Tag: Marketing Campaign

London, United Kingdom – Cybersecurity company Surfshark has recently ran a thought-provoking campaign on the streets of London. The campaign featured individuals wearing signs instead of clothes, urging social media giants to prioritise privacy and stop leaving their users feeling ‘naked’. 

The signs read “Don’t strip users of their privacy” and “Don’t leave your users naked”. The campaigners visited several busy areas across London, including the offices of major tech companies, to amplify their message.

‘Naked People’ raises awareness about social media security practices and the exploitation of user data. Surfshark’s mission is clear: safeguard individuals’ online identities and empower them to regain control of their personal information.

IIt is worth noting that Europe’s General Data Protection Regulation (GDPR) was expected to change invasive data collection practices with strict regulation and high fines. However, the huge increase in fines given to top social media platforms for GDPR violations shows that user data protection is still a pressing concern. Moreover, Facebook, Instagram, TikTok, and other big platforms — are all fined for mishandling user data.

Goda Sukackaite, privacy counsel at Surfshark, said, “An analysis of GDPR fines shows that the media, telecommunications, and broadcasting sector is the most heavily fined sector overall. Notably, the top social media companies, which are the largest data collectors, have also received the highest fines.”

She added, “Such penalties demonstrate the imperative to hold major social media players accountable for their data handling practices, ensuring that the privacy and safety of all users is given the utmost consideration and care.”

To highlight these alarming statistics, London’s vibrant and influential landscape offered the perfect setting to spark critical conversations around privacy and challenge the current norms in the tech industry.

Singapore – Samsung has recently rolled out a new global campaign alongside BBH Singapore, which features the Samsung Health and Galaxy AI and taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming.

The campaign focuses on the story of Stacey and Steve, who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.

Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the spot ends on a cliffhanger.

The ad, entitled “A Samsung Health Story: Racing to Fiji” is expected to be the first in a series, which will develop the characters and their “world” in future episodes. The longform version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features. 

BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a stellar TV background. Best known for his work on Saturday Night Live, Rhys has also shot several other acclaimed shows like Documentary Now!, Comrade Detective and Hawkeye by Marvel.

The idea behind the film highlights that when you get personalised AI coaching from Samsung Health, you see a clear way forward, motivating you to stay on track and making health so much more enjoyable. The Energy Score, several other new Samsung Health features including personalised coaching through wearables, sleep and exercise features are showcased in the film. 

The new campaign builds on BBH Singapore’s existing partnership with Samsung, which recently included launching a campaign for the Samsung Galaxy Watch.

The ad is running as a longform (2 and a half minute) spot as well as in 30 and 15 second edits, in global markets including UK, France, Germany and Korea and on platforms including YouTube, Instagram and TikTok.

Sascha Kuntze, chief creative officer at BBH Singapore, said, “We wanted to make something entertaining to show that health doesn’t always have to be serious and stressful. Thankfully, our clients bought into it and we were able to add elements of comedy to tell a really playful story.”

Meanwhile, Sung Chang, EVP at Samsung Electronics, commented, “With the launch of Samsung Health, the new Galaxy Ring and Galaxy Watch7 and Ultra, we introduced our new Energy Score – a daily measurement of your physical and mental vitality calculated by your sleep, sleeping heart rate, heart rate variability and daily fitness activities. And with Galaxy AI, you receive personalized insight messages and wellness tips to help you reach your personal health goals.”

Hong Kong – The South China Morning Post (SCMP) published the first issue of its revamped Sunday magazine ‘PostMag’ on September 22. Formerly known as Post Magazine, the iconic weekly was first published in 1989 and now offers a renewed focus on culture, art, travel and lifestyle through people-focused features. 

Each week, readers will discover the most exciting cultural happenings in Hong Kong and around the region. Interviews and profiles introduce emerging talent and go deeper with established personalities. Long-form features dive into lifestyle topics across culture, travel, food and drink, wellness and passions such as collecting and entrepreneurship. 

Moreover, a new web and print design modernises and breathes new life into the brand while retaining a connection to its legacy. 

Integrated into the revamp is a marketing campaign celebrating the significance of culture and lifestyle. The creative features three influential individuals–cultural entrepreneur Kevin Poon, fashion icon Vivienne Tam, and filmmaker Derek (Kwok Cheung) Tsang–who are shaping culture globally, sharing what life, culture, and discovery mean to them today. 

Formats include portraits, styled letters to their younger selves, and 30-second videos that are an ode to living well in our city. A high-profile launch event will take place in late October. 

Produced by the SCMP’s Morning Studio, the campaign reaches influential audiences through targeted media placements across the SCMP’s online and print, digital, and social platforms, as well as through digital media, direct mail, and out-of-home advertisements, including Hong Kong’s Statue Square. 

Lee Williamson, executive director of specialist publications at SCMP, said, “What does it mean to live well? It’s this question that guides the editorial at PostMag. The reimagined magazine inspires readers to curate the best of life, to better appreciate the arts and culture, and to make the most of their limited free time.”

Meanwhile, Catherine So, chief executive officer of SCMP, commented, “Post Magazine has long been known for its trusted, authoritative coverage of life in Hong Kong. This relaunch ushers in a new era with elevated design and content, building on its 35-year legacy of high-quality journalism.” 

Lastly, Cat Nelson, the newly appointed editor of PostMag, added, “I’m honoured to be leading the new direction of this iconic magazine that has long been a pillar of Hong Kong life. We’re excited to reach new audiences with PostMag while staying true to the core values that are so important to our loyal readers.” 

Kuala Lumpur, Malaysia – With the launch of Coway BEREX, a new sub-brand housing a range of advanced rest and massage products, household appliances brand Coway has launched a new campaign locally which will invite time-starved urbanites to pause their world and be transported into an alternate reality for relaxation.

Headlining the campaign is a brand film ‘Pause the World’ by Grey Malaysia and Directors Think Tank. Shot at one of the busiest spots in the heart of Kuala Lumpur, the first half brings the bustle of chaotic movements to a near standstill, turning the stressful into the sublime through the beauty of super-slow motion shots. 

Later in the film, the hero heads into an alternate BEREX dimension where time stands still around a series of creations designed for escapist relaxation.

Ryan Jung, head of marketing and product division at Coway Malaysia, said, “Coway views sleep and rest as basic human necessities, just as important as water and breathing. Coway BEREX will feature an integration of product categories – mattresses, massage chairs and massage beds- that have been proven to improve relaxation. Coway plans to be a pioneering force in the trending sleep and wellness business with this new sub-brand and drive the company’s growth.”

Meanwhile, Terces Pok, associate creative director at Grey Malaysia, commented, “The premise was inspired by Malaysia being among the top ten most stressed and overworked countries. When so many of the world’s leading innovators are inventing ways to do more things in less time, both Coway and Grey decided it’s time for a leading brand to take the opposite stance. Instead of technology that makes us move faster, how about tech that lets us be slower?”

Singapore – Singapore’s first digitally-native bank Trust Bank has recently launched its second credit card: the all-new Trust Cashback card, with S$1m up for grabs for one lucky customer and a campaign full of exciting promotions.

The campaign, created by the participation agency Iris Singapore in partnership with Havas Media Singapore, amplifies the launch of the Trust Cashback card which offers an experience of ease and transparency. 

Bringing this to life meant that Iris needed to channel million-dollar vibes through imaginative and striking visuals and powerful calls to action. To amplify this, Havas Media Singapore strategically deployed a mix of offline and online channels across out-of-home, radio, digital, and social platforms to ensure maximum reach and impact.

Moreover, the campaign casts two main questions in its messaging: ‘Who doesn’t want to be a millionaire? (Everyone does!)’ and second, ‘What would you do if you had a million dollars?’ By posing these questions in fun and cheeky ways, the campaign aims to delight Trust customers and drive the brand’s commitment to be an easy and rewarding banking experience for everyone.

Leading the campaign is a film entitled “If Only” and directed by Tanya Kneale (Atypicalfilms). It leans in on humour and levity by asking the main characters a question that most people would undoubtedly have asked themselves: “What would you do if you won a million dollars?”

In addition, from bus stops to MRT thoroughfares to in-train displays, the campaign covers Singapore in joyous, cash-filled key visuals. These placements also set the scene for a scavenger hunt in which all Trust Cashback card customers are invited to participate. Part of the campaign’s outreach as well to social media personalities is a press kit in the form of a ubiquitous pop culture trope: the nondescript silver briefcase. Though it contains no actual cash (merely references to cash, including a cash-themed blanket), the press kit means to convey that same million-dollar vibe with a wink and a nudge.

Lastly, the campaign invites Trust Cashback card customers to physically experience what could feel more like a million bucks than stepping into a wind chamber to catch some cash through an on-ground activation that will run for a total of four days at prime locations in Singapore.

Mira Bharin, chief marketing officer of Trust Bank, said, “The Trust Cashback card is innovative and differentiated through an experience which is instant, transparent and flexible. We believe that customers will love how it offers instant cashback credit and real-time tracking of earnings – which no other cashback card in the market offers. We are thrilled to partner with Iris and Havas Media for this campaign to perfectly encapsulate the excitement and potential of our latest offering.”

Meanwhile, Rebecca Nadilo, managing director of Iris Singapore, commented, “The chance for Everyday Singaporeans to win a million dollars needed to be launched in an equally big, joyful, surprising way that gets Singaporeans excited and participating. “We’re delighted to paint the town blue and do what Trust does best: give back to Everyday Singaporeans”.

Lastly, Kelvin Goh, media director at Havas Media Singapore, stated, “Having laid a strong foundation for our collaboration with Trust’s highly successful launch in 2022, we are excited to embark on another exciting launch and invite Singaporeans to experience Trust’s latest offering.”

This cashback card provides instant cashback credit, and real-time tracking of earnings and allows customers to pay a consolidated credit card bill with both the Trust Link card and the Cashback card. This is coupled with a market-leading quarterly bonus rate of up to 15% on a preferred spend category and unlimited cashback rate of 1.5% on other categories for new Trust customers, while existing Trust customers get 1%.

Singapore – Global logistics company DP World has recently released a new film set in Singapore, showcasing its partnership with the McLaren F1 team. The film features McLaren F1 members Lando Norris and Oscar Piastri, showcasing the dynamic partnership that supports McLaren’s performance on and off track.

The film, aptly titled “Every Second Counts”, showcases the partnership’s dedication to excellence–through meticulous preparation and pushing the boundaries of elite performance–traits reflected by DP World in its ambition to transform the future of global trade.

The partnership between DP World and McLaren began in 2023, with DP World supporting the McLaren Formula 1 Team to drive enhanced efficiency, reimagining the team’s supply chain to make it faster, smarter and more sustainable. 

Glen Hilton, CEO & managing director for Asia-Pacific at DP World, said, “Every second really does count – as much on the track as it does for our customers. Just as precision timing and flawless execution are crucial on the racetrack, they are equally vital in the world of supply chain operations.”

He added, “By harnessing advanced technology and innovative strategies, we ensure that our partners stay ahead of the competition, like McLaren Racing does in Formula 1. We are excited to witness the upcoming race and looking forward to a stellar performance by the team.”

As the global logistics partner of the McLaren Formula 1 Team, DP World continues to leverage its smart logistics solutions and global network to provide expertise and experience to support McLaren’s global and complex supplier network, in the pursuit of continuing the momentum for on-track performance gains. 

Jakarta, Indonesia – AIA in Indonesia has recently launched its latest ‘Rethink Healthy’ campaign, which aims to change how common folks view health and make it a bigger part of their daily lives by offering a new definition of health, encouraging more people to live healthier lives through enjoyable and easily integrated daily activities.

The ‘Rethink Healthy’ initiative from AIA seeks to advance a new, more relevant, and inclusive notion of health for all. It promotes a more sustainable and all-encompassing approach to health and emphasizes routine tasks that, when completed consciously, can enhance health in a more comprehensive and doable way.

The new campaign places a strong emphasis on the idea of “Berbeda-beda tapi sehat juga (different, but healthy too),” which suggests that everyone has a different definition and approach to maintaining a healthy lifestyle. Everyone may find their own method to reach their health goals with the support of easy-to-integrate simple activities like walking, singing, resting, taking public transit, and spending time in nature.

Kathryn Parapak, chief marketing officer at AIA Indonesia, said, “Everyone has a unique way of taking care of their health. Through ‘Rethink Healthy’, we want to show that healthy living can be achieved with multi-dimensional activities. The important thing is to find activities that suit each person’s lifestyle and preferences. We believe that by providing space for individuals to explore and tailor healthy activities to their needs, they will be more motivated to achieve their health goals.”

She added, “With simple and diverse daily activities, we hope that this campaign will involve more people in Indonesia to jointly realise a healthier, longer, better life. This campaign is also carried out in various AIA Group markets and is expected to contribute to AIA’s One Billion ambition to engage one billion people in healthier lives by 2030.”

As part of this local campaign rollout, AIA will also host a ‘Sing A Thon’ to bring the idea to life, inviting everyone to join in on group singing and karaoke. The purpose of the activity is to demonstrate that singing has advantages for both physical and mental health in addition to being enjoyable. The public is welcome to attend the ‘Sing A Thon’, which is scheduled for the end of 2024. 

Meanwhile, Dion Wiyoko, an AIA vitality ambassador, commented, “As someone who has a busy schedule, with this ‘Rethink Healthy’ I am rethinking my health and my family and I have found a new way to maintain a healthy lifestyle through AIA Vitality which helps me to maintain my health in a simple way even by walking. I became aware that these small, consistent steps can bring great benefits and changes to my health.”

London, United Kingdom – Popular soft drink brand 7UP has revealed its latest campaign ‘Level Up With 7UP’, a new global platform dedicated to those who are looking to elevate their social occasions. Drawing on popular insights and online trends, the soft drink brand recognises that both Gen Z and Millennials are more open when it comes to experimenting with food and drink options like never before. 

7UP is celebrating this creative expression, reiterating its role within social occasions by cementing itself as the go-to drink for crafting refreshing mixes to round out any gathering – becoming the perfect partner for the next wave of social enjoyment.

To celebrate, 7UP has released a short film that features friends turning up the fun by mixing 7UP in their own creative ways, showcasing their excitement and curiosity about their new concoctions. It captures how the playful experimentation with 7UP effortlessly elevates the good vibes.

For the brand, whether it’s getting together for a fun beach day, birthday celebrations or heading to a house party with friends, the soft drink brand provides the perfect base to every serve, bringing delicious flavour, fizz, and an extra splash of zest to your drinking experience. 

The new campaign also forms part of the wider #LEVELUPWITH7UP platform that has been rolled out across various regions worldwide – solidifying 7UP as a versatile plus-one to any gathering.

Moreover, 7UP will also launch a new influencer content series aimed at making it easier than ever to create and enjoy delicious mixed drinks. This vibrant campaign is specifically designed to guide Gen Zs and Millennials through the steps of how to level up with 7UP. Creators will incorporate 7UP into much-loved beverages, demonstrating how simple it can be to enhance the taste whilst putting a unique spin on your drink of choice.

Eric Melis, vice global of brand marketing at 7UP, said, “We’re excited to launch our new 7UP mixology campaign, designed to show how adding 7UP to your social occasions can elevate unforgettable moments. With countless ways to enjoy 7UP, this campaign highlights all the different mixes consumers can create. Whether you’re sipping on a mocktail spritz, using it as your chosen mixer or enjoying it straight from the can, 7UP provides the perfect blend of flavour and fizz, creating a refreshing experience that’s ideal for any moment spent with friends.”

Singapore – Global real estate firm JLL has released a new campaign showcasing that “there’s no going back” to outdated methods of improving the bottom line, enhancing employee satisfaction and productivity, and achieving environmental responsibility.

The campaign, done alongside BLKJ Havas, positioned JLL as being able to highlight real estate as a powerful tool in addressing these modern workplace issues, encouraging potential tenants to partner with them for forward-thinking solutions and a brighter way to move forward.

Central to the campaign is a film which takes viewers on a museum tour, highlighting issues like noise distractions, erratic temperatures, misleading sustainability practices, and inconvenient access to basic amenities. It demonstrates how these outdated conditions can harm a company’s bottom line, hinder talent retention, and undermine environmental efforts. 

JLL advocates for modern real estate solutions to overcome these challenges. The campaign is further supported by EDMs, guides, and a dedicated website, which all urge businesses to avoid reverting to inadequate office spaces and instead invest in innovative, effective workplace environments.

Moreover, its unconventional approach to corporate real estate advertising sets this campaign apart. Using humour, the campaign engages the audience and highlights the absurdity of outdated office settings. It also taps into a trending topic to stay topical and relevant. Most importantly, the messaging has been humanised, acknowledging that HR managers, CEOs, and the LinkedIn Business community are all people at the end of the day. This approach ensures the campaign resonates on a personal level, making it more impactful and memorable.

Carryn Francis, marketing director of markets advisory for APAC at JLL, shared, “At JLL, our offices embody our research-backed, people-first philosophy. Located near transport hubs and amenities, our spaces cater to diverse employee needs with quiet zones, collaborative areas, and biophilic elements like natural light and greenery. Smart technology for lighting and climate control boosts efficiency. These optimized environments demonstrate the benefits of supportive workplaces — benefits we aim to deliver to our clients.”

She added, “BLKJ Havas collaborated closely with us from the get-go, conducting in-depth interviews with clients and brokers to gather key insights for our campaign. Their unique, human approach towards corporate real estate advertising unconventionally combines humor and topicality, offering a fresh perspective on the challenges organizations face today. By capturing the evolving needs of the modern workforce, their work delivers our message in a relatable, impactful manner while entertaining the business community.”

Meanwhile, Fiona Huang, general manager at BLKJ Havas said, “Our new campaign takes a refreshingly honest and witty approach to the workplace challenges we all recognize. By humorously spotlighting these outdated issues, we’re highlighting JLL’s innovative solutions that truly enhance productivity and well-being. Yes, we are addressing the business community, and we definitely mean business. But can we also deliver a chuckle while striking a chord with them? Absolutely.”

She added, “From gaining insights into the business to taking bold steps with us — moving away from the usual jargon and embracing a more human approach — we’re fortunate to have clients who share this vision. Their trust and active involvement have been essential in nailing it.”

Doha, Qatar – Qatar Airways has unveiled a new global ‘AI Adventure’ film which utilises state-of-the-art technology to reinforce its commitment to developing incomparable, immersive experiences for everyone.

In an industry-first, the campaign offers the opportunity to be part of its emotive story, by utilising advanced AI capabilities so you can place yourself within the film and become the star. This reaffirms the airline’s dedication to placing customers at its very heart.

As part of the campaign, viewers can select from multiple scenes within the film to star as the leading roles. Thanks to cutting-edge AI technology, the characters will be an accurate reflection of the viewer’s appearance, adapting to their facial features and skin tone. 

To be a part of the emotive AI adventure, users must visit: flyqatar.com and watch the film on the Qatar Airways YouTube channel.

Engr. Badr Mohammed Al-Meer, chief executive officer at Qatar Airways Group, said, “At Qatar Airways, we go beyond simply meeting customer expectations – it’s about anticipating their needs and crafting experiences that resonate on a personal level. The launch of this new brand campaign is a true testament to this and our ethos of providing incomparable superior customer experiences.”

Meanwhile, Thierry Antinori, chief commercial officer at Qatar Airways, commented, “Featuring pioneering AI capabilities unseen elsewhere in the airline industry, our latest campaign not only showcases the innovative spirit driving our brand, but also encapsulates our customer-centric approach, helping to turn every journey into an adventure. After all, there’s no limit to how far a dream can take you.”

Lastly, Babar Rahman, senior vice president of global marketing and corporate communications at Qatar Airways, stated, “With this latest campaign, we have been able to encapsulate our vision as an industry leader in innovation. Crafting an immersive brand experience where everyone can be the stars, has allowed us to create uniquely personalised connections with our audiences, ensuring every moment is truly unforgettable.”