Tag: Campaign

Mumbai, India — Since its inception in 1940, the furry duo of Tom and Jerry has captivated fans all around the globe with its immersive and unforgettable storylines. Most of the children who grew up watching their adventures and antics have a special place in their hearts for the tandem. To rekindle those memories, Cartoon Network, a WarnerMedia Kids channel, launched a social media campaign to celebrate the 82nd birthday of Tom and Jerry in India.

The campaign was done in collaboration with Cartoon Network’s recently appointed social media marketing agency Chimp&z Inc, an alliance of Merge Infinity Global. The show’s birthday celebration was executed for brand and franchise amplification across social media platforms Facebook and Instagram with multiple social media activations to engage with fans across the country.

Tom and Jerry’s birthday campaign included a mix of brand collaborations and UGC-led content to organically increase the overall digital footprint of Cartoon Network. The campaign was divided into three segments: pre-birthday, birthday, and after-party.

The first segment, the pre-birthday activity ‘I see Tom and Jerry’, was a series of 3 stories where users were asked to share pictures of anything that reminded them of Tom and Jerry using the ‘Add Yours’ feature on Instagram Stories.

For the birthday, on 10 Feb, multiple brands from various sectors namely Parle G, Tata Play, Vinod Cookware, MuscleXP, Man Arden, Curious Cat Company, Feline Club of India, Portronics India, Yellophant, and many more joined the celebration with the 2nd part, ‘#LetItSlide’, where they uploaded unfortunate mishaps they would let slide just to wish the duo a happy birthday.

The campaign ended with an after-party themed ‘Tom and Jerry Get The Cherry’ where users were given the opportunity to decorate Tom and Jerry’s home with a single tap on their mobile screen. The story would display Tom and Jerry’s room with text and decorative items.

According to Chimp&z Inc, the campaign has garnered a total of 2,14,100+ reach and 2,25,400+ impressions leading to an increase in Cartoon Network India’s Instagram follower base by 3000+ within a week. The official handle of Cartoon Network on Instagram posted a wrap-up Reel to showcase how the celebrations unfurled.

Last January, Cartoon Network has unveiled its latest brand experience called ‘Redraw Your World’ for its APAC market.

Kuala Lumpur, Malaysia — Prudential Assurance Malaysia, an indirect subsidiary of Prudential, has released their annual brand collateral collection — the highlight of which were table-top calendars that took inspiration from something Malaysians was accustomed to every day during the pandemic: the QR Code. The campaign was done in collaboration with ad agency Naga DDB Tribal.

According to Prudential, they were inspired by the resilience in the ‘new norm’. Hence for 2022, the company set out to turn everyday pandemic obstacles we’ve come to normalize into wellness opportunities that refresh and rejuvenate.

Naqib Shamsuri, associate creative director, said, “We realized that the QR code had become part and parcel of our daily lives. From check-ins to menus, it served as a constant reminder of the pandemic. And since we all have our QR camera handy, why not give Malaysians something positive to do with it.”

The project entitled ‘Code to Wellness’ unlocks a wonderful world of wellness not just for users of the calendar and other brand collateral, but for all Malaysians through its online website, Prudential Malaysia’s social media platforms, as well as their official health and wellness app ‘Pulse by Prudential’. By scanning the QR Code every month, customers are granted access to wellness advice, activities and even rewards to transform their year into an exciting journey of wellness.

Angeline Tung Tze Ling, head of brand and communications of Prudential Assurance Malaysia Berhad, said, “As a brand, we’re all about giving our customers the opportunity to live with confidence. This calendar gives us just that with a year’s worth of health and wellness activities to help transform our lives for the better.”

The campaign is available on Prudential’s website with a monthly promo activation.

Auckland, New Zealand – Digital out-of-home (DOOH) provider LUMO Digital Outdoor has forged a partnership with visual communications platform Canva to launch ‘Billboards For Good’, an initiative that supplies New Zealand-based charities with free outdoor campaign activation.

The Canva design team will supply creative and design support and LUMO has provided inventory across LED screens in Auckland, Tauranga, Hamilton, Christchurch and Wellington.

To kickstart said initiative, LUMO and Canva’s first beneficiary will be Voices of Hope, a charity breaking the stigma around mental illness to decrease suicide rates, the first to benefit from the partnership. The initiative will officially start at the end of February.

Hamish Smith, chief marketing officer at LUMO says he hopes this initiative inspires others in the ad industry to use the power of media for good by making the important work of not-for-profit organisations more visible. 

“We are approached on an almost daily basis by charities and non-for-profits at LUMO.Through our own recent charity initiatives we’ve come to realise how valuable and powerful billboards are when it comes to making a difference,” Smith said.

He added, “These organisations are often understaffed and lack resources; as such they struggle to deliver great creative to make these campaigns effective. So, it was only natural Canva got on board to help these groups deliver great creative and get in front of wider audiences. For us it’s about being able to help raise awareness and provide support to the community how we can, and this partnership gives us another opportunity to do that.”

The partnership is the latest initiative from LUMO Digital Outdoor, a long-time supporter of-not-for-profit organisations. The outdoor media company has supported over 30 charities over the last 12 months promoting messages of awareness and fundraising drives across their nationwide network of 41 screens. 

Robyn King, head of social impact at Canva, commented, “We’re excited to partner with LUMO to support some amazing, yet under-resourced, local non-profits by leveraging Canva’s unique design skills to create campaign assets for the Billboards for Good initiative. One of Canva’s guiding values is ‘to be a force for good’ and we hope this is the first of many collaborations to help shine a light on a range of worthy causes and amplify the impact of nonprofits.”

Manila, Philippines – Tapping into Filipinos’ love for heart-warming stories, fast-food chain Jollibee continues to release more films that capture the spirit of new, true-to-life stories unique to the experiences of Filipinos in these current times. 

The films are made in partnership with agency McCann Worldgroup, and will also present themes of challenges that come with finding love during the pandemic, and have repeatedly redefined love for some and shown the real meaning of love to others.

For this year’s Kwentong Jollibee Valentines series, we get a genuine snapshot of this era – from lockdown relationships to K-drama crushes – as well as nuanced definitions of love from different perspectives.

The shorts ‘600 Days’ and ‘Dream Guy’ are directed by Antoinette Jadaone, while ‘ILY’ is directed by JP Habac. Both acclaimed filmmakers have captured the hearts of Pinoy audiences with previous Kwentong Jollibee episodes–‘LDR’ (2021) by Jadaone and the smash-hit ‘One True Pair The Movie’ (2021) featuring John Lloyd Cruz and Bea Alonzo by Habac.

Arline Adeva, assistant vice president and head of brand PR, engagement, and digital marketing at Jollibee, said, “What makes every Kwentong Jollibee film resonate and touch the lives of Filipinos is that these stories are rooted in the Filipino experience. We continuously make an effort to have our viewers know that their emotions, situations, problems, and successes are seen and heard while constantly reminding them that while the world may change, love will always remain constant and unflinching.”

Meanwhile, Sid Samodio, executive creative director at McCann Worldwide Philippines, commented that one thing that sets ‘Kwentong Jollibee’ apart is how it’s always current and timely. He added that it’s culled from life lessons and stories of different people through experiences brought by the times.

“Two years into the pandemic, we found that people were in a state of uncertainty. There have been so many stops and starts, with everybody needing to adjust to the constant changes. And in a world where people are becoming increasingly separated from one another, and where more relationships are formed and maintained online instead of face to face, where can we find the real meaning of love,” he concluded.

Auckland, New Zealand – When we fill out a form on a website, most of the time we get asked about our gender. But sadly, the large majority of sites use the same two classifications: male or female. For many people across all gender spectrums, they feel unrepresented and are forced to choose an identity that they know is not theirs.

In a bid to promote gender inclusiveness across websites, New Zealand telco Spark has worked with rainbow mental health organisation OutLine Aotearoa and creative agency Colenso BBDO to create a campaign where they developed a code that websites can adopt to their platforms to feature more gender-friendly options in their forms online.

This code revises the way organisations collect gender data by updating website forms and fields with gender-inclusive options so everyone can feel seen. In addition, the code comes with helpful materials to support businesses on their beyond binary journey, including guides on data privacy principles, how to get stakeholder buy-in and how to create safer spaces both on and offline for their customers and employees.

Claire Black, general manager at OutLine Aotearoa, said, “Often businesses default to asking for gender without considering why they need that information and how it might impact the people on the other end of the form. When trans and non-binary people are excluded, misgendered, or discriminated against during daily interactions with businesses, that contributes to an environment that is hostile to their wellbeing.”

However, the organisation pointed out that the code, known as ‘Beyond Binary Code’, is not just code, but rather a full tool that helps businesses understand, first and foremost, whether they truly need to collect gender data from their customers at all. If they do, an HTML code is generated based on their unique business needs, so they can ask in an inclusive way.

“OutLine sees this code, and its supporting resources, as a catalyst for creating better experiences that support and affirm the wellbeing of both non-binary people and rainbow communities more broadly in Aotearoa,” Black added.

Meanwhile, Matt Bain, marketing director at Spark New Zealand, notes that this campaign intersects two key ambitions at Spark – helping Kiwis have a better relationship with their data, and to champion diversity and inclusion within Spark and Aotearoa. He also added that in time and with the help of businesses adopting the code, they hope to build an internet with richer, more sophisticated datascapes that represent the true diversity of New Zealand.

“Ultimately, through publishing the code, we want to encourage digital equity at an enterprise level. By influencing big data systems in businesses to evaluate whether they need to collect gender data at all and if it is required, that they do so in a way that helps people from all genders feel valued and visible online,” Brian said.

Simon Vicars, CCO for Colenso BBDO added, “For lots of people, filling in an online form is a simple box-ticking exercise. But for people who identify beyond male or female, it can reinforce the feeling that society doesn’t acknowledge them. Beyond Binary Code has the power to rectify this – to help rewrite the internet to see more than two genders. We’re proud to finally see the idea out in the world, and excited to see the difference it can make.” 

Beyond Binary Code launched 21st February with a powerful film and digital campaign to support the website. 

Kuala Lumpur, Malaysia – Pizza brand Domino’s in Malaysia has appointed advertising agency FCB Malaysia to be its new agency of record for creative duties. This appointment comes as a result of several chemistry sessions and a subsequent creative proposal made by FCB during the fourth quarter of 2021.

Following the move, FCB Malaysia has developed a new campaign for the pizza brand’s new ‘Mega Cheese Pizza’. It was created on the idea of ‘Can’t Get Cheesier Than This’, as the new pizza is loaded with up to half a kilogram of cheese.

Linda Hassan, the group chief marketing officer of Domino’s Pizza Malaysia, Singapore, and Cambodia, shared that the work FCB has done in taking challenger brands to the next level in Malaysia is well documented, so they were already confident of their capabilities. 

“What sealed the decision was the unmistakable entrepreneurial energy that they brought to the table. Their passion for our business was apparent from the get-go and very quickly, we knew that they were the sort of agency that would completely invest themselves in making our ambitions their own,” said Hassan.

Meanwhile, Shaun Tay, FCB Malaysia’s co-owner and CEO, commented, “We’ve seen how innovative Domino’s marketing team has been in leveraging the identity of a global powerhouse to promote a proposition that embraces local marketing flavour. As a best-of-both-worlds agency ourselves, opportunities like this are what we live for!”

Shi-Ping Ong, FCB Malaysia’s co-owner and chief creative officer, explains that going into the campaign, they knew exactly what their game plan was – to claim cheesy superiority for the Domino’s Mega Cheese Pizza. 

“This is why we decided to build our idea around the cheesiest things that would give people the goosebumps, and then use various media – from thematic and product films to radio and even print – to bring the campaign to life. By doing so, we are able to deliver a sensory overload of cheesiness not only conceptually, but also visually and auditorily,” said Ong.

The campaign is now available across TV, digital, radio, OOH, and in-store, as well as social media.

Malaysia — Himalaya Vajomba, an extension of Himalaya Salt Sports Candy, has launched a Valentine’s Day campaign on social platforms, dating apps, and ventured outdoors with their mascot – Himalayeti. This unique creature of folklore popular in the region is Himalaya Sports & Himalaya Vajomba’s brand ambassador. The campaign was done in collaboration with advertising agency Naga DDB Tribal.

Andrew Lim, head of sales and marketing at Nicko Jeep Manufacture, said, “Instead of pushing something tactical and adding to Valentine’s Day clutter, we trust the creative team from Naga DDB Tribal and decided to take a slightly different approach.’’

Hajar Yusof, head of digital experience at Naga DDB Tribal, commented, “We wanted to use this sweet occasion as an opportunity to reach a new pool of audience, but not just as a sponsored ad. So we thought to ourselves – what if our brand ambassador Himalayeti looks for a Valentine? Imagine swiping on Tinder and seeing a fluffy, white creature holding a bouquet of candy for you. I’d swipe right on that.”

The massive mascot whose covered head-to-toe with fur went on the popular dating app Tinder to test his luck on with its pick-up lines. In just 4 days, Himalayeti got 100 matches on Tinder and lots of pick-up lines in return. Naturally, Himalaya Vajomba took that chance to brag about it on social media, which in turn kick-started even more organic conversations online. 

The brand ambassador also went on to the popular social media platform Instagram to slide into people’s dms with some cheesy lines. Many influencers from the sports and lifestyle category responded namely Amira Ayob, Irfan Shamduddin, Amanda Imani, Ira Roslan, Daniel Cheang, Marisa Soraya, and Malaysia’s own movie star, Erra Fazira.

Himalaya Vajomba gave out sweet bouquets to all of Himalayeti’s Valentines as a sweet ending to the campaign, creating even more traction and ending it with a total engagement of 29,471 people, an uplift of +41.7% in follower growth, and 141k of earned media reach. 

Hong Kong – As part of the Chinese New Year festivities, HSBC has launched its festivity-centric campaign for its mobile payment service PayMe, focusing on breaking traditional conventions and gamifying the custom by bringing family and friends together in a more fun and inclusive way.

PayMe partnered with an array of gen X, millennial and gen Z talents. Local idol Keung To, along with multi-talented artist Ivana Wong, newly formed girl group members Marf & Day, and YouTuber Ray were cast to reflect the e-wallet’s widespread popularity amongst all demographics in Hong Kong.

https://youtu.be/_i4O40bin60

In addition, they also released a series of films that make reference to the classic Chinese New Year TV commercial format. Created in partnership with Ogilvy Hong Kong, the films show their star-studded outfit playing the roles of relatives, friends and colleagues and then are transformed into a fun-filled virtual world with gaming-inspired graphics amplifying the message that anyone and everyone in Hong Kong can use, play and have fun with the new group laisee function.

Jaslin Goh, head of marketing, CX and design at PayMe, said, “We’ve positioned PayMe as ‘Hong Kong’s Wallet’ and won over 2.5M hearts and those hearts are pumping fast for love of PayMe’s new elaisee feature over CNY and we’re super excited to hit a record high of over 5.3 million elaisee sent. Within a short one month period, it went viral very fast and we’ve got over 200 earned media and social shares of their love of the gamification experience. PayMe elaisee even became a new urban dictionary term in social media.”

Manila, Philippines – When you think of Valentine’s Day, most people think of sweet couples and their dates. But Philippine telco Globe had a different idea: for their newest campaign, they put the spotlight on pet friends, furry or otherwise, with special treats that they can enjoy with their humans. 

The campaign, called ‘#MayFurEverWithGlobe’, invites customers to create tribute posts for their pets on social media and help spread feel-good messages about pet love. In addition, the social media campaign gives customers a chance to win 2,000 Globe or TM Rewards points that may be converted into Lazada or Shopee credits to purchase pet supplies. Prizes also include a love offering to the animal welfare organisation Philippine Animal Welfare Society (PAWS) on behalf of their pets to help look after stray dogs and cats.

Yoly Crisanto, chief sustainability officer and SVP for corporate communications at Globe, said, “Our pets are a source of simple joys, and they have shown us pure love amid the stressful times of the pandemic. Through this campaign, we hope to remind people that they are not alone in their fight against stress and anxiety. They have sources of love around them, such as the unconditional love that pets provide.”

The campaign has been supported by local artists and celebrities such as Kiray Celis and Arianne Bautista, celebrity athlete and volleyball icon Aby Maraño, Myx VJ Ai Dela Cruz, YouTuber, and singer Claudine Co, among others.

Said campaign is part of the telco’s ‘#AtinAngSimpleJoys’ campaign, which promotes purposeful everyday hobbies that have been found to help alleviate stress and anxiety, common symptoms of mental health distress. ‘#AtinAngSimpleJoys’ also gave rise to last year’s viral challenge #PlantHappinessPH, which focused on the positive mental health effects of taking care of plants.

“As a company that genuinely cares for the well-being of its customers, Globe continues to introduce programs that encourage people to find simple joys in life. It believes that positive and meaningful relationships with people, plants, and animals can play a crucial role in maintaining a healthy mental state,” the company said in a press statement.