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Marketing Featured Southeast Asia

Thai supermarket Tops says ‘every gift is valuable’ in new ad

Thailand Tops, Thailand’s largest supermarket chain, has released its new Christmas advertisement that shows the value of gift-giving even with the most unassuming supermarket items.

The campaign was made in collaboration with global brand experience agency VMLY&R. The short film titled ‘The Underrated Gift’, portrays how people have the tendency to overthink the gifts they give during the holidays.

The story revolved around a woman worrying over her gift search. In the film, she overcame this worry as she discovered how simple supermarket items such as zip-lock bags, canned wild salmon, and a pack of salami can delight her loved ones.

“At Tops, we have always believed in providing premium products at affordable prices. With our motto #EveryDayDISCOVERY, we want to emphasize that the best gifts are the ones that receivers can enjoy and that value and happiness can be found from even the most underrated items,” said Chakkit Chatupanyachotikul, head of marketing, public relations and CSV at Central Food Retail Group (CFG).

Anuwat Nitipanont, chief creative officer at VMLY&R Thailand, further commented, “Joyful experiences should not be limited to expensive, one-of-a-kind gifts. We want to encourage everyone to see the value of seemingly ordinary things and become free from their own limitation of choices.”

He also added that the film showcases how these’‘underrated gifts’ triumph this holiday season and will get people to rethink their holiday shopping lists.

VMLY&R Thailand also previously collaborated with Thai home improvement retailer Boonthavorn for the latter’s rebranding campaign with the short film ‘Ummm..’

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Marketing Featured Southeast Asia

‘Live Your Way’: This humorous film from Thai retailer Boonthavorn shows how important making your own decisions is

Thailand – Thai home improvement retailer Boonthavorn is launching a new rebranding campaign that aims to show the importance of ‘living your way’. The campaign is made in collaboration with global brand experience agency VMLY&R

‘Live Your Way’ features a humorous short film titled “‘Ummm..”, which highlights the consequences of not making the right decisions for yourself. 

The campaign aims to make deeper connections with discerning Gen Z and Gen Y consumers while highlighting Boonthavorn’s ability to meet the needs of the individual. It also encourages the consumers to embrace their own style and eccentricities instead of just ‘settling’ and accepting whatever is available.

Sittichai Tayanuwat, managing director at Boonthavorn, said, “As a specialty store, Boonthavorn crafts the best solutions to meet the needs of the younger generation, who value distinctiveness, appreciate design and have the freedom to be themselves. Each component and detail is carefully considered so that customers can be inspired and choose a way of life that fulfills them uniquely.”

“Working with VMLY&R we’ve been able to differentiate ourselves from other homestores by launching this advertising campaign to encourage everyone to ‘Live Your Way’,” Tayanuwat added.

“At VMLY&R it’s our mission to build connected brands that resonate with target audiences in ways that are authentic and relevant. Boonthavorn’s rebrand is all about highlighting the brand’s depth of product, services and expertise – which goes way beyond other home improvement and decoration brands in Thailand,” VMLY&R Thailand’s Chief Creative Officer Anuwat Nitipanont commented.

He added, “Our strategic insight shows that this is what consumers want, however, it’s not what most brands are able or willing to deliver – and this is where Boonthavorn comes in.”

This campaign follows VMLY&R’s collaboration with used car sales platform Carsome Thailand last year titled “Mr. Handsome”.

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Marketing Featured Southeast Asia

FCB bags remit for Quaker Oats Malaysia’s major campaign

Kuala Lumpur, Malaysia – PepsiCo in Malaysia has appointed advertising agency FCB Malaysia to manage a major ‘festive’ campaign for its Quaker Oats brand, which is set to run later this year.

The advertising agency secured the appointment after a competitive pitch that saw a number of agencies take part in. The appointment will see FCB Malaysia working on an integrated campaign for Quaker Oats, handling its advertising, social media, and content creation, as well as bringing Go Communications on board as a specialist partner to handle the public relations duties.

“2020 wasn’t the best of years but thanks to the entire team putting in the hard yards, we still made it a profitable one and even achieved YOY growth. Winning a storied brand like Quaker Oats allows us the opportunity to flex our FMCG prowess and importantly, keeps the momentum going,” commented Shaun Tay, the co-owner and CEO of FCB Malaysia. 

Sharing on how the company landed the decision, Melinda Ong, marketing manager of PepsiCo Malaysia, said, “FCB’s idea truly stood out with its sharp, insightful strategy that enabled us to deliver a clear, structured on-brand message via engaging content that’s contextual to the needs of our intended audience.”

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Marketing Featured South Asia

Short video platform SnackVideo partners with two Pakistani cricket teams for sponsorship deal

Islamabad, Pakistan – Short video platform SnackVideo has announced that it is entering an exclusive partnership agreement with two of Pakistan’s known cricket teams namely Islamabad United and Multan Sultans.

Through the agreement, Islamabad United is bound to endorse SnackVideo as one of its partners during the sixth season of the Pakistan Super League this year, while Multan Sultans are set to endorse the app through its member players across fans of said cricket team.

“Partners like SnackVideo form an essential part of the sporting scene here in Pakistan, and we are happy to support partners who invest and develop our business and sporting industries together,” said Mohammad Rizwan, captain of Multan Sultans.

Through the exclusive sponsorship agreement, SnackVideo will be featured across ad slots in the nation’s print, television and radio spaces.

Shadab Khan, captain of Islamabad United also announced that part of the exclusive sponsorship agreement is that fans get the chance to win signed team merchandise via SnackVideo.

“Islamabad United is proud to align ourselves with a rising platform such as SnackVideo. SnackVideo aims to give a voice to every person so that they can express themselves, which is what our team has done for our fans in the league.’ Fans of both teams are not going to leave empty-handed as well,” Khan said.

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Marketing Featured Southeast Asia

Adjust joins TikTok’s Marketing Partner Program to aid advertisers in TikTok ad campaigns

Singapore – App marketing platform Adjust joins the TikTok Marketing Partner Program in order to optimize advertising visibility for advertisers in the short video-sharing platform.

The partnership includes integration of Adjust’s ‘Audience Builder’, enabling clients to export first-party data, such as audience groups, directly to TikTok from the Adjust dashboard. Adjust’s ‘Audience Builder’ helps advertisers retarget their campaigns based on focus groups such as age groups. As advertisers are armed with this data from audience segregation, marketers can run highly personalized campaigns to boost user engagement and loyalty, all while protecting their users’ data privacy.

The TikTok Marketing Partner Program is part of the TikTok for Business platform, and aims to provide marketing solutions designed to give brands and marketers the tools to be creative storytellers and be able to meaningfully engage with the TikTok community.

As a mobile measurement partner, Adjust enables advertisers create, optimize, target, and measure their ad campaigns on TikTok. To simplify campaign optimization, clients can link their TikTok account to view and edit TikTok campaign data directly in the Adjust Automate dashboard, another Adjust feature that allows advertisers to automate their mobile marketing campaigns. From there, advertisers can generate cross-app, cross-partner, and cross-network reports. 

“Finding and retaining the right users is critical, as many drop off after the first days of installing the app and competition for users’ eyeballs is fierce. That is why it is imperative for mobile advertisers to push the right messaging to the right audience at the right point in the marketing funnel,” said Andrey Kazakov, vice president of partnerships at Adjust

“We are excited to partner with TikTok to give marketers a simpler, more seamless way to segment their desired audiences, automate their campaigns, measure ad spend, and grow their apps,” Kazakov added.

In November last year, Adjust also joined Adobe’s Exchange Partner Program to boost its customer experience (CX) analytics.

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Marketing Featured Southeast Asia

PH telco Smart’s new ambassador K-pop group BTS an advent of ‘telco war’

Manila, Philippines – Two of Philippines’ telco giants Globe and Smart have been continuously tapping Korean superstars for the past year, and this time the rival has just been taken up a notch. 

On Monday, Smart Communications shocked Filipino fans by unveiling its new ambassador, K-pop group and global superstars BTS across its social media platforms. This comes shortly after telco Globe revealed K-pop girl group Blackpink as its new endorser. 

BTS will be headlining Smart’s campaign this year, ‘Live Smarter, Live with Purpose’.

Smart has been aggressive in the past months roping in Korean entertainment stars as part of their expanding network of brand ambassadors, including 2020 K-drama “Crash Landing On You” stars Hyun Bin and Son Ye-Jin in May and August last year respectively and Korean actor Park Seo-Joon in October last year as well.

Considered to be one of the most influential groups in the K-pop scene, BTS has been known for sending a timely message of comfort and hope to fans everywhere through their music.

Formed in 2010, BTS is composed of an all-boys ensemble Jin, Suga, J-Hope, RM, Jimin, V, and Jungkook, and are best known for their hit songs ‘Mic Drop’, ‘Fake Love’, ‘Blood, Sweat & Tears’ and their English single ‘Dynamite’.

“Aside from their remarkable talent, BTS emerged as the biggest band in the world because of their meaningful and uplifting music that brings hope and encouragement to fans especially in the bleakest of times. It is, therefore, a big honor to welcome BTS to the Smart family so we may inspire more Filipinos to find purpose in everything they do and ultimately live Smarter for a Better World,” said Alfredo S. Panlilio, Smart president and CEO.

“Just like BTS who are able to inspire millions of young people all over the world through their music, Smart Prepaid aims to bring about amazing experiences to the Filipino youth through technology to make life easy, fast, and simple. This way, the young generation is empowered to immerse in their interests and succeed with their pursuits,” said Jane J. Basas, SVP and consumer wireless business head at Smart.

BTS’ campaign with smart is set to be released by the first quarter of the year, centered around the theme of ‘passion with purpose’.

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Marketing Featured Southeast Asia

New campaign by Grab, Panasonic to turn Grab vehicles into mini showrooms

Kuala Lumpur, Malaysia – Superapp Grab and electronics company Panasonic have partnered to launch a marketing campaign for in-car air quality that provides overall in-car experience enhancement.

The marketing campaign will combine both offline and online advertising solutions, as Grab will turn 5,500 GrabCar Premium vehicles across four countries into mini-showrooms for Panasonic’s nanoe™ X generators. The promoted product is an air-purifying unit which cleans the air, and improves air circulation. Ads will also grace the Grab app. 

“Our partnership with Panasonic reflects our belief that advertising is not a one-sided relationship, but one where there is a value exchange between brands and customers. It also marks a milestone for our fast-growing GrabAds business that is increasingly becoming the advertising platform of choice for brands within and outside of our ecosystem to better connect and engage with the everyday Southeast Asian consumer,” said Ken Mandel, regional managing director for GrabAds, the advertising arm of Grab.

“We will continue to take a collaborative approach in working with brands and agencies to ideate and launch impactful campaigns in Southeast Asia,” added Mandel.

The campaign will also provide additional income opportunities for Grab driver-partners who will earn a monthly product placement fee throughout the campaign period, as well as  5,500 air purifiers to participating drivers at no cost.

The Grab x Panasonic collaboration will span across Singapore, Ho Chi Minh City, Hanoi, Kuala Lumpur and Jakarta for a period of two months, starting this January.

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Marketing Featured ANZ

Japan candy brand Hi-Chew extends ad campaign to ANZ

Sydney, Australia – Japanese candy brand Hi-Chew is extending its ad campaign across Australia and New Zealand, adding to the growing social media campaign of Hi-Chew across Facebook and Instagram since October.

The ad titled ‘Hi-Chew Fruit Wrestlers’ is an animated commercial that depicts two friends battling against each other in a video game, who get transformed into a green apple and a strawberry. Other variants of the commercial are also available, with fruits corresponding to other available Hi-Chew Flavors.

“Young people are the heart of our market, and these media are best for reaching them. The digital campaign we launched in recent months has achieved success beyond my dreams, with over 500,000 video views.  The addition of TV will only increase that impact,” said Terry Kawabe, managing director of Morinaga Asia Pacific, the distributor of Hi-Chew.

The ad campaign for the ANZ market will also build a new theme called “Fortune Flavours the Bold,” which will also feature whimsical new ads that ask the question, “What’s your flavour?”

“The use of humor will increase viewing and sharing, and funny videos are far more likely to be viewed multiple times. We’ll further engage our audience with a challenge – asking them to nominate their favorite flavor,” said Cec Parnell, creative director of Australia-based ad agency Sponge.

In Australia, Hi-Chew is sold at selected supermarket chain Coles stores nationwide. In New Zealand, the fruit chews are sold at various retailers nationwide, including Pak ‘n Save and New World.

“Hi-Chew is Japan’s #1 selling soft candy for a reason. As we continue to expand our product line, and Hi-Chew continues to invest in marketing, sales will continue to grow,” said Anthony King, managing director of Australian distributor Grocery Corporation.

The brand shared the campaign will also promote the Hi-Chew website, so consumers can easily find nearby retail outlets. Meanwhile, the campaign will also see the promotion of  Coles Supermarkets. 

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Marketing Featured Southeast Asia

Tiger Beer unveils new campaign, packaging centered on ‘opportunity amid adversity’

Singapore – “Turning adversity into opportunity” is the latest stunt of Tiger Beer’s newest campaign and packaging that launches globally next year.

The campaign, titled “Yet Here I Am” narrates the story of how the Tiger Beer brand established its brand presence in Asia, despite difficulties in growing key ingredients such as barley and hops. 

“The world has never been so volatile, and the future so fluid. Tiger is a brand born against all odds as 88 years ago, it was inconceivable that we could brew beer in a tropical climate. And yet, here we are. The video captures the spirit of resilience that the world needs so much of today,” said Sean O’Donnell, global brand director for Tiger

O’Donnell added, “In April, we turned that spirit into action with our #SupportOurStreets initiative, which helped F&B businesses in Southeast Asia cope with the stay-home measures. Together, we showed the world that despite unforeseen hurdles, yet here we are, remaining resilient and full of hope.”

The new packaging unveiled by Tiger Beer, slated for widespread release for next year (Courtesy of Tiger Beer)

Meanwhile with the new packaging, an initial release is slated in Vietnam this year. 

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Marketing Featured South Asia

Bridgestone in India launches sentimental ad, salutes “heroes of the roads”

India – Tyre manufacturer Bridgestone, its India arm, has released a sentimental ad, which walks viewers through the journey of one of the front liners during the pandemic – the drivers on the road.

India imposed its first nationwide lockdown in March, and just like most regions, essential workers, such as those whose line of work involves driving trucks and PUVs, are left with no choice but to continue plying the road amid the virus threat. 

The ad revolves around one driver’s perspective who opens the scene, thinking, “I have been driving trucks for years now, but for the first time today, I am scared.”

The ad shows how, more than the virus itself, other challenges are battled out by essential workers such as isolation and the scarcity of basic needs such as food during the height of the lockdown. 

“Since everything is shut now, I have to cook by myself, and sleep in my truck,” the driver narrates. 

Throughout the ad, the driver delivers moving realizations on the pandemic.  

“These days, every mile brings in a new challenge, and everyone is scared to help,” he said. 

He further goes, “To defeat this pandemic, it is important that we win these small battles every day.”

The 140-second spot, which was released in mid-November, has already gained massive traction, with views on YouTube currently at 8M. 

One user said, “I got goosebumps ??❤️?? respect ????” 

Another one commented, “Great thought. Great [film] making, [not] an [ad], it’s a documentary of a century…”

Through the release of the ad, Bridgestone also wants to assert its commitment to customers as a helpful aid during the pandemic, where in the video, the man is shown being given one of Bridgestone’s life-saving kits.

Since the imposition of India’s lockdown, the tyre company has implemented a number of assistance programs such as the sanitation of truck fleets across 22 cities and the distribution of  life-saving kits to truck drivers. In addition, it has also donated health essentials such as PPEs, masks, and meals to doctors and households.

The brand said on its Facebook, “The coronavirus pandemic paused our day-to-day life with a nationwide lockdown. While some of us had the liberty to stay at home, others had to keep driving through. Witness the journey and the triumph of our “Heroes on the Road” and how Bridgestone extended the support to protect them with a sanitization drive of their vehicles in order to serve our nation.”