Tag: Brand campaign

Australia – OnePass, a membership program by Wesfarmers, and advertising agency CHEP Network have launched ‘Onesie’ as part of their latest brand campaign to showcase the membership program’s new range of benefits.

‘Onesie’ is a CGI penguin with a gruff voice that will help spread the news about the supercharged offering for OnePass members.

This is CHEP Network’s first project for the brand after it was appointed as its creative agency earlier this year. 

The new campaign is also rolling out a commercial on all free-to-air TV, online video cinema, OOH, social influencers, and in-store at OnePass-affiliated retailers. 

OnePass’s newest supercharged membership offering includes the ability for in-store shoppers at Kmart, Target, Bunnings, and Officeworks to earn five times Flybuys points on every shop. 

Kellie Cordner, chief customer and marketing officer at OnePass, said, “We know budgets are tight for many Aussie households, and we’re looking to help ease the pressure through a range of supercharged benefits for members of our program. What better way to introduce Aussie families to the new and improved OnePass than with a CGI penguin showing them a smarter way to get more value from their favourite retailers.” 

Speaking on the campaign, Thomas Penn, managing director at CHEP Network Melbourne, also added, “It’s been brilliant partnering with the team at OnePass as the business finds new and innovative ways to provide value for Australian families. We’re looking forward to continuing to support the brand’s ongoing growth and success.” 

Australia – Naturally-led UK mouthcare brand Waken has unveiled its new integrated brand campaign with independent digital and creative marketing agency WiredCo. 

Extending across creative, media, social, earned media, and influencer marketing, the six-month campaign aims to position the brand as a challenger to disrupt the dental care supermarket aisle.

In a persuasive open letter, the brand turned traditional perceptions of dental products being ‘ugly’ as sin on its head. While also showcasing the aesthetically pleasing looks of Waken’s product, the light-hearted piece of hyperbole aims to create an entertaining launch moment focusing on the brand’s aesthetic qualities, efficacy, and sustainability.

“When you think about the steadfast duopoly in the toothpaste category that hasn’t changed for decades now, there’s no way a new brand can compete if it just talks about efficacy. Our WireTapping research discovered 46% of Australians are so embarrassed by the look of their toothpaste, they hide it!” WiredCo.’s Managing Partner, David Kennedy, explained.

Simon Duffy MBE, founder of Waken Mouthcare, also commented, “WiredCo. Confirmed our suspicions through the research that Australians are sleepwalking down the dental supermarket aisle and buying the same brand every single time (80% of us) without asking why or with any level of meaningful consciousness.”

He added, “Really interestingly, they discovered this ‘automated’ behaviour has much less to do with brand loyalty and everything to do with there being no better-for-you option available.”

Supported by a highly targeted two-channel-only paid digital media strategy, WiredCo. utilised Pinterest and TikTok for the campaign. 

“We know TikTok is the number one engagement channel for beauty and health brands, and Pinterest was an obvious choice for driving awareness amongst an audience that is inspired by beauty in all aspects of life,” Kennedy explained.

The campaign also includes an always-on approach to earned media, along with significant native content-driven influencer marketing led by brand partnerships with TV personalities Angie Kent and Cherie Barber.

India – DBS Bank India has unveiled its latest ‘One DBS’ brand campaign that captures the new benefits to customers from the expanded branch network across the country, with banking solutions for both individuals and businesses. 

The campaign featured a fast-paced brand film titled ‘Live More, Bank Less’ that talks about the bank’s ability to up the ante with the combination of its enlarged physical presence and much-awarded digital expertise. The campaign was made with Leo Burnett, who also led the film production and conceptualisation.

‘Live More, Bank Less’ also featured creative visuals highlighting DBS Bank India’s pan-Asia and pan-India presence, reiterating its position as the bank of choice when it comes to Asian connectivity. In addition to the expanded scale, the brand film builds on its purpose and commitment to responsible banking and expertise in sustainable finance.

Elaborating on the campaign, Shoma Narayanan, managing director – group strategic marketing and communications at DBS Bank India, said, “We are thrilled to announce the launch of our latest brand campaign that builds on the differentiator of our ‘phy-gital’ offering. DBS occupies a unique space in the Indian market and is the largest foreign bank in India by branch presence.”

She added, “Our new campaign underscores how we can bring together the best of both our global expertise and wide, local network to leverage our enhanced scale and create the best customer experience. As a purpose-driven bank, DBS is now uniquely positioned to harness our deep, regional insights and digital proficiency to deliver exceptional value to not only individuals and businesses across the country, but also to the community at large.”

Mayuresh Dubhashi, group executive creative director at Leo Burnett, also commented, “From an expanded presence in over 500 branches to being recognized as Asia’s safest bank for 14 years in a row, to being a trusted partner for small and big businesses; it’s truly a story of a bank that has a whole lot to offer, that lets you live more. A story told the DBS way.” 

The brand film will be promoted via a 360-degree campaign, including TV, outdoor, and digital media.

Singapore – Singapore Airlines, the national air carrier of Singapore and the market’s most considered brand, has released its latest global campaign which spotlights the real meaning of world-class. 

In collaboration with agencies TBWA\ and PHD, the latest campaign is presented through the eyes of the airline’s cabin crew who, through travel, encounters people, cultures, and places around the world, reflecting that the airline can bring this kind of exceptional experience to their customers.

Lee Lik Hsin, executive vice president for commercial of Singapore Airlines, said that the airline is committed to giving excellent service, citing that the customer is the ‘heart’ of everything they do. 

Mandy Wong, president of TBWA\ Singapore added, “We needed the new narrative to be futureproof so it could maintain relevancy in the ever evolving travel landscape of consumers’ changing travel motivations. With Welcome to World Class, it wholly captures the Airline’s unparalleled service leadership, and digital experience offerings.”

Other works from the campaign are shared across global and local channels from mainstream broadcast stations to digital and print, and key OOH placements in London, New York, Tokyo, and Singapore. More materials will be released this year such as new innovative media in the pipeline, with key brand assets, and content series starring its cabin crew through an authentic lens.

In 2021, the airline also released a campaign titled ‘Look forward to flying again with Singapore Airlines’, indicating a significant step in its recovery when the borders reopened across the world.

Hong Kong – Insurance company FWD Group has launched a new brand campaign that spotlights its promise to encourage and help empower people in Asia to celebrate living.

Developed in partnership with TBWA\ Singapore, Sixtoes TV, and AIRBAG, the new campaign includes remotely filmed and produced videos in five locations. It capitalises on the strength of the highly recognisable ‘play’ symbol, consistent with the FWD philosophy that insurance should be a source of empowerment to enjoy life and celebrate it with confidence.

Titled ‘press play’, the campaign is inspired by the stories of six, real-life heroes and features real moments and experiences as they navigate common themes that are impacting the day-to-day lives of people across the region. The people featured each took moments of pause to reflect on their lives and understand their personal objectives and dreams, in order to press play on reconnecting with loved ones, following their passions, taking risks, and changing careers.

Ryan Jong Hoon Kim, FWD’s group chief digital and marketing officer, shared that their new brand campaign reflects the opportunities and challenges that people are facing as they think about their futures, and they want to inspire everyone to ‘press play’ to actively pursue their professional and personal passions and dreams.

“Our vision is to transform the industry by changing the way people feel about insurance. The campaign’s message of empowering individuals to celebrate living is a fitting expression of that commitment and our brand promise,” said Kim.

Meanwhile, Andy Grant, executive creative director of TBWA, said, “The creative idea ‘press play’ is a call to action to inspire and enable people to go out and press play on all the things that they are holding back on. For the campaign, we searched all across Asia to find real stories of people who are doing this. We hope that these stories inspire everyone to go out and press play today!”

Robin Nayak, chief strategy officer of TBWA, commented, “We recognised early on, how FWD’s invitation to celebrate living has never been so apt as it is now. So our approach to strategy was not to re-think it, but to find the most powerful cultural triggers to give it meaning: the real things people across this region had been forced to pause that FWD gives them the means to press play on.”

The campaign is now live in the Philippines and Vietnam across multiple media including TV, social, and digital media channels, and will feature in other FWD markets across Asia in the coming weeks and months.

Australia – CENTREPIECE, the new events and conference venue of Melbourne Park in Australia, has launched its first brand and acquisition campaign, ‘Make CENTREPIECE Your Masterpiece,’ to reinvigorate the city’s events sector in 2022.

The digitally lead campaign, which was created in partnership with creative agency partner Keep Left, is a 30-second ad that aims to drive awareness, differentiate, and build an understanding of CENTREPIECE among local and national event planners. 

Georgia Pedersen, the strategic marketing manager at Melbourne and Olympic Parks, shared that building on the experience Melbourne and Olympic Park offers for major events such as the Australian Open, CENTREPIECE presents as an innovative and adaptable venue with the capability to host a range of events from large-scale conferences and major awards nights to weddings and gala celebrations.

“This campaign challenges event planners to express themselves and think outside the box with mind-expanding creative executions and get excited about the endless possibilities of building their event at CENTREPIECE,” said Pedersen.

Blair Kimber, Keep Left’s executive creative director, commented, “’Make CENTREPIECE Your Masterpiece’ speaks to the audience’s desire for creating unique events by demonstrating how customizable the venue is. It positions CENTREPIECE as the blank canvas that allows event managers to freely express their vision, to think big and deliver something bespoke.”

CENTREPIECE will begin hosting events in early 2022, including Asia Pacific Incentives and Meetings Event (AIME), the leading meetings and conventions event in APAC.

Manila, Philippines – YouTube retains its leadership among Filipino viewers, where in the country, the watch base now stands at 45 million viewers. With this, local brands are in a better position to tap the platform in attaining desired business and brand results. 

In their latest ‘YouTube Brandcast’ press event, the platform noted that there has been more than 25% rise in watchtime from April 2020 to April 2021, while total hours of content uploaded to YouTube by channels in the Philippines grew more than four times between 2020 and 2019.

There has been a huge influx of new creators on the platform as well, with over 3,000 local channels hitting more than 100,000 subscribers, over 250 channels having more than one million subscribers, and 12 channels having more than 10 million subscribers, as of June 2021.

“In the second year of the pandemic, more Filipinos turned to YouTube to use content that can help them with their everyday life. YouTube’s reach, creators, content uploads, and watchtime increased phenomenally and this ecosystem growth unlocked great possibilities for brands to drive results at scale, and deliver a fulfilling experience for viewers,” said Gabby Roxas, marketing head at Google Philippines.

In terms of the genres or categories most watched on the platform locally, recipe videos grew by more than 50% in watchtime during the first quarter of 2021 compared to the same time last year. Skincare video watch time had also jumped by more than 80% in the same period and interestingly, that for shampoo videos more than doubled. 

Furthermore, in continuing to seek entertainment to cope with the prolonged isolation periods, watchtime for role-playing game (RPG) videos grew by more than 80% while that for drama television series grew by more than 70% in the same period.

With these genres rising to popularity, brands locally can tap into these categories through their respective content creators to create meaningful brand-infused content, such as the platform’s sponsorable activities like Super Stream, Music Night, and FanFest among others allow brands like Unilever to engage consumers effectively.

“Marketing in a connected world opens new opportunities for brands to connect deeper with people, and YouTube is an effective platform to do that. Through YouTube, we were able to tell our brand stories in an unmissable way, standing up in the frontline of culture to engage today’s attention-restricted audience,” said Dennis Perez, media director at Unilever Philippines.

The platform’s success on brand integrated campaigns has been evident when they launched their first-ever YouTube Works locally, where they recognized the brands that have created campaigns that take the support from the platform’s diverse audience and capabilities.

“YouTube empowers brands to push the boundaries of creative storytelling that delivers results and I’ve seen this with the finalists of the inaugural YouTube Works awards. They used YouTube and its content creators in a powerful way, resulting in key achievements in awareness, engagement and action. I’m excited to see what brands and agencies will come up with and submit in the next run of YouTube Works,” said Leigh Reyes, jury head at YouTube Works and chair 3meritus and product officer at MullenLowe TREYNA.

Hong Kong – Insurance company AXA has announced the rollout of its new global brand campaign aimed at creating inspiration for confidence and progress.

Embodying the brand’s ‘Know You Can’ brand signature, the new brand campaign centers on the purpose of “act for human progress by protecting what matters.” This means evolving the meaning of the brand’s promise from empowering an individual’s self-belief towards being an enabler of progress through collective and connected confidence. In doing so, it seeks to make the brand a trusted and reliable beacon for its stakeholders.

In addition, the campaign is directly inspired by what most need nowadays: optimism. With the global pandemic having a massive impact on the physical and mental health of people around the world, the brand campaign’s message can be summed as “when you feel confident you can go far. When you feel protected by AXA you can go further.”

“This new brand campaign underscores AXA’s continuous commitment to being a true partner for our customers and helping them to achieve their goals. We hope to inspire people with this impactful campaign to embrace the future with confidence and build a better world together,” said Sally Wan, chief executive officer at AXA Hong Kong and Macau.

https://youtu.be/RU6rPImz7L4

The new AXA brand campaign will first roll out in the Asia Pacific, particularly in Hong Kong, where the campaign will be promoted across TV, digital and social media, and on outdoor billboards at strategic locations.

One of the initial parts of the campaign is a short film produced by AXA, which focuses on a young girl’s dream to become a soccer player. Throughout the storyline, the young girl faces a lot of obstacles, from being bullied in school to having seen a riot in their local area. Despite the adversities, she manages to emerge victorious as she plays for a large crowd. 

Overall, the brand’s campaign is a focus point for AXA’s commitment to supporting its customers, small-to-medium enterprises and the wider community, giving them the confidence to move forward.

“We are proud and delighted to be the first Asian market to launch this powerful brand campaign. To further reinforce our brand promise ‘Know You Can’ among Hong Kong citizens and build up the impact of this meaningful brand campaign, we will also introduce a series of local inspiring true stories surrounding the themes of Climate Change, BetterMe and Health throughout this year,” said Andrea Wong, chief marketing and customer officer of AXA Hong Kong and Macau.

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.”

Singapore – Global creative agency AnalogFolk has announced its recent investment to Untold Fable, a newly-launched global content production company founded by entrepreneur Kate Tancred, who also serves as Untold Fable’s CEO.

AnalogFolk Group will become a majority shareholder of Untold Fable, and it will be running its specialist brands – AnalogFolk, Untold Fable and Serum (UK) – as stand-alone businesses.

Through the investment, Untold Fable will offer clients the added value of tapping into on-demand digital agency services from AnalogFolk. This joint offering is designed to provide one entry point for clients into the creativity and efficiencies of a tech-powered production offering and the strategic precision of on demand creative digital agency services.

Untold Fable was founded on a greater need for video and audio content across entertainment and advertising, to which the company aims to cater to by creating a platform that houses studios, sound designers, sound engineers, composers and voice talent from around the world, assisting brands with their audio identity while communicating with consumers via one of the fastest-growing ad formats in the world.

Furthermore, Untold Fable allows brands, publishers and agencies to also have the option to measure their diversity and inclusion (D&I) statistics across their productions throughout the year, empowering them to put the issue front and center by giving them the data when it comes time to commission talent. 

According to data from branding and design company IMPACT, 70% of consumers have shared a brand’s video, with 52% saying watching product videos makes them more confident in online purchase decisions. About 72% of businesses, meanwhile, stated video has improved their conversion rate. 

“It is the first community-based production model to be built with diversity at its heart, promising to ensure the makeup of the network reflects the world we live in as well as launching technology features that make connecting with traditionally underrepresented talent from the creative industry much more accessible to clients,” the company said in a press statement.

With the existing footprint of AnalogFolk globally, Untold Fable will offer clients on-the-ground teams in London, New York, Sydney, Amsterdam, Hong Kong and Singapore from day one. 

“I spent the last 10 years driving the efficiencies and creativity of a tech powered production offering. Untold Fable expands on that model by connecting clients with a curated network of diverse, award-winning talent and layering over digital creative services from one of the most celebrated independent digital agencies in the world. Combining these offerings enables us to produce audio and video content in a way that the industry is yet to experience,” Tancred said.

Meanwhile, for AnalogFolk founder and chief client officer Bill Brock, their recent investment in Untold Fable speaks to the agency’s mission of using “digital to make the analog world better.”

“With the launch of Untold Fable, we not only diversify the group’s offering, we break exciting new ground on this enduring mission. We’re leveraging the power of technology to make it easier than ever before for brands and publishers to work with a more diverse talent pool,” Brock stated.