Tag: Campaign

Taiwan – Uber One, a subscription-based membership program that offers savings and deals across Uber and Uber Eats, made its debut with an engaging campaign collaborated by Special and the local creative agency, Whatever.

The “Never Eat Dirt Again” campaign plays on the phrase “I have to eat dirt now,” which is frequently uttered by Taiwanese people who are experiencing financial hardship, especially while waiting for their paycheck.

To remind Taiwanese who are looking for value that they will never have to consider eating dirt again because of Uber One’s member savings and exclusive deals, which are all accessible at their hands, Special reverse-engineered the culturally resonant insight and created a series of humorous scenarios.

The humorous creative elements of the campaign show people on the verge of consuming dirt that appears to pour out of various household appliances, such as refrigerators, microwave ovens, toasters, rice cookers, cabinets, and even cereal boxes, only to realise the financial advantages of Uber One.

Speaking about the campaign, Shiny Lee, Creative director of whatever, said, “In Taiwan, there’s a local phrase, ‘I’ll have to eat dirt’, for when you’ve run out of money at the end of the month. It’s a light-hearted metaphor people use when they can’t afford fancy food. Luckily, with the great savings and deals on Uber One, you’ll never have to eat dirt again.”

Meanwhile, James Sexton, creative director special of Uber APAC, remarked, “Leveraging a well-known saying allowed us to position Uber One in a culturally relevant way, and the literal portrayal of a world where people are about to eat dirt, further leans into the brand’s willingness to not take itself too seriously.”

Melissa Chen, Uber Eats head of marketing, expressed, “I am so proud of “our dirty baby” birthed by the best crew of local and international talent. We are able to infuse the power of an established cultural vernacular to our creative ambition and our mission to serve Taiwanese’ desires in getting the best savings and value with Uber One.” 

Singapore – LKY: THE EXPERIENCE is an immersive exhibition commemorating the late Lee Kuan Yew’s 100th birth anniversary. This captivating experience, created by Lucid Experiences in collaboration with TRCL and the Community Chest, was launched on October 6, 2023, along with the launch campaign ‘Uncover the person behind the name.’

This interactive journey includes more than 20 rooms, each of which reveals a different chapter in Lee Kuan Yew’s life, shedding light on lesser-known aspects of him as a child, a student, a husband, and a statesman.

The campaign’s creative direction is led by GOVT Singapore, which collaborates with PR agency AKA Asia, digital media agency JOLT Digital, and Kinetic Singapore for the visual design of the experience.

Similar to the experience, “Discover the man behind the name” draws attention to the well-known politician’s lesser-known sides by posting obscure facts about him on bus shelters all over Singapore as well as on digital and social media platforms.

These bits of trivia are unveiled at bus shelters near important locations in an effort to pique interest in Lee Kuan Yew’s character traits. For instance, information about his favourite foods is displayed close to restaurants, while details about his exercise regimen are displayed at bus stops close to the Istana, where he frequently runs. The immersive experience then encourages viewers to learn more about Lee Kuan Yew.

Speaking about the collaboration, Foong Min Mei, business director of GOVT Singapore, said, “When Lucid Experiences first approached us with the opportunity to collaborate, we were very inspired by the team’s ambition to recreate Lee Kuan Yew’s life story. One that has been told many times and across generations. But this time around, through one’s own lens of Lee Kuan Yew’s personal memories and life moments beyond his political career as a founding father and first prime minister of Singapore.” 

He added, “It is a project very close to our hearts, as fellow Singaporeans coming together to tell the story in a way that we too hope will inspire and intrigue many others.” 

Meanwhile, Tan Weiting, CEO of Lucid Experiences, said, “We’ve been hearing good things about GOVT for a while now, so when we started looking for a creative agency to help get the word out for our experience, we got in touch to see if it was possible to work together. Our early conversations gave us confidence that they were the right partners to help us share this important Singapore story.” 

“While working together, we also found them to be equally passionate about the project and its details. We are excited that we were able to engage GOVT and can’t wait for everyone to see the campaign!” Weiting added. 

Manila, Philippines – Colgate-Palmolive is speaking out against smile shaming on World Smile Day Through its #FreeYourSmile campaign, which aims to highlight the value and beauty of every smile.

This initiative is important because of the benefits that smiles provide to society’s health, mental well-being, and social cohesion. The region-wide campaign marks the start of Colgate’s efforts to address this complex issue for society and promote tangible positive changes.

Smile shame is associated with various traits in various markets, reflecting various perspectives on what makes a beautiful smile. The arrangement of one’s teeth is primarily associated with Smile Shame in the Philippines, scoring significantly higher than other possible associations.

#FreeYourSmile is the first step in Colgate’s journey to promote all smiles and combat Smile Shame, with more initiatives in the works. This movement represents Colgate’s desire to encourage people to express themselves confidently and openly, regardless of perceived flaws.

Colgate launched an independent study across the Asia Pacific region to combat smile shame and promote the benefits of smiling in society. Colgate commissioned the Colgate Smile Study 2023, which revealed that 94% of respondents across Asia express a strong desire to be able to smile more openly. The Philippines, along with Taiwan and Thailand, tops this list, with 98% of respondents indicating an eagerness to smile without inhibitions.

In the Philippines, 95% of people believe they have the freedom to smile whenever they want, but 18% refrain because they are self-conscious about the appearance of their smile, which is in line with the Asia Pacific average.

Speaking about the campaign, Yves Briantais, executive vice president, marketing Asia-Pacific, Colgate-Palmolive said, “Smile Shame is especially prevalent in Asia Pacific and this must change. At Colgate, we are on a mission to free people from the constraints of Smile Shame to truly embrace their own unique smiles. We believe brands have the power to challenge unrealistic beauty standards and promote authenticity. This World Smile Day®, Colgate is leading the charge by celebrating all smiles.”

Ho Chi Minh, Vietnam – Mondelez Kinh Do and Publicis Groupe Vietnam have joined forces on a new ‘One Day of Togetherness’ campaign that calls for employers to give one full day off for families to celebrate Tet Trung Thu together.

The campaign, created by Publicis Groupe Vietnam, revolves around the 400-year tradition of the Tet Trung Thu celebration that is slowly being buried and forgotten as many people began to prioritise work and business over celebrating with their families, especially since it is not a national holiday.

Tet Trung Thu, or mid-autumn festival, is the second-biggest festival in Vietnam, where the moon is at its brightest and crops are fully harvested. Traditionally, families come together to give thanks, light lanterns, and eat mooncakes together as parents make up for lost time with children after harvest seasons.

To kickstart the campaign, Mondelez Kinh Do, makers of Kinh Do mooncakes, gave their 3,000 employees a day off to celebrate the festival with their families. The company also delivered special boxes of their 25th anniversary mooncakes with personal letters to leaders of leading companies in Vietnam to invite them to join the move to give employees a day off.

Already, thirteen companies have pledged to follow suit. Publicis Groupe Vietnam also gave all their employees a day off to celebrate the festivities. 

The ‘One Day of Togetherness’ campaign is rooted in the results of a survey where 92% of Vietnamese wish they could have one day off to celebrate this festival with loved ones. Currently, almost 300,000 Vietnamese have voted on the petition on the Kinh Do platform to declare Tet Trung Thu a national holiday.

Anil Viswanathan, managing director at Mondelez Kinh Do Vietnam, said, “We discovered that deep inside the hearts of every Vietnamese person is the wish to have a whole day to celebrate the mid-Autumn Festival with loved ones. To keep this festival alive, on the occasion of the 25th anniversary of Kinh Do Mooncakes, we gave all our employees in Vietnam the day off, and we hope other organisations in Vietnam will follow suit. Happy Trung Thu! ” 

Commenting on the campaign, Kate Bayona Garcia, CEO at Publicis Groupe Vietnam, also shared, “This initiative is truly meaningful to the preservation of Vietnamese culture and to the wellbeing of our people. Last Friday, we were out-of-office and away from the keyboard, lighting lanterns and enjoying Kinh Do mooncakes with the people we love. Together with Mondelez Kinh Do, we are proud to be part of a movement to keep Vietnam’s mid-autumn festival alive.”

Singapore – On-demand delivery platform Lalamove launches the ‘Make a Pawfect Move’ campaign to allow users in Asia and Latin America to help abandoned pets by donating their loyalty points.

Lalamove also partnered with SOSD, an animal shelter based in Singapore that rescues, rehabilitates, and finds new homes for stray dogs, granting them a renewed chance for a better life.

Through this new campaign, users can send their love to furry friends at SOSD by registering as members of Lalamove Rewards and accumulating LalaPoints. With a minimum of 1,250 LalaPoints, SDG5 will be donated to SOSD to provide two nourishing meals for a furry companion.

Lalamove’s ‘Make a Pawfect Move’ campaign is an extension of its ‘Deliver Care’ initiative. The campaign aims to better the lives of abandoned dogs through donations while also helping to support their shelter ‘paw-rents’ who pour their hearts into keeping the group running at SOSD.

Joining hands with pet lovers, Lalamove is encouraging everyone to join the cause and spread the word to paws-itively donate their LalaPoints to create a tail-wagging, paw-fect world for furry companions.

Alex Lin, managing director at Lalamove, said, “In recent years, the number of pet owners, particularly for dogs, in Singapore has surged from 70,000 in 2019 to 87,000 in 2022. This growing affection for pets signifies a shift in how people perceive their furry companions, treating them as beloved family members. We, like many Singaporeans, share this love. That’s why a ‘Pawfect Move’ is exciting, as it brings together our Lalamove users with a passion of ours to help pets in need. Lalamove consistently supports various aspects of pet life, including delivering essentials to our vast partner network of pet suppliers.”

“With the collective support of 57,207 active Singaporeans in our Lalamove Rewards Programme and our partnership with SOSD, we hope to raise awareness about animal welfare and create a positive impact in the lives of our beloved furry friends,” he added.

Meanwhile, Magdalene Eng, head of outreach and fundraising at SOSD, also commented, “Lalamove’s generous support will empower us with essential resources and supplies to enhance the living conditions and medical care for our rescued pets, ensuring they receive the highest level of care during their journey to adoption.”

APAC – Tinder and its parent company, Match Group have released their latest ad campaign featuring Mean Girls actor Jonathan Bennett to help remind users how to avoid online financial scams and toxic behaviours. 

The campaign follows Tinder’s recent in-app safety messages that rolled out across Southeast Asia as well as the public awareness campaign Match Group launched in January to help remind users of ways everyone can protect themselves from online scams.

In the campaign, Bennett reminds audiences to be aware of how the people you meet through the app can sometimes be romance scammers and toxic manipulators, portraying examples such as ‘love-bombers’, ‘money seekers’, and ‘posturers’. 

Talking about the campaign, Bennett said, “Fans have a lot of fun celebrating all their favourite memes and quotes every October 3, but it’s also important that we can take this day to acknowledge some important lessons about how we interact with others online. We want everyone to continue to recognise this day, while also being more aware of the types of common behaviours of online scammers to watch out for.”

Stephanie Danzi, SVP of global marketing at Tinder, also mentioned,  “At Tinder, we are proud to lead on safety efforts and create campaigns that are both beneficial and culturally relevant that can help drive more awareness and make dating safer on our app and across online platforms.”

“On World Romance Scam Prevention Day, we are educating our users of all ages on ways to protect themselves, so they do not fall victim to online fraudulent scams,” she added. 

Meanwhile, Kathy Waters, executive director, Advocating Against Romance Scammers, commented, “Advocating Against Romance Scammers created this day to help bring together every global entity affected by the scams to increase awareness and help others understand the severity of the controlled manipulation in order for the fraud to succeed. We appreciate that Match Group and Tinder have joined our efforts and are doing their part to help raise awareness for their users on their platforms.”

Kuala Lumpur, Malaysia – Home improvement retailer MR. D.I.Y. partnered with creative agency FCB SHOUT for its latest ‘Big and Small, MR. D.I.Y. Has It All’ campaign to showcase the brand’s sizable diversity in offerings.

The collaborative campaign features a giant inflatable MR. D.I.Y. iron floating in the middle of Kuala Lumpur’s Titiwangsa Lake Park. The giant installation is also accompanied by other miniature installations of MR. D.I.Y. products.  

With this eye-catching campaign, the brand aims to show its commitment to offering a range of daily essential items that come in all sizes.

Aside from the giant and miniature installations, the campaign also features a series of digital billboards that parody other ads to demonstrate how MR D.I.Y’s impressively diverse range of products can fulfil everyday needs. 

Titled ‘Kecil Dan Besar, MR. D.I.Y. Ada’, the campaign will run across all media channels, including ATL, BTL, and social media. 

MR D.I.Y’s giant inflatable iron was also recently recognised by Malaysia Book of Records as the ‘largest inflatable iron in Malaysia’. 

Speaking on the collaboration, Alex Goh, head of marketing at MR D.I.Y., said, “MR D.I.Y. is a one-stop-shop for all our customers’ needs, no matter the size. Our product range includes small items like batteries, padlocks, and key chains, as well as larger items such as vacuum cleaners, inflatable pools, and foldable stairs. We offer affordable prices and have different store formats to cater to the needs of our customers in smaller towns and major cities. Our stores serve people of all ages, from babies to retirees. It’s a big promise to make, and one that we are very proud to be able to deliver.”

Meanwhile, Jonathan Chan, creative director at FCB SHOUT, also shared, “Every MR. D.I.Y.store is this terrific treasure trove of daily essentials and products that effectively transcends the brand from a hardware store to a proper superstore, so we wanted to make sure that our campaign reflected that in the most interesting way possible.”

“So, every creative asset in the “Big And Small, MR. D.I.Y Has It All’ campaign, including the giant installations, was not just a senseless spectacle to get consumers talking about MR. D.I.Y, but crucial pieces of a narrative designed to make them remember what the brand truly offers. And we’re proud to work with a homegrown brand loved by Malaysians,” he added.

Australia – Johnnie Walker, the official partner and sponsor of AFLW, has partnered with Leo Burnett Australia for its ‘Keep Walking Boldly’ campaign, which celebrates the progress made in women’s sports through the launch of a handcrafted boot collection.

In this campaign, five pairs of unique footy boots inspired by past icons of the women’s game will be gifted to current players in the AFL to inspire them to ‘Keep Walking Boldly’.

The boots represent the resilience, courage, and bravery of the women who have walked before them and tell the stories of progress that got the game to where it is today.

The boots are designed by artisan shoemaker Matea Gluščević from Naarm/Melbourne and will be gifted by Nicole Livingstone, AFL general manager of women’s football, to rising stars GWS Giants player and Olympic gold medalist Chloe Dalton, Hawthorn’s Emily Bates, Brisbane Lions’ Ally Anderson, and Collingwood’s Ashleigh Brazill at a media event at RSEA Park in Melbourne.

The four female recipients represent the next generation of female AFLW players, and it is hoped that they one day pass the boots on as the game progresses.

The campaign is also supported by a film directed by Good Oil’s Renée Mao. It documents the stories of the women’s game and features sporting icons like Debbie Lee and Erin Phillips talking about their experience growing up playing a game that was never’meant for them’.

Shot on location in Sydney and Melbourne, the film campaign uses never-before-seen archival footage, tracing the history of women’s football in Australia. 

The integrated campaign, a reinvigoration of Johnnie Walker’s ‘Keep Walking’ philosophy, will run nationally across digital, social, OOH, and influencer channels, with PR led by Leo Burnett’s Publicis Groupe stablemate Herd MSL.

Jodi McLeod, marketing manager at Johnnie Walker, said, “Keep Walking has been an incredible rallying cry for progress for more than two decades now. Johnnie Walker is committed to continuing its support of the trailblazers who push for progress every day by partnering with those who took bold strides and those who will continue striding to push Australia forward. These boots are a homage to the 150 years that it took for a women’s footy competition to be established and a celebration of the eighth AFLW season.” 

Meanwhile, Rosie Stone and Stacey Karayannis, associate creative directors at Leo Burnett, also added, “When we look at the pages of sporting history, we seem only to acknowledge the giants of the game – the top scorers, the record-breakers, the superstars. What’s rarely recognised, though, is the incredible strength and decades of determination it takes to get women’s sport onto the field in the first place. With the AFLW still in its professional infancy and with so much progress to be made, we wanted to celebrate the wins we’ve had along the way and shine a light on the women who walked the game to where it is today.”

Kuala Lumpur, Malaysia – Global communications network Grey Malaysia and home wellness specialists Coway have joined forces to launch the ‘Rest with Coway’ campaign that centers on Malaysians’ dreams and resting patterns. 

The new campaign is part of a nationwide study on Malaysians’ dreams and resting habits. It also aims to educate and assist people in achieving quality rest in their everyday lives. 

‘Rest with Coway’ is divided and released into two phases. In phase one, Malaysians are called to participate in the study centred around their rest habits and invited to share the details of their dreams. The data gathered is then dramatically visualised into unique AI-generated artwork.

During the course of the campaign, a professional psychologist is present to guide the process as the agency collects the subsequent data and insights to be used for the campaign’s second phase.

For phase two, a microsite is launched where people can search and discover the gallery of dreams from the public, learning and discovering the importance of a relaxed body and mind. Furthermore, selected AI visualisations of the dreams will be used in social, digital, OOH, and DOOH to drive the campaign.

The insights from the study will be data-visualised and geo-located so that one can see what people in their location have been dreaming about. With this, the campaign is expected to drive further engagement, buzz, and conversation. 

As part of the collaboration, the campaign will also create a platform for a new series of Coway products that hopes to address Malaysians’ ‘rest’ challenges, giving them an easier way to start their night on a perfect note. 

The team collaborated with production company Directors Think Tank to produce a film that unveiled survey insights and restful solutions to the challenges of having a good rest. The film also features Coway’s brand ambassador, Mira Filzah, joined by Coway customers as their dreams are visualised and brought to life with the help of generative AI.

The ‘Rest with Coway’ campaign also includes a once-in-a-lifetime contest, which gives Malaysians the chance to win one of five exclusive prizes: a private island escape, a K-pop experience trip, a day with brand ambassador Mira Filzah, a dream cash prize, and a full dream experience.

Ryan Jung, head of marketing and education division at Coway Malaysia, said, “Have you ever experienced days when you wake up after a night’s sleep feeling less than refreshed? We found out that a huge 78% of Malaysians are not well rested at night, something we aim to improve by better understanding the dynamics of rest. We wanted to uncover its root causes to offer tailored solutions to help Malaysians attain the rest they truly deserve, whenever needed.”

Speaking on the campaign, Heng Thang Wei, executive creative director at Grey Malaysia, also shared, “Dreams, we all have them, yet we know so little about them. Turning dreams into graspable imagery allows us to delve deeper into understanding the wondrous minds of Malaysians while opening up a completely new conversation about their resting and sleeping habits. This nationwide study showcases Coway’s commitment to staying at the forefront of innovation and continues to change the lives of Malaysians in every facet.”

Meanwhile, Graham Drew, chief creative officer at Grey Malaysia, also said, “Generative AI can do amazing things, but where it really comes to life is when it allows us to do things that simply weren’t possible before, like visually portraying the magical world of dreams that until now has only existed in our head. With the Coway Dream Study, we are revealing new sides of our humanity and using that data to visualise unique insights into the realm of rest that Coway can actively use to educate and innovate future products and services.”

Singapore – Experience and travel services platform Klook launched its ‘Klook Kreator Program’ to inspire people to invest in travelling and unique experiences. 

‘Klook Kreators’ is an industry-first influencer affiliate program with social media at its core that aims to inspire people to travel through its social media campaigns.  

The program will enlist over 1,000 influencers who are expected to release fun travel content on their own social media accounts to encourage the next generation of travelers to invest in trying unique experiences. 

The program comes as Klook doubles down on its social content marketing expertise as part of its 9th anniversary. The company is redirecting its advertising budget from conventional media channels to digital content creators in what would be the brand’s first social and user-generated content (UGC)-powered online sales campaign. 

Klook’s 9th birthday coincides with the year-end travel season, which inspires its travel festival offerings. The company’s celebration giveaways will include deals and discounts for tickets across 14 destinations worldwide, joy saver vouchers for trip bookings, and a trivia travel game in exchange for an all-expense-paid trip in Asia, all with the aim of encouraging people to travel and satisfying their wanderlust. 

The company’s extravagant giveaways and promotions are also tied to the remarkable growth in annual gross booking value, which totals $3b. Klook has witnessed a threefold increase since 2019, despite the pandemic restrictions. 

Eric Gnock Fah, COO and co-founder at Klook, said, “We’re witnessing a profound shift in how the next generation of travelers find inspiration for their holidays. This transformation is no longer a trend, it’s the new normal, especially among Gen Z travelers in Asia Pacific who heavily rely on social media. To meet this demand for authenticity and immersive experiences, we’re significantly increasing our investment in digital content creators.” 

He continued, “Our focus isn’t just on any content, it’s about diving deep into user-generated content that’s mobile-friendly, snackable, authentic, and highly shareable—everything that ignites wanderlust and enhances travel experiences. As authenticity now shapes the way we travel, our aspiration is to build the world’s largest social travel community, facilitating exploration and discovery of destinations and experiences.” 

Speaking on the company’s remarkable growth, Ethan Lin, CEO and co-founder at Klook, also shared, “2023 is proving to be a record year of Travelsilience, where travel and resilience intersect. While we are in the early stages of travel recovery in Asia Pacific with persisting constraints in flight capacities, we’ve achieved astounding growth. Travelers are showcasing their resilience, and our business has surged threefold, primarily driven by a remarkable increase in spending—soaring by over 30% on our platform.”

“This growth is underpinned by the diverse variety of additional products and services we’ve introduced, ranging from rail and car rentals to staycations and even more unique experiences. We anticipate that by 2024, as flight capacity fully recovers and travel becomes more affordable, it will unlock even greater demand, further solidifying our position as the region’s leading experience-first platform,” he added.