Tag: Marketing Campaign

Singapore – To promote its new protection offering, insurance company Income and BBH Singapore have teamed up to release the music video ‘Fallin’ Apart’, performed by the American band The Calling, in a bid to delve into the themes of resilience and courage to face life, even when it is falling apart.

According to the agency, ‘Fallin’ Apart’ emotively conveys the stress, uncertainty and raw feelings which can result from an unexpected health issue, married with the realisation that one is not adequately covered.

Moreover, the viewers are also directed to the campaign microsite where they can assess the potential size of their own insurance protection gap via a ‘protection gap calculator’.

Stella Tan, vice president and head of brand and segment marketing at Income Insurance, said, “Staying adequately covered with insurance is vitally important but often, easily overlooked. Now more than ever is the right time to invest in life, health and critical illness cover following the aftermath of the pandemic and the current economic downturn where unforeseen circumstances can hit anytime. We’re amazed by The Calling’s ability to transform our message into a powerful rock song that connects with our audience on a personal and emotive level.”

Meanwhile, Luke Somasundram, senior copywriter at BBH Singapore, commented, “Songs have the profound ability to reach a place deep in our brains by way of our hearts. And crafting one with The Calling lets us tap into nostalgia to convey a message that’s more relevant and urgent than ever.”

MARKETECH APAC also reached out to BBH Singapore and Income to learn more about the campaign’s creative direction and factors considered prior to the music video launch.

BBH Singapore told MARKETECH APAC that the campaign was simple yet an urgent message for viewers to avail insurance–told in a way that brings the messaging to life via a music video.

“The message behind this campaign is a simple but urgent one – it’s about ensuring that you have adequate insurance coverage before a medical emergency strikes. The song was a vehicle to bring to life the anxiety and helplessness one feels when one doesn’t know if they have adequate coverage,” the agency.

They also added that for the music video’s sentimental messaging, while they are full aware that not many people are comfortable with discussing sad topics, people are always drawn to forms of media that communicate such feeling.

“People don’t want to talk about sad or uncomfortable topics – like whether they have adequate insurance coverage. But it’s so naturally human to love a sad song. We realised the right song could let people connect with the emotions they would feel if they didn’t have adequate coverage, which in turn could inspire them to get covered. So we decided to create that song,” BBH Singapore told MARKETECH APAC.

They also added, “Singapore has one of the highest insurance protection gaps in Asia. This campaign was aimed at Singaporeans in the 30s to 40s who hadn’t ensured they were adequately covered. We worked with The Calling, a band that was massively popular in the early 2000s because we knew this was a band that would have strong emotional resonance with our target audience.”

Meanwhile, Income told MARKETECH APAC told the campaign is rooted from the brand’s objective of raising awareness and realisation amongst Singaporeans on the importance and urgency of having adequate protection to be prepared for unforeseen circumstances that can hit anytime.

Citing data from the Life Insurance Association (LIA), Income says that Singapore faces a 21% protection gap in mortality and 74% in critical illness

“To ensure that we resonate with Singaporeans as we tackle the topic of insurance protection and financial readiness, we turned to music, which is what many turn to when confronting difficult feelings or challenging times in life and related to Singaporeans in an entertaining way that cuts above the noise,” Income told MARKETECH APAC.

They also added, “In this campaign, we lyrically brought to life the campaign message that “Life can fall apart if you are not adequately covered” and motivated Singaporeans to cease the silver lining and beat the odds by being protected ahead of time.”

While there is a myriad of factors that may have contributed to their increased traction across the primary campaign touchpoints, Income told MARKETECH APAC it boils down to two factors.

“The use of music, which allows us to effectively speak to our target audience in a unique way that engages the mind and tugs at the heart strings, [and] the engagement of The Calling, which is a band that our target audience is familiar with and hence, would be more open to listen to the song and subsequently the message that we want to bring across,” they concluded.

Manila, Philippines – Acer Philippines recently launched their Acer Day #MakeYourGreenMark campaign in line with their 20th anniversary, aiming to amplify the brand’s message of Acer’s commitment to a more sustainable future to millions across the globe.

The campaign’s unique call to action helped boost Acer Philippines’ sustainability message through a combination of innovative promotions, CSR partnerships, and event entertainment. Notably, Acer Philippines also released their #AceYourWorld original song and music video featuring brand ambassadors Sarah Geronimo and SB19 as part of the campaign.

For the campaign, Acer Philippines mainly staged a ‘Green Mark’ concert featuring a line-up of famous Filipino artists, and fans earned tickets through green initiatives such as donations to The Green Earth Heritage Foundation and plastic contributions to The Plastic Flamingo. 

The concert was attended by 15,000 on-ground and online fans and reached over 714 million people worldwide. More importantly, the campaign raised funds amounting to over million pesos, which will be used to plant 5,401 trees to help in forest rehabilitation efforts and a donation of over 20 metric tons of plastic to be transformed into a range of sustainable construction materials.

MARKETECH APAC also reached out to Princess Laosantos, senior marketing manager at Acer Philippines, to shed more light on Acer Philippines’ sustainability efforts. 

When asked about the reason as to why Acer Philippines went for a concert initiative as a sustainability platform, Laosantos said that it was mainly because music speaks to all ages, which makes the initiative relevant and relatable.

“Our target audience is young, so we wanted to be relevant and relatable to them. What better way to do that than through music? Music is a universal language that speaks to people of all ages, and we wanted to convey our messages in a language understood by many,” she told MARKETECH APAC. 

It is also worth mentioning that prior to this concert initiative, Acer Philippines had already launched key efforts when it comes to sustainability through previous projects and their product lineup. 

“In 2021, we introduced the ‘Earthion (Earth Mission) Project’, which strives to be more sustainable by using recyclable materials and more sustainable processes to engage an ecosystem where our suppliers follow suit. We have also launched the Acer ‘Vero’ line, a range of products made from  20-30% post-consumer plastics in our computers, displays, accessories, and home appliances. We have also pledged to use 100% renewable energy by 2035 and net-zero carbon emissions by 2050,”she said.  

She also added, “We are very proud of the efforts that our employees, partners, and customers have made so far for the planet. We hope that they all continue to be responsible citizens for the environment. We also hope that they spread the word about what Acer is doing. We always say that sustainability is in Acer’s DNA. Sustainability is also the driving force for the future.”

Singapore – Popular coffee chain Starbucks has announced its collaboration with global mass media company Walt Disney to release Disney-inspired merchandise and stylish lifestyle accessories aiming to inspire a sense of shared nostalgia that resonates with all ages.

Launching on September 19 for a limited time, the collection will be launched in 15 markets across the Asia Pacific region, blending Disney’s iconic characters with Starbucks’ familiar third place experience.

Starring fan-favorite Disney characters such as Mickey and Friends, Chip ‘n Dale, Dumbo, Stitch and Angel, the Starbucks’ ‘Relive the Magic Together’ series features  an array of 15 different drinkware designs and six lifestyle accessories. The drinkware range features mugs, reusable cups, and tumblers, whilst the lifestyle accessories include reusable tote bags, umbrellas, and pins.

The new themed collection will be available across 15 markets, spanning Australia, Brunei, Cambodia, Hong Kong, India, Indonesia, Japan, South Korea, Malaysia, New Zealand, Philippines, Singapore, Taiwan, Thailand, and Vietnam. 

Samuel Fung, vice president of product and marketing at Starbucks Asia Pacific, said “Our “Relive the Magic Together” merchandise speaks to Starbucks mission to strengthen human connection with elements of fun and imagination. This collection is poised to touch the hearts of fans of all ages. The possibilities of striking human connections over the everyday ritual of drinking coffee, rooted in our iconic Starbucks Experience, are truly limitless.”

“We wanted to creatively reimagine how some of our favorite Disney characters might enjoy moments of friendship together – perhaps even taking the time to cheers over a cup of coffee! By weaving together memorable Disney characters with Starbucks style and messages of forging genuine connections, we hope our designs brighten your day, bring comfort and happiness, and warm the hearts of people of all ages”, he added.

Australia – Real estate agency Domain has launched a new campaign with three films starring actors Rose Byrne and Bobby Cannavale. 

In partnership with Howatson+Company, the films introduce the new brand platform ‘Know what we know’ which reflects Domain’s commitment to provide customers with confidence in their property journey.

In the films directed by Australian director Trent O’Donnell, Byrne and Cannavale play a couple who go to extreme lengths to try and uncover information that will help them find the right property.

The situations in the film are resolved by Domain’s brand new search experience, including exclusive features such as ‘Search by School Zone’, ‘Recently Sold Prices’, and ‘Suburb Insights’.

Talking about the campaign, Rebecca Darley, chief marketing officer at Domain, said, “In an era where information is the most valuable asset, ‘Know What We Know’ bridges the gap between the experts and the seekers. As a data and tech-powered business, Domain is on a journey to leverage its assets to guide Aussies through every step of their property journey.”

“Many Australians can relate to that feeling of property obsession, going above and beyond in their property search to feel confident they are making the right decision. This proved fertile ground to bring to life the new re-imagined search experience in the Domain App, and stretch the brand into a lighthearted and entertaining territory. With Domain, gone are the days of undercover suburb stakeouts and uninformed decisions, you have the power to know what the experts know, empowering you to navigate your property journey with confidence,” she added. 

Meanwhile, Richard Shaw and Jeremy Hogg, executive creative directors at Howatson+Company, added, “Since day one, Rebecca and the Domain team have spoken of their ambition for the business and the brand — you can see that ambition in this first campaign. We couldn’t be more excited to launch ‘Know what we know’ for Domain and continue to build the platform together.”

The campaign includes TV, Online, OOH, Radio, Social and sponsorship of Allianz Stadium.

Kuala Lumpur, Malaysia – Global antiseptic brand Dettol, together with its creative agency, Kingdom Digital has recently launched its latest campaign in celebration of Malaysia’s National Day.

Produced by Imagineers Film, Dettol and Kingdom Digital’s campaign film aims to celebrate firefighters and the one common legacy they share, which is to protect at all costs.

The film, titled ‘A New Legacy to Protect’,  features TPgB Syed Shahril Anuar, the station chief of the Subang Jaya Fire Station, as he shares how his late father inspired him to become the person he is today and to carry on the legacy his father began.

Tiffany Tang, the marketing director of health and hygiene at Dettol Malaysia, said, “Dettol exists to protect lives by reducing the burden of illness because keeping people healthy and safe is at the forefront of our minds. It is our mission to inculcate good hygiene habits to break the chain of infection through trusted science and innovative developments. Protection is more than action. Rather, a legacy we all share for generations.”

Meanwhile, Edmund Lou, head of strategy at Kingdom Digital, said, “Frontliners have been and will always be at the forefront of protection. Then there are the firefighters, the least celebrated frontliners. And to meet a firefighter with a strong heritage and meaningful legacy was truly an unexpected blessing.”

Singapore – To encourage Singpass users to protect their digital identity and prevent it from falling into the wrong hands, GovTech has released a new campaign through a catchy song number alongside global content company distillery.

The song, titled ‘Be Sure, Be Secure’, combines rap vocals, soulful notes and a big K-pop inspired chorus dedicated to reach a broad audience across different demographics.

Moreover, the messages in the campaign include a series of security tips to protect one’s account – from always checking if text messages sent by Singpass are legitimate, to calling a 24-hour scam reporting hotline if they suspect that their Singpass has been compromised.

Said music video was delivered in partnership with production company Little Red Ants, and will run across various digital channels from late August 2023.

Simon Hearn, managing director at distillery, said, “Data security online is a very real global problem, and the news is flooded with stories on scams on an almost daily basis. For the ‘Be Sure. Be Secure.’ campaign, we knew we needed to find a balance between communicating a serious message and producing a standout creative that would entertain and resonate with viewers.”

He added, “It’s both an individual and collective responsibility to protect our personal data and digital identities, so we really hope this campaign will raise awareness for people to be vigilant when performing digital transactions.”

Meanwhile, Guilet Libby, creative director at distillery, commented, “Singapore is known for its music video campaigns, the challenge lies in setting yourself apart from the other chart-toppers. Our mission for this campaign was clear: to carve a distinctive look and feel that would set us apart from what people are normally used to. Our aim? To fuse a resonant message with a creative concept that seamlessly takes viewers on a musical journey. And the magic ingredient? Ensuring it strikes a chord with people of every generation.”

Malaysia – Tasked with redefining KFC Malaysia’s brand proposition in conjunction with its 50th Anniversary in 2023, global brand and customer experience agency VMLY&R created ‘Kentucky Town’, an immersive experience for customers and fans of the restaurant chain. 

Located at the Sunway Pyramid blue concourse in Kuala Lumpur, Kentucky Town was open to the public from July 4 to July 10, 2023. In partnership with KFC, VMLY&R planned and executed on-ground activations and communications around the event.

The program also coincided with International Fried Chicken Day on July 6 and was planned in the run-up to International Friendship Day on July 30. The creation of ‘Kentucky Town’ will also be leading to a series of additional events expected through the rest of the year.

Kentucky Town featured a secret menu, which included items such as ‘ Savours Cracklin  Gold Crunch’, ‘Korean Cheesy paper wrap’, ‘Samyang Buldak Double Down’, and more. The brand also collaborated with Malaysia’s cartoonist legend Ujang, and Pestle and Mortar, a popular, hype Malaysia streetwear brand to produce a curated streetwear collection called ‘Aku Budak Kepci’.

Using VMLY&R’s proprietary Intel Lab to gather data on KFC Malaysia’s next generation of consumers, the agency focused on Gen Z’s values of seeking genuine connections and trendy experiences that allow them to feel part of the group.  Based on this, the program featured activities such as an AR friendship tunnel, a virtual friendship mirror, a friendship tub photo space, and Kentucky Town Cooks motion capture game. Friendship-themed games were also hosted for the duration of the event, and International Fried Chicken Day saw chicken giveaways.

Commenting on the event, Premnath Unnikrishnan, chief marketing officer of KFC Malaysia, said, “Unforgettable experiences are at the heart of Kentucky Town, with every aspect thoughtfully curated to leave a lasting impression on visitors. KFC aims to create an enduring memory that will entice them to return, time and again, for the exceptional dining experience the brand is known for.”

Meanwhile, Sean Lim, head of brand experiential and activation, VMLY&R Malaysia, commented, “We know that the youth need to experience and feel – to form a bond with the brand therefore we made their town, Kentucky Town a completely multi-sensorial activation, bringing many activities together for an ultimate experience. Super fresh, exciting work, and a fantastic collaboration with our client in bringing to life an end-to-end Brand and Customer Experience with youth at its heart!”

Bangkok, Thailand – To celebrate Mother’s Day in Thailand on August 12, KFC wanted moms across the country to have the much-needed break they deserve in its ‘Let Mom Rest’ Campaign via Wunderman Thompson Thailand, which recognizes  that a mother’s duty should not be hers to carry alone.

In the campaign, KFC Thailand and Wunderman Thompson invited partners and family members to take over household chores as well as caring for the family, and to appreciate everything that their moms do.

The campaign also kicked off a quirky collaboration with recognized Thai brands with the word ‘Mother’ in it to replace their names, resulting in brands being packaged as ‘Father’s Kitchen Oyster Sauce’, ‘Father’s Rice’ and ‘Father’s Boiled Bamboo’. 

These limited edition mother turned father brand products were bundled into a free, limited-edition KFC ‘Let Mom Rest’ customer gift set, offered at KFC Samyan Mitrtown on August 12 with every KFC All in One Bucket order.

Park Wannasiri, chief creative officer of Wunderman Thompson Thailand, said, “No one denies being a mother is one of the toughest, most overwhelming, and most exhausting jobs! People in Thailand really appreciate the long-term commitment of being a mother – and brands do too! Motherhood is even highlighted in many food, household, and children’s products here, for example, canned fish, oyster sauce, or diapers.”

Meanwhile, Sakechai Choomuenwai, general manager of YUM Restaurants International, also commented, “On a special occasion like this, KFC takes extra pride in paying attention to all mothers, as we intend to create a new, ongoing trend that sees house chores and childcare transcend beyond a mother’s duty.”

“We want our Thai families to recognize that a mother’s duty should not be hers alone to bear; and one day in the year should never be enough to show our appreciation. This must become common practice amongst households. Fathers, life partners and extended family members should be mindful of the roles we all play – so that everyone helps each other beneath the strain of life,” he added. 

Bangkok, Thailand – Online food and grocery delivery platform foodpanda and influencer hiring automation platform Tellscore have teamed up with the Tourism Authority of Thailand (TAT) to bring Thai soft power to the world as part of the ‘Amazing Thailand’ campaign. 

The ‘Amazing Thailand’ campaign brings together three renowned influencers of different nationalities and aims to invite travelers to discover Thailand’s upcountry charm with new itineraries while satisfying their taste buds with local Thai food and giving them easy access to daily essentials through the delivery service offered by the foodpanda app. 

The campaign aims to reaffirm Thailand’s status as one of the world’s top destinations. The collaboration will power the ‘Amazing Thailand’ campaign with the “Soft Power Tourism” concept that highlights tourism experiences based on the 5Fs of Thai soft power: food, film, fashion, fight, and festival. These areas of focus are being promoted along with enhancements to the country’s offerings in wellness, ecological, and sustainable tourism. 

Moreover, fresh and engaging perspectives will be presented to underline Thailand as a top world destination, whereas collaboration will be expanded to more partners who can make an impact on international target audiences.

The ‘Amazing Thailand’ campaign activity, joined by foodpanda, was a cultural trip held in Chiang Rai. With TAT’s curated trip, the influencers were brought to experience the Thai way of life, including appreciation of Thai sculpture at the White Temple, a culinary experience in local cooking, rice and vegetable harvesting at Ahsa Farmstay, an excursion on the nature trail of Doi Pha Mee, and the opportunity to observe the lives of elephants kept in natural surroundings.

foodpanda and Tellscore engaged three famous influencers of three different cultures: loktitha, a foreign influencer captivated by the Thai way of life; egendd, a highly acclaimed Asian influencer; and peeweebkk, also known as “Pee Wee”, an influencer from Europe whose adoration for Thailand led to relocation to the country.

Foodpanda played a role in promoting Thailand’s local food by providing international influencers with an easy, quick, and convenient  way to enjoy local flavors from local restaurants through their delivery service. Furthermore, the delivery platform offers a way for the guests to satisfy their cravings from their home countries with its partner restaurants that serve international cuisine.

TAT’s collaboration with foodpanda and Tellscore in its ‘Amazing Thailand’ campaign will expectedly energize Thai tourism, placing it in the hearts and minds of travelers and resulting in greater income distribution to local communities.

Singapore – Singtel has launched a short film titled “From Mudflats to Smart Nation” to celebrate Singapore’s 58th National Day.

The 23-minute documentary celebrates the nation’s growth and success as a global economic hub and pays tribute to the 100th birth anniversary of Singapore’s founding prime minister, Mr. Lee Kuan Yew.

The film delves into Mr. Lee’s visionary ideas for the nation and commemorates his famous quote from 1965, where he envisioned transforming Singapore from humble mudflats into a thriving metropolis.

Mr. Yuen Kuan Moon, Singtel Group CEO, expressed his delight in supporting Singapore’s development over the decades, from pioneering satellite services and laying the first submarine cable to providing fiber and internet access to every household.

Further, Moon emphasized the critical role of telecoms and technology in ensuring better lives and livelihoods, especially evident during the recent global pandemic.

In a statement from Ms. Lian Pek, Singtel’s vice president of strategic communications and brand, she highlighted how Singapore’s economic success is intertwined with its clever use of telecoms and technology, allowing the city-state to leapfrog ahead of competitors and give its citizens a head start in nation-building.

Meanwhile, the film’s release is a crucial moment for Singapore, reflecting its growth and the pivotal role of technology in shaping its identity as a Smart Nation.