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Platforms Featured Southeast Asia

Grab ties with KLEAN, MRANTI to promote recycling in Malaysia

Petaling Jaya, Malaysia – As Grab Malaysia continues to scale up its environmental sustainability efforts, the superapp has partnered with Malaysia’s reverse vending machine ecosystem, KLEAN, and the one-stop-shop for innovation commercialisation, Malaysian Research Accelerator for Technology and Innovation (MRANTI), to look at solutions that will responsibly recover and recycle single-use plastic with reverse vending machines (RVMs). This move aims to help encourage recycling and make it easier for consumers to contribute to a greener Malaysia.

Through this partnership, Grab and KLEAN will be rolling out AI-driven RVMs, at specific locations, where users can easily send their recyclable food packaging waste. In addition, Grab will be leveraging its platform to increase visibility, and drive consumer participation and education efforts. Meanwhile, MRANTI’s role in providing integrated facilities for end-to-end research, development, commercialisation, and innovation (R&D&C&I) services will assist in the enhancement of the AI on the RVMs, and will help accelerate the commercialisation of the product.

Hassan Alsagoff, Grab Malaysia’s country marketing head, shared that they seek to protect the environment as it is crucial to building resilient small businesses and strong communities that can thrive for generations to come.

“We will continue to collaborate with government bodies, corporate partners, and policymakers through various programmes, to tackle the challenge of climate change. Together we want to create a sustainable future and provide easy ways for our consumers to make greener choices in everyday decisions”, said Alsagoff.

KLEAN Reverse Vending Machines, which was launched in 2019 by JANZ Technologies Sdn Bhd, collect aluminium cans and plastic bottles, and sort on-site, while registering users and rewarding them with virtual points. These collected items are then smelted back into aluminium in the case of cans and recycled into Polyethylene terephthalate (PET) pellets and fibre in the case of plastic bottles by recycling partners within the KLEAN ecosystem.

Over the next few months, the partnership aims to look at developing more AI-driven RVMs, onboard more reward partners to its redemption platform, data collection and deploy the machines to various locations across the country for easier access.

Alsagoff added, “We believe that this is a small step in the right direction. We are committed to making a real sustainable and scalable impact in partnership with drivers, industry innovators, and governments. It’s the right thing to do for our communities, our cities, and the planet we all share.”

Joey Azman, KLEAN’s co-founder and chief financial officer, shared that they applaud Grab Malaysia’s commitment to recover back and promote recycling of single-use plastic alongside its aim to partner locally, as with the rising popularity of food and grocery deliveries, it is essential that they find ways to enable greater recycling of plastic waste. 

“Partnerships and initiatives from corporations like Grab can help rally communities to adopt greener practices and contribute to positive change. We hope other companies will join us in our mission to improve the recycling habits of consumers through KLEAN’s own digital version of a ‘container deposit scheme,” said Azman.

Meanwhile, Dzuleira Abu Bakar, MRANTI’s CEO, noted that MRANTI is set to bridge the gap between public and private sector collaboration by connecting problem statements (demand) with solutions (supply) and increasing private sector participation, either through market access, investment, advisory, consultation, or providing testing and prototyping facilities. 

“This project collaboration amongst the great minds of Grab and KLEAN is what we aim to nurture further within the ecosystem,” said Abu Bakar.

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Marketing Featured Southeast Asia

Malaysia’s tourism marketing agency ties with Expedia Group to scale inbound travel to Malaysia

Kuala Lumpur, Malaysia – Tourism Malaysia, an agency under the Ministry of Tourism, Arts & Culture Malaysia, has partnered with global travel platform Expedia Group, for a joint-marketing collaboration to support Malaysia’s domestic and international efforts to promote tourism in Malaysia.

Aligned with Tourism Malaysia’s tourism promotion strategies, the agreement will see both parties embark on an Expedia Group Media Solutions global campaign to promote inbound travel from Australia, the United Kingdom, and the United States to Malaysia. It will spotlight Malaysia’s hidden and unique tourist attractions, as well as promote the variety of accommodations to Expedia Group’s more than 750 million monthly visitors globally.

Moreover, the collaboration will support the country’s target of achieving two million tourist arrivals and RM8.6b in tourist spending, set for its national ‘Malaysia Truly Asia 2022’ campaign.

Doug Park, Expedia Group Media Solutions’ vice president of operations and services, said, “As the world’s travel platform, Expedia Group is proud to be embarking on this journey with Tourism Malaysia to promote and help Malaysia rebuild its reign as a top tourist destination in the region, connecting Malaysia’s tourism industry to millions of travellers in Expedia Group’s worldwide network.”

Meanwhile, Dato’ Sri Hajah Nancy Binti Shukri, the minister of Tourism, Arts and Culture Malaysia, said, “The Internet of Things (IoT) is no longer a stranger to us, and we have become comfortable with this new norm. It is only crucial for the tourism industry to step onto the bandwagon and be one with this new trend and lifestyle.”

Aside from boosting promotion internationally, Tourism Malaysia is also continuing with its focus on further enhancing its domestic promotion with the local media. In addition, the agency has introduced nine mainstream and new media, namely ASTRO, Media Prima Omnia, Star Media Group, RTM, Sinar Harian, Nanyang Siang Pau, Borneo Post, Free Malaysia Today, and BFM 89.9 Radio, as well as two ambient media which are KLIA TV and AEON, who will work together with Tourism Malaysia in enhancing the Cuti-Cuti Malaysia Campaign for the year 2022, to produce a series of branded contents and niche programmes emphasising on the PRE 2.0 projects, to cater for the local market.

“Tourism Malaysia will be intensifying the campaign together with these respective platforms through various means, including electronics, print, and digital, covering tourist destinations within Malaysia. A special thanks to the Ministry of Housing and Local Government Malaysia (KPKT) for providing us with their digital billboards across the states in Malaysia,” added Shukri.

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Platforms Featured APAC

foodpanda launches new meal donation feature in Asia

Singapore – As part of foodpanda’s efforts in supporting the fight against global hunger, the delivery platform has launched its new meal donation initiative in Asia. With a new micro-donation feature built into the foodpanda app, customers can now easily donate to those in need by selecting the ‘Donate’ button after checking out orders.

The feature will go live in Malaysia and Singapore this week, ahead of World Hunger Day on 28 May 2022. Beneficiaries of foodpanda’s meal donation initiative will vary by market. In Malaysia, foodpanda and ShareTheMeal have been working closely together to make it easy for customers to give back to their communities. ShareTheMeal is a United Nations World Food Programme (WFP) initiative and app through which people are encouraged to make meal donations to help feed hungry families around the world. 

The donation function integrated into the foodpanda app allows for a seamless donation process for customers. All donations via the foodpanda app will be channelled to WFP’s food assistance projects and emergency programmes across SEA. Malaysians now have the option to donate between RM2.50 to RM17.50 to feed a child for up to seven days.

Meanwhile, in Singapore, foodpanda will collaborate with The Food Bank Singapore (FBSG). Customers in Singapore can choose to donate one, two, or three meals – at a rate of SG$2 per meal – that will go towards funding meals for FBSG beneficiaries. 

For interested users, The ‘Donate a Meal/ Share the Meal’ tab will be displayed on the order tracking page, and upon clicking it, they will be shown the donation options available. Once a user selects their donation, they will be directed to the payment page, and when the donation is confirmed, the user will be returned to the order tracking page.

foodpanda said that this meal donation initiative is an extension of the global partnership launched by parent company Delivery Hero SE with the WFP in September 2020, with the goal for Delivery Hero to donate 10 million meals globally by the end of 2022. 

Jakob Sebastian Angele, foodpanda’s CEO, said, “Food and groceries are at the core of our business, so we need to make food accessible to as many people as possible. By integrating meal donations onto our platform, we are encouraging our riders, merchants and customers to give back to society through using everyday technologies.” 

Elsewhere in Asia, foodpanda is also an active participant in programmes that address hunger and tackle food insecurity and wastage. In Singapore, foodpanda partners with OLIO to redistribute surplus food from pandamarts, while in Bangladesh, foodpanda partners with the Bidyanodo Foundation, donating unsold fresh produce from pandamarts and food from cancelled orders to vulnerable communities. Moreover, in Hong Kong, foodpanda has introduced a ‘Less Rice/Noodles’ option to decrease food waste.

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Marketing Featured Southeast Asia

Lion & Lion celebrates Raya without borders on TikTok

Kuala Lumpur, Malaysia — Lion & Lion launched the #RayaNiSayaRindu initiative on Tiktok to extend the Eid al-Fitr festivities with foreign workers in Malaysia, and their loved ones in their respective home countries. In line with Lion & Lion’s tagline of being ‘Made To Impact’, the creatively-driven, digital-first agency had tall ambitions to act on their belief that everyone should be able to celebrate Eid – regardless of their nationality, culture and status.

The #RayaNiSayaRindu campaign was launched on TikTok on May 1 2022 with a series of nine emotional stories told in Bahasa Indonesia, Urdu and Bengali – the most common languages spoken by foreign workers in Malaysia.

Based on local insights, the emotional stories hinged on the people, rituals and practices foreign workers missed the most as they celebrated Eid in Malaysia. Each emotional story drove users to the @RayaNiSayaRindu account on TikTok.

Claudia Low, regional head of creative content of Lion & Lion, said, “Foreign workers make up a large part of our labour force in Malaysia, many of whom come from Indonesia, Pakistan and Bangladesh.”

“As we were working on client campaigns that centered upon 2022 being the first year Malaysians could balik kampung (return to one’s hometown) to celebrate with their loved ones in person since the pandemic, we couldn’t help but notice that not everyone shared the same luxury. Especially with Labour Day falling the day before Hari Raya this year,” Low said.

According to her, they assembled a small, creative task force of culturally diverse Lions with personal connections to these communities to craft their stories as well as to share their truth and make an impact within these foreign worker communities.

Ham Maghazeh, regional director of social media for Lion & Lion, shared, “We chose to run our campaign on TikTok based on our deep understanding of our target audience. From our insights, we learned that entertainment through social media is an integral part of their everyday life, indicating that many of the foreign workers we wanted to reach out to are active on TikTok.

On the results, Maghazeh said, “Although TikTok is normally used to share humorous or fun content, we decided to disrupt the channel with emotional stories in order to capture attention and encourage participation. Our thinking paid off, because, in only four days, we grew our community from 0 to 1,300 followers, with every one of our stories gaining more than 1,000 views.”

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Marketing Featured Southeast Asia

TM unites tradition and technology in riveting Hari Raya film

Malaysia — Telekom Malaysia (TM), has produced a heart-warming Hari Raya film that incorporates Kufi, a type of early Arabic calligraphy, in an innovative way to unite the cultures of the past with the technology of the future. The campaign was created, handled, and executed by brand and customer experience agency, VMLY&R.

The short film entitled ‘Dari Hati’ or From the Heart, is part of the TM’s wider Festive Campaign for 2022 – which encompasses all the main festive celebrations in Malaysia, including National Day.

The short film revolves around a young man, Iqbal, and his ruminations on life and his purpose. His mum then rings, asking for help clearing out the workshop of his deceased father, who was an artist. By revisiting the workshop and being inspired by his father’s art to create tech Kufi versions of his own, Iqbal reconnects with his family, his heritage and above all his father’s values of doing everything with wholeheartedness and sincerity.

VMLY&R’s proprietary ‘Muslim Intel Lab’ insights helped shape the idea, that Malaysians have one intangible heritage that is passed on from every generation: Words of wisdom. This is an important pillar of the Malay community as it forms and guides everything that they do in life. Through this, the agency found a way to turn this intangible heritage into a tangible end product with the Kufi generator.

Kenni Loh, CEO of VMLY&R Malaysia, shared, “Our proprietary ‘Muslim Intel Lab’ provided a valuable insight that inspired us to find a solution that could convert the intangible, a heritage passed down through the generations, into the tangible. Our goal was to honour and celebrate Aidilfitri in a unique and interesting way and get our audience to not only enjoy the touching and meaningful Raya film but also share their own words of wisdom thanks to the world’s first Kufi generator.”

Together with TM, VMLY&R co-created a proprietary platform, Artificial Intelligence Visual to Extralinguistic Experience (A.I.VEE) that allows users to key their words of wisdom into a special page on the TM website that then converts their submission from text into beautiful Kufi. They can then customise, download their personalised Kufi design and share them with their friends and family.

KC Aui, executive creative director of VMLY&R Malaysia, said, “Many brands just produce a TVC for Raya, but we wanted to build on that in an innovative way. We wanted to celebrate the culture of sharing words of wisdom from our elders by converting them into another form of Malay heritage: turning Jawi (the traditional way of writing Malay script based on Arabic letters) into beautiful Kufi art.”

Commenting on the project, Shanti Jusnita Johari, CMO of Telekom Malaysia, said, “We want to highlight and celebrate Malaysia’s many cultures and heritage during a festive season when people are more attuned to the idea of how culture connects our humanity and brings families closer together. We also want to demonstrate TM’s role as the enabler of technology, by empowering Malaysians to use technology to create art pieces.”

Since its launch for Hari Raya, the film has garnered over 2 million views, and over 700 pieces of original Kufi art have been created. VMLY&R developed the first of its kind Kufi generator using A.I.VEE technology and building the microsite.

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Marketing Featured Southeast Asia

Nium expands real-time payments in Malaysia, onboards local license capabilities

Malaysia – Nium, the global platform for modern money movement, has announced the availability of real-time payments into Malaysia, further strengthening the company’s real-time payments capabilities across the globe. With the addition of Malaysia, Nium now processes over 75% of transactions globally in real-time, and increases its total real-time payment markets to a market-leading 100 countries.

Pratik Gandhi, COO and co-founder at Nium, said more countries are turning to Nium to bring their legacy systems into the modern age.

“We enable money to move around the world – instantly, easily, and securely – while helping businesses position themselves for more opportunities in the digital future,” Gandhi said.

With real-time payments in Malaysia and other emerging markets around the world expected to surge in the coming years, Nium is uniquely positioned to help global businesses drive faster payments, better manage liquidity, satisfy their customers, and ultimately grow their business faster across the globe.

Nium has also announced it has secured an expanded license in Malaysia. Nium is now able to onboard licensed corporations of all sizes to its platform – including Financial Institutions and PSPs – with higher outbound limits, up to MYR6,000,000 per day, and the ability to control end user pricing.

The “International Remittance Hub” (IRH) license is issued by the central bank of Malaysia, Bank Negara Malaysia (BNM), and it provides Nium with in-market capabilities including Pay Out in more than 190 countries, with over 100 in real-time, as well as technology and compliance cost savings for businesses, and settlement in local currency (MYR).

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Platforms Featured Southeast Asia

PropertyGuru MY awards social media content strategy retainer to Aforemention

Kuala Lumpur, Malaysia – Digital property marketplace PropertyGuru in Malaysia has awarded a nine-month social media content strategy retainer to Aforemention, a performance marketing agency under creative firm Forefront Group

The partnership will see a new content series called ‘#GuruKnows’, aimed at guiding home seekers in making confident decisions by curating some of PropertyGuru Malaysia’s best content. A masthead that pays homage to PropertyGuru’s brand colours of red, yellow, white, and grey, is featured alongside the content series to highlight the function and purpose of the website. The design elements also feature a persona with a smart hairstyle and glasses, portraying an intelligent guru full of property knowledge — a nod to the ‘guru’ identity, and the letter ‘O’ is stylised with a magnifying glass to symbolise how easy it is for users to find their answers. 

Moreover, the partnership entails Aforemention being responsible for PropertyGuru Malaysia’s social media content management and other performance marketing duties under the ‘#GuruKnows’ content series. The agency will also work on elevating PropertyGuru Malaysia’s social content to further enhance their position as the property industry leader for the current buyers, as well as future buyers.

Darien Mah, Forefront Group’s founder, said, “This is a pivotal point for brands to start communicating with property buyers of the future. The aspiration to lead a good life starts early, it is up to industry players to grab their attention and nurture their intents as early as possible.” 

Meanwhile, Sylvester Hiew, Aforemention’s partner, commented, “We are excited about the creative potential. By injecting pop-culture references and memes into our assets, we can equip aspiring property buyers with crucial knowledge and at the same time keep them entertained.”

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Marketing Featured Southeast Asia

Razer Merchant Services partners Discover Global Network, envisions e-commerce boom in 2023

Shah Alam, Malaysia — Razer Merchant Services (RMS), the B2B arm of Razer Fintech, has joined hands with Discover Global Network, the payment brand of Discover Financial Services, as the first acquirer to enable Discover Global Network card acceptance at online merchants in Malaysia.

Through this partnership, RMS is setting the stones for its future goal of enabling 2000 e-commerce merchants in Malaysia to accept Diners Club International, Discover, and other affiliate network cards for online transactions by next year -2023.

RMS is taking calculated steps to ensure a potential lead in the future, as according to a report; e-commerce payments in Malaysia is estimated to increase at a Compound Annual Growth Rate of 18.3% from RM28.5b, or $7.1b in 2021, to RM55.7b, or $13.8b in 2025.

By enabling the card scheme, local merchants would access a significant global customer segment with a diversified payment acceptance as the e-commerce industry continues to experience increased growth.

This collaboration offers a strategic advantage for RMS merchants to tap into the billion-dollar market with Discover Global Network and reach more than 280 million cardholders worldwide.

Lee Li Meng, CEO of Razer Fintech, said, “This partnership cements RMS’ continued leadership in enabling a plethora of comprehensive payment channels for our online merchants, thus, providing diverse payment options for their customers.”

Meng added, “RMS merchants can further expand their business reach by casting a wider net in the regional and global market as we look to replicate our offerings with Diners Club International and Discover across Southeast Asia.”

Meanwhile, Jonathon Gould, regional managing director for global acceptance of Discover APAC, shared, “This partnership between Razer Merchant Services and Discover is pivotal in expanding the Malaysian e-commerce market to our global partners. We are committed to continuously providing great benefits and convenience to our cardholders around the world by offering options to make online payments more seamless across borders.”

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Platforms Featured Southeast Asia

Reckitt launches new campaign to provide MY shoppers with nutrition tips, exclusive deals on Shopee

Kuala Lumpur, Malaysia – Global consumer goods firm Reckitt has partnered with e-commerce platform Shopee to launch its ‘Complete #TheMissingHalf’ campaign in Malaysia, aimed at enhancing the protection of health, hygiene, and nutrition of consumers by relying on its trusted brands including Enfagrow A+ MindPro, Dettol, and Vanish.

As part of this ‘Super Brand Day’ campaign, which will be on 19 May, Reckitt will be providing shoppers with exclusive deals on Shopee Mall from Enfagrow, Dettol, and Vanish, including educational tips, coins, and product giveaways on Shopee Live, up to 4.5 million coins cashback, and buy 1, free 1 deals, as well as exclusive bundles, where Reckitt is offering special vouchers up to RM200 off, gifts with purchase, specially curated bundle sets including Enfagrow A+ MindPro IQ+ EQ bundle, complete Dettol Protection Kit, and complete Reckitt Household Cleaning kit.

Moreover, free shipping deals are also included on the campaign’s exclusive deals, as well as ‘Spend, Spin, and Win’, where shoppers will be given a chance to win a Toshiba dishwasher, Samsung Tablet, and Shopee Coins.

Muksitul Islam, the ASEAN e-commerce director at Reckitt, commented that Reckitt is proud to partner with Shopee in the regional ‘Super Brand Day’ to connect ASEAN consumers to their beloved and trusted brands like Enfagrow A+, Dettol, and Vanish. 

“Through Shopee’s impressive engagement tools, our consumers can not only look forward to choices tailored to their needs but also an enjoyable shopping experience from our diverse nutrition, health, and hygiene portfolio. We wish our consumers a wonderful Super Brand Day experience,” said Islam.

Meanwhile, Pavan Challa, Shopee’s director of regional brand partnerships, shared that consumers are shopping more frequently online for household and healthcare needs, and they are glad to partner with Reckitt to provide parents and families with a wide variety of trusted brands that gives them the assurance they need when it comes to enhancing family health and nutrition. 

“We will continue partnering with brands to offer shoppers access to greater convenience, variety and value all year round through Shopee Mall,” said Challa.

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Marketing Featured Southeast Asia

MBSB Bank taps Entropia as media agency of record

Kuala Lumpur, Malaysia – MBSB Bank has appointed marketing consulting-meets-agency, Entropia, part of Accenture Song, as its first-ever media agency of record to bolster the financial institution’s awareness and penetration in the market. Entropia will work with MBSB Bank immediately to oversee its paid media-buying strategy, planning and execution, and performance measurement.

Soo Mei Goh, principal for integration media at Entropia, a part of Accenture Song, said, “We are honoured to be part of MBSB Bank’s journey and helping them further their vision to be a top progressive Islamic bank.”

Goh adds, “Marketing transformation is a continuous process, and we believe that our data expertise, creativity, and technology prowess can further boost the bank’s digitalisation focus. Although MBSB is a new player in the banking industry, it has achieved several milestones in digital banking products and innovations to provide its customers ease of access to everyday banking.”

MBSB Bank was established in 2018 as a subsidiary of the Employees Provident Fund, following MBSB’s acquisition of Asian Finance Bank. It has since expanded into the country’s second largest standalone Islamic bank. With a majority focus on consumer banking, MBSB Bank also provides Shariah-compliant products and services in business banking and trade financing to its growing customer base of SMEs in Malaysia.

Azlina Mohd Rashad, chief corporate officer at MBSB Bank, commented, “This is our first collaboration with an agency. Entropia stood out with its understanding of customer data and ability to harness it to enhance our customers’ experience.”

Rashad continued by sharing, “We look forward to working with Entropia’s diverse talent to bring a fresh perspective and to propel the bank forward in these challenging times. For a new brand like MBSB Bank, visibility is key among Malaysia’s thriving population, and while building our financial technology capabilities, we hope to be top-of-mind whenever consumers consider a progressive Islamic bank for their financial needs.”