Tag: Campaign

Australia – Suntory BOSS Coffee, Japan’s iconic canned coffee brand, has teamed up with creative agency It’s Friday in a new brand campaign that redefines the trans-Tasman coffee experience. 

Based on the understanding that Aussies and Kiwis have a deep appreciation for robust, high-quality coffee, Suntory BOSS Coffee’s campaign revolves around the unique Japanese ‘Flash Brew’ method, where coffee is brewed hot and chilled fast to deliver a rich coffee taste. 

It’s Friday’s campaign for the iconic coffee brand positions it as the ideal partner to help fuel busy work days with a delicious, convenient flash-brew coffee experience.

With the new brand tagline ‘Ambition is’, the messaging across the campaign assets sets to reinforce the quality coffee taste experience inside every can of Suntory BOSS Coffee, which will deliver a boost to drive further ambition for the day ahead. 

Furthermore, its new brand visual identity draws inspiration from Japanese craftsmanship and ‘Kanso’, which is defined as simplicity. Its fresh new brand identity challenges conventional perceptions of craft coffee and positions the brand as the ultimate catalyst for ambition and drive. 

The ‘Ambition is’ campaign runs across TV, digital video, social, OOH, and POS. The new visual identity is also rolling out across key customers. 

Amy Hiscock, head of Suntory BOSS Coffee marketing at Suntory Beverage & Food APAC, said, “Suntory BOSS Coffee is proudly the number one canned coffee beverage across Australia and New Zealand. When we introduced the product into the market two years ago with our ‘How Japan Can’ campaign, it was important that we raised awareness of the category and focused on our Japanese heritage.” 

She added, “The new campaign ‘Ambition is’ and updated visual identity, developed with the team at It’s Friday, allow us to continue to hone in on our heritage but also dial up the quality and taste experience to inspire a Boss Coffee experience at any time during the work day. Suntory BOSS Coffee is real, rich-tasting, flash-brewed coffee, all in the convenience of a can.”

Also speaking on the campaign, Vince Lagana, CCO and co-founder of It’s Friday, shared, “In this first iteration of the ‘Ambition is’ campaign, we wanted to focus on the brand’s real coffee credentials. We knew we’d never replace the first coffee of the day for Australians and our Kiwi friends. That’s too sacred. But once people understand that Suntory BOSS coffee is real coffee, they see that there’s a fresh way to get that second or third coffee hit. That’s where Suntory BOSS Coffee comes into its own. That’s how it can help fuel ambition as the day goes by. We’re looking forward to rolling out more under the ‘Ambition is’ platform soon.” 

Seoul, South Korea – McDonald’s Korea has partnered with global advertising agency Leo Burnett Korea to create its latest campaign that shines light on the living conditions mothers and other caregivers undergo when their child is hospitalised. 

Titled ‘Mom’s Bed’, the campaign puts a spotlight on the hundreds of thousands of mothers in South Korea that live in cramped, uncomfortable conditions on tiny caregiver beds for days, weeks, months—sometimes years—on end just to take care of their hospitalised children. 

McDonald’s and Leo Burnett Korea’s ‘Mom’s Bed’ campaign film depicts this very struggle that carers face, showing just how cramped and uncomfortable caregiver beds are. 

In South Korea, most hospitals regulate that legal guardians must accompany their sick children when they are hospitalized. However, the unique caregiving culture is often taken for granted, and the struggles faced by mothers or guardians are neglected. 

Furthermore, South Korea has only one RMHC (Ronald McDonald House Charities) in Yangsan, which is approximately 388 km away from Seoul, where most children’s hospitals are situated. 

As a partner of RMHC, McDonald’s wanted to highlight the need for an RMHC House in Seoul. Each RMCH house can support families with sick children by providing them with a home away from home and a more comfortable place to stay as they look after their child. One RMHC house will have around 100 rooms, a kitchen, a play room, and a learning space to accommodate up to 100 families. 

As part of the campaign, dozens of installations appeared overnight in locations around Seoul, highlighting how the city’s ubiquitous tiny benches are no bigger than parents’ hospital beds. Further, on streets, landmarks, shopping malls, and McDonald’s restaurants, the installations compare the actual size of ‘mom’s bed’ with universal bed sizes, each inscribed with a real mother’s name, while QR codes link to genuine stories to inspire change and invite donations.

Following a massive ‘Mom’s Bed’ installation in Goyang Starfield, one of Seoul’s largest shopping malls, influencers and ambassadors also took part and shared photos of themselves, further emphasising how unacceptable and uncomfortable caregiver beds are. This movement led to record-breaking donations to make RMHC possible. 

With this support, plans for a second Ronald McDonald House in Seoul are being discussed to help more families with sick children.

Haeyeon Lee, chief marketing officer at McDonald’s Korea, said, “With ‘Mom’s Bed’, we wanted to raise awareness of the desperate need for a RMH in Seoul.”

Also speaking on the campaign, SooHee Yang, chief creative officer at Publicis Groupe Korea, shared, “Learning about the hardships faced by so many parents was an incredibly humbling experience. We hope that more parents will sleep a little easier, ready to face whatever challenges might lie ahead, as a result of this campaign.”

Kuala Lumpur, Malaysia – As Malaysia basked in the joyous celebration of Hari Raya, Apple has launched its latest campaign focusing on the innovative Face ID technology of the iPhone 15. Set against the backdrop of familial gatherings during this joyous occasion, the campaign humorously addresses the age-old dynamics of family privacy intrusion, particularly among the younger generation. 

For this campaign, Apple tapped its bespoke advertising agency, TBWA\Media Arts Lab Singapore, to create a campaign film that will run across TV, TVO, cinema, digital, and social. 

MARKETECH APAC spoke exclusively with the team at TBWA\Media Arts Lab Singapore to learn more about the agency’s creative strategy for this campaign and how it effectively leverages the cultural significance of Hari Raya to resonate with Malaysian audiences.

Unlocking the campaign

In the heart of the campaign lies the scenario titled “Nice Try!” where a bustling Hari Raya dinner becomes the stage for familial antics. 

As an abandoned pink iPhone flickers to life with message notifications, a nosy aunt seizes the opportunity to peek into her niece’s private affairs in an attempt to investigate the romantic texts the niece is getting from her secret boyfriend. 

However, she is immediately stopped by the phone’s Face ID security feature. What follows is a comedic, yet futile attempt by other family members to crack into the device. 

The campaign pokes fun at overprotective elders who are eager to know what’s going on in their young ones’ lives. It also aligns with Apple’s broader campaign titled ‘Relax, It’s iPhone’ that highlights the benefits of owning the latest phone device. 

TBWA\Media Arts Lab Singapore’s creative strategy is to put a spotlight on teenagers, the generation who arguably place the most value on their privacy today. The team wanted to show that, in a family gathering as big as Hari Raya, while sharing, caring, love, and respect are important, privacy is as well. 

“Remember how we used to put padlocks on our diaries so our overprotective parents couldn’t get into them? These days, the phone isn’t just a teenager’s diary; it’s their social life, their identity, and much, much more. You can imagine how badly a concerned parent in 2024 would want to get into their teenage child’s phone,” the agency explained. 

Connecting through humour and charm 

Central to the campaign’s narrative is the cultural backdrop of Hari Raya, one of Malaysia’s most significant religious festivals. Leveraging the idea of typical familial gatherings and the inevitable barrage of inquiries that accompany them, TBWA\Media Arts Lab Singapore ensured that the campaign would resonate with Malaysian audiences on a deeply relatable level. 

Employing meticulous casting to ensure authentic portrayals of the characters in the film, the campaign worked to capture the essence of the quintessential ‘aunty’ figure that every Malaysian knows and relates to. 

The agency shared, “There is always that one aunty you’d see only once a year at Hari Raya. She’d corner you and won’t stop interrogating you until she knows everything. We knew every Malaysian would recognise that character, and our most important task was to get the casting and performance right.”

Another important note is that while the campaign addresses the universal theme of privacy invasion, it does so with a touch of humour and charm. 

TBWA\Media Arts Lab Singapore made sure that the aunties or any of the relatives weren’t portrayed as villains. Rather, the campaign portrays them as well-intentioned individuals expressing concern for their loved ones—a subtle nod to the cultural norms of familial care prevalent during Hari Raya. 

By striking this delicate balance, the campaign succeeds in eliciting laughter while fostering a sense of familiarity and connection with the audience.

India – As the Cricket World Cup fever grips the nation, Gulf Oil Lubricants India and Dentsu Creative have teamed up to unleash a new force in the cricket arena – the ‘Unstoppable Army’ of Chennai Super Kings (CSK) fans.

In a bold and disruptive campaign by Dentsu Creative, Gulf Oil has decided to hand over the reins of its advertising to the fans, giving them a chance to showcase their love and loyalty for the team, while the players focus on their training and the game.

The campaign was kicked off with a behind-the-scenes film, featuring CSK’s beloved players, led by Dhoni, as they arrived on set prepared to shoot the Gulf Oil ad. However, a twist awaited them as the brand representatives revealed the campaign’s unique concept of giving time back to CSK players, while inviting fans to craft their own advertisements. The film concluded with a compelling call to action, urging fans to unleash their creativity by visiting the campaign website.

Adding a touch of humour to the campaign are entertaining films featuring uncanny lookalikes of CSK players such as Dhoni and Jadeja. These films humorously fill the void left by the real heroes who are diligently honing their skills on the field. They reinforce the campaign’s central message of giving players time to focus, and giving the fans the opportunity to shine by crafting their own Gulf Oil ads. The ultimate reward up for grabs is being able to see one’s own ad on TV.

The campaign is a unique initiative that fosters a deeper connection between the brand, the fans, and the team. Leveraging digital platforms like YouTube, Instagram, and Facebook for the campaign’s launch and subsequent fan-generated content, Gulf aims to create a cohesive and engaging narrative that celebrates the spirit of cricket and its supporters.

Amit Gheji, head of marketing, Gulf Oil Lubricants India, commented, “We’re excited to have rolled out the ‘Gulf Unstoppable Army’ campaign alongside Dentsu Creative. This isn’t just about ads; it’s about honouring the passion of CSK fans and giving our players the space they need to clinch that 6th title.” 

“By letting the fans take the creative reins, we’re tapping into the raw energy of cricket fandom while showing our players some serious love. It’s a win-win that embodies the heart and soul of Gulf Oil’s partnership with CSK – together being bold, dynamic, and totally unstoppable,” he added.
 
Meanwhile, Ajeet Shukla & Gia Fernandes, creative heads (West) at Dentsu Creative India, added, “The T20 cricket season is that challenging phase of advertising where you’ll have to & must do something disruptive and thoughtful to get noticed. That is what our attempt has been this time with the idea of not using CSK players for Gulf Oil Ads. Instead giving back the time to players to practice and hopefully see them emerge as Champions for the sixth time. We’re very excited to see the entries that are coming our way and hoping the entire nation picks it up and sends us their creative version of a Gulf Oil ad.”

Beijing, China – Global beauty brand LUX proudly announces the launch of its new campaign, ‘In Her Name’, aimed at empowering women, as they bring to attention the unconscious bias of naming children in China.

The campaign aims to empower Chinese women and help them rise above their names being treated as sexist labels, with a mission to rewrite the narrative for the next generation.

The ‘In Her Name’ campaign by LUX aims to change the way women are named by creating 100 names reflecting the essence of femininity today, drawing inspiration from classical literature, positive connotations, and the evolving landscape of societal development.

To make this possible, LUX partnered with Dr. Liu Yanchun, a distinguished linguistics scholar from the University of China, to pioneer a movement challenging societal norms and stereotypes. The collaboration with Dr. Liu Yanchun ensured a thoughtful selection process, incorporating unbiased options to emphasise the diverse spectrum of femininity and promote inclusivity.

Speaking on this collaboration, Yanchun said, “In the process of creating these 100 new names, I’ve combined elements from literature, researched terms with positive connotations and took into account present societal norms to craft meaningful names for the women of today.”

Additionally, LUX collaborated with digital artists to showcase each selected name through visually stunning illustrations, with a unique design for every name, enhancing the experience of choosing a name and celebrating the beauty of femininity.

The unveiling of the 100 new names has taken place on Chinese social media platforms Little Red Book, Weibo and Douyin, where women from all walks of life could choose new names for themselves that best represent their spirit and character.

Talking about the campaign, Severine Vauleon, global brand vice president of LUX, said, “Our ambition with the “in Her Name” campaign is to create a movement challenging the status quo that still confines some women to narrow stereotypes today. By collaborating with Dr. Liu Yanchun and harnessing the power of language, we aim to raise awareness about gender bias for Chinese names and inspire women to react to the initiative of adopting powerful names for themselves. By doing this, they will help to foster a more inclusive society where women are celebrated for their strength and resilience.”

Meanwhile, Marco Versolato, chief creative officer – Unilever at VML Singapore, who spearheaded the campaign, commented, “The ‘In Her Name’ campaign represents a shift in how we perceive and celebrate femininity. By reimagining the power of language and visual representation, we have the opportunity to challenge stereotypes and create a more inclusive future for women worldwide.”

Singapore – PUB, Singapore’s national water agency and VML Singapore has recently launched their latest campaign, encouraging Singaporeans to conserve more water.

Based on the idea that every act can make a difference, the refreshed campaign tagline, “Save water. Big ways, small ways. All OK!”,  aims to spur people across the nation to play their part in building a sustainable water future for Singapore.

Launched in conjunction with PUB’s annual Singapore World Water Day Celebrations in March, this year’s campaign recognises how Singaporeans incorporate good water habits into their daily lives.

From simple actions like turning off the tap whilst brushing your teeth, to recycling and reusing rice water, or making a more conscious effort to purchase water-efficient products, the campaign highlights that each action, no matter how big or small, matters.

Talking about the campaign, Nimesh Desai, CEO, VML Singapore, said, “Water conservation shouldn’t be a chore, but something we are proud to do. The campaign aims to celebrate all of the efforts people are already making, encouraging them to keep up the good work in big and small ways, whilst giving them useful pointers on what they can do to start.”

Kuala Lumpur, Malaysia – Automotive company SAIC Motor Malaysia Sdn Bhd has officially debuted the MG vehicle brand, showcasing its latest electric offerings, the MG4 EV and MG ZS EV.

To amplify MG’s market debut, SAIC Motor Malaysia orchestrated a launch blitz with Kingdom Digital across multiple platforms, showcasing the vehicles’ tech prowess and design language, aiming to give excitement in a style that’s youthful, daring, and addictive.

This launch is part of SAIC Motor’s goal of crafting trust with Malaysian drivers by weaving stories of heritage, uncompromising quality, and a bold, youthful spirit. Furthermore, the brand will be introducing more MG models, interactive joyrides, and a showcase at the KL International Motorshow later in 2024.

Talking about the campaign, Phang Rick Kee, head of marketing at SAIC Motor Malaysia Sdn Bhd, said, “Being part of MG’s rebirth is an absolute honor. Together with our partners, we’re injecting Malaysia’s roads with adrenaline-packed driving adventures.”

Meanwhile, Ryan Ong, chief executive officer of Kingdom Digital, commented, “We’re excited to be a part of SAIC Motor’s entrance into Malaysia. Armed with our marketing wizardry, we’re set to catapult MG to the forefront of the automotive arena.”

Bangkok, Thailand – As a special tribute to the beloved Songkran Festival, KFC Thailand has released its newest ‘Songkran Bucket 2024’ that holds a yummy celebration of the country’s rich cultural heritage. 

In true KFC spirit, the Songkran Bucket not only serves up a meal, it also artfully depicts Thailand’s warmth and culture in its limited-edition packaging. Each bucket is a nostalgic journey through Thailand’s landscapes of smiles, evoking the feeling of reuniting with family and friends for a special meal during the auspicious season of Songkran.

The unique package is bursting with the essence of Songkran, a design that can be kept as a keepsake. Packaged with love, the Songkran Bucket will make KFC fans in Thailand experience the nostalgic feeling of home, sharing their memories of this occasion with loved ones during this prosperous Songkran.

And not only is it beautiful outside, the Songkran Bucket also holds a culinary treasure inside. Buying the bucket means fans will have their hands on the finger-lickin’ feast of KFC favourites, including Fried Chicken, Wingz Zabb, Chicken Pop, and French Fries. 

Suhayl Limbada, CMO of KFC Thailand, said, “There’s nothing quite like the comfort of home, especially when it comes to enjoying a delicious meal surrounded by loved ones. At KFC, we understand the significance of homecoming, and this year, we’re delighted to commemorate our 40th anniversary in parallel in Thailand with a bucket that encapsulates the warmth and flavours of home.” 

“It’s a homecoming of its own and a party in a bucket too, guaranteed to keep you full and happy throughout the Songkran festivities,” Limbada added.

Kuala Lumpur, Malaysia – MBCS, the media-fueled creative content practice within the IPG Mediabrands network, has officially released the latest Prego campaign film that shows mothers turning into chefs in time for the upcoming Raya festive season.

Titled ‘Mak-ster Chef’, the film is part of Prego’s ‘Rasa Raya Epik’ or epic taste of Raya campaign and gives a nod to the famous Masterchef series. It shows the great pressure that comes with cooking a wonderful dish that will impress your family and relatives during the Raya festive season. 

MBCS aims to show that with the help of Prego, preparing and cooking the perfect Raya pasta becomes so much easier. In the film, the mom uses Prego products to quickly whip up a delicious meal for her family, which will also delight her mother-in-law and the rest of her relatives. 

The campaign also extends through social channels and has featured KOL Ayda Jebat, a well-known Malaysian singer and actress, as she shows how she’s inspired to impress her family with the help of Prego and calls out to her followers to share their most epic pasta dishes.

Rudy LaFaber, creative director of MBCS, said, “The idea for this film stemmed from the pressures felt by mothers during the festive season, especially with their mother-in-law. Raya is really the Olympics of hosting, where moms feel the need to be perfect and impress their family as the hostess with the ‘mostess’”. 

He added, “In most Malay households, pasta has become a common feature within the traditional Raya spread, and we wanted to show the lighter side of these pressures through a fun and lighthearted spot that also demonstrates how easy cooking with Prego can be. We hope these epic scenes reminiscent of Masterchef inspire all moms to bring out their inner ‘Mak-ster Chef’ this festive season.”

Seoul, Korea – Global brewing company Heineken has launched their latest ‘LaundroMatch’ campaign, turning 24-hour laundromats into all-night sports bars so that Korea’s most avid football fans now have a place to watch the UEFA Champions League.

To achieve this, Heineken teamed up with LePub APAC and established a partnership with WashEnjoy, one of South Korea’s laundromat franchises, setting up a place for the real hardcore fans to get together and enjoy the games. 

The idea was inspired by the realisation that Asia is home to some of the world’s most hardcore football fans who choose to wake up very early in the morning to watch games live. Specifically, it’s also difficult to watch UEFA Champions League matches together with friends in Korea because most bars are closed at this time. Home might not be the best place to cheer on teams with friends at 4am, either.

The campaign, called ‘LaundroMatch’, launched on 10-11 April with two consecutive events, when fans flocked to WashEnjoy in Seoul to watch teams compete. Additionally, four all-expense paid trips to the final UEFA Champions League 2024 match in June were also up for grabs, promising fans with a dream-come-true experience.

Until June, South Korean fans will be able to scan QR codes found at WashEnjoy laundromats nationwide to access complimentary 30-day SPOTV subscriptions, so they can enjoy the UEFA Champions League quarter and semifinals at a nearby Heineken LaundroMatch.

Talking about the campaign, Giwoun Park, marketing director at Heineken Korea, said, “Heineken believes that being a ‘real hardcore’ football fan isn’t about how you look, it’s about how you behave – anyone who wakes up at ridiculous hours to watch their team, names their pets after their icons, or wears their lucky pair of socks during matches qualifies as hardcore. We wanted to celebrate Asia’s fans who truly live and breathe the sport in a positive, sometimes quirky way. And what could be quirkier than staying up all night to watch the UEFA Champions League at a laundromat?”

Meanwhile, Cyril Louis, executive creative director at LePub APAC, added, “You may think the world’s most passionate football fans are based in Europe or Brazil, but they can actually be found in all corners of the world – cities like Seoul, where fans are crazy enough to stay up all night to cheer on their team. We had the crazy idea of using laundromats to recognize the efforts of these fans and celebrate them with Heineken. When bars are closed, now there is a place for Korea’s real hardcore fans: 24/7 laundromats, transformed by Heineken into go-to venues for enjoying match day with friends.”