Tag: Marketing

Singapore – The Singapore Repertory Theatre (SRT)  has collaborated with TBWA\Singapore to bring the Macbeth experience on Roblox. The initiative is part of the National Arts Council’s (NAC) Project Arts Metaverse.

The virtual experience is inspired by SRT’s ‘Shakespeare in the Park – Macbeth’ production in 2025. Developed by Metakey with MeshMinds on Roblox, the immersive experience invites players to venture into the mind of Macbeth. Through the sci-fi game, players can experience the drama of key scenes in the classic tragedy production.

NAC’s Project Arts Metaverse aims to develop innovative virtual experiences to unlock opportunities for audience engagement and arts discovery.

TBWA\Singapore and NAC collaborated with SRT to forge partnerships and ensure that their objectives align with educational goals. The Macbeth experience on Roblox aims to become a supplemental resource for teachers, especially for literature in English. It aims to foster a deeper appreciation for Shakespeare’s work, supporting educators’ efforts.

Victor Ang, director, technology and innovation at NAC, said, “Through Project Arts Metaverse, NAC enables artists and arts groups to innovate and experiment, transforming the virtual realm with new and engaging ways for audiences to experience the arts. We were delighted to bring together and work closely with our stakeholders to pioneer this adaptation of Macbeth, exemplifying how the AfA structure fosters meaningful collaboration between the people, private and public sectors, enabling the arts to thrive.”

“The younger community spend an incredible amount of time online and often in gaming universes. Together with NAC and TBWA\Singapore, we saw a powerful opportunity to bridge the gap between the physical and digital realms. By bringing theatre into that digital world, we hope to spark curiosity and excite young people about theatre, and introduce them to the characters from our plays, ultimately aiming to inspire their offline engagement with the arts,” Charlotte Nors, managing director at SRT, commented.

“We believe in the power of Disruption to create meaningful connections. Partnering with NAC and SRT on this innovative project has given us the opportunity to explore how new digital realms and innovation can break down traditional barriers and make art and culture more accessible and relatable to new generations,” Melissa Daniels, head of innovation at TBWA\Asia and TBWA\Singapore, said.

Singapore – Apparel brand UNIQLO Singapore is introducing its first touchpoint concept store, elevating customers’ shopping experiences. The new touchpoint store opens on June 13 at Velocity @ Novena Square in Singapore.

Boosting shoppers’ online-to-offline experience, UNIQLO’s touchpoint concept store allows customers to shop online and collect the items on the same day through the ‘Click & Collect’ service. After placing their orders on the UNIQLO app or website, customers can easily receive their items without delivery fees or minimum spend.

The touchpoint store features a space-efficient design, covering only 10% of the typical UNIQLO store. While optimising floor space, the brand offers a full range of products and services. 

Reimagining the in-store experience of omnichannel shoppers,  UNIQLO reinforces its commitment to delivering everyday wear in a smart and accessible way.

“The way our customers shop continues to evolve, and we’re committed to meeting them where they are: both online and offline. We’re proud to share that close to 50% of our customers choose to pick up their items in stores with our Click & Collect network, given its affordability and accessibility,” Cecilia Tan, e-commerce director at UNIQLO Singapore, said.

“The Velocity store is one way that we are combining the efficiency of digital with the accessibility of physical retail. Improving the way customers engage with LifeWear is all part of our commitment to delivering thoughtful, high-quality everyday wear to more people, wherever they are,” Tan added.

Since 2022, UNIQLO has collaborated with Cycle & Carriage Singapore to deliver all Click & Collect orders through electric vehicles.

Philippines – Mental health organisation MindNation and marketing agency dentsu Philippines are encouraging Filipinos to ‘Learn to Pause’ in their latest campaign. Advocating for holistic mental health and well-being, MindNation and dentsu Philippines are helping Filipinos to find their calm.

As many Filipinos are immersed in doomscrolling, social media has become a cause for their anxiety, making them disconnected from themselves. The ‘Learn to Pause’ campaign seeks a break from Filipinos’ digital burnout, rolling out endless looping videos that promote relaxation.

Using insights from licensed psychologists and scientific studies, dentsu Philippines and MindNation have designed videos that feature repetitive patterns, activating mirror neurons and imitating calming rhythms in the brain.

With ASMR-inspired sounds accompanying line art, the videos aim to improve the mood and relieve the stress of their viewers.

More than promoting relaxation, the animated videos also intend to educate viewers about mental health symptoms. It also leads viewers to MindNation’s mental wellness services.

Cat Triviño, co-founder, chief product, and data officer at MindNation, commented, “At MindNation, our core mission has always been to build happier and healthier communities not only through accessible care but also by empowering them to live their best lives. We believe that the most impactful change often starts with the smallest steps, like taking a pause.”

“Through ‘Learn to Pause’, we’re grateful to have found a like-minded partner in Dentsu Philippines, who shares our vision of making mental health support accessible and stigma-free,” Triviño added.

Jerry Hizon, chief creative officer at Dentsu Creative Philippines, said, “Social media is a constant presence in our lives, so it’s vital that we also harness its power to promote mental wellness, especially in the Philippines, where conversations around mental health are still evolving. Our team designed each piece and strategically worked with the algorithm to insert micro-moments of calm, reflection, and, ultimately, healing into people’s feeds.”

“Bringing this idea to life took four years of persistence, setbacks, and challenges, but the team never gave up on it. Hopefully, these little pauses will empower users and scrollers to take the first step towards mental health care,” Hizon added.

Singapore – The National Library Board (NLB) of Singapore is introducing a unique way to read through ‘Spectacles,’ an augmented reality (AR) glasses. Made in partnership with Snap and Le Pub Singapore, NLB’s Spectacles immerses readers in the story world they are reading.

Through the device, developed for Snap Spectacles, reading experiences will be elevated through audio-visual AR effects in real-time. While the user reads, the reading lenses scan the book. It uses text recognition and machine learning to provide audio-visual effects

Complementing readers’ experiences, it sets the mood through soundscapes and visuals about the storyline. Depending on the story, it provides effects such as suspenseful music, distant chattering, or music that sets the scene. 

The AR Spectacles are currently undergoing beta testing and are set to be available for readers to try later this year. It was created by LeGarage, LePub’s innovation hub, while collaborating with Snap’s team in Paris.

Gene Tan, chief librarian & chief innovation officer at the National Library Board, said, “We are happy to partner LePub and Snap in this to explore ways to enhance the experience of stories and books for everyone. This is part of NLB’s ongoing efforts to engage with partners to experiment with new experiences that could inspire discovery and spark a renewed passion for reading and learning.”

Antoine Gilbert, senior manager, AR Studio Paris, Snap, said, “Snap’s AR Studio Paris’ mission is to educate and inspire the world about the possibilities of augmented reality in the fields of art, education, and culture. With the latest generation of Snap Spectacles, we are pushing the boundaries of immersive experiences, enabling new ways to interact with the world.”

“This innovation is further exemplified by the development of the world’s first Augmented Reading experience — a breakthrough designed to transform how people engage with written content through Snap Spectacles. By bridging the physical and digital realms, we continue to empower creativity and redefine the future of storytelling,” Gilbert added.

“Our goal is not to replace the traditional reading experience, but to enhance it by creating a compelling gateway to books. These glasses are an invitation to rediscover the joy of deep, meaningful engagement with text. Once people are hooked on the story, we hope they’ll keep reading to the end,” Stephan Schwarz, executive creative director at LePub Singapore, commented.

Philippines – Lifestyle destination developer Ayala Malls has forged a partnership with out-of-home (OOH) solutions provider Summit Outdoor Media to redefine customers’ retail experience.

The partnership leverages Ayala Malls’ high traffic and strategic locations to deploy Summit Outdoor Media’s suite of integrated OOH solutions. It aligns with Ayala Malls’ goal to solidify its position as an innovative mall developer, while Summit Outdoor Media aims to enhance customer experience through targeted content.

Through the collaboration, brands and advertisers can leave an impact and enrich shoppers’ experiences. OOH formats include interactive digital displays, experiential zones for brand interactions, and integrated mobile connectivity.

With the fusion of different formats, Summit Outdoor Media is expected to contribute to the ambience and engagement within Ayala Malls. 

The partnership is set to first roll out at One Ayala, targeting the commuters at the Makati transport hub.

The integration of OOH solutions will be made under the direction of Paul Birkett, chief operating officer at Ayala Malls.

“Ayala Malls’ vision is to shape inspiring environments that spark imagination and deliver personalised, immersive experiences. This partnership with Summit Outdoor Media allows us to expand the canvas upon which Ayala Malls, tenants, and relevant brands create visual brand identities which resonate with our unique customer demographics,” Birkett said.

“Our malls are intentionally designed to serve as a catalyst for meaningful connections between brands and consumers. Consumer journeys have shifted from a linear path to a dynamic, multi-touchpoint environment. Merchants and brand partners need to engage with consumers beyond their stores and owned channels, as consumers experience moments of influence at different stages and touchpoints. Having an extensive array of OOH solutions in Ayala Malls provides more opportunities for our merchants, brand partners, and consumers to meaningfully connect, engage, and interact,” Birkett added.

“We’re excited to partner with Ayala Malls to bring fresh, innovative out-of-home solutions to their spaces. By combining our creative and tech-driven approach with Ayala Malls’ premier retail environments, we’re opening new ways for brands to connect with people through immersive and experiential experiences,” Abigail Pe Aguirre, deputy head of Summit Outdoor Media, commented.

Singapore – Coca-Cola is set to launch its ‘Foodmarks’ campaign in Singapore as part of the ‘Coca-Cola Food Fest Zone’ at GastroBeats 2025. As a major sponsor of the food and music festival, Coca-Cola has designed interactive experiences for customers and curated beverage and dish matches with local vendors.

Celebrating the diversity of Singaporean cuisine, the Coca-Cola Foodmarks campaign spotlights culinary experiences shaping remarkable moments. Making its debut at GastroBeats, it invites participants to share their moments with their meals and ice-cold Coca-Cola.

A lineup of activities awaits festivalgoers at the Food Fest Zone, including interactive games and photo opportunities. They can customise Coca-Cola cans through the ‘Share a Coke’ booth, share their favourite food spots at the Foodmarks Digimap, and participate in games like the ‘Food Match’ and ‘Coke Cover Up.’

Coca-Cola is also encouraging eco-friendly habits through the ‘Recycle Me’ game, where players can gain points by placing the correct items in the recycling bin within the time limit.

The Coca-Cola Food Fest Zone runs from May 29 to June 22 at Bayfront Event Space.

Fazrina Shreen, brand manager at Coca-Cola Singapore, said, “We’re excited to return to GastroBeats – a festival that truly captures the universal language of great food, good vibes, and shared experiences. For over 80 years, Coca-Cola has been a cherished part of Singapore’s dining tables.”

Shreen added, “This year, we are proud to launch our Coca-Cola Foodmarks campaign here, celebrating the unique local food moments that make our dining scene so extraordinary. We invite everyone to join us at GastroBeats to celebrate and enjoy good food, fantastic company, and, of course, an ice-cold Coca-Cola!”

Singapore – Technology platform FreeWheel has forged a partnership with media company Innity to boost media buying across CTV and premium digital video. It aims to provide brands with access to curated CTV and premium video audiences across Southeast Asia and Hong Kong.

The partnership will see FreeWheel combining its advertising technology with Innity’s local market expertise. Through the collaboration, Innity’s clients can connect with premium video sellers across markets in the region. This includes Singapore, Vietnam, Thailand, Malaysia, the Philippines, Indonesia, and Hong Kong.

FreeWheel’s streaming hub offers advertisers access to premium video inventory, made seamless through a single entry point. The platform enables advertisers to connect efficiently with global buyers and sellers, maximising outcomes.

Additionally, the partnership will allow advertisers to reach key audience segments in the automotive, finance, FMCG, and lifestyle industries.

“This strategic partnership with Innity aligns with our global vision to deliver simplified and unified advertising experiences for advertisers and addresses some of the industry’s key needs: removing unnecessary friction in media buying, improving addressability, and driving greater return for marketers,” said Alvin Tan, commercial director, APAC at FreeWheel.

“This collaboration comes at a crucial time as advertisers seek to capitalise on the rapid growth of CTV and streaming in the region, through the right balance of quality inventory and campaign efficiency. We’re excited to partner with FreeWheel to offer brands a smarter, more scalable way to connect with audiences. This partnership also aligns with our broader vision to expand our video and CTV offerings and help our partners thrive in a streaming-first future,” Fabian Looa, COO and co-founder at Innity, commented.

Australia – Marketing evolution consultancy -lution has appointed Mike Worden as its chief media officer and partner, signalling its media advisory expansion. The appointment is part of its effort to address the demand for brands looking to revolutionise their media models.

Worden brings over two decades of experience in agency and client-side roles. Before the appointment, he led media and effectiveness at Endeavour Group. He also served as managing director at EssenceMediacom.

In his new role at -lution, he is set to lead its media advisory offering, helping brands optimise their in-house and hybrid media models. He aims to enable brands to improve their transparency, performance, and efficiency.

Alongside Worden, -lution has also named Nicola Smith-Cullen as its creative operations consultant and Josh Cave as consulting project lead.

The slew of appointments aims to strengthen -lution’s capabilities across creative, operations, martech, and media. It highlights the company’s philosophy of onboarding client-side talent.

Worden commented, “The media industry is undergoing its biggest shift since the advent of digital and more brands are choosing to in-house some part of their media operations as they look to make their budgets work harder. I’ve seen first-hand how transformative this can be for a business, and I’m really excited to work with the incredible team at -lution to help more CEOs and marketing leaders tap into these solutions.”

Chris Maxwell, founder and CEO of -lution, said, “Mike’s appointment brings firepower and credibility to our growing media practice. His track record across in-house and external agency leadership roles is unmatched, and we’re excited for what this means for our clients as they seek more control, accountability and value from their media investments.”

“Mike has been working with us for a couple of months, supporting our brand partners to redesign their current media models, as well as future-proofing and automating media processes, and he’s made a significant impact already,” Maxwell added.

Singapore – E-commerce platform Lazada has pledged a US$ 100m investment for its LazAffiliate programme annually. The move aims to empower creators, strengthening their partnership with brands in Southeast Asia.

The investment is set to enable Lazada’s affiliate programme to improve commission frameworks, incentives, and features. 

LazAffiliate programme connects creators with brands and sellers in one network, driving conversions through personalised recommendations. It allows affiliates to earn commissions for every successful sale.

Introducing a new suite of features, the LazAffiliate programme has upgraded its affiliate channel with a more user-friendly interface. It allows affiliates to prioritise high-commission products and strategise through an improved performance dashboard. The platform also enables them to personalise digital storefronts and access bonuses during shopping festivals.

To further empower its affiliates, Lazada is forging partnerships with brands to deliver marketing strategies. Lazada plans to co-invest through store vouchers and a network of content creators and influencers that will help enhance product visibility

Jared Chan, head of regional affiliate at Lazada Group, commented, “Lazada is committed to enabling influencers and content creators across Southeast Asia to unlock new income streams and scale their impact. With this investment, we aim to cultivate a vibrant affiliate ecosystem that not only supports entrepreneurial growth but also builds more authentic, localised connections between brands and consumers.”

Singapore – Havas Media Network has launched CSA, its technology, data, and analytics consultancy arm in Southeast Asia (SEA). As part of the launch, the media experience agency has appointed James McNeely as head of CSA in SEA.

In his new role, McNeely is set to spearhead CSA’s growth, strengthening its capabilities and offerings in the region. He brings over 13 years of expertise in data, analytics, and martech.

CSA’s launch in SEA aims to serve its clients better in the region, providing data-driven solutions and technology. Its services include digital and proprietary tools, and strategic insights across its CSA Tech, Science, and Consult offerings.

Having been launched in 2023, CSA has expanded to 20 markets, including the Middle East, Australia, China, and India.

Rana Barua, group CEO at Havas India, SEA & North Asia, said, “Our strategic growth in this region is driven by a bold ambition—to build a future-facing network anchored in strong, differentiated capabilities. With Southeast Asia’s immense potential, CSA’s unique mix of global expertise and local insight puts us in a stronger position to help brands navigate complexity, seize new opportunities, and create lasting impact.”

Pankaj Nayak, CEO of Havas Media Network Singapore and president – SEA at Havas Media, commented, “With data and technology increasingly shaping business transformation, CSA empowers us to reimagine how we use data and technology — not just as tools, but as catalysts for meaningful brand growth. I’m excited to partner with James to shape solutions that are agile, insight-led, and built for the future in this high-potential region.” 

McNeely said, “I’m excited to lead the growth of CSA across Southeast Asia and support our clients in leveraging the full potential of their data and tech assets. In the months ahead, my focus will be on strengthening local capabilities and partnering closely with businesses to deliver smarter, data-led outcomes that drive measurable impact.”