Tag: Campaign

Sydney, Australia – Rare Spares Rockynats, an Australian off-road vehicle and motorcycle festival, has recently forged a partnership with marketing agency Murmur Group to join them for their upcoming return to Rockhampton for Easter of 2024.

For this event, the two are set to embark on a two-phase campaign targeted at increasing the event’s reach and boosting its ticket sales. This will take place through large-format out-of-home and retail placements, as well as a robust support system encompassing local radio, television, and digital news outlets.

Additionally, the said strategy leverages paid social media channels and the influence of local personalities to maximise its impact across the online landscape. 

Craig Sue, media planning and strategy director at Murmur, said, “We developed a data-led strategy based on the client’s key insights reports. From this, we created a two-phased channel approach that firstly promotes the event to a wider QLD audience this side of Christmas, followed by a campaign targeting those in and around Rockhampton leading up to the event to encourage local ticket sales.” 

According to Sue, the campaign presented an opportunity for Murmur’s team of passionate car and bike enthusiasts. Said endeavor was fueled by the team’s previous success at Summernats, and they were excited to attract Rockhampton locals and car enthusiasts from all over Queensland and beyond to the event.

“Our goal is to create buzz that drives excitement and attendance. By strategically phasing activity and leveraging full-funnel media, we can maximise reach and engagement. Murmur’s team is committed to making Rockynats an awesome event for enthusiasts and participants alike,” he elaborated.

Meanwhile, Zac Garven, tourism and events manager at Advance Rockhampton, remarked, “Appointing Murmur was a no-brainer, as they could immediately bring their smarts from successfully working with Summernats and blend that insight, creative strategy, and key learnings into one overarching strategy, including leveraging media relationships, to drive success and additional media value for Rockynats 04.” 

“Additionally, the team’s enthusiasm for off-street machines was infectious, and it is obvious this partnership will highlight the creativity that fuels success for the event,” added Garven.

Sue, on the other hand, concluded, “Rockynats is a major event on Queensland’s calendar, driving visitation and boosting local businesses, and we look forward to seeing the city of Rockhampton take centre stage as lovers of horsepower, show-cars, burnouts, and drifting come to town to attend Rockynats 04.”

The campaign is set to start in November 2023 and last until March 2024.

Australia – Victoria’s Transport Accident Commission (TAC) has joined forces with creative agency Clemenger BBDO to launch its latest ‘Drink Driving: Stop Kidding Yourself’ campaign that reveals the truth behind drunk driving myths.

TAC’s new campaign challenges drivers’ beliefs in myths associated with drunk driving, especially the tricks they use to help them stay under the 0.05 blood alcohol concentration (BAC) limit.

The campaign features a hero film where an adult male lists the ‘tricks’ he blindly follows in hopes of staying under the 0.05 BAC limit. As the film progresses, it shows the audience that the list is nothing more than myths that carry heavy consequences.

Especially directed at drivers in Victoria, Australia, the film also gives a particular focus on males, who are overrepresented in drunk driving instances.

TAC’s campaign spotlights the worrying problem with Victorian drivers who continue to drive after drinking, despite the fact that one in five drivers killed on the state’s roads has a BAC on or above the 0.05 limit. The commission wanted to highlight the fact that accidents will continue happening because of misguided beliefs like driving after two or three drinks as long as they’ve paced themselves, consumed lots of water, or eaten a big meal.

The film aims to encourage drivers to separate drinking from driving on every occasion and to continue making that choice so as to ensure safety.

TAC’s campaign film with Clemenger BBDO will launch across TV, online video, cinema, OOH, social, digital, and radio. The first phase was launched on December 4th and will run until January 31st, 2024, with media via OMD.

Tracey Slatter, CEO of TAC, said, “As we head into summer and the festive season, this campaign is a timely reminder to Victorians that drinking and driving don’t mix. We want to embrace a culture where driving after drinking any alcohol is not considered normal.”

She added, “Many people think they can manage their blood-alcohol level by following a set of vague rules handed down through generations, but the only way to avoid the risk entirely is to completely separate drinking and driving.”

Richard Williams, executive creative director at Clemenger BBDO, also shared, “This campaign is about changing an ingrained community behavior.” It’s about debunking myths, and most importantly, it’s about reminding drivers that there is no grey area—if you drink, don’t drive.”

Taiwan – Prior to celebrating its 40th anniversary in 2024, McDonald’s Taiwan kicks off a full year of festivities with its latest campaign called ‘Simple Happiness’, in collaboration with Leo Burnett Taiwan.

Starring Taiwanese pop icon Jolin Tsai, the film by Leo Burnett Taiwan depicts moments of simple happiness across four decades, beginning in 1984, the year McDonald’s Taiwan first opened its doors.

Leaping from 1988, when McDonald’s launched its first Happy Meal, through to 2024, when McDonald’s Taiwan will celebrate its 40th anniversary, the film transitions from village streets to cityscapes in the blink of an eye using 3D animation with a timelapse effect to express the passage of time.

In a first for Taiwan, the film’s various eras were filmed entirely in a Virtual Studio in collaboration with Moonshine XR Studio using the latest 3D modelling and mapping technology. The film even uses AI to faithfully recreate McDonald’s most iconic packaging designs of yesteryear, which exist today only in people’s memories.  

Speaking on this innovation, Hsiao Ya-chuan, the film’s director, mentioned, “Simple Happiness is a leap forward for Taiwanese filmmaking. We created five distinct settings using 3D modelling and huge LED screens. Simulating natural sunlight was one of many hurdles, but after months of extensive planning and testing, our story was freed from the constraints of physical locations, giving us greater control, flexibility and creativity.”

With Jolin Tsai’s new song featured in the video, she also commented, “It has been over 20 years since I first collaborated with McDonald’s, and I’m truly honoured to be part of this 40th anniversary celebration. The narrative masterfully intertwines the journeys of growing up in various eras, and the courage that McDonald’s can instil along the way.”

Talking about the campaign, Brenda Kou, CMO, Asia business unit, McDonald’s, said, “To commemorate McDonald’s 40th anniversary in Taiwan, we loved the idea of creating a ‘happiness time machine’ campaign that revisits memorable moments of simple happiness over the past 40 years. By embracing the latest virtual production technologies, it also looks to the future, positioning McDonald’s Taiwan as an icon of food, tech and transformation.”

Meanwhile, Kevin Yang, CEO and CCO at Leo Burnett Taiwan, also added, “McDonald’s holds a special place in the hearts of Taiwanese people. When it first opened in 1984, it brought new cultural influences and immediately became a place where shared memories are created, like a good friend we’ve all grown up with. After many years of adapting global propositions to local culture, McDonald’s Taiwan is a loved and essential brand among many Taiwanese people.”

Sydney, Australia – Australia’s National Drag Racing Championship(NDRC) has recently launched its latest media campaign aimed at engaging fans and building excitement ahead of its summer championship series, via Murmur-Group. It is the first campaign to market since Murmur was appointed to the business earlier this year.

Spread across OOH, radio, programmatic, YouTube, Meta and BVOD, the campaign reaches NDRC’s fan-base of car and bike enthusiasts for all 16 events, culminating in a thrilling grand final in June 2024.

Craig Sue, media planning director, Murmur-Group, said the agency’s remit was to build a high level of excitement to promote NDRC’s 2023/24 events and to deliver against previous attendance targets. This meant implementing a fully data-led strategy for the first time in collaboration with event organisers, venues and sponsors to seamlessly bring together media and creative.

“We kicked off our first successful NDRC campaign, under the new banner, with the Nitro Funny Cars Golden States campaign that went live in October and currently have the Top Fuel Sydney Xmas Showdown campaign live promoting the event on 2nd Dec. And of course, at the same time we are planning strategically to promote the Aeroflow Sportsman Championship. It is all systems go,” he added. 

“These adrenaline-pumping events are set to captivate motorsport enthusiasts and speed aficionados across the nation and Murmur’s team is pumped to bring high-octane adrenaline to the campaign,” concluded Sue. 

Meanwhile, Andy Lopez, co-promoter of the NDRC, commented, “From the fastest accelerating vehicles on the planet in Top Fuel and Nitro Funny Car all the way through to the future stars of the sport, the NDRC is charged with moving the sport one way: Forward. Murmur is the perfect partner to take this motor racing excitement to market and we are confident the fans will flock to the events in droves as a result of the campaign.”

The media campaign is live throughout the NDRC racing season.

Malaysia – Global brand and customer experience agency VMLY&R Singapore has announced they have won the tender for insurance company FWD Takaful’s new mental health awareness campaign in Malaysia.

FWD’s unconventional pitch aims to produce a campaign that targets overcoming Malaysian cultural taboos around talking about mental health. It further aims to normalise and destigmatize this issue across the country by highlighting the benefits of having conversations about negative feelings.

VMLY&R’s upcoming campaign, in partnership with content experience agency Hogarth Malaysia, will tap into Malaysia’s love of music to raise awareness and generate conversations around mental health. It will run for three months, starting in January 2024, and is outlined to include film, video, digital, EDM, out-of-home (OOH), event activation, and radio promotion.

The campaign pitch comes after the company’s mental health survey in 2022 revealed that 62% of Malaysians have experienced mental health challenges and severe social disapproval or know someone who has.

Further solidifying the company’s commitment to their upcoming campaign, FWD Takaful took the topic of mental health to heart through the pitch process itself, which focused on reducing anxiety and stress for participating agencies.

The insurance company created a process that minimises the stressors for teams involved in competitive pitching, including unrealistic client briefs, timelines, expectations, and budgets.

For this to happen, FWD Takaful worked closely with the pitching agencies on an open creative brief, which could be delivered on a flexible timeline, while simultaneously giving them access to FWD’s Mind Strength services.

Raymond Chin, chief creative officer for Asia at VMLY&R, said, “Social change starts with a conversation, and talking about your problems can offer serious relief, so the new campaign aims to highlight this point and encourage open conversation in Malaysia as an antidote to the current stigma.”

He added, “It was refreshing to work on a pitch where the client understood the issues faced by agency teams and was willing to create a pitch brief that made the agencies’ mental health a priority. Everyone benefitted from the way FWD Takaful ran this pitch—the client got better ideas out of it, and the agency team was able to dedicate time and resources while making sure their mental health was taken care of.”

Mumbai, India – Aiming to inspire riders who seek thrill and adventure, Motul, a global brand in fully synthetic premium engine oils for a wide range of automobiles, has recently announced the official launch of its latest advertising campaign on November 22.

Dubbed ‘Next Level Thrill’, the campaign is centred around the celebration of pleasure in riding as well as the engines that power their machines. 

With the company’s premium engine oil for two-wheelers at the forefront, said project also extends to recognising the diverse community of riders and their thrilling experiences. This encompasses all kinds, from high-speed racing to cruising to off-roading and more.

Interestingly, the campaign also brings together some of the difficulties that riders encounter as a result of their riding experience and the passion that motivates them.

Preetam Goswami, director-marketing and business development at Motul India & South Asia, expressed his enthusiasm for the campaign, stating, “At Motul, more than anyone else, we understand that riders are diverse and unique, each seeking their own kind of thrill. ‘Next Level Thrill’ is the connecting link between the unwavering passion for riding and the expertise of Motul engine oil in powering their bikes.”

“Motul India holds great significance in the riding community due to its technological expertise and commitment to premium quality assurance. The 170+ years of global Motul legacy and innovation—for example, the first use of Ester Technology in engine oil gives us an edge and favorability, especially for two-wheelers,” he continued.

Meanwhile, Nagendra Pai, CEO at Motul India and South Asia, also said, “Our vision is to establish Motul India as the preferred brand in the aftermarket lubricant business in India. We recognise the immense potential and untapped opportunities present in Tier 2 and Tier 3 markets for premium products, and increasing our presence and accessibility in these markets remains a key priority for us.

“With this campaign, we aim to leverage our brand equity to drive growth and also create a unique and premium position as a high-performance lubricant brand,” added Pai.

As the creative agency responsible for conceptualising the campaign, Anurag Tandon, SVP and Managing Partner at Wunderman Thompson, said, “We are delighted to partner with Motul in India.”

“The brand is rooted in performance, and with the Indian automobile market evolving rapidly from a commuter-only mindset, a brand like Motul has a tremendous opportunity to become the preferred lubricant brand in India. With this campaign, we intend to strike the right notes with the diverse motorcycle audience who have one common passion, the thrill of riding,” she ended.

India – Indian content distribution platform Tata Play has just recently dropped its latest digital campaign to celebrate World Television Day, giving homage to the enduring role of television in bringing joy and connection to families across generations.

Conceptualised and developed by Chimp&Z Inc, Tata Play’s campaign embraces the nuances of old vs new televisions, while ensuring that Tata Play’s connection keeps entertainment a constant fixture in people’s lives.

The campaign features an old TV set that is being replaced by a new TV set, wherein the old TV mirrors the experience of a family member that has to say goodbye after being a part of it after a long time. 

On the other hand, the new and more advanced TV expresses excitement and promises fun with it as part of the family, with the dialogue between the two showcasing the good things that they can offer such as news and plenty of entertainment. 

Surprisingly, the film ends with a twist wherein both TV sets would still be in the same home as the old TV will simply be moved to another location, and both TVs will be connected with use of Tata Play. 

Australia – Coopers, a locally owned and operated big-beer brand in Australia, has recently announced its latest multi-touchpoint campaign, celebrating its position in the local brewing industry of the country.

Titled “Local, Everywhere,” this initiative alongside advertising agency, Special Australia, intends to promote the brand as one of Australia’s original beers, raised by the locals. At the same time, it recognises the community that raised the nation’s favourite beer by putting the locals at the forefront of the campaign. 

Following this venture, Coopers has also embraced an Australian tradition coined ‘Big Ale ‘, a symbolic gesture showcasing Cooper’s genuine ‘local everywhere’ ethos. This comes after a series of bar events sponsored by the corporation to highlight their extensive local presence across the country.

As the launch of Big Ales celebrates the essence of locality, the project also acknowledges the individual nuances of hundreds of cities, towns, and suburbs around Australia with hyperlocalized ‘As Local As’ OOH messaging, giving a shout out to what makes each location unique.

Ryan Fitzgerald, executive creative director, said, “In Local Everywhere, we have a platform that lets us celebrate the genuine connection that Coopers has established with drinkers right around the country off the back of 162 years of brewing exceptional beers. The Big Ales is our playful way of thanking Coopers drinkers everywhere leaning into something quintessentially Australian at a scale like never before.” 

Said initiative also includes an AR experience that will be supported by online video, with 30-second piece championing Coopers’ regional customers. The film, shot in Miles QLD, involves real community members and centres around The Windsor Hotel, currently under the helm of Jaimee Neilsen.

Speaking about Miles’ involvement in the piece, Jaimee Neilsen said, “Coopers have been part of our community for years now. For us, Coopers has been more than a brand; we feel like a real extension of the family, and welcoming cameras up in Miles and featuring them so prominently as part of the brand’s campaign really shows their commitment to regional drinking spots just like us.” 

Since its inception in 1862, Coopers has long been loyal to beer-making practices as well as their local towns in the country, ranging from Geelong to Glebe, Cottesloe to Cairns, and every town in between.

Australia – Designed to promote healthy conversations about men’s health, Kimberly-Clark has recently announced its partnership with Elmwood, a global design consultancy based in Australia.

This collaboration introduces an initiative addressing the sensitive themes surrounding bladder weakening among adult men. In particular, the launch of DEPEND’s latest underwear product lets men go about their everyday lives without worrying about bladder leaks. 

For this product, the campaign features a blend of humour and colloquial expressions, relating to an iconic movie for the intended audience, which was derived from a thorough and deep understanding of Australian and New Zealand cultural nuances. 

Talking about the campaign, Jason Braddy, creative director at Elmwood Singapore, said, “The DEPEND brief offered a unique challenge. How do we place the brand into a consideration set for an audience who doesn’t want to talk about the issue and doesn’t really know where to start?

“Our response was to develop an idea that would be both relatable through humour while building memory structures by celebrating the brand’s distinctive assets,” he concluded.

Devki Khosla, senior account director at Elmwood Singapore, added, ”The consumer is at the centre of our approach. Once we mapped out the motivators and barriers of our target, we combined these messages with best practices across platforms to drive performance and results.”

Leah King, DEPEND Brand Manager at Kimberly-Clark, said, “Together, we have created a brand campaign that will encourage open conversations and help combat the stigma and silence, which are still often associated with discussions around men’s health today.”

For over 35 years, DEPEND has been the trusted partner to millions of men and women worldwide in caring for their bladder leakage, enabling them to confidently reconnect with the life they aspire to live and make the most of it.

Singapore – Singapore Airlines has unveiled their latest campaign, which features a new stop-motion animation across social media, aiming to capture the essence of a wanderlust experience with their sonic identity comprising three instrumental tracks played on board SIA flights and in SilverKris Lounges.

Titled ‘The Sound of Singapore Airlines: A melodic journey awaits’, the new 30-second film captures the SIA Business Class cabin in a charming, handmade music box that takes the shape of a suitcase, bringing viewers on a trip through scenic landscapes and vibrant cities, accompanied by the airline’s signature melodies to evoke fond memories of travelling with Singapore Airlines.

Created in collaboration with Copenhagen-based director Marcus Møller Bitsch, the film’s handmade music box is inspired by the airline’s Business Class cabin. Each prop, including the iconic SIA cabin crew sarong kebaya uniform, was carefully hand-crafted and integrated into the film’s storyline.

Speaking about the project, Bitsch shared, “When I got the brief, I immediately thought it was a fantastic opportunity to use stop-motion animation to show the attention to detail and dedication that Singapore Airlines strives to bring to their customers.”

Meanwhile, Loo Yong Ping, deputy executive creative director of TBWA\Singapore, commented, “With the world embracing the wonders of AI, we wanted to do things differently by reviving the art of craft making to weave a sensory experience through music. We’re thrilled to witness this film come alive.”