Tag: Campaign

Shanghai, China – To celebrate the upcoming Chinese New Year, automotive manufacturer BMW in China has launched a new campaign, with the aim to bring sheer joy to all its customers across the country.

BMW said that its Chinese name ‘Bao Ma’ translates to ‘precious horse’, and the campaign is a visual feast of the ‘precious horse’ celebrating and welcoming the Year of the Tiger, an animal known for its vibrancy, playfulness, and bravery, as well as power.

The campaign, which was created in collaboration with creative production agency TBWA\BOLT and artists from Real Good Studio, utilises various visual and audio elements amplifying ‘Hu’ or Tiger in Chinese and ‘Ma’, the ‘precious horse in Chinese, to represent the Year of the Tiger.

Titled ‘Nothing but sheer joy’, the campaign seeks to brighten and entertain, bringing a lighthearted smile to the audience wherever they are during this festive season, veering away from seasonal campaign stereotypes of heavy-hearted emotional family reunions and CNY messages.

Stephane Koeppel, BMW China’s VP of brand and marketing, said “The campaign brings an unexpected and unique perspective to Chinese New Year celebrations by bringing together the dynamic and complementary characteristics of these two auspicious animals.”

Meanwhile, Mo Chen, BMW China’s executive creative director, explains that the campaign injects a sense of joy, which is at the centre of BMW’s brand, together with the Tiger to deliver an entertaining creatively unique experience.

“No tears, no pressure, nothing but sheer joy to welcome in the Year of the Tiger,” said Chen.

The campaign kicked off last 27 January, and was launched in cinemas and across social media including Weibo, China’s Tiktok, and Bilibili, as well as BMW’s own channels. The scope also includes films, posters, and consumer engagement via a user-generated content (UGC) component where the audience is invited to join, create, and deliver their individual interpretations of joy during the celebration.

In addition, the campaign includes a physical set of limited designed collectables including Red Packets and Spring Festival Scrolls, which can be accessed via BMW China’s official app.

Hong Kong – To kickstart the new year, financial institution HSBC in Hong Kong has launched its annual ‘Go Goal Day’ campaign, aimed at empowering people in the country to pursue their dreams, and open up a world of opportunity as they go towards where they aspire to be.

Titled ‘1.23 Go Goal Day’, this year’s campaign was launched on 23 January, with the date and name of this day resembling the expression of ‘1, 2, 3, go!’, HSBC has made it a representation of courage for everyone who goes after their dreams. 

The campaign, which is developed in collaboration with creative and CRM agency Wunderman Thompson, includes a thematic video featuring the country’s superstar Keung To, as well as a series of social posts by influencers around the city who took the lead to share their goals.

The teaser is followed by offline stunts to engage the audience in real life, such as the iconic OOH wall in the Tsim Sha Tsui MTR station in Hong Kong, a 1:1 Keung To digital greet with the audience, and an introduction of HSBC services. 

Moreover, the audience is encouraged to scan the QR code and learn more about the products and services that will potentially support them in achieving their goals. The bank has also leveraged on its LED wall to launch a brand new O2O customer journey. 

According to HSBC, during the entire Lunar New Year period, giant digital red packets will rain down the HSBC Main Building to bring luck and fortune to the city. For the very first time, the offline initiative is bringing the customers back to their social media platform, where they can participate in a game on Facebook to complete the journey.

“This full-funnel, holistic ‘1.23 Go Goal Day’ campaign will take everyone in Hong Kong closer to their hopes and dreams, whether it be financial, health goals, or just happiness in general,” said HSBC.

Kuala Lumpur, Malaysia – In this year’s Chinese New Year (CNY) celebration, natural bottled water brand Spritzer in Malaysia has launched a new campaign, aimed at infusing a little fun and a whole lot of natural goodness into popular CNY dishes. 

The campaign, which was created by advertising agency FCB Malaysia, highlights the benefits of the silica in Spritzer Natural Mineral Water. Titled ‘Auspicious Dishes, Spritzer Wishes’, the campaign also features many familiar sights of a Chinese restaurant, reunion dinner, and plenty of happy family members, but it mainly focuses on the dishes that are being served and the wishes that accompany them, which were delivered by the head chef of the restaurant.

Shiao Chan, Spritzer’s group marketing manager, shared that they wanted to continue introducing the benefits of Spritzer Silica-rich Natural Mineral Water at a time when Malaysians would be consuming a lot of beverages during house visits and family meals, but they knew they had to do it in a way that’s contextual to the occasion.

“Not only did this film achieve all of that, but it also gave us an opportunity to carve out a new purpose for the product by encouraging celebrants to prepare their CNY dishes with Spritzer – so that everyone can enjoy all the benefits of our natural mineral water, especially those that the silica brings as a result of enhanced collagen production, namely softer skin, shinier hair, and stronger nails,” said Chan.

Meanwhile, Wang Ie Tjer, FCB Malaysia’s head of creative, said that they approached this film in a no-holds-barred manner because they believed that even though this is a commercial for a mineral water brand, it can still be really flavourful, entertaining, and insightful. 

“We decided to leverage the insight of how every CNY dish usually comes with an auspicious wish, and then creatively turn the wishes into something that works for the brand and occasion. A big shout out to our partners at Restless Productions for bringing this film to life so beautifully, and also to our amazing clients at Spritzer for believing in the idea,” said Tjer.

The campaign has been launched last 10 January, and is still running across Spritzer’s social and digital channels.

Singapore — The LEGO Group has launched a promotional campaign ahead of the Chinese New Year to celebrate and keep the cultural heritage behind the annual celebration. The campaign was done in collaboration with Malaysian TV show host and content artist Danny Ah Boy.

The promotional video which features Danny Ah Boy entitled ’Abundant Joy’ highlights the traditions behind the Chinese New Year festivities that have been a generational practice and the familiar warmth of family get-togethers.

True to its message, Danny, the protagonist, visits his home for the festivities and goes through a nostalgic reflection on the history of his family, the quest of his father to continue the legacy of Chinese culture, and the importance of familial bond despite the physical distance. The film also showcases LEGO’s new product, the 80108 LEGO Lunar New Year Traditions set, being assembled as a bonding activity by the protagonist’s family.

The video also featured other Chinese Traditional Festival LEGO sets namely the 80109 LEGO Lunar New Year Ice Festival, 80108 LEGO Lunar New Year Traditions set, and the Year Of The Tiger set,  JJf29 LEGO Majestic Tiger.

Rohan Mathur, marketing director of LEGO Southeast Asia, commented, “As families near and far celebrate the festive season, we hope that this video will inspire people to relook at the heritage practices that bind us together, give the gift of play to each other, and rise to new heights in this new chapter in their lives.”

Singapore – The Chinese New Year celebrations are fast approaching, and there is no shortage of CNY-themed ads and campaigns we can all enjoy. Like this latest campaign from Zenyum, a healthcare brand, where it focuses on the brand message of encouraging people to smile more.

In this 2-minute ad spot, this endearing and quirky film is about Jun Jie, a lion who can’t seem to open wide and seize his ‘ang pows’, until he gets help from his good friend Julie and Dr. Gigi. Titled ‘The Lion Who Couldn’t Smile’, the campaign’s overall message is all about the brand being equally eager to create stories and experiences that deliver on the same promise of ‘smile more’ and promoting their products, such as its “Invisible Braces”.

Speaking about the campaign, Eddie Azadi, VP for creative at Zenyum, said, “Having recently launched a Smile Gym in Singapore and a Smile Land theme park in Hong Kong, this festive film is a positive start to a year that promises plenty more playful pop-ups, unconventional collabs, and meaningful creative endeavours.”

Meanwhile, Bassam Abdel-Rahman, SVP for marketing at Zenyum, commented, “We are a young brand in build mode. So we wondered if it was “too soon” for us to go out with a big brand statement like this. But when Eddie first presented the idea the whole company instantly got behind it – we love work that is as entertaining to make as it is to experience.”

The films were created in collaboration with Fishermen Integrated and Mighty Humble Productions.

New Zealand – DairyNZ, the industry organisation that represents all dairy farmers in New Zealand, has launched a new campaign with the aim to give Kiwis a better understanding of what it means to be a dairy farmer.

The new campaign, which was created in collaboration with creative agency Proximity New Zealand, looks into the daily life on a farm, from working with machinery and technology to caring for animals and the land. 

Titled ‘Join Us’, the campaign is fronted by Eastern Bay of Plenty dairy farmer Shannon Munro, who has been dairy farming for about 10 years. With her husband and three children, Munro moved away from urban city life to provide a different upbringing for her young family. They moved from Te Puke to Ngakuru, a rural community in Rotorua Lakes, where her husband found a job as a farm assistant, and over the next decade, as their family expanded, they progressed into farm manager and 2IC roles, and then into contract milking, moving around the country as opportunities came up which include farming in Canterbury and the Waikato.

Munro said that as a young Māori woman, she is proud to be presenting a different face to dairy farming and to be associated with the campaign to show people what dairy farming has to offer as a career.

“Dairy farming offers really great opportunities and a great lifestyle. There are lots of opportunities for people to progress quickly and it’s very rewarding,” said Munro.

Meanwhile, Tim Mackle, DairyNZ’s CEO, shared that the ‘Join Us’ campaign is part of a wider project – ‘Here for the Long Game’ – aiming to help communities understand what drives dairy farmers, and how they are working to provide a better future for their farms, the land, their families, and their communities, as well as New Zealand.

“Our wider ‘Here For the Long Game’ campaign is a platform for dairy farmers to share with other Kiwis who they are and what they do in a way that’s open and fun. It’s about showing young Kiwis that, for those keen to get stuck in, dairying offers a truly rewarding career and lifestyle. By joining us, you’re not only securing your own future but becoming part of creating a better one for all New Zealanders,” said Mackle.

Malaysia – In conjunction with the upcoming Chinese New Year (CNY) celebration, Malaysian telco Digi has released a new short film, aimed at reminding Malaysians from all walks of life that ‘love’, ‘compassion’, and ‘understanding’ begins with family.

The short film, which was developed in partnership with marketing communications agency Naga DDB Tribal, highlights the importance of being flag-bearers of hope for one another.

Titled ‘The Undivided Heart’, the film tells the story of Amy, a young lady who inherits the family restaurant in the most challenging of times. This leads to friction between family members who run the business with her. Ultimately, she learns that the love of family is the cornerstone in times of adversity.

Cheng Weng Hong, Digi’s chief sales officer, shared that the telco wanted to inspire Malaysians to remain hopeful and optimistic during these new beginnings that bring families closer together as one. 

“On behalf of Digi, we would like to wish all Malaysians a very Happy Chinese New Year and to stay safe this festive season while adhering to strict standard operating procedures when spending quality time reconnecting with loved ones,” said Hong.

Meanwhile, Loo Chun Guan, Naga DDB Tribal’s creative director, commented, “This true-to-life story brought to life by the team at Naga DDB Tribal and Mojo Films reminds us that above all family is our true wealth. We would also like to take the opportunity to wish all Malaysians and their families a Happy Chinese New Year.”

Mumbai, India – LEAD, an Indian edtech that has recently reached unicorn status, has launched its newest campaign focused on the visible learning outcomes of children studying in LEAD Powered Schools. In addition, the campaign is also running on activity-based, practical learning methods that depart from old, lecture-based passive modes of teaching and learning that the parents’ generation was accustomed to.

As part of the campaign, two ads are released, which are conceptualised by creative agency TBWA and directed by filmmaker Nitesh Tiwari. These ads will be aired across multiple GEC and regional channels, and will be a part of LEAD’s 360-degree campaign via outdoor, digital and BTL activation.

The first film, ‘Syllabification’ is an endearing story of two fathers bonding over the right way to pronounce big English words by breaking them up into syllables – a trick taught to them by their kids who go to LEAD Powered Schools. Said ad touches on the subject of visible advantages of one of LEAD’s flagship programme, ELGA (English Language and General Awareness), which teaches English as a life-skill rather than a subject.

Meanwhile, the second film, ‘Aloo Se Electricity’ shows a dad who says he would have been a scientist and inventor like his kid, if only he had the opportunity to study in a LEAD Powered School when he was growing up. The ad is built around the innovative ways in which science is taught in a LEAD Powered School via ‘learn by doing’ approach.

For LEAD Chief Marketing Officer Anupam Gurani, through this campaign, they want to help parents find the right LEAD Powered School in their vicinity, thereby bridging student learning gaps and enabling parents to provide world-class education to their child, right in their hometown.

“The pandemic continues to impact all of us, especially those belonging to the lower economic strata. There are plenty of students who have not gone to school in the past 20 months and this has resulted in severe learning gaps. This is where LEAD comes in. We are building India’s largest network of schools that provide International standard of education at an affordable price,” Gurani said.

Speaking about the filmwork process for the ad, filmmaker Nitesh Tiwari said, “It was fantastic to work with LEAD again on their new campaign. The latest films are as relatable as the previous ones for parents who are always trying to get the best education for their children. These films beautifully capture the emotion of how parents want to give more to their child and equally be a part of their learning process. The scripts felt quite personal and I ended up drawing a lot from my life experiences.”

Meanwhile, Govind Pandey, CEO of TBWA\India, commented, “LEAD is leading a movement in India to provide access to a world class education to as many kids as possible regardless of which town or city they are studying. We see many progressive and proud parents joining in and giving their kids the foundation that opens all kinds of possibilities for them in the future. This campaign reflects this and invites more and more parents to join this movement.” 

Parixit Bhattacharya, managing partner at TBWA\India, also added, “There is nothing more reassuring for a parent than seeing their child display clear, visible signs of learning. Fortunately, for parents who have enrolled their children at a LEAD powered school, this is an everyday reality. We wanted to dramatize this through the new campaign while keeping true to the insight that seeing their kids learn so well can cause a tinge of jealousy while they are flushed with pride.”

Kuala Lumpur, Malaysia – Global technology company vivo in Malaysia has released a new short film, aimed at inspiring Malaysians to reach for their dreams no matter the circumstances.

The new short film features a deaf Malaysian girl’s determination to be a national athlete. It was shot with the vivo X70 Pro, the professional photography flagship smartphone with advanced mobile imaging technology co-engineered with ZEISS.

Titled ‘Shout it Out’, the film follows the true story of Siti, a deaf Malaysian since young who, against all odds, fights her way to master Karate and represent Malaysia in an international Karate tournament. Set in scenes where she constantly faces various challenges and rejections, being laughed at and self-doubt, the film highlights her strong determination coupled with her teacher’s unwavering guidance to get her on the world stage as a national athlete.

Mallory Lee, the director of ‘Shout It Out’, shared that he wanted to capture the true essence and emotions played by Siti, showing her struggles, joy, determination and courage in reaching her dreams regardless of her difficulties.

“Using the vivo X70 Pro, I was able to capture all of that as seen in the final video. I hope Malaysians would be inspired watching this short film as it inspired me,” said Lee.

Meanwhile, Mike Xu, vivo Malaysia’s CEO, believes that every person has the potential of accomplishing great achievements, regardless of their background, and they are humbled to have the opportunity to share the life of Siti through the film. 

“Using the vivo X70 Pro’s advanced imaging technology, the film demonstrated the filming capabilities of the smartphone and its potential as a professional filmography device,” said Xu.

The ‘Shout it Out’ short film is now available and can be viewed on vivo Malaysia Official Youtube Channel.

Singapore – Insurance firm Allianz has unveiled its new campaign, aimed at inspiring people to move forward fearlessly. This is in line with the Olympic and Paralympic Winter Games Beijing 2022, which will happen on 4 February.

The new campaign, which was created in collaboration with advertising agency BBDO Shanghai, aims to highlight ‘strength’ for all athletes who are fighting for their dreams, as well as for all audiences who wholeheartedly support the athletes.

Titled ‘The Strength to Move Forward’, the film features a simple short story of a man who walked across mountains and rivers, and a girl who chased figure skating dreams. They finally meet each other in the competition and become the strength to move forward to each other.

According to BBDO Shanghai, they have encountered great challenges during the filming process such as the team almost not being able to attend the shooting as scheduled due to the impact of the pandemic in Shanghai.

“In order to present the story more realistically, both the BBDO team and the whole production team went to the plateau area to shoot. The cold weather and altitude sickness were undoubtedly huge challenges for everyone. But the production team, the actors, the BBDOers and the clients, all moved forward with the strength from each other, and finally presented the film to the world,” said the agency.