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Marketing Featured Global

Childhood hunger is retrospect for Dole’s new social initiative

Singapore – Food company Dole has released a new social initiative called #UnstuffedBears to communicate the rising issue of childhood hunger around the world.

The newest initiative is launched in retrospect to the increase of awareness and global movement in addressing the global hunger crisis. The campaign comes to life through the imagery of the teddy bear, a universal childhood icon.

Images will depict five teddy bears, four of them seemingly have full bellies, while one has been unstuffed, signifying someone who is hungry. The campaign goes on to say that “one in five children worldwide may go hungry this Christmas”.

The newest campaign is in line with Dole’s commitment to “The Dole Promise”, which vows to provide access to sustainable nutrition for 1 billion people by 2025.

“According to the UN World Food Programme, the impact of COVID-19 may double the number of people suffering from acute hunger. This exacerbated food insecurity crisis is acutely affecting children around the globe and in our own backyards,” said Pier Luigi Sigismondi, worldwide president at Dole Packaged Foods

“Acting on our promise to bring food and support to those in need, as well as raising awareness of this growing crisis, is at the center of this campaign. And this is just one of many steps we are taking to make a change for the better,” said Sigismondi.

The campaign will roll out via online video, display, and social media throughout the holiday season. It has already been launched in Europe and the US, with Asia launching next week. 

In order to live up to the campaign, Dole is rolling out its promotional purchase of select Dole Packaged Foods products on some eComm channels, where profits on these purchases go towards food security charities.

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Marketing Featured Southeast Asia

Jollibee Singapore brings local take of Nasi Lemak to its menu

Singapore – The Singaporean branch of Philippines-grown restaurant brand Jollibee has decided to spruce up its menu, by bringing its local take of the dish Nasi Lemak.

Nasi Lemak, which has its origins in Malay cuisine, consists of fragrant rice that has been soaked in coconut milk and cooked with Pandan leaf that gives it its distinct flavor. It is a staple favorite in neighboring countries Singapore, Thailand, Indonesia, and even Philippines; each having its unique take on the dish.

The Nasi Lemak dish is a variant to Jollibee’s signature meal consisting of “Chickenjoy.” Instead of the usual rice, the new dish will be served with traditional Nasi Lemak sides: coconut rice, hot spicy sauce Sambal, small fried anchovies called Ikan Bilis, and cucumber slices.

Enjoy this new crispy & juicy tradition, Nasi Lemak Chickenjoy for only $5*! It is our bestseller Chickenjoy (Original…

Posted by Jollibee Singapore on Thursday, October 1, 2020

As per usual, customers can order the chicken either in original or spicy flavor. The meal’s starting price is at S$5 and can be ordered via in-store or food delivery apps.

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Platforms Featured Southeast Asia

Klook’s food, travel offerings can now not only be read, but also watched through new feature Klook Live!

Hong Kong – Travel and leisure booking platform Klook officially unveils the newest feature on its app, an interactive livestream called Klook Live!.

While users on Klook have only been enticed of new food and travel offerings via images and text on the app, users will now be able to view up-close the offerings through interactive and instant video content on Klook Live!. 

The feature has been formally launched in August in five APAC markets Hong Kong, Taiwan, Thailand, Singapore, and the Philippines.

During this period, Klook released a series of hyper-localized content on Klook Live!, featuring offerings from food and dining to hotel staycation packages, where the five markets have reported a 4 times average uplift in conversion rates. This is compared to in-app conversion rates on an average day.

According to the brand’s data, in Thailand, a staycation surprise deal has been sold out in just eight minutes, while in Singapore, two out of three staycation bookings made within 24 hours were direct conversions as a result of the livestream. Both countries also experienced about a two times uplift in revenue compared to an average day. 

Meanwhile in Hong Kong, a number of food and dining exclusive deals were snapped up in less than five minutes. 

With the new feature, the brand aims to introduce traveltainment, to which it refers to as a new form of immersive content that elevates users’ ways of discovering and booking both local and overseas hospitality offerings.

“The pandemic has made users even more critical and discerning when making a purchase. With Klook Live!, we enable users to gain a more authentic look at our offerings, as well as directly ask questions in real-time before buying,” said Marcus Yong, vice president of APAC marketing

“Our early success demonstrates that users are increasingly demanding a new way to discover things-to-do, starting from their backyard. It also signals that users prefer a more entertaining, social, and personalized customer experience,” added Yong. 

During the livestream on Klook Live!, customers can interact directly with merchants, express their feelings through emoji and polls, redeem exclusive promo codes and check-out; all while watching a live episode.

According to the company, Klook Live! is designed to cater to the region’s growing demand for online video content on mobile devices. It refers to a study by digital research brand eMarketer, that over 1.2 billion Asia-Pacific users consume video content on their mobile devices in 2019, and that this is expected to increase by over 75% to 1.6 billion by 2023. 

The company also looks to leverage the forecast that video content is expected to be a norm post-pandemic as people consume more video content. According to a study by market research firm Globalwebindex, Gen Z respondents said that they expect their increased levels of consumption of social media, videos, and streaming services to continue even after the outbreak. 

On the merchant side, Klook is confident that the new feature will aid vendors in targeting their audience reach which has proven trickier amid the pandemic. 

“With international travel restrictions in place, merchants require creative platforms to showcase their offerings to local audiences and encourage them to support local businesses that depend on tourism. With Klook Live!, merchants of all sizes can bridge that gap and build stronger connections with local users, boosting brand awareness and sales,” the company said in a press statement.

In the coming weeks, Klook Live! will be rolling out more content and products, including episodic programs to unveil a new local carnival in Taiwan and indoor recreational parks in Malaysia among others

Klook Live! can be accessed by downloading the Klook app on Google Play or the App Store. 

Categories
Platforms Featured Southeast Asia

Singapore Tourism Board, Klook launch S$2m domestic marketing partnership

Singapore – The Singapore Tourism Board (STB) and travel booking platform Klook have teamed up to launch a S$2 million domestic marketing partnership to drive the rediscovery of Singapore’s tourism and lifestyle offerings. The partnership is under the SingapoRediscovers campaign, and is inked to last seven months-long starting this September.

SingapoRediscovers is a recently launched campaign, spearheaded by agencies Enterprise Singapore (ESG), Sentosa Development Corporation (SDC), and Singapore Tourism Board (STB) to support the local lifestyle and tourism business in Singapore and encourage locals to explore different sides of the country. A total of S$45 million has been set aside for the campaign and its supporting marketing initiatives. 

The partnership with Klook will have three focus areas: curated promotions for products and experiences, content development, and digital marketing to boost spend.

Under the partnership, businesses – ranging from hotels and attractions to tour operators and dining establishments – will be encouraged to develop new products and experiences. The aim is to inspire locals and encourage them to explore precincts such as Orchard Road, Chinatown, Civic District, and Katong-Joo Chiat. 

These new products and experiences will also be curated into special bundles with attractive offers to appeal to different interest groups such as foodies, outdoor enthusiasts, and value seekers.  

An example would be pairing a stay at Mandarin Orchard Singapore with an Art Jam session in Orchard Road, or complementing a stay at Hotel Mono in Chinatown with a journey on Trishaw Uncle Guided Tours.

To encourage further exploration around the country, STB and Klook will collaborate on digital marketing efforts, where the parties look to create authentic stories through Klook’s pool of key content partners and opinion leaders. Digital content such as video reviews and livestreams will cast a spotlight on hidden gems and value-for-money promotions, as well as raise the profile of various home-grown businesses around Singapore.

Both parties will also co-invest in other digital marketing initiatives, such as search engine marketing, display, and social media advertising, to widen the reach and searchability of the various promotions and offerings under the campaign.

STB Assistant Chief Executive for Marketing Lynette Pang commented, “Through SingapoRediscovers, we encourage locals to explore Singapore, experience our vibrant tourism and lifestyle offerings, and support home-grown businesses. Klook shares the same aim. We look forward to leveraging their digital marketing capabilities and extensive network of partners to amplify our efforts, as well as encouraging their users to support curated local experiences, quality promotions, and content in the coming months.”

Meanwhile, Marcus Yong, vice president of marketing in Klook for APAC said, “Klook is excited to partner with STB and to be part of SingapoRediscovers. Our mission has always been to empower consumers to experience the best of a destination and through this partnership, we hope to bring back a sense of joy and adventure as locals explore their own backyard.”