Tag: Marketing Campaign

Bangkok, Thailand – Local fried chicken chain Five Star has announced the launch of a new campaign titled ‘40 Years of Deliciousness That’s Worth Remembering’ created alongside BBDO Bangkok.

This campaign stands out by featuring iconic movie moments reimagined with real Five Star consumers. Picture the unforgettable water-shaking scene from the dinosaur blockbuster, the powerful Spartan kick, heart-racing Korean zombies on a train, and the tear-jerking sci-fi father-daughter reunion—all brought to life with a Five Star twist.

Moreover, the film highlights five of Five Star Chicken’s beloved products: grilled chicken, fried chicken, chicken rolls, chicken with fish sauce, and more. Even as I write this, I can’t help but crave a taste! The visionary behind this masterpiece is Thailand’s own Cannes award-winner, Teerapol Suneta from Suneta House, known for the innovative ‘The Movies That Made (From) Us’ and the viral sensation ‘My Parent is a Tiktoker.’

Thasorn Boonyanate, chief creative officer at BBDO Bangkok, captures the campaign’s essence perfectly, and said, “As we celebrate 40 years of Five Star Chicken, we want to remind our consumers of our core values. Unlike other brands that focus on frequent promotions, we ensure our products are always worth it—price, value, taste, and quality.”

He added, “From the polar oil used to fry our chicken in all 6,000 branches to the premium chicken rolls served in 5-star hotels, we maintain our commitment to excellence. Despite economic challenges, we never compromise on quality or quantity. Our brand is truly ‘worth it’ to remember, and we hope our audience enjoys this nostalgic cinematic journey and grabs a Five Star Chicken on their way home, during lunch, or anytime.”

Manila, Philippines – Wellspring, a brand that offers gummy supplements, has recently apologised over its recent ‘Gil Tulog’ outdoor advertising campaign following order from Makati City Mayor Abby Binay to take down the ads–after being called out by the public for the insensitivity of the campaign.

The campaign ‘Gil Tulog’ was aimed at doing a wordplay on the known Gil Puyat Avenue in Makati City–named after the late Senator Gil Puyat, who served as a senator from 1951 and took the role of Senate President from 1967 up until 1972 when President Ferdinand Marcos shut Congress down following the implementation of Martial Law.

In the statement, Wellspring said that they made a misstep in their campaign and are ‘sorry’. They have also complied with the city’s orders to take down the ads in the city and promised to practice better sensitivity in their campaigns moving forward. 

“It was never our intention to offend anyone in our marketing execution which used wordplay to draw attention to the importance of sleep and how it contributes to one’s overall health,” the company said.

It has also apologised to the family of the late Senator Gil Puyat for the harm and offense that the campaign has caused them. 

“Rest assured that there was no intent to besmirch and disrespect his legacy,” the company said.

They have also extended their apology to Makati City Mayor Abby Binay and the people of Makati for this campaign’s misstep.

Prior to Wellspring’s apology, Mayor Binay had ordered the take down of the ad signs, saying that she wasn’t aware of how this campaign got approved. She also said that the city officials who had approved the campaign were already reprimanded for this ‘glaring oversight’.

“It is unfortunate that the request for a permit for the so-called advertising campaign to change the street signs of Gil Puyat Avenue did not reach my office. The city officials who issued the permit should have exercised prudence. They should have been more thorough,” the mayor said.

Earlier this week, netizens took notice of how various signages of Gil Puyat Avenue were changed to ‘Gil Tulog Avenue’, a word play on the Tagalog word ‘puyat’ (wide awake) and ‘tulog’ (sleep). While some netizens rode the quirkiness of the campaign, many were perplexed and also angry over the insensitivity of the campaign, with relatives of the late Senator also expressing their dismay on the campaign execution.

“Besmirching my late great grandfather’s name to sell freaking melatonin is so disrespectful!” Erika Puyat Lontok, a relative of the late Senator, said on Facebook.

Meanwhile, Victor Puyat–son of the late Senator–has filed a complaint with the Ad Standards Council and asking that the agency who did the campaign–relatively undisclosed as of this writing–be either ‘suspended or banned’. 

He also noted that the campaign violates Section 1 of Article IV of the Ad Standards Council’s Code of Ethics, which states that “advertisements shall not directly or indirectly disparage, ridicule, criticize, or attack any natural or juridical person, group of persons, or any sector of society based on gender, social, cultural or economic status, religion, ethnicity, physical, intellectual and psychological state or appearance, age, race, or nationality.”

On another note, Sander Puyat Joson, who is the grandson of the late Sen. Gil Puyat, told Rappler that they are ‘overwhelmed and grateful’ for netizens who are calling for respect on the senator’s legacy.

“While the ad is clearly a joke, it is a distasteful one and disrespects the honorable name of our grandfather. We ask that the responsible brand and agency adhere to the standards of the Ad Standards Council. We hope that the brand and ad agency also take affirmative actions to rectify their error in judgment,” Joson said.

Update (July 29): The Advertising Standards Council (ASC) of the Philippines has released a statement, expressing their support to the public over the recent desecration of the street name “Gil Puyat.”

“This act has undoubtedly harmed the memory of an esteemed Filipino and Senator, and we join in the collective outcry,” the council said.

However, ASC has clarified that the material in question was not cleared with them as a different advertising body oversees these types of advertising, in this case street signs that doesn’t contain the brand’s name. Nonetheless, the company has advised the ad agency, albeit being unnamed, to not use ‘Gil Tulog’ in any of its advertising content. It could be inferred that ASC is referring to another advertising body, the Out-of-Home Advertising Association of the Philippines (OHAAP), whose regulation on outdoor advertising is needed.

“On behalf of our industry, we sincerely apologise to the family of Senator Gil Puyat for any distress this incident may have caused,” the council further added.

ASC concluded their statement by stating that they are in discussions with the relevant organisations to which the ad agency belongs, ensuring that appropriate actions are taken to prevent such occurrences in the future.

Meanwhile, the Association of Accredited Advertising Agencies – Philippines (4AS Philippines) has also released a quick statement online regarding the incident, stating that they will be embarking with a thorough investigation of the ad fiasco.

“Rest assured that appropriate measures will be taken to uphold our values and ethical practices and how to avoid similar occurrences in the future,” the association said.

Singapore – Local beverage company Yeo Hiap Seng has launched a special campaign ahead of National Day, highlighting its way of celebrating new pioneers who are paving the way for younger generations of Singaporeans, as they pursue their dreams and achieve success on their own terms.

To celebrate Singapore’s 59th year, Yeo’s is featuring the inspirational stories of athlete Maximilian Maeder, entrepreneur Yumi Pong, chef Ahmad Zahid and urban farmer Rebecca Neo – who are making an impact in unconventional pursuits, choosing paths less travelled than the generation before them. 

Produced by advertising agency Forsman and Bodenfors, the video feature takes viewers through the journeys of changemakers who exemplify the voices of a new generation defying traditional notions of success. For the agency, their stories share a common message – that it doesn’t matter if no one understands you, or if you don’t have established role models before you. In chasing their own unconventional dreams, they are an example of how everyone can dream differently. 

“This shift in the next generation’s mindset towards self-actualisation and pursuing their own dreams, aspirations and purpose was acknowledged by newly appointed Prime Minister Lawrence Wong as a way young Singaporeans are embracing a wider definition of success,” Yeo’s said in a press statement.

At only 17, Maximilian Maeder’s story is one of resilience and dedication, having committed to a career in the growing sport of kitefoiling which remains relatively unknown in Singapore. Currently ranked first in the world rankings, the teenager has won two world titles and is representing Singapore at the upcoming Paris Olympics 2024.

Meanwhile, Max’s incredible path to success serves as a source of inspiration for young people and young athletes across Singapore and beyond. Yeo’s has been a sponsor of Max since 2022, and is proud to have witnessed his rise from a talented amateur kitefoiler to where he is now, on the path to clinching an Olympic medal as the sport makes its Olympic debut in Marseille in July-August 2024. 

Another featured story is of entrepreneur Yumi Pong, who has pursued a lifelong dream that led to her unique profession as a pole and aerial dancer, as well as owner of her dance studio. Yumi blends entrepreneurship with compassionate leadership, channelling her journey of overcoming adversity through pole dancing into a mission of support and inspiration for others. Yumi’s ethos transcends business success; she cultivates a vibrant community where all individuals, regardless of background, can thrive in a safe space. 

Meanwhile, Ahmad Zahid, the culinary mastermind behind Global Mat Soul Kitchen, commands admiration for his creation of Singapore’s most sought-after biryani. Zahid’s blend of word of-mouth marketing and strategic Instagram prowess have amassed a dedicated following of food enthusiasts eager to savour his legendary recipes. He has a unique sales approach when it comes to Instagram sales: Zahid dictates when he will “drop” his lovingly-cooked biryani of the day, and he encourages self-pickup at his void deck. Behind his love for a good biryani sits Zahid’s genuine desire to unite Singapore’s community through food. 

Lastly, Rebecca Neo’s passion for sustainable agriculture and wholesome dietary practices sees her teaching and demonstrating the farm-to-table journey to students at the Edible Garden City. She endeavours to not only cultivate a deeper reverence for the origins and nature of food, but also wants to pave the way for a more resilient and eco-conscious community, empowering individuals to make informed decisions about their sustenance and lifestyle. 

Ang Chong Lee, chief marketing officer at Yeo’s said, “Yeo’s is inspired by the stories of these young pioneers who are redefining what it means to be successful in today’s world. Our own story of success is one of progress and evolution, and the message these new pioneers bring of refreshing their dreams embodies Yeo’s spirit of resilience to ‘Refresh what Matters’.”

He added, “Through our 120-year journey, we’ve learned many of the same lessons – that success is about the courage to pursue one’s goals and make a meaningful impact with passion and dedication, no matter how unconventional the path ahead might look.” 

Bangkok, Thailand – Roojai Online Insurance has been addressing a common question from the public: why use a kangaroo as the brand’s corporate identity (CI)? The answer comes with the launch of their latest campaign, “Minimise your frustration”, launched last month in partnership with BBDO Bangkok. 

This campaign is based on the insight that when it comes to accidents, everyone can become frustrated. However, with Roojai Online Insurance, embodied by the Roojai Kangaroo, we aim to “minimise your frustration” by showcasing the benefits and unique offerings of Roojai Online Insurance.

The centerpiece of the campaign is a film directed by Thailand’s Cannes-winning director, Un Wuthisak from Factory 01. The first film, “Triangle of Accident”, vividly illustrates how Roojai can transform a stressful situation into a manageable one, reducing the frustration associated with accidents to a minimum. With a touch of humor and striking visuals, the campaign effectively communicates the reliability and efficiency of Roojai’s services. The second film, “Uncle and Auntie”, demonstrates the exceptional results of a 4.7/5 review claim experience, which is as good as a 5/5.

Through this campaign, Roojai aims to reinforce its commitment to customer satisfaction and solidify its brand identity with the iconic kangaroo, symbolising agility, support, and care. Experience the new Roojai Online Insurance campaign and see how the Roojai Kangaroo can make a difference in times of need.

Singapore – Local electric utility company Senoko Energy has tapped DDB Singapore for an innovative and unique initiative – the first ‘National Singlet Month.’ Said initiative celebrates the little actions in daily life, like wearing singlets, that can create ripples of positive change in energy conservation.

The ‘National Singlet Month’ supports Senoko Energy’s ongoing mission to provide sustainable energy solutions that put Singapore’s Net Zero goals within reach.

The initiative showcases Singapore’s quintessential wardrobe staple to highlight seemingly small daily habits that reduce energy consumption and inspire Singaporeans to contribute to a greener future. 

Moreover, the month-long ‘Singlet Wearers’ activation marks the first phase of Senoko’s wider ‘Thank You’ campaign, which spotlights energy savers to support environmental sustainability. DDB kicked off the campaign on 16 July with a social media contest and short film amplified through influencer engagement.

A one-minute video was launched on YouTube, Facebook, and Instagram in collaboration with Mothership and social media influencers Xiao Ming (@sgagxiaoming) and Jayne (@jaynejetplane). Saluting energy savers nationwide, the film calls on all Singaporeans to embrace small actions that lead to big changes in energy conservation.

As part of the initiative, a month-long contest on Instagram and Facebook challenges Singaporeans was launched to encourage locals to submit photos of themselves dressed in a singlet while creatively conserving energy at home. The winner will receive a six-day ecotourism experience for two to the Great Barrier Reef in Cairns, Australia, for which Senoko will offset the carbon footprint. 200 Senoko Energy customers who pledge to support the campaign online will also receive a limited-edition Senoko Energy singlet twinset.

Vinod Savio, chief creative officer at DDB Group Singapore, said, “National Singlet Month is a testament to the power of small actions, like wearing a singlet, in contributing to energy conservation efforts. By dedicating a month to these energy conservation actions, we hope to inspire more people to do their part for a sustainable future.”

Meanwhile, Frederik Baerts, CEO of Senoko Energy, commented, “With the National Singlet Month campaign, we are not only encouraging Singaporeans to reduce their energy consumption. It is a wider movement to recognise the current ways in which Singaporeans are already conserving energy and to encourage them to continue championing such behaviours.”

In addition to ‘Singlet Wearers’, the campaign will spotlight other personas in later phases, such as the ‘Selfless Switcher’ who advocates for power-saving practices like switching off unused plugs, reducing air-con temperatures, turning off lights when not in use to reduce utility bills, and investing in energy-efficient devices. Phase two of the campaign, which will feature more energy-saving personas, is scheduled to launch in 2025.

Manila, Philippines – To give Filipinos the spark of rediscovering their love for reading, national educational retail and book store brand National Book Store has launched a new campaign which depicts our inner bookworm–in a very tongue-in-cheek and literal way.

The new film titled ‘Passion’ was conceptualised alongside local independent agency Leron Leron Sinta. It revolves around a seemingly ordinary mother with a secret that is anything but ordinary. 

The film’s main turning point is when the mother, after seeing National Book Store’s diverse selection of reads and bestselling books, is triggered to molt her human guise to reveal her true self: a bookworm. 

For the brand, this film’s unexpected transformation symbolises the constant internal conflict between personal passions and parental duties, resonating deeply with viewers of all ages. 

In an exclusive conversation with MARKETECH APAC, Varge Masanque, creative partner at Leron Leron Sinta stated that they at the agency initially assumed that National Book Store wanted to maintain the same old tone of the brand. Hence during their initial presentation, they shared ideas that unmistakably represented the brand.

“To our surprise, they wanted to try something new and explore a different approach, leading us to a humorous concept. Our lesson learned here is: don’t assume what your clients want. Always give them what you believe they need and what will help them meet their business goals,” Masanque said.

He also added, “National Book Store wants to encourage Filipino Gen Zs to visit its physical stores and rediscover their passion for reading and learning. And what’s the best way to do that than to engage Gen Z through humour to spark conversations and entice them to buy their school supplies at National Book Store.”

Meanwhile, Adrian Ramos, president and CEO of National Book Store told MARKETECH APAC that with the brand always being a pioneer and an innovator in the retail industry, they certainly wanted to explore doing an impactful and unique film like this.

“More than having the right blend of horror and humour, we wanted a film that represents the powerful relationship many Filipino families, barkadas (friend groups), and shoppers share with us: the nostalgia of visiting our stores and discovering many sulit (affordable) reads and finds,” Ramos said.

He added, “We were thrilled to collaborate with a dynamic and passionate agency like Leron Leron Sinta, and work closely with their creative minds to bring this memorable and successful ad to life. We specifically thought of younger Filipinos’ interest for these kinds of ads, and wanted to help them reconnect with National Book Store in a fun yet relatable way.”

This ad follows a slew of National Book Store’s newly launched store tiers this year: the Superbranch and National Everyday. Their new Mall of Asia store is the first Superbranch, offering an all-new and completely transformed shopping experience. It offers more product categories, including K-Pop and travel items that appeal specifically to young adults and students, and will soon have a café for customers to enjoy. Meanwhile, the National Everyday, which currently has 2 stores – SM Hypermarket FTI and Waltermart Bacoor – has a more curated selection of books and items in easily accessible commercial locations.

“From families going together to older students completing their own checklists, Laking National customers can look forward to a more sulit (affordable), more rewarding, and more enjoyable back-to-school shopping experience in our over 240 branches nationwide and online,” Ramos concluded.

Manila, Philippines – For those who are motorcycle enthusiasts out there, how do you think a motorcycle brand sells speed-to-speed junkies? This was the unique brief Yamaha Motor Philippines gave Dentsu Creative Philippines to show off some of its quickest models, the Sniper155 and Mio Aerox, online.

To highlight the speeds that the two motorcycles are capable of, the agency worked on a series of commercials that viewers would have trouble keeping up with, staying true to its tagline, ‘Live to be Chased.’

Using timestamps, viewers could jump to specific points in the film and watch the moments that were too fast to catch the first time around. The material embodying speed was designed and shot to be so fast, that viewers could only appreciate the details if they pause or slow down the video playback, which they were encouraged to do with detailed prompts and captions. 

Naturally, viewers wouldn’t be able to catch every detail on the first go. But after every rewatch, they’re rewarded with new adrenaline-filled scenes they missed, making it an experience tailor-made for speed freaks and racing enthusiasts. 

Toni Acuesta, marketing section manager of Yamaha Motors Philippines, said, “This spot’s all about the speed that the Sniper and Mio Aerox offer, the precision handling, and the joy of discovering hidden details. With the timestamps, you’re in full control.”

Singapore – BMW has recently unveiled its its new M5 Sedan model powering into a new era with its first electrified drive system through a new campaign, ‘Duality Untamed.’ 

This campaign not only delves into the dualistic nature of the BMW M5 but also its drivers, showcasing both its dynamic racetrack drive experience and comfort for regular and long-distance travel. 

Moreover, the narrative highlights the vehicle’s electrifying performance and innovative design, unlocking its full potential for drivers.

To capture the essence of this duality, BMW has collaborated with the man of creative extremes, Justin O’Shea. Known for his versatile lifestyle and passion for high performance, O’Shea’s distinct dual persona mirrors the BMW M5 Sedan’s sleek style and power. This partnership brings authenticity and a unique narrative to the campaign–conceptualised alongside Media.Monks.

The ‘Duality Untamed’ campaign will launch globally, with a comprehensive digital and social media strategy targeting BMW’s core markets across EMEA, APAC, and the United States.

“It’s not very often that the personality of the car and the protagonist are so in sync. Although the M5 is a dream car, I tried to stage the film in the here and now, making the dream relatable. Every car enthusiast can relate to becoming a different persona by feeling the power of such a car. This feel is what I wanted to portray. And Justin is the perfect protagonist for that,” said director Knut Burgdorf.

Kuala Lumpur, Malaysia – Grey Malaysia has kicked off a nationwide campaign for Telekom Malaysia (TM) with the rollout of ‘Unifi’s UniVerse’, a comprehensive suite of its best convergence offerings. The UniVerse includes home internet, mobile, entertainment, and lifestyle solutions that have been tailored to meet the diverse demands of today’s digital-savvy consumers.

Accompanying the launch is the ‘Choose Your UniVerse’ brand film, demonstrating how the brand’s portfolio of products converge into a seamless ecosystem. Featuring a diverse cast of family members and individuals from all walks of life, ‘Choose Your UniVerse’ showcases how everyone can experience the best of everything all at once, empowering them to create a personalised universe that meets their unique digital needs.

The campaign also showcases the updated visual identity, structure, and product offerings of Unifi, which were originally unveiled during the launch of UNI5G – Unifi’s 5G mobile offerings. This continuation underscores the brand’s commitment to innovation and adaptation, ensuring a seamless transition into the future of connectivity for all Malaysians.

Anand Vijayan, chief business and consumer officer at TM, said, “UniVerse is our most comprehensive suite of packages, integrating connectivity, entertainment, and lifestyle solutions for home, work and play. As the champion of convergence in Malaysia, these new offerings enable connected communities, reflecting TM’s aspiration to become a Digital Powerhouse by 2030, and advancing our nation towards its next digital evolution.”

Meanwhile, Jeremy Yeoh, deputy executive creative director at Grey Malaysia, commented, “With ‘Unifi’s UniVerse,’ we’re evolving the brand to stay ahead of the game. It encapsulates the essence of Unifi’s quadruple platform play and solidifies our presence across all sectors we engage in.”

Singapore – Global insurance company Manulife has unveiled a new global brand strategy with the new tagline ‘Where will better take you’. This strategic initiative is designed to unite Manulife’s global brand resonance across the world and underscore its mission of ‘Decisions Made Easier. Lives Made Better.’

To mark the launch of the new Global Brand Strategy and tagline, Manulife has rolled out a series of eye-catching advertisements in Hong Kong, which includes wrap advertisements at key locations such as the Star Ferry Pier in Tsim Sha Tsui, Hong Kong taxis featuring body wrap advertisements, digital panel ads at the Hong Kong International Airport Baggage Reclaim Network, and a bus shelter domination at Statue Square in Central as well as bus shelters across the city.

In tandem with this, Manulife also supports the core programme at the façade of M+, one of the most prominent landmarks in Hong Kong’s iconic skyline. Starting from June 21, 2024, audiences can enjoy a selection of brand-new animated videos showcasing numerous museum objects, alongside moving image works, between 6-7pm and 9-10pm.

Manulife’s new brand strategy alongside the new tagline focuses on its key pillars of offering, including Health, Life, Investment Management, Retirement Planning—MPF, and Retirement Planning—Saving.

This new tagline by the company also coincides with Manulife’s ongoing Investor Day, held in Hong Kong and Indonesia, highlighting how the company is uniquely positioned to achieve their financial targets and reinforce the attractive opportunities and strong momentum across their global businesses.

“Our new global tagline reflects our ongoing and steadfast commitment to creating better opportunities for everyone. This tagline is a clear reflection of our mission to make decisions easier and lives better for people around the world. With the worldwide launch of campaigns, it helps connect our mission to our understanding of customers’ needs and provides relevance to them. We look forward to generating value and creating sustainable business growth as our customers’ partner that drives progress and hope,” Manulife told MARKETECH APAC.