Tag: Campaign

Australia – The Transport Accident Commission (TAC), the statutory insurer of third-party personal liability for road accidents in the State of Victoria, Australia, has launched a new motorcycle safety campaign, aimed at highlighting the importance of wearing protective gears.

According to data from TAC, there are 2,500 motorcycle-related injury claims per year. Riders can travel unprotected at high speeds that other vulnerable road users, such as pedestrians and cyclists, simply cannot reach. Protective clothing is an important way to reduce the risk of injury.

Developed in collaboration with marketing communications agency Clemenger BBDO Melbourne, the new campaign is a timely reminder of how casual clothing such as sneakers, jeans, and hoodies only protects riders for a fraction of a second in a crash.

Joanne Whyte, TAC’s head of marketing and communications, said that the new campaign hits home the risks of having such a casual attitude towards wearing proper protective gear.

Meanwhile, Richard Williams, Clemenger BBDO’s executive creative director, shared that this campaign is not a dramatised version of what could happen, but it is the reality of risk experienced riders take daily when they do not protect their entire body on every ride.

“TAC and Clemenger have a proven partnership of creating public education campaigns that have an impact and change behaviour, and this one is no different,” said Williams.

The campaign will be running across online video, OOH, press, radio, digital, social, and through partners.

Kuala Lumpur, Malaysia – In retrospect to the company’s festive campaign following the Chinese New Year, Malaysian oil and gas company Petronas has officially kicked off the new original series called ‘366’, which will tackle stories of fortitude, resilience and togetherness among Malaysians during these difficult times.

In the first episode titled ‘Day 32’, we follow the story of Zhi Yi as she is being accompanied by her mother to celebrate the Chinese New Year with her father. During the trip, Yi gets acquainted with a male passenger, with whom she feels comfortable. Their trip was then cut short when the bus they were in got involved in a road accident. The scene then jumps into Yi now at his father’s place, about to celebrate the festivities. In this new scene, Yi meets another male stranger who helps her get home from the police station. As a sign of gratitude, Yi invites the stranger, a programmer named Adam, to spend the festivities with her and her Dad.

The series, directed by seasoned and award-winning director and producer Kabir Bhatia, is conceptualised by creative agency Ensemble Worldwide under IPG Mediabrands.

For Didi Pirinyuang, executive creative director at Ensemble Worldwide, the original series was all about creating a story centred on the themes of thriving cautiously into the new year to live with new energy and resolve. She added that their intent with this campaign is to inspire people to dream a new dream, outrace themselves and thrive together, with courage.

“As we set out to fine tune the theme for the year, we gave great thought to how the pandemic has shaped us all. The pandemic gave us time to rethink life, our priorities, and what really matters. Whether it is self-revelation or with family, friends and community, we have all been forced to confront our true strengths, fears and weaknesses. 366 is the story of Malaysians discovering, embarking, embracing, sometimes throwing away the past or what doesn’t work,” Pirinyuang said.

Meanwhile, Datin Anita Azrina Abdul Aziz, senior general manager of group strategic communications at PETRONAS, noted that the original series is a story about giving second chances and the need to accept the past in order to move forward. She also added that the series showcases the true Malaysian culture of reaching out to each other when the going gets tough, and that they want Malaysians to take home the message – ‘know that you are not alone’.

“Regardless of our challenges, we have the strength of the roaring tiger within us. Through the bonds we forge, we will become stronger together as Malaysians, Aziz said.

She added, “This is the year where we Malaysians would need to summon our courage to get back on our feet and learn to live in the evolving new normal. Our intention is to inspire people to dream a new dream and overcome the past and perceived limitations in rising and thriving together.”

Didi also added that this new campaign marks a new journey with working with Petronas, stating that they have aimed of changing the mould of conventional festive storytelling through working closely with the Malaysian film industry to approach this campaign as a drama series, an approach that PETRONAS as a brand has never done before.

“The year ahead holds some unique features, all telling stories of Malaysia’s realities and second chances with the intention for them to see a glimmer of themselves. Because really, 366 is OUR story. It is an ode to all Malaysians. It is the story of Malaysia,” Didi concluded.

The first episode of ‘366’ is available for viewing on PETRONAS’ official YouTube channel and Facebook page.

Manila, Philippines — As part of the Valentine’s Day celebrations, Canva Philippines has launched the #SayItSaCanva campaign, which brings users a series of love-themed templates and elements to help Filipinos express their love through creative content.

Canva’s campaign is still in line with the current challenges of the pandemic that gave people limited channels to show gestures of love. The newly released Valentine’s Day themed templates are meant to help Filipinos express their love in different formats whether that is through videos, presentations, social media posts, and more.

Yani Hornilla-Donato, the Philippines’ country manager for Canva, said that while the pandemic has affected our physical bonds, this doesn’t mean that it should also restrict us from sharing our love and appreciation for our loved ones.

“Canva’s mission is to empower the world to design, and we found this opportunity for Filipinos to express themselves in a creative and unique way through our engaging tools and resources; Canva wants people to share their stories and ‘Say It Sa Canva’. We want to enable Filipinos to share what’s in their heart, not just this February but all year-round with a diverse content library for all the milestones you want to commemorate and the feelings you want to celebrate,” Donato said.

All the special content for Valentine’s Day will be found in the Content Hub (public.canva.site/say-it-sa-canva) for the convenience of the platform users. The menu centre offers an array of unique content one for each beloved namely significant other, family, best friend, yourself, among others.

Canva’s campaign also features a timed design challenge where participants can choose a love letter template from the Content Hub, customize the design, and post it on their social media accounts with the hashtag #SayItSaCanva or comment it on Canva’s Facebook page. Interested participants can send their entries until 11:59 pm on 22 Feb and the top 30 designs will be announced by the end of the month.

Manila, Philippines – Following the success of the hit South Korean TV series Squid Game, a new thriller series has been released by popular streaming service Netflix, titled All Of Us Are Dead, in January this year. The series, based on the webtoon Now At Our School, is a coming-of-age thriller series that revolves around the story of high school students who are caught up in a zombie infection in their school, forcing them to improvise school equipment to protect themselves from a hoard of zombies.

With the rising popularity of said series, as well as banking on the previous success of several South Korean TV series on the platform, Netflix Philippines launched its very first local campaign for this year, with the aid of independent creative agency GIGIL.

In an exclusive interview with MARKETECH APAC, Jeano Cruz, creative director and head of social at GIGIL, stated that the underlying thought for this local campaign is through a mix of the series’ survival theme, light moods during the episodes, and the fact that the characters are going through their adolescence. For the agency, this allowed them to implement more comedy and romance themes in between the suspense and thrill of a zombie apocalypse story.

Moreover, Cruz told MARKETECH APAC that part of the creative process for this campaign is to bank on the emotional attachment among Filipino adults: nostalgia during their high school days.

“We believed every Filipino adult could relate to one another because of what they went through in their formative years: from being in a high school barkada (buddy/friend), to studying the same lessons in high school, to experiencing the same student lives everyone else was experiencing across the country,” he stated.

The first blow: ‘Knowledge is weapon’

One of the first brand activations Netflix Philippines did was releasing a 2-minute film, centred around the humour of utilising your school knowledge to survive in the middle of a zombie apocalypse. The twist? The film is done in retro 90s fashion, and delivered like old educational shows such as ABS-CBN’s ‘Sineskwela’ that discussed science-related topics catered to kids.

Another interesting facet utilised in the film is the host of said film, a supposed cameo of the late Ka Ernie Baron, a well-beloved Filipino TV presenter, weatherman, and inventor. He is known for his show Knowledge Power, where he discusses educational topics about science, health, history among others.

The film, aptly called Knowledge is Weapon, begs the question of why is it that when we were in high school, we were taught concepts that we never really needed in everyday life. Turns out, it was all in ‘preparation’ for any impending zombie apocalypse.

“In back and forth sequences between All Of Us Are Dead and the program, we’re shown the things we can do to plan an effective survival strategy during this outbreak. Whether that may be using a diorama to plan an exit route, growing a mung bean to have a direct food supply, or using the ‘maglalatik’ dance (a Filipino folk dance) to effectively distract a zombie from using our crush as a meal—the application of our knowledge goes beyond the four walls of a classroom,” Cruz noted.

As part of that film activation, GIGIL’s campaign for Netflix Philippines was also accompanied by TikTok influencers demonstrating how they would apply their own high school learnings in a zombie apocalypse, a ZSAT or the Zombie Survival Assessment Test which tested the population’s survivability by how well they remembered high school lessons in the context of a zombie invasion, and an actual Zombie Survival Kit using only school supplies.

The second blow: Memeifying through billboard activations

Another facet of the All of Us Are Dead local campaign is through billboards promoting the series. The twist? GIGIL transformed the usual billboards that accompany a Netflix Philippines launch into meme billboards that carry with it a ‘core memory’ for every Filipino who went through high school.

Cruz further told MARKETECH APAC that they are always looking for ways to help their clients achieve their objectives. He added that their clients wanted All Of Us Are Dead to penetrate pop culture through executions that connect with audiences and help the title be talked about for days even after the series release on the streaming platform.

“It’s the first time anyone brand’s done this in the country. Our clients at Netflix allowed a language that was born online, memes, to live in the real world through their billboards nationwide. This allowed their All Of Us Are Dead campaign to connect to even more people who see these billboards everyday, and create a virtuous cycle where photos of the billboard are uploaded to social media and then people online talk about them more,” Cruz stated.

He further explains, “By using memes as billboards for the first time, we connected to Filipino audiences nationwide on a new emotional level because we’ve tapped into their ‘core memories’ about their high school lives.”

Speaking about their general work relationship with Netflix, Cruz noted, “We love working with our clients Daphne Ng, Cass Wong, and especially Stef Pajarito, a fellow Filipino at Netflix, who always pushes us to create never-been-done-before marketing campaigns in the Philippines that allow the Netflix brand to connect with Filipino audiences better. They are always bold in their directions and are collaborative with the agency in creating ideas that might otherwise be rejected in other companies. He would always tell us that sometimes our ideas are so stupid that’s why he loves it, and it’s his spirit that has given birth to viral campaigns by GIGIL for Netflix.”

Some of GIGIL’s past work for Netflix Philippines included promotions for series such as Trese, Squid Game, DOTA, To All The Boys I Loved Before, Red Notice, among others.

Sydney, Australia – nib, a local-based health insurer, has launched its newest brand platform ‘Health First’ as part of the company’s new brand positioning, conceptualised alongside creative agency BWM Isobar that they recently appointed as their creative agency of record.

The new platform is a creative manifestation of the brand’s refreshed positioning – focused on member empowerment and health prevention. 

According to the company, this brand repositioning paves the way for the myriad of ways the company is innovating to play a much more active and important role in people’s lives – including the use of big data to identify members who would best benefit from support programs and preventative actions for improved health outcomes. 

“In living up to the brand promise of ‘Health First’, nib is committed to not only helping Australians in times of illness, but partnering with them to stay fit and healthy before anything goes wrong,” the company said in a press statement.

Meanwhile, Chris Donald, head of marketing at nib added, “We were impressed by the passion, insight and breadth of creative directions the BWM Isobar team immediately identified when we shared our refreshed brand positioning. They were natural partners to develop a communication platform which connects more Australians with their health, and how nib can support them on their personal health journeys. ‘Health First’ perfectly captures how positive health can lead to a more vibrant, happier life.”

As part of the new brand positioning, the campaign ‘Harder Than You Think’, is launched across TV, OOH, digital and social – follows a series of everyday Australians as they live the brand’s new ethos. Live footage is enhanced by illustrative animation – serving as an emotional metaphor for how nib can help members stay on top of their health.

Marcus Tesoriero, executive creative director at BWM Isobar, said, “We’re super excited for BWM Isobar to join the nib family in this new journey for the brand. Health First is more than a marketing line, it’s a promise to prioritise healthier lives for members over anything else. We’re pumped to launch this reinvigorated brand platform and can’t wait to help nib develop a continuing line of products and initiatives to facilitate their all-new Health First mantra.”

Sydney, Australia – Australian state democratic administrative authority of New South Wales, NSW Government, has launched its new advertising campaign, designed to reach all audiences, targets everyone 16 years and older encouraging them to get their COVID-19 booster shot.

Developed in partnership with media agency UM, the new campaign expands on the NSW Government’s original ‘Let’s Do This’ campaign released last August and reinforces the importance of getting a COVID-19 booster to reduce the risk of severe illness and help protect communities.

Moreover, it includes ads in 19 languages, including Arabic, Cantonese, Greek, Hindi, and Italian, amongst others, as well as advertising for the Aboriginal community, which appears in the Koori Mail, on radio, social media, and digital display, as well as video.

https://www.youtube.com/watch?v=OCnVa9Y84f8

Isobel Scouler, NSW Government’s director of brand and campaigns for Department of Customer Services, noted that it is imperative the whole NSW community, no matter their language or cultural background, receives accurate and timely information about how important it is to receive a booster shot in their fight against COVID-19. 

“The campaign commences with broad reach channels and will be continually optimised to target populations that may be dropping behind in booster uptake, to ensure we are encouraging all people to have a booster to protect them and their family,” said Scouler.

Meanwhile, Andrew Clift, UM’s senior account director, shared that the campaign with such a relevant message needed a media strategy to reach all members of the NSW community but could also speak to the individual motivations and barriers of key segments. 

“At such a critical juncture in the NSW Government’s vaccine campaign we needed a major media campaign, strategically planned to engage with key audience segments across NSW, including regional NSW, Youth, CALD communities and Aboriginal audiences,” said Clift.

The campaign will run until April 2022 across print, television, radio, outdoor, and digital, as well as social media.

Singapore – Fast-food chain KFC in Singapore has launched its revamped breakfast campaign called ‘#UnboringMorning’, in part of the relaunch of KFC’s signature Original Recipe breakfast menu.

The fast-food chain has been serving breakfast across its local chains with a range of breakfast items on its morning menu, each one putting the Original Recipe chicken front and centre.

“In recognition of breakfast being one of the most important meals of the day, along with the growing potential of the morning dining segment in Singapore, KFC Singapore is determined to elevate breakfast into an exciting mealtime that Singaporeans look forward to – be it during their busy work days or on the weekend with family. If you have that KFC crave, why wait till lunch?” the fast-food chain said in a press statement.

For this campaign, KFC Singapore has announced that it will be spending on ads for this campaign four times than their previous, which is expected to achieve a 40% increase in breakfast sales over the next 3 years.

Part of the campaign roll-out is marked with a convoy of KFC-branded sidecars making their way through the rush hour traffic to KFC Singapore’s Kallang restaurant. Upon arrival, a troupe of jubilant dancers, clad in KFC’s signature striped uniform, served a selection of signature Original Recipe breakfast dishes to an upbeat playlist curated to dispel Monday morning blues, available on a curated Spotify playlist.

Lynette Lee, general manager of KFC Singapore, said, “The KFC Singapore breakfast items refresh, and marketing push, are strategic business decisions to drive increased revenue in the A.M. slot. We know that Singaporeans simply love our fresh chicken and Original Recipe flavour, and we encourage them to satisfy their cravings by experiencing #UnboringMornings with KFC Singapore.”

As part of the #UnboringMorning campaign, KFC Singapore has also launched a series of deals, and will be launching a social media competition, which will see 5 lucky commuters win a ride to work in a sidecar.

Singapore – The National Crime Prevention Council of Singapore (NCPC), a non-profit organisation committed to promoting public awareness about crime, has launched their latest anti-scam awareness TVC for its ongoing ‘Spot the Signs’ campaign, aimed at renewing efforts to educate the public about scams that continue to plague the city.

The new spot, which was created in partnership with advertising agency Ogilvy Singapore, uses behavioural science techniques to hone in on the emotional and mental toll of being scammed, and the effect it can have on individuals.

Titled ‘The New Job’, the TVC highlights the scary aftermath and fallout that victims have to deal with after being exploited in a scam. The narrative brings Singaporeans to the realization that they too could have been victims, through juxtaposition with internal monologues, that capture the train of thought that led them to fall for the scam.

Khee Jin Ng, the chairman of Public Communications Sub-Committee, the council of National Crime, and the creative partner of Kheej LLP, shared that many in Singapore have been lulled into a false sense of security by thinking that they are immune to scams. 

“Therefore, NCPC needs to continue in its efforts to raise awareness and educate the public in recognising the different signs of potential scams. We hope that the TV commercial and online video, which forms part of our NCPC Anti-Scam Campaign, will help convey this urgent message to the general public,” said Ng.

According to mid-year statistics released by the Singapore Police Force, scam victims last year lost S$168m to conmen in the top 10 scam categories in the first half of 2021, and a sharp spike from S$63.5m in the same period last year. This comes on the back of a 16% rise in the number of reported scam cases and an 11.2% hike in overall crime.

Mitchell Tan, Ogilvy Singapore’s executive group director, noted that their aim with this latest campaign is to go beyond logic and use emotion and empathy to reach the audience.

“Together our goal was to communicate to the public by using best practice techniques to help craft powerful, behaviour-changing narratives so that people will protect themselves against scams,” said Tan.

Taipei, Taiwan – Playing on the Chinese New Year tradition of using fortune sticks to get predictions and fortune, potato chips brand Lay’s in Taiwan took this step further: by using artificial intelligence and their own line of potato chips.

Through Lay’s Fortune Telling ‘lucky cam’, users can scan a single chip and then the ‘lucky cam’ telling you how much luck you will enjoy in 2022 overall, and what to expect in five areas of your life – Wealth, Health, Love, Family and School.

Some of those predictions include ‘You may be like a god in stock investments’, ‘You will laugh all year long’ and ‘Your year-end bonus is incalculable’.

The campaign was conceptualised alongside Leo Burnett Taiwan, where the agency first had to teach artificial intelligence (AI) technology to recognise whether different objects really are chips or not. Over 5,000 chip samples were used to train the AI and create data sets. This meant photographing 5,000 chips and painstakingly tracing their edges, nooks and crinkles. With between 1,500 and 2,000 data points in every outline, it took between three and five minutes to document each chip by hand. 

From here, the agency created a vast database of fortune-telling sentences by using web-scraping and social listening programs to collect popular buzzwords relating to the five fortune categories. According to the agency’s social listening database, getting a raise or a bonus, attaining ‘financial freedom’ or getting an ‘All Pass’ to every subject are popular topics among Gen Z in the lead up to Chinese New Year.

Yuan Chuang, creative director at Leo Burnett Taiwan, said, “Fortune telling sticks are a well-known Chinese New Year custom. We wondered if we could modernize this tradition and connect it with Lay’s product in a way that helps Lay’s to engage with Gen Z digital natives. We challenged ourselves to use machine learning to do something that’s never been done before: could we tell people’s fortunes using something as unexpected and silly as the shape of potato chips.”

Meanwhile, Tina Liu, marketing head at Lay’s Taiwan, commented, “People think their fortunes are written in the stars, but now they are written in a packet of Lay’s chips. It has been lots of fun working with the team at Leo Burnett Taiwan to build a new consumer habit of buying Lay’s during Chinese New Year. We hope you will give Lay’s Fortune Telling Chips a try, and we wish you huge five-star luck in 2022.”

Divided into four levels of luck and five fortune categories, the Lay’s Fortune Telling Chips web experience delivers over one million fortune combinations. This ensures each fortune is unique no matter how many chips are scanned or eaten along the way.

Australia – Functional food and beverage (F&B) company, My Muscle Chef (MYMC) in Australia, has launched a new brand campaign, aimed at expanding on the company’s new tagline ‘Every Body, Every Goal’ and redefining what it means ‘to be fit’ and strong. 

MYMC specialises in protein-rich fresh ready-made meals, drinks and snacks across all meal occasions. It also observes the consumers’ goals as calorie control, performance, and building muscle.

According to MYMC, the past two years highlighted that feeling good and living healthy every day is more than just training physical muscles, it is also about exercising mental and emotional fitness, which defines this holistic concept as ‘Total Self Fitness’, which is the inspiration for the new campaign and brand sentiment.

The new campaign, which was created in collaboration with advertising agency TBWA\Sydney, aims to show Australians that nutrient-dense, protein-packed products do not just help with physical strength, but give the body all kinds of strength, for all kinds of situations, including physical, mental, emotional, and spiritual strength. 

Titled ‘Strong Like This’, the new campaign is a playful and uplifting creative, depicting everyday strength through everyday challenging moments. The first narrative looks at how one woman has seemingly forgotten her friend’s name after a fitness session, but after enjoying her MYMC protein smoothie, she has the mental clarity to remember her friend’s name. Meanwhile, the second spot explores a father’s struggle between answering text messages from mates and playtime with his daughter. After savouring his protein-rich MYMC meal, he resists the temptation to answer his messages in order to spend quality time with his daughter.

Liam Loan-Lack, MYMC’s head of marketing, shared that they are launching a new platform to unify the entire business more closely to the modern consumer sentiment around what it means to be ‘healthy’ and ‘fit’ – that it’s not just about looking good but feeling good holistically. 

“‘Strong Like This’ is the consumer-facing expression of how we are fundamentally living up to this sentiment. To us at My Muscle Chef, it is a new, more responsible narrative around health and wellbeing,” said Loan-Lack. 

Meanwhile, Evan Roberts, TBWA\Sydney’s chief creative officer, said, “It’s not every day you get to be involved with such a disruptive brand at such a critical juncture in their growth. We hope the ‘Strong Like This’ platform can create another defining moment in the My Muscle Chef story.” 

The brand campaign will be available until 30 June 2022 across TV, broadcaster video on demand (BVOD), online video (OLV), and Out of Home (OOH), as well as social and search engine marketing (SEM).