Singapore – National water agency PUB is promoting water conservation in its new campaign with advertising agency Grey Singapore.
Going beyond highlighting the significance of conserving water, the campaign reflects the shared journey of Singaporeans and how much they have progressed.
In line with the SG60 commemoration, the campaign film features the National Day soundtrack ‘Home.’ Titled ‘Our Water Makes Every Moment Count,’ the campaign film shows how important water conversation is in Singaporeans’ daily lives.
The recently launched campaign has rolled out across digital and social media platforms, OOH, and TV.
Singapore recently celebrated the Singapore World Water Day on March 8 and 9, encouraging citizens to practice water sustainability.
“Over the past 60 years, water has played a significant role in charting our journey in nation-building. As our water story continues to evolve, now is the right moment for us to reflect on how far water has brought us – not just as a nation, but also as individuals and communities. Water flows through everything we’ve built, and it remains a precious resource that will sustain our growth and prosperity. Let us cherish it and continue to make every moment count,” Cindy Keng, director of PUB’s 3P Network Department, commented.
“What a privilege to work on this campaign with PUB who are so passionate about the work they do, our job simply was to showcase this commitment to the nation,” Rohit Nair, managing director of Grey Singapore, said.
“Sometimes, all it takes is seeing something familiar in a new light to realise how much it matters. We all know how important water is, but we rarely feel it. That’s exactly what we hope to do — to remind people why caring for our water that sustains the activities that we love, matters now more than ever,” Graham Drew, chief creative officer at Grey Singapore, said.
With the motto “unlocking what’s next” in marketing, The Next Practice, a global marketing communications company, recently collaborated with Ant International to demonstrate how sustainability marketing can become integral to activating a brand’s purpose.
In an exclusive interview with MARKETECH APAC, The Next Practice shared insights into this collaboration. During the Singapore Fintech Festival 2024, Ant International showcased its commitment to sustainability and digital innovation through an immersive augmented reality (AR) activation focused on eco-tourism and MSME support. This initiative not only emphasised sustainability but also highlighted its importance as a driver of long-term economic and social value.
“Sustainable tourism holds immense potential to serve as a catalyst for environmental conservation, social progress, and economic development. Through this AR interactive travel experience, we aim to showcase how eco-tourism, supported by digital solutions and financing, can create local jobs, preserve cultural heritage, and protect natural ecosystems. By merging digital technology with purpose, we’re inspiring a new wave of travel that contributes to shared prosperity and sustainability,” said Carrie Suen, vice president and global head of international affairs and sustainability strategies at Ant International.
When discussing sustainability in the marketing context, many brands mistakenly confine it to corporate responsibility initiatives, ESG reporting, and short-term campaigns. Traditionally, marketing has been a powerful tool for driving commercial growth by influencing consumer behaviour. With increasing awareness of sustainability, sustainability marketing has emerged as a new driver for fostering conscious consumption that rewards purpose-driven companies. True sustainability involves embedding sustainable practices into a company’s business model, ensuring that the business, stakeholders, and customers thrive together in perpetuity.
Sustainability marketing: Turning awareness into action
Bev Ho, head of sustainability marketing at The Next Practice, explained the transformative power of immersive experiences through gamification in creating impactful sustainability campaigns. “Gamified elements turned passive awareness into active participation, enabling participants to connect their actions—like supporting social development and environmental projects—with tangible impacts on sustainability,” she said.
In this activation, Ant International invited participants to immerse themselves in an AR experience by selecting avatars and exploring Sumbawa, Indonesia. Activities such as whale shark conservation and visiting local bee farms allowed participants to see firsthand how sustainable practices create positive change. These engaging, hands-on experiences underscored the importance of integrating sustainability into daily actions and highlighted the critical role of community-driven efforts in fostering long-term environmental and social progress.
Uplifting smaller communities
Sustainability is not only about environmental conservation; it is also about empowering smaller communities to drive social and economic development. Ant International’s activation highlighted the vital role MSMEs play in fostering sustainable development.
“According to data from the United Nations, MSMEs represent 90% of businesses, 60 to 70% of employment and 50% of GDP worldwide. They are local heroes that can drive social, economic, and sustainable progress. By enabling game participants to support and empower MSMEs with solutions such as digital payments and green financing for renewable energy, everyday consumers can understand how they can contribute to greater sustainable development in small but meaningful ways. The immersive experience is more than just a game—it’s a way for people to realise that their choices can lead to real change,” Carrie explained.
Addressing the gap through technology
One of the most significant challenges brands face is bridging the gap between sustainability awareness and motivating real-world action. Ant’s AR experience tackled this issue by leveraging technology to create immersive, interactive experiences that allowed participants to visualise potential real-life impacts.
Bev added, “The gamification approach makes abstract sustainability concepts tangible, motivating participants to take actionable steps through relatable examples and real-time engagement. The use of ‘phygital’ – a combination of physical and digital – engagement transformed complex sustainability concepts into potential realities. This approach enabled participants to see the immediate impact of their actions, inspiring them to contribute to a sustainable future in their daily lives.
Lessons for other brands
Ant International’s campaign offers invaluable insights for brands aiming to elevate their sustainability initiatives. “Brands can learn from this campaign by leveraging phygital experiences and community-driven narratives to make sustainability engaging and impactful. By utilising digital tools and showcasing local, relatable heroes, they can transform abstract goals into tangible, measurable outcomes,” Bev elaborated.
Chris Foster, CEO of The Next Practice, emphasised, “At the core of sustainability marketing lies the belief that change begins with engagement. This AR experience seamlessly bridges the physical and digital worlds, immersing people in a vision of a better future and their ability to contribute. By fostering connection and motivating action, we empower individuals to be part of the solution. This represents the future of sustainability—where inspiration drives meaningful, collective change.”
Sustainability marketing is not a fad; it is a marketing paradigm for long-term brand success. Today’s consumers demand transparency, environmental stewardship, and meaningful action. By leveraging tools like augmented reality and digital innovations, brands can craft immersive narratives that deeply resonate with audiences.
Engaging with smaller communities and amplifying their sustainable practices not only brings authentic stories to the forefront but also strengthens the social and economic fabric of these regions. Embracing sustainability marketing positions brands as leaders in driving positive change, building trust and loyalty in an increasingly sustainability-conscious marketplace.
Singapore – Mattress manufacturer Simmons has launched a new campaign urging Singaporeans to prioritise sleep in collaboration with McCann Worldgroup Singapore.
The ‘Advance Your Sleep’ campaign, in time for World Sleep Day, celebrates the centennial year of Simmon’s Beautyrest brand. Through the campaign, the brand showcases its innovation towards smarter ways to sleep.
Simmons and McCann Worldgroup Singapore is releasing a social film on TikTok and YouTube while conducting on-ground activations aimed at young adults. It is set to run across Singapore, Malaysia, Indonesia, the Philippines, Vietnam, and Thailand.
The campaign builds on the findings of a 2023 study that Singapore is the third most sleep-deprived country.
Samantha Vong, managing director at Simmons SEA, said, “We conducted a closed-door pitch with some notable creative agencies last year and McCann’s creatives won the hearts of the management as well as a team of staff, made up of 20s to 40s, selected to vote and provide valuable feedback. The same creative was also tested in the regional markets, which garnered a positive response. The entire “Advance Your Sleep” campaign succinctly addressed the challenges we faced.”
“The creatives and headlines were cleverly crafted to relate with our 20s to 35s audience (keyboard, planet care and smartwatch, hustle culture etc). The RTBs, with their distinct colour scheme and spot-on creatives, help us to ‘cut through the clutter’ and stand out from a sea of sameness in the mattress industry. Accompanied by a well-thought-out media plan, we are confident it will drive desirability for Simmons brand amongst these younger audiences.”
“Last but not least, it is amazing that after 20+ years, Simmons is back to working with McCann Worldgroup. We are assured of McCann’s team and their work, just as much as our customers are assured of Simmons quality and our brand promise of undisturbed sleep for a healthier you.”
Fathrul Fazakir, general manager at McCann Singapore, commented, “Singapore is consistently ranked among the most sleep-deprived cities in the world. What should be essential has unfortunately become a bit of a luxury. On World Sleep Day, we’re advocating for better sleep for the region by partnering with Simmons, experts in rest with a 100-year-old legacy. We hope that as everyone advances in life, we’ll advance their sleep with the latest in sleep tech.”
United Kingdom – Liverpool Football Club (LFC) is reuniting with adidas, striking a multi-year partnership anew. The sportswear giant is set to kick off its deal with LFC in August 2025.
Marking the return of an iconic partnership, adidas will be the club’s official kit partner, seeing the brand supply match kits, training gear, and apparel to all teams and staff.
The partnership rekindles a connection that spans some of LFC’s successful periods from 1985 to 1996 and 2006 to 2012. The previous kits were among fan favourites as they adorned the iconic three stripes.
This marks LFC’s third partnership with adidas.
The new adidas Liverpool kits will be revealed through the brand and club’s channels. They will be available for purchase starting August 1, 2025.
Liverpool is currently in partnership with adidas’ competitor Nike, with the deal set to conclude in July after five years.
Billy Hogan, CEO of Liverpool FC, said, “Everyone at the club is incredibly excited to welcome adidas back into the LFC family. We have enjoyed fantastic success together in the past and created some of the most iconic LFC kits of all time. adidas and Liverpool share an ambition of success and we couldn’t be more excited to partner together again as we look forward to creating more incredible kits to help drive on pitch performance. We’d like to thank Nike for their support over the last five years and wish them well for the future.”
Bjørn Gulden, CEO of adidas, commented, “We are extremely excited that adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base. The jerseys worn during previous partnerships are some of the greatest ever created. We are honoured to once again provide the players with cutting-edge technology to perform at the highest level and are looking forward to creating more classics for the fans.”
Philippines – Digital marketing agency Hashtag Interactive is set to lead MAAGAP Insurance’s brand evolution in the Philippines. The partnership aims to modernise the insurance company’s brand.
MAAGAP aims to make insurance more accessible for Filipino families, continuing its commitment to making it inclusive in the Philippines through digital innovation with Hashtag Interactive.
Through a brand refresh, MAAGAP seeks to forge connections with more Filipinos, solidifying its position as a forward-thinking non-life insurance provider.
Hashtag Interactive has collaborated with brands such as Danone, Electrolux, and Maybank.
“This partnership marks an exciting new chapter for MAAGAP as we continue to evolve and adapt to the changing needs of the Philippine market. Strengthening our brand is a natural step in our commitment to making insurance smarter, faster, and more accessible for Filipinos,” Martin Dela Rosa, president and chief executive officer of MAAGAP, commented.
“With Hashtag Interactive’s expertise in shaping impactful and memorable brand identities, we are ensuring that MAAGAP’s message is clear, compelling, and resonates with the right audiences as we drive our growth forward,” Dela Rosa added.
MAAGAP is the first non-life insurance provider in the Philippines to sign the United Nations’ Principles for Sustainable Insurance.
Recently, Triple P Capital and its investor group acquired an 85% stake in MAAGAP.
Philippines – Book Nook, a learning hub powered by SM Supermalls, is expanding its activities lineup as it celebrates the significance of storytelling and creativity.
The initiative, which transforms spaces within SM Supermalls into literary hubs, is launching art workshops, cultural activities and storytelling sessions at SM Aura and SM Podium. The activities are tailored for families, students, and aspiring creatives.
Going beyond a reading space, Book Nook now allows its participants to enjoy watercolour painting, lantern-making, and comic strip design.
Book Nook also hosts various literary events, including live poetry readings, silent book clubs, and book launches. It also helps people connect with international cultures through cultural events like ‘Tikoy 101’ and ‘Book Nook Reading Festival.’
Additionally, Book Nook and SM Supermalls have launched the first ‘Australia Corner’ at SM Podium, attended by SM Supermalls president Steven Tan and Australian Ambassador HK Yu.
“Stories bring people together. Through Book Nook, we celebrate creativity while making learning accessible to all,” Architect Shereen T. Sy, pioneer of Book Nook, said.
Book Nook is SM Supermall’s community-driven free library, where mallgoers can browse or take home books if they donate another.
Indonesia – As part of its expansion in Southeast Asia, Havas has formed a strategic alliance with Indonesia-based independent agency Moonfolks, uniting Havas’ media expertise with Moonfolks’ integrated and digital marketing capabilities.
Operating as ‘Havas Moonfolks,’ the partnership will offer a range of services, including traditional and digital advertising, social media, programmatic buying, performance marketing, creative development, and brand strategy. The collaboration aims to streamline media and creative efforts, enhancing the effectiveness and relevance of brand campaigns.
The alliance also reflects Havas’ broader strategy of integrating talent, capabilities, and platforms to streamline media and creative services. The partnership aims to enhance brand solutions by leveraging data, media, and creativity.
Additionally, the collaboration will introduce Havas’ proprietary tools and services, including Havas Market (eCommerce), Havas Play (Content & Activation), and CSA (Data & Tech), to the Indonesian market.
Effective January 6, 2025, Havas’ media team has integrated with Moonfolks, officially launching operations under the Havas Moonfolks brand.
Moonfolks will continue to operate as an independent creative and integrated agency under the leadership of its founder, CEO, and president director, Anish Daryani. Through this partnership, media and creative services will be integrated under the Havas Moonfolks umbrella.
Daryani will also assume the role of president director for Havas Moonfolks, bringing his industry expertise and market experience to drive growth and innovation. He will be supported by Stefanus Christofer (Steven) as general manager, working alongside Pankaj Nayak, the newly appointed president of SEA at Havas Media.
Under the guidance of Rana Barua, group CEO for India, SEA, and North Asia, Daryani and his team will have the resources and support needed to drive strategic decisions, align with regional objectives, and strengthen market growth.
Speaking about the alliance, Barua said, “Indonesia is one of Southeast Asia’s largest and fastest-growing markets, making it a strategic priority for us. This strategic alliance with Moonfolks marks a significant milestone in our growth journey and strengthens our position to lead with our Converged strategy, amplifying our ability to deliver impactful solutions for brands in local, regional, and global markets.”
Meanwhile, Daryani explained, “The industry has created significant complexity by separating creative and media functions into different agencies. I’ve witnessed firsthand how disconnected these teams can be, even when working on the same client or within the same holding company.”
He added, “By uniting creative and media, we are leading the charge in challenging the traditional approach, bringing integrated agency teams together to solve business challenges for our clients. This collaboration provides a proven model that combines creative content, effective distribution, and a higher ROAS for brands. Through this alliance, we have completed our integrated model, allowing us to accelerate commerce for our clients in a way that truly drives results.”
Singapore – Singaporean bank POSB is promoting better financial habits in its latest campaign in collaboration with creative agency The Secret Little Agency.
The campaign builds on the bank’s efforts to advance financial wellness amongst Singaporean consumers.
At the heart of the campaign is a film exploring the theme of life, shown through the lens of death. Directed by Thanonchai Sornsriwichai, it follows the relationship of a mother and her son, their story reminding viewers to honour life with good financial habits.
The film also intends to break the concept of financial planning as intimidating as it focuses on relatable characters.
POSB’s campaign follows the release of the Ministry of Finance’s Singapore Budget 2025 in February, which aims to strengthen Singapore’s economic resilience while investing in its future growth. The statement, delivered by Prime Minister Lawrence Wong, invited Singaporeans to reevaluate their money habits to manage their expenses well.
A DBS study also prompted the campaign, which found that Gen Zs and millennials are falling behind in investing for their future.
“Through this film, we aim to broaden the concept of self-care to include prioritising our financial well-being. We have a responsibility not just to ourselves, but also to our loved ones, to plan our finances effectively and ensure a comfortable retirement. This is not a burden we want to place on those we care about. Neglecting our own financial wellness, even with the intention of caring for others, should not be seen as a selfless sacrifice. It is an important reminder that small, thoughtful steps can make a powerful impact, especially when it comes to managing money,” Lim Bee Bee, head of marketing at DBS Consumer Banking Group, said.
“The unavoidable truth is that financial planning is the most powerful act of care that impacts not only ourselves but our loved ones too. We were often told this as kids, yet in the hustle and bustle of life, we’ve forgotten that the simple act of building good money habits goes a long way for our future,” Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency, commented.
“We saw a need to shift our focus back to create a nationwide movement centred around good financial habits that will serve us not only today but for the rest of our lives,” they added.
Philippines – In markets distinct for high-mobile penetration, marketers must adapt their strategies to connect with consumers. From in-app to social media engagement, there are intricacies in mobile marketing that call for exploration, especially for marketers seeking success in the region.
The marketing community in the Philippines, a mobile-first economy, is getting the opportunity to boost its strategies with the arrival of AppsFlyer’s first-ever Mobile Attribution & Marketing Analytics (MAMA) event in Manila. As a premier industry gathering, AppsFlyer’s flagship event is bringing together industry leaders and brands to deliver actionable insights and showcase the latest innovations.
With a carefully curated vendor presence, MAMA provides brands with the exposure and platform they need to forge meaningful connections within the mobile marketing sphere.
The Manila edition of MAMA, set to be held on April 25, 2025, at BGC Arts Center, is offering marketers the latest insights into mobile marketing. More specifically, it will explore how data-driven growth is shaping the current mobile industry.
The event’s lineup of speakers includes:
Delbert Ty, chief marketing officer at Coffee Meets Bagel
Ronen Mense, president and managing director for APAC at AppsFlyer
Jane Hou, head of product for APAC at AppsFlyer
Nico Marco, marketing director for SEAPAC at AppsFlyer
Varun Budhiraja, data collaboration platform evangelist at AppsFlyer; and
Lyn Nichapoke, business growth manager for SEA at AppsFlyer
and more to be announced!
MAMA Manila is tailored for mobile app professionals in marketing, growth, analytics, business intelligence, and customer engagement. Beyond gaining top-notch insights, the event also offers the opportunity for marketers to network and connect with fellow professionals in the mobile ecosystem.
MARKETECH APAC is a proud media partner of AppsFlyer for MAMA Manila.
To learn more about boosting mobile marketing strategies, head over to the official event page to secure a spot.
Singapore – Entertainment company Sanrio is defending its intellectual property (IP) rights in its new campaign across Southeast Asia, a crucial market for the company. The creator of Hello Kitty and other iconic characters is fighting against the sale of counterfeit goods through the multi-market campaign launch.
The ‘Sanrio Values Authenticity’ campaign begins its rollout in Singapore, Thailand, and Indonesia. It aims to inform consumers about the dangers of fake products while guarding its IP and fostering consumer trust.
The campaign’s core message is rooted in Sanrio’s philosophy of ‘Minna Nakayoku,’ which translates to ‘Getting Along Together.’ It also reflects its vision of ‘One World, Connecting Smiles’ as IP protection will help the brand continue to serve customers in the future.
Sanrio’s strategy includes out-of-home (OOH) and digital advertising across all three markets. This includes placements in Singapore’s Jewel Changi Airport, Bangkok’s centralwOrld, and Jakarta’s Dukuh Atas Transport Hub.
It also features collaborations with content creators like Ang Chiew Ting, Fauzi Aziz, and Leah Shannon in Singapore. Phavida Chiddaycha, Ajummabakorea, and Birdie Parva from Thailand will also be featured. In Indonesia, Sanrio is tapping Sunny Dahye, Andre Hendarto, and Meissie.
Beyond the public awareness campaign, Sanrio is also working with local authorities to strengthen IP enforcement.
Sanrio is also extending its IP protection efforts to China, with initiatives like an online forum and campaigns on news apps and social media.
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