Singapore – Meta has launched a new campaign in APAC that aims to showcase the ingenuity of small businesses across the region. The campaign, ‘Good Ideas Deserve To Be Found’, was done together with Sydney-based independent creative agency Now We Collide.
The campaign consists of a series of 15-second advertisements and highlights the stories of nine different SMBs from countries in the region including Australia, Hong Kong, Indonesia, Japan, and Korea as well as the Philippines, and Thailand.
Each of the creative executions centres on revealing the ‘invisible’ product of a small business. One shows a boy wearing a bike helmet and pads apparently floating along before an Instagram ad unit reveals the bike he is riding. Another features a woman who looks like she is practising Jiu-Jitsu only by herself, before revealing that she is, in fact, sparring with her instructor.
The goal of the campaign is to raise awareness about the tools and resources available to help small businesses connect with new audiences and expand their businesses online. It’s based on the premise that there are millions of fantastic ideas ‘floating around’, and that it can be challenging to make it stand out from the rest.
Alex Sloane, director of marketing, Meta Australia & New Zealand, said that the last two years have been uniquely testing times for SMBs, providing some serious challenges with store closures and new opportunities with the explosion in digital retail.
“With this campaign, we wanted to draw attention to the wealth of resources available to help them use digital tools to even better effect, with the potential to create truly global businesses. We genuinely believe that ‘Good ideas deserve to be found.’ and can come from anywhere,” Sloane added.
Ryan Bodger, chief creative officer for Now We Collide, shared, how excited they are to be involved in a campaign that would help out many SMBs across APAC, especially as it was filmed during one of the more challenging periods of the pandemic.
Bodger emphasised, “We had to grapple with these challenges as well, and our team was able to bring to life these stories from all across Asia either filming remotely or in-studio and on location in Sydney.”
“By bringing the client into the studio ‘virtually’, we were able to closely collaborate throughout the production process, making approvals frictionless. We streamlined the process through live video offline edit sessions, bringing together various stakeholders from different locations across the globe,” Bodger adds.
Meanwhile, Keir Maher, chief executive officer of Now We Collide, commented, that one of the more positive things the pandemic has given them is the ability to work in ways we never thought possible.
Maher added, “Quick adaptation to change has always been part of the Now We Collide DNA, but now it is built into our production processes and methodologies. This campaign is testament to our abilities as a nimble and effective team.”
The campaign will be distributed via digital channels and Meta-owned platforms through Dentsu Media.
