Tag: Marketing Campaign

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.

Kuala Lumpur, Malaysia – Premier lifestyle property developer Eastern & Oriental (E&O) has launched a new digital documentary series, which spotlights the diverse insights and perspectives of Malaysian thinkers, entrepreneurs, and artists who help rethink how people should live their lives.

The documentary series, titled ‘Human Living’, imagines the future of our cities through veritable topics such as ‘Social & Cultural Capital’, ‘15-Minute City’, and ‘Secondary City Boom’. 

It will also feature E&O’s developments from Conlay and The Peak in Kuala Lumpur, to Avira in Medini Iskandar, Johor, and The Meg and Arica on the much-anticipated prime reclaimed island, Andaman in Penang.

The first episode, which is currently out, invites viewers to delve into what makes cities rich in culture, such as Penang, Kuala Lumpur, and Johor, desirable destinations for ‘Social & Cultural Capital’ and what draws the creative class to live in these cities. Other episodes will feature how the shift to work-from-home modalities has opened up new possibilities for homebuyers looking to live outside of the big city and into properties that are larger and closer to nature, yet still affordable for a better quality of life.

Emily Teh, director of project and property investments at E&O Group, said that with over 20 years of experience in creating notable addresses in Penang, Kuala Lumpur and Johor, they are proud to see the evolution of their sophisticated clientele. 

“Today’s homebuyer is urbane, they are thinking beyond themselves and their families, considering their role in a community–from cradle to care, to how their neighbourhood can enhance their quality of life from a safety, convenience, health and mental wellbeing standpoints. Most importantly, they are looking to navigate in and out of work and play seamlessly to fully enjoy every second of life,” Teh said.

Australia – Promoting breaks for more than 65 years, popular chocolate brand KitKat has taken the opportunity to follow their own advice and let AI make their latest campaign so they could ‘have a break’.

Some appropriately generic briefs like ‘Write a KitKat ad the way Gen Z speaks’, ‘Write a KitKat ad about gamers’ and ‘Write a KitKat ad about the latest trends’ were used for the campaign. The generated scripts were used to prompt an image generator, resulting in some ‘almost ok’ images and AI voice.

João Braga, CCO at Wunderman Thompson, commented on the campaign, “AI is revolutionising our industry and beyond, but the reality is not every brand has something relevant (or fun) to say on that space.”

He added, “KitKat has breaks, and AI gives us more of those. So we thought we’d have a crack at it ourselves and poke a bit of fun at AI – while we can.”

Meanwhile, Nestlé’s Head of Marketing Confectionary, Melanie Chen, said, “We’re all for creating more opportunities to ‘have a break’, so when Wunderman Thompson asked us if we could let AI generate our next round of advertising content, we couldn’t pass it up.”

Chen, however, added that AI won’t replace jobs in the advertising industry any time soon without some real ‘watch-outs’.

The campaign is now live with 30’, 15’ and 6’ social and digital video, and 30’ audio and podcasts.

This follows KitKat’s interactive campaign on Instagram last year called the ‘Blink Break’, where consumers were encouraged to have a break and go head-to-head in an AI-powered staring contest.

Singapore – As part of its April Fools Day campaign, condom brand Durex in Singapore has unveiled its ‘Happiest Meal’, encouraging its consumers to ‘dig in’.

Known for their April Fools antics, Durex continues to be revered by social media users following their April Fools prank from 2018 where they rolled out different flavours such as Durex Smoked Sausage and Durex Mala HotPot in 2019. This year, the brand took a step further by introducing real food in a box.

The said meal included nuggets, fries and an ‘Invisible’ drink — which incorporated the brand’s products, ‘Invisible Extra Sensitive’, ‘Fetherlite’, and ‘Real Feel’, amongst others. 

‘Happiest Meal’ was also made available for one day only on April 1 at the Guardian Marina Bay Sands and Watsons Bugis Junction in Singapore.

India – In a tribute to the large network of roads and highways of India, storage battery manufacturing company Exide has launched a new campaign to pay tribute to the various journeys in one of the largest countries in the world through various folk art styles and sounds that are being used across India.

The campaign, conceptualised by Wunderman Thompson India, set out to use traditional artforms like Gond, Kalamkari, Thangka, Pithora, Patachitra, Ganjifa, Kalighat, Madhubani, Bastar, Miniature Painting, Bhil, Pichwai, Chittara, Warli, Kurmli Sohrai and a lot more to be used for the animation of the ad.

Moreover, the soundtrack of the ad also takes cues from instruments intrinsic to India, like the Ravanhatta, Carnatic Mandolin, Dotara, Rabab, Tumbi Tanpura, Kanjeera, Tasha, Dhol, Dholak and Tabla.

Commenting on the campaign, Uttio Majumdar, chief marketing officer at Exide, said, “For an iconic brand like Exide that can truly claim a national presence and recognition, any piece of creative paying a tribute to it must also be as epic. The ‘Moving Canvas’ does that and shows how an iconic battery brand unites us and is behind millions of journeys across this massive country.”

Meanwhile, Senthil Kumar, chief creative officer at Wunderman Thompson India, commented, “It was time to bring alive the purpose of the brand that moves our nation in the most seamless narrative ever. The ‘Moving Canvas’ is a testament to how creativity can beautifully bring together culture and craft to celebrate the world’s most diverse country in every frame. Kudos to Uttio and the wonderful marketing team at Exide for choosing to amplify the brand expression through animation.”

Lastly, Arjun Mukherjee, senior ECD, and vice president at Wunderman Thompson Kolkata stated, “When we started this journey, the goal was that for an iconic brand like Exide, whatever we create must also be epic. This 2 minute [and] 5 seconds film that you see is actually 9 months and 12 days of our lives and is an ultimate tribute to the artists and artisans of India.” 

Manila, Philippines – With companies actively doing background checks when hiring someone, viewing someone’s social media can get confusing for employers. With some potential applicants still hiding under anonymity, employers often have less transparency to look into as to what type of individual their next employee is.

And that is exactly what the latest ads from JobStreet Philippines show: instead of relying on social media for hiring, companies can get ‘real talent’ by visiting the JobStreet platform.

The ads, conceptualised by local creative agency GIGIL, feature a series of hilarious situations when an employer interviews someone from social media. Instead of a real person, they interview a fictional character, an avatar, or even the whole family of the applicant.

For Soleil Badenhop, associate creative director at GIGIL, humour has been an integral part of most of their campaigns, even for a formal brand such as JobStreet.

“Hiring can be really taxing for HR managers. We wanted to come up with content that would break the monotony and entertain them, get their attention while getting the message across clearly,” Badenhop said in an exclusive statement to MARKETECH APAC.

When asked how GIGIL came up with the idea for these ads, she said that while the brief for the ad was to simply market the service for free to HR managers, they wanted to dig deeper into the insights from HR managers to conceptualise the ads.

“We dug deep for true insight and found that HR managers still hire largely on social media simply because the Philippines is still the social media capital of the world. The funny thing about hiring on social media is, you don’t know whom you’re talking to because most profiles use cartoon pictures, avatars, group pictures, and fictional characters. By showing the reality of hiring there, we were able to push JobStreet as the reliable yet free option for hirers,” Badenshop told MARKETECH APAC.

Meanwhile, Kim Martin Viray, country head of marketing at JobStreet Philippines told MARKETECH APAC that aside from promoting said service to HR managers, the overarching objective of the ads was about addressing unstructured hiring, particularly on social media, where it is prone to scams and fraud.

“We have seen ads with humour and lightness to engage better with Filipino audiences, especially on digital. Our ‘Hire With Real Talent for Free’ campaign is one of the first-ever hyperlocal ad creatives we’ve produced for JobStreet Philippines, fronting our employer franchise that is emotive and targets real situations of HR professionals when hiring on social media,” the company told MARKETECH APAC.

They added, “Specifically, the already-heavy and often stressful situation of an SME hirer and then only to get low-quality candidates. To resonate more with the target audience, we re-imagined that situation lightly and with humour while highlighting our key message on what JobStreet can deliver better.”

Singapore – Just months after the release of its ‘A Bolder Tomorrow’ campaign, Tiger Beer has launched a new campaign called ‘The Brewery, Uncaged’, which dramatises the beer’s brewing process centred around a retro-modernist theme.

The campaign, once again conceptualised by Publicis Groupe’s Le Pub, doubles down on the 80s nostalgia that is trending again amongst Gen Z. Bold, simple, sometimes over-the-top but also somewhat familiar, said campaign is steeped in cues from that iconic decade but with a modern layer to the styling and music.

Tiger Beer has also reinvented and modernised the classic ‘Eye of the Tiger’ track with a rap from Mega Ran, a globally-renowned DJ, rapper, and producer. Famous for fusing hip hop and gaming and for his endearing ‘nerdcore’ lyrics, Mega Ran’s songs have debuted on the Billboard Top 200.

For Sean O’Donnell, global brand director at Tiger Beer, the campaign perfectly dramatises the brand’s attitude towards perfecting the brew in the boldest possible way, with a reinvented soundtrack to match with it.

“Explaining what makes a great beer can be a generic and boring story that’s not very exciting for most consumers. But there is boldness rooted in Tiger Beer’s attitude – since 1932, we’ve been unstoppably bold, challenging the odds as a beer that was not supposed to exist in the tropics and is now a winner of global awards, conquering 60 markets and counting,” O’Donell said.

Meanwhile, Cyril Louis, executive creative director at LePub, commented, “From the first shot, it’s clear this is not a typical beer commercial; it’s all designed to entertain a new generation. A mix of styles takes elements of the past mixed with today’s culture to create something unique and entertaining while showcasing the Tiger brewing process, quality ingredients, and award winning credentials.” 

The campaign is part of the latest 360-degree credentials campaign from Tiger Beer, which will run in all Tiger markets globally across TV, print, digital and online channels. 

Taipei, Taiwan – Fast food chain McDonald’s and agency Leo Burnett Taiwan have teamed up to create donation wallpapers, which promotes a refreshing method to the customary practice amongst Taiwanese, where purchasing receipts are dropped in ‘donation boxes’. These receipts then benefit charities like that of McDonald’s Ronald McDonald House Charities (RMHC) as a major source of income. 

The campaign was launched as a digital alternative to the staple Uniform Invoice Lottery in Taiwan, which allows customers to get a ticket to enter the government’s Receipt Lottery, with prizes ranging from NT$200 to NT$10m. Said lottery uses physical receipts to enter, but with the rise of digital payments, they have all but disappeared, out of sight, and therefore out of mind.

To launch this campaign, McDonald’s and Leo Burnett Taiwan have tapped up-and-coming new media artists to create a series of downloadable wallpapers and inject an engaging twist to the routinary receipt donation. With 35 designs to choose from, every donation wallpaper includes a barcode, and when scanned at any cashier, the receipt is automatically donated to RMHC.

Donation Wallpapers can be scanned at retailers across Taiwan, making every transaction in any store an opportunity to donate to RMHC.

Jin Yang, creative partner at Leo Burnett Taiwan, said, “Gen Z can’t live without their phone, and the screen they see most of all is their mobile phone wallpaper. With this in mind, we came up with an idea that makes receipt donation impossible to ignore – every time someone wakes up their phone, it’s a reminder to do good.” 

Victoria, Australia – Egg brand Honest Eggs Co. has launched its new product, FitChix, the first-ever fitness trackers designed for chickens. The new innovation comes with an integrated campaign made in collaboration with marketing agency VMLY&R, which is designed to show people how free and healthy the brands’ chickens really are.

For the campaign, VMLY&R collaborated with creative collective Airbag to create ergonomic, chicken-friendly fitness trackers that don’t impose on day-to-day life and behaviour. The new tool measures step counts, which are printed onto the eggs that Australians buy at the supermarket.

“Honest Eggs Co. is on a mission to change egg farming for the better. We launched FitChix to help monitor the health of our chooks and to continue to bring attention to why regenerative farming is better for the hens, the egg, the land, the farmer and the community,” said Honest Eggs Co. General Manager Roger Boyd.

Jake Barrow, group executive creative director of VMLY&R also commented, “Right through from product, to campaign, to transaction point, FitChix is an innovation that delivers irrefutable proof that the chickens at Honest Eggs farms live a free and healthy life. So, make sure your next carbonara is an Honest one!”

Charmaine Griffith, growth director VMLY&R, also said that Honest Eggs Co. aims to bring the promise of regenerative farming front and centre on supermarket shelves. “ As one of Australia’s foremost pioneers in this field, we’re proud to share their story,” she added.

FitChix will appear in OLV, OOH, Social and in-store to educate consumers on the importance of sustainable and regenerative farming practices.