Marketing Featured Southeast Asia

Goodday Milk’s new campaign to have kids spruce up the now proverbial PPE

Kuala Lumpur, Malaysia – To commemorate International Children’s Day, which is celebrated on 20 November 2021, beverage brand Goodday Milk in Malaysia, which has kids part of its main consumers, has launched a new contest for kids that will have them decorating PPEs, or personal protective equipment, one that has become everyone’s gear this pandemic. 

Called ‘Happee PPEs’ contest, the brand will be giving children the opportunity to design the artwork they wish to see on PPEs, giving it a colorful makeover and adding some cheer to the otherwise mundane kit. 

Created together with marketing consulting-meets-agency Entropia, part of Accenture Interactive, the contest aims to spread ‘goodness’ and ‘positivity’ among young hospitalized COVID-19 patients, where chosen PPEs will be distributed across different hospitals in Malaysia for frontliners to wear.

Yee Pek Kuan, Etika’s vice president of marketing and Goodday Milk’s owner, shared that the new campaign champions ‘Give good, get good’ – a positive, universal belief that helps make the world a better place, and about how a small act of good can create kindness around the world by paying it forward in some way. 

“Working with Entropia, we came up with this ingenious idea to get creative with the PPE suits used by frontliners in children’s hospital wards, so they feel less anxious and respond better to these healthcare providers,” said Kuan.

Soo Mei Goh, the principal of integration at Entropia, shared that working with Etika, the brand’s fully integrated Halal company, enabled them to stand in childrens’ little shoes and experience how they view their world. 

“At the same time, we want to help children make a superhero connection to the PPE, explaining that doctors and nurses donning the PPE are heroes protecting and helping other people. The Happee PPE contest concept was conceived from there,” said Goh.

The contest is scheduled to run from 25 October until 14 November 2021. At the end of the contest period, judges will select three winners based on technicalities of the designs and print, and announce them on 22 November. Each will be awarded a RM10,000 education fund. 

The mechanics of the contest can also be found on Goodday’s Facebook and on Instagram.

Marketing Featured Southeast Asia

MARVEL invites SEA fans for its first-ever virtual run

Singapore – Media franchise MARVEL is hosting a virtual run for its MARVEL fans across the Southeast Asia region, in collaboration with social fitness and marketplace company LIV3LY.

The run is centered for fans to be inspired by MARVEL’s heroes such as Black Panther, Black Widow, Captain America, Captain Marvel, and Hulk, and embody inner potential through collaborative racing and teamwork.

Those who are interested to participate can choose to run solo or go in groups of 2-3, as long as participants will abide by their local government protocols on joining in group activities.

The race is available at distances of 5KM, 15KM and 25KM, and are categorized by individual, parent-child tandem, or team of 2-3 races.

All registrants are entitled to an exclusive MARVEL Virtual Run drawstring bag and a themed finisher tee, while those who will be able to successfully finish the 15KM and 25KM categories will receive a MARVEL Virtual Run trophy. Participants can also take part in MARVEL Virtual Run challenges to win other prizes.

The race is open for participants in Singapore, Malaysia, Indonesia, Thailand, Vietnam, Myanmar, Cambodia, and Brunei.