Tag: Campaign

KualaLumpur, Malaysia — Subway Malaysia is celebrating family and togetherness this Ramadan with the launch of its 1-foot closer or ‘Satu Kaki Lebih Mesra’ campaign.

Conceptualised and executed by VMLY&R Commerce, the brand’s lead creative agency, Subway highlights the importance of sharing and kindness in the community, in a series of heartwarming videos, featuring people from different walks of life. One video features conflicts and dynamics in the workplace that can be overcome with patience.

Meanwhile, another set of short films showcases families and couples practising forgiveness, in time for a peaceful and fulfilling Ramadan.

In this video, a couple overcomes their differences and chooses love and forgiveness; a branching theme in the campaign.

Samad Mohd Shariff, country director for Subway SouthEast Asia said that their mission is simple—they want to bring family and friends together this Ramadan and now with the lifting of the restrictions, Shariff said they can.

“Ramadan is a season of celebration, family, and togetherness. We are excited to amplify this message through the Satu Kaki Lebih Mesra campaign in the local community, and through our seasonal value offerings, which are perfect for sharing, caring and spending time with our loved ones,” Shariff said.

On the project, Phoecus Lee, executive creative director of VMLY&R Commerce, shared, “We believe that creating great work requires brave clients, and we’re truly blessed to have supported clients who give us the trust to execute bold campaigns. We collaborated closely with Subway every step of the way and was able to further humanize the campaign with more relatable elements that spoke to Malaysians. More than just a meal, Subway to us, is a brand experience that brings people together this Ramadan.”

Hang Ee Laine, head of marketing of Subway Southeast Asia, commented, “The partnership with local Malaysian artist Ernest Ng this year is a key milestone for us in our efforts to bring Subway closer to Malaysians, just in time for us to celebrate this Ramadan with our Malaysian community.”

With Satu Kaki Lebih Mesra, Subway Malaysia also introduced to the world their new mascot: the lovable, relatable Sabweh character. A beautiful brainchild of social media art sensation Ernest Ng, known for his ‘Don’t like that la bro’ comic series, Sabweh has made his debut across Malaysia, on limited-edition Raya packets, available for guests to redeem in-restaurant with any purchase.

In conjunction with this campaign, Subway restaurants in Malaysia introduced seasonal offerings for the whole family, including the Italian B.M.T., Roast Chicken, Steak & Cheese, and more at only RM19.00 for a footlong, starting from April 12 2022.

Kuala Lumpur, Malaysia – As part of MEASAT’s Raya campaign this year, the Malaysian communications satellite operator has launched a heart-warming short film to inform Malaysians that closeness with their loved ones does not end when they leave their hometown after the festive season.

The short film, which was jointly developed by media agency Trapper and advertising agency YourMaker, highlights MEASAT’s wifi hotspot service CONNECTme, which offers 100Mbps high-speed broadband with the upcoming new MEASAT-3d satellite, allowing Malaysians nationwide to continuously keep close proximity with their loved ones even at the remotest places.

Titled ‘Nenek Di Mana-Mana’, which in English translates to ‘Grandma is everywhere’, tells the story of Ida and her close relationship with her grandmother. It also shines a light on one undisputed, universal truth – that no matter the distance, our loved ones can always be right next to us with MEASAT’s CONNECTme.

Yau Chyong Lim, MEASAT’s COO, said, “The Nenek Di Mana-mana short film created together with Trapper and YourMaker delivers impactful imagery and a progressive outlook that continues to propel MEASAT forward as a brand committed to connecting the ‘unconnected’.”

Meanwhile, Sue-Anne Lim, Trapper’s CEO, shared that CONNECTme is currently the only prepaid solution for Malaysians to continuously be connected to one another regardless of where they are in the entire country.

“That is what makes this Raya film so special and why it’s important to ensure we send this message to all the right people at the right places, at the right time. MEASAT does not only have a commercial value here but a very strong social mission,” said Lim.

Lee Tak Shune, YourMaker’s co-founder, noted that it was a real challenge to highlight the bond between Ida and her grandmother – especially when they are trying to tell two different stories in the same frame.

“For us, authenticity is of utmost importance to ensure the film also resonates well with our East Malaysian audience. The film was shot in Sabah with all local talents, right down to the chickens! We’re mindful that CONNECTme has a strong consumer heartland in East Malaysia,” said Shune.

The campaign is now live on national TV, radio, and digital platforms including YouTube and Facebook.

Sydney, Australia – Automobile brand Subaru has recently launched a new campaign to showcase its sports car BRZ model, alongside creative direction from agency The Works.

Launching across online and social platforms this week and set to Dom Dolla’s ‘Pump The Brakes’, the catchy and visually vibrant execution illustrates a sense of pure driving joy, brought to life by artist Chris Yee.

Nathan Bilton, creative director at The Works, said, “We wanted to capture the feeling of joy you get driving the BRZ. Cue Chris and the team at Heckler, and a pretty banging tune, and the campaign delivers on the BRZ’s power to transform your world, one road at a time.”

https://www.youtube.com/watch?v=mFwYyTtd1rY

Meanwhile, Amanda Leaney, marketing director at Subaru, commented, “As the ultimate fun machine, the Subaru BRZ is designed to elicit a joyous smile every time you get behind the wheel, and this campaign delivers the same incredible punch; the transforming worlds, vibrant colours and pumping music draw you in until you find yourself irresistibly tapping your feet to the beat with a grin. It’s the ultimate inspiration to go and test drive the new generation BRZ and experience it yourself.”

The teaser campaign which launched in late 2021, drove unprecedented demand for Subaru’s BRZ and resulted in the model’s first allocation selling out prior to arrival.

Hong Kong – As Hong Kong gradually eases its social distancing rules to allow dining-in at restaurants until 10:00 pm starting from April 21 2022, it has given a much-needed relief for the F&B businesses. In accordance with this, Café de Coral, a Hong Kong fast-food conglomerate, has decided to launch a timely campaign to welcome its customers’ return.

Done in collaboration with ad agency dentsumcgarrybowen, the campaign announces the reopening of the evening dine-in service pulling on those deep universal truths around connection and belonging. It also serves as an authentic and light-hearted reflection on those moments of eating at parks, in the car and on the streets before the restrictions were lifted.

William Tsing, marketing director of Café de Coral, commented, “We have been longing to reopen our dinner daypart to all customers. Wishing to start on a positive note, we nimbly created the ad campaign with dentsumcgarrybowen as an energy booster for our Café De Coral family and the wider public.”

Meanwhile, Jeffry Gamble, chief creative officer of dentsu international Hong Kong, said, “We wanted to announce the reopening in a way that showed empathy to our customers and also grounded in the unique fact that CDC is probably one of the most popular restaurant choices for every man and woman in Hong Kong for dinners, not just for the quality and affordable food but also for the familiarity of CDC’s safe and friendly environment.”

Mumbai, India – Premium men’s innerwear and comfort wear brand, XYXX, has launched a major brand campaign starring the star cricketer KL Rahul in a series of films that urge viewers to tune out the noise and trust their instinct. 

The campaign, which was conceptualised by creative agency The Womb and directed by Shashanka Chaturvedi from Good Morning films, aims to show that when KL is faced with an on-field situation where he must choose between the available right options, he does not give in to the hype that surrounds him and decides to do things his own way.

Titled ‘Play Your Way’, the campaign is left open-ended and intentionally does not showcase the decision KL finally makes, building intrigue and keeping viewers guessing, all the while pushing the viewer to choose the ‘Play your way’ philosophy even in life situations off-field.

Navin Talreja, The Womb’s co-founder, noted that for a sportsman of KL’s stature, it is so important to cut out all the noise, believe in his ability and trust his own instinct, and that is exactly what they have tried to showcase in their communication. 

“To add to this, it was a conscious call to showcase KL Rahul wearing just underwear when the whole category is shying away from this and discouraging it. In our mind this is what the brand stands for: Playing your way,” said Talreja.

Meanwhile, Yogesh Kabra, XYXX’s founder, shared that with the ‘Play Your Way’ campaign, their aim is to encourage and applaud authenticity, people who chart their own path, steer clear of the naysayers and trust their instinct through all of life’s choices. 

“There could not be a better face for the campaign than our ambassador – KL Rahul, who is the true embodiment of understated grit and courage. With the campaign, we hope to drive culture in new, provocative ways that hopefully encourage people to always follow their instinct and be true to their most authentic selves,” said Kabra.

The fully integrated campaign is now available across digital, social, and traditional media platforms.

Philippines – Restaurant chain Jollibee together with its creative agency, Publicis JimenezBasic (PJB) tried to capture the unique experience of dining out in the new normal and the newfound joy that comes with spending time again with family and friends in the fast-food chain’s latest safety video. 

Titled ‘Salamat sa Joy ng Muling Pagsasama’, (Thank you for the joy of reunion), the video promotion features everyday circumstances including the little inconveniences in a fresh and optimistic outlook in life. Whether it’s the lead girl basking happily under the sun, or a family enjoying their time inside their car during rush hour, all the characters in the film are seen smiling widely at the chance to enjoy bonding moments again with friends and loved ones at the restaurant chain which has always been one of their favourite go-to places.

After two years of changing restrictions, ordinary moments that have taken a backseat like these have only become more special and appreciated. And this gratefulness is also shown in the faces of Jollibee’s store manager and crew, as the fully vaccinated store teams are eager to welcome customers back and provide a safe dining experience. 

https://www.youtube.com/watch?v=oak3cX4KKr0

Jollibee Philippines Assistant Vice President and Head of Brand PR, Engagement, and Digital Marketing, Arline Adeva, said, “As COVID-19 protocols are easing up, more Filipinos have become more confident and willing to eat out together with their families and friends once again. We want to assure them that Jollibee shares their joy and that our stores are safe venues to rekindle the joy of eating out with their loved ones.” 

To strengthen the message of newfound joy and appreciation that the brand hopes to convey, the video’s soundtrack used a rendition of Salamat” (Thank you) by Filipino band The Dawn. The iconic song’s lyrics were altered a bit to fit the Jollibee brand and reflect Filipinos’ gratitude for “saya ng muling pagsasama” (fun of reunion). 

“We’re all experiencing a new kind of joy and this merits a song that captures the feeling and experience of being together again. We went through a lot of songs to find the one. But no other song could match the message of ‘Salamat.’ The feeling of gratitude, nostalgia, and appreciation for our togetherness now was already written with this song, and we only needed to make a few tweaks to reflect every little detail of joy in our lives today,” said the PJB creatives team.

Director Adrian Calumpang said, “It’s wonderful that Jollibee cares about their customers’ safety and well-being and it shows in how they regularly communicate this in their materials throughout these extraordinary times, all while sustaining their sincere message of joy.”Aside from the seemingly ordinary but sweet scenes of friends and family dining together, the director also highlighted the restaurant chain’s safety measures such as featuring fully vaccinated store teams, checking of vaccination cards for indoor dining, physical distancing, wearing of proper PPEs, and general upkeep and sanitation of the store.

Likewise, the creative team of Publicis JimenezBasic also expressed their collective excitement about the campaign, “We were all so excited to work on this project as we have been feeling the same sense of gratitude that is the exact message from the brand. And it couldn’t have come at a better time. We are all now going through the same experience of enjoying life outside, a stark contrast to the emptiness we’ve grown accustomed to for the past two years. Even going through daily traffic now is a welcome sight because it gives us a new feeling of being alive. Through this project, we were able to share that gratitude and joy.”

Mumbai, India – The National Payments Corporation of India (NPCI)’s flagship product RuPay has launched its first Indian Premier League (IPL) campaign, ‘RuPay. Be On-The-Go’, aimed at highlighting the benefits of RuPay ON-THE-GO on cards and other convenient form factors such as smartwatches, keychains, and mobile stickers, as well as wristbands.

RuPay ON-THE-GO allows customers to make small and large value transactions at RuPay contactless-enabled PoS from the accessories they use every day and by using their RuPay cards. Living up to its tagline ‘RuPay. Be On-The-Go’, RuPay ON-THE-GO aims to redefine contactless payments and enable instantaneous on-the-go payments.

The campaign, which was conceptualised by advertising agency DDB Mudra, features Indian iconic fast-bowler Ishant Sharma. It includes five clutter-breaking advertisement films released on television, OTT, digital, and social media platforms. The brand has also roped in popular cricket commentator, Harsha Bhogle, and former Indian cricketer, Virender Sehwag, to endorse the campaign on Twitter.

The film revolves around the banter between three characters, including an Umpire struggling with payments, a batsman who knows how incredible RuPay is and takes it upon himself to educate the Umpire on it, and a fierce pacer, Ishant Sharma. It underscores the availability and accessibility of the RuPay cards, and the advertisements highlight that every bank in India is issuing RuPay Debit cards and a large number of banks and prepaid/credit card players are also issuing RuPay Prepaid and Credit cards.

“The film also creates awareness amongst customers to ensure activating their cards for contactless, e-commerce, and international transactions per the regulatory requirements in India,” said DDB Mudra in a press statement.

Palau – The island nation of Palau has launched a new tourism campaign that rewards those who practice responsible travel in their country, aiming to change the way people interact with the country’s pristine environment and local culture. 

Conceptualised alongside creative agency Host/Havas, the ‘Ol’au Palau’ campaign allows visitors to Palau to be able to accumulate points in the Ol’au Palau app by doing things such as offsetting their carbon footprint using Palau’s world-first personal carbon calculator; using reef-safe sunscreen; frequenting businesses that are reducing their impact on the environment and culture; visiting certain culturally significant tourism sites; eating sustainably-sourced local food; participating in community regenerative tourism projects; and avoiding single-use plastics.

The campaign, rooted from the word ‘ol’au’ or meaning a way of calling out to a friend to invite them into your space, creates a different type of tourism value exchange: one where visitors can accumulate points for demonstrating responsible and regenerative behaviour during their stay. In return, visitors can use these points to unlock some of the best and most unique experiences Palau has to offer, which have previously only been accessible to Palauans and close friends.

Alan T. Marbou, board member of the Palau Visitors Authority and former Speaker of the Koror State Government, said, “Palau’s tourism industry has been hit hard by the pandemic with no visitors entering Palau for almost two years. Despite the economic impact, Palau’s tourism sector is determined to stick to its high-value ecotourism strategy and find a way to bounce back sustainably from the pandemic.”

He added, “By launching Ol’au Palau we get to reward our most conscientious guests and protect our most highly-prized tourism asset: our pristine environment and unique culture. The pandemic has provided our planet with a much-needed wakeup call and an opportunity to see what’s possible when nature has a chance to rebalance itself. We hope that Ol’au Palau will make more destinations think about the true cost of tourism and rethink who they reward with their best experiences.”

‘Ol’au Palau’ was launched in Palau to coincide with the global ‘Our Oceans Conference’, and has already garnered worldwide media interest. Palau had previously worked with Host/Havas with the launch of the Palau Pledge in 2017. The pledge is a first immigration law that requires all visitors to sign a mandatory environmental pledge to Palau’s children that’s stamped into a visitor’s passport on arrival which became the most awarded campaign in the world in 2018.

Jon Austin, executive creative director at Host/Havas, commented, “The ‘Pledge’ did an incredible job of setting the right intent amongst visitors arriving in Palau. Now, Ol’au Palau takes an important step forward in turning that intent into tangible, positive action. The notion of applying gamification principles to ecotourism has been incredibly exciting, and it’s been a privilege to work not just with the amazing Palau Legacy Project team, but also with the private sector and Palauan elders to bring this important initiative to life.”

Singapore – As part of Lazada‘s commitment to supporting sustainable practices in the digital commerce ecosystem, the e-commerce platform launches a campaign called ‘LazEarth’, which will initially focus on plastic waste reduction in products and packaging.

According to the platform, SEA generates an estimate of over 31 million tonnes of plastic waste each year, with 91% of consumers stating that they are concerned about plastic waste issues in the region.

Through this new campaign, Lazada will be working with LazMall brands and partners to make eco-friendly products easily assessable and identifiable to consumers. It will also be recognising and featuring more than 70 brands and 5,000 items across main fashion and FMCG product categories that are made, packed, or shipped with reduced plastics.

Magnus Ekbom, Lazada Group’s chief strategy officer, shared that as digital commerce continues to be one of the key growth drivers in SEA, it is crucial for companies to place sustainability at the core of their strategies to build stronger and greener economies.

“The LazEarth campaign is part of Lazada’s ongoing efforts to address plastic waste and help our buyers make informed decisions about sustainable products,” said Ekbom.

Aside from addressing plastic waste, Lazada has also put in place partnerships and social initiatives aimed at building a sustainable digital commerce ecosystem in the region. In Vietnam, Lazada has partnered with the National Trade Promotion Program to offer lychees from farmers in Hai Duong on the platform during the pandemic. This enabled Vietnam’s rural farmers to reap the benefits of participating in digital commerce and ensure the long-term growth of the agricultural sector in the digital era. Meanwhile, in Indonesia, together with PT Smoot Motor Indonesia, Lazada Logistics has introduced the Blue Vehicle, a practical and environmentally-friendly package delivery fleet for Lazada’s frontliners in the country.

James Chang, Lazada Group’s chief business officer, noted that as part of their commitment to building a lasting digital commerce business in SEA, they recognise that sustainability and value creation will become increasingly important to their long-term success. 

“With the launch of LazEarth, we look forward to forging more collaborative partnerships and green initiatives that will empower our brands, partners and consumers to collectively create responsible and sustainable shopping and consumption habits,” said Chang.

In addition, Lazada has started offering greener parcels made from alternative sustainable packaging materials through its Fulfilment by Lazada (FBL) service for partnering brands since 2021. The green parcels use FSC-certified carton boxes filled with recycled shredded paper instead of plastic fillers.

Mumbai, India – ePayLater, a buy now, pay later (BNPL) payments platform for retailers in India, has launched a new campaign to pay homage to the Indian shopkeepers. 

The 1-minute film, which was developed in collaboration with media agency Madison World, features Indian shopkeepers’ role in a day-to-day life come sun or rain, or even the challenges posed by lockdowns, ensuring to deliver all the essentials to the consumers. It also highlights ePayLater’s promise of adding wings of success to the shopkeeper’s business in following their dreams in new ways – creating a more meaningful connections to Indian consumers.

Speaking about the campaign, Aurko Bhattacharya, co-founder of ePayLater, shared that no one has ever thanked the small dukaandars enough for their contribution to society, and with this in mind, Madison BMB got the pulse of our audience and created a heart-warming campaign for these unsung heroes. 

“As a brand, we have invested a lot of time and effort in creating a fintech platform that makes the process of availing credit easy; thus financially empowering these shopkeepers to unleash their true potential,” Bhattacharya said.

Meanwhile, Sunay Jain, marketing head at ePayLater, said, “The integrated campaign conceptualized by Madison BMB is an ode to the local shopkeepers who have done so much for each one of us. The TVC echoes the brand’s promise of adding wings of success to the shopkeeper’s business.”

Raj Nair, CEO and CCO at Madison BMB, commented, “This integrated campaign for ePayLater is an ode to these shop owners and revolves around how the brand is, in fact, not just a fintech product but metaphorically the wind beneath their wings. ePayLater takes pride in their achievements and watches them grow their business and prosper.”

Nair added, “In order to ensure maximum reach and impact within our audience group over a period of time, we’ve taken the essence of the campaign beyond the thematic film into digital media and shop level activation as well.”