Tag: Malaysia

Kuala Lumpur, Malaysia – As Malaysia basked in the joyous celebration of Hari Raya, Apple has launched its latest campaign focusing on the innovative Face ID technology of the iPhone 15. Set against the backdrop of familial gatherings during this joyous occasion, the campaign humorously addresses the age-old dynamics of family privacy intrusion, particularly among the younger generation. 

For this campaign, Apple tapped its bespoke advertising agency, TBWA\Media Arts Lab Singapore, to create a campaign film that will run across TV, TVO, cinema, digital, and social. 

MARKETECH APAC spoke exclusively with the team at TBWA\Media Arts Lab Singapore to learn more about the agency’s creative strategy for this campaign and how it effectively leverages the cultural significance of Hari Raya to resonate with Malaysian audiences.

Unlocking the campaign

In the heart of the campaign lies the scenario titled “Nice Try!” where a bustling Hari Raya dinner becomes the stage for familial antics. 

As an abandoned pink iPhone flickers to life with message notifications, a nosy aunt seizes the opportunity to peek into her niece’s private affairs in an attempt to investigate the romantic texts the niece is getting from her secret boyfriend. 

However, she is immediately stopped by the phone’s Face ID security feature. What follows is a comedic, yet futile attempt by other family members to crack into the device. 

The campaign pokes fun at overprotective elders who are eager to know what’s going on in their young ones’ lives. It also aligns with Apple’s broader campaign titled ‘Relax, It’s iPhone’ that highlights the benefits of owning the latest phone device. 

TBWA\Media Arts Lab Singapore’s creative strategy is to put a spotlight on teenagers, the generation who arguably place the most value on their privacy today. The team wanted to show that, in a family gathering as big as Hari Raya, while sharing, caring, love, and respect are important, privacy is as well. 

“Remember how we used to put padlocks on our diaries so our overprotective parents couldn’t get into them? These days, the phone isn’t just a teenager’s diary; it’s their social life, their identity, and much, much more. You can imagine how badly a concerned parent in 2024 would want to get into their teenage child’s phone,” the agency explained. 

Connecting through humour and charm 

Central to the campaign’s narrative is the cultural backdrop of Hari Raya, one of Malaysia’s most significant religious festivals. Leveraging the idea of typical familial gatherings and the inevitable barrage of inquiries that accompany them, TBWA\Media Arts Lab Singapore ensured that the campaign would resonate with Malaysian audiences on a deeply relatable level. 

Employing meticulous casting to ensure authentic portrayals of the characters in the film, the campaign worked to capture the essence of the quintessential ‘aunty’ figure that every Malaysian knows and relates to. 

The agency shared, “There is always that one aunty you’d see only once a year at Hari Raya. She’d corner you and won’t stop interrogating you until she knows everything. We knew every Malaysian would recognise that character, and our most important task was to get the casting and performance right.”

Another important note is that while the campaign addresses the universal theme of privacy invasion, it does so with a touch of humour and charm. 

TBWA\Media Arts Lab Singapore made sure that the aunties or any of the relatives weren’t portrayed as villains. Rather, the campaign portrays them as well-intentioned individuals expressing concern for their loved ones—a subtle nod to the cultural norms of familial care prevalent during Hari Raya. 

By striking this delicate balance, the campaign succeeds in eliciting laughter while fostering a sense of familiarity and connection with the audience.

Malaysia – dentsu Malaysia has elevated Winnie Chen-Head to the position of managing director of media to further drive transformation and innovation of the network’s media practice in the market. 

In this appointment, Chen-Head will take over Pankaj Nayak, who led dentsu Malaysia’s media practice in an interim role since April 2023. Nayak will now focus on his role as managing director of media at dentsu Singapore. 

Chen-Head brings with her over 23 years of experience as a marketing strategist. She joined dentsu Malaysia in 2021 as head of product and solutions for its media business. She has played a vital role in developing and scaling new solutions for clients, all while leading consistent business growth. 

Concurrently, Chen-Head also served as the head of iProspect Malaysia, leading the media agency to anchor itself as a digital-first agency and refine its scope of offerings for clients. 

In her new role, she will report directly to Audrey Chong, CEO of dentsu Malaysia.

Commenting on the appointment, Chong said, “With her proven track record in steering effective transformation and strategic growth within our network, Winnie is a natural choice to take our media practice in Malaysia to the next phase of growth. She takes over at a pivotal moment with the firm foundations that have been laid by Pankaj in his time with us. I am confident that Winnie and Pankaj will continue to work closely together and alongside our media practices across Southeast Asia to deliver an even stronger proposition for clients across the cluster.”

On her appointment, Chen-Head also shared, “As we help our clients navigate an increasingly dynamic business landscape, innovative and transformative strategy and growth take centre stage. This is what we at dentsu are committed to delivering for our clients. I am grateful to be able to work with our dedicated media teams in dentsu Malaysia to elevate brand transformation through impactful and agile media strategies that are adapted for the ever-changing external environment.”

Kuala Lumpur, Malaysia – Grab has unveiled its latest collaboration with Jaya Grocer, Malaysia’s leading mass-premium supermarket chain. Now, fast-moving consumer goods (FMCG) brands retailing under Jaya Grocer can leverage GrabAds, Grab’s advertising arm, for a unified omnichannel advertising solution. 

This marks the seamless integration of GrabMart’s online retail presence with Jaya Grocer’s offline presence comprising 50 physical stores across Malaysia. Whether it is about helping brands increase visibility, boost sales or simply build brand, Grab and Jaya Grocer are elevating their commitment through this online-to-offline (O2O) integration to deliver unparalleled value to FMCG players retailing under the supermarket chain.

Amongst the notable brands under Jaya Grocer who have leveraged this omnichannel advertising solution via a GrabAds campaign is leading healthy cheese brand, The Laughing Cow. The brand successfully attributed majority of its offline sales at Jaya Grocer to its online awareness campaign on GrabAds during the campaign period.

Grab and Jaya Grocer in 2021, have been working together to bring the convenience of on-demand grocery delivery to more consumers in Malaysia. In 2022, Grab and Jaya Grocer announced the rollout of GrabPay and GrabRewards across all Jaya Grocer physical retail stores, and the subsequent folding of Jaya Grocer’s loyalty programme with any Grab user in 2023. This integration, which now includes GrabAds, will allow FMCG brands to reap even more benefits from the Grab ecosystem.

Dave Yang, regional head of sales and GTM at GrabAds, said, “As consumers make purchases in stores while maintaining online shopping habits, it is imperative for brands to consider the entire omnichannel consumer journey when closing the loop from awareness to purchase.”

He added, “Retail media networks like GrabAds enable brands to build such O2O advertising campaigns seamlessly, thanks to our comprehensive ad ecosystem – from online search ads to offline fleet wraps. We are only strengthening our O2O capabilities with the integration of Jaya Grocer. GrabAds looks forward to working with more FMCG brands on innovative O2O campaigns.”

Meanwhile, Daniel Teng, deputy chief executive officer at Jaya Grocer, commented, “We are thrilled to see the continued impact of our integration with Grab, particularly for the FMCG brands retailing under Jaya Grocer. The promising landscape of on-demand grocery services in Malaysia, where many consumers prefer a seamless blend of online and offline shopping, makes this partnership more significant than ever. Our collaboration with Grab will allow Jaya Grocer to tap into an active consumer base shopping online and offline, contributing to the growth trajectory of our (Jaya Grocer’s) business in Malaysia.”

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.”

Kuala Lumpur, Malaysia – Malaysia Aviation Group, the parent company of several aviation brands including Malaysia Airlines, has released its first-ever group Hari Raya film paying a heartfelt tribute to the people who are responsible for making air travel safe–on air and on the ground.

The film features a Malaysia Airlines stewardess who receives a written poem from an elderly woman passenger who is on the same flight she is working with. The passenger, who is set to return home for the Raya festivities, can be heard reading out the poem, centred around the message of paying respects to those who are always in service, and also adding that ‘only the strong can put others before themselves’.

For MAG, the Raya film aims to express their sincere gratitude towards people not only within their organisation, but also those who work in the service industry for their dedication and hard work during the Hari Raya holidays.

“We understand that during festive periods such as this, many would prefer to be with their own families yet they remain committed to ensure that our customers are prioritised. This commitment has been the foundation for us as the national carrier, and throughout the years we realise we have promoted a sense of family among staff, so while we may not be with our respective families, we are still able to foster the spirit of family within the organisation,” MAG stated.

The campaign was conceptualised in-house by its group branding team, and brought to life by Reservoir Production. In an exclusive conversation with MAG’s group branding team by MARKETECH APAC, they stated that they wanted a story that not only embodies their values and the Ramadan spirit, but also their sincerest gratitude for the people who work tirelessly, the sacrifices they make and commitment they demonstrate, especially during the holidays.

“Ensuring that this brand film reflected our core values and teachings during Ramadan wasn’t difficult to do because of our organisation’s culture beliefs. One of our tenets—people are our true north—remind us that our people are the soul and strength of our organisation, and this sense of community and togetherness is a big part of Ramadan. We knew that there was no more authentic way to display this than with imagery and a message that showcased the camaraderie and traditions that we experience not only as an organisation but also as a community of Muslims and Malaysians by extension,” the team told MARKETECH APAC.

When asked why their first MAG Raya film centred on the crew’s story, MAG told MARKETECH APAC that they not only wanted to feature their staff simply but also including those behind the scenes maintaining the aircraft to ensure its safety and airworthiness, as well as those at the airport and tarmac to ensure that their passengers and cargo safely arrive at the respective destinations.

“We wanted our people, the soul and strength of our organisation, to be reminded that not only do we recognise their service (during the holidays in particular when it’s especially difficult not getting to spend time with loved ones) but we’re so very thankful for their hand in making sure that we are able to deliver Malaysian Hospitality to our guests so they are able to be reunited with their families for the festive celebration,” the team stated.

They also added, “And what’s interesting is that Malaysian Hospitality is not only extended to our guests, but also among the MAG family where we have built this sense of togetherness and assurance that while we may be away from our loved ones, we are still able to celebrate Hari Raya with our MAG family.”

Lau Yin May, group chief customer experience officer at Malaysia Aviation Group also told MARKETECH APAC, “It was very exciting to get to create our very first Raya brand film. From conceptualizing the film to shooting it, it was quite the experience. I think the best part for all the Malaysia Aviation Group (MAG) staff involved was being able to meet colleagues across the different entities within the Group that they otherwise would never have met. With some 12,000 odd people working at MAG, you don’t get the opportunity to meet everyone in the company. The making of this film gave us the opportunity to get better acquainted with each other, and also to discover our very own talents. We’re definitely looking forward to working on more brand films like this so that we get to foster a stronger spirit of teamwork and further strengthen the bonds and connections within MAG.”

Kuala Lumpur, Malaysia – Multinational personal care corporation Kimberly Clark has partnered with Ogilvy Malaysia to launch its newest ‘Scott Calorie Absorber Pro’ campaign, taking a new approach to health and wellness with Scott Kitchen Towel. 

The latest campaign transforms consumer perceptions by making a humble kitchen staple, the kitchen towel, into a vital health supplement. Labelled and repackaged as ‘The Calorie Absorber Pro’, the kitchen towel is now a product that has no preservatives or artificial flavour and can even absorb up to 127 calories per sheet. 

The idea behind Ogilvy Malaysia’s campaign is rooted in the latest data showing that Malaysia grapples with the concerning reality that it is ranked as the most obese country in Southeast Asia as per the World Obesity Atlas 2023. With this, the advertising agency is set to redefine wellness, which is not just anchored on a flood of dietary supplements promising miraculous results. 

Partnering with Muscle Mania for a strategic retail activation, Ogilvy Malaysia leveraged the influence of fitness personalities to highlight and demonstrate the innovative features of ‘The Calorie Absorber Pro’. The campaign showcases real-life testimonials, illustrating how individuals seamlessly integrate ‘The Calorie Absorber Pro’ into their fitness regimen. 

By presenting Kimberly Clark’s Scott Calorie Absorb Pro Kitchen Towel as an essential ‘supplement’ in the journey towards health and wellness, Ogilvy Malaysia seeks to defy industry marketing conventions and foster a stronger emotional bond with consumers. 

Martin Soong, marketing manager at Kimberly Clark, said, “We are thrilled to partner with Ogilvy Malaysia on this truly innovative campaign. The Calorie Absorber Pro campaign not only underscores the innovative capabilities of our product but also aligns with our commitment to promoting healthier lifestyles in Malaysia and beyond.”.

Jaz Lee, executive creative director at Ogilvy Malaysia, also shared, “At Ogilvy, we thrive on transforming the ordinary into the extraordinary. The Calorie Absorber Pro campaign exemplifies our dedication to innovation and purpose-driven marketing. By reimagining Kimberly Clark’s Scott Calorie Absorb Kitchen Towel as a health supplement, we’ve demonstrated the power of perspective in reshaping consumer perceptions”. 

Malaysia – As businesses increasingly invest in cutting-edge technologies to secure a competitive edge, generative AI emerges as a frontrunner, offering dynamic content generation, task automation, and creative empowerment. However, with its immense creative potential, how can companies best harness this technology to maintain a leading position in the digital realm?

After its successful run in the Philippines and Singapore, MARKETECH APAC is bringing its revolutionary workshop to Malaysia on 23 April to explore the potential of generative AI in transforming marketing operations and strategies. 

Titled “Generative AI in Malaysia,” the workshop seeks to provide valuable and practical knowledge on fostering creativity and efficiency while also delving into the sophisticated features of Adobe’s cutting-edge advancements in generative AI tailored for businesses.

The workshop will host a presentation from Adobe on the possibilities that generative AI offers for reshaping creativity and elevating customer experiences. It will also feature a Q&A session, and a live demonstration on how to empower marketing teams with GenAI-powered content, offering participants a unique firsthand experience to discover Adobe Firefly’s capabilities and equip themselves with the knowledge and tools needed to thrive in an increasingly competitive market. 

On top of that exciting agenda, a poll discussion and questions portion will be opened for participants to join and unravel the opinions and insights on GenAI of marketing leaders in the Singapore industry. 

Leading the workshop is Chin Wee Ko, manager and principal for Southeast Asia at Adobe. With a wealth of experience and expertise in the digital landscape, Chin Wee Ko is poised to deliver invaluable insights into the realm of generative AI and its implications for businesses.

Teddy Cambosa, regional editor at MARKETECH APAC, said, “Empowering marketers with this workshop on generative AI is not just about embracing innovation; it’s about shaping the future of marketing. Harnessing the potential of generative AI isn’t just an option—it’s a strategic imperative for staying ahead in a rapidly evolving landscape. We’re excited to bring this workshop to Malaysia in partnership with Adobe to help upskill marketers in their current marketing efforts.”

Generative AI in Malaysia is made in partnership with computer software company Adobe. This workshop is free-to-attend for select brand marketers. Catch this workshop on 23 April 2024, at EQ Kuala Lumpur by registering your interest HERE.

Malaysia – Lion & Lion has been appointed by Malaysian mobile and digital services provider U Mobile to manage the telco’s social media presence for its brand and marketing services portfolios. The agreement, which began in October 2023, will see Lion & Lion apply its complete social media strategy and content development plan to improve U Mobile’s position as Malaysia’s 5G network.

Across U Mobile’s social media channels, such as Facebook, Instagram, and TikTok, Lion & Lion’s digital campaigns are developing with an emphasis on improving network and 5G perception, building brand affinity, and supporting channel expansion.

Speaking about the mandate, Bernard Lee, head of brand & marketing services at U Mobile, expressed, “We are delighted to welcome Lion & Lion as our social partner. With ambitious plans for 2024 to expand our brand presence to a wider audience, we sought fresh insights, dynamic ideas, and a partner capable of navigating this rapidly evolving market. Lion & Lion stood out with their enthusiasm and media-agnostic creativity, presenting digital and vernacular concepts for both product and brand campaigns. We’re looking forward to a collaborative journey that showcases U Mobile’s unbeatable ethos and commitment to customer enjoyment, as well as one that strengthens our position as Malaysia’s No. 1 5G network.” 

Meanwhile, Ham Maghazeh, group director of social media at Lion & Lion, shares the sentiment: “We’re proud to partner with U Mobile, an iconic brand that is locally grown, widely recognized, and loved by Malaysians. Our team is beyond excited to help shape the next social play for U Mobile, especially now with 5G, a game-changer that opens up many possibilities for both the brand and consumers.”

Furthermore, Claudia Low, creative director at Lion & Lion, stated, “Creativity drives our partnership with U Mobile. It guides how we position and showcase our 5G capabilities, how we choose our partners and sponsorship opportunities, and how we craft our content to unlock unbeatable moments for our audience with our unbeatable product. Our mission is simple: In everything we do, we aim to foster meaningful engagement and create a lasting impact.”

Kuala Lumpur, Malaysia – Pokka, a beverage manufacturer, has appointed Ignite, a creative agency inside The Shout Group, as its designated creative agency for the Singapore and Malaysia markets.

Pokka’s decision to work with Malaysia-based Ignite, represents the brand’s ambitions for growth outside of Singapore. 

Speaking about the appointment, Michelle Nunis, group general manager – marketing (Malaysia & Singapore) at Pokka, said, “All of us at Pokka look forward to collaborating with the team at Ignite. We view Ignite as a strong communications partner and respect their point of views that are stemmed from consumer insights, their ability to constructively challenge us to ensure what is right for our brand and their creative perspective to deliver consumer-relevant and engaging campaigns.” 

Meanwhile, Shaun Tay, co-Owner & chief executive officer of The Shout Group, stated, “Winning over Pokka for both the Malaysia and Singapore markets furthers our goal of building a solid portfolio of cross-border clientele, which already features Darlie, McCain, Febreze, Glad and Offspring, as we’re always keen on opportunities to promote Malaysia as a hub for regional creative development.” 

He added, “That said, being part of Pokka’s plans in unleashing their growth potential is personally exciting for us as it is the driving core of why we created The Shout Group in the first place. My thanks to Rex Macaskill, Group CEO of Pokka Pte. Ltd. and Michelle for trusting us with their brand and business, and we can’t wait to get started!”

Kuala Lumpur, Malaysia – Malaysian based Taylor’s University, through its School of Media and Communication, has recently signed a memorandum of understanding (MoU) with Omnicom Media Group (OMG) Malaysia, marking the commencement of a dynamic collaboration aimed at fostering talent development within the advertising and media industry.

This strategic partnership between Taylor’s University and OMG Malaysia underscores a shared vision to bridge the gap between academia and industry, ensuring that graduates are equipped with the skills and knowledge necessary to thrive in an ever-evolving media landscape.

The collaboration will facilitate initiatives such as guest lectures, industry workshops, internships, collaborative industry projects, and sharing real-life case studies and experiences with students through projects from OMG’s wide repertoire of clients, which will offer students with opportunities to gain practical experience, network with industry professionals, and stay ahead of emerging trends in advertising and media.

Additionally, this partnership also highlights the importance of industry-academia collaborations in addressing the talent needs of the advertising sector. By fostering closer ties between educational institutions and industry players, both parties can leverage their respective strengths to create impactful learning experiences and drive innovation in talent development.

Neethianathan Ari Ragavan, executive dean of the Faculty of Social Sciences and Leisure Management at Taylor’s University, expressed his enthusiasm about the collaboration, stating, “This partnership exemplifies our commitment to providing our students with real-world experiences and industry exposure. By working closely with OMG Malaysia, we aim to empower our graduates with the skills and insights needed to excel in the dynamic field of advertising.”

Meanwhile, Eileen Ooi, CEO of OMG Malaysia, commented, “As a leading media agency, we recognise the importance of nurturing the next generation of talent in our industry. By partnering with Taylor’s University, we are committed to supporting the development of future-ready professionals who will drive innovation and excellence in advertising and beyond.”