Tag: Marketing Campaign

Singapore – Organic dairy producer Arla has released a new campaign for World Milk Day, which showcases an extraordinary story of what ‘goodness’ is included in their organic milk in terms of deliciousness and nutritional value.

The campaign, conceptualised alongside Kingdom Digital and Areka Studios, embodies Arla’s unwavering commitment to delivering goodness through its organic milk offerings. The ad also captures the essence of Arla’s sustainable farming practices and meticulous quality control, showcasing its dedication to upholding the highest standards of taste, nutrition, and sustainability.

In addition to showcasing a glimpse of the ‘from farm to table’ process, Arla seeks to encourage daily milk consumption by highlighting the numerous nutritional benefits that milk offers. 

Young Shu Hui, trade marketing manager for SEA distributor market at Arla Foods, said, “We firmly believe that small actions lead to immense impact. It is these precise actions that infuse true ‘goodness’ into our organic milk, elevating its flavour and irresistibility. Our Arla Organic milk is 100% European-certified and our farmers are working hard on making dairy more sustainable.”

Meanwhile, Mior Anwar and Neerishma Biaspal, members of the strategy team at Kingdom Digital, commented, “We discovered that many Singaporeans avoid drinking milk due to the fear of weight gain, largely due to an overestimation of the fat content in full cream milk.”

Manila, Philippines – As a predominantly Catholic country, most brands based in the Philippines still shy away from talking about gender inclusivity, fearing backlash from the conservative audience. With a growing LGBTQIA+ community in the country, how can brands use ads to fight alongside with these communities for inclusivity and equality?

This was the latest ad from global fast-food chain McDonald’s in the country, who recently launched a full-on campaign in celebration of Pride Month. The ad, conceptualised by TBWA\ Santiago Mangada Puno (TBWA\SMP), is a feel-good spot showcasing the brand’s commitment to promote gender equality in society.

The ad features a sweet story between a skater girl repeatedly passing thru a McDonald’s drive-through window: just to see her crush who works at the McDonald’s branch. Moreover, the ad–which has seen organic virality over the past few days–caught the attention of the masses as it featured an inclusive story between two women.

When asked about the creation of the ad, Adi Hernandez, corporate relations director at McDonald’s, shares, “Despite its rare representation locally, it was more important for us that who we are as a brand, which is a brand that welcomes all, is reflected in the stories that we share just like this one. Our commitment to diversity and gender inclusivity is an overall brand experience that we aim to improve from our employees and to our customers.”

Hernandez also added that the casting for the actors in the ad were made alongside TBWA\SMP to feature true members of the LGBTQIA+ community.

“No matter who you are, you are welcome and safe to come back here again and again – that’s what we wanted our audience to know. Which is why this is a part of a broader initiative of McDonald’s Philippines to show our commitment to ensuring we continue to be everyone’s happy place,” he added.

Singapore – Alila, the luxury hotel brand under Hyatt Hotels, has released a new campaign for Asia-Pacific, exploring various getaway destinations in the region through sensory soundscapes, allowing guests to experience them in an auditory manner.

The campaign, created by BBDO Singapore and Bali-based production house AVB Media Asia, starts with a film that looks to the world of ASMR to depict these getaways, capturing macro shots of Alila properties that merge a therapeutic trinity of sight, sound and touch. 

Moreover, the campaign extends its influence beyond the brand film, encompassing various touchpoints across social media, digital advertising, and the cosy confines of guest accommodations.

Shot across several locations – featuring Alila Ubud, Alila Villas Uluwatu, and Alila Kothaifaru Maldives – the film features awe-inspiring moments ranging from standing at the foot of roaring waterfalls and being blessed in a sacred cliff-top temple in Bali, to dipping into the mesmerising turquoise waters of Maldives. These picturesque sanctuaries in nature convey a vivid message: Alila properties provide transcendent spaces for all guests to reflect, breathe and restore. 

Carina Chorengel, senior vice president of commercial for Asia-Pacific of Hyatt, said, “More than ever, luxury travellers are seeking authentic and original experiences while embarking on a journey to restore the body, mind and spirit. At Alila, it isn’t just about going somewhere but how it touches you through those sublime moments that connect you more deeply to the destination that you’re in. With the ‘Transcend Your Journey’ campaign, we hope to spark wonder and inspire travellers to discover more with Alila hotels and resorts in Asia Pacific.” 

Meanwhile, Tay Guan Hin, creative chairman of BBDO Singapore, commented, “You need to experience Alila’s properties to believe it. To truly create an experience as though you are there, we created an immersive campaign steeped in ASMR-inspired shots that blend with serene yet majestic shots of Alila’s destination experiences that evoke authentic sounds and sights.”

Auckland, New Zealand – ANZ has teamed up with TBWA\NZ and Eleven NZ to launch an awareness campaign which uses screensavers to remind vulnerable people on the rise of financial scams recently.

The initiative combines the one thing all grandparents want – pictures of their grandchildren – with advice they need – tips to avoid getting scammed. Said initiative was launched after research revealed that over half of over 65-year-olds have experienced an actual, or attempted scam in the last 12 months.

Launching just in time for Mother’s Day, the programme calls on New Zealanders to take photos of their children holding up a sign with banking safely tips, before adding the photo to their grandparent’s devices as its wallpaper. The goal is to have families share banking safely advice while uploading a wallpaper that serves as a reminder about steps grandparents can take to avoid being scammed in a way that’s memorable and loved.

Ben Kelleher, managing director for personal banking at ANZ says, “Older adults are being disproportionately impacted by a range of online scams – they’re afraid of being scammed but aren’t always aware of what to do to stay safe. Only 29% of them are speaking to their families about their scamming incident, so we are hoping this initiative will help them to speak more freely about this subject and feel more at ease.”

Meanwhile, Shane Bradnick, chief creative officer at TBWA\NZ, commented, “Sometimes security advice can be dry, forgettable and in formats that may never reach the people that most need it. We all know someone who has been affected by a scam recently because they are so rife. So we wanted to find a way to have families teach their loved ones and ensure the most important banking safely information gets to those most vulnerable to these scammers.” 

Singapore – Popular scotch whisky brand Johnnie Walker has recently launched the ‘Walk Beyond’ brand platform, which aims at spotlighting the progressive blend of creative cultures born from the streets of Southeast Asia.

Conceptualised alongside Virtue APAC, ‘Walk Beyond’ places Johnnie Walker’s legendary brand philosophy of ‘Keep Walking’ inside culture, giving it fresh meaning, cultural credibility and relevance to a new generation of changemakers in Asia.

The platform will include a content series featuring unexpected collaborations between established cultural icons and up-and-coming trailblazers across Singapore, the Philippines and Vietnam. This brings together different communities to create new genres and champion new narratives to enrich street culture across Southeast Asia.

To launch this brand platform, Johnnie Walker and Virtue partnered with three local ‘Walkers’, each of them a cultural icon in their own right – Yung Raja, a Singaporean breakthrough dubbed Southeast Asia’s next avant-garde bilingual hip-hop artist; James Reid, an actor turned musician, artist, manager and entrepreneur innovating and changing the game of Original Pilipino Music (OPM); and 16Typh, a Vietnamese rapper and songwriter who has put Vietnamese rap on the global map. 

Lyndon Govender, marketing director for Diageo Southeast Asia said, “The Johnnie Walker philosophy, ‘Keep Walking’ stands for positivity, progress and resilience. The ‘Walk Beyond’ collabs are a tangible demonstration of that sentiment; a simple, yet powerful idea that brings together different changemakers to champion collective progress, uniting these authentic voices to empower a new generation.”

Meanwhile, Chris Gurney, group creative director at Virtue APAC, commented “‘Walk Beyond’ empowers and celebrates the voices of an emerging generation of multi-hyphenate artists who are transforming the region’s streets into a dynamic and diverse cultural melting pot. The collaboration between established icons and up-and-coming trailblazers creates a new narrative for self-expression, authenticity and progress that we believe will inspire and shape the future of street culture in Southeast Asia.”

‘Walk Beyond’ will be featured on VICE Media, which managed talent, the collaborative output and production for the campaign. In addition to the digital amplification, on the ground activations in Singapore, Philippines and Vietnam will bring the ‘Walk Beyond’ content series to life for consumers to experience the Johnnie Walker’s ‘Keep Walking’ spirit, with updates to come. 

Manila, Philippines – Almost a year after it was launched, local telco giant Globe has reintroduced its #MakeITSafePH campaign to continuously promote responsible and mindful online behaviour across the Philippines’ internet space.

The campaign was first launched in June 2022, which has then gained support from various stakeholders, including commercial partners, the academe, and lawmakers.

The campaign also reintroduces the microsite for the campaign, which includes the ‘Cyberbullying Glossary’, which collects common terms and emojis used in such acts alongside real anecdotes where these were perpetuated. Globe later turned these terms into digital and physical flashcards to bring parents’ learning offline, also partnering with external organisations to demonstrate how seemingly-harmless terms or emojis can be used against children.

Moreover, the telco also launched two digital films on social media to encourage visits to the website. The first film, ‘Parents Social Experiment’, showed how parents find it hard to decipher words and emojis that kids today use for cyberbullying, and how learning this novel language may help them better protect their children. The second film, ‘Off to School’, emphasised the impact of cyberbullying on children’s physical and mental health.

Lastly, Globe tapped KonsultaMD, its telemedicine platform that recognizes the need for digital and mental health. For a more holistic approach, the #MakeITSafePH site provides access to free mental health consultations via KonsultaMD for families who have experienced or are experiencing cyberbullying. 

Yoly Crisanto, chief sustainability and corporate communications officer at Globe Group, emphasised the importance of teaching online safety and responsibility to protect the youth’s mental health.

“The family serves as the ultimate safety net against cyberbullying. We want to equip parents and guardians with the necessary tools and knowledge to provide a safe and responsible online environment for their children. We hope to promote digital well-being among the youth by emphasising the crucial role of families in protecting young people from the harmful effects of cyberbullying,” she said.

Kuala Lumpur, Malaysia – In collaboration with agency TBWA\Malaysia, insurance company Tune Protect has launched its new campaign capturing the excitement of the Raya season while reminding travellers of the importance of being protected by motor insurance.

The ad featured Tune Protect’s Mascot, a pally, affectionate thumb named T.P. which served as a symbol of ease to access the digital ‘Motor Easy’ Insurance package. 

Throughout this execution, T.P. adds his own local twist to the traditional greeting of Selamat Hari Raya to express Selamat Cover Raya – a nod to the Tudung Saji, a practical, yet central item used to cover and protect food in every Malay household.

“As digital insurance becomes increasingly popular amongst the zillenials, Tune Protect’s Raya campaign affectionately captures the excitement and cheerful buzz in anticipation of family and friends coming together, positioning the brand as a favourite amongst this generation,” said Hui Tsin Yee, chief executive officer of TBWA\Malaysia.

Fazlee Sabbaruddin, deputy executive creative director of TBWA\Malaysia, also commented, “An essential connector for all Malaysians, especially throughout the Hari Raya festival is food, during large extended gatherings, food is always covered and protected by an everyday household item, the tudung saji.”

Sabbaruddin added, “In the context of the campaign by playfully swapping words, T.P.’s intent is to reinforce the importance of insurance cover to protect everyone as they make their journey this Hari Raya. Leveraging this emotion, while balancing the significance of being protected by insurance, our messaging broke the conventional standard insurance message with local allegory and vibrant quirky visuals.”

Rohit Nambiar, group chief executive officer of Tune Protect also said that the month-long campaign is part of the company’s ongoing efforts to educate and create awareness on the importance of road safety, and having the right insurance protection in the journeys back to their loved ones.

“Sending that message in a fun and quirky way through the campaign ties back to what we stand for as a brand and in tune with the joyous Hari Raya celebration,” Nambiar concluded.

Singapore – To commemorate the company’s 50th anniversary, FairPrice Group has penned down a love letter that honours the country’s frontliners, and how the company played a key role in securing the nation’s food supply through thick and thin in the midst of a pandemic.

The love letter, running under the company’s ‘Always, FairPrice’ campaign, was conceptualised by The Secret Little Agency (TSLA). The  love letter, which ran across all four languages of Singapore Press Holding’s main vernacular dailies, promises to safeguard its customers’ way of life in Singapore.

Alvin Neo, chief customer and marketing officer at FairPrice Group said that the campaign was developed at a time where Singapore is facing its highest rate of inflation in 14 years.

“Our love letter to all in Singapore aims to assure customers that through economic highs and lows, good times and tough ones; FPG will remain focused on moderating the cost of living by setting the benchmark for prices of daily staples, so as to keep food and essentials within reach and readily available. The word ‘always’ in ‘Always, FairPrice’ represents that long term commitment,” he added.

With its 50th anniversary celebrations, the public can also look forward to the launch of a nationwide ‘behind-the-scenes’ video quiz series which features real life stories of frontliners working around the clock to deliver daily essentials to all in Singapore.

Moreover, the brand campaign’s creative direction also features re-created miniatures of FairPrice Group employees visually representing every little effort that the FairPrice takes to ensure that it stays true to the promise of safeguarding the way of life, where essential products such as eggs take centre stage.

Mumbai, India – Godrej Interio, one of India’s leading furniture brands for in-home and institutional segments, has launched its new digital campaign to promote its ‘Summer Carnival’. 

Conceptualised and executed by SoCheers, an independent creative digital advertising agency, the 20-second film weaves a relatable and engaging narrative. The ad highlights Godrej Interio’s extensive range of furniture available at the sale, from sofas to beds, all at discounted prices. 

The film opens with a couple returning home to find children making a mess of things, leaving the mother in a state of panic. However, the film takes an unexpected turn, revealing that the father had asked the children to destroy the furniture so that he could replace it with new ones from Godrej Interio’s Summer Carnival sale. 

The campaign film, which went live on 9th May, leverages multiple digital and social media platforms like Facebook, Instagram, and YouTube. While the ad will be showcased primarily in Hindi, it has been further dubbed into Tamil and Telugu, Bengali, Kannada, and Malayalam to cater to regional audiences. 

Speaking about the campaign, Dr. Dev Sarkar, senior vice president (B2C), Godrej Interio, said, “With this campaign, our goal was to highlight the extensive range of products available at Godrej Interio’s Summer Carnival, from sofas to beds to many more, all at discounted prices.

Sarkar added, “The 20-second film seamlessly conveys this message while keeping the audience engaged throughout. Through this campaign, our primary objective is to expand our audience base and boost product sales. And, SoCheers’ expertise has successfully helped us in portraying our brand’s identity while keeping the entertainment element intact.”

Jitendra Hirawat, director of SoCheers Films, also said, “Our goal was to create an engaging and unique ad that showcases the furniture collection at the Godrej Interio summer carnival sale. We strategically used humour and storytelling in the 20-second film to capture the audience’s attention and convey the brand’s message effectively.”

He also added that the ‘clever and relatable’ scenario in the film gives the viewers a sneak peek of the products at discounted prices, further enhancing the objective of the campaign.

Georgia, United States – In collaboration with Jones Knowles Ritchie, Grey, VMLY&R, and Landor & Fitch, Minute Maid, one of the world’s largest juice brand, has launched its first-ever global rebrand anchored by a refreshed visual identity and global campaign.

‘Filled with Life™’, the brand’s first global marketing campaign, will feature the new look alongside messaging that invites consumers to ‘slow down and refresh’. The campaign will also feature an end-to-end experience that varies by market, including TV and digital out-of-home advertising, online video, social media content, and on-ground experiences. 

There will also be on-pack QR codes, which will direct its consumers to challenges, promotions, and other engaging content.

According to the release, the new visual identity is accompanied by a warm and lively colour palette inspired by the bright tones of fresh and ripe fruit. Moreover, the softer and more natural typeface aims to breathe new energy into the familiar Minute Maid expression paired with dynamic and asymmetric visuals.

“The brand is enjoyed by many worldwide, but the brand experience can vary depending on where you encounter it,” said Rapha Abreu, global vice president of design at The Coca-Cola Company. 

Abreu added, “We felt the Minute Maid family was due for an elevation to the icon it truly is. With this move, we are thinking about our brand holistically – developing a flexible global design system centered on what makes Minute Maid unique – and defining and evolving our distinctive assets so that they can be adopted locally to connect with consumers around the world.”

Katalin Czigler, global brand strategy director at Minute Maid also said, “We know from consumer research that drinking juice is about more than just the taste; it’s about hydration, nourishment, indulgence and more.”

She added, “The experience people get from drinking Minute Maid makes them feel good. Minute Maid wanted to bring that to life visually and in our communications worldwide. This perfectly reflects our brand mission to help anyone, anywhere and at any time, feel alive, which is needed now more than ever.”