Malaysia – International travel and lifestyle brand TUMI has officially debuted its first 3D out-of-home (OOH) advertisement in a new campaign to showcase its hardside luggage, TEGRA-LITE.
In this new campaign, TUMI leverages the 3D anamorphic billboard technique to manipulate the perspective of audiences and create the illusion of a three-dimensional image on a two-dimensional surface.
Using the 3D billboard, the brand runs its 30-second advertisement featuring the components of its expandable carry-on, TEGRA-LITE. The ad shows the components of the product coming together mid-air before colliding with the surrounding walls and leaving it completely destroyed.
The innovative advertisement aims to display the strength and impact the material of the hardside luggage can create, which gives it durability and toughness. It showcases the high standards TUMI has placed in their product design for travel as it uses Tegris®, which is also used for lifesaving armour and protective sports gear.
Furthermore, the 3D advertisement also aims to ignite the TUMI brand in the region while reinforcing its performance luxury roots.
The advertisement will run in seven prime locations in Asia-Pacific and the Middle East, with the first one launched in Malaysia, followed by Indonesia, the Philippines, Korea, Japan, and Dubai as the brand works to engage all their customers through the creativity of their new campaign.
Jill Krizelman, SVP for global marketing and e-commerce at TUMI, said, “At TUMI, we are always looking to innovate and disrupt how we reach consumers. We’re thrilled to bring our much-loved TEGRA-LITE® luggage to our first 3D out-of-home ad, which demonstrates the strength and resilience of this high-performance collection featuring the ground-breaking Tegris® technology.”
Sydney, Australia – Upscale department store chain MYER has unveiled its newest inspiring Christmas campaign titled ‘Make Your Merry Meaningful’ via collaboration with creative agency Clemenger BBDO.
The bold, bright, and fun campaign reminds Australians that Christmas is more than just a season of giving but also a time for everyone to connect, show love, and express appreciation for their loved ones through sentimental gifts that hold meaning and thought.
MYER’s campaign will also include a digital film featuring the endearing character Wendell, a wombat-shaped soap who has been thoughtlessly regifted year after year, from Christmas to Hanukkah. In the film, he shares his wisdom from being re-gifted all over the country and says that it’s the thought that counts.
The campaign reinforces MYER’s position as the ultimate destination for gifting, helping Australians find the perfect gift within their budget for their loved ones so that all gifts are treasured, unlike Wendell.
With fun and engaging taglines, the campaign will span TV, BVOD, OOH, digital, social, online, in-store VM, and immersive in-store experiences like gift wrapping and team member uniforms. It will run from November 2 until Christmas Eve.
Geoff Ikin, chief customer officer at Myer, said, “The campaign is a reflection of Myer’s commitment to making Christmas truly special for everyone. Amid the hustle and bustle of the holiday season, Myer wants to remind Australians that Christmas is more than just a season of giving; it’s a time to connect, show love, and express appreciation through gifts that hold deep meaning and sentiment.”
He added, “We’re here to help every Australian to give thoughtfully, mindfully, and meaningfully this year—from our expertly curated Giftorium, our world-class service to assist and inspire choice, professional gift wrapping, and our renowned Santaland to entertain the family—we have everything all under one roof.”
Tristan Graham, ECD at Clemenger BBDO, also shared,“The best Christmas ads entertain us while also making us view that time of year a little differently. And what’s more entertaining and thought-provoking than advice from a gruff little wombat soap who’s been regifted since the 80s? ”
KFC Singapore spices up SGAG office in flavour-packed campaign to bring back a fan-fave menu
Singapore – Global fast-food chain KFC has partnered with Havas Media and media company SGAG for its latest campaign that announces the return of a well-loved KFC menu.
The fun campaign featured a secret operation orchestrated by KFC, Havas Media, and select SGAG members in the SGAG office. The special surprise is to announce the return of KFC’s fan favourite, ‘Cheesy Zinger Meltz’.
For the grand reveal, SGAG cast members Sean and Amy enter the office holding a Cheesy Zinger Meltz and are accompanied by KFC balloons and party hats, turning the office atmosphere into a full party.
Other cast members, including Xiaoming, Nancy, and Syakeel, also joined in on the fun. And for every game or challenge won, the members can have as many of the Cheesy Zinger Meltz as they want.
The launch party was captured on reel and shared on SGAG’s TikTok, Instagram, and Facebook with supplementary meme posts. It was also shared on the members’ Instagram stories to extend and amplify the viewers excitement for the comeback of KFC’s Cheesy Zinger Meltz.
Together with the comeback of the fans’ well-loved menu product, the fast-food chain will also be launching the newest addition to the menu, a limited-time ‘KFC Cajun Wedges’.
Kelvin Goh, media director at Havas Media Group Singapore, said, “The exclusive and carefully orchestrated launch party at SGAG’s office was a unique activation that does justice to an eagerly anticipated re-launch. Not only were we able to showcase the joyful reaction that KFC’s Cheesy Zinger Meltz brings, but the surprise activation also served a strong role in breaking the news on social platforms.”
Speaking on the campaign, Sheryl Thong, Director of Business Development at HEPMIL Singapore, also shared, “SGAG teamed up with KFC to bring the cheesy excitement right to our office! We’ve turned our office into a tasty haven with the delicious smell of KFC. Our team enjoyed fun challenges and got to taste the new KFC Cheesy Zinger Meltz before it’s available in stores. Working with KFC and the Havas Media team has been an amazing experience, and we’re excited to bring the latest zinger delight to our audiences!”
Malaysia – Global brand and customer experience agency VMLY&R Malaysia has introduced the fluffy influencer ‘Yunni’ as part of its new campaign for Telekom Malaysia’s (TM) game-changing Unifi offerings promotion.
Yunni, VMLY&R Malaysia’s brainchild, is a larger-than-life mascot that personifies Unifi’s new convergence package, bringing together fixed broadband, mobile, and lifestyle services. This new convergence package removes the customer’s pain and frustration of store-hopping to various suppliers to get everything they need at a reasonable price.
The campaign features a single-minded message, ‘0% Geram, 100% Ngam’, which translates to ‘0% anger, 100% perfect’. Unifi believes that finding a single telco in Malaysia to fulfil all of a customer’s digital lifestyle needs can be a complex and frustrating task.
And so, as part of the campaign, Yunni’s motto emphasises just how great it is to consolidate all these services to maximise savings and reduce frustration.
The campaign will also be available in TV commercials, digital films, OOH and DOOH, programmatic banners, social, on-ground activation, BTL, and in-store. There are also plans to expand Yunni as mascot merchandise after it has gained popularity.
Commenting on the campaign, Andrew Pinto, head of brand and marketing at TM, said, “This convergence campaign from Unifi offers a first-of-its-kind package that brings together fixed broadband, mobile, and lifestyle services into one game-changing offering. Unifi aims to provide an all-in-one solution offering more value for money and an elevated customer experience to become a one-stop centre.
He added, “VMLY&R worked with us to develop and execute a campaign which would communicate our new convergence plan in a way that would stand out and resonate with the market’s needs. Yunni is proving incredibly popular, and the results already speak for themselves.”
Victoria Chu, head of client engagement at VMLY&R Malaysia, also shared, “The success of this campaign stems from our strong partnership with the Unifi marketing team, who wholeheartedly believed in our capabilities and provided us with unwavering support. They entrusted us with the responsibility to spearhead one of the most significant campaigns of the year. This achievement marks just the beginning of our collaborative efforts, and we foresee further expansions on the horizon.”
Singapore – Etiqa Insurance has officially unveiled its first 3D interactive installation as part of its latest ‘With You for the Ride’ campaign that encourages Singaporeans to explore life’s uncharted possibilities.
The out-of-home (OOH) installation is strategically positioned at the Dhoby Ghaut MRT B3 transit hall (near Exit D). The installation emphasises the goal of having Singaporeans embrace life’s unexpected journeys with Etiqa as their trusted companion.
Through the new 3D interactive installation, Etiqa underscores its dedication to being ‘With You for the Ride’, adding a human touch to the concept of insurance and aiming to ignite the spirit of adventure among Singaporeans.
The installation represents just one facet of the insurance provider’s comprehensive, multi-channel campaign. Etiqa has teased months prior, on the launch of their ‘With You for the Ride’ campaign in August, that they are planning to release a series of initiatives across a 360-degree campaign mix spanning both online and offline channels.
Etiqa is also spearheading a social media contest as part of the new campaign. The insurance provider is inviting the public to join by snapping a picture of themselves having fun with the installation and posting it on social media. Winners will get one of the 100 exclusive sets of Etiqa Insurance Singapore macarons.
Previously, Etiqa released a digital film that touches on the dreams and aspirations of Singaporeans, inspiring them to embrace the excitement of unexpected journeys.
Shirley Tan, chief marketing officer at Etiqa Insurance Singapore, said, “In a world full of uncertainties, Etiqa Insurance Singapore is more than just an insurance provider; we are ‘With Singaporeans for the Ride.’ Our new out-of-home installation at Dhoby Ghaut, the first of many exciting activities under our new brand campaign, serves as an invitation to all Singaporeans to embark on a journey of possibility with Etiqa Insurance Singapore as their trusted companion. We believe that together, we can transform life’s unexpected journey into one filled with excitement, further empowered by the security of knowing we have got you covered.”
Singapore – Skincare brand Olay has partnered with Publicis Groupe One Singapore for the launch of its newest campaign that targets the gender disparity in India’s STEM field.
The campaign is part of the latest instalment of its #STEMTheGap initiative and aims to shed light on the glaring absence of female mentors and role models in India’s STEM workforce.
As part of the campaign, Olay India collaborated with filmmaker Anand Gandhi to launch a digital film that delves into India’s rich history of remarkable women in STEM. The digital film will pay homage to and showcase the inspiring stories of luminaries like Dr. Anandibai Joshi, Kamala Sohonie, Dr. Janaki Ammal, and Kalpana Chawla, among others.
The film will highlight the urgent need for more female role models in STEM today and will also shed light on the societal biases deterring young girls from pursuing STEM careers by emphasising the crucial role of female mentors in the field.
Aside from the digital film, Olay also launched the beta version of a web-based virtual chat mentor that will offer guidance and information to aspiring young girls seeking to enter the world of STEM.
The virtual chat mentor, a supplement to Olay’s mentorship programme,will provide the user with knowledge, resources, and encouragement on their journeys. It was created with the help of successful women in different STEM fields in India, such as Shannon Olsson, founder and global director at Echo Network; Swarna Manjari, communication designer; Dr. Vandana Prasad, community paediatrician and public health professional; and Tarunima Prabhakar, tech and policy research at Tattle Civic Tech and Carnegie India, to name a few.
Olay’s campaign is crafted based on the results of their commissioned survey, which found a huge gap between female STEM graduates and those who actually made it into the workforce in India. A staggering number of its respondents also mentioned the need for female role models in STEM as a way to influence them to pursue their careers.
To encourage future women in STEM, Olay also continues to partner with LEAD, a school EdTech provider in India, to sponsor STEM scholarships for 250+ underprivileged girls. These scholarships aim to empower girls across India by providing them with financial support for STEM education and career development.
Priyali Kamath, senior vice president of skin and personal care at Procter & Gamble (P&G) Asia Pacific, Middle East, and Africa, explained, “For decades, Procter & Gamble’s legacy skincare brand Olay has maintained a deep understanding of women’s changing needs through science. At Olay, we understand the critical importance of female role models in the STEM field, and our commitment to bridging the gender gap is unparalleled. This year’s theme, centred on the significance of role models and the introduction of mentorship initiatives, highlights our commitment to ensuring every young girl knows that she can be the next leader in her field.”
She added, “Through initiatives like #STEMTheGap and our commitment to gender equality, we are working hard to double the number of women in STEM by 2030 and create a more inclusive and equitable future. We’re proud to recognise and support the next generation of women in STEM who will one day be making history in their respective fields and become role models for young girls in the future.”
Ajay Vikram, chief creative officer for Southeast Asia at Publicis Groupe, also commented, “There are many accomplished women leaders in STEM in India today. Yet, a ‘lack of mentors’ is often cited as a big reason why so few women make a career in STEM. This got us thinking. How do we not just celebrate the achievements of women in STEM but actually be useful—to be there at the very moment when needed, a friend and guide to any girl or woman looking for answers as they stand at the crossroads of choosing their path forward. Technology came in handy as a way to help, but we can’t wait to see how much more Ai-shu can do to help women find their way to a future of their choosing.”
Sydney, Australia– Performance marketing network Reprise Digital has launched its new ‘AIpril Fools Campaign Generator’, an ideation tool developed by the company to help get the creative juices flowing ahead of April Fools Day.
Powered by OpenAI’s ChatGPT, the tool uses the latest in AI Large Language Models (LLM) technology to churn out witty campaign ideas. According to Reprise, the tool can inspire all marketing teams from any industry to create the ‘perfect’ April Fools campaign idea in a matter of seconds.
“Don’t be fooled by the AIpril Fools Campaign Generator, we don’t expect any Cannes Lion-winning ideas. This is more of a tongue-in-cheek creation highlighting the functionality of AI tools and how marketers should – and more to the point shouldn’t – be using them,” said Mychal Whittle, head of growth and integration at Reprise.
Whittle also added that the aim of the stunt is to show that companies still need people to drive creativity and salience for marketing campaigns, but there is a future world where they can combine both the human mind and AI to facilitate and deliver best-in-class creative ideas.
Andrew Holford, chief product officer at Reprise added, “The buzz around AI facilitating marketers is huge, and we are already seeing some promising tools that can automate onerous work. Many of our products have AI [built-in] to deliver insights, content and data solutions at scale.”
Holford furthered, “However, there will continue to be a need for our people to bring the creativity and context to ensure clients get the bespoke and tailored strategies they need to succeed.”
“We aren’t expecting any of the campaign ideas generated by the tool to be turned in to real campaigns, we expect them to be relatively generic at this point but we’re pretty sure the tool will bring some fun to ideation ahead of April Fools Day,” Whittle concluded.
The tool can be accessed via the AIpril Fools Campaign Generator’s dedicated website.
Kuala Lumpur, Malaysia– Malaysian banking company RHB Bank, in collaboration with creative agency FCB SHOUT, has released a new campaign titled ‘The Extra Mile’ highlighting the former’s customer-first culture and service excellence values.
The campaign features a short film inspired by the true story of two RHB staff from Kuala Kangsar, who travelled 140 kilometres to Gerik during the pandemic to help a bedridden customer withdraw his Employees Provident Fund for medical expenses.
Speaking about the campaign, Group Chief Marketing Officer of RHB Group Abdul Sani Abdul Murad said, “We knew right from the get-go that a commercial about RHB’s commitment in providing service excellence has to be based on a true story of our staff, because the RHB brand that Malaysians have come to know and love is not built by the numbers in our annual report or the products that we have, but by our people.”
He added that the campaign is aimed at showing the public the “unsung heroes” of the company, who go beyond their call of duty by providing the best service possible.
Meanwhile, Tjer, FCB SHOUT’s head of creative, added, “The pressure on us was immense because we had to do justice to such an incredible true story. We could’ve taken the easy way out by simply producing a documentary, but to stay true to the work that the agency has been creating for RHB over the years, we took up the challenge to produce a commercial that contains a cornucopia of entertainment, emotions and unexpected twists.”
Tjer also thanked their production partners D’Moving Pictures and Grand Theft Records for making the campaign possible.
“While brand commercials about service excellence are neither new nor rare, what makes ‘The Extra Mile’ such a uniquely powerful story is the fact that it’s based on a true story. This film is proof that RHB is a bank that truly walks the talk,” FCB SHOUT’s Co-Owner and Chief Creative Officer Ong Shi Ping, concluded.
Sydney, Australia – In collaboration with creative agency It’s Friday, popular pizza brand Domino’s in Australia released a nationwide campaign, featuring its Group CEO and Managing Director Don Meij making an apology for bombarding people with deals.
Of course, presented only as a humorous hit, the campaign tackles the dilemma of Domino’s ‘hard-to-keep-track-of’ deals across Australia and New Zealand. With the creative narrative in place, Domino’s Australia announces the launch of a new money-saving technology innovation which is set to be released on December 12 this year.
The tech is expected to help resolve the experience for customers and make it easier to save, store, and redeem all of Domino’s deals in the future.
Adam Ballesty, CMO of Domino’s ANZ, said they are ‘obsessed’ with listening to their customers, which pushes them to transform the deal redemption experience.
Vince Lagana, chief creative officer of It’s Friday, also said, “The teaser’s a fun way to remind people that Domino’s are unbeatable when it comes to offering great value by recognising that it’s near impossible to keep track of all their deals. But they’re going to keep coming, so we’re making sure people know they’ll soon be able to get those deals, without the ordeal.”
Meanwhile, Pete Bosilkovski, CEO of It’s Friday, added, “It’s refreshing to work with a company that isn’t afraid to be authentic and lead by example. Having the ‘big cheese’ apologise nationally about the sheer number of deals is massive. Says a lot about this company.”
Domino’s Australia has also previously released a 3-minute film titled ‘Hot & Fresh’, which launched across TV, YouTube, digital, and social platforms in the ANZ region.
Bangkok, Thailand – Leo Burnett Thailand, in collaboration with Thai Health Promotion Foundation, released a new campaign that encourages Thais to reduce their sodium intake.
The campaign featured a short space-themed film titled ‘New World’ along with the theme ‘Less salt, less disease’, which encourages its audiences to be sodium-aware and rethink their diet.
The short film’s story revolved around a group of genius space travellers, travelling for many years to find the ‘new world’ and surviving by eating sodium-rich food. It ended with the space travellers perishing just before arriving ‘new world’.
The campaign is in response to small convenience stores being widely spread all over Thailand and the labour force being used to ready-to-eat behaviour with ‘high-in-sodium’ instant and frozen foods.
‘New World’ follows the recent launch of Thai Health Promotion Foundation’s ‘Oasis’ campaign, which encourages Thais to consume less sugary drinks.
Leo Burnett Thailand has also previously released a futuristic campaign in collaboration with credit card brand First Choice, titled ‘Mafia of Digital World’.
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