Tag: Campaign

Mumbai, India — Paint manufacturer JSW Paints has come out with a new entry to its paints landscape disruptor campaign – Any Colour One Price – a TVC campaign entitled ‘Alia Vs Sawalia’. The campaign was done in collaboration with TBWA\India.

The TVC turns the spotlight on the truth – that people don’t know about differential pricing because people don’t ask. It prompts people to ask the right questions before buying paint instead of blindly making decisions that will cost them dearly. It is easy to see Sawalia gaining pop-culture currency and nudging behaviour change. Something that shouldn’t be too difficult considering the fact that Indians are a questioning lot, just that being charged different prices for different colours seems to have become a blind spot. Alia in her Sawalia avatar stands out as a symbol of a discerning mind.

In a traditionally low involvement category, JSW Paints’ newest entry on the ACOP campaign brings to focus the fact that choosing paint is in fact a high stakes decision because it stays on and costs you more than it should if you don’t ask the right questions.

Commenting on the conceptualisation of this unique campaign, Parixit Bhattacharya, managing partner for Creative of TBWA\India, said Indians have a blackbelt in questioning things but when it comes to painting our homes, Indians like to outsource their discernment.

“It is uncharacteristic of us. We want to remind people to ask questions before they paint their home. Only then would the rest of the paint category be more transparent like JSW Paints and its disruptive Any Colour One Price. Dropping Sawalia into culture is our latest ploy to get people to ask key questions before painting their homes,” Bhattacharya said.

Adding to that, Govind Pandey, CEO of TBWA\India, said, “JSW Paints is an innovator that’s challenging the category norms. Over the past 2 years, they’ve set out to bring out an outdated convention of different colours costing differently by driving the proposition of ‘Any Colour One Price’ which is an industry first. With this campaign, we’re using Alia as an Agent Provocateur – who is questioning the unquestioned in the category.”

Australia – Australian state democratic administrative authority of New South Wales, NSW Government, has launched a new tourism campaign, Feel New, which is a series of emotionally charged films aimed at exploring individual feelings experienced by travellers to New South Wales.

The series of films, which was developed by tourism and major events agency Destination NSW with creative agency Leo Burnett, spotlights on seven feelings most sought after by consumers – ‘joy’, ‘connection’, ‘freedom’, ‘awe’, ‘rejuvenation’, ‘belonging’, and ‘adventure’ – reaffirming NSW’s position as the feel-good state. It also aligns with the overarching ‘Feel New’ brand. 

Moreover, extensions of scenes from the Feel New TV spot have been reimagined in the seven Feeling Films, with each aligning to a single hero feeling. NSW landscapes and cultural encounters feature in the campaign extension, with each film featuring a bespoke remix of the official Feel New soundtrack, ‘Feeling Good’, which was re-imagined by Azure Ryder to make the audience feel the emotional experience that the film represents.

Stuart Ayres, the minister for enterprise, investment and trade, minister for tourism and sport, and minister for Western Sydney, believes that the time was right to take a more emotive-led approach to market the NSW visitor economy.

“The Feel New film series captures all the things I love about our State. It invites everyone to get out and appreciate the beauty and wonder of NSW and promises a return to the excitement and adventure that we all need to feel again,” said Ayres.

Meanwhile, James Walker-Smith, Leo Burnett’s general manager, noted that the Feel New strategy sets NSW apart from other competitor states and gives NSW a distinct advantage when targeting travel intenders.

“Destination NSW has really shifted its approach when it comes to how they promote the state, moving from being a destination brand, which is where many travel brands continue to operate, into the culture brand space. By creating a brand which is feelings-led, they’ve created a brand for the future that at the same time, is the ultimate antidote for the world right now,” said Walker-Smith.

Steve Cox, Destination NSW’s CEO, shared that the Feel New film series continued the fresh new approach to the tourism and major event agency’s strategy for promoting NSW.

“The strategic thinking behind Feel New was to tap into this consumer desire to feel; to build an enduring creative platform to market and promote NSW through its many and varied cultural and natural experiences, which are powerfully captured in these films,” said Cox.

Victoria, Australia – In a campaign that puts the customer first and on the spotlight, the latest campaign by water retail company Yarra Valley Water aims to promote their WaterCare program, designed to identify and support vulnerable customers and those facing financial hardship.

Conceptualised by integrated communications agency Think HQ, the campaign addresses the barriers customers face in accessing financial support, including low awareness of available options, and aims to overcome the stigma associated with asking for help by normalising conversations about bill payment options.

Using the tagline, ‘Whatever position you’re in, we’re here to help’, the creative aims to raise awareness of Yarra Valley Water’s WaterCare support program, drive proactive engagement among customers struggling to pay their bill, and build trust in the Yarra Valley Water brand.

https://youtu.be/9dDVqPuwWlg

Pat McCafferty, managing director for Yarra Valley Water, said WaterCare is all about helping customers through dedicated support and tailored solutions to suit individual needs, with the utility assisting customers to claim over AU$52m in concession discounts over the past 12 months.

Working in collaboration with data services and credit reporting provider Experian, Think HQ drew on data science and machine learning algorithms to build predictive models around payment behaviours to refine campaign messaging and segmentation to reach the customers that would most benefit from support. 

Andy Lima, head of creative at Think HQ, said, “The research showed many customers who were struggling with bills didn’t know about the support or rebates that are available to them. This highly targeted campaign is designed to turn that around by reaching the people who will benefit most from accessing the support and rebates they may have been missing out on until now.”

Reflecting the broad customer base of Melbourne’s largest retail water utility, creative was also designed to reach a range of culturally and linguistically diverse (CALD) communities including Arabic, Greek, Cantonese, Mandarin, and Vietnamese, as well as First Nations peoples and concession card holders.

Sydney, Australia – Quickbooks, an accounting software package, has released its latest campaign that celebrates the feats and achievements of accountants and bookkeepers, depicting them as not just normal accountants but going way beyond ‘doing the numbers’.

The campaign, conceptualised by TBWA\Sydney, depicts accountants and bookkeepers as mixmaster maestros and psychic wizards of the small business world. For Quickbooks, despite the incredible feats accountants and bookkeepers perform behind the scenes of small businesses, they are rarely celebrated for their skills.

Stu Tobin, creative director at TBWA\Sydney, said, “If you’ve ever received a strongly worded letter from the ATO like I have, then you know all about the small business heroics of Australia’s accountants. What better way to demonstrate the support QuickBooks gives these unsung heroes than with a fresh platform that places real stories from real accountants at its core.”

Meanwhile, Intuit QuickBooks Australia’s Marketing Director Jane Merrick, commented, “We’re excited to launch this new campaign which celebrates Accountants and Bookkeepers in their own words. Often accountants and bookkeepers can be stereotyped, but having supported Australian accountants and bookkeepers for more than a decade, we know they are a diverse, creative, and supportive community totally committed to the success of their clients.”

The integrated campaign will run across online video, digital, social, PR and trade media.

New Zealand – State, the insurance company based in New Zealand, has launched a new campaign that collated a range of mistake-prone trends, aimed at helping Kiwis make fewer mistakes in 2022.

The campaign, which was developed in partnership with creative agency Colenso BBDO, has reviewed over four million data streams, including more than 210,000 car, home and contents insurance claims, as well as publicly available NZ Police, NZ Transport, Statistics NZ, and weather data.

Titled ‘The State Insurance Mistake Report’, the campaign has ventured beyond the most mistake-prone days of the week, such as garages are the most mistake-prone space in the house, people called ‘John’ make the most mistakes, and there is zero truth to the superstition that more things go wrong when there’s a full moon.

Moreover, State and Colenso BBDO have also produced ‘The Personalised Mistake Report’, an online tool that people can use to be more mindful about what types of common mistakes could be in their future, with the aim to offer a unique experience for Kiwis.

Gabrielle Markwick-Brown, State’s marketing manager, believes that highlighting Kiwis’ most mistake-prone moments in an engaging and relatable way will hopefully help people avoid making as many of them.

“We wanted to use this data to help better protect New Zealanders. While State will always be here to help Kiwis get back on their feet if they make a mistake, our customers tell us time and again that preventing mistakes from happening in the first place is always preferable to dealing with the aftermath,” she said 

Meanwhile, Maria Devereux, Colenso BBDO’s CIO, said, “What the ‘Mistake Report’ shows is that there is a huge amount of risk we actually can foresee. By predicting mistakes, State is in the unique position to show up for customers before they lodge a claim, and actually, help them avoid doing so in the first place.”

The ‘Mistake Report’ campaign was launched last 14 February with a 30“film, supported by digital and print campaigns directing New Zealand to the website.

Manila, Philippines – Red Ribbon believes that ‘love’ can be expressed in many ways, and no reason is too little to show someone what you feel. With this, the Philippine-based bakery chain has launched its new campaign, with the aim to tell Filipinos that “love does not always have to be a grand gesture.”

The new campaign showcases that ‘love’ can be as simple as giving a cake during a birthday, a simple pick-me-up pastry for a friend who needs cheering up, welcoming someone back home with a sweet treat, or making everyday family moments more special by sharing a cake.

Titled ‘Give Love Today’, the ad is set to the iconic tune ‘What the world needs now is love sweet love’. It highlights that all expressions of ‘love’ make a world of difference especially now when it is needed the most.

https://www.youtube.com/watch?v=jtmL-hH7-4s

Cathleen Capati, Red Ribbon’s marketing head, believes that everyone needs to feel loved more often because it makes the days better and sweeter.

“That’s what we, at Red Ribbon, want our customers to feel when they receive a Red Ribbon cake or pastry: that someone loves and appreciates them,” said Capati.

New Zealand — Tourism New Zealand launched a new campaign to ensure Australians keep New Zealand on top of their travel list and to motivate them to make “their dreams a reality” and book a trip to New Zealand. Entitled ‘Within Your Wildest Dreams’, the campaign elaborates the dream adventure of travelling to neighbouring country New Zealand for the average Aussie.

The quirky short film starts with an Aussie being awoken from his sleep by a New Zealand native, granted a magical dream beard, the two are transported magically to New Zealand where they have a picturesque dream breakfast juxtaposed by peculiar fantasy scenarios. The film ends with the two travelling to all the scenic locations of New Zealand, prompting the protagonist to make his dream travels to New Zealand come true once he wakes up.

René de Monchy, chief executive for Tourism New Zealand, commented, “With Australian visitors returning to New Zealand soon, ‘Within Your Wildest Dreams’ showcases what New Zealand has on offer and encourages our friends across the ditch to start planning their trip in a lighthearted way that we know resonates with our Australian audience.”

Before COVID-19, Australia was New Zealand’s largest visitor market, and Tourism New Zealand’s research shows that 58 per cent of Australians who want to visit New Zealand will look to do so within six months of travel the border opening.

According to Tourism New Zealand, their research also showed that the proportion of travellers who use a travel agent to book their trip to New Zealand is increasing. In accordance with this and to support their trade partners in Australia, TNZ has produced a toolkit so they’re well-equipped to sell destination New Zealand to their clients.

The campaign is a reiteration of Tourism New Zealand’s ‘Stop Dreaming about New Zealand and Go’ campaign which  was launched in May 2021 to reinvigorate Australians’ wanderlust for its neighbouring Kiwi counterpart.

Sydney, Australia  –  Suncorp Bank has partnered with advertising The Hallway to launch Suncorp’s new campaign ‘Banking you can feel good about.’

The Hallway developed the campaign to highlight Suncorp’s commitment to making a positive influence on the environment as well as the financial welfare of Suncorp clients.

The 30-second video focuses on home loans, specifically its offering of a  $3,000 Suncorp loan for properties with a solar power system installed. The ad features a woman who learned that she could get the said loan by simply having solar panels installed at home. The ad pokes some fun on the message with animals and other living creatures celebrating the consumer’s decision which meant good for their welfare and the environment,  minimizing climate change’s impacts. 

Simon Lee, executive creative director at The Hallway, shared, “Switching to solar power is a relatively simple thing to do, but the ripple effect of doing so is far reaching. This ripple effect provides fertile creative territory that we’re having a lot of fun exploring with our partners at Suncorp.”

Meanwhile, Potta Findikidis, executive manager, marketing, Suncorp Bank, said that the Solar Home Bonus is a great example of the way that Suncorp Bank is helping our customers with their financial wellbeing as well as having a positive impact on the world we share. 

“This spot is a charming way of bringing our new brand positioning to life with tangible evidence of the actions we are taking to honour our commitment to contributing to a more sustainable future for all,” Findiidis added.

The new brand platform, which debuted in February, will be rolled out across all consumer touchpoints and will be accompanied by campaign activity on TV, cinema, digital, social, and outdoor.

Australia – The Australian Government has launched the fourth phase of its domestic violence prevention campaign ‘Stop it at the Start,’, aimed at encouraging influencers of youth to help bring up respect.

The national campaign, which was created in partnership with creative marketing agency BMF and the Department of Social Services, highlights the importance of having regular proactive conversations about respect to nurture a culture that prevents disrespect from manifesting into violence.

Titled ‘Bring Up Respect’, the fourth spot celebrates the first moments people teach respect, its impact on the children’s emotional development, and the ongoing positive impact of bringing up respect with them early and often.

The campaign was initially launched in April 2016, and its phases one to three have proved to be highly effective, with a significant decline in problematic heuristics and an increased awareness in recognising problematic behaviours. And this time, phase four aims to help people move into a proactive space, demonstrating how positive conversations result in violence prevention.

Christina Aventi, BMF’s chief strategy officer, shared that every phase has been a key step in driving action – phase one was about getting people to recognise how the seeds of disrespect can grow into violence, phase two was about people’s role in perpetuating that, and only then could they go to phase three encouraging intervention in an instance of disrespect. 

“Phase four, six years after launch, moves into a less reactive space, showing the benefits of having conversations about respect as a normal part of everyday life, and how those conversations get passed on. After all, a conversation about respect is the foundation of all the milestone talks in childhood – it almost all comes back to respect,” said Aventi.

Meanwhile, Pia Chaudhuri, BMF’s executive creative director, noted that families regularly celebrate the typical milestone moments in a child’s life – first steps, first words, first day at school, but they rarely acknowledge the moments that are arguably just as important – the moments that children and young people learn and embody key lessons in respect. 

“With this campaign, our goal is to demonstrate that every talk we have about respect doesn’t just make a difference to our own children’s lives, but has a ripple effect on society as a whole, as they then take these learnings into the wider world. In this phase of the campaign, it’s been great to convey such a positive and emotive message,” said Chaudhuri.

The campaign will be rolling out on 27 March 2022 across Australia, and includes TV, online, cinema, OOH, digital, social, and PR, as well as the website – www.respect.gov.au, and tools to assist influencers in educational initiatives to start conversations with young people.

Hong Kong – In a bid to support families in Hong Kong in every step of their way. HSBC Premier has launched a new campaign called ‘#ThisIsMyFamily’, whose core is all about the belief that a family can be however the family defines it, and that the future of families lies in their determination to make bold moves.

Conceptualised alongside Wunderman Thompson Hong Kong, the campaign features three stories, where three celebrity actors encapsulate three distinct Hong Kong families who face various life changes. The celebrities who played the characters were also carefully selected based on their personal stories to better connect with Hongkongers.

In addition, the stories were delivered through a series of thematic videos followed by a number of functional ads, depicting how each family has embraced change and made bold life decisions with HSBC Premier.

Brian Hui, head of customer propositions, international and marketing, wealth and personal banking for Hong Kong at HSBC, said, “Since its rollout in 2007, HSBC Premier has been a market-leading proposition to support the wealth aspirations of families in Hong Kong. As their banking needs continue to evolve with time and the changing concepts of family, we have reimagined our service offerings by leveraging HSBC’s global presence and connectivity, as well as solid wealth credentials.” 

He added, “Under the service reinvention, we have significantly enriched our wealth and international banking services to drive wealth creation for customers and support their children’s overseas education needs.”

The campaign started with a teaser video to arouse public interest on 21 January 2022. The three thematic videos were launched in 3 phases via TV, digital and social media channels, spanning from late January to early March 2022, to touch the hearts of our target audience. 

To maximise awareness among the mass affluent audience, specific locations were strategically selected for out-of-home ad displays in Causeway Bay, Admiralty, Tsim Sha Tsui and Central as well as digital dominations to take over the city

Meanwhile, SheungYan Lo, APAC Regional Chief Creative Officer and HSBC Global Chief Creative Officer, commented, “To enlighten Hongkongers with the warmth and hope that “family” can bring in a time like now, has given this campaign a bigger purpose. Everyone in the client, agency and production team has put in a lot of love to make sure people feel it.”