407018&type=1&theater
4. “Every day is a fashion show and the world is my runway.”
https://www.facebook.com/photo.php?fbid=10151864490282019&set=a.186757362018.139258.176821407018&type=1&theater
5. “Champions aren't made in the gyms. Champions are made from something they have deep inside them -- a desire, a dream, a vision. Go and find your champion in Orchard Central today!”
https://www.facebook.com/photo.php?fbid=10151867678802019&set=a.186757362018.139258.176821407018&type=1&theater
6. “It's not how much we give but how much love we put into giving.”
https://www.facebook.com/photo.php?fbid=10151867683712019&set=a.186757362018.139258.176821407018&type=1&theater
7. “Spread the love, share the dessert.”
https://www.facebook.com/photo.php?fbid=10151867684867019&set=a.186757362018.139258.176821407018&type=1&theater
8. “I want to make sure I'm not a dilettante. Decorating has been a passion all my life. I love it.”
https://www.facebook.com/photo.php?fbid=10151867689317019&set=a.186757362018.139258.176821407018&type=1&theater
You can obtain more info from the contest from the Facebook:
https://www.facebook.com/oc
Orchard Central website:
http://www.orchardcentral.com.sg/
