Singapore – Warner Bros. Discovery has announced that its streaming service Max will launch on November 19 in Indonesia, Malaysia, Philippines, Singapore and Thailand, as well as Taiwan and Hong Kong. Max will be a brand new streaming experience in the region bringing fans blockbuster movies, groundbreaking series, iconic titles, real-life content and other family favourites through a strong product experience.
Max brings together entertainment titles from brands like HBO, Harry Potter, the DC Universe, Cartoon Network, Max Originals, and the best of Hollywood movies, as well as programming from Discovery, TLC, AFN, Food Network, ID and HGTV all in one place.
From November 19, subscribers can enjoy an elevated streaming experience on multiple devices with an easy to navigate interface including personalised recommendations, seamless search, genre rails and brand hubs.
Moreover, by providing a more intuitive way of exploring Max, subscribers can create up to five unique profiles, each customisable with favorite characters as avatars, receive content picks based on viewing habits and customise profiles for kids, curated with age-appropriate content and parental controls.
JB Perette, CEO and president of global streaming & games at Warner Bros. Discovery said, “We are thrilled to bring Max to more consumers in Asia. Max brings together unparalleled quality content from iconic brands like HBO, Discovery, the DC Universe, Harry Potter, AFN, and Cartoon Network, as well as Hollywood blockbusters all in one place. Building on successful launches in the U.S., Latin America and Europe, Asia Pacific represents the next phase of Max’s globalization, making Max available now in over 72 markets with more to come in 2025.”
Meanwhile, James Gibbons, president at Warner Bros. Discovery, APAC commented, “Warner Bros. Discovery has long entertained fans across Asia Pacific with culture-defining content from powerhouse brands. For the first time, this programming will be available in a brand new streaming app for regional audiences, with Max combining incredible breadth and depth and a best in class viewing experience.”
Hong Kong – HK Express Airways has rolled out a new brand campaign today with the theme ‘LIVE MORE’ to ignite travellers’ wanderlust and bring the exhilarating ‘Gotta Go, Your Way’ experience to life.
For the brand, they believe that travelling is an art of living, whether our travellers are culinary enthusiasts, adventurers, or travellers who need a get-away form the hustle bustle, the choice is yours.
To celebrate HK Express’ upcoming 11th anniversary, the airlines will partner with various brands and content creators in the coming months to honour this milestone with a series of online and offline activities. Moreover, it has also invited content creators to share their adventurous travel experiences on Facebook and Instagram in the spirit of ‘LIVE MORE’ to embrace the freedom to travel in your way.
The campaign was launched following the airline’s plans to continue expanding its network of destinations in Mainland China, Southeast Asia and North Asia, targeting over 30 destinations by year-end to provide more accessible options to our customers in the regions. HK Express is also expecting to expand its fleet to 40 aircrafts by the end of 2024 to enhance the flight capacity.
Kee Keat Ong, commercial director at HK Express said, “HK Express is a young and vibrant brand that dares to be different. We encourage our well-travelled customers to rethink the concept of travel, stretch their boundaries and explore all possible travel patterns, be it Friday red-eye flights, or 48-hour quick getaways.”
He added, “Through our ‘LIVE MORE’ campaign and collaborations with content creators, we hope to demonstrate the ease and thrill of spontaneous journeys with HK Express, and integrate travelling into part of our everyday lifestyle. We will be launching a series of festive activities with tickets and travel deals, for our customers to save and fly more”.
Hong Kong – Bone and joint health supplement Caltrate has launched its latest campaign with internationally renowned dance group, Avantgardey, aimed at redefining joint health. The campaign was done alongside creative agency VML Hong Kong.
This multi-platform campaign is centred around the captivating energy of Avantgardey, and highlights the importance of healthy joints for everyday movements, from climbing stairs to performing intricate dance routines.
Moreover, the visually captivating video featuring Avantgardey’s signature style, seamlessly blends artistic expression with everyday activities, emphasising the crucial role healthy joints play in our lives.
This creative approach aims to resonate with individuals experiencing joint discomfort, encouraging them to consider Caltrate UC-II Joint as a solution for restoring mobility and reclaiming an active lifestyle.
The comprehensive campaign extends beyond video, encompassing a robust digital and social media presence, high-impact in-train video takeovers across the Hong Kong MTR network, and interactive activations at partner stores.
Kym Ma, group creative director at VML Hong Kong said: “Avantgardey’s iconic movements embody the incredible demands we place on our joints daily. By connecting their artistry with the science behind Caltrate UC-II Joint, we aim to spark a conversation about joint health and empower individuals to take control of their well-being.”
Hong Kong – Deliveroo Hong Kong has launched activities for riders to promote positivity and mental health awareness. The activities are in line with the Rider Safety Month and World Mental Health Day commemoration.
In partnership with the Mental Health Association of Hong Kong and St. James’ Settlement, Deliveroo organised workshops and seminars. The seminar aims to equip riders with stress management skills while the craft workshops promote positivity in the community.
The Mental Health Association of Hong Kong’s seminar covered stress symptoms, mental health issues, and stress management techniques.
Meanwhile, St. James’ Settlement held workshops under their “(M:) Drive” programme, which aims to provide community resources on mental health. Riders engaged in calming activities such as creating herbariums and aroma stones to promote mindfulness.
Following the results of a 2023 survey, which revealed that over 40% of young people in Hong Kong experience moderate to severe depression, Deliveroo aims to help riders recognise mental health challenges and offer support to others.
Deliveroo also supports St. James’ Settlement in their mobile van service which provides mental health assessments and social work interventions. The van will be available for the public on Oct. 9 at the Central Pier.
Talwinder Singh, head of operations at Deliveroo Hong Kong, said, “Riders are at the heart of all that we do and we are deeply committed to supporting them in every way possible. As we continue our efforts in Deliveroo Rider Safety Month, we want to empower our riders with the basic knowledge of handling stress and recognising stress symptoms, so they can support people around them when needed. As riders have now become part of our everyday life, we hope these initiatives can help bring positivity to our community.”
Hong Kong – Uber has teamed up with independent creative agency Special and martial arts icon Louis Koo for its latest campaign, spotlighting the challenges of traditional street hailing and showcasing the ease of using Uber Taxi.
The campaign cleverly taps into the double meaning of ‘Kung Fu,’ which in Cantonese also signifies ‘effort.’ Uber and Special set out to depict a dramatic Kung Fu-style standoff as the ideal metaphor for the tiring ordeal of hailing a taxi on Hong Kong’s bustling streets.
In the campaign film, Louis effortlessly navigates through the chaos, heading straight to his e-hailed Uber Taxi and bypassing the struggle of street hailing. The campaign was teased on his social media, where he announced he was “saying goodbye to Kung Fu for good”—only to reveal that it was the wasted effort of finding a taxi he was leaving behind.
Special also collaborated with local partners, including Kung Fu specialist director Adam Liu and stunt coordinator Jack Wong, to ensure an authentic and true-to-genre portrayal of martial arts in the campaign.
Lauren Portelli, managing director at Special, said, “Bringing together a hybrid team of our Australian brains trust with incredible local partners helped us create an idea that truly felt Hong Kong. Filmed in the heart of Causeway Bay, we were able to capture how easily Uber Taxi lets you bypass the obstacles of street hailing, getting you where you need to go.”
Sarah Parris & Dan O’Connell, creative directors at Special, added, “Martial arts films are experiencing a bit of a renaissance in Hong Kong cinema at the moment, and we wanted to make something that felt true to the genre. Working with one of the best directors in the region, Adam Liu, and a bona fide legend of the Hong Kong film industry, Louis Koo, was great. They made the project as easy as e-hailing with Uber.”
The brand campaign encompasses TV, online platforms, social media, and out-of-home advertising, complemented by a promotional initiative offering HK $1,000,000 in discounts on promotional cards distributed throughout the streets of Hong Kong.
Toga Leung, head of marketing at Uber Hong Kong, explained, “At Uber Taxi, we are dedicated to providing an effortless experience for the people of Hong Kong. As a local who grew up captivated by iconic Kung Fu movies, I’m excited to see that passion come to life in this culturally relevant and entertaining campaign. Collaborating with a diverse creative team at Special, alongside our talented local partners, has been instrumental in shaping this campaign. With over a decade of experience in Hong Kong, we understand the unique challenges residents face while travelling—challenges that often require their own form of ‘Kung Fu.’”
Hong Kong – Local health and beauty chain Mannings has launched a new campaign alongside DDB Group Hong Kong promoting its wide range of products and professional health services, to help Hong Kongers sleep better. Said campaign focuses on the fact that sleep quality is a major issue in Hong Kong, ranking among the top 3 health concerns of Hong Kong people.
The ‘Take Sleep Seriously campaign,’ as well as raising awareness of the importance of sleep, demonstrates Mannings’ dedication to improving Hong Kongers’ sleep quality with specialty products and tips, through an online video. The video showcases a variety of ways and means people can ensure a better night’s sleep and features a reworked version of Brahm’s lullaby, with specially written lyrics.
In the campaign, the Mannings Cat sweetly sings along as it kindly inspires people to improve sleep quality in different ways. The video concludes with the lullaby slowing, as people gently fall asleep with the help of Mannings products.
For Mannings, healthy sleep is essential for physical, mental and social wellbeing, and depth, duration, continuity and timing of sleep are all critical aspects for overall sleep quality. The good news is that Hong Kong people can turn to a variety of sleep remedies and Mannings boasts an extensive range of products that help reduce stress and enhance sleep quality.
These include health supplements rich in key ingredients such as melatonin, GABA, and herbal extracts, and skincare, hair care and bathing products infused with relaxing fragrances and able to be incorporated into a self-care routine in support of optimising sleep. Expert advice on product usage, as well as healthy sleep habits, are also all part of the services at Mannings.
Kayley Hui, marketing director of health and beauty for Hong Kong, Macau & China at DFI Retail Group, said, “Our ‘Take Sleep Seriously’ campaign aims to raise awareness about the importance of quality sleep for overall health and well-being. By offering products and services that enhance sleep and relaxation, we hope to encourage our customers to prioritize sleep and make informed choices for a healthier lifestyle.”
Meanwhile, Frankie Fung, chief creative officer at DDB Group Hong Kong, commented, “We’re thrilled to partner with Mannings on their ‘Take Sleep Seriously’ campaign, which addresses a significant health concern in Hong Kong. Our collaboration allowed us to create an engaging thematic video that captures the importance of quality sleep, featuring a unique twist on the iconic Brahms’ lullaby. We hope this campaign inspires Hong Kongers to invest in some sleep self-care, and not only have one less health concern, but also experience all the many benefits of regularly getting a good night’s sleep.”
The campaign will run online, across social media, outdoor and in-store for the month of October.
Hong Kong – The Hong Kong and Shanghai Banking Corporation Limited (HSBC) has launched its latest #OpenToArt initiative in conjunction with the M+ Special Exhibition, “Guo Pei: Fashioning Imagination,” aiming to transform Hong Kong into a vibrant hub for art, couture, and fashion.
Since 2022, HSBC Hong Kong has been the inaugural lead partner of M+, dedicated to bringing the world’s most exquisite artworks to the city. As the lead sponsor of M+’s Special Exhibition, “Guo Pei: Fashioning Imagination,” HSBC is embarking on a two-month innovative marketing campaign, playing a crucial role in showcasing the rich legacy of couture craftsmanship.
The Special Exhibition showcases over 40 stunning haute couture pieces designed by Guo Pei, the only Chinese designer to have presented ten couture collections at Paris Haute Couture Week for five consecutive years. By sponsoring this exhibition, HSBC invites visitors to explore Guo Pei’s captivating world and gain insights into her extraordinary design journey.
To promote the event, HSBC implemented a comprehensive marketing strategy that seamlessly integrated online and offline tactics, sparking an art frenzy across Hong Kong. In collaboration with the PR agency MSL Hong Kong, HSBC is enhancing the exhibition’s visibility through a wide range of innovative marketing approaches.
HSBC has collaborated with four prominent fashion icons—Kathy Chow, Grace Chan, Mayao Ma, and Heidi Lee—to create an engaging Instagram Reels teaser in anticipation of the exhibition. The video features these talents strutting down a red carpet that transforms the city into a vibrant runway connecting the HSBC Main Building to M+. This visually striking representation highlights HSBC’s commitment to unlocking opportunities for diverse individuals and reinforces its dedication to the #OpenToArt initiative, breaking both physical and artistic boundaries to inspire the community to embrace art.
Additionally, HSBC also strategically installed a tram shelter advertisement in Central, effectively reaching diverse audiences to celebrate Guo Pei’s artistry. These eye-catching ads are designed to captivate passersby, sparking curiosity and enthusiasm within the local community.
By creating a buzz around the upcoming exhibition, HSBC seeks to inspire individuals and foster a deeper appreciation for art and culture in Hong Kong. This initiative not only engages a wide audience but also enhances awareness of the vibrant artistic landscape in the city.
Cheuk Shum, managing director and head of marketing for wealth and personal banking at HSBC Hong Kong, said, “We are excited to promote M+ Special Exhibition, ‘Guo Pei: Fashioning Imagination’ across online and offline platforms, linking Hong Kong with the global art scene through innovative marketing ideas. The red carpet concept adapted in the Instagram reels is an invitation for everyone to engage with art, reflecting our vision of turning Hong Kong into a dynamic stage for fashion and creativity. Through strategic collaborations with influencers, we strive to connect people of all backgrounds and ages to diverse art forms, broadening awareness of art events to a wider audience in Hong Kong.”
HSBC will continue to support and sponsor M+ exhibitions and community activities, demonstrating its commitment to enhancing the artistic landscape. Through the #OpenToArt initiative, HSBC aims to foster art and culture, bridging local and global boundaries to connect artists and artworks with the vibrant city of Hong Kong.
Many recent technology developments such as generative AI and enhanced customer engagement strategies. are greatly improving the marketing and advertising environment and providing several advantages in a variety of fields. For instance, businesses are analysing customer data in a new way thanks to artificial intelligence (AI) and machine learning, which allows for accurate targeting and personalised content distribution.
With the use of these technologies, marketers can better target their ads to specific audiences, anticipate their behaviour, and increase engagement and conversion rates. Large data sets must be swiftly processed and interpreted in order for marketing tactics to be both more successful and flexible enough to respond to shifting consumer patterns.
Moreover, as these technologies develop further, they give marketers strong tools to design dynamic, captivating, and tailored campaigns that increase consumer loyalty to brands and broaden their consumer base. In the future, incorporating these state-of-the-art technologies is expected to further enhance the efficacy and originality of marketing campaigns, establishing new benchmarks for success in the sector.
To further explore more industry insights on the future of marketing and advertising this 2024 and beyond, MARKETECH APAC has announced new updates to its industry-leading What’s NEXT series, with more expanded plans targeted to reach more marketers in the Asia-Pacific region, giving industry leaders a platform to highlight their insights and advice on the latest trends in marketing and advertising.
What’s NEXT in Marketing: Indonesia 2024
Kicking off this year’s instalment is MARKETECH APAC’s debut conference in Indonesia with its What’s NEXT in Marketing: Indonesia 2024 which will be held on November 7 at Pullman Jakarta Indonesia. This inaugural flagship event will offer industry leaders with a platform to exchange experiences, knowledge, and foresights that will shape the future of marketing in Indonesia.
Bharat Buxani, Senior Vice President, Marketing at 99 Group Indonesia
Kelvin Hong, Director of Brand Marketing at A&W Restaurants Inc
Gita Rostika, Group Head of Marketing at bank bjb
Mediko Azwar, Chief Marketing Officer at Blue Bird Group
Ilham Pratama, Head of Marketing at Chery Motor
Irfansyah Kurnia Putra, Country Head of Marketing at IKEA
Rajesh Grover, Group VP – Digital and Omnichannel at Kanmo Group
Yosua Tanuwiria, VP of Marketing at Pluang
Ryan Dawa, Head of Marketing at Reku
Asnawi Jufrie, VP & GM of Southeast Asia at SleekFlow
What’s NEXT in Marketing: Malaysia 2024
Later this year, What’s NEXT in Marketing: Malaysia 2024will also kick-off on December 3-4 at Sheraton Petaling Jaya. This conference is the second time a What’s NEXT conference has been held in Malaysia following the successful launch of the 2023 conference back in December 5, 2023.
Our initial roster of speakers for this 2024 conference includes:
Andrea Chuang, Campaign Marketing Head at AirAsia MOVE
Huey Ying Leong, Head of Marketing at Burger King
Xing Jun Khoo, Head of Digital, Media & Insights at Dutch Lady Milk Industries Berhad
Evelyn Lee, Head of Marketing at Secret Recipe Cakes & Cafe
Asnawi Jufrie, VP and GM of Southeast Asia at SleekFlow
Mun Yee Lau, Head of Branded Content and Social at TIME dotCom
Jason Yong, CEO and Founder of Unicom Marketing
Alyaa Ramlan, Head of Social at Unifi
What’s NEXT in Marketing: Singapore 2025
Kicking off in 2025 as well is our What’s NEXT in Marketing: Singapore 2025 which will be held from February 19-20. This is the second What’s NEXT conference in Singapore following the 2024 edition on March 7 and saw an attendance of 150 delegates.
What’s NEXT in Marketing: Philippines 2025
For 2025, MARKETECH APAC kicks off its first What’s NEXT conference of that year with What’s NEXT in Marketing: Philippines 2025 which will be held on March 26 to 27, 2025 at Crowne Plaza Manila Galleria. This is the third time What’s NEXT will cater to the Philippine market following huge success on its first instalment of the conference in 2023 with more than 200 in-person attendees, while the second one earlier this year had 219 in-person attendees.
What’s NEXT in Marketing: Hong Kong 2025
For the first time ever, MARKETECH APAC will also be bringing the What’s NEXT conference in Hong Kong with its What’s NEXT in Marketing: Hong Kong 2025 happening in April 24, 2025. More details will be announced.
Joven Barceñas, founder and CEO of MARKETECH APAC, said, “Since its launch, What’s NEXT has always set its vision to ignite powerful conversations that will shape the future of marketing in Asia-Pacific. From emerging technologies to shifting consumer behaviours, What’s NEXT is where industry leaders, visionaries, and trendsetters will come together to explore new frontiers, redefine strategies, and inspire groundbreaking ideas. These conferences are more than just events—they are catalysts for change, empowering us to stay ahead of the curve, anticipate trends, and lead the charge in transforming the way we connect with consumers. We are thrilled that this year’s series, we are expanding the conversations in Indonesia and Hong Kong.”
For sponsorship opportunities, please contact Joven Barceñas at [email protected].
For speaking opportunities for these conferences, contact Katherine Sy at [email protected]; and for registrations, reach out to Hans Policarpio at [email protected].
Hong Kong – iProspect Hong Kong has recently spearheaded KFC Hong Kong’s brand campaign with the sought-after Japanese anime “Attack on Titan The Final Season”. This “Krunch! Chill Out and Attack On!” campaign marks another massive undertaking by KFC with an iconic anime IP.
Despite the anime’s focus on high-stakes battles against giant titans, iProspect demonstrated its expertise in orchestrating complex brand collaborations. Through its dedicated IP offerings and a blend of creative, media, and UX/UI elements, iProspect thoughtfully reframes these intense anime motifs in a way that resonates with the local market and aligns with KFC’s brand identity.
At the heart of the campaign is KFC’s brand positioning of providing a “Krispy” break – a moment of indulgence and relaxation amidst the daily pressures of life. This concept is brought to life through the animated commercials that integrated “Attack on Titan” characters into scenarios that mirror the daily struggles faced by the local consumers.
Leveraging iProspect’s creative expertise in marrying animated IP and the brand products seamlessly, the animated Titan characters were designed to carry KFC chickens in their hands, further echoing the KFC brand identity of playful and bold.
Moreover, one of the animated spots features the Attack Titan dressed in business attire who emerges to tell a stressed-out office worker “Feeling stressful? Eat KFC to relax! (有壓力？ 食件雞囉！)”. The other commercial features the Attack Titan who stopped the Jaw Titan with a student backpack who is overwhelmed with homework, to “Slow down, chill out and eat KFC to relieve (唔洗咁 chur 喎，食件雞唞吓啦你！)”.
These relatable scenarios, enhanced by the use of familiar Hong Kong idioms and colloquial phrases, further enhance the local relevance and resonance of KFC’s brand messaging.
KFC x Attack on Titan merchandise
iProspect Hong Kong and KFC have also developed a line of six exclusive merchandise items inspired by “Attack on Titan: The Final Season” character elements with a pun-intended product name in Cantonese – “Krispy Break” Maneuver Gear (唞唞「雞」動裝置)”, including ‘Krispy Break Titan Eye Mask’, ‘Survey Corps Neck Pillow with Cape’, ‘Infinite Stress Popping Bucket’, ‘Survey Corps Krispy Break Portable Fan’, ‘Titan “Kooling” Towel’, and ‘“Krispy Break” Acrylic Stand Blind Box’, aimed to remind working classes and students to take a break during their busy days.
KFC x Attack on Titan OOH activation
Both have also have taken the collaboration a step further by transforming the flagship KFC store in Causeway Bay into a fully immersive “Attack on Titan” experience. Both the interior and exterior of the store are decorated with the designs of the anime characters, bringing the thrilling Titan scenes to life.
The second floor also features two giant photo spots, recreating classic scenes from the anime. This first-of-its-kind move showcases KFC’s commitment to providing consumers with a 360-degree engagement that aligns with their brand positioning of making life easier and offering an instant space for people to dive in, set themselves free, and indulge in what they want for a moment.
KFC x Attack on Titan store wrap
Lastly, to further reinforce the brand’s role in providing a moment of respite and relaxation, KFC created an opportunity for the audience to reflect on their daily stresses and the need for a break. Leveraging iProspect’s UX/UI expertise, an interactive “Titan Attribute” game has been implemented to allow consumers to match their personality traits to corresponding Titan characters and discover their “Titan alter ego” with tailored stress-coping methods.
Janet Lau, marketing director of KFC HK & Macau, said, “We are thrilled by iProspect Hong Kong’s ability to cater to all our needs for this captivating ‘Attack on Titan’ collaboration. The strategic partnership with ‘Attack on Titan’ enables us to successfully communicate our brand identity and connect with our customers, particularly engaging with a younger demographic.”
KFC x Attack on Titan “Titan Attribute” game
Meanwhile, Christa Ma, business director at iProspect Hong Kong commented, “This successful campaign showcases our agency’s expertise in bringing IP activations to life, especially through the immersive Causeway Bay flagship store experience and the diverse merchandise offerings. It demonstrates our ability to deliver innovative, eye-catching campaigns that drive real impact and engagement. By tapping into the beloved anime’s characters and motifs, we’ve successfully engaged the busy working class and student segments, delivering a campaign that strikes a profound chord with our target audience.”
The campaign is running from 22 August to 18 September and being promoted across a diverse array of multimedia platforms, including television broadcasting, digital channels, outdoor advertising, influencer social media channels, print ads, MTR network, domination of the Causeway Bay KFC flagship store and all other KFC stores.
Hong Kong – Global communications agency Burson has announced the appointment of Simeon Mellalieu as its new CEO for Hong Kong, effective October 2, 2024.
Mellalieu brings 25 years of experience advising multinational companies on national, regional, and global communication strategies designed to build brands and safeguard reputations.
Throughout his career, Mellalieu has managed an extensive portfolio of clients across diverse sectors, including fast fashion, semiconductors, automotive, gaming, travel and leisure, enterprise and consumer technology, food and beverage, and banking and payments. He is also a dedicated supporter of academic and trade organisations throughout Hong Kong and the broader APAC region.
Notably, Mellalieu served as a board member and Chairman of PR Hong Kong (formerly the Council of PR Firms of Hong Kong) from 2010 to 2013. Before joining Burson, he was a partner for client development at Ketchum Asia-Pacific and managing director of Ketchum Hong Kong.
HS Chung, CEO for North APAC at Burson, said, “We are delighted to welcome Simeon to our APAC leadership team. Hong Kong remains a critical regional hub for Asian companies seeking to build their reputation on the global stage. Simeon’s extensive experience will help us further bolster our ‘Asia Going Global’ offer in Hong Kong, helping clients navigate pivotal market changes and seize opportunities, both in the region and abroad.”
Mellalieu began his communications career in the UK and has spent over two decades in Hong Kong. Before joining Ketchum, he worked at Bulletin International in London and Warman & Bannister in Cambridge.
Speaking about his appointment, Mellalieu shared, “This is an incredibly exciting and important moment in time to be joining Burson. We have a large and extremely talented team in Hong Kong supported by a powerful global network. I’m looking forward to working alongside my new colleagues locally and internationally to build our leading position in the industry based on innovative solutions, cut-through creativity, and incisive technology.”
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