Tag: Digital Campaign

Singapore – Alcoholic beverage company Diageo has launched its new ‘Enjoy the Flow, Savour Every Moment’ regional campaign for Asia Pacific, promoting responsible drinking and moderate alcohol consumption with K-Pop group EXO’s Suho. 

The campaign will feature an original song that blends familiar sounds such as the clinking of glasses in a bar, sounds of nature, and flowing water to produce multiple layers of music. It will be recorded by Suho and will be accompanied by lyrics like ‘take it easy’, ‘slow down’, and ‘savour every moment’ to remind listeners to drink slowly and pace themselves with water.

Diageo’s campaign further includes a music video and behind-the-scenes footage that underscores the importance of enjoying alcohol in moderation and just savouring the moment. 

Suho’s participation in the campaign aligns with his ‘superpower’ in their alternative EXO universe. In their group’s unique concept, Suho plays the role of someone who bears the power of water, which is aligned with one of the key messages of the campaign: staying hydrated is important to keep drinking in moderation. 

The song, music video, and behind-the-scenes footage will be shared across select Diageo social platforms as well as EXO’s social channels for better reach. 

Joining other similar responsible drinking initiatives, Diageo’s campaign will also guide individuals to DRINKiQ.com, a specialised website focused on responsible drinking. The website is accessible in 16 languages and across 35 country-specific platforms, offering valuable insights, practical tips regarding alcohol consumption, and various resources aimed at promoting moderate drinking.

During the campaign, the site will spotlight a letter from Suho on the importance of moderation and tips such as pacing drinks with water and enjoying beverages with food to avoid heavy intoxication. 

The regional campaign will cover APAC, kicking off in South Korea, and will run in Indonesia, Japan, the Philippines, Singapore, Taiwan, and Vietnam in the coming months. 

Diageo’s new campaign is part of its 10-year sustainable plan, which aims to transform global drinking habits for the better by promoting moderation and addressing the harmful use of alcohol.

Wilson Del Socorro, corporate relations director for Asia Pacific at Diageo, said, “At Diageo, we are dedicated to promoting moderation and investing in programmes that encourage responsible alcohol consumption. This groundbreaking campaign with SUHO enables us to tap into the growing influence of K-culture, engaging adult consumers across Asia Pacific in a creative way to make more mindful choices and embrace moderation.” 

Meanwhile,on the campaign, Suho shared, “I’m happy to participate in a purposeful campaign where I can share meaningful messages for a good cause. Occasionally, when I do have a drink, I make sure to drink in moderation. I really like how we’ve weaved into the song and music video messaging around pacing yourself, savouring the moment, and not losing yourself.”

New Delhi, India – Advertising agency Cheil India announced it has won the mandate for Gourmet Investments Pvt. Ltd. (GIPL) to create a digital campaign to launch their new restaurant brand, P.F. Chang’s, in India.

Cheil India’s digital campaign for GIPL leveraged the CGI format to bring attention to P.F. Chang’s launch. Standing 30 feet tall, the computer-generated version of P.F. Chang’s golden horse mascot known as ‘Standing Guard’ was stationed outside of the CSMT station in Mumbai.

The Standing Guard CGI version also roamed the streets, soon stopping at its destination at The One World Place, Lower Parel, where the new P.F. Chang’s restaurant in India is located.

Cheil India’s partnership with GIPL comes as the agency continues to grow its roster of clients through its assortment of creative, media, data, activation, and retail capabilities.

Ramit Bharti Mittal, executive chairman and director at Gourmet Investments Pvt. Ltd., said, “We are excited to bring P.F. Chang’s to India, and our search ended with appointing Cheil India for this campaign. We hold a curious and celebratory attitude towards food and the experience, which has allowed P.F. Chang’s to win over hearts of people not only with the distinct menu but also the soulful hospitality. We’re excited to do the same in India. We have full confidence in Cheil’s capabilities in handling the P.F. Chang’s India launch campaign, and we are looking forward to this association.”

Meanwhile, Amit Nandwani, national creative director at Cheil India, said, “When it came to announcing the brand’s arrival in Mumbai, we wanted to cut through the clutter in the digital space. Rich CGI format seemed like a great option, but then we wanted to go beyond the usual format. So, we created a narrative using the mascot that could pique the curiosity of the netizens and start conversations on social media.”

Speaking on the campaign, Neeraj Bassi, chief growth officer at Cheil India, also said, “P.F. Chang’s is a renowned brand loved all over the world, and we are excited to partner with Gourmet Investments Pvt. Ltd. for announcing their arrival in Mumbai. They are known for their unique, original taste and flavour, and we wanted their India launch campaign idea to reflect the same distinctness. We are eager to create work that sets new benchmarks within the food and beverage industry. This partnership is also a first for us in the F&B category, which is a dynamic space.”

Singapore – Mindshare, the media services company that is part of GroupM and WPP, and sustainability platform decarbonising media and advertising Scope3 joined forces to create a bespoke emissions scorecard that helps clients understand the carbon emissions of their digital media campaigns.

The new ‘Mindshare Emissions Dashboard’ will allow Mindshare’s clients to gain near-real-time carbon emissions insight into their digital media activity at both a macro and micro level. It will enable marketers to make informed decisions on balancing the need for greener media with the need for positive business outcomes.

Additionally, the emissions dashboard is also created as part of Mindshare’s ‘Report, Reduce, Remove Initiative,’ which aims to optimise investment for greener choices across the media supply chain while ensuring minimal disruption to business needs. It is expected to report emissions from digital media activity, pioneering emissions reporting tools for brands.

Mindshare has been working with Scope3 to fine-tune the dashboard to ensure that they can put into practice their reduction efforts without compromising on performance.

The creation of the new emissions dashboard comes as the media services company upholds its responsibility to address the impact of its digital media on the environment.

Dhruv Menon, director at Mindshare, said, “By giving marketers a 360-degree view of the carbon impact of their digital media activity, the dashboard enables change-making conversations and discussions with advertising and publisher partners. More importantly, it will also empower media practitioners to make sustainable media buying choices with the goal of eventually reducing 50% of all digital emissions by 2030.”

June Cheung, head of JAPAC at Scope3, also noted that the collaboration with Mindshare to create the Emissions Scorecard was a great example of how Scope3’s emissions data can be harnessed to drive meaningful change.

She shared, “Scope3 emissions data pinpoints exactly where marketers can take simple, yet meaningful, actions to reduce the carbon footprint of their digital advertising. It simultaneously helps the industry more clearly see and defund waste across the ad ecosystem. This type of industry-wide change is only possible if marketers have the tools that allow them to make informed decisions. By being able to access emissions data directly alongside campaign data, like the Mindshare Emissions Dashboard, sustainability is no longer an afterthought; it becomes a valuable lever for improving campaigns.”

London, United Kingdom – New Zealand-based growers’ cooperative Zespri Group, its media agency Mindshare, and adaptive streaming specialist SeenThis are pointing the way for advertisers seeking to balance greater sustainability and media performance, with the announcement of remarkable emissions savings from the recently concluded ‘Zespri SunGold’ campaign.

Streamed with SeenThis technology, the French ‘Zespri SunGold’ campaign – which consisted of a series of IAB formats utilizing high quality video and images in display ad spaces – used an average of 39% less data compared to delivering the same quality creative using conventional technology, which results in 12% lower carbon emissions associated with delivering the creative.

SeenThis proprietary adaptive streaming technology actively reduces the amount of data required to deliver content, eliminating ‘data waste’ – data transferred unnecessarily, not “consumed”.

Ads load instantly with the streaming being adapted to the users’ conditions and the assets optimised for the highest quality that can be perceived by the human eye. This is not only much more efficient from a media performance point of view, but is also a more sustainable way of delivering digital advertising.

Mohamed Akouh, senior display and programmatic strategist at Mindshare said, “Mindshare has worked hand in hand with SeenThis and Zespri to achieve better display performance while positioning itself at the forefront of innovation in sustainable advertising. We are very pleased with the results and the potential of SeenThis technology, which enables us to actively minimize the carbon footprint of campaigns while improving media performance.”

Meanwhile, Mélanie Lacomme, marketing manager France for Zespri, commented, “This partnership is part of Zespri’s approach to better understand the carbon impact of its media campaigns, and to reduce it,” says. “We began this process in 2021 by measuring the carbon impact of our campaigns with GroupM, choosing advertising agencies based on their performance but also their commitment to carbon reduction initiatives. Every year, we try to go one step further, aiming now also at reduction and not only compensation.”

Digital advertising allows marketers to target consumers more precisely with more personalised, relevant information, in real-time, on multiple devices, and on the go. Digital advertising’s highly personalised nature should make it more relevant to audiences, but brand risks, supply path murkiness, privacy concerns, and ad fraud create barriers. 

Advertisers are looking for more transparency around targeting customers online after the deprecation of cookies. I believe there will be even more demand for scalable and privacy-friendly attention metrics beyond viewability and clicks to provide more granular insights, engagement and outcomes. Brands are focused on driving outcomes and conversion from ad spending and they’re looking for more privacy compliant and scalable solutions. 

Optimising attention drives outcomes

Our research team analysed data to understand how our partners could leverage technology to capture more significant attention to understand correlations between quality, suitability, and time-in-view. The research uncovered that viewability and time in view have a medium correlation (intuitively makes sense). Moreover, when only looking at impressions on contextually relevant pages (i.e. Toyota ad on an automotive site), the correlation becomes more vital. The practical implication of insight like this is that you can drive greater attention by targeting higher viewability rates in programmatic prebid targeting and utilising contextual targeting solutions.

For example, when we analysed the automotive vertical, we saw that when the context was relevant and optimised for viewability, there was an 8.3-second increase in time-in-view for every 10% increase in viewability rates. This was 2.4x higher than in a non-optimized context. 

Here’s a preview of what we discovered:

  • Time-in-view increases as viewability and brand safety increase
  • 57% increase in conversions for viewable and brand-safe impressions compared to non-viewable and not safe
  • 171% increase in conversions for impressions with time-in-view greater than 15 seconds

Creative, contextual, and privacy-compliant advertising 

It is essential to consider how relevant the ads are to the consumers to drive greater attention. It’s human nature to engage with information that we find interesting — whether that’s through engaging in creative or contextual relevance.

IAS research showed a 40% lift in memory of a particular ad when contextually aligned. Brands can harness the dual power of contextual targeting and high-quality placements to drive greater brand engagement. It’s also vital to acknowledge that placing ads beside low-quality content can have significant consequences, including a high risk of damaging brand reputation. To ensure online ads drive the right attention and outcome, aligning with suitable contexts must be a top priority.

As our industry prepares for a cookieless future and increasingly moves away from third party audience targeting, advertisers have a significant opportunity to be intentional with contextual tools. While many brands will focus on building and investing and first-party and second-party data, marketers will start blending this expensive and highly targeted approach with scalable advertising that can be achieved via environments that are contextually relevant, using contextual as a proxy for third party audiences.

Ultimately, a shift to contextual advertising is also good news for the industry because it aligns with the preferences of privacy-conscious consumers while achieving the brand’s goals for engagement.

This article was written by Laura Quigley, SVP for APAC at IAS.

Singapore – Despite restrictions brought by the pandemic, the current observance for the World Blood Donor Day this 14 June is still not hampered for the Singapore Red Cross (SRC) and the Health Sciences Authority (HSA) of the country, as they unveiled a new digital-centric campaign that honors those who have donated to Red Cross locally over time: through a virtual ‘hall of fame’.

Called the ‘Blood Donor Hall of Fame’, said initiative recognizes and honors contributions of blood donors to the National Blood Program. It is estimated that more than 1,600 champion donors from all walks of life will be featured and presented awards to celebrate milestones – ranging from 25 to 200 donations – in their blood donation journey. 

In particular, the Blood Donor Hall of Fame will spotlight the inspiring stories of nine individuals and organizations who have demonstrated an extraordinary commitment to the cause.

Digital-Hall-Of-Fame-Blood-Donation-Story
One of the nine stories featured in the Blood Donor Hall of Fame site.

Benjamin William, secretary general and CEO at Singapore Red Cross thanks all of those who have partaken in the organization’s ongoing blood donation program, stating that as they commemorate the 20th year of Singapore Red Cross being appointed by HSA as the National Blood Donor Recruiter, it is heartening to also witness the continuous growth of their blood donor population, from more than 41,000 in 2001 to over 72,000 donors in 2020 – a remarkable 72% increase over the last two decades.

Meanwhile, Choong May Ling, Mimi, chief executive officer at Health Sciences Authority, commented, “Blood donors continued to heed the call to save lives even in the midst of a pandemic, showing how warm-hearted and committed they are. The Health Sciences Authority would like to wish all blood donors a happy World Blood Donor Day, and express our gratitude to all blood donors and our partners for your precious time and dedication.”

Facebook-Blood-Donation-Feature-Updates
The Facebook Blood Donation Feature, which allows Facebook users to check in nearby blood banks they can donate to.

Aside from the virtual ‘hall of fame’, SRC and HSA have also partnered with Facebook to launch the Facebook Blood Donation feature in Singapore in line with World Blood Donor Day. This feature will connect people who want to donate blood with opportunities to do so, to empower even more Singaporeans to stay connected with SRC for real-time information such as ad-hoc opportunities to donate blood, so they can contribute to a more stable and sufficient blood supply.

William also added that in commemoration of the World Blood Donor Day this year, not only are they celebrating the blood donors for their commitment and contributions, but they are also shifting the spotlight towards the next generation of blood donors – the youth who are the future. 

“This is why we aim to reach them through channels and initiatives they are familiar with, to encourage them to take the next step in their blood donation journey, and influence those around them to do the same,” he added.

The Instagram page of Bloody Buddy, Singapore Red Cross’ official mascot. The page will share content and facts about blood donating

To sustain conversations and awareness around the importance of blood donations beyond World Blood Donor Day, SRC will also be unveiling a virtual ‘Journey of Blood’. This will provide users with an immersive and interactive educational journey on the blood donation process, from the blood bank to the laboratory. Not only will they be able to interact with Blood Buddy, the SRC’s official mascot, and its surrounding virtual environment, but they will also uncover interesting facts on blood donation and gain a behind-the-scenes perspective on how blood is collected and processed for Singapore’s life-saving needs.

Blood Buddy, which was previously revamped by SRC to appeal to the younger generation of blood donors, will now also debut on Instagram, where it, in its personal page,will share bite-sized content and facts around blood donation.

Other social media campaigns include a social media competition, where users were encouraged to share their unique, inspiring blood donation stories with Blood Buddy on Instagram, to stand a chance for their stories to be illustrated into a comic strip, and an interactive Instagram ‘this or that’ filter game, a themed Facebook profile frame, as well as themed sticker packs to sustain engagement and encourage individuals to spread the word to their social networks.