Tag: Campaign

Kuala Lumpur, Malaysia – Nicorette, the nicotine replacement therapy product brand in Malaysia with gum and transdermal patches, has launched a new anti-smoking campaign, aimed at helping both smokers and non-smokers kickstart the new year with a new habit.

Nicorette cites the national target of the country in tobacco use, where Malaysia is still expected to fall short of the target set under its National Strategic Plan for Non-Communicable Disease 2016-2025. With this in mind, Nicorette’s ‘#SamaSamaStop’ campaign, which in English translates to ‘I Want To Quit’, was born. 

The new campaign, which was developed in collaboration with Malaysia-based agency DreamsKingdoms, prods smokers to share their new habits this new year and will be rewarded with an RM50 Grab voucher. It includes an all-new interactive AR filter on Instagram, which can be used by Malaysians in joining the initiative.

Interested participants will only have to record themselves using the new AR filter, sharing what they want to quit for 2022, and post it with the hashtags ‘#SamaSamaStop’ and ‘#Nicorette’ on their Instagram profiles to get a chance to be one of the 20 lucky weekly winners.

Singapore – Tiger Beer, one of the well-known premium beer brands in Asia, has launched its first campaign for the year, featuring football icon Son Heung-Min. In it, the South Korean-bord football player invites viewers to chase the boldest of their ambitions this year, which falls under the Year of the Tiger.

The ad, titled ‘The Year of Your Tiger’, features a montage of people saying ‘this is my year’, implying the inspiration they got from Son, who notes that the Year of the Tiger is inspiring him to target his boldest ambition yet – to win a major trophy for his country. In addition, the campaign’s message notes that through dreaming big and never giving up in the face of adversity, Son overcame challenges with courage and determination.

Speaking about the campaign, Son said that he is delighted to partner with Tiger Beer in this movement to inspire people everywhere to own this year by embodying the spirit of the Tiger.

“Tigers are strong in the face of adversity and never back down from a challenge, they’re always bold and determined. I’ve always tried to have the courage to never give up on my dreams – even in the most difficult times. The Year of the Tiger is the perfect opportunity for all of us to dream big and focus on uncaging our true selves,” he stated.

The campaign was created by Publicis One Team Tiger in Singapore and is directed by The Sweet Shop’s Fausto Becatti. The campaign will roll out in all Tiger markets starting with Asia, Oceania and Brazil. In addition, it will kick off a year-long creative platform led by Son where over the next 12 months, Son and a cast of influential voices across Asia Pacific will share personal stories about dreaming big and how they intend to make the Year of the Tiger their own year. 

In regards to the campaign direction, Sean O’Donnell, global brand director at Tiger Beer explained that Tiger Beer was born from defying the odds with a bold and courageous spirit. He added that Son is a global icon who perfectly embodies this spirit of Tiger Beer – he is courageous, confident and unstoppable.

“We believe that we are all born with a Tiger inside us – a version of ourselves that knows no limits to what is possible – but few of us are able to uncage it. We are delighted to be working with Son to inspire people everywhere to use the Year of the Tiger as the catalyst to realize their true selves,” O’Donnell said.

Meanwhile, Melissa Teoh, global marketing manager for communications and digital at Tiger Beer, commented, “Tiger Beer’s brand DNA is all about inspiring people to dream big and pursue their own path, just as Son has done. In the Year of the Tiger, we plan to go beyond simply inspiring people to pursue their passions but will also empower people to do so. We’re excited to start rolling out these programs over the coming months.”

Bengaluru, India – In one of the most unexpected gifts for the holiday season, local insurance provider ACKO Insurance has recently launched a holiday campaign that targets to make roads in the city of Bengaluru safer to travel by fixing its current inconsistent road structure.

Done in partnership with creative agency Leo Burnett Orchard, the campaign sees a bunch of workers clad in Santa Claus costumes working to fix the road potholes in the wee hours of the night. The project, which is also made in partnership with organization PotHoleRaja, patched over 150 potholes near Royal Meenakshi Mall in Bannerghatta to help make the roads safer and ensure a smooth ride for the commuters.

Further in the campaign video, onlookers watch the truck doors open as the Santas get to work, with a Christmas melody as a backdrop. The following morning, residents express their joy and gratitude upon waking up to the gift of a patched-up road.

Speaking about the campaign, Ashish Mishra, EVP for marketing at ACKO, said, “The campaign was born out of our desire to play a part in eliminating this menace and making road travel safer. We made this vision a reality by collaborating with PotHoleRaja to give the city’s residents an ideal Christmas gift. The campaign is also especially close to our hearts since it is part of ACKO’s bigger mission to promote and prioritise road safety for all.”

Meanwhile, according to Prathap B., founder and CEO at PotHoleRaja, their focus is to have accident-free roads and save lives by fixing potholes. He also added that their agenda is to drive awareness and find effective means to fix potholes.

“So, when we were approached for this campaign, we felt this would be the best thing we could do during Christmas for the people of Bengaluru. We are always on the lookout for companies and partnerships that understand our vision of pothole free roads, so we thank ACKO for supporting our cause,” Prathap said.

Pravin Sutar, creative head India at Leo Burnett Orchard, added, “Christmas is all about childlike innocence and smiles. And that’s exactly what we wanted to spread for the residents of Bengaluru. We hope that we’ve raised the bar for Christmas advertising in India, with this piece.”

The film is being amplified through digital channels and across social media.

India – New Delhi’s shopping center, Select CITYWALK, has launched a new campaign that seeks to fulfill forgotten Christmas wishes and inspire people to keep believing in ‘miracles’. 

The campaign, which was conceptualized by digital agency RepIndia, celebrates the adage of “never stop believing in the magic of Christmas,” aims to ignite the spark of ‘magic’ and ‘hope’ for Select CITYWALK’s guests of all ages.

Titled ‘#MerryWishmas‘, the film features the Select CITYWALK team asking its guests what they wanted for Christmas as little children, and giving it to them as a surprise at the end of the video. The film aimed to capture the genuine warmth of surprised smiles, ending with a heartwarming message – “Make someone’s wish come true and their happiness will stay with you forever!”

Gitanjali Singh, Select CITY WALK’s vice president of marketing, commented, “This year, with our #MerryWishmas campaign, we decided to fulfill some cherished unfulfilled wishes of shoppers and our store staff and the reaction we got was truly heartwarming.”

Meanwhile, Nikhil Kashyap, RepIndia’s assistant vice president of strategy and client success, said, “I am glad we were able to assist Select CITYWALK to deliver the right experience through poignant, relatable storytelling.”

Hong Kong – Premier League, one of the well-known football leagues globally, has rolled out its second phase of anti-piracy campaign across Asia, specifically to the markets of Hong Kong and Malaysia. Said campaign is centered around the dangers that illegal football streams pose to fans.

Done in partnership with broadcast partners Astro and PCCW, the campaign notes the perils of patronizing illegal football streams which include data theft to malicious malware, as well as emphasizing the poor viewing experience through broken links and delays.

Said campaign will feature images of fan favorites such as Manchester United’s Marcus Rashford, Leicester City’s Jamie Vardy, Tottenham Hotspur’s Son Heung-min and Liverpool manager Jürgen Klopp. In addition, the campaign will be rolled out across digital platforms in Hong Kong and Malaysia.

Speaking about the campaign, Kevin Plumb, director of legal services at Premier League, said, “This campaign is an important part of our education to fans. We will continue working with our broadcast partners to fight piracy and disrupt illegal Premier League streams. However, we want to ensure supporters really understand that piracy is not only illegal but also brings with it many risks.”

He added, “Illegal Premier League streaming also means missing out on watching high-definition games in real-time with expert commentary and insights from players and managers. We want fans to enjoy the best Premier League viewing experience possible via official broadcast channels, not via broken and delayed illegal sources which also bring with them a great risk of malicious malware and ransomware.”

The Premier League is committed to tackling piracy and continues to work closely with its official broadcast partners in the region to educate consumers on the dangers they face when watching illegal football streams.

Furthermore, across the Southeast Asia region, the Premier League has also been targeting those responsible for operating illegal football streams and bringing them to justice through the courts.

Singapore – As part of the National Library Board’s (NLB) ongoing ‘National Reading Movement’, the statutory board under the Ministry of Communications and Information of the Government of Singapore, has launched a new campaign to encourage Singaporeans to “read more, read widely, and read together.”

The campaign, which was created in partnership with advertising agency Ogilvy Singapore, aims to inspire people to read more books, both fiction and non-fiction, through the NLB mobile app. 

Titled ‘Read More. Be More’, the campaign includes activity across Facebook, Instagram, and YouTube, as well as OOH in MRT stations, and digital display banners, reminding people how reading can turn day-to-day mundane situations into unexpected adventures. 

Moreover, the campaign includes two films – ‘The Unmasked Superhero’, where audiences discover how an unassuming supermarket employee mysteriously knows everything about superheroes, and ‘The Space Explorer’, which reveals how a humble tennis coach is also a budding astronomer. The two stories show how through reading books, people can expand their worlds and be so much more.

Chris Koh, the program director for National Reading Movement, noted that this year’s campaign continues to bring a fresh take in asking people to read more and widely.

“Our intent with this year’s campaign is to connect with audiences in specific everyday moments and demonstrate how reading can unexpectedly help you to be interesting, and this is true no matter what genre, language, or format reading can take,” said Koh.

Nicolas Courant, Ogilvy’s chief creative officer for Singapore and Malaysia, shared that the approach was to introduce reading as the source of how someone becomes interesting.

“By reading, you gain knowledge and knowledge leads to stronger connections with those around you,” added Courant.

Elrid Carvalho, Ogilvy Singapore’s creative director, further shared that the campaign used physical books to create their protagonists, in an aim to pull audiences into the world of books. 

“If we’ve inspired those who may have given up their reading habits, to pick up a book again, then we’ve succeeded in this campaign,” said Carvalho.

The campaign will be running until March 2022.

Manila, Philippines – Amid these very unpredictable times, Filipino rum brand Tanduay Light has launched a new campaign that aims to spread ‘good vibes’.

The campaign was created in collaboration with full-service consumer brand experience company Ace Saatchi & Saatchi. Titled ‘#AllLightLang’, a witty wordplay for ‘alright lang’ which means ‘that’s alright’, the ad highlights the everyday struggles of Bert who goes through one frustrating incident after another. Fortunately, Bert’s housemates serve as a support group, uplifting his spirits.

According to Tanduay Light, the ad reflects how the brand’s drinks are able to help ease consumers’ worries, such as dealing with work woes, drowning in chores, and stressing about bills. 

“Just like your trusted friends, it gives you that light and easy feeling after a long, stress-filled day,” said Tanduay.

Manila, Philippines – Bank of the Philippine Islands (BPI) has launched a new campaign that aims to inform new and existing customers of the ‘promise’ of turning their dreams into reality. 

Developed in partnership with creative agency BBDO Guerrero, the new campaign showcases BPI’s commitment to customers, be they new or existing, in making their goals a reality with one simple step – opening an account online in as quick as five minutes.

Titled ‘Kween Tomatita’, the new ad highlights a customer’s five-minute to five-year plans, achieving all of her goals with the help of the bank’s mobile app.

Cathy Santamaria, BPI’s chief customer and marketing officer, believes that with their vast network and innovative products and services, they can support Filipino’s everyday needs and ambitions. 

“BPI is a partner to help achieve the goals of new and existing customers. We are very excited to be working with BBDO Guerrero on this campaign,” said Santamaria.

Meanwhile, David Guerrero, BBDO’s creative chairman, said, “Our idea is to communicate the ease of starting a long-term relationship with the country’s most trusted financial institution to everyday consumers. We hope that this project is the first of many for this newfound partnership.”

Manila, Philippines – Reminiscent of what many of us have seen from our most-awaited tech product launches, Filipino fast-food chain Jollibee has taken that same theme to launch its newest product, the ‘Chick’nwich’.

The campaign was conceptualized by creative agency BBH Singapore, and was directed by Louis Nieto of Stink Films. The film, shot in Prague, describes the product as if they are taken straight out of a product launch, with descriptions such as ‘ultra-large chicken display’, ‘spatial surround crunch’, and ‘a personal hand-held device to satisfy your appetite’.

Speaking about the film production, Nieto said, “When Jollibee and BBH Singapore approached me with a ‘tech product launch’ idea, I was intrigued and excited. Pushing beyond the territory of food, I wanted to creatively portray the Chick’nwich as something that’s absolutely innovative like no other – like a highly anticipated flagship release from our favorite tech brands.”

Meanwhile, for Francis Flores, country marketing head at Jollibee Food Corporation Philippines and marketing head at Jollibee Philippines, describes their latest product as a breakthrough product for them, a new level of chicken sandwich, bringing a new level of joy to their consumers.

“This gave us the opportunity to go big, and the work from BBH Singapore and director Louis Nieto, as well as the whole crew that gave it their all, certainly does that. Together we have created an ad that we can all be proud of. We look forward to catching the attention – and appetite – of Jollibee and chicken sandwich fans,” Flores said.

Sascha Kuntze, chief creative officer at BBH Singapore, commented, “In the world of product launch ads, no one does it like how the tech giants do. The hype and excitement with a clear product focus was something we wanted to play on. Especially for a groundbreaking product like the Jollibee Chick’nwich.”

Manila, Philippines – As the Philippines gears towards the upcoming national elections come May 2022, the country’s Commission on Elections (COMELEC) has announced that they have surpassed their voter registration target, adding 5.4 million new registered voters. Part of that milestone is attributed to the commission’s recent campaign, which featured the ‘ghosts’ of well-known Philippine national heroes.

The campaign, called ‘MagparehistroKa! (vernacular for ‘Register Now!’), is conceptualized alongside creative agency MullenLowe TREYNA. The campaign is encapsulated in an interactive website, featuring the ‘ghosts’ of the country’s national heroes such as Dr. Jose Rizal, Melchora Aquino, Andres Bonifacio and Apolinario Mabini.

These ‘ghosts’ narrated their sacrifices for the country and paved the way for democracy, and then playfully urged netizens into completing their registration or else ‘something happens’.

Another layer of personalization within the campaign is the utilization of Google Maps, which helps registrants locate the nearest COMELEC office of the election officers (OEOs) or satellite registration sites from their location.

Part of the interactive website, the ‘heroes’ also reminds new registrants what to bring to the registration as well as the proper health and social protocols they must follow on the day The site also directs visitors to COMELEC’s iRehistro site where they can accomplish required details and complete their registration. 

Speaking about the campaign rollout, James Jimenez, spokesperson and director at COMELEC said, “It became our main goal to persuade these young Filipinos to register without patronizing or intimidating them. They are next in line to build the nation in the future, and giving them an opportunity to decide for the country will benefit everyone.”

As a final push when COMELEC extended voter registration until the end of October, special OPM playlists were also launched at Spotify and YouTube Music that registrants can listen to during long waiting periods at the registration sites. Listeners can choose from three OPM playlists ranging from rock anthems to girl power tunes and mellow ballads.

Local entertainment personas such as Alden Richards, Bianca Gonzalez-Intal, and Jasmine Curtis-Smith who saw the social posts from the Twitter accounts of Google Philippines and COMELEC, also helped in promoting the site.

“These results are truly overwhelming because [one] it went past our initial targets, and [two] now more young Filipinos will be involved and participate in the elections for the first time,” Jimenez concluded.