Tag: Campaign

Kuala Lumpur, Malaysia – In conjunction with World Happiness Day last March 20, Munchy’s Cream-O has developed a campaign with Universal McCann (UM), the global media agency network of IPG Mediabrands, celebrating the occasion with joy. 

The Munchy’s Cream-O Happiness Box campaign, as part of the Munchy’s Cream-O Choco Happiness ONz Movement, aims to connect with individuals at Ramadan bazaars around the Klang Valley to plant seeds of happiness to all Malaysians.

Over the campaign period, Munchy’s Cream-O will be stationed at selected Ramadan bazaars, including the now iconic Stadium Shah Alam Bazaar that is a popular spot for Ramadan fare. 

Upon registration at the Munchy’s Cream-O booth, individuals have a unique opportunity to nominate a loved one to receive a special Happiness Box of Munchy’s Cream-O goodies, delivered through a special collaboration with foodpanda.

Talking about the campaign, Rina Low, managing director of UM Malaysia, said, “Ramadan is a time of shared bonds between family and friends. It is also a time to acknowledge the special connections in your life, to spread kindness, love and happiness. In coming up with the Happiness Box, we thought, what better symbol of happiness than chocolate, that instantly lifts the spirit.” 

“The campaign also elevates the happiness quotient by connecting with the selfless act of giving to another, rather than receiving, and we are incredibly happy to collaborate with foodpanda as a delivery partner,” she added.

Meanwhile, Karen Ong, senior marketing director at URMunchy’s, commented, “Munchy’s Cream-O is on a mission to plant the seed of happiness everywhere we go, so happiness can grow bigger and better. UM has found a creative way of translating this idea with purpose, and we are extremely excited for Munchy’s Cream-O to connect with Malaysians in this personalised way. 500 Munchy’s Cream-O Happiness Boxes will be delivered over a five-day period from today onwards and we hope this delivery of joy energises the mood of everyone this Ramadan.”

Kuala Lumpur, Malaysia – OMD Malaysia and CelcomDigi have rolled out its first mover in-app campaign with Grab that features CelcomDigi’s logo throughout the user’s journey – from the booking stage to vehicle arrival and drop-off.

Through this strategic integration with Grab, CelcomDigi leveraged the window of opportunity to capture consumers’ attention while they are focused on their phones and anticipating their ride.

In-app display of the integration

This campaign ensures continuous visibility of the CelcomDigi brand throughout the customer journey, fostering curiosity, and maintaining top-of-mind awareness among users, even for intercity cab rides.

Additionally, a CelcomDigi ad shows up at the bottom of the screen and on the homepage of Grab, urging users to upgrade to a worry-free experience with their network.

Grab’s market dominance as Malaysia’s widest ride network aligns well with CelcomDigi’s commitment to connect more Malaysians to its network, making Grab the perfect platform for CelcomDigi to consistently build its presence and brand awareness recall. 

Commenting on the innovative campaign, May Ling Chan, head of brand and marketing services, at CelcomDigi, said, “The recent Grab’s map takeover by CelcomDigi is a great example on how we want to strengthen our brand and reinforce our targeted audience’s connection with us in an innovative way. We look forward to collaborating with OMD to come up with more out-of-the-box ideas that can push boundaries as we continue to widen our reach and presence in Malaysia.”

Meanwhile, Mayank Bhatnagar, managing director, OMD Malaysia, commented, “We are proud to launch this market-first initiative with CelcomDigi to effectively communicate their combined strength in being the widest and fastest network in Malaysia. The client has been innovative and bold in its marketing and branding approach, which is inspiring.

Notably, CelcomDigi is the first telco in Southeast Asia to activate this campaign, which ran from January 31 until March 13, 2024.

Singapore – Sports company Decathlon has recently unveiled its latest ‘Ready to Play?’ campaign, inviting customers and colleagues to embrace life and sports with a refreshed brand identity and an all new ‘Orbit’ logo. 

Made with creative agency Wolff Olins and AMV BBDO, Decathlon presents an overhauled strategy, visual identity, and overall brand experience, redesigned to more clearly align its 85 ‘in-house’ brands with the overarching Decathlon brand. 

For the campaign, the creative team also developed a fresh approach to art direction involving a greater emphasis on inclusion and enjoyment, serving as an invitation to the public to get involved, steered by the campaign line “Ready to play?”

Going into the details of the rebrand, Decathlon unveiled its refreshed brand purpose, which is to “Move people through the wonders of sport”, giving people an accessible entry to live active lives, and allowing them to experience the joys of the sports that they immerse themselves in. 

Decathlon’s new Orbit logo also expresses their brand identity, serving as a symbol of openness for everyone to embrace it for what it means to them, whether it is accessibility, high-performance, innovation, or a positive impact on the environment.

Decathlon aims to bring its new positioning and identity to life by connecting product to a larger emotion or activity leading with expressive and relatable imagery and captivating content, introducing new merchandising and storytelling, bringing moments of delight through motion, content, and much more. 

Talking about the campaign and brand refresh, Barbara Martin Coppola, global CEO of Decathlon, said, “At Decathlon, we believe that sport has a vital role to play in helping societies to be healthier and happier. Sport helps us to reconnect with our humanity, with the planet, and with our physical selves. So, we took a moment to ask ourselves who we really want to be, and why we exist as an organisation.”

“From this, we wrote our North Star. This is our long-term ambition, and our guiding light to have all the positive impact we can have in the world. Guided by the North Star, a new purpose was born, to Move People Through the Wonders of Sport.”

“We are all incredibly excited and proud to share with you the new chapter of Decathlon. One that will help many people around the world experience the wonders of sport,” she ended.

Hong Kong – HSBC has partnered with MSL to launch its newest brand campaign, “Make Your Next Move. Make Your Mark.” Under the campaign, HSBC will orchestrate the latest advertising endeavour, which will act as a rallying call for Hong Kong residents. 

Involving locals in every facet of the campaign, it serves as a visual representation of the city’s continued progress and the achievements of people from various backgrounds making their mark on the globe.

Several parts of the movie’s scenes were even filmed by Hong Kong residents, while others drew inspiration from actual HSBC clients. The Hong Kong film director Jack Ng selected and further directed these moments. The film deftly combines HSBC’s history and worldwide reach with the diversity, tenacity, and resolve of Hong Kong.

More than 70 distinct sounds from Hong Kong are featured on the original soundtrack, which also includes narration from the locals. Every frame pulsates with the authenticity and dynamism of Hong Kong’s diverse society, from the “ding ding” of trams to the colourful MTR announcements and the rhythmic beats of lion dancers. 

As part of the campaign, HSBC ventures into the world of film for more than two months, starting in March, on an atypical and creative marketing journey. A gala premiere held at K11 Art House to commemorate the launch was held in addition to several online and offline marketing initiatives. The campaign displays its tagline through newspaper wraps, editorial alliances, TV commercials, and tunnel billboards. 

Enhancing its involvement, HSBC reached out to Key Opinion Leaders (KOLs) across a range of industries on social media, including travel, sports, entertainment, art, culture, film, and more. With each post featuring a cinematic clapperboard image and a personal reflection on the user’s goals and aspirations, they invited the public to submit their #NextMove on Instagram.

Speaking about the campaign, Luanne Lim, chief executive officer, Hong Kong, HSBC, commented, “HSBC and the local film industry in Hong Kong have grown alongside its people. Our latest advertising campaign involves a collaboration with a talented director to capture the essence and vibrancy of Hong Kong, while also emphasising our bank’s vision and global reach. As a steadfast supporter of the Hong Kong economy, HSBC is proud to sponsor the upcoming Hong Kong Film Awards, which celebrate Hong Kong’s creative industries and highlights its allure as a global city.”

Meanwhile, Alexis Chiu, group managing director of Saatchi & Saatchi and MSL expressed, ” We are thrilled to collaborate with HSBC and Jack to bring this extraordinary campaign film to fruition. A true local product, directed and shot in the heart of Hong Kong, capturing the unique sounds and visuals of our city. This film truly reflects the energy, diversity, and cultural richness that define Hong Kong. It has been an incredible journey to celebrate the spirit of this dynamic city and create a cinematic experience that resonates with audiences worldwide.” 

Seoul, Korea – Tinder has unveiled its latest local brand campaign in Korea, which celebrates and caters to the authentic self-expression and choices of Gen Z’s.

Building on Tinder’s “There’s no wrong choice, Tinder.” brand message in Korea, the campaign focuses on Gen Z’s quest for honesty and authenticity through real-life stories of one of Korea’s rising stars, in addition to real stories of actual Tinder users.

In the campaign video, Korean actress Jeon Jong-seo unapologetically showcases her distinct personality with a promise to share all aspects of herself as an actress and as an individual. 

https://youtu.be/JO0Q0d2-CEk?si=9JA0O9cxK2FkgHoS

Whether it’s love, friendship, or an undefined relationship, the subsequent three campaign videos showcase real-life stories of Korean users who have found new connections on Tinder, illustrating the possibilities of anyone finding a significant other or friend on Tinder.

The campaign takes inspiration from the new generation of Gen Z daters who are known for expressing themselves more and being authentically honest in showing who they truly are to others, according to Tinder’s 2023 “Year In Swipe” report.

The campaign in Korea will run through April 30, and four campaign videos, including one by Jeon will be available on Tinder’s official channels for Korea, including the Tinder app, YouTube, and Instagram.

Talking about the campaign, Daniel Kim, VP of Marketing, Asia at Tinder, said, “Tinder’s latest brand campaign in Korea celebrates this generation’s self-expression and authenticity. At Tinder, we are passionate about creating a space where every individual can showcase their true selves fearlessly, knowing that they’re embraced and celebrated just as they are. With this new local campaign, we’re proud to champion authenticity as the cornerstone of meaningful relationships.”

With this campaign in mind, Tinder continues to connect  strongly with Gen Z singles across the APAC region. “There’s no wrong choice, Tinder,” in Korea follows Tinder’s first local “It Starts With A Swipe” campaign in Southeast Asia that debuted in Vietnam, illustrating how this generation of young adult singles are looking for endless possibilities. The “Love Is With Others” brand campaign in Japan similarly celebrates young adults seeking new possibilities and encourages them to look for joy, laughter, and sadness with someone else to make every day special.

Hong Kong – International health and beauty retailer AS Watson has announced that it is the first to sign the Women’s Empowerment Principles. These principles are part of a global campaign spearheaded by UN Women (United Nations Entity for Gender Equality and Women’s Empowerment), which aims to promote gender equity and female empowerment.

With this action, AS Watson reaffirms its dedication to fostering an inclusive workplace, marketplace, and community that offers opportunities for women in support of this cause. 

Through its collaboration with Operation Smile in the Women in Medicine initiative, AS Watson displays its dedication to women’s empowerment. Through educational opportunities and specialised training, this project enables women working in the medical and healthcare sectors, paving the way for them to become world leaders in the fields of surgery, medicine, and healthcare. 

In keeping with International Women’s Day’s “Inspire Inclusion” theme, AS Watson and its 12 retail brands, which operate in 28 markets, will launch a series of customer- and employee-focused initiatives aimed at empowering women. 

To further support women in embracing their true selves, Watsons will launch the “Our Time is Now” campaign on International Women’s Day. Watsons will actively participate in a number of community-based events this month. 

Watsons is extending their support for self-financed women’s empowerment services to young mothers, married women, and older women by sponsoring the YWCA’s “ChariTea” program in Hong Kong. 

Watsons Thailand will, in the meanwhile, be in charge of the “Green Ribbon” campaign, which will encourage women to reach their full potential and donate all earnings to the Association for the Promotion of the Status of Women, which supports women and children who are suffering from mental and physical health problems. 

Superdrug intends to promote female-founded health and beauty products in its European stores and organise a number of initiatives, including podcasts and a picture contest, to empower its female staff members. In order to promote confidence and beauty in women’s life, Drogas will host the Ladies’ School event and provide skincare and makeup guidance. Aiming to motivate its female employees to realise their full potential, The Perfume Shop has assembled a collection of motivational movies. 

Speaking about the campaign, Malina Ngai, CEO of AS Watson Asia and Europe, said, “At AS Watson, we are dedicated to empowering women to be more beautiful and confident. With over 80% of our 160 million members and over 70% of our 130,000 colleagues being women, our top priority is to inspire and support every woman to become the best version of themselves.” 

She added, “We are also proud to create an inclusive work culture where women are valued and offered equal opportunities for career growth. AS Watson aspires to leverage our scale for good and inspire every woman to radiate beauty from the inside out. We believe in The New Beautiful – a new kind of beauty that exists within everyone.” 

Furthermore, Ngai emphasised, “We believe that empowering women is not only our responsibility, but also our passion for creating a world with equality and inclusion, where every one’s uniqueness is recognised and valued. We cannot achieve it alone, so we will continue to advocate women empowerment and encourage more customers, colleagues and business partners to join us in contributing to a better world.”

Kuala Lumpur, Malaysia – Wonda Coffee, a coffee brand under beverage manufacturer Etika, has collaborated with Malaysian film and entertainment studio Astro Shaw to bring back Malaysia’s beloved superhero, Keluang Man, to life.

Iconic to many Malaysians, Keluang Man comes from an animated television series aired in Malaysia from 1998 to 2005, and is cherished in Malaysian culture as someone who portrays bravery, resilience, and the power of the human spirit.

Through this collaboration, WONDA Coffee and Astro Shaw will further support local talent and entertainment in Malaysia, and will be aiming not only to entertain, but also to instil values to the younger generation.

Following this partnership, Wonda Coffee will also be bringing Malaysians an exclusive experience at KidZania, where Wonda and Astro Shaw connected visitors and members of the media to take part in the wall climbing activity with Keluang Man lead actor, Nas Muammar Zar himself.

Nas Muammar Zar as Keluang Man
Wonda’s wall climbing activity

Talking about this initiative, Amy Gan, vice president of marketing at Etika, said, “Through our collaboration with Astro Shaw for Keluang Man, we wish to reiterate our support for the local entertainment industry, backing the gifted Director, writers, talented cast, production and post-production efforts that go into bringing this legend to the silver screen.”

Meanwhile, Raja Jastina Raja Arshad, vice president, head of Astro Shaw & Malay Nusantara Business, commented, “This collaboration marks a strong beginning for Astro Shaw in setting new standards for innovative marketing strategies in the film industry. We believe that Keluang Man and Wonda Coffee share a common focus on local elements and are both near and dear to all Malaysians.”

Malaysia – Tourism Malaysia London has enlisted UK-based ATW Travel Marketing as its official PR agency to handle the promotion of their Visit Malaysia 2026 campaign. 

This collaboration marks Tourism Malaysia London’s first dedicated partnership with a PR agency since the pandemic, reflecting a hopeful resurgence in the nation’s tourism sector. 

The PR agency’s remit includes crafting and executing a comprehensive PR strategy to raise awareness and bring attention to Visit Malaysia Year 2026. ATW Travel Marketing will work to generate favourable media coverage and encourage tourists to explore the vibrant beauty of Malaysia. 

The Visit Malaysia Year 2026 campaign is Malaysia’s national endeavour to revitalise the country’s tourism, which was heavily affected by the pandemic. It will showcase Malaysia’s rich cultural tapestry, breathtaking natural wonders, and unparalleled experiences to travellers around the world.

The Malaysian government has already set targets to enhance the country’s tourism, both domestically and internationally. There will also be assistance provided to more than 200 cultural enthusiasts to help arrange artistic and cultural activities.

Noran Ujang, director of Tourism Malaysia London, said, “We are excited to collaborate with ATW Travel Marketing to boost our efforts further as we prepare for Visit Malaysia Year 2026. Their extensive experience and proven track record in the travel and tourism industry make them the ideal partner to help us showcase Malaysia’s diverse offerings. We welcome travellers to explore Malaysia’s rainforests, mountains, and pristine beaches. We aim to showcase Malaysia’s cultural diversity and natural beauty to captivate travellers and foster a deeper appreciation for our rich heritage.”

Hannah Filer, managing director of ATW Travel Marketing, also shared, “We are honoured to be selected as Tourism Malaysia’s official PR agency. Drawing on our extensive travel experience and deep understanding of Malaysia, we’ll craft captivating campaigns that ignite wanderlust and showcase the magic of this extraordinary destination. We’ll delve into diverse experiences like its captivating cuisine, sustainable travel options, and unique niche packages, from archaeological adventures to diving experiences, highlighting why Malaysia is a must-visit destination.”

Jakarta, Indonesia – Online fashion and lifestyle retail company ZALORA launched its ‘ZALORAYA 2024’ campaign, aiming to showcase its festive modest wear collections for the Hari Raya season.

As modest wear continues to grow in popularity across the region, this year’s ZALORAYA features a diverse range of pieces from 19 renowned brands, including ZALORA’s private labels, and established and emerging local designers from Malaysia and Indonesia.

Indonesian labels, Ria Atelier and Embara, and Malaysian label, FM by Fuzana Mokhtaza, will also be part of this year’s ZALORAYA collections for the first time. Additionally, there will also be exclusive pieces from popular Malaysian designers Neelofa, founder of Naelofar, and Tom Abang Saufi.

ZALORAYA’s regional-wide campaign also includes both online and physical activities. In Malaysia, this includes a fashion showcase in Sentul Pavilion in Kuala Lumpur, exclusive benefits for VIPs, such as early access to the collections and the chance to attend the exclusive fashion showcase, and exciting giveaways throughout Ramadan, to celebrate the launch of this year’s collection.

In Indonesia, there will be a ZALORAYA 2024 pop-up store and fashion show at Kota Kasablanka in Jakarta, which will also showcase pieces from local designers and brands as part of ZALORA’s commitment to support the Indonesian government’s ‘Bangga Buatan Indonesia’ (Proudly Made in Indonesia) campaign.

Talking about the campaign, Mia Lim, category manager for Modest Wear at ZALORA, said, “Being Asia’s fashion expert, ZALORA recognised the immense opportunity early on in catering to the diverse needs and tastes of our Muslim consumers. Since launching our modest wear category in 2014, we have been seeing positive growth.”

“From our early foray into modest wear to our ongoing collaborations with local designers, we remain committed to growing this vibrant market segment and leading the way in shaping the industry in this region”, she added.

Singapore – The Ascott Limited, the lodging business unit under CapitaLand Investment, announced the launch of ‘Ascott Unlimited’, a year-long medley of initiatives to mark its ambitions to break new ground as it celebrates 40 years in hospitality service.

This launch signifies a new era for Ascott, as the hospitality company navigates a future of unlimited possibilities against a backdrop of global change and evolving perspectives of travel.

Aiming to transcend traditional limits, Ascott embarks on a transformative journey to go ‘unlimited’ for its guests, owners, partners, and associates. 

Going on this route, Ascott promises unlimited opportunities by delivering enhanced value to owners and investors, while providing career growth opportunities for associates, as well as allowing for unlimited choices, with a myriad of stay experiences for guests, whatever the purpose of travel and wherever the destinations may be. 

Additionally, Ascott also offers owners with a flex-hybrid hotel-in-residence model that allows for a flexible and free stay, whilst committing to a culture of care and hospitality, backed by a spirit of innovation to do good in the future of travel.

Commemorating this milestone, a campaign microsite features the latest updates on events, offers and happenings that guests may enjoy or participate in. An interactive game also allows guests to put their knowledge on Ascott to the test, with a chance to win stay vouchers and reward points to unleash their wanderlust.

Talking about the campaign, Kevin Goh, chief executive officer for Ascott and CLI Lodging, said, “2024 will be our launchpad – one that will propel Ascott into an era of greater ambition, as we go unlimited. Unlimited with enhanced value for our owners, unlimited with myriad experiences for our guests, and unlimited with growth opportunities for our associates.”

Meanwhile, Tan Bee Leng, chief commercial officer at Ascott, commented, As we go Unlimited, we are excited to be launching initiatives that have been curated to deliver one-of-a-kind stay experiences for our guests. This will be exemplified in everything we do – from free night stays and complimentary membership tier upgrades to signature experiences and programmes unique to each brand. All to ensure our guests unlock a gateway to unlimited possibilities, wherever they are in the world.”