Kuala Lumpur, Malaysia – Automotive company SAIC Motor Malaysia Sdn Bhd has officially debuted the MG vehicle brand, showcasing its latest electric offerings, the MG4 EV and MG ZS EV.
To amplify MG’s market debut, SAIC Motor Malaysia orchestrated a launch blitz with Kingdom Digital across multiple platforms, showcasing the vehicles’ tech prowess and design language, aiming to give excitement in a style that’s youthful, daring, and addictive.
This launch is part of SAIC Motor’s goal of crafting trust with Malaysian drivers by weaving stories of heritage, uncompromising quality, and a bold, youthful spirit. Furthermore, the brand will be introducing more MG models, interactive joyrides, and a showcase at the KL International Motorshow later in 2024.
Talking about the campaign, Phang Rick Kee, head of marketing at SAIC Motor Malaysia Sdn Bhd, said, “Being part of MG’s rebirth is an absolute honor. Together with our partners, we’re injecting Malaysia’s roads with adrenaline-packed driving adventures.”
Meanwhile, Ryan Ong, chief executive officer of Kingdom Digital, commented, “We’re excited to be a part of SAIC Motor’s entrance into Malaysia. Armed with our marketing wizardry, we’re set to catapult MG to the forefront of the automotive arena.”
Singapore – Organic dairy producer Arla has released a new campaign for World Milk Day, which showcases an extraordinary story of what ‘goodness’ is included in their organic milk in terms of deliciousness and nutritional value.
The campaign, conceptualised alongside Kingdom Digital and Areka Studios, embodies Arla’s unwavering commitment to delivering goodness through its organic milk offerings. The ad also captures the essence of Arla’s sustainable farming practices and meticulous quality control, showcasing its dedication to upholding the highest standards of taste, nutrition, and sustainability.
In addition to showcasing a glimpse of the ‘from farm to table’ process, Arla seeks to encourage daily milk consumption by highlighting the numerous nutritional benefits that milk offers.
Young Shu Hui, trade marketing manager for SEA distributor market at Arla Foods, said, “We firmly believe that small actions lead to immense impact. It is these precise actions that infuse true ‘goodness’ into our organic milk, elevating its flavour and irresistibility. Our Arla Organic milk is 100% European-certified and our farmers are working hard on making dairy more sustainable.”
Meanwhile, Mior Anwar and Neerishma Biaspal, members of the strategy team at Kingdom Digital, commented, “We discovered that many Singaporeans avoid drinking milk due to the fear of weight gain, largely due to an overestimation of the fat content in full cream milk.”
Kuala Lumpur, Malaysia – Malaysia-based digital creative agency Kingdom Digital has joined Japanese advertising agency Hakuhodo Inc. This move is seen to help Hakuhodo achieve business growth and expansion in Malaysia and ASEAN region.
Hakuhodo is an integrated marketing and innovation company with offices in 20 countries and regions and over 10,000 specialists working around the world. Meanwhile, Kingdom Digital’s growth over the past 15 years has been organic with clients across a variety of key categories. The growth has enabled Kingdom Digital to attract high-calibre, loyal talent who now count over 160 experts delivering amazing work and results for local, regional, and multi-national brands.
Vin Chinnaraja, chairman of Kingdom Digital, commented that they have found the perfect partner in Hakuhodo Inc. for Kingdom Digital to accelerate their SEA expansion ambitions.
“With Hakuhodo’s regional presence, we are able to deliver multi-national work for our clients and brands from day one. We are also looking forward to combining Hakuhodo’s sei-katsu-sha insights with our innovative digital services like our Digital Creative Automation (DCA) platform to deliver hyper-personalised experiences for our clients and brands,” said Chinnaraja.
Meanwhile, Shuntaro Ito, senior corporate officer at Hakuhodo and president and CEO at Hakuhodo International, said that they are absolutely delighted to welcome Kingdom Digital, which is regarded so highly in the industry, as a member of the Hakuhodo Group at this milestone juncture.
“I’m certain Kingdom Digital will be able to contribute to our clients’ growth by providing them with sophisticated digital solutions in a Malaysian digital marketplace that will only continue to develop in the future. I look forward to Kingdom Digital being a leading presence, alongside Hakuhodo Malaysia, in further strengthening our digital capabilities in Malaysia and ASEAN,” added Ito.
Ryan Ong, CEO of Kingdom Digital, noted, “With Hakuhodo’s acquisition of Kingdom Digital, we will be able to draw on their infrastructure, creativity, and insights to continue delivering the high standard of work that we are known for. Most of all, both Hakuhodo Inc. and Kingdom Digital share the same vision and values and us coming together will broaden and deepen our services for all our clients.”
Kuala Lumpur, Malaysia – Kyochon, a Korean fried chicken brand, has tapped local digital and social marketing agency Kingdom Digital to handle the brand’s social media duties in the Malaysian market, starting off with an online campaign to promote KyoChon’s new meat-free food: the ‘Future Chicken’ Burger and ‘Future Chicken’ Tenders.
KyoChon will be turning to social media to create buzz and drive awareness about the 100% plant-based options by working closely with its newly appointed social media agency Kingdom Digital.
Terry Goh, CEO of KyoChon, shared that the brand first introduced its meat-free menu earlier this year in February for Malaysians who are looking to reduce their meat intake for health, spiritual, or social reasons.
“With the addition of the new ‘Future Chicken’ Burger and ‘Future Chicken’ Tenders, we have a total of 4 meat-free selections to cater to different preferences. Our customers and their loved ones can now have more options to choose from when they dine at KyoChon, be it from the meat-free or chicken menu. Both menus allow them to experience the signature taste and crispiness one would expect from our Korean fried chicken without compromising on their dietary choices,” Goh said.
Meanwhile, Lui Xiao Yee, head of client servicing at Kingdom Digital said KyoChon has tasked them to strengthen KyoChon’s positioning as the go-to restaurant for the most authentic and best Korean fried chicken in the minds of young teens, adults, and families.
“To achieve that, our strategy aims to portray KyoChon as the ‘INSSA’ (a Korean slang word describing a sociable trendsetter) through relatable and humorous social content and engagement ideas. Some of these can already be seen on their social media pages, such as the specially-curated monthly KyoKomics or when the brand joined the hype and trendjack Squid Game,” Xiao Yee stated.
Kingdom Agency has won various accounts this year, including milk brand Lactel and beverage brand Spritzer.
Kuala Lumpur, Malaysia – Lactel, a milk brand based in France, has recently appointed Kingdom Digital to handle the company’s social duties for its Malaysian market, following a pitch concluded in June that three agencies vied for.
Through the appointment, Kingdom Digital will be increasing social media engagement and spreading awareness about the credibility and heritage of Lactel as a leading milk brand. Said work will start this December, and will last for a year of work.
“We’re focused on building trust with our consumers. There’s a need to increase regional brand awareness for our growing portfolio of top-quality products. Through Kingdom Digital’s social media strategy, we believe we can connect with consumers organically and make a meaningful impact as a lifestyle brand,” Lactate said in a press statement.
The company also added that the agency stood out with their strong, creative pitch and well-rounded teamwork.
“Their consumer-centric and lifestyle-driven content strategy fit the kind of messaging we sought to put forward. Rather than a promotional or hard-sell approach, we aim to provide value in what is an integral part of our consumer’s everyday life — food,” they added.
Meanwhile, Mior Anwar, strategic planner at Kingdom Digital said, “Our consumer insights showed that yogurt plays multiple roles within the consumer’s lifestyle. Whether for the sake of health, satisfying a craving, or experimenting with recipes, it’s a versatile pantry item. Due to that, we wanted to emphasize how Lactel combines healthy goodness with convenience, making it a marvel addition to any meal, for any palate.”
Kingdom Digital has been winning several mandates this year, including mineral water brand Spritzer, Korean beauty brand MAKEHEAL, and Malaysian telco TIME dotCom, through its newest media subsidiary Rockstar Digital.
Sim Pei Xuan, senior digital content writer and Yee Sook Yan, digital art director at Kingdom Digital both further elaborated, “Lactel really is a mighty little marvel. We wanted to express how yogurt is one versatile ingredient that packs a punch full of nutritional benefits with endless possibilities to enjoy it. With a modern and minimalistic creative direction, alongside fresh and inspiring content, we are confident this approach will set the brand apart from industry competitors.”
Kuala Lumpur, Malaysia – Malaysia-based social media agency Kingdom Digital has unveiled its subsidiary Rockstar Digital, and for the sister company’s inaugural account, it has won the businesses of a telecommunications firm in the country, TIME dotCom (TIME).
TIME offers a full suite of domestic and international connectivity, and data center solutions to the wholesale, enterprise, and retail markets, and also delivers fiber network solutions and value-added services.
The new partnership will see Rockstar managing the telco’s social media business which will run for a period of one year, with the option to extend for another. The appointment was won after a competitive pitch.
According to Ryan Ong, the CEO of Kingdom Digital Group, the team is thrilled to work with the prominent broadband provider and that it is a fitting time to introduce Rockstar Digital to the industry.
“Rockstar Digital was established to help challenger brands like TIME innovate and lead with consumer-first approach and ideation. Brands that partner with Rockstar can expect a brave and bold digital strategy and execution. We look forward to taking their social media game to the next level,” said Ong.
Meanwhile, Andrew Yeoh, TIME’s head of marketing, said that they appointed Rockstar amid fierce competition because of their structured and strategic understanding of the telco landscape, as well as their bold and fresh approach to social platforms, supported by robust data and in-depth insights.
“The Rockstar team went above and beyond with a strategy that thrilled and terrified us in equal measure. It showed us the path forward to differentiate and carve out our own distinctive space in a social sphere dominated by giants. In short, when the entire category zigs, we will zag,” said Yeoh.
Kingdom Digital Group’s Head of Strategy Edmund Lou commented, “Our strategy is to position TIME as a lifestyle enabler, one that puts consumers first by enabling them to live more and gain endless experiences through timeless possibilities offered by the Internet.”
This month of May, the region of Southeast Asia took the reigns, with four out of five stories coming from the region, with one global brand entering the list. This month is all about the area of producing fresh content and platforms.
One live streaming platform launched a new feature that would see the replication of physical ‘live events’, while another brand, top e-commerce in fashion and lifestyle, is jumping on the trend of podcasts but with a novel take.
The end of Ramadan or the celebration of Hari Raya was commemorated by Muslims throughout the world this month, with one brand coming out on the top with its sentimental and touching Hari Raya short film.
Meanwhile, in the area of content regulation, we also saw a new leadership being announced that marks a new era of regulating content in one SEA country. Last but not the least, readers were hooked on the story of the pilot episode of MARKETECH Spotlight where we gave the seat to global CMS provider Magnolia.
The top stories were sourced from Google Analytics from the period of 16 April to 15 May. Take a look.
Entering in our Top 5 stories for May is fashion and lifestyle e-commerce Zalora in Southeast Asia. While fashion is a realm that’s highly visual and not often ‘talked’ about through conversations alone, Zalora aims to break the norm through the launch of its podcast, ’Zalora Talks’ on Spotify, the first-ever fashion and lifestyle podcast in Asia.
While Chris Daguimol, Zalora’s group director and head of corporate communications, agrees to this, he said that in today’s time, Fashion has evolved into becoming a platform to raise pertinent social issues such as sustainability.
“Right now, we actually have people who are big in sustainability. It’s a healthy kind of conversation, and I think this is the right time to start being part of that conversation, and Zalora’s very proud to be part of that initiative and conversation and to have all this put out there as a Southeast Asian point of view, and with [matters] that resonate with consumers in Southeast Asia,” said Daguimol in a MARKETECH APAC interview.
Daguimol said that the United States remains the main fashion hub and that conversations on fashion often revolve around the western point of view. With ‘Zalora Talks’, the e-commerce aims to make the Southeast Asian voice be heard, which boasts a fashion and lifestyle culture that’s rich and vibrant as any other.
The series was launched on 4 May and currently has five episodes. The series, which is made to comprise two seasons, is hosted by Amy Yasmine, the former editor of Harper’s Bazaar Malaysia, and will have six episodes for each season. The series brings together industry experts, brand partners, and fashion and lifestyle key opinion leaders from countries all over Southeast Asia.
For the pilot episode of MARKETECH Spotlight, our deep dive into organizations and companies that have recently achieved an industry milestone, we featured global tech company and CMS provider Magnolia.
Magnolia which has presence in Europe and APAC, and headquartered in Switzerland, has recently entered the leading list of top tech providers in the world: Global advisory Gartner’s Magic Quadrant. The report method uses a quadrant to identify the top-performing tech systems in the world, and Magnolia was recently identified as a ‘niche player’ for its digital experience platform (DXP) Magnolia DX Core.
In the episode, we conversed with Magnolia’s General Manager for APAC Don Lee, who aside from sharing the company’s response to Gartner’s report, also gave informative insights to companies that are looking to adopt a digital experience platform themselves.
Among the tips he shared are: focusing on the facet of digital experience that one wants to succeed in and building a modular and organic DXP for faster DX development. Learn more about his insights here.
Even over a year of the pandemic, most nations in the world are still grappling with lockdowns, with countries even dealing with new waves of the virus. With this, in-person interactions are still far from reality.
Local and emerging top live streaming platform in the Philippines, kumu, has recently responded to this call, coming up with a new feature for Filipinos that aims to replicate real-life ‘live events’.
With the new kumu ‘live events’, kumu aims to provide the biggest virtual stage in the country to offer its viewers live concert experiences, festivals, and parties from the comfort of their own homes. To give that full ‘live show’ experience, kumu will be enabling features that model the physical version that we all have come to enjoy such as post-show engagement with the artists. in contrast to the standard Kumu live stream shows that are open to public viewing, live events will be ticketed and gated.
Speaking with MARKETECH APAC,Mariel Bitanga, head of kumu Live Events, shared that aside from the benefit of the users and viewers, the new feature is very much for its performers and top streamers in the platform, making possible the opportunity to have a special type of production for their fans.
“Kumu is a fast-growing app and platform, and we wanted as a company to have an offering other than the usual app features that we wanted to have a platform on the web. Kumu Live is actually not just events, it actually has gaming, and you could actually live streams there,” said Bitanga
As a Muslim-wide country, Malaysia has been all spirits for the month of May as it approached the celebration of the end of Ramadan, Hari Raya Aidilfitri.
Different brands and companies came in solidarity with Muslims in the country, showcasing each of their creative campaigns that all echoed the importance of making time for family even amid one of the most difficult times for social connections.
One particular campaign stood out and entered the top 5 stories this month – the Hari Raya short film of professional cleaning tools and equipment supplier, Kärcher Malaysia.
The brand took quite a different turn on its theme on family, using ‘memories’ as the element to bring the message that when members come together to bond, old memories are sometimes sidelined. The narrative revolves around a son who wishes to sell the family house but is contested by his parents as it holds lots of precious memories. As they clean and prepare the house for sale, Zack, the son, realizes his parents are right all along.
The campaign was spearheaded by social agency Kingdom Digital together with Untitled Films.
In a conversation with Kingdom Digital’s head for account servicing Lui Xiao Yee, she shared that through the film, they wanted to show that not everything old is bad and that not everything old should be thrown away.
“As we all know Karcher sells professional cleaning products, basically cleaning equipment and tools. We thought that it’s really relevant for the brand as well as the end consumer to tap into this spring cleaning kind of tradition,’ she said.
For our top 1 story for the month of May, we have another news from Malaysia. The country’s independent self-regulatory body, The Content Forum, has recently elected Astro Radio’s CEO Kenny Ong to be its new chairman.
The Communications and Multimedia Content Forum, or simply The Content Forum, is made up of various organizations representing the communications and multimedia industry. It governs content by self-regulation in line with the Malaysian Communications and Multimedia Content Code – a set of rules that are applied to all content in the networked medium such as radio, television, audio text, and internet content from the country, as well as electronic boards, and public transport, among others.
The appointment will see Ong assuming the position for a two-year term, succeeding outgoing chairman Y.Bhg. Dato’ Khairul Anwar Salleh, the CEO of Media Prima Television Networks. In his new role, Ong will be bringing over 25 years of knowledge and experience across different industries to lead the council that sets the agenda on building a strong and agile self-regulatory framework for the communications and multimedia content industry. Together with members of the council, he is charged with executing strategies to achieve the vision of the Content Forum, which includes facilitating self-regulation and establishing best practices necessary for the growth of the content industry and the protection of its consumers.
When we caught up with Kenny to tell us more about the role, he said that the change in leadership will give The Content Forum a fresh start with new ideas and a new agenda. He further shared that one of the priorities of the forum would be the revamp of the content code.
“Getting a revamp will be important because of the new changes that are in the market when we talk about content. When it was first set up many years ago, the definition of content is different from what we have now, when we talk about broadcasters, when we talk about media and a lot of things coming [out] online. We need to revamp the content code to make sure that it takes care of the current situation and what we foresee for the next couple of years,” he said.
Watch our live interviews with the newsmakers themselves on the latest episode of MARKETECH APAC Reports, live on our YouTube channel.
This is in collaboration with Malaysia-based media company The Full Frontal.
Kuala Lumpur, Malaysia – KSK Land, the lifestyle and design property company in Malaysia and the developer of branded residence 8 conlay, has partnered with digital and social marketing agency Kingdom Digital, to launch a digital experience teaser on how one can experience the ‘art of living’ with Kempinski – the world’s tallest twisted twin residential towers.
The teaser aims to showcase the exclusive, five-star services provided by Kempinski to residents of YOO8. It gives users the opportunity to directly experience the hallmarks of Kempinski’s hospitality services from a first-person perspective. In addition, users will also be provided with various scenarios that enable them to interact with these services.
The interactive video campaign features three different chapters focusing on different YOO8 ‘residents’ experiencing the luxury hospitality offered by Kempinski. The first YOO8 ‘resident’ is Mr. Leong, a loving husband who is planning a surprise anniversary celebration for his wife, and how the ‘Lady in Red’ steps in to help him perfectly plan the special occasion.
Another YOO8 ‘resident’ is Winston, a Malaysian businessman residing in Hong Kong who, through the aid of Kempinski’s services, assists his son Jacob to settle comfortably into his new home at YOO8.
And lastly, the third chapter is about Jillian, a YOO8 resident who was introduced at the end of the previous story. She utilizes Kempinski’s services to plan her trendy social lifestyle that involves deciding between hanging out with her friends after a long week or getting some coffee with her new neighbor.
Joanne Kua, the CEO of KSK Group and the managing director of KSK Land, shared that they have always looked at how they can uniquely provide an opportunity for people to experience what elevated living means by focusing on connecting emotionally with customers through crafted and meaningful experiences.
“This encompasses digital experiences as well which have become very much a part of modern-day life. The next step will be to translate these mini-movies into a physical experience that will take place at the YOO8 branded residences,” said Kua.
Meanwhile, Kingdom Digital’s CEO Ryan Ong commented that they are beyond excited to help KSK Land bring their vision to life through this interactive video campaign.
“We’ve been working closely with the client and our video production partner to complete the filming in March. Then, we developed a microsite to centralize the campaign and to ensure a seamless experience for viewers. It’s a wondrous feeling seeing the campaign coming to fruition,” said Ong.
KSK Land has also announced that the campaign is supported by monthly teasers for each chapter that will be posted on social media and on the new 8 Conlay mobile app.
Malaysia – In this year’s celebration of Hari Raya Aidilfitri, Malaysian cleaning appliance brand Kärcher releases a touching short film that reminds the value of ‘home’ and ‘memories’.
The almost 7-minute film was done in collaboration with social media agency Kingdom Digital, and Lui Xiao Yee, its head for account servicing, said that while the tradition of families coming together to clean and spruce up their homes in preparation for the Raya festive occasion serves as a great bonding experience, “memories are often sidelined.”
Hence, the insight for the new short film, ‘Rumahku, Memoriku’ or ‘My Home, My Memories’.
The story revolves around the son, Zack, who is convincing his father to sell the family’s old house in order to gain money from it, but the father contests as the house holds many precious memories of the family.
As the family visits and sets out to clean and ‘prepare’ the house for sale, Zack is brought back to his fond memories of childhood which he had spent happily with his parents. This brings the important realization that his parents are right all along, and that family comes first before anything else.
William Kiew, general manager of Kärcher Malaysia, said, “We are excited to have released our first Raya short film on social media platforms. Besides showcasing the capabilities of our key products to ease Malaysians with the spring-cleaning process, we hope to remind them that remnants of our past can often bring back memories and help us remember what made us who we are today.”
Kingdom Digital produced the short film in partnership with production company Untitled Films.
Hari Raya Aidilfitri which marks the end of Ramadan will be celebrated on 13 May in Malaysia.
Jumping off the icebreaker of the year, the list this February is another group of brands showcasing innovation and over-the-top creativity. Three out of five are marketing campaigns hailing from Malaysia, with one region-wide; while stories of new leadership appointments, with new hires tasked to take the helm of an Asia-wide team, continue to inspire this month.
Based on Google Analytics from 16 January to15 February, here are the top 5 stories for February.
Top 5: SUBPLACE’s ‘Founder Story’ campaign
When SUBPLACE launched in December, it became the first-of-its-kind, offering an all-in-one marketplace for products on a subscription-based service. In order to encourage merchants to hop on the said business model, it rolled out its ‘Founder story’ campaign.
The unique proposition that SUBPLACE offers pushed it to similarly offer innovative marketing strategies. In the ‘Founder story’ campaign, it roped in the founders and CEOs of five of its partner brands to talk about each of their brand stories and why they chose the subscription model. The brands featured were probiotic drink Yakult, health and wellness retail chain store, Ogawa, and intimate health and aesthetic clinic, Clinic Rui, among others.
SUBPLACE CEO Mak WH shared to MARKETECH APAC, “We invited our biz partners to be storytellers, to talk about why they chose to adopt the subscription model in these challenging times, and what their inspiration for doing so was. Through these short features, we also introduce the subscription business model to viewers and convey how this model differs from other business models through first-hand accounts from business owners,” said Mak.
Top 4: dentsu announces new chief growth officer for CXM
Global media and marketing network dentsu internationalis continuously bolstering its leadership, unveiling veteran hires from time to time; and for its customer experience management business in APAC, it has appointed digital and tech veteran, Rachel Ooi, as its chief growth officer.
Prior to joining dentsu, Ooi has worked for professional services company Accenture as managing director for Industry X.0, the firms’ digital and tech solutions for businesses; and for multinational conglomerate General Electric (GE) as general manager for the ASEAN enterprise sales, as well as leading GE’s Ecosystem Alliance for the APAC region.
For her role, she will be responsible for bolstering dentsu’s CXM regional footprint through new business and organic growth, working closely with the leads of the network’s Media and Creative divisions on integrated opportunities.
In an exclusive conversation with Ooi, she said that the pandemic has turned the CXM landscape around, where everyone is transiting to a ‘Digital Genesis’ era.
“In the past, database marketing is the way to go, direct marketing is the way to go. [Right now], we’re talking about leveraging not just on technology, data, but also enhanced creativity, working closely with the ecosystem,” noted Ooi.
“Here in dentsu, even Merkle, we aim to achieve [and differentiate] by giving competitive advantage to brands and clients. We do that by having a different perspective, no longer just advertising, marketing in siloes, sales, and commerce; we look at it as a full perspective [on] how we can be a strategic partner to clients.”
Top 3: Creative tech development company Adaptis appoints seasoned business development executive Joven Barceñas as head of growth
Joven Barceñas, former head of advertising and sponsorship sales at Lighthouse Independent Media, the publisher of Singapore-based Marketing Magazine, has been named as head of growth at Adaptis.
Adaptis is a collective of digital development studios strategically located in Europe and Southeast Asia, providing experience-led technical capabilities to global clients.
With the role, Barceñas will be responsible for growing the business of the firm through business development and marketing, as well as improving processes within the function.
Having almost a decade of experience in media, marketing, and technology, Barceñas shared that he chose to further focus on the latter as the industry of technology keeps on evolving and that he aims to be in an environment that presents consistent innovative offerings to improve results for clients.
“In my current role at Adaptis, I was very fortunate to have been working with very talented people in technology development, and I’m learning a lot about UX, UI, and how machine learning or AI works,” he said.
Top 2:Kingdom Digital delivers 300 personalized digital ‘thank you’ cards for its 2020 wrap up
Social and content agency Kingdom Digital in Malaysia exercised its expertise in social media and digital creatives when it went the extra mile for its 2020 year-ender special, delivering and publishing over 300 personalized ‘thank you’ cards, to clients, media partners, and employees.
In the form of 8-second clips, the agency curated a sincere and unique message for each receiver, all posted and published on its Facebook and Instagram Stories.
Its Head of Strategy Edmund Lou let us in on the agency’s conceptualization process for the initiative, sharing that the team decided to push through with it, knowing how digital cards increased in popularity during limited physical contact at the middle of the pandemic.
Lou said the team had to appoint designated writers and make use of a proprietary system, Digital Creative Automation (DCA), in order to pull off the moving banners which required 170 varied visuals and copy.
Top 1: Colgate’s ‘Made for Greatness campaign’
The top story for this month can be considered as a dark horse in its own right–Colgate’s ‘Made for greatness’ campaign which was first released a little while back – in November 2020 – and coming through the ranks, garnering the most views for the month.
The campaign is for its hardworking formula, Colgate Total, where it featured professional climber and Academy Award-winning documentary director, Jimmy Chin. The spot shows Chin climbing an arduous mountain, but succeeding in the end, bringing the message of strength and ‘greatness’ in tandem with the Colgate brand.
In an exclusive conversation, Lyndon Morant, Colgate-Palmolive’s regional marketing director, shared that the theme of greatness came about in answering the question “Why did we make Colgate Total?”
“The answer is that we designed [it] for those people, for whom the highest grade [and] the highest performance in everything that they use makes [a] difference,” he said.
Watch the live report of the top stories for the month on our YouTube channel, where we give you exclusive appearances from the newsmakers themselves.
This is in collaboration with Malaysia-based media company The Full Frontal.
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