Tag: Campaign

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.”

Singapore – Following the momentum of a two-year Memorandum of Cooperation (MoC) signed in April 2023, as well as their previous partnerships, experience and travel services platform Klook and the Singapore Tourism Board (STB) have decided to scale up partnership efforts with joint investments of over S$2m to drive inbound tourism to Singapore.

Through this initiative, Klook and STB launched an integrated events marketing campaign to raise awareness of the diverse range of leisure events in Singapore, and will be rolling out a second initiative anchoring on STB’s latest brand campaign ‘Made in Singapore‘.

With a vast array of events to occur in Singapore such as the Tour de France Prudential Singapore Criterium, Jumptopia, ZoukOut, and Singapore Comic Con, Klook introduces unique product bundles to enhance the overall experience and facilitate further discovery to encourage visitors to explore Singapore in a more holistic way, in turn driving strong returns for the local tourism and economy.

For the second initiative, the marketing and tactical partnership between STB and Klook in Southeast Asia will focus on digital content powered by Klook’s network of ‘Klook Kreators’, which are micro and nano content creators and affiliates that aim  to drive engagement and conversion.

By using its Kreator channel to create authentic content, Klook is planning to leverage the power of social media to connect travellers to the best of what Singapore has to offer. From beauty and fashion to food, this digital-led campaign aims to engage and inspire social media-savvy travellers in Southeast Asia to experience the unique local Singapore flavour for themselves.

Talking about the partnership, Sarah Wan, general manager of Klook Indonesia, Malaysia, and Singapore, said, “Singapore has been a key destination leading travel recovery within Southeast Asia, and we’re excited to once again partner STB. We aim to inspire travellers by highlighting how Singapore makes unexpected, diverse and unique experiences possible.”

Meanwhile, Terrence Voon, executive director, Southeast Asia of STB, said, “We are delighted to team up with Klook to strengthen Singapore’s position as a compelling travel destination and leading events hub in Southeast Asia. Our new initiatives aim to drive tourism recovery and highlight distinctive experiences that make each journey to Singapore memorable. They will also complement STB’s new Made in Singapore campaign, which showcases how our city transforms ordinary moments into extraordinary experiences.”

Singapore – Science Centre Singapore has publicly launched ‘Scream Challenge: Who can scream the loudest? ‘project that invites people to test their vocal prowess while discovering captivating scientific trivia.

The quirky challenge features an immersive screen device where interested passersby must scream the word ‘WATT’ in a microphone for a minimum of five seconds. The names of the top 10 contenders will be displayed on the screen’s leaderboard to commemorate their sonic triumph.

Aside from unleashing their vocal powers, the immersive scream challenge also provides a one-of-a-kind educational experience that marries the thrill of discovery with captivating scientific insights to pique curious minds.

Once the participant finishes the scream challenge, the screen will display fascinating scientific facts about sound and energy. Each of these facts is linked to the centre’s dynamic exhibits, encouraging them to visit the main exhibit.

Science Centre Singapore seeks to inspire people to explore the wonders of science, technology, engineering, and mathematics (STEM) by combining fun activities with educational content.

The scream challenge is part of the campaign to promote Science Centre Singapore’s upcoming UNTAME Festival. The campaign also introduced the adorable STEMling mascot, Watt.

Those who participated in the scream challenge will have the chance to receive discount promo codes that can be used when they attend the UNTAME Festival.

Science Centre Singapore’s immersive scream challenge was first launched at the Orchard bus stop. It will soon make its way to the Paya Lebar bus stop, adjacent to Paya Lebar Station Exit B, to have more people experience the fun of learning science.

Singapore – Dentsu Creative Singapore has partnered the Ministry of Communications and Information(MCI), to develop an integrated marketing communications campaign with a festival as the main highlight, from creative ideation, event activation, to delivering omni-channel experiences for Forward Singapore(FSG), a government-led collaborative effort that has engaged over 200,000 Singaporeans from all walks of life over the past 16 months to refresh Singapore’s social compact.

To promote the festival, MCI and Dentsu Creative Singapore launched a thought-provoking flagship television commercial titled “Our Next Generation”, to foster deeper understanding among Singaporeans about how present choices can significantly shape the future for the next generation. 

Additionally, in a first-of-its-kind collaboration with four homegrown directors, Dentsu Creative Singapore delivered short films that reimagined success, ageing and community as part of the nation’s renewed social compact. The four films are, Beautiful Dreamer by Boo Junfeng, In the Pipeline by K. Rajagopal, The Machine by Siyou Tan, and Masih (Always) by Roslee Yusof.

These film campaigns serve to promote the Forward SG Festival, a roving interactive roadshow that was launched by Deputy Prime Minister and Minister for Finance Lawrence Wong on October 27 at Gardens by the Bay, and will move to various locations across the island in November 2023 and January 2024.

The festival features a roving interactive roadshow with informative panels that outline the key recommendations from the FSG report, as well as interactive experiences such as a Holographic Pledge Booth, a Shared Future Booth, and River, a multilingual virtual identity developed by Dentsu Creative.

Talking about the films, Prema Techinamurthi, managing director at Dentsu Creative Singapore, said, “We are honoured to be part of this meaningful initiative in helping to materialise and share the collective voice of Singaporeans via a visually engaging report and an illuminating campaign. We look forward to future collaborations with FSG in fostering unity and growth through progressive creative concepts and communication.”

Meanwhile, Stan Lim, chief creative officer at Dentsu Creative Singapore, commented, “Our collaboration with a strong cast of diverse filmmakers will help Singaporeans understand the tangible outcomes of our refreshed social compact, in a way that is relevant to our intersecting lives. We hope the films will inspire individuals to work together and build our shared future where everyone can find success on their own terms.”

Madrid, Spain – Madrid Turismo by IFEMA Madrid has officially launched its multi-million Euro campaign initiative that promotes Madrid to the Asian tourism market.

The campaign aims to improve Madrid’s positioning as an outstanding and first-class holiday destination, promote it in long-haul inbound markets, and attract high-value tourists, such as those from Asia.

Spearheaded by the Madrid Experts in Tourism Panel, which serves as the advisory board of Madrid Turismo by IFEMA Madrid, the project will be done under a single brand and in collaboration with the tourism industry of Madrid. With the proposed budget reaching a staggering 36 million euros, the campaign will invest in promotional actions for these long-haul inbound markets until December 2024.

A big part of the campaign is the plan for air connectivity. The project has had conversations with over 10 airlines to establish direct links with strategic destinations in Asia. This will increase the frequency of existing connections and result in the signing of an agreement with Iberia for the new Madrid-Doha air connection to provide 44 new connections in Asia Pacific and 26 in the Middle East. 

Also part of the campaign is the rollout of its promotional activities, which, so far, have been implemented in 16 countries considered preferred destinations for high-value outbound tourism. The promotion will span across major B2B and B2C digital marketing campaigns, campaign sites in 11 languages, the development of branded content pieces in major general and economic media, co-marketing actions with paid media and TTOOs, key opinion leaders (KOLs) and influencer marketing campaigns, presentations at the long-haul inbound markets, and the production and generation of content for the #onlyinmadrid campaign.

Additionally, the digital marketing campaigns will include audiovisual and written content adapted to each specific market and incorporated into social media campaigns, Connected TV, Discovery, Paid Search on Google, and digital presence through native and display ads.

As of now, a total of 20 million euros has already been approved for investment in these five top-tier actions. The budget for these campaigns was distributed by markets and geographic areas to ensure the greatest potential for attracting high-impact international tourism, with the USA and Asian markets getting the highest share.

These campaign initiatives will target high-value markets including the USA, Canada, Latin America, Japan, the Republic of Korea, the Middle East, China, and Southeast Asia.

This project, led by Yolanda Perdomo, director for Madrid Turismo by IFEMA Madrid, is expected to strengthen the Madrid brand internationally, increasing the impact of tourism promotion and marketing activities under the criteria of efficiency, quality, and sustainability.

Daniel Martínez, deputy minister of culture, tourism, and sport, stressed that “Madrid Turismo by IFEMA MADRIOD is a benchmark for public-private collaboration in tourism in Madrid and is already delivering important results”. 

“We will continue to promote this project to intensify the promotion and positioning of Madrid as a tourist destination in distant markets such as North America, Asia-Pacific, and the Middle East,” he added.

Also speaking on the campaign, Almudena Maíllo, delegate for tourism at Madrid City Council Tourism, said, “in Madrid we have made a qualitative leap in our strategy for international promotion. With relevant importance and weight, we are seeing that there has been an exponential growth driven, especially by the North American and Latin American markets, thanks to public-private collaboration”.

Juan Arrizabalaga, managing director of IFEMA MADRID, also added, “Madrid Turismo by IFEMA MADRID is not only strategic for Madrid´s positioning as a preferred destination for high-value tourism at an international level, but also for the different actors that make up the tourism industry and are ambassadors of the Madrid brand. Therefore, we are proud to be at the forefront of the management of this ambitious promotional project and to contribute to it from our position as the main player of business tourism in the country”.

Hong Kong – To showcase the benefits of California-grown citrus amongst Hong Kongers, Sunkist has turned to traditional Chinese medicine (TCM) teachings to showcase its benefits to the locals, amidst a growing number of people moving towards traditional health methods to balance their ‘qi’ (translated as ‘vital’) energy.

To do this, Sunkist has worked with Edelman Hong Kong to look into the opportunities of how citrus can help with their wellbeing, while preserving some of the region’s oldest TCM recipes. 

In this unexpected move away from the familiar stories of Vitamin C, the brand has created the Sunkist Citric Essence, a qi balancing formula, and launched a platform for people to share and preserve their own unique recipes, thereby educating Hong Kongers on the health benefits of the Sunkist Navel orange in the world of TCM.

Sunkist has also enlisted local Chinese Medicine practitioner Dr. Winson Poon, Master of Chinese Medicine from the Chinese University of Hong Kong, to develop this new elixir. 

Said concoction has been designed to battle a modern-day issue in Hong Kong: the ‘seasonal slump’, a weariness and lowering of energy caused by the city’s humidity and constant changes in pressure and temperature, as people move between the airconditioned indoors and the warm outdoors. The TCM-formula was released online as an open recipe for anyone to easily recreate and start enjoying the benefits of California-grown citrus at home.

John Koay, regional executive creative director at Edelman, said, “As we partner with Sunkist to celebrate its 130th anniversary, we are taking inspiration from generations-old traditional Chinese herbology and adding a California-grown orange twist to it – maximising the flavorful experience and health benefits our citrus brings to the table.”

He added, “We hope this modern formula gives consumers a new reason to explore the benefits of Traditional Chinese Therapy and the benefits of Sunkist’s California-grown citrus.”

Meanwhile, Dr. Poon commented, “Wellness is a big trend in Hong Kong, and Traditional Chinese Herbology should be at the center of this. Applying our ancient profession to more modern needs is a way to keep our profession relevant to young Hong Kongers.”

He added, “Oranges, when paired with the right ingredients, can regulate qi-flow to remove dampness from the body and aid digestion. Inspired by traditional folk wisdom and modernised Chinese medicinal knowledge, we are reimagining the California-grown orange, unlocking its full benefits for Hong Kongers to combat the hustle and bustle of the city.”

Bangalore, India – Indian energy solutions brand Luminous Power Technologies has launched a new campaign this Diwali that takes their philosophy of illuminating lives to the masses. Conceptualised by Grey India, the campaign was launched with a heartwarming film that highlights the difference such gestures can make in the lives of those around us.

The campaign via Grey India captures the essence of Diwali and shows the importance of spreading light and happiness in the lives of others, as Luminous urges India to make this Diwali about celebrating the spirit of giving and making a difference in someone’s life.

The campaign film features a father who works hard as a driver and takes errands to get his daughter through school, in which she’s having a bit of difficulty studying at night since power outages are common. Then the father’s boss helps him out by giving him a proper alternative light source for this Diwali, literally bringing light into their lives. 

Talking about the campaign, Neelima Burra, chief strategy and transformation officer at Luminous Power Technologies, said, “Luminous has always been at the forefront of innovation and social responsibility. The campaign highlights our deep commitment to lighting up not only homes but also lives to dream bigger and achieve higher. In a country where long power outages are common, we remain dedicated to lighting up lives in India.”

“This Diwali, let us join hands to express our gratitude and spread the joy of giving. Together, we can make this Diwali truly special by spreading light, happiness, and hope, ensuring that the light of progress reaches everyone, even in the darkest hours,” she added. 

Meanwhile, Anusha Shetty, chairperson and group CEO of Grey Group India, commented, “Power Cuts are real in India, and living in larger homes with inverters and solar solutions, we sometimes miss seeing a reality. Many of us already help with fees and clothes, but our extended family requires a bit more power in their lives. I am glad we could partner with Luminous on this Diwali vision.”

Thailand – KFC commemorated the ‘KFC celebrated Colonel’s 9.9 Birthday’ by launching a ‘Billion Heirs’ inheritance giveaway. The event included a tribute to Colonel Sanders’ prospective heir of 2.4 billion Baht. People from all over Thailand flocked to KFC restaurants to claim a piece.

The campaign sparked interest in every community in the pursuit of wealth. The “Billion Heirs” initiative, which promised an opulent 2.4 Billion Baht giveaway, including a Toyota Yaris Car 1.2 Sport and 8 million discount vouchers, ruled billboards, newspapers, television, and online platforms.

Speaking about the campaign, Suhayl Limbada, chief marketing officer of KFC Thailand, said, “The results were astounding. The campaign’s triumph was attributed to its simplicity, increased winning opportunities, and distinctive communication approach. Our KFC customers and fans brought the energy and excitement, making it the biggest lotto marketing campaign in Thailand.”

“KFC Thailand would like to extend a heartfelt thanks to every participant and congratulate all our heirs for helping us make this campaign a resounding success; this is a testament to KFC’s commitment to delivering unmatched exhilaration and joy to customers – and we certainly won’t stop at a Billion,” Limbada added. 

Meanwhile, Park Wannasiri, chief creative officer of Wunderman Thompson Thailand, commented, “We tailored the narrative to suit the Thai tradition of fortune-telling and we thought, why not make Colonel Sanders’ 2.4-billion-baht fortune the star of the show. This was an impactful strategy, ultimately allowing all Thais to become ‘Colonel’s heirs’. We created an enjoyable, thrilling experience, granting everyone the right to become ‘Colonel’s heirs’, with a simple and affordable purchase of the KFC menu starting from 99 baht.”

Auckland, New Zealand – Mobile company 2degrees and advertising agency TBWA\New Zealand have partnered to launch a new programme that teaches kids the good and bad ‘tings’ about their first phones.

The programme is designed to provide children and parents with the tools and resources to understand the risks and rewards that come with owning a phone and going online.

In this new programme, ten key things (tings) were identified as essential for first-time phone owners to learn. These things are translated into a specially designed box that unveils a new lesson on phone safety when each layer is peeled.

The box then ends with an agreement for kids and parents to support each other as they navigate changes in phone usage in the future. This unboxing experience for kids and parents is available for free at 2degrees, as the company recognises that a huge number of parents worry about their kids’ safety online when using mobile phones.

Together with the free first phone boxes, the programme also releases a track that is available on Spotify and a music video on Scrufizzer’s YouTube channel. It is a specially written grime track promoting the ‘Good Tings and Bad Tings’ about phones and online safety.

It is also accompanied by an information hub available online as well as educational content on how to use the boxes with any new phone size or any hand-me-down phones.

The programme is also backed by New Zealand-based online safety experts, Netsafe.

Dave Pearce, GM of Marketing at 2degrees, said, “As a major telco and the telco known for fighting for fairness in New Zealand, we recognised we have both a responsibility and a great opportunity to help parents and children have conversations about being safe online. I’m also a dad with kids moving into First Phones territory, so it was also an issue we were navigating at home.”

He added, “We wanted to create a programme that was easily accessible and engaging. We wanted to speak to kids on their own terms and be part of the exciting moment when a kid is handed their first phone, whether it’s new or a hand-me-down phone.”

Speaking on the programme launch, Shane Bradnick, chief creative officer at TBWA\New Zealand, also shared, “Grime is an artform that’s all about speaking the truth and is a genre that’s gaining more and more attention in New Zealand. It’s the cultural language of youth, which is why we chose to use it to spread our First Phones message to the next generation of New Zealand phone owners. We also identified that unboxing your first phone is as much of a milestone as your first day of school or driving your first car. So, being part of that unboxing moment to help kids and parents remember the 10 ‘tings’ and agreeing the right boundaries for their first phone usage is really important. THINK packaging worked with us to turn a first phone unboxing into a unique learning experience.”

“The experience teaches the ten things, provides a contract for parents and their children to agree on around their phone use, and stickers with reminders for kids to sticker bomb their tech with. This is making information that’s usually hard to discuss fun and engaging for kids and adults. I know how hard it is to get through to kids about how risky it can be out there, but it’s important that the “don’t talk to strangers” chat we all had as kids applies to the online world now too,” he added.

Meanwhile, Sean Lyons, chief online safety officer at Netsafe New Zealand, said, “With 87% of parents worrying about what their kids are viewing online, smartphone safety is a major concern. Getting your first phone is an exciting moment, but also marks a time when you’re likely to start getting unrestricted access to the internet, phone calls, and text messages. It’s critical we educate kids in a language they understand and bring parents and children together to have the right conversations about online safety at the right time, before smartphones start being used.”

Mumbai, India – McDonald’s India (West and South), owned and operated by Westlife Foodworld Ltd., has launched its first-of-its-kind ‘EatQual 2.0’ initiative that makes McDelivery more inclusive with a new colour-blind-friendly ordering platform.

The campaign initiative aims to make food ordering more enjoyable and easy for colorblind consumers in India.

In this new initiative, McDonald’s India launched a new feature on its McDelivery app and website that uses a special algorithm to display the menu in colours that are appropriate for the user. The new feature will help colour-blind people see the real colours of the food and drinks, helping them make more informed decisions about what they want to order.

The newly updated feature can be accessed by users when they update the McDelivery app and website. Individuals who are colour blind can select from three colour enhancement options: ‘green-red’,‘red-green’, and ‘blue-yellow’

Also included in the campaign is the release of a heartwarming brand film that will give the viewers a perspective on colorblindness and explain how this feature on McDelivery will help consumers with colorblindness improve their experience of viewing their food on the McDelivery app and website before placing an order.

To ensure a wider reach of the campaign, McDonald’s India has partnered with stand-up comedian and influencer Kenny Sebastian, who also has colorblindness. They also tapped advertising company DDB Mudra, who has been present since EatQual’s inception, to strengthen this global purpose platform around inclusion.

The fast food chain’s new campaign is rooted in the idea that there are a huge number of people in India who are actually colorblind but go unnoticed. This campaign is an extension of their EatQual initiative in 2020, which aims to improve accessibility and inclusivity for people with various disabilities.

The brand launched the initiative on World Sight Day, raising awareness about the campaign through a panel discussion featuring renowned ophthalmologist Dr. Hemalini Samant, Mr. Aniruddh Kothari, a photographer who is also colorblind, and Mr. Arvind R.P., Chief Marketing Officer, McDonald’s India (W&S).

Speaking on the campaign, Arvind R.P., chief marketing officer at McDonald’s India (W&S), said, “We at McDonald’s are on a mission to make delicious feel-good moments easy for everyone, and we literally mean ‘everyone’. Born from this mission, our EatQual campaign underscores our commitment to breaking down barriers, ensuring that every customer is able to access the brand easily, feels welcome, and has a great experience every time they choose to eat with us.”

“Recognising that we ‘eat with our eyes first’ and acknowledging that colorblindness is a widespread reality, we took the initiative to make our McDelivery app and website more accessible. We hope those with colorblindness will enjoy using this new feature to see the crave-able visuals of their favourite iconic products before ordering, just like all other consumers,” he added.

Rahul Mathew, chief creative officer at DDB Mudra Group, also shared, “We’ve always believed that EatQual is more than just a campaign; it’s a journey that McDonald’s is on. With every intervention, we hope to enhance the eating experience, making it a little more equal for everyone. That’s why we work closely with the community to help us understand what they might be missing and how we can bridge that gap.”

Meanwhile, on the partnership, Kenny Sebastian said, “I feel really happy to partner with an iconic brand like McDonald’s on this initiative that makes its services more inclusive and easily accessible to colorblind people like me. I am sure the McDelivery experience will now be easier to navigate through. I look forward to using the feature to view delicious food images on the app before making my pick”.