Tag: Marketing Campaign

Hong Kong – As travel regains momentum, international airline Cathay Pacific has unveiled its campaign made with Publicis Groupe Hong Kong called ‘Let’s Get Moving ;P’, which gives a gentle wink to Hong Kongers’ unique quirk of keepsaking.

To inspire people to ‘get moving’ again, Cathay Pacific celebrates the ‘unshakable bond’ by using actual data taken from Cathay flights to unearth its most popular branded items – and making them the stars of its new campaign. 

“Our research showed that in Hong Kong, many people have some Cathay items tucked away somewhere. We found this encouraging and inspiring as we tend to keep mementos of those things we value and want to remember. So, we decided to build on this and ask all these keepsakes to come to life and encourage us all to ‘Let’s get moving’,” said Edward Bell, general manager, brand, insights, and marketing communications at Cathay Pacific. 

Meanwhile, Natalie Lam, chief creative officer, Publicis Groupe APAC and MEA, also commented, “There’s a deep bond between Cathay and Hong Kongers over all the trips taken in the past 70 years. Every pen, deck of cards, cup or eye mask we have at home brings us back to the fond memories of each trip.”

Lam added, “We love the idea of celebrating flying again with this universal truth, telling the story through the lens of these ‘keepsakes’ between the airline and its customers.” 

Some of Hong Kong’s most renowned influencers and celebrities are now coming clean about their favourite Cathay items, while on social channels, Cathay is inviting Hong Kongers to get their own hoarding stories off their chests.

The ‘Let’s Get Moving ;P’ campaign will run in Hong Kong throughout April and May.

Australia – Leggo’s, the Australian-made pasta sauce brand, has launched a new campaign via Wunderman Thompson Australia celebrating all the unique twists and spins Aussies have been adding to traditional Italian cuisine.

Titled ‘It’s How We Do Italian’, the campaign encourages the audiences to embrace all the creative ways Aussies do Italian, even if it means breaking spaghetti to fit in the pot.

“Our new campaign is all about celebrating the way Aussies do Italian,” said Katie Saunders, general manager – marketing at Simplot. 

She added, “Leggo’s celebrates experimentation and fun in the kitchen. We want people to feel empowered knowing that no matter how they do Italian or which ‘rule’ they’re ‘breaking’, we’ve got them covered with tasty, quality products.”

João Braga, chief creative officer at Wunderman Thompson in Australia, also commented, “It’s no secret we love to break the rules when it comes to Italian food, so Leggo’s is giving Aussies just that extra dose of encouragement to get out there and add more pineapple to their pizza, parmesan to their seafood pasta, and share their delicious inventions with the world.”

The campaign is launching across various platforms, including OOH, social media, television, Trade and POS.

United Kingdom – Despite the rising popularity of generative artificial intelligence (AI) models, it still generates an unrealistic view of everyday activities. In the specific topic of exercising, AI models generate images that depict unrealistic depictions of exercise benefits, often showing persons with extreme physiques.

In response to this, global sportswear brand ASICS has worked with creative agency GOLIN to launch an AI training programme to help teach AI that the real power of exercise is about transforming the mind.

The campaign tapped AI expert Omar Karim, to create the AI Training programme – a bank of images of real people enjoying exercise for the feeling, not aesthetics, combined with bespoke lines of code and AI prompts. Helping any AI system learn what exercise really looks like.

Moreover, ASICS is publicly calling on leading AI platforms to use the AI training programme to teach their AI tools what normal exercise looks and feels like – ending unrealistic and damaging depictions.

For Karim, while it is exciting that AI can be used in so many interesting ways, it is also extremely important that it’s taught to accurately represent the world and people around us. He added that as AI learns from years of content shared online, what we are looking at is today’s equivalent of airbrushing, only it’s being done automatically and without human judgement. 

“I’m really excited to be working with ASICS on this project and impressed by the action they’re taking. I hope this is just the start of brands looking to shape AI in a truly progressive way,” he said.

Alex Wood, executive creative director at Golin said, “AI’s warped understanding reflects what the online world teaches it – and us – about healthy exercise and bodies. Exercise elitism is everywhere, and it’s damaging. In response, we loved the idea of an exercise training program for something without a physical body – fuelled by more inclusive, happier and realistic exercise images. The results prove that the training program works – we now hope AI companies start using it to shape the future.”

Meanwhile, Gary Raucher, EVP for ASICS EMEA, commented, “At ASICS, we’ve always believed in the benefit of exercise, not just on the body, but also on the mind. And in today’s society, we know the uplifting power of exercise is needed more than ever. When we discovered that popular AI image-generating tools were creating unrealistic depictions of people who exercised, demotivating people to the point of exclusion from exercise, we were compelled to take action.”

The public has a key role to play too in this campaign as ASICS is inviting the public to share an image of themselves exercising on social with the hashtag #TrainingAI and tagging them on social media. After confirmation, each image will be added to the bank and used to train their AI. 

Bangkok, Thailand – Most of us, especially the younger generation, are guilty of not noticing our parents or loved ones. While some would reason they are busy with their own lives, others are actually busy being immersed in the chaos of social media. With that, how can parents and other loved ones reconnect with the younglings?

In a campaign that merges both humour and emotional heartstrings, local chicken chain Five Star Chicken has teamed up with creative agency BBDO Bangkok to launch a visually quirky and heartwarming campaign that will make you rethink your social media habits.

The campaign saw three famous Thai TikTokers have their accounts taken over by each other’s adorable parents and grandparents, who transformed into travel vloggers, mini soap opera stars, and even Na’vi aliens from the movie ‘Avatar’.

Their mission? To slide into their own children’s and grandchildren’s private messages and convince them to come home and share a precious meal with them.

The ad film is directed by one of Thailand’s top commercial directors, Teeraphol Suneta, also known as Aei from Suneta House. It was released just in time for the Thai national long holiday, Songkran, when many Thais visit their hometowns to reunite with family.

Thasorn Boonyanate, chief creative officer of BBDO Bangkok, said, “For over 37 years, Five Star Chicken has been all about serving up delicious food that brings families together. With this campaign, we took it a step further by finding a creative way to grab the attention of the younger generation and encourage them to reconnect with their loved old ones over a shared meal.”

Hong Kong – The South China Morning Post (SCMP), the Hong Kong-headquartered news company, has unveiled its Readers of SCMP Campaign, which tells the international story of Hong Kong through the lens of six readers from different walks of life who exemplify the defining qualities of the Post’s audience base. 

The campaign spotlights the message that great journeys start with ‘anyone, anywhere, at any time’ by featuring the vignettes of six readers whose profiles epitomize the international story of Hong Kong in their ‘moments of creation’.

The six personalities featured in the Readers of SCMP Campaign are Allan Zeman, chairman of LKF Group; May Chow, chef and founder of Little Bao; Steven Lam, co-founder and CEO of GoGoX; Shalini Mahtani, founder of The Zubin Foundation, Gregory Van, co-founder and CEO of Endowus; and Anson Chan, a student at Island School.

According to the release, they represent the Post’s reader archetypes, as represented by makers, leaders, pioneers, innovators, and visionaries. The vignettes are a celebration of the social, cultural and economic influence these archetypes wield.

“The first brand initiative of our 120th anniversary, this Readers of SCMP campaign celebrates the entrepreneurial community of Hong Kong which has been with the Post every step of the way since day one,” said Kevin Huang, chief operating officer of SCMP. 

He added, “We connect partners to quality Asian affluent and influential business decision maker audiences. Our culturally relevant content and events drive connection and consideration, and our first party data platform and brand safety tools deliver impact through insights and context.”

Paul Phillips, strategy and insights director at SCMP said that the campaign was conceived as a result of findings by in-house market research conducted in January 2023, revealing SCMP’s leading and nuanced market share in quality, affluent and influential readership.

“With this campaign, we are celebrating our readers who are shaping our world. They are the makers, leaders, pioneers, innovators and visionaries of today and tomorrow,” he added.

Previously, SCMP has also released its campaign that showcases journalism as more than the sum of its parts, titled ‘More than a story’.

Kuala Lumpur, Malaysia – In collaboration with Mediabrands Content Studio (MBCS), the media-fuelled creative content practice within the IPG Mediabrands network, Malaysian oil and gas company PETRONAS has unveiled its new festive short film for Raya.

Titled ‘Dilema Irama (The Rhythm Dilemma)’, the film sees friction ensue between a man, Gambus, a traditional Malay musician, and his son Nadim, a musician of modern-day genres. 

When Nadim reluctantly agrees to play the gambus (a lute-type traditional Malay instrument) for his father’s traditional music group, their artistic differences lead to deeply hurt feelings and a conflict of generations.

“In planning for this film, we took a deep look into our local culture to explore different heritage elements that need to be preserved. The traditional arts are slowly diminishing, as interest wanes with each generation, with most moving on to modern instruments and art execution for mass appeal,” said Ahmad Nazril Ibrahim, executive creative director at MBCS.

Ibrahim also mentioned that the film was an opportunity for them to showcase the gambus, a special instrument that is native to the state of Johor, as a juxtaposition of traditional versus modern music

“The sentiment has been very encouraging, with viewers requesting the songs for their Raya playlists. We hope this brings renewed interest in traditional music as we find new spaces to appreciate and preserve our culture, not just over Raya,” he added.

The film anchors on PETRONAS’ festive theme of the year, ‘Roots of Our Future’ which highlights and embeds the richness of heritage, customs and culture into all the festive films of 2023.

Alongside the film, three songs featured within have been released separately, with the soundtrack playlist for Dilema Irama available on various audio channels. ‘Dilema Irama’ can also be viewed on PETRONAS’ official social media channels.

Jakarta, Indonesia – While many families spend their Ramadan together, there are also people who are unable to make it home due to school and work opportunities. As a result, many are becoming more lonely, as they miss out on the celebrations as well as a taste of home cooking.

To spread the warmth and joy of Ramadan, Heinz ABC has launched a campaign alongside Food Bank of Indonesia, Alfamart, Tokopedia, Aqua, Grab and Aladin has created #ABCDapurBersamaIbu (‘Kitchen with Mom’) – a uniquely designed open kitchen that serves meals made by the moms of Indonesia.

As part of the campaign, an ad by Leo Burnette Indonesia was also released, depicting a hard-working man unable to make home during the Ramadan due to his work as a construction worker. He is then seen falling in line at the campaign’s kitchen, and now he is able to celebrate Ramadan with some mom–cooked meal.

The ‘#ABCDapurBersamaIbu’ movement has been running since 23 March and will finish on 19 April 2023, involving more than 800 members of the moms’ community through 133 community kitchens, including 35 food stalls, to prepare and distribute 125,000 mom-made meals for Sahur and Iftar to various vulnerable groups in society.

Susanne Migchels, marketing and R&D director at Kraft Heinz Indonesia, said, “As part of the company’s global purpose ‘Let’s Make Life Delicious’, we are committed not only to providing the best delicious products but also to instilling the value of goodness in everyday life. ABC has been around for over 47 years to accompany Indonesian families with programs embodying goodness and togetherness.” 

She added, “We hope that this year’s #ABCDapurBersamaIbu movement can further remind us of the power of a mother’s kindness value and together continue the same kindness for a bigger impact.”

Meanwhile, Netra Natrajan, associate creative director at Leo Burnett Indonesia, commented, “At the heart of every Ramadhan are the meals that moms make. And it’s a universal truth that missing out on this meal is one of the things that drives that feeling of homesickness. The foundation on which this campaign was conceptualised was us thinking, ‘What if we could do just a little bit to drive away that homesickness?’ and it found a manifestation of its own in ABC Dapur Bersama Ibu.”

Bengaluru, India – E-commerce marketplace Flipkart has launched a new advertisement alongside popular cricketer Shikhar Dhawan to invite viewers to move on from their old television sets into new ones for the optimal cricket viewing experience.

While focusing on promoting attractive offers on large-screen TVs through sellers during the ongoing cricket season, the campaign also encourages consumers to upgrade or exchange their old TVs for a better viewing experience. 

With Shikhar Dhawan as the protagonist, the campaign aims to reach out to consumers who are considering upgrading their TV sets, as well as those gearing up to enjoy the cricketing season.

Speaking about the campaign, Jagjeet Harode, vice president of large appliances at Flipkart, expressed his excitement about the new ad campaign, stating that the television segment has rapidly evolved in recent years, and Flipkart is committed to providing access to a wide selection of smart TVs from various brands to meet the changing needs of customers. 

“We are delighted to collaborate with ace cricketer Shikhar Dhawan to bring the best of the cricket season to our customers’ homes. With this association, we expect to bring a fresh wave of engagement with viewers, making it an ideal time to upgrade with Flipkart – adding a new dimension of excitement and entertainment to the lives of our customers,” Harode said.

Meanwhile, Dhawan commented, “Flipkart is providing access to attractive offers and exchange deals on the widest range of TV brands. I am thrilled to be associated with Flipkart’s TV sale campaign. With their wide range of TV brands and attractive offers, cricket fans can now enjoy a truly immersive viewing experience from the comfort of their homes. So, upgrade your existing TV with a new one because it’s time to move on.”

Kuala Lumpur, Malaysia – In conjunction with the upcoming Raya season, personal care brand Safi has unveiled its ‘Vass-tacular’ (spectacular) brand film, crafted by the media-fuelled creative content practice within the IPG Mediabrands network, Mediabrands Content Studio (MBCS).

The #SafiRayaSupaVass campaign is anchored on the viral ‘Vass’ catchphrase that translates to looking and feeling spectacular, glamourous, and fabulous, which took the Malaysian female community by storm. This Raya, Safi has transformed Vass into a call of empowerment for women to go all out to embrace their beauty, with the ‘magical touch’ of Safi’s hair care product Shayla SUPA. 

The campaign comes to life in the form of an epic musical titled “Jodoh Syafideralla”, based on the well-known tale of Cinderella, featuring a stellar cast of celebrities such as ongoing Safi ambassador Aniq Suhair, local celebrity Kilafairy, and upcoming content creator Sofea Shaheera who is well known amongst Gen Z’s.

“It truly warms the heart to see our Muslim friends go all out this year in their Raya celebration preparations. As the agency that builds product relevance and resonance with audiences, we wanted to make sure that Safi Shayla Supa would be able to rise on this wave of vass fabulousness, and we have succeeded in doing so with this Raya musical extravaganza,” said Lyndy Tan, associate creative director of MBCS.

Saki Goh, senior general manager of marketing at Wipro Unza also said, “The Raya festivities have been long-awaited, and we have always strived to make our Safi Raya film one of the most anticipated of the season.”

She also added that the MBCS team has captured this first introduction of Shayla SUPA in a ‘catchy, creative and truly vass’ manner in order for the brand to emotionally connect with its female audience.

The #SafiRayaSupaVass: Jodoh Syafideralla is now live on Safi’s official social media channels.

Australia – Reviving its tradition of epic ad campaigns with an unashamed tribute to the pub, Australian beer brand Carlton Draught has unveiled its new campaign called ‘Long Live the Keg’.

The new campaign, developed by its creative agency of record, Clemenger BBDO, builds on Carlton Draught’s iconic brand platform, Made From Beer. Featuring bagpipes, a choir, the Carlton Draught Beer Brigade and even cannon fire, the hero spot highlighted the pomp and pageantry befitting the ‘end of a keg’s life’.

“Carlton Draught is one Australia’s most iconic and loved beers. It’s a true reflection of Aussie culture – always having a laugh and not taking yourself too seriously. This is an important moment in time for Carlton Draught as we build on the momentum of last year and ride the renaissance that classic beer is experiencing in the market,” said Nicole McMillan, general manager of marketing at Carlton & United Breweries.

She added, “Our proud tradition of brewery-fresh beer dates back to 1864 when the first batch of Carlton was delivered to pubs by the same Clydesdales that grace our taps today. This ad is for everyone who cherishes the pub, and we want it to help get people back to their local. Pubs are in our DNA, and we’re proud to support them.”

Jim Curtis, chief creative officer at Clemenger BBDO also said that they used the relatable moment of waiting for a new keg to be hooked up to poke fun at the ‘ridiculous amount of pomp and ceremony in the world’.

“Sure, the CFO at CUB might not be happy with us changing every single Carlton Draught keg in the country with a 60-strong crew of ceremonial guards, choir and canons. But great marketing always treats the product with reverence and Carlton Draught never disappoints in this area,” he added.

The campaign will be live across TV, OOH, digital, PR, and AFL sponsorship.