Tag: Campaign

Hong Kong – As part of HSBC’s commitment to helping consumers get closer to their next trip abroad, the financial institution has launched an immersive 3D innovation campaign, aimed at highlighting its EveryMile Credit Card.

HSBC’s EveryMile Credit Card offers cardholders various spending benefits and rewards when traveling. It is also the bank’s first credit card in Hong Kong made from 85% recycled plastic.

The new campaign, which is created in collaboration with creative and CRM agency Wunderman Thompson and media company PHD Hong Kong, brings comedy legend Dayo Wong Tze Wah, superstar Ronald Cheng Chung Kei, and musical phenomenon Mirror’s Lokman and Tiger together for a fun-filled adventure through space. Titled ‘Takes You Further Every Day’, the campaign extends the TVC narrative to the rest of the multi-channel and innovative campaign.

Its storyline also continues with a series of interactive OOH marketing, starting with a first-in-the-industry 3D TV ad of HSBC’s spaceship flying using naked-eye technology.

HSBC said, “The EveryMile Credit Card campaign leverages new technology to attract, engage, and interact with customers but more importantly, the campaign is appealing to a wide range of local audiences with culturally relevant content and generational talents embracing their roles as Space Rangers and ambassadors for EveryMile Credit Card launch.”

The advertisement is currently displayed on a 3D TV screen in the high-traffic district of Causeway Bay at 3 Matheson Street in Hong Kong. 

In addition, HSBC is also inviting audiences to take part in an ongoing interactive game, where participants will be searching for three pieces of the Space Rangers’ flying saucer scattered around the city with a chance to win RewardCash if they succeed in retrieving the displaced parts. 

The locations of the pieces are hidden in the series of integrated takeovers including the 3D installation displayed at Queens Road Central, the 3D TV, and the light show outside HSBC’s main building.

Melbourne, Australia – As the city of Victoria emerges from its lockdown due to COVID-19, energy provider Momentum Energy has rolled out its newest campaign with creative agency Havas Media, which ‘takes over’ Flinders Street Station with human-sized ‘bottles of happiness’.

The campaign encourages Melbourne commuters to ‘Get Happy’, created by Momentum Energy’s in-house creative team, in which the human-sized bottles contain happiness-inducing content at Flinders Street Station, supported across multiple touch points including radio, OOH, online video, digital and social.

Said bottles are classified to the following: one jar contains ‘wishing stars’ that come with a ‘supanova-free guarantee’. Meanwhile, the second is a party pack of brightly colored ‘rainbow seeds’ for those who’d like to grow their own organic, full-spectrum rainbow, and lastly, the third is an 80% unicorn and 20% acrylic blend of ‘warm fuzzies’ to provide relief from 2021.

Furthermore, the campaign will take on a digital form where through bespoke display medium rectangle ads (MRECs) the designs of the human-sized bottles and their corresponding creative content will be shown to ‘spark joy’ as well as social content showcasing how people can make their own DIY ‘bottles of happiness’ at home.

According to the company, they believe that Australians not only deserve a boost of happiness as they venture out again, but that their choice of power company should make them feel good too.

Kate Lightfoot, creative lead at Momentum Energy stated, “We’re stoked to welcome people back to the city with these giant jars of imaginary nonsense. Walking around them makes you feel like a kid again and they’re an impactful reminder that Momentum is here to help Victorians get happy.”

The human-sized bottles are designed to evoke a delightful sense of childlike wonder and excitement, while reminding passers-by they can get similar happy vibes from their choice of power company.

Meanwhile, Sarah Cook, associate account director at Havas Media Melbourne, commented, “Our timing with the station domination is impeccable. It’s a great feeling to help spread some happiness and bring a smile to everyone venturing out via Flinders Street Station and reclaiming the love for our city.

Singapore – SEEK Asia, the parent company of jobs platforms JobStreet and JobsDB has rolled out its pan-regional omnichannel campaign for Asia that is targeted to empowering job seekers to go after careers they are passionate about.

A prime figure for the campaign is its TVC that depicts workers encouraging job-seekers to find work that matters to them, whether to save lives, design for fashion, explore new things, or discover future technologies. All of the TVCs, localized for their respective markets, end with the campaign’s mantra and name ‘Let’s Get to Work’.

The inspiration for the campaign stems from the fact that the pandemic has changed people’s attitudes towards their jobs, with many re-evaluating where and how they want to work and the kind of work they want to do. This has led to the emerging trend known as the “Great Resignation”, a term coined by associate professor of management at Texas A&M University Anthony Klotz, which explains why even experienced job seekers are choosing to leave their current careers in the search of something more meaningful.

The campaign is made possible by the direction of acclaimed Manila-based director Adrian Calumpang and through the creative direction from marketing company McCann Worldwide. As part of the campaign activation, Ogilvy will lead the social drive for the campaign, while PRecious Communications will drive the campaign’s PR.

Speaking about the campaign, Jane Cruz-Walker, chief marketing officer at SEEK Asia who was recently appointed as CMO for SEEK this year, said that the campaign is launched to motivate job seekers to pursue the jobs they love, adding that by providing them with these opportunities, they at SEEK Asia want to be the career partner that will inspire the next generation of workers to be the ‘heroes’ in their own career journey.

“While the pandemic has caused widespread job loss, reduced working hours, and pay cuts, it has also caused many to re-evaluate what they want out of their career. Job seekers’ demands have evolved beyond remuneration — they want a sense of fulfilment, good work-life balance, and career progression — and it is time for companies to adapt to this new world of work,” she stated.

Focusing on the hyperlocal nature of the job market, ‘Let’s Get To Work’ will also feature influencers and key opinion leaders will be used across the region — including Singaporean actress Sharon Au, Malaysian stand-up comedian Harith Iskander, Indonesian vlogger Gerry Girianza, Filipino actor and chef Marvin Agustin, Thai musician Manassavee, and Hong Kong fitness entrepreneur Charlz Ng.

Additional activities will also be introduced to get local job seekers excited, including Roro Jonggrang in Indonesia. This hyperlocal campaign will use the popular Javanese legend to tell the story of love and betrayal, and contrast this with how finding a job with SEEK Asia can be easy and drama-free. Said hyperlocal campaign for Indonesia is directed by Ben Wee, a freelance film director and cinematographer that has worked on multiple projects locally, including advertisements for Google and Indomie.

Meanwhile, Peter Bithos, CEO at SEEK Asia, commented that through their campaign, they hope to be able to better engage with and inspire job seekers to find jobs that are meaningful to them. He added that with their appeal to job seekers, this will also allow them to get more employers on the platform looking for quality talent, allowing an ‘explosion’ of opportunities. 

“Let’s Get To Work is an integral part of SEEK Asia’s commitment to job seekers and employers, and this is just the beginning of our exciting developments and plans,” Bithos stated.

He further added, “SEEK Asia is the biggest and most trusted jobs board in Southeast Asia. Our ambition is to grow fourfold in the next five years and to expand our platform beyond what people have come to know and love us for today. We are strengthening our existing business by making big investments in ​​people, innovation, and technology.”

Singapore – Pace, the fintech solutions company based in Singapore that allows customers to use BNPL service, has launched its latest campaign, transporting Singaporeans back to Technicolor 1980s.

Titled ‘I Got This’, which was created in collaboration with sole proprietor STUDIO AUTOMATIKA on the creatives, the campaign aims to bring shoppers back to an era that heralded the start of a fashion-conscious generation when pop culture and technology intertwined with everyday life.

Through this, Pace will be releasing a series of video shorts, shot with the era’s distinctive VHS effect which can be viewed on social media and Pace’s YouTube page. It will also be running across OOH in order for commuters to spot the campaign’s distinctive retro-futuristic decals on platform doors at Harbourfront station, and a fleet of double-decker buses wrapped with imagery reminiscent of classic shopping advertisements from the period.

Moreover, the campaign has started roaming island-wide to showcase Pace’s value proposition.

Daren Goh, Pace’s head of growth, shared that they took inspiration from the golden age of 1980’s advertising to show everyone their inner ‘I Got This’ element.

“This series of OOH, online and social media activations are aimed at letting people know how it feels to finally be able to grab what they want now and pay for it later with Pace,” said Goh.

Kristal Melson, STUDIO AUTOMATIKA’s creative director, believes that living in an increasingly homogenous world where people are more inclined to ‘keep up with the Joneses’, purchases that speak to their individual expressions and sense of self become less of a priority.

“When thinking of the creative concept for Pace on this campaign, we wanted to borrow the energy and nostalgia of the 1980s and find a spirited, exciting way to say ‘stuff it!’ to keep our desires at bay, to be daring and go forth and buy things that speak more to us as individuals,” said Melson.

Australia – As more and more speed driving cases occur in Australia, increasing risk for fatalities, the NSW Government has released a new campaign aimed at urging motorists to slow down and think about the dangers of going ‘just a bit’ over the speed limit.

The campaign, which was created in collaboration with creative agency BMF and full-service media agency UM, challenges various casual perceptions of low-level speeding to reset the attitudes and culture on NSW roads. 

Its three main objectives are to educate drivers and riders on the significant role speeding plays in fatalities and serious injuries on NSW roads, reset drivers’ attitudes to how they view their normalized ‘everyday speeding’ behavior, and highlight the unique risks of speed and its contribution to crash likelihood and severity. 

Titled ‘Casual Speeding. Every K Counts’, the spots are a confronting reminder that there’s nothing casual about any form of speeding and to reinforce the serious consequences these attitudes can bring.

Tara McCarthy, Transport’s deputy secretary for safety, environment, and regulation for NSW, said, “Every kilometer counts when it comes to speeding on our roads, a little bit over double your chance of crashing, and this campaign demonstrates how speeding can change your life and others’ lives forever.”

Meanwhile, Christina Aventi, BMF’s chief strategy officer, noted that by labeling a new type of speeding, the ad encourages motorists to take a moment to self-assess, recognize risk, and correct their low-level speeding. 

“We hope that the term ‘Casual Speeding’ provides a way for road users to talk about this dangerous behavior,” said Aventi.

Andy Clift, UM’s senior client director, said, “Our media strategy will shift the cultural perception of ‘speeding’ by defining and showcasing the impact of what a few kilometers over the speed limit can have.

The campaign was launched last 14 November 2021.It will be supported by OOH, and include a radio partnership and social media, to tap into diverse state-wide communities at the grassroots. 

The campaign will also be supported by a wide-ranging media strategy developed by UM to spark discussion.

Jakarta, Indonesia – The Ministry of Communication and Informatics of Indonesia (Kementerian Komunikasi dan Informatika), alongside with the National Digital Literacy Movement, has announced a collaboration with local pop bank HIVI! band to promote digital literacy, targeting Gen Z audiences. The band consists of Ilham Aditama, Nadhia Aleida, Febrian Nindyo, and Ezra Mandira.

Through this collaboration, HIVI! band wrote and produced a campaign song titled ‘Cerita Dunia Maya #MakinCakapDigital’ to send messages to Gen Z to use the internet for positive activities as well as educate them to be brave and responsible in exploring themselves through digital content.

Furthermore, the collaboration has produced easy listening music that aims to raise young people’s awareness in using the internet for good purposes. The campaign also aims to avoid negative impacts that might be harmful, especially to the mental health of young audiences.

With the lyrics “Di dunia maya kita semua punya cerita, di dunia maya kita semua bisa berkarya!” (We all have stories in the digital world, we all can be creative in the digital world), the song calls on all young people to use the internet for positive and productive activities as well as be the change that they wish to see in the world, starting from themselves.

The ministry cites data from online media company Katadata that the country has over 200 million people who have been actively using internet platforms to maintain their social interactions and also to stay productive while staying at home due to social and economic restrictions.

“However, digital technology also has negative impact when it is used for circulating hoaxes, cyber-bullying, radicalism, and even terrorism. Thus, equality in digital literacy is crucial as it will encourage young people, in particular, to use the internet wisely,” said Rizki Ameliah, coordinator of Digital Literacy Kemenkominfo.

Rizki added, “Music is a universal language and it enables people to relate their life with any particular song, so it will be easier to penetrate the messages of the digital literacy campaign to young people and wider attention across the nation.”

The song is available for streaming both on YouTube and Spotify.

Australia – Canteen, the Australian national support organization for young people living with cancer, has launched a new campaign, highlighting its refreshed brand positioning. 

In contrast to the usual approach in supporting acts of ‘bravery’ against fighting health conditions, the new campaign, which was created in collaboration with advertising agency Havas Village Australia, aims to encourage the youth impacted by cancer to take off ‘their brave faces’ and be open to embracing the help they need when times are tough.

Through the campaign, Havas honed in on a creative approach centered on ‘unmasking’ to highlight how young people can feel safe to express what they’re truly feeling. The ‘unmasking’ proposition spearheads the launch campaign creatively, with the simple but powerful message to ‘Take off your brave face. When cancer gets tough, find the support you need.’

A new support-focused brand tagline – Cancer support made stronger – will appear across Canteen’s communications and marketing collateral.

Kerry Kalcher, Canteen’s head of marketing and communications, said, “This campaign is a wonderful first step towards achieving our brand objectives and the culmination of the journey we’ve been on with the entire Havas team over several years.”

Canteen said that the work began with extensive quantitative and qualitative research, including focus groups with parents and young people, to gauge awareness that would resonate best, and most importantly, to encourage seeking support.

Elizabeth English, Havas Blvd’s client services director, shared that bringing this campaign to life has been a collaborative process with Canteen and the agency had the benefit of direct insight gleaned from Canteen’s own young people.

“No young person should have to face the impact of cancer alone, and we hope that this campaign will continue to build awareness that Canteen is in their corner to help,” said English.

Meanwhile, Steve Fontanot, the managing director of Red Havas and Havas Blvd, noted that Canteen is focused on making a meaningful difference to young people, whose lives have been impacted by cancer. 

“We’re very proud of the work that our collective teams have delivered over the years, with this latest campaign being the culmination of the many passionate humans who are dedicated to this truly integral organization,” said Fontanot.

The campaign will be running until 31 December 2021 across OOH, video, social media, and youth-oriented digital channels including Twitch, as well as radio, and Spotify.

Hong Kong – Online sales festivals are known for encouraging users to spend more across various e-commerce platforms. But for this time, classifieds platform Carousell did the opposite: inviting Hong Kongers to sell their underutilized items and earn some spare cash.

The campaign, which will roll out for a month from 12 November to 9 December, takes visual inspiration from the ubiquitous Sau Mai Lo, a local term for a rag-and-bone man, to remind everyone that they already have a ‘Sau Mai Lo’ in the palm of their hands anytime, and can easily list their items and earn back some spare cash.

“They can channel whatever remorse they may feel about overconsumption into selling, and create more shared possibilities where everyone wins,” said Kevin Huang, managing director at Carousell Hong Kong in a statement to MARKETECH APAC.

Huang also told MARKETECH APAC that the local campaign launch is timely with the upcoming Municipal Solid Waste (MSW) charging scheme in Hong Kong, adding that they hope to encourage more conversations about mindful spending and a culture where buying secondhand is the first choice.

“11.11 is an important date to most e-commerce sites, but as a classifieds marketplace whose vision is to make secondhand the first choice, we wanted to continue to drive the key message about sustainability and reducing overconsumption. We have seen how buying and selling second hand has helped everyday Hong Kongers to make extra cash and reduce waste at the same time,” he stated.

Huang further added, “In addition, acceptance of preloved products are becoming increasingly accepted in Hong Kong, and we see this as a continuing trend as we become more conscious of becoming more environmentally friendly.”

As part of the local campaign, Carousell has also launched a three-day onsite activation at Mong Kok, Tsim Sha Tsui and Causeway Bay featuring 903 DJ Bonnie Wong (Ah Jeng) and 70 micro influencers.

Passersby can meet and take photos with Ah Jeng, and take part in activities to win a limited edition Samuel Ashley tote bag. To encourage more people to list their items, users with the highest number of listings stand a chance to win autographed gifts from Ah Jeng, including her T-shirt from “be ON game”, Nintendo Switch Controllers, speakers and coffee from Ah Jeng Coffee Club.

“We have seen good results so far in the first weekend. Our teaser video featuring Ah Jeng had over 15,600 views on Instagram, and Ah Jeng’s two Instagram posts had over 23,000 likes,” Huang noted.

The campaign has also rolled out in Singapore, in which according to Cassandra Leong, head of regional marketing at Carousell, had actually materialized last year when they ‘took to the streets to boycott 11/11’. She added that for this year, while other brands were busy shouting about their 11/11 sales last week, they reminded their users that they can consume sustainably, even while shopping for 11/11 sales.

“We understand buyer’s remorse deeply, and we’re reminding users that we’ll be here for them long after the flash one-day sales, not just for the lowest prices and deals all year around, but we’re also here for them to earn their money back from purchases or any decisions they may regret,” Leong added.

The Singapore rollout of the Carousell campaign was made possible by 72andSunny Singapore, to whom they appointed as creative partner during March this year.

Daniel Ko, creative director at 72andSunny Singapore, commented, “As a self-confessed chronic shopaholic, I must admit that this was inspired by what people like me need – I’ll definitely be turning some of my remorse into Carousell listings.”

Australia – With populations of Sugar Gliders, Krefft’s Glider, and Savanna Glider declining, Australian telco firm Optus has partnered with the Australian Wildlife Conservancy (AWC) to launch a new campaign, aimed at raising funds for the cause.

In the new film, which is titled ‘Tis the season of yes’, Optus follows an Australian glider, risking life and ‘tail’, for an ambitious surprise for its expectant glider partner for Christmas, going all out to create a pair of bassinets. The film then reverted back to the moment of ‘yes’ that inspired these ambitious events – pinpointing the moment where the glider decided to turn optimism into action by starting a family of his own.

The campaign aims to raise an excess of AU$50,000 to help AWC deliver fire management across 100,000 hectares of natural habitat, remove feral herbivores to help create safe refuges for the gliders, and support its scientific monitoring program to ensure key threats to their survival are controlled.

Mel Hopkins, Optus’ vice president of marketing, noted that they want to play a part in affecting real change for the future of Australia.

“We’ve been part of Australia’s social fabric for 30 years, so it was important that a native species was front and center of our campaign. We are encouraging Australians to fall in love with these wonderful creatures and join us in saving them in the most generous time of year – now that’s optimism in action,” said Hopkins.

Optus said that the campaign is the latest iteration of its acclaimed ‘It Starts With Yes’ platform, which the telco debuted last year.

Tim Allard, Australian Wildlife Conservancy’s CEO, shared that most Aussies know about wombats, koalas, and quokkas – but there is little knowledge of this flying marsupial. 

“AWC is taking practical and effective action like fire management and feral animal control to address the key threats to the glider’s survival and restore their populations. This partnership with Optus will help teach Australians about the incredible diversity our country holds, and the funds will help us protect these threatened animals now and into the future,” said Allard.

The campaign has been available last 14 November 2021, with television spots, social content, and OOH.

Hong Kong – As Shangri-La Hotel marks its 50th anniversary, it launches ‘#WithHeart’ campaign to celebrate its ties with the Asia region, honoring the passion and values that have driven the brand’s evolution and the rise of the region through the stories of those who have lived this transformation.

The ‘#WithHeart’ campaign aims to bring to life the significance of ‘wholeheartedness’ in all endeavors. It includes a short film series, which will be premiering on 19 November 2021, will tell the stories of young and passionate Asian culture makers.

Titled ‘From Asia with Heart’, the short film series features a culinary pioneer who rose to become Asia’s Best Female Chef, an architecture graduate who followed her heart to become an internationally renowned installation artist, a respected fashion designer who embarked on a journey of advocacy to open peoples’ minds to the idea of luxury goods made in China, and an iconic furniture designer inspired by the profound beauty of nature, as well as an illustrator reimagining Chinese culture and folklore for children, and a pianist infusing his riveting performances with Asian influences.

The teaser trailer is now available at www.shangri-la.com/50years. At the website, visitors will also find inspiring stories, perspectives, and foresight into different industry trends from even more Asian innovators, entrepreneurs, and visionaries who put their heart into everything they do. Full versions of the short films will be released in the coming weeks.

Hui Kuok, Shangri-La Group’s chairman, shared that Shangri-La is proud to have supported Asia’s growth over the years.

“As we mark our anniversary, we want to bring to life the stories that have made Asia what it is today. We are not just celebrating our past but looking towards the future as we embark on our next chapter,” said Kuok. 

In celebration of these stories from around the world, Shangri-La is also rewarding those who share their #WithHeart stories on social media. Beginning on 22 November on Instagram, the brand is inviting people to share what they do “with heart” for a chance to take their passions further and win exclusive Shangri-La prizes. 

To enter the contest, people should follow @shangrilahotels and post their stories, tagging Shangri-La and using the signoff “From _____ #withheart”, filling in the blanks with their name or handle.