Tag: Marketing Campaign

Singapore – Australian low-cost airline JetStar has announced a new brand platform, urging travellers to ‘Make It Count’ in 2024. Notably, this marks the next chapter of an ongoing partnership for Jetstar and The Secret Little Agency (TSLA) crafting the airline’s brand platform, with the last brand proposition, ‘Because You Can,’ created over seven years ago.

The ‘Make It Count’ campaign hopes to encourage people to overcome planning procrastination and put intention behind travel, emphasizing the importance of purposeful journeys. Reflecting strategic shifts in the travel landscape, the campaign also rallies travellers to emphasize the quality of their experiences and the importance of understanding why they travel rather than just where they’re going.

The creation of the new brand platform is accompanied with a new brand toolkit, complete with a library of assets for use across digital, social, and various destinations and occasions. 

This includes a film that takes the audience on a visceral adventure, where viewers will journey through a visual scrapbook, capturing the essence of meaningful travel experiences that linger long after the journey ends. The film, shot in hot travel destinations across Asia featuring Jetstar’s crew, aims to resonate with modern travellers living out their journeys with intention and purpose.

Belinda Allen, regional manager of group marketing and direct sales for Asia at Qantas and Jetstar Airways, said, “Jetstar has always been about more than just reaching a destination; it’s about the journey and the many stories we create along the way. ‘Make It Count’ is not just a campaign; it’s a commitment to meaningful travel experiences, encouraging our passengers to embrace the why behind their journeys, and ensuring every trip is a chapter worth remembering.”

She added, “We are committed to giving everyone the opportunity to enjoy these meaningful travel experiences affordably and to rediscover our destinations over and over again. We’re excited to continue the partnership with The Secret Little Agency to bring this to life – as the creative agency that created our brand platform 7 years ago, we knew there was no better partner to help us in this new wave of travel.”

Meanwhile, Mavis Neo and Nicholas Ye, co-chief creative officers at The Secret Little Agency, commented, “Our goal was to craft a platform that transcends the ordinary, resonates with the modern traveller’s mindset, and showcases Jetstar’s commitment to a new era of purposeful travel. ‘Make It Count’ is not just a tagline; it’s a creative journey that takes the audience beyond the destination, making every moment a canvas for memorable experiences.”

The brand platform launches in celebration of Jetstar’s 19th birthday sale happening 12 December 2023, and is expected to run well into 2024 across digital programmatic, social, and OOH including iconic billboards across Asia Pacific.

Singapore – Citi Commercial Bank (CCB) has launched the second season of its ‘Makers’ video series, shining a spotlight on 17 clients who are homegrown entrepreneurs across six markets in Asia Pacific. 

The series tells the stories of visionary leaders and how they grew their formidable businesses across Australia, China, Hong Kong, India, Malaysia and Singapore, and will run until April 2024.

From a close to 90-year jewelry brand that flourished from one goldsmith shop to nearly 1,000 stores covering Greater China; to a bioenergy business with a passion for ESG that started with no working capital and then went on to establish factories in Indonesia and China; to an e-commerce-led business which expanded from Singapore to other parts of Asia and now sees around 500,000 to 750,000 orders a day, the new season shines a spotlight on well-known companies from diverse industries. 

As business leaders narrate the stories behind their success, the series speaks to CCB’s ability to support rapidly growing mid-sized corporates that are increasingly born global or going global in record time. 

Gunjan Kalra, head, Asia North and Australia and Asia South at Citi Commercial Bank, said, “We are extremely proud of the ‘Makers’ video series and the strong partnership we have with our clients as we help them pursue their ambitions. The mid-market space is growing at an unprecedented pace globally and in Asia Pacific, driven by a strong spirit of entrepreneurship and a vibrant ecosystem that fosters startups. We understand this and we are actively using Citi’s global network of 95 markets to make it easy for our clients to expand their businesses across borders.”

She added, “With Citi Commercial Bank’s global industry coverage model, we are also supporting specific client needs across different industry groups by offering industry-specific knowledge and expertise rooted in a deep understanding of broader trends and how they might impact our clients’ businesses.”

Manila, Philippines – Innovative technology brand TECNO has unveiled its latest marketing campaign featuring various narratives that capture the remarkable quest of the Filipino youth striving to become the best versions of themselves. 

Launched under the banner “Don’t Stop Rising,” this campaign aims to empower young Filipinos to carve their own path, embodying the ethos of seizing opportunities rather than waiting for the perfect moment.

This also follows a video manifesto, named as “Never Not Ready,” showcasing diverse scenarios where individuals express their creativity and resilience.

Some of the real-life scenarios shown in the video include: A fashionista can discover creative ways to express herself on social media by using light from just a CD; a game lover never misses opportunities to enhance his gaming skills, even when waiting for coffee; a passerby can grab a basketball that comes to his feet, shoot and score; and a dancer can spontaneously choreograph and create captivating TikTok content anytime, anywhere.

Following this endeavour, Lucia Liu, chief brand officer at TECNO, shared, “We deeply understand Filipino consumers, which is why TECNO is initiating this exciting campaign after TECNO’s rise in the Philippines in recent years. 

“Today we are not just launching a marketing campaign but creating something that deeply resonates with the essence of Filipinos, establishing an emotional connection with them and giving them a strong voice-out about their inspiring ‘Never Not Ready’ attitude to life,” she added.

The manifesto video features stories drawn from the real-life experiences of Filipino youth, with influencers Kush Obusan and CJ Villafuerte serving as prime examples.

Singapore – Popeyes in Singapore has announced the launch of its first-ever dating show, which invites daters to crank up the heat with spicy questions based on the levels of spiciness of their menu items.

This campaign, conceptualised alongside Happiness Saigon, challenges contestants with 3 levels of spicy questions mimicking the intensity of 3 levels of Smoky Sriracha menu items. Just like Popeyes is making their normal menu items spicier with the Smoky Sriracha sauce, their spicy questions are adding some heat to normal conversations.

This dating show stint is also made in line with promoting Popeyes’ new Smoky Sriracha collection.

Moreover, the campaign–titled ‘Spice Up That Love’–succeeds not only in presenting the product in a fun and engaging way but also in building brand love for Popeyes as an entertaining and creative brand. 

Lien Sterkens, head of content at Happiness Saigon, said, “Audiences nowadays want to be entertained. Instead of competing in a saturated market of promoting new menu items, we let Popeyes create their own category: a dating show. The shift from brand to content creator is an important one for Popeyes in 2023.”

This is Happiness Saigon’s recent work with Popeyes Singapore, the previous one being related to launching a hotline to allow the customer to vent out their woes in exchange for chicken.

Hong Kong – Trip.com and the Hong Kong Tourism Board (HKTB) has announced that it is extending its ‘Hello Hong Kong’ campaign to the Southeast Asian markets of Malaysia, Singapore, Thailand, and Vietnam. This is part of  HKTB’ global ‘Hello Hong Kong campaign’, which was first introduced earlier this year to encourage travellers to visit Hong Kong.

This collaboration marks the first themed marketing campaign between Trip.com and HKTB outside of mainland China after the pandemic, and will see travellers from the four countries enjoy a discount when they make Hong Kong hotel bookings on Trip.com during the promotion period, with no minimum spend requirement.

In addition, travellers to Hong Kong who make their hotel or air ticket bookings through Trip.com can also claim a special ‘Hong Kong Night Treats’ voucher worth HKD100. 

Visitors will be able to enjoy Hong Kong’s vibrant nightlife and indulge in its culinary treasures with the voucher, available for use in participating restaurants and bars across the city after 6pm – allowing them to take their taste buds on an unforgettable gourmet journey after dark.

Edison Chen, vice president of destination marketing and strategic alliances at Trip.com Group, said, “Southeast Asian travellers have traditionally enjoyed visiting Hong Kong, as shown by the visitor numbers – in the first nine months of 2023, five of the top eight short-haul visitor arrivals in Hong Kong were from Southeast Asian countries, with visitors from Malaysia growing by more than 90 times compared to the same period in 2022.”

He added, “Our Trip.com data from the same period also bears this out, with the four countries participating in the Hello Hong Kong campaign ranking in the Top 10 markets booking trips to Hong Kong. We are happy to partner the HKTB to welcome more travellers from Southeast Asia to Hong Kong.”

Singapore – Grab and Heckler Singapore has recently launched their latest sustainability campaign via BLKJ Havas, which brings a trio of finger characters to life and showcases how a mere tap of the digits can empower eco-friendly choices. 

Aimed at raising awareness among consumers about the significant impact their choices can make, Grab’s ‘Wonder Fingers’ campaign with Heckler Singapore showed that scrolling through our phones could be used for better things like tapping for good.

For this campaign, Heckler got to work using Maya and Cinema4D on three short animated films and assets for a personalised digital report, termed the Grab Personal Impact Story, to showcase the positive outcomes of using Grab.

For the environment, Heckler chose to build backgrounds in 3D that looked like they were made of paper. This aesthetic gave the films a playful base to set the action in, along with some intriguing textures. By modelling and rigging photorealistic human fingers to represent different ethnicities and backgrounds, Heckler also gave them human-like characteristics, including playful eyes that used expressions to communicate the impact the fingers were having.

Cody Amos, creative director at Heckler Singapore, admitted that dressing the fingers up was a challenge as the animation team had to re-imagine them as a full human body in order to know where the cut of a tank top would end or where the hem of a skirt would begin.

“The finger characters themselves were modelled in Maya to look realistic, but with googly eyes and stuck on mouths that we animated to bring their emotions to life. All this detail made it feel halfway between a fun animated film and a puppet show,” Amos said. 

“Because the characters are fingers, we wanted to build the world around them in a way that felt like a miniature set that finger puppets could live in. To give it realism, and add some humour, we made it all look like it was made of paper and cardboard, and even put in flying elements on popsicle sticks, held together with sticky tape,” he added. 

Notably, these simple taps on screens using Grab have contributed to diverting over 8,100 tonnes of waste from landfills and the planting of 200,000 trees, bolstering forest conservation efforts across Southeast Asia.

Sydney, Australia – Global supermarket chain ALDI has launched its latest campaign in Australia, which encourages Aussies to celebrate and go big on the little things that make a Christmas feast feel special.

Created in partnership with BMF, Zenith Media, and Ogilvy PR, the campaign gives a comedic take in appreciating Christmas side dishes which are usually overlooked, showing that going big on it can make their Christmas even more special. 

This campaign coincides with ALDI’s extensive range of seasonal products being made available at affordable prices, giving Aussies the means to give every dish on their table the main-character energy this festive season.

Talking about the campaign, Jenny Melhuish, marketing director at ALDI, said, “From the beloved sides to feasting favourites like the ham or the turkey, Aussies can have the Christmas they want by shopping with ALDI, making substantial savings and without ever compromising on quality.”

“This year, we want shoppers to be able to go big on the little things without going big on their budgets in the process. This can easily be a reality for all Aussies by simply making ALDI their one stop Christmas shop this festive season,” she added. 

Meanwhile, David Fraser, executive creative director at BMF, commented, “A ham and turkey without sides is just a ham and turkey. They only become a Christmas feast when they’re surrounded by a plethora of sides. So it felt good to give sprouts and potatoes the limelight for a change.”

The integrated campaign will air across TV, cinema, radio, OOH, social, owned channels, and PR.

Australia – QIC is inviting all Australians to embrace their inner child, with the launch of its ‘Merry Everything’ Christmas campaign, encouraging customers to switch their adult perspective to see the holiday season through the eyes of their younger selves.

Created by Jane Doe Creation, QIC’s campaign kicks off with a ‘Naughty or Nice’ film tackling the age-old question of who’s been naughty and who’s been nice with a playful twist that sees the baton passed to the kids to judge their parents and relatives.

Directed by Alex Feggans at Austin Studio, the campaign will be running online across social media and will be supported by OOH signage and in-store activities including Santa photography, spend to win giveaways, free gift wrapping and more.

Elissa Maine, executive creative producer at Jane Doe Creation, said, “Christmas is a time for coming together with family and loved ones and to mix it up a little, this year we let the kids decide who was on the ‘Naughty & Nice’ list.”

“Casting real families and following the threads of their responses to build out our storytelling was a deliberate casting decision put forward by Alex. It radiates real warmth and connectivity throughout the campaign and brings a genuine smile to your face,” she added. 

Meanwhile, Bronwyn Cooper, head of marketing at QIC, commented, “We are adults all year round, yet there’s a special time of the year when we can let someone else out to play. The holidays are a time to create special memories with the ones we love most, and Merry Everything invites Australians to share the joy and channel their inner child this Christmas.”

As part of the Merry Everything campaign, QIC will also be launching the Naughty or Nice Quiz, where shoppers can determine whether they are likely to be on Santa’s naughty or nice list by entering the online quiz – with all participants going in the draw to win a $1,000 gift card.

China – MINISO, a Chinese lifestyle retail brand, has collaborated with the creative agency McCann China to launch a comprehensive integrated marketing campaign titled ‘Reinvigorating China’s Intangible Cultural Heritage’ during the country’s Golden Week national holiday in October. 

Said project is part of the “Chinese Cultural Innovation Global Development Plan,” a collaborative effort between MINISO and China’s official state news agency Xinhua. This represents both parties’ common goal of promoting and advancing Chinese culture, and it is in line with the celebration of the Belt and Road Initiative’s tenth anniversary. 

The campaign included a variety of touchpoints, beginning with a film that highlighted the beauty and current state of China’s Intangible Cultural Heritage. It then went on to actively involve consumers through interactive offline events, allowing them to share in and enjoy the pride and enthusiasm associated with “Continuing to Write China’s Intangible Cultural Heritage.”

MINISO’s Xian flagship store was transformed into a theme store dedicated to intangible cultural heritage as part of the campaign. This fusion of traditional and contemporary elements resonated with customers, propelling the store to fame in Datang’s Sleepless City, a bustling pedestrian street known for its fusion of culture, tourism, and commerce. 

Speaking about the campaign, David Zhang, group planning director of McCann Shanghai, said, “When MINISO reintroduced the three wonderful daily items they really enriched people’s lives. The campaign resonates across hundreds of years of time and space. When people put these small intangible cultural heritage items to use, you can say that our cultural heritage came alive again.” 

Meanwhile, How Chu, executive creative director of McCann China, said, “Our Intangible Cultural Heritage should not be a cultural memory that will gradually fade over time. So we took a very sincere approach to tell the story in a way that made our Intangible Cultural Heritage fresh and vivid, so it could be recognised and used by people again. MINISO was the key driver of this transformation. Our Intangible Cultural Heritage will not disappear if people actually use it.” 

Singapore – Online fashion and lifestyle retail company ZALORA has announced the launch of ‘The Terminal By Zalora’, its newest omnichannel retail experience that aims to play a part in kicking off the year-end shopping season. 

Inspired by the magic of the year-end travel season, The Terminal by ZALORA is a week-long offline pop-up experience that showcases the latest and greatest from ZALORA’s top global brands in fashion, beauty, luxury, and lifestyle.

Located at Wisma Atria within Singapore’s shopping district at Orchard Road, The Terminal will be open to the public from 2 to 13 November. The pop-up store will kick off ZALORA’s campaign for 11.11, one of the world’s largest shopping events, with Zalora’s 11.11 sale going live from November 8th till November 13th.

The Terminal features over 40 specially curated international brands across the fashion, beauty, luxury and lifestyle categories, from over 3000+ global brands that Zalora carries on its app and web platforms. The experience store also features the latest arrivals and an exciting array of products from popular global brands such as The Ordinary, Paula’s Choice, & Other Stories, Nike, Monki, and Adidas, to luxury brands like Kate Spade, Coach and Gucci.

Talking about the campaign, Achint Setia, chief revenue and marketing officer at ZALORA, said, “In today’s retail landscape, consumers increasingly crave for immersive and seamless omnichannel shopping experiences. Our commitment at ZALORA has always been about creating WOW moments by innovating and elevating the customer journey.”

“We are thrilled to launch ‘The Terminal by ZALORA’ to mark the exciting start to the year-end shopping season and in partnership with featured well-loved global brands. This pop-up embodies our dedication to providing shoppers with a curated, and immersive experience, ensuring our valued customers enjoy not just the finest fashion for one and all in the family, but also unmatched ease and unbeatable prices,” he added.