Singapore – Global logistics brand Toll Group has unveiled its refreshed brand direction ‘Curiosity in Motion’, including a new brand campaign ‘Think Outside the Box’ to show how the company delivers value for businesses in an era of disruption.

The end-to-end brand positioning was done with integrated communications agency VCCP Singapore in line with the company’s new focus on the Asia Pacific region. According to VCCP, the agency has been tasked with refreshing the brand’s strategy to communicate Toll’s ‘Pivot to Asia’.

Toll’s Chief Corporate Affairs and Marketing Officer, Zed Ivankovic, said the new brand positioning and campaigns are a ‘fresh, bold expression’ of how Toll makes an impact on businesses.

“Our new brand and campaign [highlight] how we at Toll push beyond the status quo to find new and better ways to deliver value for our customers… With our new brand identity and campaign, our people play a starring role, bringing their curiosity and spirit of progress to life with curiosity in motion,” said Ivankovic.

On working with VCCP Singapore, Ebrahim Kazi, global head of brand at Toll, also commented, “With the help of VCCP, the new campaign perfectly captures the changing consumer demands and positions Toll as a true partner that will be able to solve business challenges of today while continuously developing innovative solutions for tomorrow.”

Meanwhile, Andrew Hook, executive creative director at VCCP Singapore said that the campaign ‘Think Outside the Box’ is a tangible expression of Toll’s commitment to innovation, and the ‘spirit of curiosity’ that is powering its drive into the APAC region.

The campaign will run across social media in markets covering Australia, Asia, and Europe.

Singapore – Southeast Asian property technology company PropertyGuru has announced its new brand repositioning that is centred around guidance to everyone in the property journey – including property seekers, sellers, agents, developers, banks, valuers, and city planners.

The new brand positioning–‘Where every step of your journey will be guided by Guru’–reflects PropertyGuru’s vision to be a trusted advisor. It echoes the Group’s mission to help property seekers, sellers and owners make confident property decisions, beyond ‘property search’.

PropertyGuru also introduced a new enterprise brand, ‘PropertyGuru For Business’ as it doubles down on innovative solutions that will guide its property enterprise partners to achieve their business goals. ‘PropertyGuru For Business’ unifies PropertyGuru’s business-to-business (B2B) offerings and is designed to guide enterprise clients such as property developers, agencies, banks, valuers, and policy/city planners. 

Other proprietary solutions including PropertyGuru Finance, DataSense, ValueNet, FastKey and event solutions, PropertyGuru For Business will deliver synergies by leveraging data and technology, to help all enterprise clients tap into new growth opportunities and optimise efficiency. 

Hari V. Krishnan, chief executive officer and managing director at PropertyGuru Group, said, “As Southeast Asia’s market leader, the Group is acting upon the responsibility of helping everyone in their property journey make more confident decisions. We will be the infrastructure through which anyone seeking or selling property can make confident property decisions because every interaction is upheld by principles that create trust between users.” 

He added, “That infrastructure is the ‘Property Trust Platform’. We are introducing data solutions that bring transparency, use our innovations in technology to deliver efficiency and digitise property buying and selling, as we guide all our stakeholders on their property journey.”

Meanwhile, Remona Duquesne, director of brand at PropertyGuru Group, added, “Our brand repositioning reflects a strategic pivot into the Group’s new phase of growth outlining our value proposition that the Group offers, beyond search. We want to be right there at every step of the property journey, providing guidance in a market that is filled with complexity, mistrust, and anxiety. We will be that guide.” 

She added, “The brand repositioning sees a new narrative that better reflects our evolution. We will also enhance the experiences created across all platforms, from our offline presence to website, apps, and social platforms.”

Singapore – To mark Great Eastern’s 114th anniversary, the regional insurer has unveiled its new brand purpose – ‘Reach for Great’ – which expresses its promise to be a partner and enabler of its customers’ ambitions and aspirations. This brand refresh stems from extensive research involving more than 2,000 consumers across Singapore, Malaysia, and Indonesia done over the last two years.

Colin Chan, Great Eastern’s managing director of group marketing, shared that in 2020 in the midst of the COVID-19 pandemic, they rallied their customers to live Lifeproof, encouraging them to be resilient and optimistic in the face of adversity, and at the same time, they kick-started extensive research across their key markets to better understand consumer expectations of their insurance partner, and specifically from Great Eastern as their insurer of choice. 

“Findings from our research pointed towards the enablement of goals with consumers expressing the desire for us to help them in the pursuit of their financial goals and aspirations. This heightened consciousness about the need for financial wellness has been further accelerated as we move out of COVID-19 into a more endemic state of pandemic living,” he said.

To communicate this new brand positioning, Great Eastern has developed a new visual identity with a distinctive new headline typeface, colour strategy, and illustration style added to its brand palette. Taking reference from Great Eastern’s first brand logo in the 1900s, the new visuals sport a heritage crest to reflect its establishment as an inspiring and trusted insurance brand in the region. This new iconic and distinct treatment will be visible in all marketing material, which will be rolled out regionally across Singapore, Malaysia, and Indonesia in the next few months.

Moreover, to launch ‘Reach for Great’ in a relevant and compelling way, Great Eastern has also unveiled a new campaign and brand film featuring consumer profiles across Singapore, Malaysia, and Indonesia going about the unique pursuit of their own ‘greatness’. The real-life stories across the region capture the vast diversity of consumer’s goals and ambitions and show how Great Eastern is able to help them ‘Reach for Great’ through its combination of heritage, expertise, and inspiration, as the brand that believes in empowering everyone to achieve their aspirations no matter how big or small.

Chan added, “This refresh elevates our continuing and unique value proposition as a composite insurer to empower everyone to Reach for Great regardless of their aspirations, life stage or socio-economic status. We believe that Great is for everyone and that Greatness comes in many forms. Through the authentic stories of the people filmed in our brand film, we are that insurer of choice that will be there for life, to enable our customers to achieve their goals and #ReachforGreat.”

The new brand campaign is now available across free-to-air television, digital and social media, website, and out-of-home advertising across its key markets. Consumers can also interact with the brand as it rolls out a slew of product initiatives, rewards, and promotions from September onwards.