Tag: activation

Singapore – Lancôme Travel Retail APAC has recently launched its largest activation at Singapore Changi Airport Terminal 1 Central Piazza in departure transit with the launch of the worldwide exclusive Changi 1st: Génifique Ultimate Travellers’ Repair Clinic. Said activation invites travellers to be the first in Asia to step into the future of revolutionary skincare repair science with the new Génifique Ultimate serum.

Through this activation, the brand also unveiled its first-ever AI travel beauty consultant— Génifique AI—a revolutionary step in personalised beauty. Moreover, Lancôme also became the first commercial brand to transform the Jewel Changi Airport skytrain, alongside a pillar wrap at Terminal 1 Central Piazza, creating an immersive and unforgettable travel experience. 

The brand further redefines how travellers engage with luxury offline and online through an exclusive WeChat mini program. These innovative touchpoints together form a truly elevated and seamless ‘Travel with Lancôme’ journey, designed to captivate and inspire at every step.

Génifique AI- the activation’s AI-powered beauty assistant

From September 10 to October 15, travellers are invited to step into the future of skincare and discover the new Génifique Ultimate serum – a power-packed, ultimate version of the brand’s iconic Génifique serum. The new Génifique Ultimate serum, backed by 27 years of repair science, is now powered by BetaGlucan-CM. 

When travellers first enter the repair clinic, they are greeted by a futuristic LED hologram display of Génifique Ultimate. There, they go beyond the bottle and get an up-close-and-personal, microscopic view of Beta Glucan, the star ingredient behind the serum’s breakthrough formulation that accelerates skin repair.

As part of the repair discovery journey, travellers will be able to dive deep and discover Lancôme’s ingredient story through an interactive, motion-censored RFID display screen. They can learn about the full suite of Génifique franchise just by placing the products on the interactive screen.

Moreover, at the core of the Travellers’ Ultimate Repair Clinic is Lancôme Travel Retail APAC’s first AI travel beauty consultant – Génifique AI, a revolutionary travel beauty consultant that blends advanced AI with a captivating human touch. Through an engaging conversation, in either English or Chinese language, Génifique AI analyses travel plans and identifies potential skin concerns, providing travellers with the most intelligent and tailored skincare recommendations.

Skytrain with Lancome activation

Lastly, before travellers embark on their next journey, they can feast their eyes on the iconic Skytrain tunnelling through Jewel Changi Airport with the massive Jewel Rain Vortex in the background, which attracts millions of visitors yearly. In a bold move, Lancôme is the first commercial brand to take over the skytrain that captures the travellers’ heart and cameras.

Jesus Abia, managing director at L’Oreal Travel Retail Asia Pacific, said, “At L’Oreal Travel Retail Asia Pacific, we are proud to invite you to experience this new Génifique Ultimate serum – the biggest renovation of our biggest icon in beauty industry. Our commitment to pushing the boundaries is in both innovative skincare technology, as it is about creating immersive and transformative experiences that resonate with today’s travellers. By launching the Génifique Ultimate Travellers’ Repair Clinic at Changi Airport, we are redefining what is possible in global travel retail, demonstrating that Asia Pacific is at the forefront of merging advanced science with luxury and personalised service.”

Meanwhile, Linda Wang, general manager at Lancôme Travel Retail Asia Pacific, commented, “At Lancôme Travel Retail Asia Pacific, the many ‘firsts’ in this Génifique Ultimate activation is only made possible by the strong tripartite partnership between Lancôme Travel Retail Asia Pacific, Changi Airport Group and The Shilla Duty Free Singapore. By combining Lancôme’s expertise in advanced skincare, Changi Airport’s commitment to enhancing the passenger journey, and The Shilla Duty Free’s dedication to exceptional retail, we have created a truly groundbreaking activation that sets a new standard for travel retail. Redefining our consumers’ travel experience with innovation, expertise and immersion – pre, during & post trip.”

Jeff Lee, managing director of The Shilla Duty Free Singapore, commented, “We are delighted to partner with Lancôme and Changi Airport Group to introduce the Génifique Ultimate Travellers’ Repair Clinic. This collaboration allows us to create unforgettable experiences that seamlessly blends retail and beauty, offering travellers a unique opportunity to indulge in cutting-edge skincare while on the go. At The Shilla Duty Free Singapore, we are committed to enhancing the shopping journey by bringing world-class brands and innovative concepts to our customers. This clinic is a perfect embodiment of that mission, providing an immersive and luxurious experience that will leave a lasting impression on every traveller.”

Lastly, Chandra Mahtani, Changi Airport Group’s Head of Airside Concessions, said, “This activation presents a unique opportunity for Changi Airport’s travellers to not only be one of the first in the world to purchase the new Génifique Ultimate serum, but also enjoy a moment of reprieve and pampering experience at the innovative Travellers’ Ultimate Repair Clinic before their travel journey. We are also proud to offer our iShopChangi customers on the WeChat mini program and Changi Rewards Monarch members exclusive priority access to Lancôme’s latest product.”

Australia – Popular soft drink brand Mountain Dew has launched a game show activation called ‘Major Melon’s Mayhem Mountain’, which is inspired by the hyper-stimulatory sensation that is a taste of its new Watermelon-flavoured drink. 

Conceptualised alongside VaynerMedia, the game takes cues from the likes of ‘Wipeout’ and ‘Takeshi’s Castle’, the brand game show showcases challenges such as the ‘Watermelon Ski’, where contestants, including ‘Dom Littrich’ of ‘Inspired Unemployed’ fame, attempt to slide as far as they can down the very slippery, watermelon-scattered, pink-tarped runway. 

Another inspired game is ‘Hill Dash’, where they race across a steep slippery hill while being pelted by inflatable watermelons. Narrated by the eponymous host, each content piece features challenges broadcast as takes from the show, featuring influencers taking on various extreme challenges.

Built on the insight that Mountain Dew’s Gen Z audience is continuously searching for newer, faster, hyper-stimulatory highs and challenges both in-feed and IRL, VaynerMedia eschewed the traditional product launch campaign to develop Mayhem Mountain as a content-first play created with social audiences in mind. 

Vandita Pandey, chief marketing officer for ANZ at PepsiCo, said, “We know Dew fans have been waiting a long time for a new flavour, so we wanted to make a real splash in letting them know Major Melon is finally here. ‘Mayhem Mountain’ is just such a fun and relevant way to bring the new flavour to life, I am confident the legions of Aussie Dew fans out there will love it as much as we do.” 

Meanwhile, Yash Murthy, head of creative and consulting at VaynerMedia Australia, commented, “A drink and brand persona as out there as Major Melon warranted a campaign that ratcheted up the intensity. Mayhem Mountain was the perfect vehicle to showcase this, allowing us to build equity in the Major Melon character whilst tapping into the extreme stunts, challenges and fail comps we know our audience cohorts love. Plus it was just a lot of fun to make.” 

Mumbai, India – As ŠKODA AUTO India marks its 20th anniversary, the automotive brand has launched a new activation which creates one of the highest 3D projections in the country on the sheer rock-face of the Rohtang-La at 10,942 feet above sea level. 

Titled ‘Conquering the Unconquerable’, the activation takes the concept of experiential marketing, and its installation establishes its stronghold in the country by literally establishing its presence on the mighty canvas of Rohtang-La. Through this, the automotive brand is creating a legacy in India that rests on 20 years of innovation by using mesmerizing art projected on a mountain face at an altitude that almost reaches the sky. 

Zac Hollis, ŠKODA AUTO’s brand director, shared that they wanted to set a benchmark and push the boundaries to achieve something beyond imagination. 

“Conquering the Unconquerable is a campaign that is an ode to the brand’s journey and potential. A tribute to ŠKODA being a fun, dynamic, creative, and passion-driven brand,” said Hollis.

Meanwhile, Tarun Jha, ŠKODA AUTO’s head of marketing, commented that the idea of ‘Conquering the unconquerable’ was to create history by taking on the mightiest and craft a story on achieving the unimaginable. 

“With this campaign, we are truly conquering the unconquerable, alongside our partners, who have been a constant source of support and inspiration. We are confident that the beauty of this activation will touch hearts and minds across our consumer base,” said Jha.

The activation’s communications, strategy, and creatives were spearheaded by PHD Media India and Omnicom Media Group India’s content arm, OMG Content.

Monaz Todywalla, PHD Media’s chief executive officer, shared that the campaign is defined by superlative thought and augmented by superlative action that has been conceptualized on the back of the power of imagination. 

“It’s a pleasure for Team PHD to be involved in achieving a feat of this magnitude; partnering with ŠKODA AUTO India to help them Make The Leap with innovation, and we’re excited to witness the response to the eminence of creativity in play at such an impressive scale,” said Todywalla. 

Shailja Saraswati, OMG’s chief content officer, believes that great concepts spark great content, and when those concepts are translated into reality, they know that there is potential for true impact. 

“It has been an incomparable experience working on this unique activation, and we are certain that together as partners we have all conquered the unconquerable in more ways than one,” said Saraswati.

Singapore – The global pandemic has challenged brands to rethink their existing digital marketing strategies due to the sudden shift in consumer behavior which has made online preferable to all other consumer channels.

With this in mind, customer engagement platform Braze and MARKETECH APAC, the dedicated news platform for the marketing and advertising industry in Asia-Pacific, have teamed up to launch the marketing guide, ‘Guide to Elevate Your Customer Engagement Strategies’, to offer brands a wide array of customer engagement strategies to elevate their campaigns no matter which part of the marketing funnel they’re looking to amplify – whether that’s to activate, monetize, or retain consumers. 

‘Guide to Elevate Your Customer Engagement Strategies’ features more than 40 customizable campaigns that have also been leveraged by the world’s savviest brands; this means along with fresh ideas to personalize, brands are provided with a broader perspective on a specific campaign with good examples of how other brands have applied it on their own. 

The guide is grounded in today’s fast-moving consumer landscape, providing each suggested campaign strategy with an estimated difficulty level, as well as the engagement channels that the campaign is best applied on, including email, in-app notifications, and social media advertisements, in order to capture consumers’ attention and retain them in the long run.

Strategies within the guide are divided into three main categories – for activation, monetization, and retention. The pandemic changed the game for each step of the consumer engagement cycle, and what it takes to activate, monetize, and retain consumers may be different than what brands were used to pre-pandemic.

In terms of activation, while free trials remain an effective way of drawing in customers, the guide provides new strategies that encourage experimenting with the channels, content, and timing of the messaging to more effectively underscore the brand’s offering. 

When it comes to monetization, meanwhile, the guide assists brands in taking advantage of cohesive and cross-channel campaigns to deliver promotional messages that effectively convert consumers.

And lastly, with retention, marketers can find informative and actionable insights in the guide that show how to leverage cross-channel messaging to highlight their brand’s value in providing existing and new products and services.

Bill Magnuson, Braze’s founder, said, “The secret weapon that differentiates exceptional, enduring companies is the quality of their customer engagement, encompassing the full set of activities through which companies build direct relationships with their customers.”

Taken together, these use cases make it possible for brands to determine the right mix of campaigns for their specific needs and business goals, and then to implement them effectively to make the most of their customer engagement efforts. By taking a methodical approach, marketers can ensure they’re not missing out on campaigns that could drive stronger customer loyalty or additional revenue.

Shaina Teope, the regional editor of MARKETECH APAC, commented, “No matter how seasoned marketers have become in a specific part of the consumer lifecycle, the changes brought by these strange times put us to square one, placing upon brands the need to revisit and reassess their consumer engagement. This comprehensive and no-frills guide will resonate well with marketing teams of all sizes.”

To access the guide, you may download ‘Guide to Elevate Your Customer Engagement Strategies’ here.

Singapore – To celebrate the Islamic holy month of Ramadan, McDonald’s Singapore has launched ‘My Happy Table’, a physical activation that uses technology and a camera set-up to help Singapore-based individuals ‘reunite’ with their families in Malaysia.

‘My Happy Table’ aims to help bridge the distance felt by Singaporean and Malaysian families due to the COVID-19 pandemic. Through this experience, family members will once again be able to eat breakfast together as though they are seated at the same table.

The setup will be done within party rooms at the McDonald’s Canberra Plaza in Singapore and McDonald’s Taman Desa Tebrau in Johor Bahru, Malaysia. ‘My Happy Table’ will open for public usage starting from 23 April to 28 April, with the call for entry on 19 April. 

Furthermore, McDonald’s Singapore has also released a video to mark the launch of ‘My Happy Table’, showcasing its employees in Singapore who are originally from Malaysia, and highlighting the difficult decisions the employees have had to take to support their families. The video underscores their longing for their family, especially during Ramadan.

The activation and the filming of the launch video were done in partnership with Publicis Communications’ global advertising company Leo Burnett Singapore.

“‘My Happy Table’ at McDonald’s is our way of helping to narrow that distance by facilitating mini-reunions for Muslim families during this Ramadan. As a brand that celebrates family togetherness, we’re heartened to see our employees and customers reunite ‘virtually’ with their families and create happy memories during these trying times,” said Drina Chee, the senior director of marketing and digital customer experience at McDonald’s Singapore.

Meanwhile, Jennie Morris, the chief creative officer of Publicis Communications, commented, “McDonald’s is one of the few brands that can authentically participate in culture. ‘My Happy Table’ is a wonderful example of meaningful creativity, where even just for a few hours, McDonald’s could recreate the magic of sharing a meal together – showing that our Spirit of Ramadan is definitely stronger than the border that divides us.”