Tag: Campaign

Australia – Financial services company AMP has partnered with strategic marketing and communications agency Bastion, to launch its new investment-focused advertising campaign that recognizes the importance of investing for all Australians.

AMP is a wealth management company with a growing retail banking business and investment management business. It provides retail clients with financial advice and superannuation, and retirement income, as well as banking, and investment products.

Titled ‘For the investor in all of us’, the campaign film highlights AMP’s focus on a diverse and broader customer base while reaffirming its 172-year heritage of supporting Australians. The key objective of the communications is to remind consumers of who AMP is and what it offers.

https://www.youtube.com/watch?v=_YEZ1Uq-iJ8

The company said that the creative and media strategy involves communicating the brand message to drive mass awareness of AMP’s new investment position, and beginning in October 2021, it will also be introducing product messaging to showcase the proof of products and services behind the new positioning.

Ben Lyttle, AMP’s chief strategy officer, noted this new brand position reflects an important truth about AMP, their products, and Australians.

“When we played it back to consumers, we saw a significant shift in how they perceived themselves, their money, and AMP. A shift that made them feel better about themselves and about the role of AMP in Australia. It made them think differently about their financial decisions too. It led to the idea to acknowledge the investor in all of us. It’s a simple reframing but a powerful demonstration that everything we do is an investment for a better tomorrow,” said Lyttle.

Meanwhile, Kath O’Shea, the client services director at Bastion, commented, “We couldn’t be prouder to have worked with the exceptional team at AMP to bring this new campaign to life, and the inclusive focus is something that particularly resonated with our team.”

The new campaign is available in mass reach channels such as TV, online video, and large and small format outdoor, as well as radio, and social.

Manila, Philippines – One of the leading commercial banks in the country, UnionBank, has partnered anew with creative advertising agency FCB Manila, to launch a new campaign titled ‘Love The Way You Bank’.

Earlier this year, UnionBank and FCB Manila have taken the viewers on a tour in a film inspired by Dante Aleghieri’s Divine Comedy, where the pains of banking were visualized by the circles of hell. 

In the newly launched film, which was created in collaboration with Director Marius Talampas for the second time, viewers will be taken through the usual stages of a romantic relationship, starring the two lead protagonists – the customer and the app. Bearing in mind the vision of telling the love story as if it were a real-life documentary, the film lets viewers really feel the ‘love’.

Tin Siapno, UnionBank’s first vice president and digital marketing head, commented that they love how this film mimics how customers feel after using the UnionBank app. 

“It feels good to know that UB Online delivers on its promise and brings so much joy to our customers,” said Siapno. 

Meanwhile, Rab Evangelista, FCB Manila’s creative director, shared, “An idea can really come from anywhere. In the previous campaign, it came from hell. This time around, it came from the heart.”

Singapore – Following its Asia-first collaboration with Singaporean artist Benjamin Kheng for a music video, local-based virtual influencer Rae is back at it again, this time being tapped by Singapore-based healthcare company OSIM for its global campaign that merges virtual reality (VR) experiences with their massage chair therapy experience.

The campaign, which promotes OSIM’s latest uDream Pro chair, invites users to a five-sense experience of massage therapy, and with virtual reality (VR) technology, users can wear VR headsets and enjoy virtual landscapes being showcased by Rae, ranging from an ethereal garden to the vast galaxy, which encourages one to imagine and travel beyond the universe while indulging the senses in wonderment.

OSIM’s campaign tagline, #uDreamOutOfThisWorld, encapsulates how users of the uDream Pro chair can relieve stress while at the same time being enchanted by the scenery they witness virtually.

“Living in both physical and virtual realms enables me to experience out-of-this-world magic, and I’m very excited that I can now share these dreamscapes for the first time, made possible by OSIM uDream Pro. It’s awesome how technology is so closely intertwined in our lives, as we harness it to enhance our well-being and re-connect with ourselves. I look forward to starting my new journey of self-care as I travel through the metaverse and beyond,” Rae said regarding her participation in this latest campaign.

Rae joins the long list of brand ambassadors OSIM has tapped, including Singaporean singer JJ Lin, Hong Kong actor Andy Lau, Hong Kong singer and actress Sammi Cheng, K-drama actor Lee Min Ho, to name a few.

Australia – Martech landscape is getting complex, and the demise of the cookie is causing more confusion for marketers than ever before, and with this, Cheetah Digital, the cross-channel customer engagement solution provider for the modern marketer, has launched a new campaign, aimed at approaching conversations around the post-cookie world.

Ahead of the company’s flagship Signals21 event, Cheetah Digital engaged Wayne Knight, best known for his role as the snoopy ‘Newman’ from Seinfeld to play the hilarious, snoopy ‘Dennis’ whose hand gets ‘caught in the cookie jar.’ In the in-house created campaign, Knight appears in a series of YouTube clips as ‘Dennis’ being sneaky and snooping on customers, as well as the human embodiment of cookies.

The new campaign follows on from a 2020 campaign Cheetah Digital ran for their Signals event, where the martech company partnered with rockstar Tommy Lee from Mötley Crüe and his wife Brittany Furlan-Lee. The husband and wife duo emceed the event and were also featured in a series of comedic promotional videos in the lead-up to the event.

Tim Glomb, Cheetah Digital’s vice president of content and data, shared that the campaign creatively “humanises the technical process behind the scenes of cookie tracking.”

Billy Loizou, Cheetah Digital’s vice president of go-to-market for APAC, noted the importance of being ahead of the curve when it comes to making martech accessible and relatable is critical in today’s complex and content saturated B2B environment. 

“That’s why ahead of Signals, Cheetah Digital decided to go a more ‘Super Bowl Sunday’ route and have a bit of fun with our messaging. It’s great to be able to do something different and ‘think outside the cookie jar’ to enliven conversations and debate around the future of marketing beyond the cookie,” said Loizou.

Cheetah Digital created the campaign after it ran a survey polling over 5,000 global respondents that found 70% of consumers don’t trust social media with their data due to privacy issues, with 37% deleting cookies from their web browser.

Sydney, Australia – In a bid to boost vaccination endeavors across the country, the Advertising Council Australia, alongside consulting firm Accenture and creative agency The Monkeys, is releasing a public service campaign, which looks back at the numerous events and instances in Australia’s history that Australians have conquered or passed through.

The 60-second campaign showcases both the positive and the negative events in history that have shaped Australia’s resilience against these hindrances or challenges. Enclosed in the campaign are snippets of how Australians have conquered natural disasters such as bushfires, floods, drought as well as the global financial crisis of 2007 to 2008, and championed innovations which include the cochlear implant to overcome deafness, and in the case of Fred Hollows, treat avoidable blindness.

For Tony Hale, CEO at Advertising Council Australia, there is great momentum for vaccination but more needs to be done as part of a concerted push to boost double vaccination rates to the levels and within the timeframe needed.

“As part of a call to arms, we need to bring those who are uncertain about vaccination on board and get the last leg of double vaccinations underway in a bid to reach a minimum of 80% so we can open the country up as quickly as possible,” Hale stated.

Meanwhile, Mark Green, co-founder and group CEO at The Monkey and lead at Accenture Interactive ANZ, commented that by watching the campaign, he reflected that it is important to look back and reflect on all of the challenges we have overcome as a nation, as Many Australians have been greatly affected by the pandemic and in these difficult times.

“As part of this fantastic collaboration, I’m proud of our industry for coming together to encourage all Australians to prioritize vaccination. With one final push, let’s apply our fighting spirit to this pandemic – if we all get vaccinated, we can beat this challenge too,” Green added.

Said campaign has also seen the support of the shareholders of the Premium Content Alliance namely Foxtel, News Corp, Nine, Seven West Media and 10; to which they donated media for the campaign.

“This initiative is the best way for us to do our part in encouraging all Australians to get vaccinated. The reach of our shareholders will ensure the campaign is seen by millions who will watch, hear, read and remember what can be accomplished when we come together as a country,” Kim Portrate, CEO at Premium Content Alliance, stated.

Vaccination campaign efforts have been rampant across Asia-Pacific, with organizations such as the Business Council of Australia, and brands like Agoda, Grab, and TikTok Singapore encouraging their followers to get vaccinated already.

New York, USA – As the current world is currently seeking independent and unbiased reporting, global news organization Reuters has launched its first ever major brand campaign, adhering to their existing philosophy of journalism: tell all sides of stories but take none.

Made in partnership with brand and customer experience agency VMLY&R, ‘The Source’ takes back viewers to the company’s 170-year heritage to emphasize its reputation as one of the world’s most trusted news outlets.

A predominant theme in the campaign is the utilization of quotation marks in its creative as the universal symbol of reporting directly from the source. The quotation marks are employed to frame the truth at the heart of Reuters reporting, letting the story speak for itself.

“With 2500 journalists in 200 locations around the world, our strength spans markets and geographies, delivering the deep global and local expertise that is uniquely Reuters. ‘The Source’ campaign puts that unique value front and center, showcasing what Reuters has been for nearly two centuries: the place for trusted, unbiased news,” said Alessandra Galloni, editor-and-chief of Reuters.

For Josh London, CMO at Reuters and head of Reuters Professional, said campaign speaks to the pedigree of long-time journalism, as well as the evolution of Reuters and their continuous innovation in how they report and deliver the news.

“With the intense speed at which information travels and the proliferation of misinformation, people and organizations need a source they can rely on for the unfiltered truth. ‘The Source’ squarely tells them that place is Reuters,” London added.

Meanwhile, Tamryn Kerr, creative director at VMLY&R London, commented, “With journalists in every corner of the world, Reuters truly is the source for unbiased news and information. We are proud to have worked with some of the best journalists in the world to bring authenticity and journalistic authority to the campaign.”

The campaign is set to roll out first for their United States and United Kingdom markets.

Reuter’s Asia-Pacific presence is evident across 14 locations in the countries of India, Thailand, China, Hong Kong, South Korea, Singapore, Taiwan, Japan, and the Philippines.

Mumbai, India – With India slowly opening to the the influencer marketing scene to allow brands to connect directly to consumers, the sector is expected to be valued at ₹2200 crores by 2025, or a 25% CAGR trajectory increase from 2021’s ₹900 crores, according to the latest report provided by INCA, the influencer and content marketing solution arm of GroupM, shows.

Part of the reason influencer marketing is thriving in the country is due to the higher preference of brands of utilizing influencers for the campaigns. According to the insights, 75% of influencer marketing campaigns feature influencers such as social media stars, while 25% only for conservative celebrity personalities.

“Social media has given normal people an opportunity to build their own brand, create communities via content. Standard influencers have more authenticity and are more relatable than traditional celebrities.Specialist and niche influencers command a high degree of authority on the topic and bring in more credibility in comparison to mass celebrities,” the company said in a press statement.

In terms of categories being most active in the sector, personal care campaigns garnered the highest percentage of particular brands tapping heavily on the type of marketing, with 25% of respondents saying. These are followed by food and beverage (20%), fashion and jewelry (15%), and mobile and electronics (10%). In sum, these industries contribute to 70% of the volume of influencer marketing in India.

“In the last two decades, digital advertising growth has accelerated and has become ubiquitous. It’s been gaining share in the marketing pie by transforming its presence at the back of advertising technology platforms such as search, commerce, social, and programmatic. Marketing technology platforms such as analytics, CRM, and CMS have also contributed to this growth journey by enabling brands to understand consumer behavior and their journey on and off the internet,” INCA said in a press statement.

The evident growth of the influencer marketing scene in India is best seen with the report’s data stating that 84% of brand marketers are leaning towards launching one influencer campaign this year, and around 81% of brands who have already launched influencer campaigns are satisfied with the ROI it brought to them.

In addition, around 75% of marketers say that influencer campaigns had a positive impact on the consideration and purchase stage of the sales funnel, and 89% of marketers said the ROI from influencer marketing was better or comparable to other channels.

For Prasanth Kumar, CEO at GroupM South Asia, the pandemic has accelerated the adoption of influencer marketing by brands, as they are making it an integral part of the brand marketing strategy and is now an important part of the company’s media mix recommendation to brands.

“The key factor that has got brands interested is the bond of trust and authenticity that influencers share with their audiences, thus helping brands associate with an influencer to leverage the same. This report is our effort to help marketers understand various aspects of influencer marketing in the country. Consumer behavior is changing at a fast pace, and we want to empower marketers with the knowledge that can help them,” Kumar stated.

Meanwhile, Ashwin Padmanabhan, president for partnerships and trading at GroupM India, commented that the objective of their report was not only to quantify the industry but also attempted to define and standardize the various formats and industry terms. 

“Influencer marketing industry is at a point of inflection and can take off, subject to the industry initiating to measure, quantify and make investments in influencer marketing accountable. We hope this report will catalyze the industry and ensure the power of influencers is harnessed effectively,” Padmanabhan added.

Philippines – Image filtering is the new stunt of Mountain Dew on its latest meme-fueled campaign. The release of the ‘meme-generating’ augmented reality filters on Instagram comes after Mountain Dew’s initial three launch films, which was created in collaboration with creative agency BBDO Guerrero.

The three prior films highlight a comic parody that claims—literally and figuratively—everything is “mas cool ‘pag my Ice,” which in English translates to “cooler with Ice”.

Meanwhile, the filters use face-swapping technology to let fans own that ‘cooler’ element in their own way by inserting their faces over choice characters in popular online films and literally turning themselves into a meme. These filters were inspired by two out of the three launch films for Mountain Dew Ice which puts some of the most famous local memes and viral content.

Mikey Rosales, the marketing director at PepsiCo, shared that there has been an outpouring of engagement and praise for the “mas Cool ‘Pag may ice” campaign presenting such a bold and unconventional take on modern Filipino meme-culture.

“From polarizing online debates to the full-on explosion of fandoms—the reception of all three videos has been absolutely thrilling, to say the least,” said Rosales.

David Guerrero, BBDO’s creative chairman, said that they wanted to create something that was not just funny and attention-grabbing but resonated very strongly with the market.

“Mountain Dew Philippines is very much tapped into youth culture. And with all of us consuming and generating more memes and viral content than ever, it felt fitting to capture this generation’s spirit through the lens of the Internet,” said Guerrero.

Singapore – Global technology computer corporation Oracle has launched a new solution called the ‘Oracle Fusion Marketing’, a part of its ‘Oracle Advertising and CX’ suite that enables marketers to automate lead generation and qualification from campaigns that span traditional marketing and advertising channels.

Fusion Marketing uses artificial intelligence (AI) as well to automatically score leads at the account level, predict when consumers are ready to talk to a salesperson, and generate a qualified sales opportunity in any customer relationship management (CRM) system.

For the company, CRM has become the system that both sellers and marketers love to hate, due to disconnected workflows, too much manual administration, and siloed data often preventing sales and marketing teams from working with each other to engage customers and drive revenue. They also added that because of this, the experience for most salespeople is that their CRM system doesn’t help them sell – and this disconnect between sales and marketing teams is a growing challenge as the B2B buying process becomes more complex. 

“Customers and prospects are now interacting with organizations across an increasingly broad range of digital channels, buyer expectations are growing, and the need to access information at any time means much of the purchasing decision is now made before a salesperson is engaged,” Oracle said in a press statement.

Meanwhile, for Rob Tarkoff, executive vice president and general manager at Oracle Advertising and Customer Experience, said that this newly-launched solution lines up with their vision of making this time that the industry needs to think differently about marketing and sales automation so that they can transform CRM into a system that actually works for both the marketer and the salesperson.

He also added that this is not about forecasts and rollups or a reporting tool to see how the sales force is performing, but instead about turning CRM into a system that helps sellers sell.

“A huge part of that change is bringing marketing and sales teams together and eliminating the low-value, time-consuming tasks that distract from building customer relationships and closing deals. That’s why we have invested so much time engineering a system that will help marketers fully automate lead generation and qualification and get highly qualified leads to the sales team faster,” Tarkoff stated.

Fusion Marketing aims to simplify and accelerate the creation and execution of marketing campaigns by automating the end-to-end process of lead generation and qualification. With Fusion Marketing, marketers can build and run campaigns with consistent messages across advertising and email channels, all in a matter of minutes. This helps marketers improve the performance of campaigns by increasing the output of highly qualified sales opportunities.

Part of the solution’s campaign execution features includes building the target audience of known contacts, audience expansion, customer reference identification, simplifying campaign configuration, campaign launch, and results monitoring. Then, Fusion Marketing works by doing the automation of the lead generation, including personalized campaign microsites, AI-powered lead qualification, and delivering qualified opportunities to CRM systems.

As part of Oracle Fusion Cloud Applications Suite, Oracle Advertising and CX connects data across advertising, marketing, sales, and service to make every customer interaction matter. Going beyond traditional CRM, Oracle Advertising and CX helps business leaders create, manage, serve, and nurture lasting customer relationships.

Mumbai, India – India-based higher edtech company, upGrad, has launched its biggest campaign to date, with the aim to drive the brand’s mission of driving meaningful career outcomes for its learners.

The campaign, which was conceptualized in partnership with creative agency The Womb, is inspired by numerous emails and messages the brand has received from its alumni who have successfully received double promotions, higher pay grades, and job placements at over 1000 companies and MNCs across the globe on pursuing their online courses. 

Moreover, it dramatizes a similar career journey which will re-ignite viewers’ ambition of achieving meaningful professional growth.

Titled ‘Fast Forward Your Career With upGrad’, the campaign features the story of Sohini, who went from a batchmate to a boss, shocking a few of her batchmates who had also been placed in the same company.

https://www.youtube.com/watch?v=BGH6jcHJo10

The campaign further continues and is built subsequently through more film versions.

Arjun Mohan, upGrad’s CEO for India, noted that the campaign aims to bring out this differentiated positioning of the brand in the higher edtech industry. 

“While our past campaigns have helped us create significant awareness and establish upGrad as an online higher education leader, we now wish to push the envelope further and build preference for the brand, especially among a large set of ambitious working professionals who are looking for meaningful career growth, faster,” said Mohan.

Meanwhile, Navin Talreja, the co-founder of The Womb, commented, “This campaign seeks to shake these working professionals out of their career inertia and position upGrad as a viable option that facilitates strong career outcomes in a contemporary, relatable, and engaging manner.”

Vinil Mathew, the director of the film, shared, “The films have a relatable, slice of life quality with an interesting blend of tongue-in-cheek humor and the fuzzy warmth of friendship. It was an absolute joyride to collaborate with the super creative team at The Womb and a progressive client like upGrad.”

upGrad has also partnered with a host of content creators and influencers who will be joining its war cry of fast-forwarding careers. The ad films will also run across media channels in several Indian languages including Hindi, Tamil, Telugu, Marathi, and Bengali, as well as Kannada, and English to connect with the regional audience.