Tag: Campaign

Hong Kong – In an unconventional twist to promote its app, 7-Eleven has teamed up with creative agency Noah to unveil a bold activation: a series of eye-catching graffiti-style artworks delivering a reverse message—“Don’t Download the App.”

The campaign uses reverse psychology to showcase the unique benefits of the 7-Eleven app, with playful messaging that taps into Cantonese slang, urging customers to reconsider what they might be missing out on.

For this campaign, Noah collaborated with graffiti artists to “bomb” bold messages across the city. The use of graffiti creates a striking contrast: while graffiti draws people to the streets, the 7-Eleven app is all about the convenience of staying home. This juxtaposition adds an edgy twist to the campaign’s launch.

Noah enlisted renowned artists, including Hong Kong’s Plumber King, Bunny, Spy, and Yu Wan, to create graffiti art displayed in unexpected locations. From price tags and coffee cups to an iconic wall at select 7-Eleven stores, the artworks were designed to blend seamlessly into the environment.

Gloria Shiu, head of marketing at 7-Eleven Hong Kong & Macau, said, “At 7-Eleven, we’re always looking for innovative ways to connect with our customers. We are determined to break away from conventional marketing and engage audiences with wit and creativity. By telling people not to download the app, the campaign aims to inspire them to explore its features and experience the convenience for themselves.”

Rachel Wong, co-founder of Noah, also shared, “By embedding art into everyday 7-Eleven elements, we’ve transformed ordinary moments into opportunities for discovery. Collaborating with artists like Plumber King ensures the visuals to be as bold and thought-provoking as the campaign’s message.”

Asawin Bear Phanichwatana, creative partner of Noah, added, “This disruptive campaign has already proven that sometimes the best way to say ‘yes’ is to start with ‘no.’”

India – Meesho, an online shopping platform in India, has teamed up with Carat India to unveil the ‘Meesho Mega Blockbuster Dhamaka’ campaign on Star Plus. Rooted in the insight that shopping fosters bonds among women—both online and offline—the campaign creatively brought this concept to life through beloved Star Plus daily soap characters.

Developed and executed by Carat, the campaign unites four iconic lead characters from different Star Plus shows, portraying them as friends planning an exciting shopping spree for Meesho’s Mega Blockbuster Sale. This narrative unfolded in the MAHA Sangam episode, which premiered on the sale’s opening day.

Meesho’s campaign leveraged the cultural appeal of beloved TV protagonists to drive commerce and consumer engagement, showcasing how affordable festive shopping can be through impactful long-form content.

Commenting on the campaign, Sanchayeeta Verma, CEO at Carat India, said, “The annual festive sale is the most critical event of the year for every marketplace. For us at Carat, this was the first MBS campaign that we executed for Meesho, and it served as a litmus test. I’m deeply grateful to Meesho for trusting us to be their partners in unleashing every critical media lever to win. Kudos to our brilliant Carat team for passionately delivering a record-breaking MBS campaign.”

Simantini Ghosh, national head of entertainment specialisation at dentsu India, added, “Just when branded content on television seemed to have reached its peak, we pulled a rabbit out of the hat for our first MBS campaign by reimagining beloved TV protagonists in unexpected, fresh avatars. With a sharp focus on business objectives, we crafted compelling communication with the Star Plus protagonists, delivering impactful results. My thanks to Meesho for believing in this idea and to Star for flawless execution.”

The campaign explored innovative collaboration formats within the GEC space, resulting in cohesive storytelling. The Maha Sangam episode, central to the campaign, recorded the highest ratings among episodes aired during the collaboration week. 

Meesho also reported significant success, boosting daily active users among Tier 2+ women and achieving its goal of DAU growth on the sale’s opening day. Day one saw 6.5 crore unique app visitors and 1.5 crore downloads ahead of the event.

Soumitra Choubey, director of brand marketing at Meesho, commented, “At Meesho, our goal is to create memorable and meaningful connections with our audience, especially during key events like the Mega Blockbuster Sale.” 

“The collaboration with Carat India and Star Plus was a testament to the power of innovative storytelling and deep cultural resonance. By bringing beloved TV characters together for this campaign, we not only enhanced the excitement around our sale but also strengthened our commitment to making festive shopping experiences more engaging and accessible for everyone. We’re grateful for the exceptional teamwork that made this possible,” Choubey added. 

Indonesia – Indonesian e-wallet platform DANA has partnered with Epic Idea on a new campaign that creatively uses humour and wordplay to make digital scam awareness both memorable and engaging.

Titled #AwasJebakanBadman (#BewareOfBadmanTrap), the campaign film combines humour with vital scam awareness tips to warn users about the digital risks they face. Stepping away from the typical serious tone of PSAs, the video uses playful humour and Indonesian-style wordplay to deliver its message in a more engaging, memorable way.

The spot also features Dr. Boyke, a well-known Indonesian OB-GYN and sexologist, bringing a unique and unforgettable edge to the campaign. His unexpected appearance adds a twist that captures attention and keeps viewers engaged, offering a refreshing contrast to the typical financial expert usually seen in PSAs.

Created by Epic Idea, the campaign reimagines the classic PSA format, showing that scam prevention can be fun, memorable, and distinctly Indonesian. Far from just another awareness campaign, it’s a bold and culturally resonant reminder that knowing how to avoid a ‘Badman’ is not only essential but also entertaining.

Max Roza Natadjaya, creative director at Epic Idea, said, “Indonesians have a unique sense of humor. We love wordplay that suggests something cheeky without outright saying it. It makes people laugh, and it sticks with them. By playing to this, we’re able to deliver scam awareness tips that feel less like a lecture and more like a fun conversation.”

Audra Syah Rasjid, creative lead at EPIC IDEA, also shared, “Dr. Boyke brings an energy that’s approachable, entertaining, and above all, memorable. When we thought about who could capture that playful, slightly cheeky tone we wanted, he was the perfect fit. His background makes the message feel less formal, and his humor ensures it’s something people will talk about.”

Indonesia – PT Sasa Inti (Sasa), in collaboration with FCN Creative – Storikka, has launched ‘Sasa Kids ADHDtion,’ an initiative designed to support families, especially mothers, caring for children with Attention Deficit Hyperactivity Disorder (ADHD).

ADHD is a neurodevelopmental disorder that impacts focus, impulse control, and movement regulation. With 1 in 20 children in Indonesia affected, Sasa recognised the critical need for targeted support for mothers during mealtime and sensory management.

Sasa Kids ADHDtion features pre-measured seasoning, coconut milk, and spices specially crafted to meet the dietary needs of children with ADHD. It also includes recipe ideas printed on the packaging for easy meal preparation. 

Meanwhile, the innovative packaging, designed by FCN Creative – Storikka and artist Martcellia Liunic, functions as an interactive infinity cube, offering both aesthetic appeal and a fidget tool to help children with ADHD stay focused during meals.

Psychologist Anastasia Satriyo, M.Psi., said, “Childhood is a formative period for development, especially for children with ADHD, who benefit greatly from the right family support. Managing ADHD symptoms involves a quality diet and proper sensory stimulation. Balanced meals stabilise mood and energy, while sensory aids like fidget toys help children focus and manage excess energy.”

“Here at Sasa, we are committed to helping Indonesian families, especially mothers, provide nutritious, flavourful meals that meet their families’ unique needs,” said Aldina Bahri, head of digital marketing at PT Sasa Inti. 

“We know how much Indonesian consumers value umami-rich flavours, and our new product makes it simple for mothers to serve dishes with just the right balance. We’re excited that FCN Creative – Storikka brought this concept to life with their expert understanding of design and sensory engagement, especially for those families with ADHD children who require special dietary considerations,” Bahri explained. 

Sasa Kids ADHDtion reflects Sasa’s commitment to providing tasty, nutritious meals for all families, including those with special dietary needs. With its thoughtful design and sensory benefits, the product supports mothers in preparing meals for children with ADHD, while fidget-friendly features help keep kids engaged and focused, making mealtime more enjoyable.

Roni Ernawan, executive creative director of FCN Creative – Storikka, shared, “Our collaboration with Sasa on Sasa Kids ADHDtion represents a commitment to supporting the diverse needs of Indonesian families. We’re proud to contribute creative solutions that go beyond conventional products to deliver both deliciousness and sensory engagement for children.”

Singapore – Lifebuoy, Unilever’s hygiene soap brand, has teamed up with Moo Deng, the viral sensation baby pygmy hippopotamus, for its ‘H for Handwashing’ global movement, redefining the letter ‘H’ as a universal symbol for hand hygiene.

Created in collaboration with MullenLowe Singapore and MullenLowe Lintas India, the campaign features Moo Deng in her first-ever branded content video, ‘Confessions of Moo Deng.’ 

In the video, the beloved hippo humorously reveals her reluctance to follow her family’s legacy as the typical “H for Hippo” in the alphabet, preferring instead to give the letter ‘H’ a more impactful meaning for humans. Moo Deng believes she’s meant for more than just being the usual “H for Hippo.” After watching humans daily, she concludes that ‘H’ should stand for something more valuable: handwashing.

The campaign also debuts an AI-powered hippo teacher that comes to life to teach kids #HforHandwashing through interactive, personalised games, activities, and songs. Children and parents can access this engaging AI experience by scanning the QR code featured in the video.

Together with Moo Deng, Lifebuoy’s AI-Teacher Hippo marks a major step in Lifebuoy’s mission to make handwashing a lifelong habit for children worldwide. Since 2020, Lifebuoy has led the way in transforming hand hygiene education with its ‘H for Handwashing’ campaign.

Khim Yin Poh, global brand vice president at Lifebuoy said, “We are thrilled to work with the  world’s most popular and adorable hippo Moo Deng, and the most tech-savvy and loving AI Teacher Hippo, for our ‘H for Handwashing’ campaign.” 

“As the world’s number one selling germ  protection soap, Lifebuoy’s global movement aims to forever change how the alphabet is taught,  with the simple recommendation that the letter H should not stand for hippo, horse or house, but  should instead become a ubiquitous symbol for handwashing. We believe having the endorsement  of Moo Deng in her first ever branded content video will reinforce our important message for  children and adults alike, as a step towards improving handwashing behavior around the world,” Poh added. 

This Global Handwashing Day, Lifebuoy has joined forces with MullenLowe Singapore, MullenLowe Lintas India, Aircards, Microsoft, Columbia Business School, and leading experts in gaming, behavior change, hygiene, and education.

Vinay Vinayak, global business director at MullenLowe Singapore, said, “Every year Lifebuoy  celebrates Global Handwashing Day as a marquee event, and this year, we want to reach out to  more children and adults alike with our two new lovable champions: Moo Deng and AI-Teacher  Hippo. While Moo Deng can win over audiences and convey the important message of handwashing  through her adorable personality, AI-Teacher Hippo will be able to capture different children’s  preferences by offering unique personalized experiences that make hygiene education both fun and  unforgettable.” 

Sarvesh Raikar, president – creative at MullenLowe Lintas India, also shared, “As the world is looking at  innovative ways to use celebrities and influencers, we are proud of how we could use a unique  global personality like Moo Deng to refresh our multi-country behavior-change campaign  #HforHandwashing. Moo Deng (Hippos) was integral to the campaign idea and the video ‘Confessions of Moo Deng’ helps us deliver the core idea in an unsuspecting, memorable way.” 

Lifebuoy’s global ‘H for Handwashing’ movement has embedded essential hygiene practices into school curriculums worldwide through partnerships with parents, educators, governments, NGOs, and organizations like Sesame Workshop. This initiative has reached over 14 million children across 35 countries. 

Hong Kong – Oriental Watch Company has launched its latest campaign, ‘The Strokes of Time,’ designed to inspire Hongkongers to pause and appreciate the beauty of their surroundings in a city known for its rapid pace and constant change.

Conceptualised and crafted by creative agency Omelette Digital, this experiential activation extends Oriental Watch Company’s ‘Take Your Time’ platform. Centred on the calligraphic gems adorning Hong Kong’s streets, each character captures the aesthetics of a unique era. The initiative brings these historic scenes to life, offering a timeless visual experience in the heart of Paterson Street and Fashion Walk.

In this campaign, Omelette Digital collaborated with three local artisans: “Plumber King” Yim Chiu-Tong, Neon Craftsman Wu Chi-Kai, and Minibus Sign Maker Mak Kam-sang. Under the theme ‘The Strokes of Time,’ each craftsman has crafted a distinctive art piece that reflects various hallmarks of Hong Kong’s vibrant visual culture.

The centrepiece of the campaign is a massive ‘Words of Reminder’ installation, inviting pedestrians to pause amidst a vast array of Chinese characters crafted in font styles commonly found throughout Hong Kong.

“This visual experience is a collective creation put together by multiple local calligraphers and craftsmen. We hope Hongkongers and tourists who are passing by Causeway Bay can take a breather to appreciate the aesthetics of our local calligraphic gems,” said Matt Kwok, creative director of Omelette Digital.

“This project is yet another love letter to the city we call home. In a world that is obsessed with speed and change, we wish to slow city dwellers down with an experience that blends nostalgia and newfound vitality,” added Andrea Choi, creative director of Omelette Digital.

With over 60 years of heritage, Oriental Watch Company has closely observed the evolution of Hong Kong throughout the decades.

Anthony Tsang, head of marketing and digital (Greater China Region) at Oriental Watch Company, said, “This experiential activation is another illustration of our dedication to encourage Hongkongers to ‘TAKE YOUR TIME’. As we put aside our pursuit of speed, moments of simple joy are all within reach.”

The Strokes of Time activation is open to the public until November 10, 2024. This teaser for Oriental Watch Company’s new platform, ‘Take Your Time with The Timekeepers,’ honours individuals who master the art of long-term devotion in a city that moves at 1.5 times the usual pace.

Singapore – As part of its annual McHappy Day, McDonald’s Singapore is bringing joy to fundraising with the launch of limited-edition Ronald & Grimace Mismatched Socks. These fun and colourful socks not only add a playful touch to your wardrobe but also help brighten the lives of families in need.

Through this initiative, McDonald’s Singapore will donate all net proceeds from the sale of these fun and uplifting socks to the Ronald McDonald House Charities (RMHC) Singapore, providing vital support to families with seriously ill children.

The initiative prioritises the maintenance of the Ronald McDonald House (NUH) and the Ronald McDonald Family Rooms (located at both NUH and IMH), which serve as crucial havens for families caring for their children in the nearby Paediatric Intensive Care Unit and High Dependency wards at NUH, as well as the outpatient clinic at IMH. This family-centred care approach has been shown to significantly benefit both families and their seriously ill children, who often face long medical journeys.

From 15–31 October 2024, the limited-edition Ronald & Grimace Mismatched Socks will be available for purchase at McDonald’s locations islandwide, either in-store, for takeaway, or via Drive-Thru, priced at just $10 per pair. Available in adult sizes only, each pair features a unique mismatched design, making them perfect for anyone looking to add a playful touch to their wardrobe while supporting a meaningful cause.

Benjamin Boh, managing director of McDonald’s Singapore, expressed, “McHappy Day has always been about bringing people together to make a positive impact in the lives of families who need it most. Every sock purchase is more than just a contribution—it’s a way to show compassion and support for families facing challenging times. Together, we can  create a culture of care.” 

Founded in 1989, Ronald McDonald House Charities (RMHC) Singapore is an independent charity dedicated to improving the health and well-being of children in Singapore. Since 2013, RMHC Singapore has provided over S$5 million in grants to support the medical, surgical, and rehabilitative treatment costs for more than 900 needy children.

Australia – Tourism Fiji has teamed up with Havas Host to introduce a new cleanup initiative aimed at encouraging Fijians and visitors to reduce litter across the islands by responsibly disposing of waste, even in the absence of public bins.

Developed by Havas Host, the ‘If you can’t bin it, bag it’ initiative addresses the challenge posed by the shortage of public rubbish bins, recognising that a campaign focused solely on encouraging people to dispose of litter in bins would be insufficient.

With this in mind, Tourism Fiji and Havas Host distributed specially designed, sustainably made reusable tote-style bags to inspire Fijians with a practical way to take their litter with them until they find a suitable bin.

The campaign also features an illustrated mascot named Kasikasi, a small Fijian hermit crab who cleverly uses his shell as a bag to carry rubbish until he finds a bin. Serving as the face of responsible waste management, Kasikasi will be prominently showcased throughout the initiative in visuals, music, and on reusable bags.

To further enhance the campaign’s impact, Havas Host partnered with local artists to infuse the initiative with authentic Fijian creativity. Fijian musician Kuki composed the campaign’s catchy jingle, while illustrator Lily Vallance contributed vibrant designs that appear on visuals and reusable bags. The song will air on radio and digital platforms, aiming to inspire behaviour change by educating locals—especially children—on the importance of keeping Fiji litter-free.

Brent Hill, CEO of Tourism Fiji, said, ”We are thrilled to launch the ‘If you can’t bin it, bag it’ campaign alongside our dedicated partners. This initiative embodies our commitment to sustainable tourism practices and highlights the collective responsibility we share in safeguarding Fiji’s environment. As we roll out this initiative, we encourage all Fijians and visitors to embrace the ethos of ‘If you can’t bin it, bag it.’”

Srishti Narayan, chief marketing officer at Tourism Fiji, added, “As part of our ongoing commitment to sustainability, we believe collaborating with communities, industry, and the government can greatly preserve Fiji’s natural beauty. We appreciate our numerous partners who have joined us in this endeavour. It is now over to all of us in Fiji—locals and tourists—to grab a bag, either the specially designed bags or any reusable bag, and to dispose of our waste thoughtfully and keep Fiji clean and beautiful.”

The campaign will run across roadside billboards and other OOH locations, newspapers, radio, and digital platforms, with reusable bags available at various outlets throughout Fiji.

Signs featuring Kasikasi will be strategically placed in litter-prone areas such as beaches, walking paths, and parks, serving as reminders for people to hold onto their rubbish until they find a proper bin.

Ant Moore, MD of Havas Host, said, “This is an exciting initiative that fosters a change in behaviour among different generations through multiple partners and channels. We are thrilled to help bring it to life and look forward to its benefits for Fiji and its natural beauty.”

The Tourism Fiji-led campaign is backed by a coalition of 15 travel and tourism industry partners, including top resorts and hotels, reflecting a unified commitment to environmental conservation across the industry.

Australia – The National Roads and Motorists’ Association (NRMA), an Australian organisation offering roadside assistance, has launched a campaign encouraging motorists to drive safely in time for Rural Road Safety Month this September. 

Featuring the First Nations Elders, the campaign aims to increase awareness of country road safety. While sharing safety messages, its goal is also to reduce the number of crashes and fatalities on the road.

The road toll has increased since last year, with 70% of fatalities being recorded in rural areas, driving NRMA to focus on regional communities for the campaign.

“For over 100 years the NRMA has been a trusted voice on road safety, and we continue to look for innovative and engaging ways to advocate for greater road safety outcomes for motorists, particularly those who are living in rural and regional areas,” NRMA chief membership officer Victoria Doidge said.

“Our rural and regional communities are the backbone of our country, and deserve to have the same road safety conditions of those who live in metropolitan areas. We want to ensure that people continue to travel to the regions, and can get to their destination safely. Unfortunately this year we have seen the road toll continue to increase, particularly across rural NSW. Every life lost is a tragedy and we must do everything we can to ensure motorists make it home safely to their loved ones,” Doidge added.

“The long distances often travelled on rural roads mean there really is no room for complacency when drivers get behind the wheel,” Jenny Aitchison, minister for regional transport and roads, said.

“I would urge drivers to take regular breaks, don’t drive under the influence of drugs or alcohol, obey speed limits, follow the advisory signs, be alert to wildlife and drive to the conditions, and always wear a seatbelt. And, whether you’re a local or a visitor, please take extra care while driving through rural or regional areas. By making safer choices, we can help everyone get home safe,” Aitchison added.

Philippines – In celebration of National Heroes Day, Grab Philippines has launched a new campaign that shines a spotlight on the crucial roles that delivery riders and ride-hailing partners play in the lives of countless Filipinos.

Hailed as contemporary heroes, Grab’s new campaign seeks to honour GrabCar driver-partners who navigate countless challenges on the road to deliver exceptional service. These drivers not only meet the basic needs of others but also strive to build better lives for their families who depend on them.

The campaign features an online film series titled ‘Itatawid, Ihahatid,’ which highlights the often-overlooked dedication of on-demand service professionals who ensure every passenger reaches their destination safely and every craving is satisfied.

“There’s no denying the exceptional dedication, perseverance, resourcefulness, and love for driving that ride-hailing professionals like me possess. I believe that no matter the obstacles, a person determined to succeed in life will find a way,” Matet Craig, one of Grab’s GrabCar driver-partners, shared. 

Being a GrabCar driver-partner for almost a decade, Craig was able to purchase her six-seater vehicle and send her children to school with her earnings as a solo parent. 

“No livelihood is easy, but as long as you have a clear goal for yourself and your family, you will see it reflected in the quality and kind of service you offer to each passenger,” Craig added. 

As part of the campaign, Grab delivery riders and driver partners are also honoured on the app, where they are depicted as superheroes on the location tracking feature. This creative tribute serves as a reminder of the invaluable contributions these riders and drivers make to the community.

The in-app activation in the Grab app depicts drivers as superheroes on the road.

Ralph Guillermo, a member of the Grab Ugnayan Advocates, a group of GrabFood delivery partners, emphasised the importance of recognising the dedication of platform professionals like himself.

“Our livelihood is not easy. We face many challenges on the road while delivering, such as traffic, changing weather, and more. But of course, we don’t let these obstacles stop us from serving our customers and providing for our families,” Guillermo stated. 

Another Ugnayan advocate, Alan Carrillo, emphasised how much delivery partners value feedback from consumers.

Carrillo shared, “It’s heartwarming to receive simple feedback like a five-star rating or positive comments, as well as tips, from our customers. These show that everyone wins in every successful delivery—customers are happy, while we move closer to our aspirations.” 

The series of online films is available for viewing on Grab Philippines’ official social media channels.