Tag: Marketing Campaign

USA – In celebration of Hip Hop’s 50th anniversary, PepsiCo has announced both a partnership and an international campaign that honours and amplifies the legacy of The Notorious B.I.G, one of the genre’s most iconic artists.

Working closely with The Notorious B.I.G. estate and family members, Pepsi has planned a distinct and excitingly immersive campaign that will connect his unique personality, style, and lyrical flow with the sounds of today. 

Being a part of Pepsi’s ‘Thirsty For More’ campaign, the collaboration aims to bring Biggie’s music to life across disruptive virtual and physical experiences and celebrate him from street art across major cities worldwide to limited edition Pepsi MAX cans, all paying tribute to and elevating his influence on popular culture.

Ms. Voletta Wallace, Biggie’s mother and founder of the Christopher Wallace Memorial Foundation, said, “As we celebrate the 50th Anniversary of Hip Hop and its cultural impact on our world, we’re excited to honour Christopher’s legacy and continue bringing his music to a new generation of fans. While his art is timeless, we’ve been working with Pepsi to commemorate my son’s artistry and connect his music with the sounds and artists of today. We hope fans will enjoy it as much as we do.”

Speaking on the collaboration, CJ Wallace, Biggie’s son and founder of lifestyle brand Frank White, mentioned, “My dad is synonymous with rap, and his influence is unmatched. Taking one of his most well-kept secret flows out of the vault and working directly with Pepsi, the brand he cites is pretty dope.”

Meanwhile, Gustavo Reyna, Senior Director Global Marketing at PepsiCo, commented, “In celebration of the 50th Anniversary of Hip Hop, an art form that has touched every corner of the world and evolved into one of the most significant drivers of popular culture, Pepsi is honoured to partner with The Notorious B.I.G. Estate to bring this unique encore of Biggie’s art and talent to a whole new generation of music fans in never-before-seen ways.” 

Tokyo – Global skincare brand SK-II has promised to unveil their skincare secrets through an exhibition entitled ‘THE SECRET KEY’, in line with celebrating and showcasing their exclusive ingredient known as ‘PITERA’.

Following last year’s celebration of PITERA at ‘World PITERA Day’ in Tokyo, Japan, SK-II  launched their “SK-II SECRET KEY HOUSE” physical art exhibition for July 29 and 30 as part of its World PITERA Month, a month-long transformational journey aiming to highlight PITERA.

The SK-II SECRET KEY HOUSE will be joined by some of the world’s biggest names in beauty, featuring exclusive appearances from SK-II’s global celebrity ambassadors including Japanese actress Haruka Ayase, award-winning Chinese actress Tang Wei, Mina of global girl group Twice and Chinese actress Qiu Tian.

Commenting on the campaign, Haruka Ayase said, “I am looking forward to unlocking new secrets about SK-II and PITERA™ at SK-II SECRET KEY HOUSE that even after more than 10 years with the brand I don’t know about. I’m always excited to discover more about PITERA™ and how it can transform skin to Crystal Clear.”

Mina from TWICE also expressed her excitement in joining the campaign as it marks the first time that she’ll be meeting and interacting with PITERA fans in-person as SK-II’s ambassador. “I can’t wait to share the story of my transformational skin journey – I might even include more secrets of my own,”she added. 

Meanwhile, Sue Kyung Lee, global CEO of SK-II, mentioned, “For the first time in SK-II’s history, we will be handing our consumers the keys to unlock the biggest, most closely guarded secrets behind SK-II and our iconic PITERA. We hope to continue inspiring women to choose their skin destiny by embarking on their own journey to unlock Crystal Clear Skin transformation with PITERA, The Secret Key.”

Sydney – As global beer brewing company Heineken celebrated its 150th birthday around the world, Heineken Australia marked the milestone by launching the ‘Celebrate Whatever You Call Us’ campaign, a local campaign that encouraged Aussies to creatively make up unofficial nicknames to label Heineken beer. 

The ad, created by Saatchi & Saatchi Australia, encourages Australians to invite their friends over for a Heineken and joke around about their favourite beer nicknames. The potential for their beer name to feature in Heineken’s national campaign, on digital billboards, or on beer taps in chosen hospitality establishments around the nation serves as the main motivation for engagement.

Heineken and Saatchi & Saatchi also called on Daniel Ricciardo, Australia’s very own eight-time F1 Grand Prix winner and racing driver, to assist in consumer interaction and inspire Aussies to get creative. Ricciardo parodies several beer nicknames by using a pun involving beer and recognizable places or people, such as Mt. Frothiuszko, Steve Brewscemi, and even his own nickname, Daniel Beerciardo.

Speaking about the campaign, Dino Bozzone, country manager at Heineken Australia, said, “Australians have such an enthusiastic passion for nicknaming everything, and yet, despite Heineken being one of the nation’s most popular beers to drink, we realised Aussies don’t really have an existing nickname for our brand. Rather than trying to force this, our local campaign centres around inserting Heineken into the existing category vernacular of beer nicknames.”

“It also insinuates that Heineken isn’t precious as a brand, as we’re open-minded about the way our consumers reference us, because this ultimately doesn’t matter. All that does is Aussies continue to celebrate with us down under! That’s a legacy Heineken wants to continue championing for the next 150 years, not just here in Australia, but in the remaining 191 countries where Heineken is sold around the world. We’re excited for Aussies to unleash their imagination and see what quirky, fun and original beer nicknames they can brew up,” he added. 

Sydney – Global equipment manufacturer New Holland has released its first ever nationwide campaign in collaboration with advertising agency Enigma, which has been in charge of their media presence since 2014.

The people-driven campaign, with the slogan ‘We grow through what you go through,’ shows how New Holland continuously benefits from their relationships with customers.

The campaign showcases the positive rural and community spirit and passion of New Holland in a 1-minute video depicting individuals who are resilient and committed, aiming to resonate with farmers and customers who appreciate New Holland’s dedicated quest to deliver top-tier products and exceptional service, every time.

New Holland’s campaign is also further amplified with the inclusion of outdoor installations such as bus sides and digital placements.

Matt Dawe, creative director at Enigma said, “Authenticity is a word that gets thrown around a fair bit in this game, but in this case, it couldn’t be more relevant. Everything from the genuine New Holland dealer and customer relationships through to the biting cold mornings were true and legit, and we couldn’t be happier to see it come to life so beautifully in this campaign.”

Meanwhile, Bruce Healy, general manager New Holland Australian & New Zealand, also commented, “We loved the idea as it clearly demonstrates how our team and dealers operate and collaborate. A hands-on approach, side by side with our customers, going through shared experiences. Showing that we aren’t just selling a piece of equipment, we’re delivering an end-to-end service experience.  We are looking forward to seeing the results.”

Manila, Philippines – Globe has launched its latest campaign, “Number Mo, Identity Mo,” urging consumers to prioritize SIM registration to safeguard themselves from online dangers.

The campaign aims to raise awareness about the significance of SIM registration in protecting one’s digital identity. The initiative adds a creative twist, emphasizing that a SIM is not just a number but an extension of one’s identity. By registering their SIMs, customers take a crucial step in safeguarding their digital identity from potential scams.

Yoly Crisanto, chief sustainability and corporate communications officer of Globe group emphasized the urgency of the issue and urged all Globe customers, including prepaid users, to register their SIMs before the deadline.

“Online safety is a pressing issue in today’s digital age. Through this unique initiative, we hope to drive home the point that our SIMs are a crucial part of our digital identity and must be protected,” said Crisanto.

Moreover, Globe’s SIM registration has been ongoing since December 2022, with various SIM registration drives conducted and will end by July 25. 

Further, the campaign features popular celebrities Kuya Kim Atienza and Kiray Celis, whose online identities were humorously “hacked” by talented stand-up comedians and improv artists impersonating them.

Meanwhile, registration can be conveniently done via the GlobeOne app, Globe’s SIM registration microsite, or the GCash app for fully verified GCash account holders.

In the fight against online scams, Globe stresses that collective efforts are essential, and compliance with SIM registration is a significant step towards ensuring a safer digital environment for all.

Taipei, Taiwan – Global fast food chain Burger King in Taiwan has tapped software-as-a-service (SaaS) company Appier to aid in its personalised marketing campaigns to boost local customer loyalty.

By leveraging Appier’s ‘AI Personalization Cloud’, Burger King Taiwan harnessed diverse creative modules to create engaging marketing campaigns, offering customers a unique and personalised experience.

Moreover, with Appier’s AI-powered personalised marketing platform, Burger King Taiwan was able to collect and analyse customers’ online behavior, including product pages browsed, and shopping cart items. This enabled Burger King Taiwan to execute targeted segmentation marketing campaigns based on detailed information about customer behaviour and preferences, allowing them to seize crucial moments of customer interactions.

Lastly, by integrating the ‘AI Personalization Cloud’ with the OpenWeather API, Burger King Taiwan can recommend products or promotional activities aligned with the local weather conditions in a user’s location. 

For instance, during warmer days, the platform will automatically recommend refreshing cold beverage promotions, while in the event of a high probability of rain, it will push delivery promotions. By offering customers the most suitable products or offers for their current situation, Burger King Taiwan was able to enhance customer loyalty even further.

Karin Jiang, marketing director at Burger King Taiwan, said, “Burger King Taiwan is committed to embracing new technologies and using creativity to drive sales. With AI data analysis and segmentation capabilities, we can develop personalised marketing strategies based on customer insights, delivering engaging and precise messages and offers to each customer, and seizing every communication touchpoint. Appier’s user-friendly solution, coupled with their proactive approach in proposing practical marketing strategies, has significantly enhanced our marketing endeavours.”

She added, “Looking ahead, Burger King Taiwan is excited to sustain our collaboration with Appier, planning more eye-catching and customer-centric marketing campaigns, fostering website interaction and conversions, and strengthening our customer loyalty relationships.”

Australia – Local underwear company Bonds has unveiled its latest campaign ‘The Never Ending Nappy’ to promote the launch of its new ‘Wonderbums’ reusable nappy in collaboration with Special Australia.

Disposable nappies are a thing of the past, as this new product from Bonds is something that can be used over and over again, as portrayed in the lighthearted 15 second film depicting the experience of changing nappies that parents can definitely relate to.

Brought to life by director Glenn Stewart, the film showcases a presumably sleep deprived Dad in the midst of a nappy change having the realisation that ‘Wonderbums’ can be used a lot of times and that he as well, would have to change nappies a lot of times too.

The campaign plays with the idea of the ‘never-ending nappy’ in multiple media channels with striking outdoor installations as well. Furthermore, organic content will be shared on social media platforms such as TikTok, Instagram, and Pinterest.

Kedda Ghazarian, marketing manager at Bonds says, “Our new Wonderbums reusable nappy launches us into a completely new category for Bonds – one that felt natural given our credibility in baby and focus on absorbency innovation. The campaign is a cheeky nod to the joys and realities of nappy changes and helps Aussie parents to navigate a new way forward – a comfier solution to help slow the flow of disposable nappies ending up in landfill.”

Meanwhile, Ryan Fitzgerald, executive creative director at Special Australia, commented, “No parent launches themselves into reusable nappies because they’re excited for the challenge—they’re doing it in service of the little bum they’re covering. And a nappy you can use over and over and over and over again is a nappy that you can feel good about.”

Singapore – A new employer brand for Changi Airport Group (CAG) has been unveiled in an effort to recruit talents for the airport groups. As part of the reinvented employer brand, CAG is looking for individuals who can work as a team in every area of the company, such as using technology and innovation to transform a lot of points into commendable experiences.

The brand video gives viewers a tour of CAG’s headquarters, airport terminals, and airside locations while showcasing the company’s new employer brand.

The CAG Innovation Team and the innovation champions from different operating units play a role in promoting an innovation culture inside the company. Over the past year, the Accelerator has worked with more than 70 project teams, utilising its technological skills to jointly develop solutions. These partnerships have generated efficiency and changes to the airport traveller experience.

Justina Tan, executive vice president for corporate, people and culture at Changi Airport Group, said, “As we celebrate Changi Airport Group’s 14th Anniversary, it is timely to embark on this journey of a brand refresh. Our new employer brand seeks to capture the spirit of innovation, creativity and magic. In our pursuit to be one of the most innovative companies in Singapore, it starts with inspiring our people to have a growth mindset, to constantly experiment and redefine the norms.  This is encapsulated in our new brand identity #IMCAG (‘I AM CAG’) which is a play on the word MAGIC, representing the magic of the work that our employees do every day.”

She added, “The aviation industry presents a bright outlook with prospects for growth. CAG’s diverse lines of business and enterprise-wide ambition for innovation means there are boundless opportunities. We are looking for talents who are passionate to play a part in innovating and shaping the future of aviation, working in the world’s most awarded airport.”

Singapore – Global technology company Lenovo has worked alongside Merkle, data-driven customer experience management (CXM) agency under Dentsu, for its landmark global campaign launch dedicated to its ‘ThinkStation’ product portfolio.

Featuring an emotive creative storytelling approach using a split-screen of strong visuals, the campaign depicts the creative process from inspiration to creation. At first glance the two images look similar – but upon closer look, they reveal the leap of imagination enabled by the Lenovo ThinkStation. 

The placement of the Lenovo ThinkStation product image and wordmark in the centre of the campaign visuals, symbolises the ThinkStation as the bridge between inspiration and creation.

The campaign begun its global rollout in April 2023, and will run for the year, as part of an ongoing three-year campaign. Markets include US, the UK and India markets. It will run on digital media, search, social, programmatic, content syndication, programmatic OOH and print media. 

Describing on the campaign launch, Carter Kersh, executive director for intelligent devices group commercial marketing at Lenovo, said that they needed a marketing campaign that’s customized for innovators’ needs and experiences across various industries. 

“To bring this launch to reality, we saw Merkle B2B as the ideal partner who understands the dynamics of the B2B market. They proposed an innovative, creative solution to make Lenovo workstations matter more, to the people who matter the most to us – our customers, and also demonstrated a deep understanding of our audience and developed a strong creative idea that is linked directly to customer needs. We are thrilled to share the most powerful Lenovo ThinkStations PX, P7 and P5 with our customers and to launch this exciting campaign and brand platform,” Kersh said.

Meanwhile, Farrokh Madon, chief creative officer for APAC at Merkle B2B, commented, “Think Anything Make Everything is a powerful platform idea that builds an emotional connection with creators. It positions the Lenovo ThinkStation as the perfect bridge between inspiration and creation. By doing so, it changes the category conversations that are usually about power and performance to a more empowering one of promise and possibility.”

Lastly, Darren O’Meara, business director for APAC at Merkle B2B, stated, “We know that the B2B industry is in a transformative era, our 2023 B2B super powers Index report highlighted how complexity and increased competition is being driven by customer demand, the B2B performance gap narrowing and the need for buyers to feel safe. While we build brand and establish Lenovo as a trust worthy partner we also need to continue to elevate the customer experience with the same brand message for their customers and partners across all stages of the customer journey to give them a competitive edge. We plan to continue this journey over the next three years.”

Singapore – As part of its 150th year anniversary of the iconic ‘501 jean’, global clothing brand Levi’s has rolled out a slew of local celebrations across various markets in Asia-Pacific, as well as in other global markets.

A large chunk of the local event activations in the Asia-Pacific region came from the markets in Southeast Asia, South Korea, and Greater China.

In Singapore, denim lovers and fans enjoyed exclusive early-access to an all-new 501® denim line-up, live performances by homegrown DJs Clammr and TINC, workshops by sustainability-focused creative studio FIN Crafted Goods, and live customisation by the iconic Levi’s® Tailor Shop.

Meanwhile, over at Thailand, the experience was held at the newly-renovated shopping hotspot Siam Square, complete with live customisation at the Levi’s® Tailor Shop and handicraft studio Craft Creator, and digital art recreating the stories behind each consumer’s own Levi’s® offering. Moreover, Levi’s was involved at Pattaya stop of global music festival Rolling Loud, as part of the brand’s global partnership with the music festival.

In South Korea, the experience was celebrated with an exclusive, invite-only event featuring the brand newest global ambassadors, K-Pop girl group NewJeans. The event included a product archive showcasing the 150-year history of the 501 jean, as well as a music concert with performances by NewJeans and local music artists BIG Naughty and Zior Park.

Over at the Greater China region, the experience was done through dedicated brand experience space inspired by the fusion of American denim and Chinese characters, with included an auction for limited edition 501 jeans. Moreover, Levi’s worked with art installation group L+L to launch branded art installations.

Nuholt Huisamen, senior vice president and managing director for East Asia-Pacific at Levi Strauss & Co., said, “Through the years, Levi’s® stands tall as the original pioneer of denim, blending quality craftsmanship, innovation, and timeless fashion. We’ve dressed icons, rebels, and innovators alike, making our mark on history. More than a pair of jeans; we are a symbol of self-expression and authenticity.”

He added, “From the rebellious ‘50s to the rockin’ 80s and beyond, Levi’s® has been a trusted companion on every adventure and the brand remains very much at the center of culture and top-of-mind for youths.”