Tag: Marketing Campaign

Australia – Red Rooster is making a major push into burger territory with the launch of its new Cheeseburger, aiming to tempt both loyal and lapsed fans with a familiar classic given a flavourful upgrade.

Australia’s oldest national chicken chain is backing the launch with a cheeky, nostalgia-driven campaign designed to remind customers that Reds is about more than just roast chicken.

The campaign, developed by creative agency Leo Australia, is led by a 15-second TV commercial and supported by online video, social media, and digital channels. Media planning and production were handled by Publicis Groupe agencies Atomic 212 and Prodigious Australia.

Ashley Hughes, chief marketing officer at Red Rooster, said the move comes at a time when burgers are driving the strongest growth in Australia’s highly competitive quick-service restaurant (QSR) market.

“We’re making a deliberate move into burger territory with something that’s familiar and unforgettable,” Hughes said. “The Cheeseburger is aimed at attracting new customers with that classic cheeseburger flavour hit, while winning back lapsed fans, particularly 18–34-year-olds, with a new take on the crowd-pleasing favourite.”

The new campaign leans heavily on indulgent, mouth-watering visuals paired with Red Rooster’s signature irreverent tone, aiming to spark trial and reposition the brand in the minds of burger-loving Australians.

According to Hughes, the strategy is about much more than a single product launch. “This isn’t just a burger launch, it’s a brand statement,” he said. “We’re showing Aussies that Reds is evolving, innovating and ready to satisfy their chicken cravings and take on the burger giants all in one go.”

Red Rooster’s new Cheeseburger is available from 2 July for a limited time at participating restaurants across Australia, with ordering options including dine-in, drive-thru, takeaway, click and collect, and delivery.

Singapore – OCBC has launched its 2025 brand campaign, spotlighting authentic stories from across the region to reinforce its purpose-driven brand promise: enabling individuals and communities to realise their aspirations.

Continuing the momentum of its 2024 campaign, the new initiative takes a more intimate and human-centred approach by focusing on four real-life personalities from Singapore, Malaysia, Indonesia, and Hong Kong. 

Each individual represents a unique, purpose-led journey that ties personal ambition to collective progress — a reflection of OCBC’s regional presence and social impact across ASEAN and Greater China.

Conceptualised by GOVT Singapore and directed by Desmond Tan of Atypical Films, the campaign comprises four films, each shot in the individual’s home country. Tan also directed last year’s OCBC films, Perfect Fit and Greater Heights, which were praised for their emotive storytelling.

Koh Ching Ching, head of group brand and communications at OCBC, said the campaign brings the bank’s values to life through the voices of inspiring individuals across its key markets. “Our purpose is brought to life through four outstanding individuals in Singapore, Malaysia, Hong Kong and Indonesia. Through their inspiring, purpose-led stories, we hope to convey that at the core of OCBC’s business is a commitment to helping individuals and communities realise their aspirations,” she said. “GOVT Singapore has once again delivered a campaign that is both heartfelt and regionally resonant.”

Meanwhile, Tim Chan, chief operating officer of GOVT Singapore, highlighted the shift toward unscripted, authentic storytelling. “Instead of scripted narratives, we worked with real individuals—people whose aspirations are making a real difference in their communities. It’s been incredibly rewarding to bring their stories to light, and to further evolve OCBC’s brand story in a way that feels timely, human, and deeply rooted in the region.”

The campaign underscores OCBC’s efforts to foster cross-market connectivity and affirm its relevance in the diverse communities it serves, aligning brand purpose with real-world impact.

Australia – A passionate plea from tea loving fans has motivated Lipton Teas and Infusions to relaunch its creamy spiced Chai Latte blend, filling hearts and glasses across the country.

One of those superfans has become the face of the relaunch campaign created by Think HQ to herald the return of Lipton’s Chai Latte to supermarket shelves.

The campaign creative includes three humorous films, and introduces real life local legend Gillian Allen as the heroine who saved the day with her social media campaign to bring back the brew. As well as the campaign films, Gillian features in promotional materials produced by Think HQ rolling out across digital, social, earned media and in-store, telling the story of how one woman’s love for a cup of Lipton Chai Latte inspired a passionate groundswell of fandom.

After seeing over 500 people sign a petition and fans flooding Lipton’s channels calling for Chai Latte’s return, Gillian was inspired. She started her own online campaign on Facebook, rallying a community to make their wishes clear, and becoming a leading figure in a grassroots movement to bring back the bevvy. Lipton Teas and Infusions noticed, and responded.

“We’ve been aware of the support from fans for Lipton Chai Latte for some time, and we knew we had to act,” said Sarah Shen, marketing manager at Lipton Teas and Infusions. 

“This relaunch of our two Chai Latte blends – Classic and Spiced – reflects our commitment to crafting products of excellent quality and are testament to the rich flavours that keep bringing customers back.”

By making Gillian the face of the relaunch campaign, Lipton is celebrating the power of everyday voices to influence real change. Think HQ’s strategy and creative focused on harnessing the energy of the loyal fans and turning their passion into a relaunch moment, while the search for the ideal ambassador led straight to Gillian. 

Meanwhile, Wellison D’Assuncao, creative director at Think HQ, said, “The campaign tells consumers the story of how their favourite brew found its way back on shelves. But the bigger story here for brands and marketers is the one about the importance of understanding your audience and the power they have. Kudos to Lipton for their powerful response in giving the fans what they wanted and Think HQ the opportunity to run with it.”

Gillian said, “Never in a million years did I think a Facebook group would actually bring it back. I just missed it so much – it was part of my daily routine and something that brought me comfort. To know so many others felt the same and that Lipton not only listened, but even made me the face of it, is amazing.”

Singapore – In a bid to tackle the rising sense of disconnection in today’s hyper-digital world, LG Electronics has launched a global brand campaign titled “Radio Optimism,” aimed at fostering deeper, more meaningful human connections through the universal language of music.

Rooted in LG’s enduring brand promise, “Life’s Good,” the campaign seeks to counteract the often shallow nature of online interactions, such as social media likes and comments, by encouraging authentic emotional expression. 

At the heart of the campaign is an interactive music-sharing platform where users can create and send personalized songs to loved ones using AI-powered tools trained on a rich music dataset. Each musical piece is paired with custom album art and can be shared globally, turning digital engagement into something heartfelt and personal.

“As technology advances, meaningful human connections become increasingly vital to enrich our lives,” said Kim Hyo-eun, head of LG’s brand management division. “LG continues its commitment to bringing optimism into customers’ daily lives, staying true to our brand promise of Life’s Good.”

The campaign is inspired by the golden era of radio — a time when people connected over shared stories and music. By reimagining radio in a modern, digital form, LG is hoping to evoke that same sense of unity and warmth, especially at a time when many feel isolated despite being constantly connected.

Research backing the campaign adds urgency to LG’s mission. A new global study commissioned by the company found that 68% of respondents struggle to form real friendships, with 8% reporting zero meaningful interactions in the past month. The findings also revealed that nearly 9 in 10 people believe meaningful relationships are key to a more optimistic and fulfilling life.

Renowned psychologist Jean M. Twenge, Professor at San Diego State University, echoed these concerns, noting, “One of the most reliable predictors of happiness is having deep and meaningful relationships. Yet today, many people are spending more time online and less time connecting in person. Social media in particular tends to create shallow relationships rather than the deep connections people need.”

“Radio Optimism” builds on LG’s track record of purpose-driven campaigns. Last year, its “Optimism Your Feed” initiative sought to inject positivity into algorithm-driven content. With this new project, LG deepens its engagement, especially with younger digital audiences, by giving them tools to create and share moments that matter.

The campaign is now live globally, inviting users everywhere to create original songs, send them to friends and family, and share in the spirit of optimism — one song at a time.

Australia – A new national campaign by the Australian Federal Police (AFP) is turning the spotlight on the everyday Australians behind the nation’s most vital security operations. Developed by fully integrated agency Think HQ, the “Everyday People, Legendary Work” campaign aims to demystify the AFP’s work and attract recruits from a wide range of backgrounds and experiences.

Launched across cinema, broadcast video on demand (BVOD), radio, out-of-home, digital, and social media, the campaign features a series of cinematic films blending real-world AFP action with relatable, community-based storytelling. 

At its core, the campaign shows ordinary people in casual conversations — neighbours, friends, and colleagues — talking about AFP personnel they know who are involved in extraordinary work, such as cybercrime investigations, counter-terrorism, and child protection.

Moreover, the campaign, grounded in extensive research and insights from current AFP staff, community focus groups, and surveys, was developed in collaboration with research agency Verian. More than 200 AFP career paths are spotlighted through the initiative, promoting a diverse range of roles both domestically and internationally.

Think HQ managed the end-to-end production of the campaign, involving creative strategy, production, post-production, and culturally inclusive language services via its CultureVerse team.

“This is exactly the type of brief we love to tackle,” said Jen Sharpe, founder and managing director at Think HQ. “The AFP came to us with a clear ambition: to connect authentically with modern Australia and reach a wider, more diverse audience. We’re proud to have handled the entire journey — from concept to delivery — all under one roof.”

Meanwhile, Brooke Jones, coordinator for marketing communications at AFP, emphasised the importance of authenticity. “We wanted the campaign to reflect the real AFP — our people, our equipment, our environment. It was vital that the work resonate not just with new talent, but also our current workforce,” Jones said.

“Ultimately, our message is simple: whoever you are, wherever you’re from, the AFP needs your unique perspective and lived experience. You can build a meaningful career with us,” Brooke added.

Australia – Sydney Airport has launched its latest campaign via independent media agency Bench, in partnership with travel search engine Kayak and creative agency Common Ventures.

Built around the energising brand platform “Life Takes Off When You Do”, the campaign invites Sydneysiders to embrace their next journey – be it a long-haul escape or a spontaneous getaway – by reawakening the excitement of travel.

Bench designed a media strategy that places the campaign at the intersection of innovation and immersion, with a heavy focus on high-impact, contextually relevant formats across multiple touchpoints designed to inspire travel at every turn.

Nate Vella, brand strategy lead at Bench said, “This campaign celebrates the emotional and physical lift-off that comes with travel.  We set out to design a media experience that doesn’t just show the journey – it feels like the start of one, encouraging inspiration and immersion from the outset.”

Bench showcased the campaign’s hero video asset within Netflix’s premium, full-screen ad environment, and leaned into increased foot traffic across the city during Vivid, by delivering sound-on video across JCDecaux’s XTrack TV network in the CBD and Eastern Suburbs, capturing attention in high-density transit zones. 

This combined with Kargo’s standout Lighthouse and Runway formats – which use dynamic, full-screen creative to connect with travel intenders as they browse and scroll – bring the scenic and emotive visuals of the campaign directly into the daily lives of Sydney-siders.

Shane Hodges, general manager of strategic aviation development at Sydney Airport, said, “This campaign is designed to reignite the excitement of travel, starting with the moment you begin planning your trip, and we’re extremely proud that in that journey, Sydney Airport as Australia’s premier international gateway, plays a key role in making it all happen.”

The campaign is live in Sydney across BVOD, SVOD, DOOH, and High Impact Display over curated publishers for the remainder of 2025.

Singapore – Property technology company PropertyGuru Group has recently unveiled a new brand film introducing the ‘Everyone Welcome’ filter, a feature designed to support a more inclusive rental experience for all. The ‘Everyone Welcome’ filter highlights listings that are open to renters from all walks of life, creating an empowering search experience, especially for communities who may have previously felt overlooked.

The brand film follows a diverse cast of individuals and families, from a young couple finding their first home, to partners navigating daily life together. It captures moments of everyday humanity: a child sneaking cake from the kitchen, a man laughing off a kitchen mishap, a nurse returning from a long shift, an older man settling in for the evening, and a family flipping through cherished photos albums. Each scene offers a familiar glimpse into what home means, reflecting the varied experiences that shape how everyone find acceptance and comfort.

The ‘Everyone Welcome’ filter is part of PropertyGuru’s broader, ongoing effort to create a more inclusive property market. In addition to the feature, the Group enforces comprehensive listing creation guidelines, uses a language moderation tool to detect discriminatory content on its marketplace, and provides seekers with a reporting mechanism to flag discrimination. Together, these efforts aim to break down barriers and help everyone find a welcomed place to call home.

“For some communities, the search for a home can still be clouded by concerns of bias or exclusion, whether due to race, religion, occupation, sexual orientation or lifestyle. In fact, one in four Singaporeans have experienced racial discrimination when renting or buying property, underscoring just one of the barriers some renters face,” the company said in a press statement.

They added, “Because every housing journey is shaped by different lived experiences, the ‘Everyone Welcome’ filter addresses these concerns, helping renters discover inclusive spaces easily, and encouraging landlords and agents to lead with openness and empathy.”

Sivaram Parameswaran, marketing director at PropertyGuru Singapore, said, “Our new brand film aims to spark a wider conversation about inclusivity in the rental market and drive meaningful change. While each person’s property journey is unique, the need to feel accepted and included is something we all share. The film captures the personal stories that define what makes a home, those simple, everyday moments that create a sense of belonging.”

Meanwhile, Cécile Corda, head of sustainability at PropertyGuru Group, commented, “The demand for sustainable and inclusive housing is growing, and at PropertyGuru, we’re responding with actionable solutions. “By equipping property seekers and real estate stakeholders with the tools to make informed, sustainable choices, we’re helping to build cities that are not only resilient but grounded in principles of inclusivity, driving meaningful change in the housing market.”

Singapore – Following the success of the Lazada 12.12 campaign, global micro-network DO.AGENCY is proud to once again partner with Lazada, Southeast Asia’s leading e-commerce platform for its mid-year campaign. 

The campaign, titled “6.6 Super Wow Sale,” was born from the insight that Southeast Asian shoppers thrive on discovering the best value – and are quick to compare deals across platforms. Building on this competitive spirit, the campaign spotlights Lazada as the genuine destination for unbeatable bargains, delivered with a humorous twist.

Crafted to resonate with Lazada’s diverse audience across six key markets – Singapore, Malaysia, Vietnam, Indonesia, Thailand and the Philippines – the campaign aims to reveal the real deals that Lazada offers over its competitors, using humour to drive home the message in a relatable and entertaining way. 

Marcus Chew, chief marketing officer of Lazada Group, shared, “At Lazada, we know Southeast Asian shoppers love a good deal and love proving they’ve found the best one even more. The 6.6 Super Wow Sale campaign taps into that spirit with humour and heart, making the thrill of discovering real deals both entertaining and unmistakably Lazada. It’s a joy to work with partners like DO.AGENCY who understand our audiences and push creative boundaries with us across the region.”

Meanwhile, Beer Poonnotok, partner and executive creative director at DO.ASIA, commented, “This is one of the best partnerships I’ve been part of. It’s built on trust, collaboration, and a shared ambition to keep raising the bar. The 6.6 campaign is a great example of that: bold, cheeky, and designed to entertain. It taps into the region’s competitive shopping spirit and turns it into something unforgettable.”

He added, “The “6.6 Super Wow Sale” campaign is live across Lazada’s key markets, engaging consumers through a mix of traditional and digital media as well as live activations, all while reinforcing the brand’s commitment to creating joyful shopping experiences.”

Australia – Iconic Australian tea brand Bushells has unveiled a major brand refresh, spearheaded by a heritage-inspired campaign from communications agency Think HQ. Titled ‘Your Come Back Cuppa’, the campaign coincides with the release of a new packaging design and aims to reconnect the brand with its 130-year legacy of comfort, community, and tradition.

The campaign taps into nostalgia with a creative strategy that blends past and present. At its heart is an original landscape painting by celebrated Australian artist Margaret Hadfield, whose work draws from the look and feel of 1950s Bushells tea tins. The artwork features prominently in the campaign’s creative assets, including outdoor advertising and point-of-sale materials.

Think HQ has also introduced animated characters “Kooks” the kookaburra and “Rizzo” the kangaroo—reimagined from Bushells’ historic packaging—as the campaign’s modern-day “Tin-fluencers.” The duo appears in animated spots running across TV and social media platforms, injecting a playful narrative into the brand’s new chapter.

“The image of pulling into a rest stop and being greeted with a cup of Bushells is deeply rooted in many Australians’ memories,” said Think HQ Creative Director Wellison D’Assuncao. “This campaign channels that emotional connection to remind Aussies that Bushells isn’t just tea—it’s a trusted companion on life’s journey.”

Meanwhile, Robby Lowrey, country head for Australia at Lipton Teas and Infusions, echoed the sentiment, praising the creative approach, commenting, “We’re thrilled to see Kooks and Rizzo bring the Bushells story to life. The campaign not only honours our heritage, but also connects with new audiences through engaging, culturally relevant storytelling.”

In addition to traditional media, the campaign includes social content such as a behind-the-scenes mini-series on the making of Hadfield’s artwork, and limited edition signed prints used in promotional efforts.

This marks Think HQ’s first major campaign for Bushells since winning the Lipton Teas and Infusions account—along with the Pukka herbal tea brand—in a competitive pitch at the end of 2024.

The fully integrated campaign is now live across television, out-of-home, and digital channels.

Kuala Lumpur, Malaysia – Carlsberg Malaysia has launched its annual ‘Raikan Kebanggaan Sabah & Sarawak’ campaign in partnership with Havas Malaysia, celebrating the cultural heritage of East Malaysia through specially designed artist-edition packaging and a series of community-driven initiatives. 

Timed to coincide with the Harvest Festivals of Gawai and Kaamatan, the 2025 campaign pays tribute to rice — not only as a staple crop, but as a powerful symbol of unity, gratitude, and tradition in Borneo.

The campaign kicked off with Carls Harvest Pesta, a four-day cultural event that spotlighted the vibrant traditions of Sabah and Sarawak. Held in the lead-up to the festivals, the celebration featured local artisans, food vendors, interactive workshops, and live performances, blending tradition with contemporary Bornean culture.

At the heart of the campaign is a collaboration with Bornean artists Nelson Lip and Timothy James, who created four exclusive designs for Carlsberg’s limited-edition cans and bottles. Inspired by traditional rice art, the packaging features symbolic imagery such as Mount Kinabalu, the Orangutan & Rafflesia, Hornbill, and Sape & Longhouse. 

The artwork has also been adapted into collectible items made available in East Malaysia, reinforcing the campaign’s ‘By Locals, For Locals’ ethos.

A music video titled ‘Rhythm of Harvest’ further brought the campaign to life, weaving together festive lyrics, visuals of Bornean celebrations, and the artists’ illustrations to create a dynamic tribute to the region’s cultural richness.

“The essence of Gawai and Kaamatan is deeply tied to the harvest and rice,” said Olga Pulyaeva, marketing director of Carlsberg Malaysia. “We’re thrilled to honour that heritage while collaborating with two talented local artists whose designs beautifully reflect the pride of Sabah and Sarawak.”

Meanwhile, Donevan Chew, chief creative officer of Havas Malaysia, commented, “Recognising the deep cultural significance of rice in Borneo, we used it as a storytelling device. The campaign reimagines rice art through modern design, blending tradition with fresh creative expression.”

The ‘Raikan Kebanggaan Sabah & Sarawak’ campaign will run through June 2025 across social media platforms including Facebook, Instagram, and YouTube, as well as in retail outlets throughout East Malaysia.