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Marketing Featured Southeast Asia

BBDO Singapore clinches Audi SG’s account for 3-year remit

Singapore – The Singapore arm of advertising agency BBDO has announced that it has recently won the account of global automotive brand Audi in Singapore, with the remit to last for three years.

The pitch lasted for two rounds that consisted of multi-agency competitive and high-performance pitches. BBDO Singapore was named the winner after presenting its strategic solutions in the final round and was merited for aligning local work to the global strategy while remaining relevant to the local audience.

Rudi Venter, head of marketing at Audi Singapore commented, “We look forward to our new partnership with BBDO Singapore. The Audi brand is one of the leading premium car brands in the world. We have been making big progress in growing our stature here and along with BBDO we are convinced we have what it takes to accelerate our positive brand momentum in Singapore.”

BBDO Singapore has also won previously the account of cloud technology company Xtremax last April, where they vowed to help the company in its branding duties.

“Audi is one of the most desirable brands in Singapore and most certainly an account that agencies would be honored to work with. The BBDO Team can’t express how excited we are to be chosen by Audi to be their Advertising Agency of Record and we look forward to embarking on this journey with Audi for the next few years,” said Monica Hynds, general manager at BBDO Singapore.

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Marketing Featured Global

Accenture, Spark44 join forces to lead Jaguar Land Rover’s global marketing duties

London, United Kingdom – British multinational automotive brand Jaguar Land Rover has appointed global consulting company Accenture and customer experience company Spark44 to lead its global marketing duties, paving the way to create a new bespoke model.

The appointment will center around development of connected services that will create new experiences, new levels of intimacy and an enhanced ownership experience for customers.

In addition, the combined capabilities of Accenture and Spark44 will bring together a global brand creative with multi-platform, digital-first, personalized customer experiences, enhancing the purchasing and ownership experience and providing a more precise approach across all brand touchpoints.

Felix Bräutigam, chief commercial officer of Jaguar Land Rover, said that at the heart of their ‘Reimagine Strategy’ is to transform the Jaguar Land Rover into a truly customer led modern luxury business. Hence, having a highly engaging, personalized, connected customer journey is essential to further strengthening both Jaguar and Land Rover as unique and distinct brands.

“Customers expect a seamless interaction with their brand and car, their experience must fit into their lifestyle and the move towards an all-electric future. We will also see more varied ownership models and connected cars that are designed to fit with our individual ways of living. All of which requires a significant step change in our marketing approach, how we talk to our prospects and customers,” he said.

Bräutigam added, “I am confident that this will bring creative excellence alongside digital brilliance while delivering even more amazing Jaguar and Land Rover specific brand experiences.”

Meanwhile, Brian Whipple, group chief executive of Accenture, commented “Jaguar Land Rover has always been upheld as a pioneer within the automotive industry. We’re proud to team with these iconic brands as Jaguar Land Rover boldly transforms its business, marketing model and creates a reimagined experience for its customers.”

Founded in 2011, Spark44 has previously worked with Jaguar Land Rover across the global breadth and depth of brand communications, delivering award-winning creative and marketing effectiveness across end-to-end customer communications. 

As part of the new approach, Accenture will leverage Spark44’s unique knowledge of the brands and customer touchpoints with its consultancy, marketing services and automation capabilities.

Alex Buck, chief executive officer of Spark44, said, “We’re delighted that Spark44 continues to be part of transforming Jaguar Land Rover’s marketing model. For the last decade, Jaguar Land Rover and Spark44 have worked together to achieve strong growth and now we will be taking this to the next level by joining forces with Accenture.”

He added, “The future of brand communication lies in fusing together the rich online and offline data sources to provide seamless end-to-end customer experiences. Having a single customer view across all channels, globally, will enable us to deliver the personalized, connected experiences expected of both the Jaguar and Land Rover brands.”

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Marketing Featured ANZ

MINI pokes on braking safety with latest ad for new smart features

Auckland, New Zealand – Automotive brand MINI, as part of their promotion of its car features, has recently collaborated with creative agency Colenso BBDO to launch a new campaign, centered around the hazards in improper braking.

Titled ‘Danger Brakes for You’, the campaign features an array of four pictures: a hoof, a paw, a child’s foot and someone wearing roller skates, all representing potential hazards on the road that can trigger the driver to apply the brakes.

MINI aims that through this campaign, they will be able to promote their growing suite of smart features, starting with automatic emergency brake assist – a feature that senses obstacles on the road in front of the car and automatically applies the car’s braking system. 

For Victoria Abbass, retail and network marketing manager at MINI, part of the reason why they also took the ‘quirky’ turn for their campaign was to ‘humanize’; how technology is being explained, as cars nowadays are getting more advanced.

“’Danger brakes for you’ is visually disruptive and intriguing, but ultimately it’s so simple and that’s what we love about it,” Abbass said.

Meanwhile, Simon Vicars, executive creative director at Colenso BBDO, commented, “We were searching for a quick and simple way to explain complicated tech. This idea felt fast and funny, which for us are the right two ingredients for making a memorable MINI campaign.”

Photographed by New Zealand photographer Mat Baker, the campaign will roll out across social media channels, as well as in print and OOH media.

Colenso BBDO’s recent campaign with MINI follows their recent work with the New Zealand arm of non-profit organization World Wide Fund for Nature (WWF).

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Marketing Featured ANZ

Suzuki AU’s new campaign demonstrates fun in ‘any number of wheels’

Sydney, Australia – The Australian arm of automotive maker Suzuki has recently launched a new campaign that demonstrates a ‘fun’ approach to vehicles, regardless of how many wheels a vehicle has.

The campaign, rolled under its campaign series ‘For Fun’s Sake’, shows a man riding a mini Suzuki car as if he is riding a motorcycle. The campaign’s narration focuses on how ‘doubling’ the wheels adds more fun to one’s journey, which embodies the message of the ‘For Fun’s Sake’ tagline.

“The least fun thing you can do is to repeat yourself, so it’s great that we have a brand platform that really lets us change things up and keep our creative fresh, because the least fun thing you can do is to repeat yourself,” said Michael Pachota, general manager at Suzuki.

The campaign, created by Deloitte Digital, the creative digital consultancy arm of consulting firm Deloitte, was launched in retrospect with Suzuki leading the Australian light vehicle segment sales, reporting a 30% increase in total vehicle sales year-on-year.

Charles Baylis, executive creative director at Deloitte Digital stated, “When it comes to having fun on the road, we realized the only thing that comes close to a Suzuki, is a motorbike. And even then, it’s only half as fun. Mathematically speaking.” 

The campaign has been rolled out across out-of-home (OOH) platforms, radio, digital ads, as well as across social media channels.

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Technology Featured ANZ

Adtech Cartelux pilots new marketing solution with Kia Australia

Sydney, Australia – Australian-based adtech company Cartelux has launched its centralized marketing solution, and it has decided to pilot it to the Australian arm of global automotive brand Kia, specifically in its dealer’s network.

Through the solution, Cartelux’s technology will assist Kia in driving local innovation by simplifying and automating ad creation, approval, and media buying process. This then enables dynamic personalization of creative assets by each dealer, while delivering a consistent brand campaign for Kia. 

For Nikolas Souliotis, digital marketing manager at Kia Australia, their partnership with Cartelux means achieving success in the digital age between the brand itself and its numerous dealers nationwide.

“The Cartelux platform offers an entirely new playground allowing better marketing alignment across national and local tiers through scalable video and data consolidation. This enables us to see consumers through the same lens and drive better results and greater efficiencies – it’s the future of performance-driven retail marketing,” Souliotis said.

Meanwhile, Randy Han, global lead for Kia at Google noted that Kia’s partnership with Cartelux means creating more engaging video content for the automotive brand, as Kia has been looking for simple ways to create dealer ad content at scale.

Patrick Doble, global general manager at Cartelux, commented, “Kia is one of the world’s most innovative and fastest growing brands. The program for Kia will commence with providing digital video advertising, which geo-targets campaigns based on the dealers primary marketing area.”