Tag: Campaign

Philippines – The Securities and Exchange Commission (SEC) of the Philippines and the BDO Foundation have joined forces to help Filipinos fight against investment scams. The collaboration aims to foster financial literacy among Filipinos through public education materials.

As part of the partnership, the SEC and BDO Foundation have launched investor protection videos informing the public of red flags on potential scams. The videos are available on SEC’s social media accounts.

The public education materials are set to be distributed through programs, training sessions, and seminars.

Emilio B. Aquino, SEC Chairperson, commented, “We know that the SEC cannot do everything on its own. This is why we are thankful that we have the likes of BDO Foundation as our partners in promoting investor education among the public.”

“We also believe investor protection is an important aspect of financial education, and by embarking on this, we will be able to better serve sectors that we are already serving, particularly teachers, OFWs and their families, civil servants, and MSMEs, sectors which also comprise part of SEC’s target audience,” Mario A. Deriquito, president of BDO Foundation, said.

BDO Foundation and SEC first forged their partnership in 2023, when the former joined the latter’s Capital Markets Promotion and Awareness Inter-Agency network. The initiative was part of the SEC’s efforts to amplify financial literacy through partnerships with public and private organisations.

United Kingdom – Digital identity and financial network World lampoons outdated internet captchas in its latest global brand campaign with Iris Worldwide.

Bringing the captchas from the internet to the real world, the campaign aims to promote better humanity tests through an outdoor statement.

Iris and World installed real-life captcha image grids in urban areas, capturing objects like traffic lights, bikes, and street signs among others. It mimics the style of online captchas.

The real-life captcha was installed in Singapore, Berlin, and Buenos Aires. QR codes are featured on each installation, leading to World ID, a digital identity allowing individuals to prove they are human. The technology offers an alternative humanity test without sharing personal data.

The campaign is part of World’s effort to build its real human network through World ID. It is driven by the inability of captchas to stop bot-driven frauds as they become more advanced.

“Proving you’re human is becoming increasingly important online—but the ways we do it are increasingly irritating and, even worse, ineffective. World ID is a simple and anonymous proof of humanity built for the age of AI. To make people aware of it, we reminded them just how ridiculous the current method actually is. The best ideas are simple and surprising. With real world captchas, we’re trying to capture attention with something as playful as it is provocative,” John Patroulis, chief marketing officer of Tools For Humanity, a contributor to World, said.

Menno Kluin, global chief creative officer at Iris Worldwide, commented, “For years, we’ve tolerated captchas as a necessary evil. This campaign challenges that mindset. We’ve taken something people are used to ignoring online and dropped it into the real world to make it unmissable. It’s a disruptive creative device with a clear message: there’s a better way.”

India – Britannia 5050 has launched Season 2 of its 4th Umpire campaign, now hosted on a new digital platform, 5050Cricket.in, tapping into India’s enduring passion for cricket.

Conceptualised by creative agency Schbang, the Britannia 5050 4th Umpire campaign invites fans to play the role of an umpire by predicting the outcomes of match scenarios presented online. Participants who make accurate calls can win rewards such as match tickets and cashback.

To support the new season, a series of television commercials depict everyday situations where people act as umpires—whether in a train compartment or settling a dispute over a kite—reflecting the campaign’s central idea that everyone in India has a view on the game.

Speaking on the campaign, Umma Saini, CCO at Schbang, said, “Anything can happen during the peak T20 season, and while watching the match, we are all umpires! As are we often in life as people. We are quite engaged as a community, and that’s part of our beauty.”

“We brought a human insight, our love for cricket and the brand’s positioning, together with the digital insight of initiating second screen engagement during this cricket season – to bring alive the Britannia 5050 4th Umpire Digital Game and campaign. A kite or a catch, ab India me har koi banega umpire,” Saini added.

To access the game, fans can scan a Britannia 5050 pack and play 4th Umpire by watching match scenarios and making their predictions.

Siddharth Gupta, general manager of marketing at Britannia, said, “Cricket has always been an emotion in India, and every fan has an opinion, a prediction, a point of view. With Britannia 5050 4th Umpire, we’re giving fans the chance to be an umpire, asking them to predict the outcome of unique match situations. It’s our way of recognising the expert in every Indian and giving them a fun, interactive way to engage with the game they love. For us, it’s about creating moments of connection, joy, and playfulness that resonate long after the snack break is over.”

Philippines – The Department of Social Welfare and Development (DSWD) is set to launch information caravans for its campaign against fake news.

DSWD’s nationwide campaign amplifies its efforts to combat misinformation and disinformation on the agency’s programs and services. It aims to protect the public from people who are exploiting the poor, vulnerable, and marginalised sectors in the country for their own advantage.

The information caravans will educate the public on how and where they can access accurate information about DSWD’s programs and services. It highlights the importance of credible information and empowering the public to be resilient from fraudulent schemes and misinformation.

The campaign is incorporated into the agency’s activities, including its conduct of family development sessions for the beneficiaries of the ‘Pantawid Pamilyang Pilipino Program.’

“It is extremely critical for our fellow citizens that for them to receive the right assistance, they must have access to the correct information about the programs and services of the DSWD,” Carissa Lara Duran, director of the Public Relations Service, said during an interview at a Teleradyo program.

“We understand that not all of our clients have access to the internet. Not everyone has a smartphone or data, so what we do is, together with our field offices, we go to geographically isolated and disadvantaged areas to orient them about the programs and services of the DSWD,” Duran added.

The DSWD is the department of the Philippine government responsible for advancing the social welfare rights and social development of Filipinos.

Indonesia – IKEA, in partnership with Dentsu Indonesia, has introduced a campaign that encourages family interaction by redesigning traditional furniture assembly manuals into more collaborative and child-friendly guides.

Called the ‘Bonding Instruction’, the initiative reimagines IKEA’s traditional assembly manuals with minor but thoughtful adjustments to encourage cooperation. The updated guides include step-by-step stories, child-friendly visuals, and a modified Allen key with an easy-grip handle designed for smaller hands—turning furniture assembly into a shared activity between parents and children.

Developed by Dentsu Indonesia, the redesigned manual is part of IKEA’s broader effort to help urban families reconnect, positioning everyday tasks as opportunities for interaction and engagement. By incorporating storytelling elements and simplified tools, the activity becomes a way for families to spend meaningful time together.

The Bonding Instruction is included with every purchase of IKEA products related to children’s needs, encouraging at least 30 minutes of quality family interaction. A digital version is also available for families who already own the products and wish to participate.

Defri Dwipaputra, executive creative director at Dentsu Creative Indonesia, commented, “In Indonesia, where family ties remain the most important fabric, bonding time should be a cherished shared experience to enhance family connections.”

Dwipaputra further explained, “Bonding Instruction was, therefore, created to combine the essence of IKEA’s values of togetherness and simplicity – elevating its passion for life at home and, in turn, connecting families through quality activities, proving that even everyday moments can create lasting memories.”

IKEA’s Bonding Instruction aligns with its mission of creating homes that bring people closer together. The activity is designed to support children’s growth and turn furniture assembly into a meaningful learning experience shared with parents.

It also responds to children’s desire for more quality time with parents who are often preoccupied with the demands of urban life.

The campaign was rolled out across both offline and online platforms, including in-store displays and interactive Instagram Stories Highlights, to broaden its reach and engagement.

Irfansyah Kurnia Putra, head of country marketing at Ikea Indonesia, commented, “We are converting our product building time into treasured bonding opportunities, transforming what was once a mundane assembly process into meaningful shared family experiences. With Bonding Instruction, dentsu has understood our strong affinity with our customers, enabling a simple modification to our instruction manual that has reimagined bonding experiences for Indonesian families.”

China – In a move that challenges long-held retail display norms, Harbin Beer has launched a campaign that places its products at the back of store refrigerators—typically the least visible and least favourable shelf space.

The campaign, developed in collaboration with BBDO China, is based on research showing that consumers often reach toward the back of fridges in search of colder drinks. Capitalising on this behaviour, Harbin Beer introduced the “Back Rack Hack”, a strategy that prioritises temperature over visibility to drive purchase decisions.

To support the shift, the brand rolled out a custom refrigerator rack designed to address the practical issues of back placement, such as limited accessibility and low visibility. The rack features a raised structure inspired by Harbin Beer’s ice mountain logo, along with a spring-loaded mechanism that automatically pushes the next beer forward as one is taken. Versions were created to accommodate both left- and right-opening fridges, allowing for easy installation across different store formats.

The system was provided to shop owners at no cost, with the only requirement being that Harbin Beer be placed at the back. The campaign is currently being implemented in shops across southern China.

To support scalability and maximise impact, the campaign was reinforced through multiple touchpoints at the retail level. Fridge exteriors were branded with bold visuals to signal that the coldest beer could be found inside, while in-store posters and signage carried the message, “It’s Cooler at the Back,” to guide consumer behaviour.

Additionally, on-site activations encouraged shoppers to test the temperature difference themselves, sparking curiosity and generating word-of-mouth across local communities.

The campaign combined design thinking, behavioural insight, and shopper psychology to challenge conventional fridge placement. Despite zero media spend, the initiative succeeded in influencing both consumer behaviour and business performance.

Stores participating in the campaign saw a significant increase in Harbin Beer sales from the previous month. Foot traffic near the branded fridges also rose, while post-campaign surveys suggested a shift in consumer perception, with more respondents linking the brand to colder beer.

“The Back Rack Hack isn’t just about product placement—it’s about rethinking how design shapes consumer behaviour. By leveraging real shopper insights and intuitive design, we transformed an overlooked fridge space into a key touchpoint for engagement,” said Arthur Tsang, CCO at BBDO Greater China. 

“This shift reflects a larger trend in retail—where functionality and experience matter just as much as visibility. In beer sales, cold isn’t just a preference—it’s the deciding factor,” he added. 

Hong Kong – Cathay marked a nostalgic return to Kai Tak on the final day of the Cathay/HSBC Hong Kong Rugby Sevens, staging a low-altitude flypast to celebrate the former airport’s 100th anniversary and the tournament’s debut at Kai Tak Sports Park.

For decades, Kai Tak served as Hong Kong’s international gateway, famed for its challenging 47-degree turn at 700 feet—one of the most difficult airport approaches in the world. Pilots were required to navigate between high-rise buildings, a spectacle that drew global attention until the airport’s closure in 1998.

“Everyone remembers the stories of Cathay Pacific’s aircraft flying in and out of Kai Tak. So we turned the nostalgia into an event to get the world talking about the Sevens, held for the first time at the new Kai Tak Sports Park,” said Edward Bell, general manager for brand, insights and marketing communications at Cathay. 

After 27 years, Cathay Pacific returned to Kai Tak with flight CX8100—named in honour of Kai Tak’s 100th anniversary. The aircraft took off from Hong Kong International Airport around 4pm on Sunday, March 30, flying past Central, Wan Chai, Kai Tak, North Point, and through Victoria Harbour in a dramatic recreation of aviation history.

To enable the flypast, Cathay collaborated with the Hong Kong SAR Government to create a temporary restricted flying zone over Victoria Harbour. Publicis Groupe Hong Kong then brought in veteran aviation photographers—renowned for capturing Cathay’s iconic Kai Tak landings—to document the moment. Their images and live-streamed footage of CX8100 are now being shared widely across the globe and Cathay’s social channels.

Cathay has also released a short documentary-style video offering a behind-the-scenes look at the planning and preparation behind Flight CX8100’s historic flypast over Kai Tak.

“Creating a live performance of an aircraft flying past Kai Tak seemed like an audacious feat. But together with the team at Cathay, we worked hard to plan an experience that everyone at this year’s Hong Kong Sevens final will remember. Hopefully for years to come,” shared Christopher Lee, chief creative officer at Publicis Groupe Hong Kong.

Cathay is the exclusive founding travel partner of Kai Tak Sports Park, supporting the venue’s efforts to promote sports, arts, and culture in Hong Kong. The partnership aims to attract global visitors through immersive experiences that highlight the city’s international appeal.

Thailand – With Songkran celebrations set to begin, Pernod Ricard, the producer of premium international wine and spirits, is bringing back its ‘Drink More Water’ campaign in Bangkok for a second year, as part of efforts to promote moderation and reduce binge drinking during the holiday.

The ‘Drink More Water’ campaign, part of Pernod Ricard’s global sustainability and responsibility strategy, was first launched in 2021 and expanded to nine Asia-Pacific markets in 2023. It has since reached over 600 million people online and more than 23 million in person across 61 markets.

This year’s campaign introduces a more playful and culturally relevant approach, taking cues from Asia’s fondness for shaved ice and street-side refreshments—popular ways to stay cool during the festive heat.

For its second year, the campaign introduces vibrant hydration stations that offer festivalgoers a refreshing break amid the city’s Songkran festivities.

For the first time, these stations are designed to resemble local bus stops and will be set up at three key locations in Bangkok: Silom Complex, Siam CentralWorld, and Donki Thonglor. Each station will provide complimentary popsicles and water bottles to help people cool down and recharge.

Designed with bright, festive visuals, the stations also double as photo spots. Brand ambassadors will be present to encourage hydration, promote responsible drinking, and help festivalgoers pace themselves for a safer celebration.

“Songkran is Thailand’s most beloved holiday, a time to celebrate with friends and family. At Pernod Ricard, we’re dedicated to helping consumers make mindful choices about when, how, and how much to drink during this festive season,” said Patrick Castanier, managing director at Pernod Ricard Thailand. 

“This year, we’re reimagining hydration in new and exciting ways, encouraging everyone to stay mindful of their hydration, pace themselves, and ensure the joy of Songkran lasts beyond the celebrations,” he added.

The Drink More Water campaign will run from April 12 to 15 at various hydration stations across Bangkok. Festivalgoers can receive a complimentary popsicle by following @drinkmore.water.rp on Instagram, taking a photo at one of the stations, and sharing it publicly via Story, Reel, or Post. Proof of following and posting is required for redemption.

As part of its broader responsible drinking efforts, Pernod Ricard has also introduced digital labels on more than half a billion bottles across 166 markets, providing consumers with information to support mindful alcohol consumption. The company maintains that genuine conviviality is incompatible with excess and encourages those celebrating Songkran to prioritise moderation and make responsible choices.

Singapore – The Ministry of Culture, Community, and Youth (MCCY) is promoting harmony amidst diversity in its latest film series with advertising agency DDB Group Singapore.

As Singapore celebrates its 60th year of independence, MCCY’s campaign showcases the values uniting Singaporeans. It highlights multiculturalism and invites Singaporeans to maintain mutual understanding.

The three-part series captures conversations between Singaporeans, highlighting the country’s diversity. It shows how a Chinese and batik artist combine their skills to create art while two cooks blend Indian and Chinese cuisines to make a new dish.

The campaign emphasises how multiculturalism is an asset that needs to be preserved for future generations. It was launched on YouTube, complemented by assets on social media, broadcast TV, and radio.

Singapore is home to multiple races and religions, regarded as one of the most diverse populations in Asia. It is comprised of Chinese, Malay, Indian, Eurasian, and Peranakan communities.

Jeff Cheong, CEO of DDB Group Singapore, said, “Throughout time, food, art, and music have served as powerful bridges, uniting diverse communities through a shared passion. As we celebrate our nation’s 60th anniversary, it is vital to cherish these intrinsic values that propel us forward as one. The campaign taps into these shared emotions to demonstrate we have so much more in common than we think and everything to gain from working and playing together.”

Indonesia – Dentsu Indonesia, in collaboration with the prominent Indonesian newspaper Harian Kompas, has launched an innovative initiative to empower sexual assault survivors with a platform to be heard and a reliable, legally sound tool for self-protection.

Titled MANTRA of Hope, the initiative stemmed from Dentsu Indonesia’s research using Harian Kompas’ archives, revealing that many sexual assault cases in Indonesia go unresolved due to insufficient evidence of non-consent, discouraging victims from reporting and leaving them vulnerable to societal victim-blaming.

Working with creative audio technologists, MANTRA of Hope was developed as an AI-powered tool to help sexual assault survivors automatically collect legally admissible evidence of non-consent for use in court.

The app discreetly and securely records audio in the phone’s backend system when a personalised mantra—a predefined phrase chosen by the victim—is activated. This recording, along with unedited metadata (date, time, and location), enhances the credibility of the victim’s testimony.

To promote awareness and encourage adoption, the campaign leveraged podcasts, digital news platforms, and social media, mobilising legal experts, activists, and survivors to advocate for the app’s use. MANTRA of Hope has already empowered thousands by educating them on their rights and offering a vital tool for justice.

Tarrence Palar, marcomm and community manager at Harian Kompas, commented, “As one of Indonesia’s largest media groups, KOMPAS carries a profound responsibility to advocate for and support survivors of sexual violence. This collaboration with Dentsu Indonesia is a testament to our commitment to making a lasting impact.”

“By combining innovative AI technology with our platform’s reach and Dentsu’s seamless execution, we hope this initiative will inspire continued efforts to protect victims’ rights and create a safer society for all,” he added. 

The initiative has already generated over 31 billion IDR in earned media value, 42 million impressions, and more than 1,000 app downloads. It has also received multiple prestigious accolades.

Defri Dwipaputra, executive creative director at Dentsu Creative Indonesia, shared, “What comes from the heart reaches the heart; this campaign was born from our Dentsu Indonesia team’s deep concern for the countless unresolved sexual harassment cases in Indonesia. With MANTRA of Hope, our goal is not only to empower survivors with a tool for justice but also to create real change by reducing these cases altogether.”