Tag: ELEVEN

Australia – mycar Tyre & Auto has partnered with creative advertising agency TBWA\Sydney and PR agency Eleven to launch a campaign for its newest auto-translate utility that helps car owners understand the language of the cars.

With Auto-Translate, car owners can have car terminologies instantly translated into simpler and more relatable terms through text, voice, or bill scanning.

The campaign for Auto Translate spans film, digital, social, and PR. It features a hero film video and three digital case study videos that discuss the problem of car owners having a hard time understanding their auto technicians and mechanics.

Users can now access the auto-translate utility on mycar’s official page.

Adele Coswello, chief customer officer at mycar Tyre & Auto, shared, “At mycar, we are committed to putting people first, so supporting drivers in learning more about their car, instead of leaving them guessing, made complete sense.”

“With Auto-Translate, we aim to help Australians learn more about their car by providing an extra layer of confidence after discovering that 95% don’t feel very confident in understanding an auto technician,” she added.

Also commenting on the campaign, Simon Hayes, creative director at TBWA\Sydney, said, “With Auto-Translate we continue to build upon mycar’s promise of ‘People First’ and stretch the brand beyond its traditional service offering. We’re very lucky to have such a great partnership with mycar and are excited to bring this much-needed utility to the world. Kudos to our terrific clients.”

Auckland, New Zealand – ANZ has teamed up with TBWA\NZ and Eleven NZ to launch an awareness campaign which uses screensavers to remind vulnerable people on the rise of financial scams recently.

The initiative combines the one thing all grandparents want – pictures of their grandchildren – with advice they need – tips to avoid getting scammed. Said initiative was launched after research revealed that over half of over 65-year-olds have experienced an actual, or attempted scam in the last 12 months.

Launching just in time for Mother’s Day, the programme calls on New Zealanders to take photos of their children holding up a sign with banking safely tips, before adding the photo to their grandparent’s devices as its wallpaper. The goal is to have families share banking safely advice while uploading a wallpaper that serves as a reminder about steps grandparents can take to avoid being scammed in a way that’s memorable and loved.

Ben Kelleher, managing director for personal banking at ANZ says, “Older adults are being disproportionately impacted by a range of online scams – they’re afraid of being scammed but aren’t always aware of what to do to stay safe. Only 29% of them are speaking to their families about their scamming incident, so we are hoping this initiative will help them to speak more freely about this subject and feel more at ease.”

Meanwhile, Shane Bradnick, chief creative officer at TBWA\NZ, commented, “Sometimes security advice can be dry, forgettable and in formats that may never reach the people that most need it. We all know someone who has been affected by a scam recently because they are so rife. So we wanted to find a way to have families teach their loved ones and ensure the most important banking safely information gets to those most vulnerable to these scammers.” 

New Zealand – Tourism New Zealand, the agency that promotes the country’s tourism around the world, has launched a new campaign, which is an underground network of Secret (Travel) Agents, with a mission to encourage Australians to book a holiday in Aotearoa New Zealand.

With successfully executed missions like introducing the flat white to Australian culture or reminding Australians of how New Zealand does winter with its longer snow season, the Secret (Travel) Agents’ network of approximately 600,000 has been infiltrating Australians’ minds, hearts and mouths for years.

In a new campaign, which was done in collaboration with creative agency TBWA\Sydney and PR agency Eleven, the identities of some of the agents have been revealed in a recorded video conference. The secret agents are Kiwi comedian Melanie Bracewell, Australian popstar Ricki-Lee, TV presenter Richard Wilkins, Kiwi popstar Stan Walker, and drag performer Kita Mean, as well as Twitch streamer Broxh, and Kiwi character, the Beached Az Whale. They have been working to remind the world what is unique and special about Aotearoa New Zealand.

The brief is simple yet effective. Find ways to include New Zealand in regular chat, social media feeds, or general conversation. For example, posting a throwback picture from Waitomo Glowworm Caves, sharing their love of a Central Otago Pinot Noir, or simply reminding Australians that New Zealand scallops are just a bit bigger than theirs.

Katrina Alvarez-Jarratt, executive creative director at TBWA\Sydney, noted, “Anyone who knows a New Zealander, knows we just can’t shut up about how unique and beautiful our country is. Turns out, this behaviour is not random. It’s highly choreographed by an undercover society of Secret (Travel) Agents acting to encourage Australians to take a holiday in New Zealand.”

Meanwhile, Andrew Waddel, Tourism New Zealand’s general manager for Australia, said, “While some of our Secret (Travel) Agents have been revealed, this only means we need to find more for the cause – which is easily done by welcoming more Australians to New Zealand, and into our Agent whānau. It’s time for Australians to travel to Aotearoa and immerse themselves in a place filled with unmissable experiences and unmistakable Manaakitanga.”

Evan Roberts, chief creative officer at TBWA\Sydney, commented, “While this campaign is delivered in a Kiwi tongue-in-cheek manner, the marketing implications are huge. From an earned media moment, we are mobilising every advocate they have ever had in the history of social media, capturing first-party data and then rewarding them for their behaviour.”

Hong Kong – ELEVEN, a sports media group, has secured additional content rights for some of the most popular sporting events this year, and will be catered to their user base in Southeast Asia and Hong Kong. The content will be composed of 2,000 hours worth of live sports content dedicated to the region’s growing sports fanbase.

ELEVEN has an extensive package of Asian Football Confederation rights and is currently home to live coverage of every AFC Asian Women’s Cup and AFC Asian Qualifiers – Road to Qatar match in Thailand, Malaysia, Singapore, Hong Kong, the Philippines and Brunei Darussalam.

In addition, ELEVEN also has the rights to Spain’s Copa del Rey, the Malaysian SPL Sepak Takraw League (STL) and a roster of international cricket, badminton and Japanese table tennis.

Cricket, table tennis and badminton are being served up as well to fans in Thailand, Malaysia, Singapore, Hong Kong, Indonesia, the Philippines and Brunei Darussalam. Live coverage of this season’s Copa del Rey and STL are also available on ELEVEN across the region with the exception of Malaysia and Brunei Darussalam.

Lastly, a total of 19 European badminton events will be shown by ELEVEN during 2022. Live table tennis coverage from Japan will be delivered to audiences from February, and STL coverage is already underway.

Nick Wilkinson, managing director for APAC at The ELEVEN Group, said, “We are excited to be growing our operations across Southeast Asia and Hong Kong with a compelling mix of local and locally relevant content. Our ambition is to offer our audiences a dynamic new service to follow the sport they love. The partnerships that we have negotiated so far mean we are well on the way to delivering on this mission and we will be continuing to expand our portfolio in the coming months.”

ELEVEN is employing a streaming-first approach in all Southeast Asia markets and Hong Kong, with its platform ElevenSports.com at the heart of its offering. ELEVEN’s streaming service is due to be supplemented by partnerships with local linear operators to make content as accessible to fans as possible.