Tag: Malaysia

There’s a great irony to be told when it comes to our existing communication platforms. These apps, which highlight the different ways we can interact with one another, often feel chaotic, distracting and sadly can drain us mentally with the sheer amount of content we encounter on these platforms. If anything, there’s a greater need today for communication platforms which are very straightforward and are very accessible to use for everyday users. 

Recognising the growing demand for simpler communication platforms, buz, a new social audio app, seeks to bridge this gap with its straightforward and user-friendly design. Through its latest campaign launched across Southeast Asia, buz emphasises the warmth and immediacy of the human voice. 

By offering a simple yet powerful space for genuine connection, the app enables users to feel heard and build relationships that go beyond the limitations of text and visuals.

Simple interface, powerful impact

Buz stands out for its intuitive and minimalist design, centred around a single, vibrant green “push-to-talk” button. This streamlined interface cuts through digital clutter, letting users immerse themselves in the essence of communication—the authenticity in tone, the subtle nuances, and the emotions carried by every word.

Built with accessibility in mind, buz breaks down barriers of language and technical know-how, making it a tool for everyone. Whether young or old, tech-savvy or not, users can engage effortlessly. Features like auto-play on a locked screen ensure that staying connected remains as simple as a tap.

By embracing simplicity, buz tackles the challenges of digital fatigue while championing the need for communication tools that are inclusive, accessible, and truly human.

“We observed a widespread desire for simpler, more intuitive interfaces, leading us to prioritise ease of use and accessibility. This is exemplified by the prominent green button, which is easily identifiable and usable by a broad range of users,” a buz spokesperson told MARKETECH APAC.

Buz’s simplicity is also catered to specific demographics who wish to have constant communication but are limited to their own status quo or conditions. For example, older adults with dexterity challenges find the app easy to use, while those who primarily communicate through non-written languages or dialects value its voice-centric design. Similarly, neurodivergent individuals who might feel overwhelmed by complicated interfaces benefit from its straightforward and accessible approach.

“The focus on voice communication, the most fundamental form of human interaction, encourages more natural and spontaneous conversations compared to text-based platforms. This ensures that buz empowers effortless communication for all, regardless of their technological proficiency or background for a truly inclusive communication experience,” the added.

Tapping into the unique emotional response

The campaign captures ordinary moments elevated by the power of voice. Whether it’s a mother hearing her child’s heartfelt “mama” from miles away or a loved one sharing an off-key yet comforting serenade, the campaign beautifully illustrates the deep connections fostered through real-time audio interactions.

Moreover, buz’s campaign centres on the unmatched ability of the human voice to create meaningful connections. It highlights the emotional depth that vocal communication brings—the warmth of shared laughter, the solace of a familiar voice, and the joy of instant connection that bridges any distance.

“This resonates deeply with buz’s philosophy because it showcases how the platform facilitates authentic human interaction, prioritising the natural and deeply impactful nature of voice over other forms of communication. By focusing on the voice, buz demonstrates its commitment to nurturing meaningful relationships through the most primal and powerful means of human connection,” the spokesperson added.

Using hyperlocal strategies to understand cultural nuances

For buz’s campaign rollout across Southeast Asia, it tapped not just local ambassadors but also took into account how the campaign will play out in the local context.

In Malaysia, buz tapped into the relatable charm of Ain Edruce and her husband, resonating with audiences who value a more traditional perspective on relationships. In Thailand, the youthful energy of debut couple Maylada Susri and Teeradetch Metawarayut appeals to a younger generation, reflecting their evolving views on modern partnerships.

In the Philippines, where the ‘love team’ phenomenon is a cultural staple, buz partnered with Barbie Forteza and David Licauco, leveraging the strong connection and enduring popularity of this iconic on-screen pairing.

“Our campaign acknowledges the region’s diverse cultural landscape, by employing hyper-localised marketing strategies that resonate deeply within each culture’s unique expression of couple dynamics to emphasise the power of voice communication in creating meaningful emotional bonds,” the buz spokesperson said.

They added, “This careful selection of regionally relevant celebrity ambassadors, each reflecting the specific cultural nuances of their respective countries, ensures authentic connection and maximises campaign impact across the region.”

Using technology to accelerate the future of communication

Buz combines the power of the human voice with advanced AI technology, developed in collaboration with OpenAI, to elevate the user experience. Features like instant voice-to-text transcription provide flexibility and discretion when the app is muted, while real-time voice translation bridges language gaps, making buz a truly global and accessible communication platform.

James Lin, CEO of Vocalbeats, the company behind buz, stated, “In today’s world, people are craving genuine connections. Buz prioritises the power of voice, offering a simple and intuitive platform that fosters effortless, real-time conversations. Our AI features only enhance this experience, making voice communication even more accessible and enjoyable.”

With more than 20 million downloads worldwide and a swiftly growing footprint across Southeast Asia, the US, UK, and Europe, buz is set to change the way we connect. Its dedication to innovation and enhancing user experiences is reflected in the establishment of its new R&D and operations hubs in Kuala Lumpur and Singapore, reinforcing its status as a global leader in voice-driven social interaction.

“At buz, simplicity is foundational to everything we do. Our growth strategy centres on expanding access to simple and powerful voice communication, adding features thoughtfully to enhance the core experience without compromising ease of use. We’re committed to maintaining an intuitive user experience that fosters deeper connections for our global community, ensuring buz remains accessible and easy for everyone, everywhere,” they concluded.

Kuala Lumpur, Malaysia – Local public relations and strategic communications consultancy Perspective Strategies has announced the launch of its new strategic and creative arm, P³. Through this new practice, Perspective Strategies will supplement its existing expertise with an expanded range of services including brand visual strategy and development, experience design, employee engagement and, sustainability consultancy.

Heading P³ is industry veteran and specialist Matthew Mendelsohn, who joins the firm as director of brands and business advisory. Matthew brings over two decades of leadership experience in branding, innovation, and operational performance across Southeast Asia including extensive work partnering with top global brands and groups such as Rolex, LVMH, Richemont, Fossil Group and Apple. 

Prior to joining Perspective Strategies, Matthew spent nearly 15 years at Indonesian retailer Time International, managing a portfolio of 16 brands including Fossil, Michael Kors, Diesel, Kate Spade, adidas and Rip Curl.

Speaking on his new role, Matthew said, “’Im very excited to work with Perspective Strategies to expand our range of offerings and to provide new ideas and expertise based on my experience in the retail, not-for-profit and hospitality industries.  Perspective Strategies has long been a leader in Malaysia, providing top-level communications and PR expertise to its clients.”

He added, “The firm’s prominent position in the local market as well as the Public Relations Global Network (PRGN) is a testament to its focus on being a world-class agency. I am excited for our team to leverage our knowledge of best practices from around the region to enable us to deliver a unique set of solutions to our clients.”

The creation of P³ addresses the growing need of companies and brands to communicate with multiple stakeholders through an ever-expanding array of channels and touchpoints.  P³ is focused on providing brands with solutions that are purposeful, people-focused and pragmatic, ensuring that communications reflect the client’s unique purpose with an eye on improving their business results. 

Meanwhile, Andy See, principal partner and managing director at Perspective Strategies, commented, “Consumers, employees and communities  are increasingly seeking brands that resonate with their values. P³ was started to help brands navigate today’s volatile and complex environment by ensuring their communications are intentional, people-centric, and pragmatic. With Matthew at the helm, we’re confident P³ will drive new growth and client base for the firm. We are expanding our suite of services towards meeting new needs that arise in the dynamic shifting marketplace.”

Prompt, a creative marketing agency which is part of global full-service digital partner Lizard Global, has recently made its way to Malaysia in a bid to service new clients in the country. Prompt is founded by Gabb Agapito as chief executive officer, Halina Santiago as chief creative officer, and Rocio Abanes as chief client officer.

Agapito brings over 15 years of experience spanning diverse categories from consumer care and pharma to fintech, telco, and sports; working with brands such as  McDonald’s, Coca-Cola, and Nestle. Meanwhile,  Santiago has more than 20 years of experience in the field of advertising and design. Lastly, Abanes boasts more than a decade of experience in strategic account management along with a profound understanding of the media and marketing landscape.

For Prompt, their objective as an agency is to help businesses implement, strengthen and refresh their digital marketing channels in their pursuit of growth.

In an exclusive interview with MARKETECH APAC, Agapito shares his insights on what makes Prompt’s offering unique across other budding agencies in Southeast Asia, as well as his outlook on the future of creative marketing in the region.

“To start and initiate” at the core of Prompt’s DNA

To begin with, Prompt–by its very basic definition–means to start or initiate an action. And for those at the Prompt agency, actions for creative marketing solutions is at the core of their DNA. 

Agapito explains that what sets them apart from the typical agency is that they stand to integrate content and commerce strategies in driving the growth of their partner clients.

“We leverage creativity as the currency to ensure that our clients not only stand out but also thrive, and while utilising the power of various commerce strategies to drive business growth,” he stated.

Of course, part of that growth is utilising artificial intelligence (AI), which according to Agapito, has seen increased adoption especially in Southeast Asia due to factors such as having a young and digitally-savvy population, government support, and business engagement. Moreover, AI-related queries have reportedly increased 11 times and about one-third of businesses in the region have already adopted AI principles–higher compared to more developed countries.

“As an agency established recently, Prompt has an ambitious vision to embrace this technology, strengthening our clients’ digital marketing channels and pushing the boundaries of creative marketing,” he said.

He also stressed the importance of Prompt being co-founded by Lizard Global, whose expertise lies in developing custom applications and software, e-commerce infrastructure, and digital experiences for leading brands over the past 12 years.

“With Lizard Global, we have direct access to highly talented developers who could build AI systems and enhance commerce strategies of our clients. There are not many marketing agencies in the region who have in-house to software engineers, and we want to take the lead here–positioning Prompt to leverage this competitive advantage effectively,” he added.

Using AI and content strategies to push creative ideas forward

Going back to the discussion on AI, Agapito notes that while AI is such a buzzword in the industry, adoption amongst creative agencies in Southeast Asia has increased significantly, especially in Singapore where 89% claimed to use generative AI for creating content. He has stressed that although AI will never replace human creativity, he believes it is a powerful tool to enhance innovation and elevate marketing campaigns.

“We have already adopted AI for creative and media purposes, and the results have been positive. With the right prompts, this technology is something we should continue to embrace,” he stated.

Agapito also added that content will remain king in the region, specifically high-quality, relevant, and engaging content–which is crucial for driving success in marketing. He also added that crafting content that resonates with the target audience can aid in effectively communicating the brand’s message. Given how consumers are swamped with information nowadays, standing out with exceptional content is more important than ever.

“Within the space of content, we have seen how the approaches to video have evolved—from thematic, to bumpers, to shorts, to creator reels, to livestream shopping, and many more. Video is here to stay. I have seen how my past clients grew their ROI by 3 to 5 times with video over the years. And now in Southeast Asia, we see the impressive growth of video being an integral part of the consumer shopping journey,” he stated.

Adapt quickly and deliver customised solutions

Agapito is no stranger to marketing, as he was most recently the business director for OMD Malaysia for four years, and had also served as client lead for GroupM Malaysia as well. Looking back, he says that working in large agencies is definitely a privilege, offering opportunities to collaborate with different industries, brands, and teams across the globe.

Moreover, he stated that his recent experiences provided him with the space and tools to test and learn various strategies and innovations.

“It’s a vast playground for exploring different frameworks, marketing principles, and ways of working, which I consider valuable as I move forward in this new venture,” he said.

He also recognised that working with large agencies also comes with its own challenges, including being ready to wear different hats and adapt to different work cultures, as well as efficiency and effectiveness always being expected from your end. Nonetheless, he believes that all of these skills he learned will be able to be implemented to Prompt’s clients.

“My plan is definitely to bring what makes these large companies effective to our clients at Prompt, without the premium cost of a large organisation. As a small agency, we have the advantage of being nimble and less bureaucratic, allowing us to adapt quickly and deliver customised solutions tailored to each client’s unique needs,” he said.

One of Prompt’s recent local work was with Malaysia’s first padel and social club, ASCARO alongside with the co-creation of REDLINE, Malaysia’s newest gamified functional fitness event. Outside the region, Prompt has also rebranded TNS, a leading chain of clinics in Cyprus, and has helped launch a conscious beauty platform in Qatar. 

Balancing use of technology and humanised content

When asked on challenges faced by marketers in SEA in terms of creative and commerce marketing, he stated that it involves between authenticity and quality of work. He stated that while AI offers opportunities to increase efficiency and enhance decision-making, it also blurs the line between what is authentic and what is not in terms of creative output.

“I guess the challenges here would be the readiness of some to adopt the technology, striking a balance with humanised content, and measuring effectiveness of the creative output,” he said.

He also added how AI is transforming the pricing structures of software-related products. For example, instead of a traditional seat-based model, some products now charge based on results delivered, which can be expensive as the volume increases. Moreover, some marketers can be stuck on what matters commercially in the short and long term.

Lastly, he says investing in experience and training, such as design education, is essential and must not be overlooked. For him, while it is tempting to join the trend of using AI due to its appeal and the belief that anyone can produce the output, creative expertise is still necessary. 

“An eye for creativity and a level of maturity are needed to craft the right prompts for desired outcomes. Educating clients about this necessity and justifying creative headcount can be challenging at times,” he added.

Using videos as a tool of showcasing creativity

Agapito emphasises the importance of videos in enhancing the customer journey, highlighting their role in building awareness, interest, loyalty, and advocacy.

“We are seekers and creators of experience, and there is no better way to showcase this than through videos. Seeing how it fuels different stages of customer journey, videos will continue to thrive—from the initial stage of generating awareness and interest, to fostering long-term loyalty and advocacy. We envision ourselves helping brands produce compelling content to contribute to their success,” he explained.

His perspective also suggests that marketing through engineering is set to gain prominence, particularly in the AI era. By leveraging AI, businesses can offer substantial value early in the customer journey, such as through intelligent digital tools that aid in crafting brand briefs or engaging potential clients emotionally via gamification.

“Additionally, as more consumers adopt virtual assistants for purchasing decisions, there is increased importance in developing effective APIs that can communicate with AI to provide relevant information to potential and current customers. Through our partnership with Lizard Global, we have access to highly talented developers in this field who can create robust APIs and build engineering-driven marketing methodologies for our clients,” he concluded.

Kuala Lumpur, Malaysia – She Speaks Power, Naga DDB Tribal’s initiative focused on women empowerment, teamed up with female-owned café Little Cup to host a a 5K Pink Run to raise awareness and support for breast cancer. With each kilometer completed, participants contributed donations toward the National Cancer Society of Malaysia (NCSM), underscoring She Speaks Power’s commitment to making a positive social impact. 

The event aligns with She Speaks Power’s mission to support female entrepreneurs. Since its inception, She Speaks Power has championed female-led businesses, notably through its Impact Mentorship Program, which connects female entrepreneurs with resources and mentorship. 

The run was led by Naga DDB’s own strategist Nadja van der Drift and and creative director Benedict Tan, who, alongside team members, guided participants along a scenic route through Bukit Damansara. The event not only fostered awareness for breast cancer but also served as an opportunity for the Naga DDB community to come together for a cause that affects many. 

The event was supported by sponsors including Canopy, Home Soy, Munchy’s and Himalaya Sports, with all proceeds directed to NCSM to further their mission to support those affected by breast cancer. 

Farrah Harith McPherson, chief growth officer at Naga DDB, said, “Naga DDB and She Speaks Power are committed to initiatives that bring our agency together to support a cause. We believe in championing community well-being, and this event provided a unique way for our team to contribute meaningfully. Our goal is to create an impact that goes beyond business by inspiring and empowering those around us.” 

Kuala Lumpur, Malaysia – Malaysia’s digital economy is poised to reach $31 billion in Gross Merchandise Value (GMV) in 2024, an increase of 16% from 2023 according to the latest e-Conomy SEA 2024 report by Google, Temasek, and Bain & Company. In it, it stated that travel rebound and E-commerce underpin growth, with Malaysia recording significant investment in AI infrastructure and amongst top ten globally driving AI search interest.

According to the report, Malaysia’s digital economy has progressed towards profitability while maintaining double-digit growth for GMV. Deeper digital participation among users, effective monetisation strategies, and the recovery of pandemic-impacted sectors are expected to drive continued growth.

E-commerce remains the largest contributor to the digital economy. The sector grew by 17% to $16 billion GMV in 2024, as major ecommerce platforms reinvest in GMV growth, paired with the rise of video commerce. 

Meanwhile, online travel posted the fastest GMV growth compared to other sectors at 19% year-on-year (yoy) to reach $8 billion GMV in 2024 as Malaysia’s international tourism is experiencing a robust recovery and expected to exceed pre-pandemic levels in 2024. Spending on overseas travel has jumped 330% since 2020 as Malaysians take advantage of opportunities to travel abroad, though primarily in the Asia Pacific region, which accounted for 38% of outbound expenditures.

Speaking of travel, SEA visitors account for almost half (49%) of Malaysia’s inbound traveller spend, driven by several factors including improved air connectivity, strategic airline partnerships and a favourable exchange rate.

On another sector, food delivery and transport has grown 10% from $3 billion GMV in 2023 and to reach $4 billion in 2024. This steady growth momentum is driven by the recovery of commuter demand and international travel. 

Food delivery platforms are increasingly focused on boosting profitability through new revenue streams like tiered delivery options and subscription plans, while competitive intensity remains high in ride hailing due to new player entry and expansion of existing players.

Furthermore, online media in Malaysia has shown consistent growth with its GMV expected to grow 10% from $3 billion in 2023 to $4 billion in 2024, driven by the increasing popularity of digital content, games and streaming services. 

Lastly, digital financial services continues on an upward trajectory as various Malaysia’s digital banks offer compelling features and ease of access, contributing to the rapid growth of the DFS landscape. Digital payment is expected to reach $172 billion in 2024, a 5% increase from 2023, while digital wealth is expected to significantly expand and  reach an assets under management (AUM) of approximately $80 billion by 2030.

It is worth noting that artificial intelligence (AI) is transforming Malaysia’s digital landscape as the government continues to place emphasis on responsible AI development and deployment through its Malaysia AI Roadmap 2021-2025 and upcoming National AI Office (NAIO) launch. 

Malaysia is also among the Top 10 countries globally driving AI search interest, especially in the education, marketing and gaming sectors, with Kuala Lumpur, Putrajaya, and Selangor leading the nation in AI interest.

As more companies deploy AI to innovate, improve efficiencies and customer experiences as well as bring new ideas to life, the demand for AI infrastructure will continue to grow. To meet this demand, Malaysia has recorded a large AI infrastructure investment among SEA countries at $15 billion in H1’24. The report estimates Malaysia’s current data center capacity at 120MW and expects that to expand 5X over the coming years. 

Malaysia has seized the AI opportunity through strategic initiatives like KL20, which will bolster the startup ecosystem through incentives for high-tech industries, tax exemptions on foreign investments and a billion dollars in government funding for startups in Malaysia and the region.

YB Tuan Gobind Singh Deo, Minister of Digital, stated, “As Malaysia assumes the ASEAN Chairmanship next year, we aim to be a regional champion for digital policies that are forward-looking and transformative, to promote a regulatory environment that encourages technological advancement and to nurture cross-border collaboration. The e-Conomy report serves as a powerful validation of our efforts and is not merely a report; it is a testament to the immense potential that lies ahead for Malaysia’s digital future. It is a call to action for all of us – the government, the private sector, and the people of Malaysia – to collaborate and realize our nation’s full digital potential. Let us seize this opportunity and together, build a digitally empowered Malaysia that is prosperous, inclusive, and sustainable.”

Meanwhile, Farhan Qureshi, country director for Google Malaysia, said, “We have been seeing a consistent strong growth of Malaysia’s digital economy and this year is another strong testament of the potential of Malaysia’s digital economy. With the region’s focus on AI, it’s encouraging to see the country’s leaders are putting AI and semiconductors in the country’s priority list. At Google, we are committed to further support the growth of Malaysia’s digital economy by accelerating the local workforce with AI-ready skills and tools. From equipping youths with future-ready skills in AI through Google Career Certificate scholarships to deploying Google Workspace for public officers, we are dedicated to ensuring Malaysia remains at the forefront of the digital age.”

Amanda Chin, partner at Bain & Company, commented, “Southeast Asia’s digital economy continues to do well, with continued double-digit GMV and revenue growth and a surge in profitability across sectors led by key players. Likewise in Malaysia, we see a healthy digital economy driven by e-commerce, online travel and digital financial services. As Malaysia’s DFS sector embraces digital disruption, new technologies such as AI are poised to accelerate growth. To fully harness the transformative potential of Generative AI, businesses must advance beyond experimentation and invest in foundational elements—aligning AI initiatives with core business objectives to address real-world problems and create tangible value, strengthen AI talent, and build scalable, adaptable infrastructure for sustained growth.”

Lastly, Geia Lopez, head of data, insights, and international growth at Google Southeast Asia, stated, “Investments in AI infrastructure and growing interest of Malaysians in AI technology signal a promising future for the country’s digital economy. As the digital landscape evolves, driven by strategic government initiatives, it is essential to prioritize digital security to safeguard data, maintain trust, and ensure the sustained progress of the digital sector.”

Kuala Lumpur, Malaysia – Shell has unveiled more rewards for customers through a loyalty campaign with creative agency GrowthOps Asia.

Shell and GrowthOps’ campaign builds on the ‘Quest For More’ campaign, focusing on the opportunity to unlock more rewards through purchases on the Shell App. 

Customers can increase their BonusLink points on the app through each purchase of fuel of items from Shell Select and Shell Café. During the campaign’s duration, users can gain significantly more points when buying Shell fuels.

Through the collaboration with GrowthOps, Shell also showcases its digital innovations and its commitment to improving customers’ digital experiences.

The campaign is running across digital-out-of-home, digital media, app, radio, CRM, and Shell’s retail stores.

“Identifying customer loyalty as the next step in our campaign journey with Shell was a strategic move rooted in the goal of building longer-term, value-driven relationships. The Quest For More campaign laid a solid foundation, and with this loyalty extension, we’re excited to offer Malaysians more reasons to choose Shell, not just for fuel but for a rewarding lifestyle,” Seow Lee Ming, general manager at Shell Malaysia, said.

“We are excited to continue the adventure with Shell. Through this campaign, we’ve created a dynamic experience that not only highlights the benefits of multiplying rewards via the Shell App but also celebrates the loyalty of Shell’s customers by making every visit more exciting,” Chris Greenough, general manager of GrowthOps Malaysia, commented.

Kuala Lumpur, Malaysia – Travel service provider Trip.com has launched a brand campaign at Kuala Lumpur International Airport (KLIA) through a partnership with advertising company Meru Utama Sdn Bhd (VGI Airports).

Trip.com’s collaboration with VGI Airports is part of its effort to enhance brand visibility in Southeast Asia (SEA). It leverages KLIA’s prominent advertising spaces including aerobridges, walkways, and landside areas.

The campaign aims to inform travellers of Trip.com’s features and travel solutions. The travel service provider helps travellers with flight bookings, hotel accommodations, car rentals, and other experiences.

Through the partnership, Trip.com leverages KLIA as one of the busiest airports in SEA.

Stephane Thong, general manager at Trip.com Malaysia, said, “We are thrilled to partner with Malaysia Airports on this exciting brand campaign. Kuala Lumpur International Airport is a key gateway to Asia and beyond, making it an ideal platform to showcase Trip.com’s offerings to an international audience. This collaboration not only boosts our brand visibility but also demonstrates our commitment to supporting the resurgence of global travel.”

“As the appointed media concessionaire for KLIA, we are delighted to welcome Trip.com as a key brand partner. The synergy of this partnership perfectly demonstrates the power of advertising at one of Asia’s premier airports, with Trip.com’s global reach and innovative travel solutions resonating well with the diverse international audience passing through KLIA’s terminals,” Herman Lim, general manager, of VGI Airports, commented.

Kuala Lumpur, Malaysia – Domino’s Malaysia–in its desire to create their version of the cheeseburger pizza–launched the Domino’s Double Cheeseburger, its latest offering featuring must-have burger staples into a single pizza, featuring tasty burger toppings and a unique burger crust.

As part of this launch, Domino’s also introduced two playful characters Toppy and Rak Rak, who are representations of the pizza and burger combination in the ‘Find Your Double’ activation whilst handing out free samples of the new Domino’s Double Cheeseburger Pizza.

For this launch, FCB SHOUT, the lead creative agency for Domino’s Pizza Malaysia, kicked off the campaign by teasing the launch of a new Domino’s burger, but the twist at the end ultimately revealed the brand’s surprise new offering.

Linda Hassan, group chief marketing officer at Domino’s Pizza Malaysia, Singapore and Cambodia, said, “Inspired by our customers’ feedback, we’ve developed a new product strategy to introduce two burgers in one pizza, specifically designed to be delivered. To top it off, we’ve paired it with Crispy Fries and Loaded Cheeseburger Crispy Fries for the full combo experience. What makes this product uniquely Domino’s is the combination of cheeseburger toppings and a burger-stuffed crust—something that’s never been done before.”

Meanwhile, Boon Chuan Suah, creative director at FCB SHOUT, said, “We knew it wasn’t about the format of a burger pizza but about what makes the product uniquely Domino’s. It’s about conveying to our fans that once again, Domino’s is delivering “More”. In this case, it’s about doubling the delight by having two typical cheeseburgers experiences in one pizza.” 

Last week, Singapore and Kuala Lumpur were surprised with a troupe wearing red spandex, wandering around the city while pushing carts and carrying big boxes. In Singapore, individuals dressed in red spandex roamed iconic spots like Orchard Road, the Merlion, and Raffles Place, pushing red trolleys and carrying boxes emblazoned with ‘Shop more. Save more. Meanwhile, across the border in Kuala Lumpur, a similar group made their way through areas around the Petronas Towers, Putri Heights, busy shopping districts, and train stations.

As social media buzz intensified, regional fashion and lifestyle e-commerce platform ZALORA has revealed that they are the ones behind the ‘IRL’ execution as part of its promotion for the platform’s 11.11 sale.

In an exclusive conversation by MARKETECH APAC with Neha Bhasin, director of marketing and brand communications at ZALORA, she stated that given that the 11.11 Sales period is their biggest event of the year, they wanted to capture attention with something that would resonate with people offline and create buzz online as well. This is on top of recognising how there is increased competition nowadays between e-commerce players locally.

“Guerrilla marketing was the perfect choice because it allowed us to break through the noise, turning everyday public spaces in Singapore and Kuala Lumpur into interactive touchpoints with our audience. The spandex-suited troupe and vibrant red carts symbolised the energetic and diverse world of ZALORA, which offers everything from fashion to beauty and sports, creating an immediate, fun connection to the massive savings offered on 11.11,” Neha explained.

The campaign, done by ZALORA’s in-house team, drew inspiration from the energy and vibrancy of the digital shopping experience and the universal excitement around a good deal.

“The concept of spandex suit-clad individuals pushing red carts with bold messages like “Shop More Save More” aligned well with the 11.11 Sale’s spirit. Each cart was curated to represent a major category on ZALORA, like fashion, beauty, sports, and luxury, reinforcing the variety of our offerings and amplifying the idea that there’s something for everyone in this sale. It was about making a direct, impactful statement to the public while maintaining the fun, engaging tone that our customers associate with ZALORA,” Neha added.

When asked how important it is for ZALORA to create an ‘IRL’ campaign despite its e-commerce offerings, Neha noted how they always wanted to create a bridge between the online and offline worlds.

She also stressed that while ZALORA’s core is e-commerce, the brand recognises that real-world, tangible experiences deepen customer engagement and trust. 

“An IRL campaign makes our online sales event more relatable and approachable, especially to those who may not be active digital shoppers. By presenting a memorable, shareable spectacle on the streets, we’re not only expanding our reach but also creating content that is likely to go viral, which complements our digital strategy for a full 360-degree approach to the 11.11 sale,” she said.

In terms of what the ZALORA team learned from this guerilla marketing campaign, Neha stated that one of the biggest takeaways was seeing firsthand the value of disruptive, creative marketing in building brand visibility. For them, this campaign taught them the power of experiential engagement and how it can amplify an online event. 

“We found that people are eager for novel, share-worthy experiences, and this campaign delivered on that front by generating organic conversation both on the streets and across social media. This experience reinforced the importance of a holistic approach to our campaigns, where every activation — online or offline — works in synergy to create a cohesive and memorable brand experience,” she concluded.

***

Offline campaigns remain essential for e-commerce players like ZALORA because they bridge the digital and physical worlds, creating memorable, tangible experiences that resonate with a wider audience. By capturing attention in high-traffic, real-world locations, brands can engage new customers, increase brand visibility, and spark organic social media buzz as people share their encounters online. 

These offline touchpoints generate excitement, foster brand loyalty, and amplify digital engagement, making them a powerful tool to drive traffic and sales in a highly competitive e-commerce landscape

Kuala Lumpur, Malaysia – Lalamove in Malaysia has announced that it is launching its ride-hailing service in the Klang Valley area, according to a recent blog by the company.

Not much about the service has been revealed, apart from encouraging users in the Klang Valley area to test out the service, and also stressing how users can switch from hailing a ride to also scheduling a delivery within the app.

Lalamove Malaysia has already hinted at expanding its ride-hailing service across other Malaysian cities, though there is no exact timeframe shared.

Lalamove is a delivery and logistics company which operates primarily in Asia and parts of Latin America. Lalatech, the parent company of Lalamove, recently filed for a listing on the Hong Kong Stock Exchange (HKEX), marking a major milestone in its growth journey. 

This move follows a fruitful 2022, in which the company reported its first profitable year with a revenue of $7.3b.

Earlier, in January 2021, Lalamove reportedly approached a $1.5b funding round, propelling its valuation to an estimated $1b. This funding allowed Lalamove to expand its logistics offerings, broadening its service reach across various sectors.