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The Singapore Toy, Game & Comic Convention (STGCC), which celebrated their 10th anniversary in September 2017, is an eclectic mix of pop culture and animation from the East and the West. Wanting it to be the biggest edition yet, STGCC needed to reach a wider and broader audience than ever before in order attract enough public attention.

Mutant created a strong PR-driven campaign to reach a wider consumer audience for both STGCC and Star Wars: Experience the Force Singapore – a special global fan event held to celebrate the latest Star Wars movie. In order to drive awareness and public attention, we managed all media communications, including invites for all media previews, onsite media centre management and follow-ups with all media after the event. 

The PR campaign generated strong media coverage in Singapore and across Southeast Asia, including print, broadcast and mainstream online media, resulting in a PRV of over $19 million, exceeding targets. STGCC saw not only a record attendance for the Star Wars (50 pax) and STGCC (60 pax) media previews but also over 300 media in attendance for the event itself.