Tag: Campaign

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.”

India – India’s disposable hygiene products manufacturer, Nobel Hygiene, has launched a new digital campaign, aimed at introducing its new flagship product, Snuggy Gold Pant-Style Diapers.

The new campaign, which was conceptualised in partnership with creative agency The Womb and produced by Bang Bang Films, has been shot in Kerala, a state closely linked to the history and ethos of the brand. It is a quirky take on one of the key product features – The Susu Meter or the wetness indicator strip – which runs along with the diaper and changes from yellow to blue to indicate when it is time for a change.

Titled ‘Introducing Snuggy Gold – Your Baby’s Best Companion’, the film features a mother in a snake boat being rowed by locals to her newborn child. It is a quirky take on the wetness indicator that signals to mothers everywhere when it’s time for a diaper change.

Kartik Johari, Nobel Hygiene’s vice president of marketing and commerce, shared that when they sat down to brainstorm with The Womb, they knew they wanted something different, something as away from the usual visual mould of diaper ads, seeped in the Keralite ethos of India’s oldest Made in India diaper, Snuggy. 

“The result is this ad that we had a lot of fun making, and hope you will have equal fun watching,” said Johari,

Meanwhile, Suyash Khabya, The Womb’s creative head, said, “We took something cultural in the South, married it to a much-needed product feature, sprinkled it with a catchy line – Neela Matlab Geela and went slightly over the top with the execution. All so, it becomes interesting to watch.”

The campaign is now available on Noble Hygiene’s digital platforms including Facebook, Instagram, and Youtube, while the TV campaign will kick off in the first week of April. In addition, the brand will be running a campaign featuring more than 25 Kerala-based influencers on its digital platforms illustrating its premium features.

Indonesia – As XL Axiata repositions itself to be relevant not just to the individual, but to the entire family, the Indonesia-based telco provider has launched a new brand campaign that targets progressive Indonesian families.

The new film, which was developed in collaboration with performance marketing agency M&C Saatchi Indonesia, demonstrates XL Axiata’s unwavering loyalty to its users across the country, every step of the way.

Titled ‘We Are More’, the campaign talks about the progression in the life of a female subscriber as she goes through many different stages while staying close to her loved ones, and the ones who support her success, including XL Axiata. The song in the background narrates her life’s story – ‘I sing a thousand love songs, I write a thousand tales, the time that belongs to us, belongs to us’.

Moreover, the telco has also unveiled its new iconography called ‘Mo’, which projects one half of the XL logo as the ‘greater than’ sign, promising ‘more’ to all stakeholders.

Alfons Eric Bosch Sansa, XL Axiata’s CMO, noted that XL has come a long way in realising its purpose, and they are taking it a step further by being a brand that focuses on serving and supporting Indonesian families achieve their collective ambitions. 

“Through this campaign, we also attempt to deter from the unconscious bias that the industry has towards the portrayal of the role of women in society,” said Sansa.

Meanwhile, Nadia Yuliani, M&C Saatchi’s creative director for Indonesia, shared that with this film, XL hopes to unite Indonesians closer to their families, and remind them that XL will always share the values that they hold to keep their loved ones together throughout their lives. 

“We wanted to portray this through the story of a woman who is supported by XL at every phase of her life,” said Yuliani.

Anish Daryani, M&C Saatchi’s founder and president director for Indonesia, said, “By creating stronger relevance for XL in the lives of Indonesian families, this is an opportunity to demonstrate how Brand Purpose can translate to commercial success. It’s another way we can create, lead and manage change in a dynamic society that’s always aspiring for a better life.”

Australia — Grassroots advocacy organisation Australians for Mental Health (AfMH) has announced the launch of their new project entitled ‘Holding out for Help’, which makes use of hold music – the business practice of playing recorded music to fill the silence that would be heard by telephone callers who have been placed on hold – to shine a light on the long wait times Australians face when waiting for mental health treatment. The campaign was done in collaboration with Australian artist Reuben Styles of hit electronic rock duo Peking Duk.

AfMH has developed a first of its kind library of freehold music, with tracks embedded with messages from styles highlighting the fact that while customers wait, millions suffering from mental ill-health are waiting for help too.

The bespoke messages scattered throughout the hold music feature styles asking Australians to turn their ‘hold’ time into ‘help’ time and end the wait for people suffering from mental ill-health by signing a petition for greater government funding and mental health reform.

Those that joined to support the effort includes life, health, and wellbeing insurer AIA Australia who will deliver the campaign hold music across their customer service phone channels.

Chris Raine, campaign director of AfMH, said that Australia’s mental health system is overstretched, leaving millions of Aussies with mental health issues waiting for treatment, unsure when or if, help may come.

“Our library of hold music is free to every Australian business and with Aussies listening to 90 million hours of hold music a year, we think it’s an incredible channel to reach the nation, at the exact moment it will really hit home. We’re proud to launch the campaign with AIA Australia and share our message with their 3.8 million customers. We hope other Aussie businesses follow suit in turning their hold music into help music,” Raine said.

The library of music is free for all Australian businesses to access and download, with a once-off licensing fee that may apply to broadcast or play the tracks for businesses without a OneMusic license. Meanwhile, the ‘Holding out for Help’ campaign will run across channels namely TV, OOH, print, social and hold lines.

Interested individuals who want to help Aussies in the effort to end mental health wait times can sign the petition at the campaign’s website (holdingoutforhelp.com).