Tag: Campaign

Singapore – Global hotel company Club Med is putting a strong emphasis on its lifestyle allure, transforming the concept of escapism into a destination through its latest advertising venture,named “That’s l’Esprit Libre.” This campaign not only refreshes Club Med’s image but also emphasises its modern visual identity.

Club Med is rebranding with the tagline “That’s l’Esprit Libre” to reflect its heritage and global presence. Their new campaign addresses the social aspects of travel and vacation experiences by combining a stylish, lighthearted tone with a modern aesthetic.

Commenting about the brand’s revamp, Quentin Briard, Club Med’s CEO of marketing, digital and technologies, said, “With our complete creative overhaul, Club Med is entering a new era aligned with our premium and lifestyle positioning.” 

l’Esprit Libre means having peace of mind and living a different way of life that elevates and enhances the ordinary. “That’s l’Esprit Libre” highlights those special times when we truly unwind while on vacation, letting go of the stresses of everyday life to rediscover what really matters. It urges us to rediscover the easy joys and find contentment in the here and now.

Meanwhile, Jules Renault, director of Soldats Agency, said about the commercial, “It’s anything by a typical commercial. It’s meant to be like a celebration – playful and fun. There’s irony and attitude in the voiceover’s narration, addressing an audience that’s not gone on vacation yet.” 

Japan – Global online dating and matching app Tinder unveils a brand new campaign titled “愛は他人と” (Love is with others) that aims to encourage single young adults in Japan to try online dating in seeking out new possibilities in life.

The campaign celebrates young single Gen Zs as they embrace online dating to find friendship, love, or community. It also encourages them to look for joy, laughter, and even sadness with someone else to make every day special. 

Tinder’s “愛は他人と” campaign will also feature celebrated Japanese influencers like comedian Yuriyan Retriever, businessman and talent ROLAND, video creator Kemio, and model Michi. 

The influencers will be joining the campaign to introduce young Japanese singles to the world of digital dating by speaking about their own unique online encounters. Throughout the campaign, the four of them will be supported by people of all ages and genders who have had diverse experiences and unique encounters by being open to meeting someone new and spreading the message of “愛は他人と” in their own words and expressions.

The online dating app’s campaign is anchored on its latest surveys of Japanese adult singles ages 18–29.

Young adults in Japan today are embracing new experiences, connections, and self-discovery. 

According to the survey, young Japanese singles are choosing online connections over traditional matching to meet new people, and this is reflected in the data, with 52% of Gen Z matching app users in Japan saying that they are interested in seeing who they might meet on matching apps, and more than one-third (35%) saying that they use matching apps to find a long-term partner with the intention of marriage. 

The data also showed that the number of young adult singles in Japan between the ages of 18 and 29 who say that they have recently gone on a date with someone they met on a matching app has more than doubled. 

The app further revealed that 40% of Japanese Gen Z users on Tinder say that they are looking for a long-term relationship. 

Qu Zhao, country manager at Tinder Japan, said, “Young singles in Japan are choosing to come online on Tinder to find new possibilities in matching whether it be friends, romantic love, or community. They are questioning traditional views and are embracing experiences on their own terms with their own expressions and their own meaningful encounters.” 

Qu further adds, “With this new campaign ‘愛は他人と’ , Tinder celebrates the power of making a new connection on the app to share experiences with others in a fun and safe way.”

Kuala Lumpur, Malaysia – Mediabrands Content Studio (MBCS), the media-fuelled creative content practice within the IPG Mediabrands network, has released PETRONAS’ festive film that commemorates the upcoming Merdeka and Malaysia Day celebrations.

PETRONAS’ new film is anchored on their festive theme of the year, ‘Roots of Our Future’, which highlights and embeds the richness of heritage, customs, and culture into all the festive films of 2023.

The film, titled Rai, honours the many significant things that have progressed in Malaysia since independence. Rai means to celebrate, which is in line with the film celebrating love, legacy, and lagu (song) sudirman for Merdeka and Malaysia Day.

Set with the 70s and 80s as a backdrop, Rai is a love story at heart that will showcase the remarkable journey of PETRONAS through the decades. The interracial storyline follows Amir with his small-town innocence as he joins PETRONAS in the big city, his friendship with Maniam, and his infatuation with Ah Moi, amidst a fast-changing Malaysia.

The film features local actor Faizal Hussein, popular in the 80s, as the older Amir and was directed by Kabir Bhatia in collaboration with Mastermind Group as the production house.

The film also features the late Datuk Sudirman Arshad’s song titled Warisan, meaning legacy, heritage, or bequeath. The concert by the famous Malaysian singer will serve as another central narrative in the film. 

Well-known in local history for uniting Malaysians of all races and religions, the icon organized a free mega concert at Chow Kit Street that was attended by over 100,000 fans across Malaysia and featured songs across all local and national languages. 

Iskandar Putra, group business director at MBCS, said, “The 70s and 80s was a time of immense transformation in Malaysia. Cities were blossoming with the advent of capitalism, industrialisation and commercialisation, and PETRONAS was at the very heart of our nation’s evolution. We wanted to show the resilience of our people and the strides we’ve made, not just economically, but with our thinking and harmony.”

“Using Sudirman’s concert was significant in our storyline, as music unites, and love transcends all. The song we used was also a special nod to Malaysia and PETRONAS, as all that has come before us is a legacy for future generations. Everyone from an older generation would recognise that cassette tape, and we’ve come a long way from then to now, where our future possibilities are limited only by our imagination,” Iskandar added. 

Singapore – Singapore’s Agency for Integrated Care (AIC) has launched its ‘You Already Care’ campaign, which aims to revamp community care roles to meet demands of mature workers and ITE students who found renewed motivation in pursuing meaningful, impactful work.

Developed in partnership with The Secret Little Agency, AIC launched its campaign with the goal of shedding light on the one universal requirement which a career in community care needs.

You Already Care was created with the aim of demystifying misconceptions surrounding community care jobs, reiterating to Singaporeans the simple truth behind the qualifications necessary to work in community care – you simply just need to care.

Commenting on the campaign, Eva Lim Sng, director, integrated communications and marketing department at Singapore’s Agency for Integrated Care, said, “We understood that for many, a career in community care can appear daunting. We knew that it was necessary that we break down the barriers and preconceived notions people had about such careers. Care is already inside all of us; we hope through this campaign, more and more people heed the call and feel inspired to build fulfilling careers in community care together with us.”

Meanwhile, a spokesperson from The Secret Little Agency commented, “Our campaign was inspired by the everyday acts of care we observed in our daily lives – from giving up your seats in the MRT, to friendly chats with strangers – these very human habits and quirks were our proof of the skills that everyone had in them to join a career in care.”  

“We always joke that a campaign has truly made its mark when it starts circulating like wildfire in the WhatsApp groups of our older generation. The fact that in just a couple of weeks we’ve found it making the rounds, was enough validation that the campaign has captured the hearts and attention of future community care professionals,” he added.

The campaign will run till September 2023, with placements all over the country; from out-of-home placements at bus stops, train stations, kopitiams, to digital and social, and even radio commercials.

Singapore – Etiqa Insurance Singapore, a life and general insurance provider, unveiled its latest brand campaign, ‘With You for the Ride’, which aims to ignite the spirit of adventure among Singaporeans and invites them to explore life’s diverse possibilities and excitement in unexpected journeys. 

Through the use of compelling narratives and dynamic visuals that appeal to the target audiences, Etiqa Insurance Singapore seeks to transform the way insurance is portrayed. The ‘With You for the Ride’ campaign showcases  the company’s dedication to humanising insurance, making it relatable to the aspirations and dreams of Singaporeans. 

By fostering a sense of partnership, trust, and confidence, Etiqa Insurance Singapore aims to build meaningful connections with customers and help them navigate life’s journey with ease.

The company will also spearhead a holistic array of initiatives across a comprehensive 360 campaign mix across online and offline channels. Etiqa Insurance Singapore aims to establish itself as a trusted companion through these initiatives, providing financial protection and support while empowering individuals to pursue their passions and dreams.

The ‘With You for the Ride’ campaign will be widely featured across digital, social media, and out-of-home channels, including bus shelters, MRT stations, and movie theatres in Singapore. 

Shirley Tan, chief marketing officer at Etiqa Insurance Singapore, said, “We believe that life is meant to be lived with enthusiasm and a spirit of adventure. We take immense pride in being the steadfast partner our customers can count on, no matter where their journey leads. Our fresh ‘With You for the Ride’ campaign encapsulates this very essence, illustrating that we stand by individuals through every twist and turn, defying the constraints of age.”

She further adds, “In a world where uncertainties abound, Etiqa aspires to redefine the insurance journey by underscoring the significance of a robust and unwavering alliance between insurers and their esteemed customers. We fully comprehend the value of trust in cultivating enduring relationships, and our fresh campaign embodies Etiqa’s dedication to protection and transparency, pledging to be the unwavering partner that our customers can depend on.”

India – Mars Wrigley India has collaborated with marketing agency DDB Tribal on its newest television commercial campaign for its 25-year-old fruity bubblegum brand, BOOMER. 

The new campaign is built on the brand’s theme of creating little moments of fun and its jingle, ‘BOOM BOOM BOOMER’, evolving its humorous essence to ‘Har pal fun kar, Boom Boom Boomer! ’ but with a spooky twist. 

The digital film highlights the brand’s humor combined with a little eeriness and features the calm and composed star pacer Jasprit Bumrah, also referred to as ‘Boom Boom Bumrah’ for his bowling, to provide a haunting yet hilarious television commercial. 

The film is available on TV and digital platforms in eight languages, including Hindi, Bengali, Gujarati, Kannada, Malayalam, Marathi, Tamil, and Telugu. 

Announcing the latest collaboration, Varun Kandhari, director of marketing and customer marketing, at Mars Wrigley India, said, “With over 25 years in India, Mars Wrigley’s BOOMER® is a legacy brand that has been holding a strong sense of nostalgia among Millennials and Gen-X consumers for decades. Through this new collaboration with one of the finest cricketing talents of India, Jasprit Bumrah, the brand aims to inspire moments of happiness in the brand loyalists and attract the Gen-Z audience by showcasing BOOMER® as the preferred indulgent gum.”

Expressing his excitement about the collaboration, Jasprit Bumrah adds, “Teaming up with such an iconic brand brings back incredible childhood memories and takes me down memory lane. From playing with friends to representing India on the international platform, BOOMER® has been my constant companion. Through this latest TVC, the brand perfectly captures moments of joy that it has been adding to our lives for years and delivers a fun-filled experience to the audience.”

Speaking on the latest campaign, Iraj Fraz, creative head at DDB Tribal, also said, “BOOMER® isn’t just chewing gum; it’s a hack to unlocking unlimited fun. Hence, the brand platform of ‘Har Pal Fun Kar’. This is an extraordinary story of Boom-Boom-Bumrah turning a scary moment into hilarity, starring in a supporting role a never-seen-before creature imagined by Director Sukriti Tyagi in collaboration with the Mars and DDB teams. The campaign is building a world of ‘anytime fun,’ and BOOMER® fans will interact with a lot of fresh and amusing content featuring India’s favorite seamer, Jasprit Bumrah.”

Singapore – Multi-category classifieds and ecommerce marketplace Carousell has launched a new campaign in collaboration with creative agency Bread Butter Bacon(BBB) to raise brand awareness of Carousell Certified Mobile in Singapore. 

The campaign by BBB aims to instill trust in consumers considering a convenient second-hand phone purchase through Carousell’s 40-point check system that rigorously examines phone quality before being sold. 

The main campaign material is presented in the form of a video ad featuring a young woman bringing home a newly-purchased second-hand phone with her parents grilling her about the condition of the phone with the same scrutiny they would give a prospective new son-in-law but are then assured that the phone was acquired reliably through Carousell. 

The campaign will run from 28 July onwards on social media platforms Facebook and Instagram, as well as outdoor digital panels islandwide.

Commenting on the campaign, Lam Xin Ni, marketing manager at Carousell Singapore, said, “Our goal at Carousell is to make buying and selling second-hand items as trusted and convenient as buying brand new items. We aim to transform the second-hand mobile phone market by offering a trustworthy solution, so all consumers can access quality second-hand phones at great deals.”

Meanwhile, Sarah Inez Pratomo, creative group head at Bread Butter Bacon, said, “We’re pleased to be working with Carousell again, this time to introduce the Certified second-hand mobile phone offerings under the Carousell Certified programme. Our goal was to communicate the essence of trust and reliability in a lighthearted and emotionally engaging way, which most of us can relate to as children or parents. We are proud to be part of this innovative initiative that is set to offer consumers a seamless, trustworthy shopping experience like never before.”  

Singapore – AirAsia launched the “YASSS to Holiday Quickies” project, which aims to revive Singaporeans’ love of travel and adventure. 

Originally launched in 2019 as “Holiday Quickies,” this travel advertisement has sparked the desire to travel and adventurous spirit of many Singaporeans. AirAsia’s network of 130 destinations, including 15 direct routes from Singapore, has been embraced by tourists seeking the beauty of fast travel by enabling them to go on short, stimulating trips.

On Saturday, July 29, 2023, AirAsia launched PlayLive!, a voice-activation game on Clear Channel Singapore’s digital screen, where participants had a chance to win free flights by screaming “YASSS” for 10 seconds, enhancing AirAsia’s brand image as a lifestyle-oriented airline.

Speaking about the launch, Logan Velaitham, CEO of AirAsia Singapore, expressed, “We are excited to relaunch this successful campaign in Singapore with the return of our popular ‘YASSS to Holiday Quickies.’”

He added,  “What better way to reintroduce it than partnering with Clear Channel’s interactive voice-activation digital screen to not only get our guests to scream on top of their lungs for free flights, but also get our brand on top of their minds for future travel opportunities.” 

“As we are back in full swing with frequencies and capacities akin to pre-pandemic levels, with 15 destinations from Singapore, we look forward to flying Singaporeans to their much-needed and well-deserved holiday locations, always at the best-value fares possible,” Velaitham said. 

Singapore – DoubleVerify, a software platform for digital media measurement, data, and analytics, announced that it has entered into an agreement to acquire Scibids Technology SAS, a global AI-powered digital campaign optimization.

With the help of Scibids’ AI technology and media quality and performance data, along with DV’s product real-time campaign optimizations, advertisers will be able to accomplish real-time campaign optimization without the use of third-party cookies because of the acquisition. The transition from a performance proxy to observable business results is in line with advertiser goals.

Scibids creates AI technology that improves programmatic digital ad campaign buying for advertisers. Scibids AI develops personalised bidding algorithms that are in line with the advertiser’s particular KPIs and intended results by using DSP impression level data, first-party data, and measurement data from brands or agencies.

Mark Zagorski, CEO of DoubleVerify, said, “The acquisition of Scibids is a decisive step in our journey to power superior campaign outcomes that started with developing and delivering the industry standard in media quality insights and has evolved into putting that data to work for advertisers.” 

He added, “The combination marries DV’s proprietary data with Scibids’ AI-powered optimization technology, letting us empower brands with unparalleled insights and control over their advertising performance.”

Speaking about the partnership, Remi Lemonnier,CEO and co-founder of Scibids, remarked, “DoubleVerify is a company that shares our commitment to independence, innovation and maximizing media performance, and we’re thrilled to take our partnership to the next level.” 

“This partnership will amplify the capabilities of our customizable AI technology and expand its impact across the digital advertising ecosystem to strengthen the open web. We look forward to working with the entire DV team to deliver new opportunities and maximize campaign outcomes for our global advertisers and partners,” Lemonnier added. 

Mumbai, India – To avoid the misinformation about menstrual periods being ‘dirty and impure’, feminine-care brand Whisper under Procter & Gamble has released a campaign to shed light on the biology of periods and explain that it’s a natural process that happens in every woman.

Conceptualised with advertising agency Leo Burnett, the fourth edition of the #KeepGirlsInSchool campaign showcases ‘The Missing Chapter’ film. This aims to teach the biology of periods and enlighten both mothers and daughters on menstrual hygiene and using sanitary pads during monthly cycles. 

The campaign also comes after a study revealing that 1 out of 5 girls in India drop out of school every year due to lack of period education, whilst 7 out of 10 mothers are not aware of the biology of periods, seeing it as ‘dirty or impure’.

Girish Kalyanaraman, vice president and category leader of Feminine Care at Procter & Gamble India, said that the brand is dedicated towards period education to spread awareness about menstrual hygiene and giving sanitary pads to girls across the country. Therefore, they aim to educate mothers about the biology of periods and right sanitary products.

 “Our aim is to empower young girls to achieve their dreams by completing their school education without any gaps and to stop them from dropping out of school because of a biological process as natural as periods. Our consumers can make a huge difference in helping us bridge this gap,” Kalyanaraman added.

Whisper started to launch its #KeepGirlsInSchool campaign in 2020 to address all girls in India and enlighten them about the true science behind the said cycle. Moreover, Whisper has been conducting school and community programs to teach period education and give free pads to girls and mothers.