Tag: Campaign

Afghanistan – As part of the International Committee of the Red Cross’ (ICRC) commitment to serving the people of Afghanistan, the humanitarian organization has launched a new data-led film inspired by the timeless expression, “If I had a dollar for every time…”

Titled ‘React For Real’, which was created in collaboration with creative and CRM agency Wunderman Thompson Dubai, the film demonstrates the potential monetary value of the emoji reactions on social media.

Wunderman Thompson, who worked with teams in Sydney, Seattle, and London, as well as New York for the campaign, has conducted a data analysis of social media reactions and research on real-time needs in Afghanistan. Anonymous data was garnered, studied, and analyzed to highlight the emojis and hashtags that were most commonly used in response to this crisis.

Ewan Watson, ICRC’s head of campaigns, media relations, and content, shared that the organization wanted to show how powerful the collective concern could be on the lives of Afghans if they had a dollar for every social media post. 

“We hope this film encourages people to support our work in Afghanistan as winter sets in and families are struggling to have the basics they need to survive,” said Watson.

Meanwhile, Faysal Abdul Malak, Wunderman Thompson’s managing director for UAE, noted that the urgency of the cause meant that the film had to be created in record time and with a bare minimum budget. 

“We’ve proved that emotional appeal does not always have to rely on a high spend – you just need a good idea, a passionate team, and a brilliant client, all of which we have in droves,” said Malak.

The campaign will be launched across 17 countries in three languages.

Australia – SIXT, the newest player in the vehicle rental and mobility space, has launched in the Australian market this December, and for its official entry, it rolls out an integrated campaign aimed at leveraging its brand positioning – ‘Above and Beyonding’.

SIXT is a global vehicle rental and mobility provider spanning over 100 countries. SIXT enters the market with over 163 locations in Australia, and an expansive fleet of over 16,000 vehicles including cars, trucks, vans, utes, SUVs, and also premium and electric vehicles.

The campaign, which was created in collaboration with communications agency Bastion Creative and its experiential firm Bastion Experience, includes eight separate film executions, a suite of digital, and extensive print and outdoor components, with specific creative to support the 163 retail locations.

The TVC, directed by Jesse James McElroy, features Australian actress Helen Dallimore.

Kristy Thomas, SIXT’s general manager of marketing for Australia, said that the campaign reflects their focus on raising the bar across the board. 

“The Bastion team, across creative and experience, have been instrumental in crafting our local positioning, showcasing great aptitude in balancing global localization and applying creative flair for our launch as SIXT in Australia,” said Thomas. 

Meanwhile, Georgia Arnott, Bastion’s executive creative director, said, “Vehicle rental is a category that has taken itself too seriously for a while now, and we were delighted with the vision of the SIXT team to deliver a bold message but also one that is refreshingly fun.”

Jack Watts, Bastion’s global CEO, commented, “It’s a rare and exciting opportunity to take a dynamic global brand, localize it in partnership with NRMA and SIXT head office in Germany and launch it with a wide integrated campaign across so many touchpoints.” 

The campaign is now available across TV, digital, print, and OOH.

Australia – As the Christmas countdown begins, beauty brand The Body Shop launches an integrated Christmas campaign to inspire customers to spread joy with purposeful gifts that give back through.

Developed together with Havas Group agencies, the new campaign aims to expand The Body Shop’s global self-love campaign that encourages customers to be ‘kind’ to themselves and to inspire ‘selfless love’ to others. 

Titled ‘Spread the Love, Share the Joy This Christmas’, the positive activism campaign includes strategic media planning and buying through Havas Media Melbourne, earned and influencer via One Green Bean (OGB) with creative by Marilyn & Sons.

The media features high-impact formats on CTV and BVOD across YouTube and Spotify, and sponsorship of brand-aligned podcasts, as well as content partnerships with publishers. A full-funnel social strategy has been put in place to ensure the ‘Spread the Love. The ‘ Share the Joy’ message dominated Instagram and Facebook, while a competition, which invites customers to nominate someone who brought them joy in 2021, was designed to drive audiences to The Body Shop’s Joy Hub platform.

Shannon Chrisp, The Body Shop’s brand and activism director for APAC, shared that since its global ‘Self Love Movement’, the brand has encouraged many people to embark on a journey toward self-love. 

“As an activist brand, we advocate the idea that you must first love and honor yourself in order to give back to the world and create true change. And now, we are asking our joyful collective to channel their self-love into selfless acts of love and kindness – to flip their internal focus outward in order to spark a joy movement this holiday season,” said Chrisp.

The campaign’s creative leads feature a colorful 30-second video that puts a lively spin on the illustrated global creative, using animation over live-action to spotlight acts of kindness and giving from friends, teammates, and strangers.

The multi-faceted earned and influencer approach also saw The Body Shop join forces with ‘Joy Squad’ ambassadors and charity partner Little Dreamers to shine a light on the estimated one in 10 selfless children and young adults in Australia who provide unpaid care to a family member.

Caitlin Huskins, Havas Media’s digital integration director for Melbourne, shared that in creating the work, they needed to ensure that the brand is able to stimulate real connections through the activation plan.

“A collaborative effort through Havas Media, OGB and Marilyn & Sons to build a meaningful plan through joyful creative, influencer content and media partnerships has built a true connection with our target audience, encouraging viewers to share joy to more than one through The Body Shop,” said Huskins.

Meanwhile, Hannah Stalder, One Green Bean’s head of creative services, said, “We set up a diverse and creative Joy Squad of ambassadors including media personality Abbie Chatfield, comedian and singer Em Rusciano, LGBTQIA+ activist Deni Todorovic, and Indigenous Healer Allira Potter. Through the content, they share their missions to spark a joy revolution via in-person surprise and delight and online activity, and encourage others to do the same by joining the movement on the online Joy Hub.”

Bangkok, Thailand – In a time of pandemic uncertainty and economic instability, each one of us are always finding ways to spark joy within ourselves. And to showcase what the internet has to say about the various factors that make us happy, bank KrungSri has partnered with advertising company Wunderman Thompson Thailand to create a music video that would reflect just exactly that. 

Produced by musician and director Morvasu, as well as illustrator Kanith, the music video dedicated to Krungsri’s mobile application utilizes the app’s social listening data, which enabled the team to compose the music’s lyrics that ring true to the genuine ways that spark people’s happiness such as ‘Waking up to a nice cup of coffee’, ‘Unboxing my new toy’, and ‘Getting paid cures all ailments’. 

The final verse of the MV, titled ‘Simple Happiness’ focuses on the benefits of the app, and how “Happiness is easy…as mobile banking”.

For Mingkwan Pattanawong, executive vice president and head of corporate branding and marketing division at Bank of Ayudhya, the campaign not only reflects Krungsri’s brand promise of ‘Make Life Simple’, but also aims to give happiness back to consumers under the epidemic situation and during the year-end celebration.

“It is just like KMA – Krungsri Mobile App, which is easy to use, meets every financial transaction need, and helps make consumers smile. For this campaign, we work with Wunderman Thompson to use a new creative style of music marketing by bringing more than 2 million voices of Thai people from social media channels that reflect their simple happiness to create this new song and MV. We believe that this campaign will give our target audience a moment of happiness and smiles together,” Pattanawong said.

Meanwhile, Thasorn Boonyanate, executive creative director at Wunderman Thompson Thailand, commented, “Bank of Krungsri wants to change their appeal from a classic, traditional bank into a more digitally driven service with their app called ‘KMA’. With the tension of COVID-19 where everyone is more stressed than ever, we thought [to create] an entertaining and relaxing music video, combining all the things people love to see with the recent trend where people love to watch ‘Satisfying Video – Lofi – Relax’ videos.”

Auckland, New Zealand – When you think of a Christmas-themed campaign, data utilization is the least you would expect to be at the core of it. However, New Zealand-based telco Spark begs to differ. The telco has just released its newest ‘Santa’ for its campaign: a tech assistant called ‘Spark’s New Tech Assistant’ or ‘S.N.T.A’ which allows online users to come up with the ideal Christmas gift for the ones they love. 

Created alongside creative agency Colenso BBDO, ‘S.N.T.A’ is built from thousands and thousands of data points designed to find out what every type of New Zealander wants this year.

The experience can be accessed online and in Spark stores around the country, allowing shoppers to discover what their cousin, family member, or co-worker wants. The data collected by Spark and Colenso is purposefully granular, segmenting giftees by much more than age and relationship, but unique interests and attributes, which add charm to what could have been cold facts and figures.

James Henson, chapter lead at Spark, said, “In the past, our focus has been on Spark’s great range of gifts. But we don’t shop for products at Christmas. We shop for the people we love, which isn’t always easy. Knowing that is what inspired S.N.T.A,”

Meanwhile, Lucy Grigg, who was recently promoted to the role of general manager at Colenso BBDO, commented, “Spark is New Zealand’s leading technology provider – which now extends to Christmas. It’s a pleasure to work with them to sprinkle a bit of holiday magic on their tech and build a product that is both charming and truly helpful to Kiwi shoppers.”

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.