Tag: Campaign

Singapore – Samsung, in collaboration with BBH Singapore, has launched a new global advertising campaign spotlighting the Galaxy S25 Ultra and its AI features. Powered by Google Gemini, Samsung highlights how the Galaxy S25 Ultra offers practical AI assistance for users in its campaign.

Following its initial launch campaign for the S25 Ultra, Samsung and BBH Singapore released a series of three short films showing the smartphone’s AI capabilities. 

Each film depicts scenarios where AI provides tips for cooking, laundry, and studying. The series shows the smartphone’s conversational intelligence through Gemini Live.

The campaign seeks to resonate with Gen Z audiences, who are actively seeking ‘life hacks’ content and view AI as a go-to solution

Beginning its rollout this month, the global campaign is set to run across various media channels, including television, cinema, social media platforms, and online.

Sascha Kuntze, chief creative officer at BBH Singapore, said, “This campaign captures what people really want – practical solutions that make life easier. Rather than positioning the AI as futuristic tech, we’re showing how Galaxy S25 Ultra unlocks everyday discovery and is your go-to companion for figuring things out.”

Indonesia – Indofood has teamed up with Dentsu Indonesia to launch a bold new campaign for SARIMI ISI 2’s Korean Spicy Chicken flavour, fusing the global appeal of K-pop with a uniquely local twist through Indonesia’s own ‘dangdut’ culture.

Titled ‘The Unexpected Idol’, the campaign presents an unlikely but attention-grabbing mix of K-pop aesthetics and ‘dangdut’ — Indonesia’s homegrown music genre that has long been popular locally and is beginning to find audiences beyond Southeast Asia.

While the two genres may seem worlds apart, the campaign uses their contrast to its advantage, featuring local dangdut star Nassar (@kingnassar88) as the central figure. Known for his flamboyant persona and loyal fanbase who often refer to him as “Oppa”, Nassar serves as a bridge between the two musical cultures.

The campaign launched with a fast-paced TV commercial in which Nassar plays three different boyband archetypes, each representing a key product trait: Korean seasoning, bouncier noodle texture, and bold spiciness. The exaggerated performance and playful visuals drew attention online, with the video racking up over 50,000 views on Indofood’s official YouTube channel.

Beyond the ad, the campaign expanded to digital platforms with a Korean-style karaoke (noraebang) contest featuring SARIMI’s jingle, originally sung by Nassar. Fans were also encouraged to engage through social media challenges and had the opportunity to collect limited-edition merchandise kits, including K-pop-inspired light sticks, pins, bucket hats, and tote bags.

Theodorus Halim, senior brand manager Sarimi, PT Indofood CBP Sukses Makmur, commented, “The Unexpected Idol is a bold and playful play that has allowed us to connect with our local audiences with a culture and flavour beyond our borders. This was made possible by the dentsu Indonesia team, who have leveraged meaningful cultural and local insights to help us break through a crowded market in a way that felt fresh, relevant, and undeniably fun.”

Diaz Pradipta, creative director at Dentsu Creative Indonesia, also shared, “At dentsu, we constantly try to push the boundaries of innovation. So rather than following the same formula, we took an unexpected approach—one that would truly resonate with the audience. We knew that Nassar, with his larger-than-life persona and undeniable charm, already held a special place in the hearts of Indonesians. By blending both the energy of K-pop with dangdut, we created a campaign that was not only entertaining but also deeply relatable.”

Hong Kong – Lee Kum Kee has teamed up with creative agency Grey Hong Kong to launch its first-ever instant noodle line — a bold debut into the instant food category, backed by a campaign that injects journalistic flair into the world of cup noodle advertising.

Best known for its sauces and heritage in Chinese cuisine, Lee Kum Kee’s new ‘Full Meal Bowl Noodles’ offer real ingredients, a non-fried noodle base, and the brand’s signature sauces, positioning it as a more complete alternative to typical cup noodles.

Grey Hong Kong led the launch campaign, overseeing product positioning, packaging, and messaging. Emphasising authenticity, the campaign was built around the Cantonese phrase [有真料], which translates to “the real deal” — a nod to both the product’s ingredients and the approach to its promotion.

Central to the campaign is a newsroom-style launch film, where fictional reporters inspect the noodles with a level of scrutiny more commonly associated with investigative journalism.

The campaign extended to out-of-home placements across the city, designed to resemble newspaper pages. These executions featured layered headlines and in-depth copy, inviting the public to engage with the brand’s story beyond a traditional ad format.

“Normally, cup noodles come with promises. This one comes with proof. We knew it had to launch with the same honesty and pride Lee Kum Kee puts into every product. In a world full of shortcuts, this felt like something worth talking about,” said Eric Lin, general manager at Lee Kum Kee, Hong Kong, Macau and Taiwan.

May Chan, group creative director at Grey Hong Kong, added, “This was more than just a campaign — it was a celebration of innovation. The idea of ‘the real deal’ kept surfacing. Not just in the ingredients but in the way the product demanded to be noticed.”

Thailand – Restaurant chain Bar BQ Plaza has launched its ‘Sad Kama-Chan’ campaign with advertising agency Grey Thailand to spark smiles among its customers. Placing a frown on its usually cheerful fishball, Bar BQ Plaza aims to attract its customers.

In collaboration with Grey Thailand, Bar BQ Plaza transformed its mascot, Kama-Chan, from a smiling fishball into a sad one in an effort to capture its customers’ attention.

Sad Kama-Chan was also featured in a limited-edition promotional meal set. It generated content on social media as customers shared photos of the sad fishball.

Fans called on Bar BQ Plaza to bring back Kama-Chan’s smile. As part of the campaign, Bar BQ promised to return the iconic mascot to normal once it reaches its sales target.

The ‘Sad Kama-Chan’ is Bar BQ Plaza and Grey Thailand’s response to the brand’s 10% drop in sales last year, showing customers how they feel about it.

Additionally, the campaign aims to create an emotional connection between Bar BQ Plaza and its customers, blending creativity and boldness in its execution.

Singapore – Insurance company AIA Singapore is empowering families through the launch of a customised Monopoly game set. The launch is part of AIA Singapore’s series of initiatives celebrating SG60.

As the first insurer-customised edition of the game, the ‘Live Better with AIA’ Monopoly set captures key milestones in Singaporeans’ lives. It shows challenges and opportunities in health, wellness, financial planning, and social responsibility.

Aside from its distinct street tile designs, the game’s traditional houses and hotels have been replaced with upgrades such as workshops and wellness plans. It also features transformations such as attaining certifications, investing in luxury property, or accessing exclusive experiences.

The game set also incorporates relatable experiences for Singaporeans, including slang in chance cards and receiving angbao money during Chinese New Year.

Meanwhile, AIA is also launching a campaign to help families plan financially for the future. As part of the campaign, AIA is offering up to 20% off on eligible plans along with a free family access to Mandai Wildlife Reserve. The promo runs from May 6 to July 31, 2025.

In celebration of SG60,  AIA Altitude members will experience a series of events throughout the year with a by-invite-only programme. Additionally, AIA Altitude Pinnacle members turning 60 in 2025 will receive an exclusive silk scarf with a design that blends Singapore’s heritage.

AIA Altitude is also teaming up with the Michelin Guide for the ‘Gastronomic Heritage’ booklet, which features family-owned restaurants from Singapore. While spotlighting renowned chefs, it aims to highlight their wealth planning journey.

AIA Singapore recently forged a partnership with Rainforest Wild Asia, sponsoring a play space and tapir habitat within the park.

“AIA Singapore has proudly championed the health and well-being of Singaporeans across generations. As needs evolve, we remain committed to introducing innovative initiatives that promote holistic well-being and redefine what it means to live a healthy and active lifestyle. As Singapore marks its 60th birthday, we reaffirm our dedication to helping Singaporeans live Healthier, Longer, Better Lives,” Irma Hadikusuma, chief marketing and healthcare officer of AIA Singapore, said.

“SG60 is not just a time for celebration but also a moment of reflection on our shared values and goals as Singaporeans. This year, as we embrace ‘Building Our Singapore Together,’ we recognise that each of us has a role to play in supporting one another and shaping a stronger, more resilient nation,” Hadikusuma added.

India – Britannia The Laughing Cow, the processed cheese brand from the joint venture between Britannia Industries and Le Groupe Bel, has launched a new campaign spotlighting its revamped creamier recipe and locally produced range.

Conceptualised by Schbang, Britannia The Laughing Cow’s latest film-led campaign focuses on the idea of cheese that’s “Irresistibly Creamier, Uniquely Crafted with French Expertise”. Set in everyday meal moments, the campaign highlights the brand’s updated recipe and local production, anchored in the relatable response of asking for “One More Please”.

“We rooted our creative thinking in a powerful insight: today’s consumers constantly battle digital distractions, even during everyday meals. By showcasing a choice of food and connection over screens, we repositioned Britannia The Laughing Cow Cheese as a simple yet meaningful ally. Showcasing the sheer delight of every bite, the campaign brings alive the brand’s creamier, richer taste further cemented by the spontaneous ask for ‘One More Please’,” said Ria Shah, AVP – integrated brand solution and Puru Agarwal – associate creative director at Schbang.

As part of the campaign, Britannia The Laughing Cow has also introduced a GenAI-powered WhatsApp Recipe Bot, offering users quick, customised recipes featuring its cheese products. The tool aims to make everyday cooking more convenient and engaging.

Abhishek Sinha, chief business officer for dairy and CEO of Britannia Bel Foods, said, “At Britannia Bel Foods, we are proud to bring the finest French cheese-making expertise together with Indian craftsmanship and scale, a blend that truly sets us apart.”

“The new Britannia The Laughing Cow range is a milestone in our journey of making high-quality cheese more accessible and affordable for Indian households. This revamp is not just about taste; it’s a reflection of our commitment to quality, value, and innovation, shaped by global mastery and local understanding. With this creamier, tastier, and locally produced cheese, we’re making it easier than ever for consumers to enjoy a world-class cheese experience every day,” he added.

Britannia The Laughing Cow is produced in India by Britannia Bel Foods, a joint venture between Britannia Industries and France’s Bel Group. Since October 2024, the brand’s cheese products have been locally manufactured at a dedicated facility in Ranjangaon, Maharashtra, using locally sourced ingredients. The updated range blends French cheese-making expertise with Indian taste preferences and features refreshed packaging alongside an improved recipe.

Singapore – Technology platform Yahoo DSP has launched the ‘Conversion API’ (Yahoo CAPI) solution to enhance measurement, attribution, and optimisation of campaigns. It allows advertisers to integrate their conversions to Yahoo DSP to ensure accurate campaign performance insights.

Yahoo CAPI unifies online and offline conversion tracking, redefining how commerce media networks measure and attribute. Through real-time insights across channels, Yahoo DSP empowers advertisers to optimise campaigns in a single workflow.

Using first-party identifiers, advertisers can also transmit data directly on the platform or through LiveRamp’s data collaboration platform. LiveRamp is Yahoo CAPI’s initial integration partner.

“Through this solution, advertisers can easily upload their LiveRamp offline conversions on Yahoo DSP and close the loop on measurement, gaining a clearer understanding of how our online advertising efforts are driving offline sales,” Travis Clinger, chief connectivity & ecosystem officer at LiveRamp, said. 

Clinger added, “Amidst increasing pressures on advertisers’ budgets, using a CAPI enables increased campaign effectiveness – and better insights into returns – helping advertisers to make the best use of their investments and to highlight the critical role they play.”

“Yahoo DSP is committed to helping advertisers navigate the evolving digital landscape with solutions that prioritise both accuracy and privacy,” Giovanni Gardelli, VP of ads data products at Yahoo, said.

“With the launch of Yahoo CAPI, advertisers gain more control and flexibility in how they share conversion data, ensuring optimal measurement and performance. For example, with Yahoo CAPI, a technology advertiser saw 3x more attributed  conversions across different channels and devices that would have been harder to measure due to lack of cookies or advertising IDs,” Gardelli added.

India – Infinix has launched a new campaign for its Note 50s 5G+ smartphone, working with advertising agency SW Network and Flipkart Tech to deploy miniature billboards across select Indian cities, using tongue-in-cheek messages to highlight key product features.

For the campaign, SW Network and Flipkart Tech developed miniature billboards featuring sharp, cheeky messages designed to stand out in cluttered advertising environments. The billboards, which spotlighted features of the Infinix Note 50s 5G+—including a Sony camera sensor, curved display, and 144Hz refresh rate—were placed across high-traffic areas in Delhi, Mumbai, and Bengaluru.

The campaign also included individuals holding placards in front of large competitor billboards, adding a comparative edge to the rollout. The approach drew attention for its unconventional format and minimal physical footprint, prompting discussion across social media and marketing circles.

Speaking about the campaign, the leadership at Flipkart said, “We needed an innovative way to deliver our message of category innovation. The brand was banking on investing in features and questioning the noise. These tiny ads turned out to be a huge success. I won’t be surprised if other brands follow suit.”

Raghav Bagai, co-founder of SW Network, added, “At SW Network, our approach is always to cut through clutter with ideas that feel fresh, contextually sharp, and culturally relevant. These tiny ads proved that sometimes, going small makes the biggest impact.”

The campaign gained traction on social media, with creators, meme pages, and users on platforms like Twitter and LinkedIn commenting on its unconventional, small-scale approach.

Hong Kong – Bausch + Lomb has partnered with Metta/We Are Social Hong Kong to launch a new social-first campaign for its ULTRA ONE DAY contact lenses, flipping the script on traditional celebrity marketing.

Building on the success of their previous collaboration with singer and actress Marf Yau, the new “2.0” campaign moves beyond the traditional ambassador model, putting her creativity and influence at the heart of its development.

Reflecting this approach, the social-first campaign focuses on content designed to meet users where they are—on their phones, seamlessly integrated into their social feeds. It also marks the first phase of the “2.0” rollout, with more social-native content and community-driven initiatives set to follow.

Kathy Wong, general manager of Metta/We Are Social HK, said, “Today’s audiences expect more than polished visuals—they respond to authenticity, spontaneity, and shared creativity. This campaign exemplifies a true co-creation between Bausch + Lomb and Marf, where she has flexibility in the creative control—from choreographing dynamic dance sequences to actively inputting in the video’s execution.”

Wong noted that the collaborative approach goes beyond the traditional endorsement model, enabling the campaign to more effectively communicate the benefits of ULTRA ONE DAY contact lenses. Rather than focusing solely on dryness, the messaging highlights all-day comfort that complements Marf Yau’s energetic lifestyle and connects more authentically with her fanbase.

By involving Yau directly in the creative process, the campaign moves from simply featuring her to co-creating content that feels more personal, relatable, and engaging.

“While the vertical video format has become commonplace, our focus goes beyond mere adoption. We are meticulously crafting content that truly reflects today’s viewing habits and understands the nuances of each platform’s algorithms. For us, success isn’t just about fitting in; it’s about creating impactful content that feels inherently native to the environment and captures attention authentically,” Wong shared.

“Social platforms aren’t just media channels—they’re dynamic spaces full of creative potential. When brands and creators co-own the storytelling, that’s where real impact happens,” she added.

Singapore – Travel platform Klook is inspiring travellers to unveil their best selves through its latest global brand campaign. ‘The Best You’ campaign was made in partnership with independent agency The Secret Little Agency (TSLA).

More than a chance for luxury and escape, Klook and TSLA are reframing travel as a chance for self-discovery, emotional clarity, and personal growth. The campaign highlights how people can grow through meaningful experiences wherever they go.

As the travel industry continues to define travel through price and convenience, Klook is shifting the focus back to its emotional purpose. It champions discovery not only of places but also of people and their best selves.

As part of the campaign, Klook has launched a content series following Marie Kondo’s personal transformation journey. From her perfectionist self, she starts prioritising exploration and experiences a samurai training, robot dance part, and kintsugi workshop.

‘The Best You’ campaign also features a brand film and out-of-home placements, highlighting Klook’s experience offerings and emotional connections with them.

Complementing its concept of experiences sparking personal reflection, Klook and TSLA are also introducing an online personality quiz. By taking the quiz, consumers can understand their travel personas and get one of eight personas. The platform will also recommend bookable experiences based on the results.

Additionally, Klook has unveiled its limited-edition incense collection, made in collaboration with Oo La Lab. Five custom scents evoke various feelings and experiences, emphasising the user’s best self. The incense collection is distributed to Klook Kreators across 12 countries.

“The experiences you get from travel can often be life-changing and transformative. This narrative isn’t told fully by travel companies, especially market pioneers like Klook, who offer millions of travel experiences that help you open up, reconnect, and remember the good in things in life. We wanted to capture that sense of quiet transformation and tell a brand story that transcends products and platforms, focusing instead on how experiences can help people rediscover and realise their best selves,” Nicholas Ye and Mavis Neo, co-chief creative officers at TSLA, said.

“Becoming your best self isn’t something that just happens. Now more than ever, it takes conscious, deliberate effort. We took inspiration from the language of manifestation — how people envision and speak the best version of themselves into existence. To accompany this intention, we designed a dynamic aura treatment that visually captures the energy, vibrancy, and emotional resonance of becoming. It’s not just about where you go, but who you become along the way,” Ye and Neo added.

Marcus Yong, vice president, global marketing at Klook, commented, “We’ve always believed experiences offer more than just activities—they’re a way to see yourself differently. When the world feels unpredictable, people look for moments that bring them back to who they are. The Best You is our invitation to rediscover joy, connection, and personal growth through the simple power of travel and shared experiences.”