Marketing Featured South Asia

India’s ŠKODA AUTO marks 20-year journey with a ‘sky’s the limit’ activation campaign

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.

Main Feature Marketing APAC

This downloadable guide has everything marketers need to boost the consumer engagement funnel

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.

Marketing Featured Southeast Asia

McDonald’s Singapore unveils new activation that reunites families this Ramadan

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.”