Tag: Campaign

Jakarta, Indonesia – Digibank by DBS has teamed up with the creative agency Digital Sea, a creative agency combining the expertise of FCB and McCann, to launch its new campaign showcasing a heartfelt journey of ambition and achievement.

Titled ‘Dream Unlock: From Office Hustle to K-Pop Stage Rustle,’ the campaign features a short film that follows the heartfelt journey of a Gen Z individual who, after considerable effort, finally meets her idol. 

Based on the concept of ‘Dream Fulfilled: Gen Z & Millennial Story’, it highlights a genuine story of determination and passion, illustrating the lengths to which Gen Z and Millennials will go to fulfil their dreams.

From the challenges of obtaining a pricey concert ticket to navigating the competitive ticket-buying process, the campaign also shows how the digibank Z credit card is the ideal companion for reducing stress and making dreams more accessible without jeopardising cash flow.

This is the second campaign by digibank to employ cutting-edge AI tools. This campaign blends dynamic and vibrant AI visuals with the essence of pop culture, capturing the excitement of fulfilling a dream.

Melfrida Gultom, head of consumer banking group at Bank DBS Indonesia, stated, “Digibank by DBS is celebrated for its innovative digital banking solutions. Our goal is to consistently set new benchmarks in the industry in everything we do.”

Also speaking on the campaign, Risanti Febriana, executive director of marketing and communications consumer banking at Digibank by DBS, said, “With the spirit of ‘A Different Kind of Bank,’ DBS Indonesia positions itself as a bank that is different from traditional banks. We continue to focus on providing a different and better experience for consumers in managing their finances, including helping them to achieve their dreams. We convey this message in a recent and relevant way, ensuring that our communication resonates with our audience.”

Meanwhile, Bellamia Agustina, GM of Digital Sea, shared, “This campaign demonstrates the incredible potential of combining creativity with cutting-edge technology. We are thrilled to collaborate with digibank to tell a story that resonates deeply with the Gen Z and Millennial audiences and showcases the innovative spirit of digibank.”

New Zealand– ASB Bank has partnered with The Monkeys Aotearoa, part of Accenture Song, for its latest campaign, which highlights the vital role of home ownership managers in guiding New Zealanders through the evolving challenges of home ownership.

The campaign features a series of light-hearted films starring the popular advertising couple, Ben and Amy, along with their new furry family member, Sunny the Saint Bernard. When the family faces challenges adjusting to their new addition, Teana, a real-life ASB Home Ownership Manager, steps in to help them get back on track.

ASB’s campaign aims to showcase the expertise and experience of its team in guiding and supporting people through every stage of their home ownership journey, from renovations and mortgage adjustments to enhancing the comfort of their homes.

The campaign extends across ASB branches, digital platforms, and social media, featuring interactive street posters uniquely designed for dogs. These’sniff’ posters, created in collaboration with Phantom Billstickers, emit a scent to attract dogs and are displayed at locations in Auckland, Wellington, and Christchurch.

Additionally, the integrated campaign also directs New Zealanders to the ASB website, where they can use the ASB Mobile Banking App to find and book an appointment with a local home ownership manager tailored to their needs.

Helen Fitzsimons, chief marketing officer at ASB, said, “We’re here to help New Zealanders achieve their home ownership goals. We understand the Kiwi dream of owning your own home, and we know that even for those who do own a home, the current situation is rarely the final goal. As people’s lives, families, and jobs expand and change, so too do their priorities, and we’re committed to helping our customers at every step of their home ownership journey. 

“Our new campaign highlights the incredible work our home ownership managers do and how they go the extra mile for our customers, whatever life throws at them,” Fitzsimons added. 

Meanwhile, Damon Stapleton, chief creative officer at The Monkeys Aotearoa, commented, “A home is more than just four walls; it’s a space where life happens. But sometimes, your home gets out of sync with your life, and you just need more space. In our latest campaign, we again turn to Ben and Amy to showcase how the constantly evolving life of a homeowner can be aided by a passionate ASB Home Ownership Manager.”

New Zealand – Age Concern New Zealand has teamed up with ANZ Bank and advertising agency TBWA\NZ to launch a new campaign designed to protect older individuals from growing threats of scams. 

Over 40 years after its original run, the campaign brings back the beloved 1980s cop drama CHiPs, which was a staple on New Zealand TV screens in the late 70s and 80s. Renowned for its action-packed storylines and memorable characters, CHiPs remains an iconic piece of television history.

In this campaign, CHiPs is reimagined to raise awareness among elderly New Zealanders about the increasing threat of scams. The initiative seeks to empower individuals by reinforcing their right to hang up, say no, and reject unsolicited calls, texts, and emails from people they don’t know.

Additionally, the campaign is designed to be empowering, engaging, and enjoyable, aiming to alleviate feelings of overwhelm or fear while educating viewers on scam prevention. It focusses on resonating with older New Zealanders, helping them recognise and avoid the scams currently targeting them.

The national campaign, launched across Age Concern centres and various media, features a 60-second hero trailer alongside targeted 30- and 15-second spots. Developed by TBWA\NZ, these spots aim to raise awareness and educate viewers on essential scam protection behaviours.

In addition to its broad national reach, the campaign is featured in Age Concern centres and rest homes across New Zealand. It includes digital literacy programs to boost online confidence, a scam awareness training guide, the ANZ Scam Academy website, and practical toolkits. Posters and guides will also be distributed to libraries and community centres nationwide.

Shane Bradnick, CCO of TBWA\NZ, said, “While scams and fraud are challenges faced by all Kiwis, we wanted to focus on how we could uniquely support the older people of New Zealand first. With ANZ’s partnership with Age Concern, our goal was to use humour and nostalgia to engage, entertain, and empower seniors to be ‘on patrol’ against scams.”

Bradnick further explained, “Making this unique miniseries meant a long production process. We chose to re-edit and rework the original footage into brand-new micro-storylines that deliver a clear and concise message about modern-day scams. We reviewed over a hundred episodes across all six seasons, carefully piecing together moments that could effectively convey key messages of scam prevention—or, as we like to say, bringing old-school justice to today’s scams. We worked with Warner Brothers to secure licensing of the show, the specific footage, actors, and music, and to gain permission from the California Highway Patrol. We also worked with show star Erik Estrada to help launch the campaign in PR in New Zealand.”

Meanwhile, Matt Pickering, general manager of marketing at ANZ, shared, “It’s been a great process to work with Age Concern on a program that can help make a real difference. At the heart of this scam awareness program is education and empowerment in an engaging way. This is just one aspect of the work we are doing with Age Concern around digital literacy and one aspect of the work we are doing to help battle fraudsters targeting New Zealanders”.

Bangkok, Thailand – To celebrate Thai flavours, KFC Thailand has launched its latest campaign, the ‘Zabb Festival,’ paying homage to the iconic Zabb taste by bringing back the fan-favourite KFC Crispy Zabb Skin to its menu. 

KFC’s ‘Zabb Festival’ is crafted for Thai cuisine lovers and spice enthusiasts. The campaign features flavour-packed menus, allowing fans to indulge in the return of the KFC Crispy Zabb Skin, now available in two new offerings: ‘The Box All Zabb’ and the ‘Zabb Snack Box’.

The campaign will run for a month and be available at over 300 KFC locations across 55 provinces in Thailand. This is part of KFC Thailand’s 40-year anniversary celebration, inviting Thais to create unforgettable memories with iconic local flavours.

Suhayl Limbada, market lead and chief marketing officer of KFC Thailand, said, “Our iconic Zabb taste is something worth celebrating. As we turn 40, we couldn’t think of a better way to mark the occasion than by offering a feast of Zabb-flavoured treats that will make every Zabb fan jump off their seats. In the best kind of way! This includes the return of our spicy chicken skin, but it’s only available in limited restaurants, so get it while you can.” 

Hong Kong – Taking a distinctive approach, HSBC has partnered with dentsu GBA to launch its latest customer-centric campaign, showcasing the company’s unwavering commitment to meeting the unique needs of customers from all walks of life.

Titled ‘The HSBC Way’, the campaign highlights the essence of the bank’s dedication to its customers and the community by delivering a superior customer experience. It also expresses gratitude to employees for their invaluable contributions and the challenges they overcome.

Embodying its philosophy, “Giving our best, nothing less. This is The HSBC Way (滙豐道)”, the initiative adopts a holistic, human-centric approach. It features a series of 15-second in-the-moment videos that bring real stories to life, showcasing HSBC’s thoughtful and accessible services, made possible by the tireless efforts of their dedicated professionals.

From customising mobile banking for senior customers to enhancing fraud prevention and providing seamless international support, the campaign films highlight HSBC’s dedication to its customer-first philosophy. They demonstrate how the bank tailors its services to meet diverse needs and address real-life challenges.

Cheuk Shum, managing director and head of marketing for wealth and personal  banking at HSBC Hong Kong, said, “At HSBC, our customers have always been at the heart of everything we do. As a leading brand in the banking industry achieving a  positive NPS (Net Promotor Score), we understand that it’s the collective effort from  everyone in HSBC, from frontline to the back office. Through ‘The HSBC Way’ campaign,  we celebrate this spirit by showcasing the genuine passion of everyone involved in the  business in going above and beyond, walking the extra mile every single day to ensure  our customers receive the best possible banking experience and support. We give our  best to our customers, nothing less. “

Meanwhile, Jeffry Gamble, chief creative officer for GBA and Hong Kong at dentsu, shared, “‘The HSBC Way’ is more than just a creative endeavour to make noise; it’s a powerful storytelling approach that captures the true essence of HSBC’s customer-centric ethos. Our approach emphasises the customers’ genuine interactions with HSBC and how that can make a difference in their lives without them even realising it.” 

The campaign will be rolled out across a diverse multimedia landscape, including extensive television broadcasting, broad digital platforms, widespread social media channels, and extensive outdoor advertising.

Hong Kong – Pizza Hut Hong Kong has partnered with Edelman Hong Kong for a dynamic new campaign featuring their limited-edition ‘Torch Fries.’ The campaign includes an innovative social series that uses playful predictions to forecast the medal outcomes for Hong Kong athletes.

In this campaign, Pizza Hut has introduced a new social series titled ‘Frenchie Predictions,’ featuring a charismatic French presenter and his trusty fortune-telling companion, a French bulldog named Baguette, to predict whether Hong Kong’s athletes will win gold, silver, or bronze at the Games.

Baguette’s role involves selecting between Pizza Hut pizza boxes containing the ‘Torch Fries’ to determine the medal outcomes for Hong Kong’s beloved athletes, including Cheung Ka-long, Siobhan Haughey, and Vivian Kong.

The social series will air on Pizza Hut Hong Kong’s Instagram and Facebook channels, with hopes that Baguette’s lucky predictions will come true in the coming weeks.

Renee Chan, director of customer experience and marketing at Pizza Hut Hong Kong, said, “The Games always grip the city, and we didn’t want to let this pass. When you’re not an official sponsor you always need to get more innovative about how you show your support, and our limited-edition Torch Fries and Frenchie Predictions campaign does exactly that—in a playful and fun way.” 

Crystal Poon, integrated brand lead at Edelman Hong Kong, also stated, “When our athletes win, everybody and every brand reacts with joy. And so we wanted to get ahead and find a way to celebrate the outcomes before they even happened, and after Baguette correctly predicted the winner of the football game in Germany and the winning goal scorer, we knew what we had to do! .” 

The limited-edition ‘Torch Fries’ feature French fries and potato wedges wrapped in a garlic-infused oil-coated tortilla cone, designed to mimic the iconic Torch. Pizza Hut invites its fans to savour the excitement of the Games in a unique way with ‘Torch Fries.’

Australia – realestate.com.au, the commercial property website under REA Group, has partnered with creative agency 72andSunny to launch its ‘Keep Moving’ campaign, unveiling a fresh brand strategy and innovative creative platform.

The ‘Keep Moving’ campaign aims to inspire and motivate buyers, sellers, and renters to pursue and find their next dream home, with realestate.com.au providing support throughout the journey.

Featuring a film directed by award-winning Australian director Nick Ball of Finch, the ‘Keep Moving’ campaign presents a heartfelt story of the highs and lows of finding a new home. It illustrates how realestate.com.au can guide buyers, sellers, and renters through the process with a deeply personalised property experience.

Moreover, the campaign highlights the property platform’s consumer experience capabilities that can support Australians in taking the next steps in searching for a property. 

Sarah Myers, general manager for audience and marketing at REA Group, commented, “As a leading Australian brand, we are proud to continue to feature Australian music and work with Australian talent across our campaigns. Eurogliders track, ‘Heaven (Must Be There)’, became the heart of this story, with the lyrics and composition perfectly narrating the many lows and highs of the featured family’s journey. 

“Our focus on deeply personalising the property experience helps arm property seekers with the right tools and the confidence to find their own piece of heaven. As we move into the key spring property season, our audience continues to grow, and we’re seeing strong consumer engagement with an ongoing uplift in buyer inquiries on our platform,” Myers added. 

Meanwhile, Laura Popa, head of brand at 72andSunny, said, “The strategy positions realestate.com.au as a trusted partner, empowering and supporting all Australians to progress their property journey. We are really proud to work alongside realestate.com.au, Finch, and Kaimera to craft this story and campaign.” 

Launched during the Paris Olympics coverage on July 27, the multi-channel ‘Keep Moving’ campaign will run across TV, BVOD, YouTube, OOH, cinema, radio, digital display, and social media via Kaimera. Future iterations will highlight realestate.com.au’s realEstimate tool, home loan options with Mortgage Choice, and new product features.

Malaysia – Spritzer Malaysia has teamed up with FCB Shout, the creative arm of The Shout Group, to launch a new campaign, ‘Air Love Cuti-Cuti,’ that showcases local tourist attractions while promoting the wellness benefits of its natural mineral water.

‘Air Love Cuti-Cuti’, is a clever wordplay that combines the Malaysian term for water (air) and their love for travel (cuti-cuti). Its aim is to position Spritzer Mineral Water as the perfect travel companion for exploring the wonders of Malaysia. 

The campaign stars Spritzer brand ambassadors Syafiq Kyle and Koe Yeet in a captivating 6-episode travel vlog series. The duo shares their travel experiences, uncovering the beauty and hidden gems of various Malaysian states, with Spritzer serving as their trusted hydration companion throughout their journey.

In addition to the travel vlogs, the campaign invites viewers to submit their own content and participate in interactive contests on Spritzer’s social platforms, offering a chance to win RM50,000 worth of travel vouchers. 

To further extend its reach, the contest is promoted through captivating cinema ads strategically designed to engage moviegoers with compelling visuals and messages. Enhancing visibility beyond digital platforms, the campaign also features branded tourist buses, amplifying its presence and encouraging widespread participation.

Shiao Chan, head of marketing at Spritzer Malaysia, said, “At Spritzer, we are deeply passionate about the unique health benefits derived from the silica-rich content in our mineral water. Expanding our insights on Malaysians’ love for travel, we aim to tap on this opportunity to position our brand as the most preferred hydration choice on-the-go, making the experience a happy and healthy one inside and out. And through our collaboration with FCB SHOUT, we invite tourists to embark on an invigorating journey with our natural mineral water, promoting sustainable tourism and supporting our communities.”

Meanwhile, Syahriza Badron, general manager of FCB SHOUT, commented, “Whilst tourism related initiatives are not typically part of Spritzer’s marketing programmes, we saw the long-term potential of the brief. The idea of “Air Love Cuti-Cuti” aligns with the brand’s long-term sustainability and growth ambitions as it establishes a claim that is befitting that of a home-grown champion and Malaysia’s #1 mineral water brand.”

Australia – DDB Sydney and Mango Communications have launched a campaign that offers fans the opportunity to own one of 2,000 pairs of Macca’s renowned limited edition Nuggies boots, paying respect to the boot shape’s ultimate dippability. 

Those who want to enter must buy some Chicken McNuggets and locate one in the shape of a boot. They then scan the QR code on their pack after grabbing a McNugget. To access the entry form and scan the correct morsel, users can use the phone’s camera to use the scanner app. This promotion is the first of its type to employ Google Gemini’s generative AI chicken nugget identification as a mechanism for users to submit their own material.

After weeks of testing (and tasting) using Google Gemini, the AI scanner software has been trained to identify not only the ideal boot-shaped Chicken McNugget but also to differentiate it from other shapes of the same product and items. 

#BootPursuit started this week and will last three weeks, with 2,000 pairs of Nuggies boots up for grabs.

The new campaign is being implemented throughout Macca’s locations countrywide, with backing from social media, public relations, influencer relationships, and sponsorship initiatives. 

Speaking about the campaign, Matt Chandler, executive creative director, DDB Sydney, said, “The boot-shaped Chicken McNugget is a fan favourite. It always tops the poll for number one nugget. It was time to reward Australia’s boot enthusiasts. The leaps we’re seeing in AI are remarkable, writing Shakespeare, generating news, and now analysing Chicken McNuggets. What a time to be alive.”

Meanwhile, Chloe Brannagan, McDonald’s Australia brand manager, said, “We’re thrilled to be bringing Nuggies back, and to give fans the opportunity to get their feet in them. Limited edition Macca’s merch has always been hot property, so to give them away with fun use of tech is the icing on the cake. Or the breading on the nugget, so to speak.”

Singapore – Toyota Motor Asia has partnered with Dentsu Creative Singapore for the latest phase of their global corporate initiative, ‘Start Your Impossible’, celebrating the journeys of 11 exceptional Global Team Toyota Athletes (GTTA) from Asia.

Themed ‘Our People are Our Strength,’ Toyota Motor Asia’s regional olympics and paralympics campaign highlights the crucial role of community in shaping these athletes into ‘Dual Heroes’—individuals who excel in their sports while driving positive social change.

Conceptualised by Dentsu Creative and directed by acclaimed filmmaker Nicolas Lam, with production partners Directors Think Tank, the campaign features a series of three films. These films introduce the athletes and showcase how their communities have supported their journeys and growth. 

With nine of the 11 athletes competing in the upcoming Games in Paris, the Team Toyota Asia athletes represent a diverse range of sports, including athletics, para swimming, para powerlifting, table tennis, and more. The campaign films authentically and beautifully capture the origin stories of these remarkable athletes.

The latest campaign asset is a series of 11 short, 15-second films dedicated to the Dual Heroes, highlighting each Team Toyota Asia athlete as a champion of both sport and social good. This is further complemented by key visuals strategically placed in out-of-home locations and across digital and social platforms throughout the region.

Fans can also support their athletes on the Start Your Impossible website and look forward to interactive social activations in Asia. The campaign, running across 17 regional markets, aims to inspire audiences worldwide with stories of perseverance, community support, and the pursuit of excellence.

Kenix Loh, deputy general manager at Toyota Motor Asia, said, “Toyota Asia launched the Start Your Impossible global corporate initiative in 2018. Throughout the years, we have partnered with athletes who are not only passionate about sports but also desire to be agents of change to create a better world. We wish our dual heroes all the best on the biggest global sporting platform. Team Toyota members will be cheering for them.” 

Speaking on the campaign, Prema Techinamurthi, managing director of Dentsu Creative Singapore, also shared, “We are honoured to be a part of the Start Your Impossible programme, and it has been a privilege collaborating with Toyota Motor Asia and the GTTA in this process. It is a proud moment for us to have a chance to tell the uniquely Asian story of our Team Toyota Asia Athletes.”

Stan Lim, chief creative officer of Dentsu Creative Singapore, added, We’ve been privileged to witness the GTTA’s inspiring journey firsthand. These are important stories to tell, and we hope the films will inspire viewers to start their own impossible.”

The 11 Team Toyota Athletes are a diverse group from across Asia, each excelling in their respective sports. From India, Murali Sreeshankar competes in athletics, while Indonesia’s Ni Nengah Widiasih participates in parapowerlifting. Malaysia is represented by Abdul Latif Romly in long jump-paralympic athletics, and Nepal by Nabita Shresta in table tennis. 

Meanwhile, Pakistan’s Arshad Nadeem excels in athletics, and the Philippines boasts two athletes: Carlos Yulo in artistic gymnastics and Ernie Gawilan in para swimming. Singapore’s Toh Wei Soong is a para swimmer, and Thailand has two athletes: Kunvalut Vitidsarn in badminton and Pongsakorn Paeyo in wheelchair racing—para athletics. Vietnam’s Lê Văn Công rounds out the team, competing in parapowerlifting.