Tag: Campaign

Beijing, China – BMW China has partnered with TBWA Juice Beijing and TBWA BOLT Shanghai for its latest ‘Project Jupiter’ campaign for the Lunar New Year that plays on the uncertainty felt by those born in the Year of the Dragon and the superstitions people follow during the festive season.

BMW China’s Project Jupiter is a 14-minute mockumentary that places in the spotlight the concept of ‘Ben Ming Nian’ or the belief that those born in the Year of the Dragon will have a time of uncertainty in 2024.

The mockumentary puts a funny spin on the idea that even BMW was born in the Year of the Dragon, having started its operation in 1916. In this case, the brand is also susceptible to ‘Ben Ming Nian’. However, Project Jupiter boldly embraces this predicament, not shying away from superstitions but embracing it to create good luck for everyone regardless of their zodiac year.

Project Jupiter joyfully captures the complexity of ancient traditions and superstitions. With the prominent belief that the red colour is used to ward off uncertainty and bring good luck, BMW goes to extreme lengths to stick with this tradition.

The company is seen transforming its global headquarters into the lucky colour red. The company even goes as far as ramping up their production of red BMWs while the employees and even customers are decked out in the auspicious colour.

The film also features four hero characters and other special guests like actors Jackson Yee and Yang Haoyu. 

Aside from the film, the campaign also included a film trailer, a bonus film, and film posters. To further support the red luck theory, red-themed Lunar New Year decoration kits and merchandising packs were developed for retail, dealers, and consumers to ensure the colour red was widespread.

Project Jupiter will run across cinema and online TV, in addition to social and digital media and dealership and retail channels.

Stéphane Koeppel, VP of brand management at BMW China, said, “Chinese culture is enshrined with fabulous insights, stories, and superstitions, and we’ve always prided ourselves on our ability to celebrate and connect BMW to this wonderfully rich culture. Leveraging the creative opportunity of our brand being born in the Year of the Dragon, this year’s campaign playfully continued our obsession to bring joyful surprise, sincerely wishing people good fortune and happiness in 2024.”

Speaking on the campaign, Ronnie Wu, chief creative officer at TBWA China, also shared, “The conundrum this Lunar New Year presented BMW was an exciting opportunity to navigate, while allowing us to continue to celebrate the brand’s deep respect for Chinese culture, tradition, and sharing joy.”

He added, “‘Project Jupiter’ is BMW’s mission to banish the superstitious uncertainty from ‘Ben Ming Nian’ by exploring solutions to avoid Jupiter’s influence. Fueled by engaging humour and special guest star appearances, the 14-minute film follows the mission led by four BMW engineers and scientists. After many attempts, they devised the Red Luck Theory, ending the uncertainty from ‘Ben Ming Nian’ forever.”

Singapore – Popeyes Singapore has launched its latest Chinese New Year (CNY) activation campaign that lets people exchange their excess mandarin for some lucky discounts on their limited edition chilli crab chicken menu.

The campaign aims to provide a delicious solution for those with too many mandarin oranges collected during the festive season. It is also Popeyes’ creative way to promote the comeback of their limited chilli crab chicken menu.

Instead of discarding the fruits in the bin, consumers can take a photo of their excess mandarin oranges and post it on their social media, tagging Popeyes Singapore’s account on Instagram. Popeyes will contact the lucky winners privately on the app with their discount voucher that they could claim at the physical store.

To further boost this campaign, Popeyes also tapped some renowned Singaporean influencers, gifting them with mystery kits that led them to redeem their discount vouchers at the Popeyes store.

Rafael Serer, general manager of Popeyes APAC, said, “We are very excited to bring back our limited chilli crab chicken in Singapore! Combining the delicious flavours of a uniquely Singapore dish with our Cajun chicken heritage, we want to make CNY an extra special occasion for our guests. More importantly, at Popeyes, it’s about creating core memories that will last a lifetime.”

Ho Chi Minh, Vietnam – Following the last year’s roll-out of Tinder’s first-ever global campaign, ‘It Starts With a Swipe’, the dating app is bringing to Vietnam a series of locally produced short videos exploring the brand’s global message.

This locally conceptualised and produced take on the brand’s narrative in Southeast Asia celebrates the vibrant possibilities that Tinder offers its users. As Tinder continues to redefine the narrative around dating, Vietnam’s It Starts with a Swipe campaign celebrates modern dating experiences and milestones amongst young adult Vietnamese daters today.

The series of three videos will showcase different concepts of romance possibilities from sharing a single goodnight kiss that develops into a long-term relationship, forming a youthful friendship that evolves into a lifetime of shared personal growth, and finding a partner to share all your adventures and seasons with.

In partnership with VMLY&R Vietnam, the campaign launches in the midst of dating’s Peak Season which falls between January 1 and February 14 each year and also coincides with Vietnam’s biggest holiday season Têt, as young Vietnamese singles continue bringing their new year energy to refresh their dating goals and intentions.

Inspired by this new generation of daters, the campaign not only celebrates a diversity of relationship possibilities, but also genders and orientations to reflect the fluid and inclusive attitude that is inherent to Tinder.

Talking about the campaign, Daniel Kim, vice president of marketing, APAC at Tinder, said, “Tinder doesn’t tell you who or how to date, but we power all kinds of possibilities. We welcome all types of people and relationships whether they last for a few messages exchanged on the app, a day, a night, or a lifetime. No matter what kind of possibility you are looking for, It Starts with A Swipe.”

Malaysia – Maybank’s Chinese New Year film, “Unspoken Connections,” sheds light on the deaf community’s unique experience of honouring one of the world’s most vibrant, loud, and happy events. The film digs into their perspective in a peaceful setting, emphasising the critical role of sign language in overcoming silence for them.

The film, starring Lim Bee Chin in the lead role and co-directed by Barney Chua and Pan Wai Ling, was created in association with Grey Singapore and the production company Mojo Films. 

Pan Wai Ling and Bee Ching, two members of the deaf community, portray an honest and personal picture of their daily lives in the campaign. The film’s core offers viewers the opportunity to immerse themselves in the deaf community’s experiences, promoting a deeper comprehension of their reality. 

For the production company behind the movie, this project went outside of traditional narrative and became a life-changing investigation of empathy and discovery. They experienced an emotional rollercoaster from the beginning of filming to the intense ending, overcoming communication barriers and gaining new insight into the challenges faced by the deaf population. 

The team planned to actively engage with and comprehend the deaf community in advance of the project. The first conversations revealed perspectives on the deaf community’s experience in Malaysia, highlighting important topics, especially during Chinese New Year. 

Pan Wai Ling and other deaf cast members and staff members led the production without a script, working together with the larger team. The resultant video closely reflects their actual experiences.

Speaking about the campaign, Barney Chua, director of Mojo Films, said, “Collaborating with the hearing-impaired community is familiar territory for my team. Over time, we’ve developed strong connections through various projects. That’s why I approached Wai Ling to co-direct this project. Her fearlessness and intelligence, evident from our previous encounter, made a lasting impression. She brought a wealth of creative ideas to the set, affirming my belief in her potential as an excellent director.” 

Meanwhile, Pan Wai Ling, co-director of Maybank’s CNY film, stated, “My hope with this film is that it not only showcases the experiences within the deaf community but also underscores the importance of sign language. It’s more than just a mode of communication for us; it’s a lifeline, a bridge that connects us to the world around us.” 

Graham Drew, CCO of Grey Singapore, commented, “According to scientific research, non-verbal communication accounts for 70-80% of our daily interactions. We don’t realise, but we all speak in ‘signs’ every day, suggesting that learning sign language may be easier than we think. It’s time we recognise and embrace this natural aptitude so we can foster a more inclusive society for the deaf community.” 

Furthermore, Shazlina Binti Mohd Suffian, EVP & head of Group Corporate Marketing of Maybank Malaysia, added, “The deaf community holds immense potential and talent, yet often faces barriers to fully realising their capabilities. At Maybank, we have been working closely with them by offering training and support, empowering them to succeed on their own terms. We hope that this film will serve as a catalyst for greater awareness, inclusivity, and support for the deaf community.” 

Singapore – To celebrate the milestone of its 25th anniversary of KrisFlyer, Singapore Airlines’ lifestyle rewards programme, the airline has launched a film campaign that perfectly demonstrates how the programme empowers its members towards memorable and meaningful experiences.

Made with TBWA\Singapore and Cutscene, this heartwarming 1 minute film follows the journey of a young girl, who fearlessly steps through life’s different doors as she navigates diverse experiences, while capturing a snapshot of rewards offered by KrisFlyer.

With the girl going through various memorable experiences in her life that reflects her growth such as her first plane ride, to exploring new styles and places, the film narrative showcases how each scene transforms each moment into a memory reflecting how the brand has grown alongside her.

Moreover, this film serves as a tribute to KrisFlyer’s evolution from a frequent flyer programme to a lifestyle rewards programme, and a steadfast companion for many. Since 1999, KrisFlyer has been uniquely associated with travel and experiences. Today, it has been seamlessly integrated into everyday life, enhancing experiences beyond the skies, rewarding members for being explorers, and truly making every experience miles better.

Talking about the film, Loo Yong Ping, deputy executive creative director of TBWA\Singapore, said, “More than a film, our goal was to capture KrisFlyer’s evolution through the lens of the little girl and her dad. This is undeniably a milestone worth celebrating.”

Singapore – With the Lunar New Year just days before Valentine’s Day this year, Bumble, the women-first dating and social networking app, marries the two events and provides users with the best of both worlds through the launch of its ‘Bumble Lo Hei: Toss Love into Your New Year’ campaign, spicing up Lunar New Year traditions and giving it a romantic twist for love seekers in 2024.

Inspired by the traditional and iconic ‘Prosperity Toss’ – or more commonly known as ‘Lo Hei’, Bumble will be giving away exclusive gift packages for users to toss their dating fatigue away and manifest a prosperous love life in 2024 with its 8 Love Mantras, empowering singles to take reign of their romantic journey.

Additionally, Bumble has also partnered up with local influencer Saffron Sharpe as she shares her manifestations for the year through Bumble’s Lo Hei, as well as Singapore-born Tiktok viral Feng Shui Expert Cliff Tan to share 6 ways that one can rearrange their furniture to invite love into their lives this new year.

To spread the festive cheer, Bumble has partnered with brands like The Golden Duck and Hershey’s to put together these specially curated, exclusive packages to its app users. Free for all new and existing users of Bumble to redeem from February 1 to 12, 2024, ‘Bumble’s Lo Hei: Prosperity Love Toss Pack’ is filled with 8 goodies, representing each of the 8 Love Mantras.

On the other hand, Bumble’s collaboration with Cliff Tan through his Instagram and TikTok videos delves into inviting single Singaporeans to welcome new romance into their lives by simply rearranging the furniture in their personal space, in time for Lunar New Year and Valentine’s Day.

Talking about the collaboration with Cliff Tan, Lucille McCart, communications director at Bumble APAC, said “At Bumble, we help people find romance by providing a platform to meet genuine connections. With 2024 looking to be the “year of self” as predicted by Bumble’s latest Dating Trends report, we hope that our community will be able to use these tips to not only spring clean and refresh their personal spaces, but to also understand that opening yourself up to new connections can be as easy as removing items that don’t serve you anymore.”

“As the saying goes, out with the old and in with the new. Sometimes little changes really can open us up to finding love or other kinds of romance. Ultimately, dating should be fun, so embrace the potential of new, healthy connections by taking some of these small steps to help you refresh your personal space in 2024,” she added.

Singapore – As the Chinese New Year approaches, Coca-cola calls on everyone across generations in Singapore to celebrate in an interactive and meaningful way through a striking new packaging that is suited for the holiday. 

Designed to resonate with a wider audience, Coca-cola’s campaign features a redesign of Coca-cola’s cans with a dragon, this year’s zodiac symbol which perfectly embodies the spirit of the Chinese New Year.

Aside from this, Coca-Cola aims to recreate the tradition of wish-giving, a symbol of rediscovering each other and bringing families closer through their own interactive Dragon AR filter available on Facebook and Instagram, an engaging way for young people to send well-wishes to their loved ones.

The campaign is further brought to life as MediaCorp personality Hazelle Teo collaborates with Coca-cola on a music video that aims to light up this Chinese New Year and celebrate in style. 

Additionally, Coca-cola also made sure to put up engaging city-wide outdoor digital displays, as well as organised an experiential activation outside Wisma Atria through an immersive dragon tunnel, where Singaporeans can capture picture-perfect moments and take part in the activities to receive prizes. 

The new dragon-themed packaging of Coca-Cola is available only for this Chinese New Year. It is also worth noting that customers can win limited edition gold-plated dragon cans by spending S$18 and above on brands across Coca-Cola’s group of companies.

Singapore – FairPrice has launched a new campaign in time for the Chinese New Year celebration, which brings to life the story of the ‘Dragon in the Great Race’ to portray FairPrice’s role in Singapore’s Chinese New Year celebrations.

FairPrice and creative agency Homeground United bring back to life the story of the Great Race from ancient Chinese mythology. They represent the generosity, sharing, and inclusivity of the Dragon spirit in their campaign, displaying a touching parallel.

The campaign film tells the story of the Dragon in the Great Race in an attempt to commemorate those who contribute to the feasts and reunions, the movie aims to capture the helping essence of the dragon. It invites viewers to welcome in the New Year by embracing and spreading the Dragon spirit.

The Great Race, a story from Chinese mythology, tells of twelve animals racing to meet the Jade Emperor and claim their places in the Chinese calendar. These twelve animals eventually became the twelve zodiac signs that are used today. Though the Dragon was meant to take first place, the real victory was demonstrated by deeds of kindness and giving, which brought the Dragon to fifth place.

Speaking about the campaign, Loo Yong Ping, deputy executive creative director, TBWA\Singapore, stated, “FairPrice as a brand has always been dedicated to extending a helping hand to make lives better for the people. The brand’s role in the community has always been significant, and especially so during festive seasons. When we dove into cultural truths of Chinese New Year, it was inspiring to find similarities between the Dragon and FairPrice.” 

Meanwhile, Joyce Chen, managing director, eg+, expressed, “We are proud of the close partnership between FairPrice and Homeground United which fuelled this 360 campaign. From cultural insights to execution, the campaign story was crafted to reconnect audiences to FairPrice’s brand ethos. The trust and strong collaboration between client and agency were the building blocks of this success, breathing life into a message that’s both relevant and impactful for audiences this Chinese New Year.” 

Furthermore, Alison Ee, director and head of customer and marketing (retail business), FairPrice Group, said, “As Singapore’s leading homegrown retailer, FairPrice stays committed to our social purpose in easing consumers’ cost of living and serving the community. The Dragon spirit resonates well with our everyday purpose to serve Singapore with essentials at great value in the hope that we give every one more reasons to celebrate this Chinese New Year.” 

Australia – Boody, an Australian company dedicated to creating comfortable and sustainable clothing and underwear, has partnered with the Women’s National Basketball League (WNBL) to launch its latest campaign that calls for access to period products for all.

Launched in line with the WNBL’s ‘Fighting Period Poverty’ round, the campaign aims to raise awareness on the worrying issue where around 51% of women and girls use makeshift materials as menstrual sanitary products.

The main beneficiaries of the campaign are Australian women and girls who go without period products during their menstruation.

As part of the campaign, Boody will donate 1,000 pairs of period underwear to people living in period poverty. Additionally, for every pair of period and leak-proof undies purchased online during the round, Boody will also donate a pair to ‘Share the Dignity’ to provide care for women in need.

Boody’s omnichannel campaign also featured some WNBL players who shared their personal stories of the impact of menstruation and the need for more candid dialogue about the subject. The players will also be wearing themed T-shirts and socks in their pre-game warm-ups to promote the products, of which all purchases will be donated to Share the Dignity.

Ruth Haffenden, global head of brand and marketing at Boody, said, “We’re proud to be involved in the WNBL Fighting Period Poverty Round, highlighting an issue that affects 20% of menstruating individuals in Australia. Initiatives like this show the real difference we can make together, and we’re honoured to collaborate with WNBL and the exceptional players to drive awareness and provide support to those in need.”

Meanwhile, Christy Collier-Hill, head of the WNBL, shared, “The WNBL is the only professional league in Australia that has a round aimed at Fighting Period Poverty. As a women’s league, it’s important we support issues that affect women and girls, and we’re really proud to be working with Boody to positively impact period poverty in Australia.

Malaysia – Malaysian-based home improvement retailer MR D.I.Y. has partnered with advertising and digital agency Fishermen Integrated on its latest heartwarming campaign for the upcoming Chinese New Year.

The campaign includes a short web film titled ‘Wo Ai Ni (I love you)’ that follows the journey of Long Wei Feng, whom his grandson and family refer to as ‘The Most Strict Headmaster in the Country’. Gearing away from the usual tear-jerking films, it is set around the Lunar New Year and combines hints of humour with family values to highlight the role elders play in the family.

MR D.I.Y.’s ad film is also anchored on the wordplay between Ai (love) and AI (artificial intelligence) technology, reminding viewers to skip the AI and simply add the Ai instead. It aims to encourage audiences to express their love in the most sincere and fun-loving way possible.

MR D.I.Y and Fishermen Integrated campaign film for Chinese New Year is a heartwarming twist between AI and Ai (love).

Aside from the web film, MR D.I.Y. also prepared a Wishing Wall at MR D.I.Y. Plus in Mid Valley Megamall, where everyone can try craft workshops, watch traditional performances, and take photos at the photo booth with their loved ones.

Speaking on the campaign, Andrew Perera, creative director at Fishermen Integrated, explained, “Although there has been a lot of talk about AI and how powerful it is becoming, our team realised that there is a better kind of AI that artificial intelligence will never match—the ‘AI’ in Wo Ai Ni (I Love You). For this reason, this Chinese New Year, we wanted to break free from the usual Gong Xi Fa Cai prosperity messages and reach out to the Chinese community, who shy away from vocal expressions of love, to start a far more valuable tradition—by saying Wo Ai Ni to their loved ones.”

Alex Goh, head of marketing at MR D.I.Y. Group, also shared, “The Lunar New Year is all about bringing family and loved ones together. The best and simplest way of doing so is to bring out the spirit of ‘Ai’ (love), which is to say “我爱你 Wo Ai Ni” or “I love you”. Our web film shows how a grandfather uses unique ways to express his love to his family members with the assistance of AI. With this, MR D.I.Y hopes to remind everyone to make this festive season a little extra special by injecting the spirit of ‘Ai’ (love) instead of ‘AI’ (artificial intelligence).”