Tag: Campaign

Mumbai, India – Notebook and tablet brand Lenovo has launched a new campaign to further strengthen its brand presence in India by highlighting the different ways its personal electronics are helping consumers, may it be in education, ensuring consumers’ security, and adding to the environment’s sustainability. 

Done in collaboration with creative agency The Womb, the campaign ‘We’ve Got Your Back’ features four different ads with a unique direction – literally, the films only show the backs of people in the ads. 

The campaign’s team said that through this, Lenovo aims to stand out from the other corporate campaigns in the country. Suyash Khabya, The Womb’s creative head, noted that it is easy to bring out emotions through the face, but in this campaign, they needed to land their idea “through the backs.” 

“It was quite a challenge, but I think we’ve done a great job of it. We wanted to keep the stories real. So we shot in the Puducherry Lenovo factory. We shot the teachers in Meghalaya. We shot kids in the jungles. And that’s why the films appear so authentic,” said Khabya. 

Titled, ‘Security’, ‘Make in India’, and ‘Education’, as well as ‘Environment’, each of the ads shows Lenovo’s commitment to consumers and the country such as in building a sustainable future, empowering teachers and students in the remotest of locations, and creating a community workforce that manufactures in the country, as well as the brand’s commitment towards security in processes and devices.

Navin Talreja, The Womb’s founding partner, said, “‘We got your back’ is a beautifully shot visual treat served in the form of four beautiful stories, that take the audience on a journey of Lenovo serving the community, environment, and its many stakeholders.”

Amit Doshi, Lenovo’s CMO for India, also commented, “The films have, of course, been shot wonderfully and hold a place of pride for us. However, the effort goes well beyond that and includes countless hours spent together in unearthing these stories and uncovering the human emotions central to each of them.”

Sydney, Australia – Global smartphone brand Samsung has unveiled Sabrina Carpenter, American singer-songwriter, actor, and producer, as its newest influencer partner and for a new activation campaign, Samsung aimed to spread cheer for the holiday season by picking three pairs of Carpenter’s fans, and allowing their unique inspiring stories to be the theme of Carpenter’s personally composed songs.

Created in collaboration with socially-led creative agency We Are Social Australia, the heart of the campaign are music videos directed by Gia Coppola, namely ‘The Long-Distance Diners’, ‘Dancing In The Dugout’, and ‘Panic! In The Treehouse’. Carpenter wrote each song using a story from her fans’ lives as inspiration alongside her producer and co-writer Leroy Clampitt. For each surprise as well, Samsung grants the fans with a Samsung Galaxy gift emblematic of their unique stories to inspire further holiday gifting between friends.

‘The Long-Distance Diners’ features best friends Lee and Sofia reuniting for the first time in two years, who have lived 400 miles apart in Sweden. Meanwhile, the ‘Dancing In The Dugout’ film highlights former softball teammates Erin and Ari who will be returning to the field where they forged their close friendship, while ‘Panic! In The Treehouse’ recalls a close encounter shared by sisters Annie and Jamie, reuniting for the first time since leaving for college. 

Edu Pou, We Are Social Australia’s executive creative director, commented, “These are real stories, turned into incredibly rich songs with an artist’s genuine creative team, brought to life with industry-best creatives and gifted back to the fans, who’ve generously shared their authentic, emotional responses with us.”

The campaign is now available globally across Carpenter and Samsung’s social channels.

Auckland, New Zealand – Christmas is just around the corner, and it’s time for another variety of heart-warming campaigns across the region. Such is the case with the latest ad from airline Air New Zealand alongside creative agency Bastion Shine, which is centered around the theme of aiding others to bring cheer this Yuletide season.

The ad features an assistant elf breaking the ‘news’ to Santa Claus that they might not be able to enter New Zealand this Christmas. While listing down potential personas that Santa thinks can be helpful, he ‘rings up’ flight stewards and asks them for assistance in delivering Christmas gifts across New Zealand. The campaign ends with the phrase ‘magical deliveries might be heading your way’, signalling upcoming campaigns from the airline this season.

As part of their Christmas campaign, the airline offers Kiwis the chance to win daily prizes for the 12 days of Christmas, including Airpoints Dollars™, a rewards program of the airline, and two return tickets to New York.

Air New Zealand Chief Customer and Sales Officer Leanne Geraghty says it has been another tough year for many New Zealanders but things are looking up with international travel on the horizon in 2022, including the launch of the airline’s long-awaited New York route.

“We’re excited to be able to provide some cheer and happiness this holiday season and to be reconnecting friends and whānau when international travel restrictions ease in early 2022,” Geraghty said.

She added, “The daily prize draw along with some surprises around the country are our way of saying thanks to our valued customers for standing by us through another challenging year.”

Speaking about the campaign execution, Simon Curran, CEO at Bastion Shine, said, “There’s no doubt that the whole country has been looking forward to Christmas more than ever this year, so we’re glad to work with our amazing partners Air New Zealand to add a little extra cheer to this festive season. And thankful that we can look forward to 2022 with some optimism, both for Air New Zealand and for the entire country.”

Meanwhile, Josh Frizzell, director at Bastion Shine, commented, “What a great gig to get at the end of a very trying few months in lockdown, love the Air New Zealand crew and the team at Bastion Shine, full support from Reel Factory and a great cast and crew. The dream job to take us all into to Christmas. Thanks Santa!”

Singapore – Insurance company Prudential in Singapore has launched a new campaign where they will be giving away 85 limited edition decks of their “Ready, Reset, Go! Power Cards”, specially crafted to help Singaporeans improve their overall well-being amid the COVID-19 pandemic.

The deck consists of 15 cards divided into three categories that are key to living well holistically – finances; health and wellness; and work and relationships. Each card in these categories contains an interesting tidbit followed by a prompt for the reader to take an action step that will improve the state of their wealth, health, or work or social life. 

Also included in the deck are three blank cards that people can personalize by penning intentions and reflections as they take action to improve their well-being.

For people checking on the cards under the ‘finance’ category, the cards direct them to discover a set of wealth solutions that are available on Pulse, a digital health and wellness app from Prudential. Meanwhile, on checking cards under the ‘health and wellness’ category, they need to follow the instructions on the card to access a ‘BMI Recorder’ on Pulse. The feature just needs the user to upload a selfie to reveal their BMI. A SG$50 Deliveroo voucher is also available within the card deck of the ‘work and relationships’ category.

The campaign will run from 2 to 24 December 2021, until stocks last. To join the contest, consumers can register an account on the Pulse by Prudential app. Then, take a screenshot of the registration page and send it to a dedicated email address and wait for confirmation.

Australia – As part of Brighte’s commitment to providing consumers affordable solar, battery, and home improvements, the green financer has launched a new campaign to help Australians bring ‘the sun’ home.

The new campaign, created in collaboration with independent creative agency Paper Moose, aims to boost Brighte’s name among Australian homeowners, building on its new visual identity and brand platform, ‘Bringing Sustainable Home’. 

Featuring the song ‘Brighte Here Brighte Now’, which is a take on the classic by Fatboy Slim, the campaign explores the energy, excitement, and benefits of getting solar for your home.

https://www.youtube.com/watch?v=7PqVGk8bJJI&t=1s

Malini Sietaram, Brighte’s chief revenue and marketing officer, points out that while a lot of Australians want to add solar to their home, reducing both their energy bills and CO2 emissions, they don’t know where to begin.

“Brighte helps you get solar sooner by removing the upfront cost through our 0% interest payment plans and our trusted network of tradies means you can start immediately. We love Paper Moose’s thinking with ‘bring the sun home’, as it shows Aussies how they can shift power back to their homes through the sun and start Brighte here, Brighte now,” said Sietaram. 

She added, “The sun is the perfect fit for us. It’s our brand essence and central to our identity, it shines bright. For us at Brighte, we live for the sunrise and sunset. The possibilities of each new day and the optimism that the future is Brighte.”

Meanwhile, Nick Hunter, Paper Moose’s CEO and founding partner, commented “Brighte is a dream partner for Paper Moose and so helping them on their mission to make every home sustainable has been a personal endeavor for the entire team. And props to eco-minded Norman Cook for the perfect tune to help us all bring the sun home.” 

The campaign adds to the growing line of purpose-led work by Paper Moose, which recently repositioned to ‘The change makers’ and launched the ‘Buy One Give One’ initiative to support innovators working to decarbonize the economy.

Mumbai, India – In the true nature of the action-packed sequences in the latest movie ‘Red Notice’, streaming platform Netflix in India had launched an on-ground campaign that invited shoppers to become ‘shoplifters’ themselves, much like how the movie was all about heists.

The campaign is activated at the Phoenix Palladium mall in Mumbai. The 3000 square feet space is guarded with lasers, sensors, secret codes, CCTV cameras, alarms, and top-notch security. The heist is successfully completed when one is able to steal from the Red Notice Shop. Prizes include not only tech products and ownable shop merchandise but also three precious gold Faberge eggs from the film with exclusive rewards inside them.

The campaign ran from 25 to 28 November. ‘Red Notice’ is a film that stars Hollywood stars Dwayne Johnson, Gal Gadot, and Ryan Reynolds. The general premise of the film is that of an FBI agent (played by Johnson) who reluctantly teams up with a renowned art thief (played by Reynolds) in order to catch an even more notorious criminal (played by Gadot).

Speaking about the activation of the campaign, Debashish Ghosh, national creative director at 22feet Tribal Worldwide said, “Most viewers fantasize about being in a role similar to one of their favorite characters or plots in a film. We wanted to give them an unexpected leg-up. So, we set up a shop to pull off a heist where stealers are keepers if you don’t get caught. And if you do, you don’t land up behind bars. Either way, the experience leaves an indelible mark and lodges Netflix and Red Notice in your memory for good.”

To generate buzz about the Red Notice Shop, a promo film was launched that introduced the shop to the fans. The film has been shared by fans including content creators like Abish Mathew, Kumar Varun, Mermaid Scales among others.

Singapore – Over the weekend, a mysterious ‘‘#SmartHonestAdvice’ movement has caught the attention of Singaporeans, where a fleet of vans featuring candid advice on general topics in life, including home financing, was seen across 50 island-wide locations in Singapore. 

Today, the digital property marketplace in SEA, PropertyGuru Group, has revealed that its mortgage marketplace, PropertyGuru Finance, was behind the mysterious movement, which has quickly gained traction on social media, with netizens posting vans images with the hashtag ‘#SmartHonestAdvice’.

As part of the ‘#SmartHonestAdvice’ movement, PropertyGuru Finance is also engaging several online personalities in Singapore like Gladys Ng and Alexia Lim, to share their own ‘#SmartHonestAdvice” on their social media networks. In addition, they will encourage their followers to share similar ‘#SmartHonestAdvice’ on their social media channels.

Bjorn Sprengers, Property Group’s chief marketing officer and head of fintech, shared that they wanted to spark conversations among Singaporeans around the importance of seeking real, honest advice to help them make better decisions for almost any life situation, especially when it comes to crucial financial matters like securing the best home loan.

“We also want to encourage Singaporeans to lead such conversations by sharing their own #SmartHonestAdvice on social media. On a less serious note, we hope to get a light chuckle out of those who catch the advice,” said Sprengers. 

PropertyGuru said that the movement also aligns with the ‘PropertyGuru Finance – Smart, Honest Advice’ brand campaign, which unveiled a TV commercial featuring actor Aaron Charles Mossadeg. 

The commercial puts a comic spin on the metaphorical pain a family of four feels when they discover their “could haves” from the money saved from their mortgages, like fulfilling their children’s dream of owning a pet dog or enjoying a king crab seafood feast as a family.

Singapore – Global hospitality campaign Hilton has launched its newest campaign, ‘Travel The World’, which aims to inspire consumers to explore the wonders of their home countries, and discover local alternatives that match the experiences at some of their favorite international destinations.

The campaign reflects the hotel chain’s understanding of sentiment among consumers who are eager to explore something new, yet feel more comfortable traveling closer to home. In addition, the new campaign aims to showcase how domestic travel offers a wealth of similarly wonderful experiences that are a lot more accessible.

“[The] ‘Travel the World’ [campaign] highlights the endless options for international-inspired travel accessible from many Hilton hotels in Australia, Japan, Thailand, and Malaysia. There is no shortage of culture, nature, adventure, and food and wine in these countries and the campaign celebrates them all, highlighting the best travel experiences across the region,” Hilton said in a press statement.

Hilton features a lot of destinations and experiences in this campaign, ranging from experiencing the wine bordeaux region in Australia, exploring water canals in Bangkok, Thailand, or snacking on ‘takoyaki’ on the streets of Osaka, Japan.

Speaking about the campaign, Ben George, senior vice president and commercial director for Asia-Pacific at Hilton stated that they understand that there is a significant pent-up demand to travel or reconnect with loved ones, adding that they continue to adapt to meet the evolving needs of their guests.

“With 500 hotels across Asia Pacific, Hilton has the breadth and depth of properties across 11 trusted brands for travelers to connect with these local experiences, all of which deliver the exceptional hospitality that we are known for. Our latest marketing campaign, ‘Travel the World,’ inspires and connects consumers in large domestic travel markets Japan, Australia, Malaysia, and Thailand to experiences they can have in their home countries that satisfy their international travel ambitions,” George stated.

He also cited an internal study they have made on proprietary consumer research in Asia-Pacific, and found that on average, 34% of families are now more actively looking to book domestic travel versus pre-pandemic.

Live now until 31 January 2022, ‘Travel the World’ is a predominately digital campaign running across Facebook, Instagram, and YouTube, leveraging a number of digital advertising partners. The campaign includes use of hyper-personalized videos delivered to dozens of unique audiences in real-time through the power of Google’s digital marketing engine. 

In addition, the campaign features both social and digital content including videos, social media, and display advertising with the creative concept and key assets developed by regional advertising agency KVUR, which is based in Singapore.

Hong Kong – On-demand delivery platform Lalamove in Hong Kong has launched a new campaign that transforms its delivery trucks into moving pieces of art, thanks to the support of local artistic talents.

The campaign features four artists namely Din Dong, PureHay Art, Thomas napoleon, and Wa Gor, to which they took Lalamove’s orange branding as inspiration, to present Lalamove’s diverse range of services through each of their unique styles.

For Din Dong’s art style, him and his friends are dressing up as Lalamove’s driver-partners and couriers to deliver all kinds of goods, including their furry friends, delivering surprises to Hong Kongers in every district. Meanwhile, Art’s work employed his well-known’ ‘digital punk’ style and turned Lalamove’s delivered parcels into deconstructed goods inside delivery robots’ headpieces, presenting Lalamove’s services in a futuristic way.

Napoleon’s artwork, on the other hand, depicts a ‘dreamy’ delivery scene that captures Lalamove driver and walker partners who deliver to every corner of the city with flying speed. The robot he created marked the number ‘1022’, echoing Lalamove’s anniversary. 

Lastly, Gor’s calligraphy can be seen on numerous Hong Kong movie posters. He incorporated traditional Chinese calligraphy into his artwork, giving Lalamove’s brand slogan an extra ‘oomph’ with his distinct calligraphic style. His strong and powerful strokes furnish the truck with an understated beauty while conveying a sense of safety and reliability – Lalamove’s brand promises. 

From 25 November onwards, the eight limited-edition trucks will roam the streets of Hong Kong for six consecutive months, celebrating the company’s 8th anniversary. The Lalamove trucks will make a surprise appearance on Haiphong Road in Tsim Sha Tsui on 5 December. Din Dong Cat will also join the party to deliver joy.

Alex Kwan, director for marketing at Lalamove, said, “Lalamove is not just about delivering goods. We are helping people to solve their daily problems by bringing convenience through our reliable and fast delivery service. We are pleased to partner with four talented local artists to together transform the trucks, which are usually regarded as functional tools, into art pieces that pedestrians could appreciate. 

Kwan added, “We welcome more driver-partners to join this campaign and turn their trucks into walking works of art that form parts of Hong Kongers’ lives, like Lalamove’s services.”

Lalamove is also giving out special prizes to selected consumers who capture and post pictures of the special-edition trucks on Instagram with a caption on how they plan to deliver joy to their friends and family this Christmas tagging @lalamovehk and #LalamoveSupportsLocalArtist. The event will last from 25 November to 15 December.

Bangkok, Thailand – Following the launch of their Malaysian and Indonesian campaign as part of the Hari Raya celebration, used car sales platform Carsome has launched a new campaign for their Thailand market, demonstrating that buying and selling used cars on the platform is easy and safe using a tongue-in-cheek narrative.

Titled ‘Mr. Handsome’, the campaign features a married couple, where the wife scolds her husband for checking in used cars on Carsome, which quite literally ‘drops’ at their home. For every concern the wife raises regarding transacting on the platform, a Carsome salesperson enters the scene, noting that all cars enter a 175-point inspection, prices are set with no hidden fees, every car has a 1-year warranty, plus other services.

The ad continues to take a more quirky turn as for every promise the salesperson makes, the husband ‘takes off’ parts of his body, until both him and his wife are ‘left’ later with hands as she sold the car as well, showing that at the tip of our fingers, transacting on Carsome is as easy as scrolling on our phones–whether buying or selling.

Speaking about the creative process for the ad, Chaval Sindhusingha, creative group head at VMLY&R Thailand, stated that through the ad, they used bold and quirky sense of humor plus a touch of Thai insights, along with impactful visuals to create a positive brand association, register top-of-mind awareness and be the most recalled brand when it comes to used car purchase.

“At VMLY&R it’s our mission to build connected brands. Carsome is an online used car platform that offers exceptional ease and confidence when buying and selling used cars. The challenge was to differentiate the brand from all existing others in the market, while also highlighting the many selling points it offers,” Sindhusingha stated.

Meanwhile, Derek Tan, chief brand officer at Carsome, remarked that they are happy to work with VMLY&R to bring their vision and ideas to life through their brand film in Thailand.

“At Carsome, we understand the pain point of the used car industry which is fragmented and marred by distrust. We leverage on data and technology innovation to streamline the used car transaction process, with the aim of helping our customers move forward with peace of mind – per the film, Aud doesn’t need a head to worry about his purchase, a heart to go through a heart attack over prices or problems, nor even legs to go out and buy a car. Buying a car from Carsome is as easy as counting 1-2-3: only a single hand is required,” Tan said.

The film is part of a wider campaign across online and offline channels including TV, radio, billboards, digital LED screens and showrooms in Bangkok including location-based ad optimization for digital.