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Marketing Featured South Asia

India-based ‘Lifestyle’ inspires fashion lovers to elevate their style in new campaign

India – India-based retail fashion brand Lifestyle has launched its new campaign, with an aim to encourage all fashion lovers to elevate their style with the brand’s latest collection ahead of the seasonal celebrations.

Called ‘Glam up & Style up’, the campaign is comprised of two quick, snappy, and fun 15-second digital-only films, which were conceptualised by Wunderman Thompson Bengaluru. Both films showcase the stylish range of season must-haves available at Lifestyle with a high celebratory vibe, almost like the trending reels made by fashion influencers around the world.

Inspired by the reel format, the brand intends to leverage the current trending format of a short-form social video as a new way of engaging with its customers. Each of the two films features four stylish ensembles from Lifestyle’s latest range with the transitions choreographed in easy and fun dance moves. The original upbeat background track of the film adds to the vibe, urging everyone to groove in style this festive season.

Lifestyle said that it intends to amplify the campaign through multiple celebs and fashion influencers grooving to the peppy track from the film and recreating the video in their own style. With the launch of this campaign, the brand intends to highlight the importance of having fun while you explore your options at Lifestyle, becoming the brand of choice this festive season.

Rohini Haldea, assistant vice president and head of marketing at Lifestyle, commented that they are delighted that this festive season their customers will discover Lifestyle’s on-trend styles through an entertaining film, to flag off a series of celebrations. 

“This is the first time that the brand has taken inspiration from a trending social media video format to break the festive clutter and engage with its shoppers in a fun and unique way. We are very excited and invite all our shoppers this season to not just style but groove in style with Lifestyle,” said Haldea.

Meanwhile, Priya Shivakumar, senior national creative director at Wunderman Thompson India, shared that it’s that scrolling through-your-phone-and-stumbling-upon-that-reel-you-just-can’t-skip moment they were looking to recreate through the lens of a brand with style at its heart. 

“Lifestyle’s eye-catching new collection also unveils its range of exciting festive looks. With music you want to dance to and clothes you want to reel, Lifestyle looks to make you sway to its beats and recreate your own reel moment, giving yourself many ways to glam up and give yourself a style upgrade,” said Shivakumar.

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Marketing Featured Southeast Asia

ZALORA MY taps Bray Leino Splash to revamp influencer program’s UX

Singapore — The Malaysian arm of e-commerce platform ZALORA has tapped digital marketing agency Bray Leino Splash to revamp the user experience of its Community Influencer Program, a reward system for influencers and customers.

ZALORA’s Community Influencer Program encourages influencers and ZALORA customers to endorse and earn via their social media platforms, rewarding them a commission on sales.  Bray Leino Splash was tasked to improve the user experience design of the site and make it easier for interested customers to sign up.

Efrain Lopez, executive creative director at Bray Leino Splash, commented on the steps the agency took, saying that they identified the previous version of the site did not succinctly communicate the USPs of the program hence customers found it harder to sign up right away.

“To this end, we stripped down the design of the site and put up the USPs upfront, & also created a straightforward FAQ section. This was fronted by a neat calculator tool to allow interested customers to calculate how much revenue they could earn simply by keying in the number of followers they had without the need to fill in a web-form,” Lopez said.

According to Zalora, its sign-ups garnered a 150% Increase after the UX revamp. Leonard Chang, regional affiliate marketing lead at ZALORA Malaysia, commented on the optimization of the program.

Chang said, “We have strong confidence in the new look of the program which has now recorded a 150% increase in the sign-up rate and a 90% increase in time spent on the site. This is the first key milestone and we hope to achieve a much better user experience through continuous optimization moving forward.”

Last October, ZALORA Philippines in partnership with Rizal Commercial Banking Corp launched its fashion and lifestyle credit card.

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Platforms Featured Southeast Asia

Beauty & Lifestyle platform Clozette is now TheBeauLife

Singapore – Beauty & Lifestyle online platform Clozette has undergone a major rebranding to now be called TheBeauLife (thebeaulife.co) – complete with a new website look. 

Digital marketing company Clozette Group which owns the platform said that the rebrand is with the aim to address the needs and interests pursued by today’s ever-evolving consumers. It said that the website revamp forms part of its company-wide initiative to expand its digital marketing services and “to evolve and grow with its readership and target audiences.”

The Singapore-headquartered Clozette Group which was established in 2010 has built Clozette as a content destination for beauty and lifestyle. The company said the new TheBeauLife has been designed with today’s consumers in mind. More than an information platform, TheBeauLife aims to be a community of life-loving individuals whose mission is to inspire, uplift, and set readers up for “a beautiful life on their own terms.”

“As consumers seek alternative ways to decompress in this transformed world, we are excited about our new areas of focus to address the shifts in consumer preferences and trends,” said Becks Ko, editor of TheBeauLife and head of content for Clozette Group. 

“In addition to beauty, we are expanding our content expertise to other topics close to the hearts of our readers, from mental health empowerment to sustainability. Our core values and content pillars remain intact but refined – to speak of the current, to the current,” added Ko.

Meanwhile, Roger Yuen, CEO of Clozette Group, commented, “As we cross our first decade, the company has evolved into a full-service digital marketing company anchored on content that performs. Our in-house production capabilities and an array of digital assets, along with our network of more than 10,000 creators and influencers with over 2.5 billion combined followers, are designed to help brands create, deliver, and optimize campaigns across multiple channels, engaging consumers at every stage of their journey to deliver results.”

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Marketing Featured Southeast Asia

ZALORA PH launches fashion and lifestyle credit card

Manila, Philippines – The Philippine arm of fashion and lifestyle e-commerce ZALORA has partnered with RCBC Bankard Services Corporation, the credit card arm of the Rizal Commercial Banking Corp. (RCBC), to launch the ZALORA Credit Card. 

The fashion and lifestyle credit card rewards customers every time they shop on ZALORA, and also promises to give rewards to transactions made outside the platform.

A 6% cashback will be granted when shopping on ZALORA, while a 2% ZALORA cashback can be earned for all online expenditures on other websites or apps. 

Of the launch, Paulo Campos III, ZALORA Philippines’ co-founder and CEO, said it is its biggest to date. 

“We are very proud to join hands with RCBC on this landmark initiative. We are entering the fourth quarter not only with bigger and better 11.11 and 12.12 mega sales to look forward to, but also the first credit card dedicated to elevating our consumers’ fashion and lifestyle shopping experience,” said Campos. 

Regardless of the platform, ZALORA Credit Card holders will receive 1 reward point for every P50 spent on all purchases. The accumulated reward points can be spent on a variety of products at ZALORA which range from wardrobe and home essentials to luxurious gifts. 

As a welcome gift, new cardholders will be receiving a P5,000 ZALORA cashback, as well as an annual ZALORA Now subscription for free express shipping, which will be valid for 365 days. As a Mastercard Titanium card, availing of the fashion and lifestyle credit card will come with no annual fee for the first year, where a P4,000 principal will apply for subsequent years.

Upon approval, cardholders will be issued a separate virtual credit card. Being a cardholder will also be coming with exclusive ZALORA perks such as priority access to brand launches and mega sale events, and exclusive discounts from top local and international brands on ZALORA that can be redeemed on top of the ZALORA Credit Card rewards.

ZALORA said the launch of the credit card comes against the backdrop of the ongoing pandemic, where a number of Filipinos are shopping online for the first time as everyone continues to stay home. ZALORA aims to leverage the emerging online shopping behavior in strengthening its consumer loyalty.

“This strategic partnership is very timely given the growing e-commerce industry and the improving economic outlook in the Philippines. Together with ZALORA and Mastercard, we are delighted to be ushering a more dynamic, superbly rewarding, and secure payment experience that complements our customers’ evolving lifestyle,” said Arniel Ong, president & CEO of RCBC Bankard.

Meanwhile, Simon Calasanz, Mastercard Philippines’ country manager, commented, “As more Filipinos adopt cashless digital payments to enable how they live and work, it is critical that Mastercard together with partners like ZALORA and RCBC Bankard continue to bring digital-first user experiences to market.” 

He adds, “The ZALORA co-brand card brings many firsts to market, and Mastercard is excited to play a role in this priceless partnership.”

The ZALORA Credit Card also boasts a connected smart shopping experience, as well as a commitment to sustainability. 

To make it easier for consumers to analyze their expenditures, holders of the credit card will be able to view categorized summaries of their transactions, to turn monthly credit statements into convenient and insightful budgeting tools.

Customers will be able to monitor their expenditures via an SMS alert on transactions based on parameters that they can define and personalize according to their list of expenses, encompassing factors like monthly budgets and supplementary card transactions. 

In addition, the ZALORA Credit Card has been made with sustainable materials, specifically with 84% bio-sourced polylactic acid (PLA) derived from non-edible corn. Supplied by EMV chip manufacturer, Thales, the unique and eco-friendly material is expected to set a precedent for a wider shift towards sustainability in the local banking sector.

Customers can now apply for the ZALORA Credit Card at its website.

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Platforms Featured ANZ

Nine Entertainment‘s women lifestyle network 9Honey launches rebranded vertical

Sydney, Australia – Aimed at bringing a new age of editorial offering to parents and soon-to-be parents, 9Honey, the women lifestyle network under Nine Entertainment, has launched a new rebranded vertical, the 9Honey Parenting, where parents can be entertained, informed and seek affirmation, written by parents and parenting experts.

The rejuvenated vertical will also feature video content and expand on the editorial offering previously seen on 9Honey Mums, Essential Kids and Essential Baby; all of which are now merged into the new vertical.

Furthermore, 9Honey Parenting will feature exclusive columns by actress and mum-of-two Tammin Sursok; dad-of-two and reality TV star Matty Johnson, and motivational speaker, author and mum of two, Turia Pitt.

For Kerri Elstub, editorial director at Nine Digital, the new addition to the nine.com.au family will fill a gap in the market, specifically in the lifestyle market locally.

“9Honey Parenting will cover every age and every stage of the parenting journey. Consider us your virtual parenting group! Whether you’re trying to figure out what pram to buy, how to navigate the transition back to school after lockdown or getting your teen to do more than grunt at you,” Elstub said.

Aside from 9Honey, Nine Entertainment’s digital offerings include their news platforms The Sydney Morning Herald and The Age, financial news platforms 9Finance and Australian Financial Review, as well as niche content platforms like Drive for automotive content, and Gizmodo for science and technology content.

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Marketing Featured Southeast Asia

iFly SG to amp up position in sports space, taps PR agency Ruder Finn Asia

Singapore – iFly Singapore, the skydiving destination in the country, aims to strengthen its positioning in the sports and lifestyle spaces, and it has recently partnered with integrated communications agency Ruder Finn Asia to handle all of its public relations business. 

Ruder Finn Asia is the Asia Pacific subsidiary of New York-based Ruder Finn. iFly Singapore has tapped the agency for a one-year remit, where it will be responsible for providing strategic counsel and management of media relations with the aim to enhance the brand’s entire spectrum of marketing campaigns. Beyond PR, the agency will also be iFly Singapore’s digital partner for all publicity campaigns. 

iFly Singapore, which is situated in the Beach Station in Sentosa in Singapore, provides a themed indoor skydiving facility with a wind tunnel that allows both first-time flyers and professional skydivers to enjoy the sport. The destination was put up in 2011 and this year, it marks its 10th year in the business. 

The celebration will be one of the agency’s marquee campaigns for the brand which is currently in the works. Furthermore, a component of the whole appointment covers venue publicity for Sky Garden Sentosa – the rooftop event space owned by and located at iFly Singapore. 

Brian Witte, Ruder Finn Asia’s deputy general manager, said that the agency is delighted to have partnered with iFly Singapore, one who has been making a great impact in Singapore’s sports and lifestyle sector. 

“We are focused on helping the brand transform its purpose communications approach and more effectively engage with the people who matter most to the brand,” commented Witte. 

Meanwhile, Lawrence Koh, CEO of iFly Singapore, expressed similar sentiments, “We look forward to our collaboration with Ruder Finn Asia to touch the hearts of everyone through our sport. Since our inception 10 years ago, iFly Singapore has achieved many milestones, from setting new Guinness World Records with special needs students to grooming gold medallists in international indoor skydiving competitions. We want to continue this momentum beyond 2021 and strongly position indoor skydiving as a sport for both beginners and enthusiasts in Singapore and the region even more.” 

iFly Singapore’s wind tunnel has been home to a number of Guinness World Records in Skydiving. In 2019, it broke its own record of 227 flights in indoor tandem skydiving to achieve a new record of 300 flights. This was achieved by a team of 80 people which comprised a mix of volunteers and teachers, and some skydivers from iFly Singapore. Special-needs students were also part of the feat. 

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Marketing Featured Southeast Asia

SG’s ComfortDelGro to launch mega app that would house taxi, lifestyle services

Singapore – ComfortDelGro (CDG), one of the leading land transport companies in Singapore, is set to launch a super app, slated for early next year. The all-in-one app is said to combine its taxi and lifestyle services.

The news comes as the company announced a new private mobility group (PMG) as part of its reorganization, bringing together its taxi, private bus, and car rental as well as its leasing and lifestyle businesses under one division. 

Of the new mega app, the company shared that it will be enabling customers to select from a variety of service offerings from a single platform. A ‘One CDG’ option will also be part of the new app which will make easier for its taxi users to rent a car in a breeze. 

Just in the first half of this year, CDG has been introducing new feats in its customer experience. Most notably, it launched in March ‘Zig’, a one-stop mobility and lifestyle app. Through an interactive map-based interface, users are able to search for lifestyle services such as dining reservations, Food & Beverage (F&B) merchants, and also entertainment outlets and attractions. 

Meanwhile, in April, it unveiled a one-of-a-kind partnership for a transport company, making available its taxi booking services in e-commerce app Lazada

According to the company, the up-and-coming mega app will be housing some of the lifestyle options it introduced in Zig like its restaurant bookings. 

On the new PMG meanwhile, CDG shared that the move aims to synergize and leverage on CDG’s core strengths in land transport solutions, seeing the re-organization as a way to allow for a more focused approach in the development of novel and sustainable mobility solutions using digital technology and clean energy.

Jackson Chia, who joined the group in 2017 and who is currently the group’s chief risk & sustainability officer, will be taking the helm of the new PMG. The company said the new PMG will have a combined fleet size of over 12,000.

“The ComfortDelGro Group has a broad range of mobility solutions in Singapore. Pooling the resources in the Private Mobility Group will enable us to develop smart and green intermodal mobility solutions for our clients,” said Chia. 

“With scale and our diverse range of assets, we will be better positioned to forge partnerships to experiment and offer innovative products and services. Corporate and individual commuters will be able to access our range of mobility and lifestyle offerings via a unified digital platform,” he added. 

Chia shared that in the future, the company will be adding other services in the group like learner driving services and medical transport. He said the goal is to cross-market CDG’s extensive range of transport solutions to enable convenience to the different communities it serves. 

The first quarter of the year also saw CDG launch a new line of service – a medical escort transport service. The said service is catered to seniors and persons with disabilities (PWD) to provide non-emergency transportation.