Tag: Campaign

Kuala Lumpur, Malaysia – Multinational personal care corporation Kimberly Clark has partnered with Ogilvy Malaysia to launch its newest ‘Scott Calorie Absorber Pro’ campaign, taking a new approach to health and wellness with Scott Kitchen Towel. 

The latest campaign transforms consumer perceptions by making a humble kitchen staple, the kitchen towel, into a vital health supplement. Labelled and repackaged as ‘The Calorie Absorber Pro’, the kitchen towel is now a product that has no preservatives or artificial flavour and can even absorb up to 127 calories per sheet. 

The idea behind Ogilvy Malaysia’s campaign is rooted in the latest data showing that Malaysia grapples with the concerning reality that it is ranked as the most obese country in Southeast Asia as per the World Obesity Atlas 2023. With this, the advertising agency is set to redefine wellness, which is not just anchored on a flood of dietary supplements promising miraculous results. 

Partnering with Muscle Mania for a strategic retail activation, Ogilvy Malaysia leveraged the influence of fitness personalities to highlight and demonstrate the innovative features of ‘The Calorie Absorber Pro’. The campaign showcases real-life testimonials, illustrating how individuals seamlessly integrate ‘The Calorie Absorber Pro’ into their fitness regimen. 

By presenting Kimberly Clark’s Scott Calorie Absorb Pro Kitchen Towel as an essential ‘supplement’ in the journey towards health and wellness, Ogilvy Malaysia seeks to defy industry marketing conventions and foster a stronger emotional bond with consumers. 

Martin Soong, marketing manager at Kimberly Clark, said, “We are thrilled to partner with Ogilvy Malaysia on this truly innovative campaign. The Calorie Absorber Pro campaign not only underscores the innovative capabilities of our product but also aligns with our commitment to promoting healthier lifestyles in Malaysia and beyond.”.

Jaz Lee, executive creative director at Ogilvy Malaysia, also shared, “At Ogilvy, we thrive on transforming the ordinary into the extraordinary. The Calorie Absorber Pro campaign exemplifies our dedication to innovation and purpose-driven marketing. By reimagining Kimberly Clark’s Scott Calorie Absorb Kitchen Towel as a health supplement, we’ve demonstrated the power of perspective in reshaping consumer perceptions”. 

Singapore – Multinational hospitality company Accor has partnered with content studio Beautiful Destinations to launch its newest campaign that uses video content to inspire wanderlust and reinforce brand love. 

Accor’s strategic partnership with Beautiful Destinations came as the hospitality company recognised the limitations of conventional static imagery in capturing the essence of its lifestyle loyalty program, Accor Live Limitless (ALL). The collaboration aims to transform the way the hospitality industry connects with its consumers. 

Titled ‘For ALL The Travellers In You’, Accor’s latest campaign leverages innovative storytelling and dynamic content creation to showcase its brands and immersive destinations. 

While Asia, the Pacific, the Middle East, and Africa serve as the launchpad for the global activation of the project, Accor’s campaign is set to expand across the globe, creating content that resonates with audiences worldwide. 

The project, “From Dawn to Dusk,” explores cultural experiences across 21 Asian, Pacific, and Middle Eastern destinations, featuring 67 hotels with 20 more destinations coming soon. It aims to inspire travel and strengthen Accor’s digital brand presence by creating meaningful connections with audiences.

The pioneering campaign harnesses the power of video content, recognising that video is 80 percent much more memorable than text or images.This multimedia approach taps into emotions with storytelling that static content cannot match, resonating with the 85 percent of Asia-Pacific users who watch at least one video when planning their leisure trips. 

In addition to the “From Dawn to Dusk” content, the partnership has resulted in more than 2,000 high-quality photos, over 400 15-second cutdowns, and more than 400 vertical videos (5–15 seconds) so far. The campaign’s versatile content can be used to enhance event experiences, during member recruitment efforts, and as compelling brand pitch tools for partners and sales.  

Accor and Beautiful Destinations’ collaboration isn’t just about making content; it’s about spreading it effectively to boost bookings, brand awareness, and engagement. By combining Beautiful Destinations’ travel content know-how with Accor’s extensive portfolio of brands and hotels, every piece of content has a clear goal: to connect with audiences and deliver real business results. The initial phase of the partnership improved Accor’s marketing by presenting its hotels as exciting destinations, changing how consumers see them.

More than 1,000 committed Accor employees backed the initiative, with 300 stepping up as models to demonstrate their skills and exceptional service. This collective endeavour demonstrates Accor’s unified spirit and shared values, fostering cohesion among employees while empowering the group to communicate its brand narrative effectively. 

With Accor’s “For ALL The Travellers In You” campaign set to deliver tangible business outcomes, including heightened revenue and occupancy rates, the brand’s dedication to sustainability and exceptional guest experiences will be prominently highlighted. The campaign underscores the group’s commitment to innovation, excellence, and guest satisfaction, reaffirming its position in the hospitality industry.  

Kerry Healy, chief commercial officer for Middle East, Africa, Turkey & Asia Pacific, Premium, Midscale & Economy, at Accor, said, “We are incredibly excited about this groundbreaking initiative, which represents a pivotal moment for Accor in revolutionising hospitality marketing. Partnering with Beautiful Destinations brings an unparalleled level of reach, innovation, and stunning visual aesthetic to our campaign. With their extensive social media following and reputation for creating captivating content, we have a unique opportunity to showcase Accor’s leading brands and destinations to a global audience. This collaboration enables us to not only drive increased revenue and occupancy rates, but also to establish lasting connections with travellers around the world.”  

Jeremy Jauncey, founder and chief executive officer of Beautiful Destinations, shared, “We could not be prouder to have partnered with Accor in such a deep and meaningful way to support their marketing efforts and create content across Asia, Asia-Pacific, and the Middle East. It is widely understood that many guests now begin their travel planning on social media and with video content, so to provide what guests need at each stage of the consideration funnel, Accor is leading the way in hospitality marketing by launching such a comprehensive content strategy.” 

Bangkok, Thailand – Boonthavorn, a Thai home improvement retailer, collaborated with VML Thailand to show consumers how easy it is to turn their most inventive home design ideas into reality with the release of a riveting new film. 

With the title “Ideas Come to Life,” the brand’s latest video demonstrates its dedication to bringing any idea to life, no matter how unusual. Customers are challenged to push the boundaries of their inventiveness in their living spaces and to aim for lofty goals.

Boonthavorn, Thailand’s home renovation, aims to transform the home improvement market by enabling clients to reimagine their living areas and transforming their imaginations into vivid, real-world experiences in their day-to-day lives. 

Speaking about the campaign, Park Wannasiri, chief creative officer at VML Thailand, said, “The new campaign challenges consumers across Thailand to think outside the box and explore limitless possibilities for their homes. Whether it’s a whimsical concept or a daring architectural feat, Boonthavorn pledges to turn any idea into a breath-taking reality.” 

Meanwhile, Chanat Choochart, deputy managing director for digital business & branding, Boonthavorn, stated, “We have been working with VML Thailand for some time now, and continue to launch successful campaigns together, including our 2022 ‘Live Your Way’ campaign. With even greater and better consumer insights, the new ‘Ideas Come Alive’ campaign underlines our paradigm shift from a specialty store to an ‘ideas store’, boasting a high-calibre team of room stylists, professional designers and well-versed salespeople, and highlighting our creative use of AI technology to increase efficiency and take customer experience at Boonthavorn stores to the next level – all because we love to see your ideas come alive.”

Singapore – Tire company Bridgestone Asia Pacific, India, China (BSAPIC), a group company of Bridgestone Corporation, has launched “Master the Art of Ultra Performance 1”, a regional marketing campaign that aims to creatively engage audiences by showcasing ultra driving performance as beautiful art forms.

In this campaign, BSAPIC collaborated with creative agency distillery’s Singapore office to seamlessly merges the worlds of driving and art, aimed at highlighting the brand’s premium ultra performance tyres.

To achieve this, the team harnessed spatial and speed data captured by AI-enhanced sensors installed on a high-performance sports car during intense driving scenarios to create four captivating art pieces in static and motion forms. These art pieces vividly depict the tire’s performance for speed, grip, control, and precision.

The result is Bridgestone’s first-ever collection of unique AI artworks, each meticulously designed to resonate with the brand’s values and capture the essence of driving enthusiasts.

Talking about the campaign, Lennard Kwek, director of brand marketing & communications at BSAPIC, said, “Drivers understand the sensory & performance meaning of speed, control, precision and grip. These are the critical tyre benefits for high performance vehicles. But we are curious. What do they like? What interesting outcomes can we generate from transforming something that we feel to something we can see?”

Guilet Libby, distillery creative director, APAC, also stated, “At distillery, we are committed to pushing the boundaries of creativity and innovation. Our collaboration with Bridgestone exemplifies our dedication to delivering impactful campaigns that resonate with audiences and drive results.”

Meanwhile, Steve Wheen, global CEO at distillery, emphasised, “At distillery, we prioritise tangible outcomes over mere marketing noise, leveraging creativity to achieve measurable results for our clients. The Bridgestone campaign stands as a prime illustration of how we generate value for our clients.”

The ad film will be broadcast across key digital media channels in Thailand, Indonesia, Vietnam, Malaysia, and Singapore, with additional markets to follow soon after.

Bangkok, Thailand – Mercedes-Benz Thailand has partnered with creative agency TeamXThailand (BBDO Bangkok) to unveil its latest campaign that sheds light on the inspiration behind the discovery of a beloved Thai name, ‘Benz’. 

Titled ‘Icon of Inspiration’, the campaign revolves around the idea that in Thailand, you’ll definitely meet someone nicknamed ‘Benz’, a name that holds a special significance for Mercedes-Benz. It also spotlights a charming tradition of Thais assigning English names or nicknames to their family and friends. 

Thai individuals are known for their cleverness in naming traditions. Typically, newborns are bestowed with formal names at birth by temple monks but are fondly addressed by their informal nicknames in daily interactions. 

In a modern trend, English names have begun to blend into this tradition, resulting in names like Pancake (a famous Thai actress) and Nescafe (a renowned Thai singer). 

With hopes for great prosperity and success, many families across Thailand gave their children the name ‘Benz’ in homage to the iconic Mercedes-Benz brand, which is a poignant symbol of aspiration and achievement. 

This campaign by Mercedes-Benz and TeamXThailand delves into the stories behind this latest insight and discovery. Teaming up with commercial film director Benz Thanachart from Salmon House, the campaign uncovers the stories behind individuals named “Benz.” From Carl Benz’s pioneering spirit to the dream of owning a Mercedes-Benz, each story is a testament to the enduring legacy of the iconic brand.

“In Thailand, believe it or not, everybody must have at least one Thai friend named ‘Benz’,” Thasorn Boonyanate (Pete), chief creative officer at TeamXThailand, shared. 

The campaign is also part of the upcoming Thai Motor Show 2024, where Mercedes-Benz Thailand is inviting attendees to delve deeper into the narrative of ‘Benz’. From exclusive interviews with ‘Benz’ name-bearers to immersive displays celebrating the brand’s heritage, attendees will uncover the essence of inspiration behind every ‘Benz.’

Tokyo, Japan – Second-hand clothing store SAFARI and McCann Japan has announced the launch of ‘SECOND LIFE’, a social commerce platform created to help pass on pre-loved treasured clothing to the next fashion generation in a meaningful way.

With this initiative, McCann and SAFARI have created a new business model – adding the stories of older people’s lives to their personal possessions and selling them to the younger generation, to create a brand-new shopping experience.

Launched in March, SAFARI’s new e-commerce site SECOND LIFE, is a place where people can purchase second-hand clothes along with their unique histories. The online store positions the clothing items as cinematic masterpieces, bringing the apparel to life by telling the special stories of each item of clothing – first dates, treasured moments with friends.

Additionally, the purchaser receives their chosen item together with the “story” and a postcard with a picture inspired by the story. The item is also accompanied by a clothing label, indicating the emotional elements that constitute the story.

A sample of the postcard highlighting the woman’s clothes when she was on a trip.

Talking about the initiative, Kazz Ishihara, ECD of McCann Worldgroup, said, “When we interviewed elderly people about their memories related to the clothing, their faces lit up with joy. So, we decided to use their words as prompts for an AI-generated image. The art direction is composed of soft, pastel colours to create a nostalgic, gentle and warm atmosphere.”

Meanwhile, Yusuke Tajima of SAFARI also commented, “In the course of running our vintage store, we have had many elderly people use our service. The experience has taught us that each piece of clothing contains a story, be it the owner’s memory or unique style. We felt that these stories themselves give the items value. And that is how we came to start the project. We hope that the vintage items will serve as a bridge that connects the elderly to younger generations.”

Hong Kong –  International airline carrier Cathay Pacific has partnered with Publicis Groupe Hong Kong to launch a new campaign promoting the upcoming Cathay/HSBC Hong Kong Sevens event. 

Titled ‘That’s What We Call A Seven’, the campaign features a film that documents the life of Eric. Eric starts to rate his everyday experiences and realises that nothing has lived up to the exhilaration he once felt at the Hong Kong Sevens and that life hasn’t been the same ever since. 

The Cathay/HSBC Hong Kong Sevens is one of Asia’s most popular annual sporting events and the world’s first truly global rugby tournament. With nail-biting matches, the event is always expected to be a costume-crazed, fun-filled spectacle, with every year being bigger than the last. 

This year, with Cathay being one of the event’s co-title sponsors and official overseas travel partner, the airline is committed to delivering a world-class rugby festival. Cathay promises an enhanced Sevens experience for fans around the globe by offering a suite of flight, ticket, and accommodation packages. 

As part of the promotions, the campaign will also extend to out-of-home advertising, social, and in-stadium activations and giveaways. 

The local activations transform the idea of the campaign film into an actual rating system. People can rate the people, places, or experiences that they feel also achieve a perfect ‘7’ by collecting and giving out Cathay’s series of collectible badges. Each badge is inspired by the most captivating aspects of Hong Kong and the Hong Kong Sevens. 

Edward Bell, general manager of brand, insights, and marketing at Cathay, said, “We loved the idea of playfully reminding people of how epic the Hong Kong Sevens are—so epic, everything else in life, big or small, pales in comparison. From Cathay’s in-flight hospitality to the spectacle of the stadium and the tournament’s world-class rugby warriors, each element comes together to create a perfect score. Now that’s what we call a seven.” 

Meanwhile, Christopher Lee, executive creative director at Publicis Groupe Hong Kong, shared, “It’s human nature to rate stuff, which gave us a funny thought: what if coming to Hong Kong to watch the Rugby Sevens could ruin all other experiences for you? If you ask us Hong Kongers, no other event can rival its greatness; it’s a perfect 7 out of 7.” 

Malaysia – Carro’s latest festive film tells a story about the connections and memories shared with loved ones during these journeys. The used car marketplace in Southeast Asia serves as a reminder that every balik kampung journey or hometown travels is meaningful beyond just getting to the destination. 

Titled ‘Identity of Siti?”The movie tells the story of a family travelling through a “balik kampung” and becoming stuck in traffic. But when Grandma recommends they go on an unplanned chase after an orange automobile, they feel better. 

Speaking about the campaign, Katherine Teo, Carro regional head of marketing, said, “The balik kampung drive might take hours, but every journey, every traffic jam and every car ride forms a family’s collective memories. The journey home matters, and that’s why we are committed to delivering quality and safe rides that will allow people to drive home worry-free.” 

Meanwhile, Simond Chew, Carro creative director, said, “After last year’s tearjerker which highlighted the importance of going home to what matters, we thought it was only right for this year’s film to show that the journey home is equally precious. We also wanted to break expectations and flip the usual heart wrenching Raya genre on its head; what better way to bring out the excitement of going home with a high tension, comedic car chase adventure.” 

Furthermore, Kuanyu Tan, Carro Singapore country head, stated, “Hari Raya is a celebration of family, forgiveness and reunion, and we’re so proud to be the choice of many drivers who have chosen a Carro Certified car. We’re committed to ensuring safe rides so everyone can travel worry-free.” 

Malaysia – Local telco provider TM and creative firm VML have jointly launched a touching campaign in 2024 to clarify the real meaning behind elderly relatives’ ostensibly foolish remarks made during Chinese New Year. 

The purpose of this campaign was to raise awareness among viewers nationwide of the brand’s Unifi Exclusive TVBAnywhere+ Premium Zone TV bundle.

Unifi TV’s Ang Pow campaign attempts to break down generational boundaries and foster family togetherness over the Christmas season, which is generally associated with younger generations answering probing inquiries and comments from their elders. 

The campaign showcases “Yunni,” Unifi’s mascot, and explores the “love” that lies beneath each difficult question posed by the elder generation. This program provides an opportunity for understanding and intimacy, together with an Ang Bao QR code from Unifi. This highlights the brand’s family TV packages for Chinese New Year as the perfect way to strengthen bonds throughout the celebrations.

Speaking about the campaign, KC Aui, executive creative director, VML Malaysia, said, “This campaign aims to bridge the generational divides which can create tension among families at this time of year. By revealing the thoughtful intention behind seemingly insensitive comments, we hope to inspire more understanding and connection, coupled with the opportunity for family bonding overUnifi’s high quality TV packages.” 

Bangkok, Thailand – Beauty brand L’Oreal Thailand has launched its newest UVD invisible serum, accompanied with a digital and OOH campaign by McCann Worldgroup Thailand agencies, McCann, MRM And CRAFT.

The OOH campaign is running from March to April in the Em District in Bangkok and across the BTS Skytrain, complementing an on-the-ground activation in the Em District, hosted by L’Oreal.

Additionally, there is also content for street pylons and additional digital videos for social media.

Talking about this campaign, Elvire D’Ussel, L’Oreal Paris skincare brand business leader for L’Oreal Thailand, said, “Together with McCann Worldgroup, we achieved the creation of the first full O+O campaign on L’Oreal Paris UV Defender Invisible Serum, setting new standards of activation with the first global and local beauty squad, the first OOH experience at the new premium shopping destination, Emsphere, and the first OOH 3D content among L’Oreal’s cosmetic brands.

We created locally relevant awareness and consideration content, bridging offline and online together. This campaign is as golden as our partnership with McCann Worldgroup, thank you for making this possible”, she added.

Meanwhile, Romain Lorilloux, regional creative director, L’Oreal, McCann Worldgroup Thailand, commented, “Through collaborations between McCann, CRAFT and MRM, L’Oreal Paris UV Defender’s digital activation campaign is an exciting yet challenging project, with great opportunity to prove our McCann Worldgroup network’s capabilities.”

“With our close partnership with the L’Oreal Paris team, we created the high quality assets and campaign within a critical timeline to generate the first-time ever experience across the consumers’ journey from O2O2O. It is our absolute pleasure to be part of this success”, he added.