Tag: Campaign

Hong Kong – In a bid to encourage Hongkongers to shift focus on planning more purposeful long-term financial and health investments, insurance company Manulife has launched a light-hearted digital series resonating different health struggles of Hong Kongers and highlight how Manulife can help devise customers’ own versions of a better health protection plan during these critical times. 

Conceptualised alongside creative agency dentsumcgarrybowen, the series is titled ‘Stressing on a Bright Day’, which is a play on an existing podcast series by Jan Lamb, and also part of the campaign. The campaign is also flanked with child star Mui G, where she listens to Lamb’s dial-in when facing various life struggles. 

The campaign, which promotes Manulife’s Voluntary Health Insurance Scheme, is highly provocative to reflect Hong Kongers’ recent struggles, dramatised by Lamb’s persuasive performance pairing with Mui G’s innocent acting. Manulife’s perspective on VHIS is also to help make choices as simple and easily understood for its audience that even a little girl can help explain.

Speaking about the campaign creation process, Jeffry Gamble, chief creative officer at dentsu international Hong Kong, said, “Continuing Manulife’s positive marketing approach, these are snappy and fun stories. We want our audiences to take away simple ideas and not to feel overwhelmed during these already very gloomy times. And it’s living entirely on digital, so it should feel like watching a relaxing Youtube video but also inspiring.”

Meanwhile, Isabella Lau, chief customer officer at Manulife Hong Kong, commented, “We all heard of the usage and benefits of VHIS but often in a broad sense. Therefore, given the right timing and circumstances, we decided to reintroduce this topic to our customers so they can digest the scheme in a more relevant way, and through Manulife’s support to make easier decisions and unlock its greatest benefits.”

The series is both available on English and Traditional Chinese.

Nepal – Global beauty and personal care brand Dove has launched its famous campaign in Nepal, aimed at driving the mission to make Nepali women feel beautiful every day.

The campaign, which was conceptualized and produced by advertising agency Outreach Nepal, seeks to broaden the narrow definition of ‘beauty’ prevalent and inspire women to take great care of themselves. 

Titled ‘You are more beautiful than you think’, the film asks multiple women what do they like about themselves, of which no one answered. Then when asked how they feel about their own beauty, there had been a clear depiction of insecurities reflected by them on their personal appearances. 

The same question is then diverted to a loved one of the same women, where appreciation stemmed not only from physical attributes but also towards the close contribution the women have in their life.

“Dove with this campaign clearly displays that all women are beautiful in their own ways and urges all Nepalese women to see the beauty within themselves because #YouAreMoreBeautifulThanYouThink,” said the brand.

Sydney, Australia – Cancer charity organisation Redkite has launched a new awareness campaign, which was built around the insight that family members fight their own emotional, financial, and relationship battles when their child gets cancer.

Redkite is a national charity that helps families, friends, and communities affected by childhood cancer, with mental health, financial and practical support. The campaign, developed in partnership with independent creative agency SLIK, award-winning director Josh Whiteman, and digital marketing agency Agnes Media, aims to demonstrate just how much impact children having cancer can have on the people around them.

Titled ‘Childhood cancer affects everyone’, it centres around a little boy’s family, honing into each member’s personal struggle of coping with finances, ‘holding it together’, and loneliness, amongst others.

Kate Levy, Redkite’s general manager of marketing and communications, shared that when a child is diagnosed with cancer, the focus goes to the child’s ‘medical survival’ and so there is little focus on the ‘family’s survival’, which can have long-term impacts on mental health and wellbeing across the entire family. 

“In this campaign, we wanted to say to every mum, dad, diagnosed child, sibling, and grandparent that we see you and we’re here for you. SLIK, Josh, Agnes Media, and all the amazing people who have freely given their expertise for this campaign have beautifully brought to life the everyday struggles that families have in the face of a child’s cancer,” said Levy.

Meanwhile, Alex Schieder, SLIK’s creative director, noted that after reading through comments from affected family members that Redkite had collected over the years, they knew the story was lying right in front of them, and their thoughts and feelings are sad and often shocking but are extremely powerful in helping others understand their experience. 

“Our TVC captures those heartfelt moments and shows how every family member is affected by childhood cancer. We then used OOH and digital to focus on each family member’s unique thoughts and struggles to create cut-through and build awareness for Redkite,” said Schieder.

Josh Whiteman, the director of the campaign, commented, “I’m in awe of the incredible work Redkite do and am honoured to be involved in this new campaign. Working with the brilliant creative team at SLIK, our focus from the beginning has been on the simplest expression of how cancer affects children and those around them. Using the words of real Redkite families, we’ve hopefully conveyed the genuine support and sense of hope that Redkite brings.”

The nationwide campaign features TVC and radio, supported by OOH, digital display, and social media managed by Agnes Media.

Mumbai, India – Fido Dido, the familiar doodle brand mascot of beverage brand 7UP is back in a new spot for the Indian market, encouraging youngsters to be more witty when they find themselves in seemingly difficult situations.

The ad, conceptualised by creative agency DDB Mudra, notes how youngsters are inspired to be a ‘bit rebellious’, in this case walking over cars when the cars pulled over the pedestrian crossing. After such action, they aided an old woman at the other side of the road to cross over.

For the agency, the campaign’s theme stems from their consumer research with 7UP, where they found that the youth were suffering not just from googlies of a personal nature like relationships, careers, but also those kinds that arise out of systemic problems.

Naseeb Puri, senior marketing director for flavours at PepsiCo India, said, “The new campaign highlights the daily challenges we confront and encourages consumers to take a refreshed approach to prevail in this ever-changing reality is to retain a cool head and keep a quick wit.”

Meanwhile, Ashutosh Sawhney, managing partner for North at DDB Mudra, commented, “India’s biggest gift to the world is its brain capital. From the genius of Ramanujan to that abundantly evident in the everyday ‘jugads’ that Indians across the length and breadth of the country display. The fertility of Indian ingenuity and imagination is unparalleled. 7UP, as a brand that celebrates a refreshed body and a charged mind has taken that mantle.”

He added, “The canvas it lays out for the youth of India, through it’s ‘think fresh’ idea is a timely and well-deserved celebration of this spirit of the Indian youth that despite any odds, is always up and buoyant, thanks to its resourceful ingenuity, which it puts to use to solve pertinent youth issues.”

The ‘Think Fresh’ campaign has been amplified across channels such as TV, digital and OOH. 

Australia – Financial services company Commonwealth Bank in Australia (CommBank) has launched a bank-wide campaign called ‘CommBank Next Chapter Commitment’, aimed at ending financial abuse.

The campaign, which was created in partnership with marketing agency M&C Saatchi Sydney, seeks to raise awareness and show Aussies that help is out there. The commitment will provide tools, advice, and access to support services to assist people impacted recover from financial abuse.

https://www.youtube.com/watch?v=tw4fixp5QD8

Moreover, CommBank has also partnered with Good Shepherd, a financial inclusion products and services firm, to create the Financial Independence Hub (FIH), which will allow people, who were previously impacted by financial abuse, to have access to a free specialist one-on-one financial coaching program, helping them get back on their feet, with referrals to support services, and where appropriate access to solutions like interest-free loans.

CommBank has also enlisted former frontwoman of Australian band The Preatures, Isabella Manfredi, who lent her voice to the Next Chapter Commitment, as a poignant reminder that recovery is possible and that help is out there.

Mandie van der Merwe, M&C Saatchi Sydney’s executive creative director, shared that CommBank has systems in place to help people recover from financial abuse, but people weren’t aware of this. 

“The focus of the ‘Next Chapter Commitment’ is to illuminate to all Australians about this support, regardless of who they bank with, and also bring to light this hidden epidemic of financial abuse. It is inspiring to be working with a client that has made such a firm and ongoing commitment to address this huge societal issue,” she said.

Meanwhile, Dianne Everett, Commonwealth Bank’s general manager of brand, sponsorship, and social, shared that a purpose-led goal needs purpose-led partnerships and they have been partnered by a team at M&C Saatchi that have cared as much about creating pathways to financial independence as they do, and they have stretched themselves to deliver much more than an advertising campaign.

“We want to help create a future that is free of financial abuse, and we’re incredibly proud to work with Isabella to bring this important message to life, while at the same time doing our part in supporting homegrown artists,” said Everett.

This campaign will invite five million CommBank customers to support the ‘Next Chapter Commitment’, joining the bank to help end financial abuse. In addition, CommBank’s social channels will be used to educate the public about financial abuse, giving the next generation the tools and information to help prevent it.

Singapore – Live streaming solutions BeLive Technology has piloted a live shopping campaign with Southeast Asian super app Grab called ‘Grab Live Beta’. The said campaign is now first available in Vietnam as well as Thailand. 

‘Grab Live Beta’ will allow participating merchants on Grab to engage with consumers in real-time, while increasing their overall visibility and brand awareness. Some of the features available in the live shopping campaign include addressing enquiries via the chat function and a new virtual gifting beta feature that allows consumers to show their support for content or influencers that interest them.

Commenting on the new partnership between BeLive Technology and Grab, Kenneth Tan, CEO and co-founder at BeLive Technology, said, “BeLive Technology is delighted to power live streams for Southeast Asia’s leading super-app, Grab. Merchants on Grab Live would be able to build meaningful connections with their customers and order directly on lossless, low-latency live video. This collaboration reinforces our commitment to empowering brands around the world.”

The new campaign follows after BeLive Technology has recently raised S$6m in a bridge funding round, bringing the company’s total funding to S$10m. BeLive Technology operates from Singapore and Vietnam, and has delivered 3.7 billion minutes of live video to over 100 million viewers worldwide.

India — Evergreen Club, the online community for older adults has launched their Women’s Day campaign entitled #LadyActYourAge underscoring age-related plights like stereotyping faced by elderly women in everyday life. Evergreen cites the recent report stating that the ageing population in India has grown 34 per cent between the timespan of 2011 and 2021 and alongside it grew the loneliness and typecasting amongst this age bracket.

Through a video, this social media campaign by Evergreen Club explores the conflicting messages women have been given about how they should look, live, and behave as they get older.

https://www.youtube.com/watch?v=tpTaUJB3X-E&feature=youtu.be

#LadyActYourAge serves as a powerful reminder for viewers to change their actions, way of speaking, and the expectations society puts on older women. It also reminds us to beat gender and age-related stereotypes, and give elderly women the freedom to make their own choices.

Tapan Mishra, founder of Evergreen Club, said that society often expects older women need to behave a certain way and act according to their age. Mishra continued by saying that during his conversations with Evergreen Club members, he constantly observed how they have been breaking the stereotypes they have been subjected to.

“This International Women’s Day, we aim to highlight these issues so that people take cognizance of the same and take it upon themselves to spread the message to create a sensitive world for the elders, and more so, for the elderly women,” Mishra said.

Western Australia — Racing and wagering Western Australia brand TABtouch has recruited global rock music legend and co-lead singer of KISS, Gene Simmons in a promotion to encourage punters to use their ‘Touch’ in a new brand campaign spearheaded by a series of three TVCs from Clemenger BBDO Sydney.

‘The Touch’ campaign underscores the passion of TABtouch customers who believe they have the knack of picking a winner – and reminds them to use it wisely with the help of the iconic rocker Gene Simmons.

The campaign consists of three short videos, all starring Simmons and goes into a hypothetical scenario where the rock legend switches roles with an everyday TABtouch user or punter to sing them praises and tips on a reworked version of ’80s Stan Bush hit, ‘You’ve got the touch’. Simmons is clad in his usual KISS ensemble and sings praises to a bewildered but much amused TABtouch fan.

The series culminates with ‘Unplugged’, where Simmons reminds punters that even those with ‘The Touch’ should gamble responsibly – and not at the expense of spending time with people they love.

Brendan Willenberg, executive creative director ofClemenger BBDO Sydney, said that when TABtouch came to them with the brief to go big, they took them literally by getting the seven-foot Gene Simmons to rip out an old 80s anthem that worships the punter. Willenberg adds that the campaigns are a lot of fun and already doing wonders for the brand.

Katie Roberts, head of marketing of TABtouch, commented, “We’re thrilled to be launching our new ‘The Touch’ brand campaign together with the Clemenger BBDO Sydney team who have built on the equity of TABtouch to bring some fun and excitement to the brand. Here at TABtouch, we are in the business of entertainment, so who better to front our campaign than the ultimate entertainer Gene Simmons.”

Meanwhile, Michael Downing, director at Sweetshop, shared, “These scripts had me with ‘that’s not a horse mate, that’s Gene Simmons from KISS’. This is the comedy I like to do. Smart, reality-based ideas with Gene Simmons. In a pub. With a chicken parmie. Ordinary folks trying to go about their day and when juxtaposed with the Glam Rock world they ignite a quiet explosion of comedy. And then there’s Dene the Head Banger who lives in his Mother’s basement. That’s actually me!”

The campaign is running nationally on Sky Racing, and in Western Australia on subscription and free to air TV, print, OOH, digital and radio – with more spots coming in the future.

In addition to the TV campaigns, Clemenger BBDO has refreshed TABtouch’s brand design to ensure it is distinct and modern with a bold new visual identity to be used across audience touchpoints.

Mumbai, India – Pass Pass Pulse, one of the leading candy brands in India, has launched its annual World Compliment Day campaign. World Compliment Day is an annual brand property in which Pulse lauds select brands that are the ‘pulse’ of their category for their outstanding contributions.

With the campaign conceptualised and created by FoxyMoron, Pulse complimented this year confectionary brands like Colgate, Amul, Maruti, Domino’s, Sleepwell, amongst others, using quirky copy and smart design. The campaign recognizes the efforts of these brands intending to engage in targeted brand banter on social media.

Pulse’s creative with Colgate on Instagram

Arvind Kumar, general manager for marketing of Dharampal Satyapal Foods Ltd., said, “Pulse’s World Compliment Day campaigns have gained a lot of traction over the last 3 years. Brand banter as a concept has become popular over the years and Pulse is proudly one of the early adopters and trendsetters in this space. We are confident that Pulse’s brand voice is going to lead to great engagement and banter across multiple brand communities, which will help us in our endeavour to associate Pulse with positivity and engagement.” 

Pulse’s creative with Maggi on Instagram

Prachi Bali, national head client partnerships and business head of North FoxyMoron, commented, “This year we’ve focused on paying compliments to brands that have made profound contributions in their respective categories. This is the kind of positive consumer sentiment Pulse has always stood for and we want people to continue to associate Pulse with.” 

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.