Tag: Marketing Campaign

Singapore – As part of its campaign to celebrate music versatility, HEINEKEN has officially kicked off its ‘Refresh Your Music, Refresh Your Nights’ campaign in Asia with two concerts done in Malaysia and Vietnam. 

Launched Asia-wide, the campaign was developed by Le Pub, BBH Singapore, Leo Burnett Vietnam and Leo Burnett Malaysia, while Iris Singapore led the regional PR and influencer strategy.

Both concerts featured the world-famous electropop duo, The Chainsmokers, as well as local artists from both countries. Over 85,000 music fans attended the concerts in support of the featured artists.

The Malaysia leg of the concert was held on December 9 with homegrown artists Yunohoo and NYK, while the Vietnam stop was held the day after, featuring artists Thu Minh and Karik.

Prior to the concert series, HEINEKEN encouraged fans to vote for their favourite renditions of The Chainsmokers’ hit songs created by the local artists.

According to Rajeev Sathyesh, HEINEKEN’s brand director for APAC, the campaign was targeted at echoing HEINEKEN’s belief that life tastes better with an open mind, regardless of social situations or music preferences. 

“The fans’ incredible energy and willingness to break out of their music bubbles affirmed our belief that music does transcend all boundaries,” he added.

Heineken has also previously released a global campaign to promote work balance while enjoying a cold bottle of beer.

India – National steel company ArcelorMittal Nippon Steel India (AM/NS India) has recently launched a new campaign called ‘Reimagineering’ which fuses reimagination and engineering–two key levers that will shape India’s growth and development over the next several decades.

Conceptualised alongside dentsu India’s iProspect, the campaign’s objective is to raise awareness and build imagery of a global new-age steel manufacturer committed to creating a brand-new future for the industry, people, and the planet. iProspect India has created a multi-media campaign architecture with an aim to accelerate the brand’s key vision in the market.

In addition, the campaign covers key touchpoints such as television with dominance in the news genre and front jackets in leading English and vernacular dailies to drive credibility. As a result, AM/NS India is associated with the ongoing FIFA World Cup as one of the digital sponsors.

Speaking on the campaign, Bibek Chattopadhyay, head of communications at ArcelorMittal Nippon Steel India said, “We embarked on a journey almost a year back to craft the corporate identity and design for AM/NS India – a venture between ArcelorMittal and Nippon Steel, two of the most valued brands in the metal and mining space worldwide.” 

He added, “With the 360-degree campaign, entailing media formats, we unveil a Young, Dynamic, Smart, Thoughtful, and Global architecture that elevates the brand presentation. Reimagineering – one world that eloquently puts forth our ambitions for the market we are privileged to serve – is rudimentary to our concept and reflects our brand philosophy, ‘Smarter Steels, Brighter Futures’.”

Meanwhile, Vinod Thadani, CEO of iProspect and chief digital growth officer at dentsu Media commented, “We are extremely proud to be part of this amazing campaign. The beauty of the campaign is in synchronisation of 6 very impactful KVs, a powerful and visually delighted TVC with melodious background score and multiple format renditions across touchpoints.” 

He added, “We planned the campaign [in] such a way so that each touchpoint [complemented] each other to establish the core proposition of the brand. I am confident post this campaign, AM/NS brand awareness will be enhanced significantly.”

Singapore – Global logistics service provider J&T Express has appointed football star Lionel Messi as its first global brand ambassador.

According to J&T Express, the ambassadorship reflects the company’s commitment to continue benefiting the local communities and its efforts to bring technology-enabled solutions to customers in all its global markets through collaboration with local network partners, embodying Messi’s continuous commitment to improvement and collaborative attitude.

As part of the partnership, Messi will be promoting awareness of J&T Express not only as a prominent logistics provider but also as a one-stop e-commerce specialist across every touchpoint in the supply chain, and a champion and practitioner of the “better together” spirit.

The ambassadorship is also targeted at elevating the brand’s popularity and promoting J&T’s offerings. Messi’s addition to J&T Express also launches a series of social media and marketing campaigns under the theme of #JTBetterTogether, amongst other activations.

Rachel Liu, global branding director of J&T Express said, “We are honored and excited to collaborate with Lionel Messi as our global ambassador. He is a generational athlete whose work ethic, humility and dedication align with the values that we imbue at J&T Express.”

Liu added, “Through his grit and accomplishments, Messi is an inspiration to many. This resonates deeply with our values of building a caring, responsible and sustainable business.”

On partnering with J&T Express, Messi said, “J&T Express has made remarkable achievements since its launch. We share many similarities in our passion and determination to never stop improving. Just as the sport of football unites millions across the globe, J&T Express seeks to develop logistic solutions to connect its customers to the world. I look forward to being part of this journey.”

J&T Express has been making its brand more known globally through various initiatives, including its expansion in the UAE and Saudi Arabian market.

India – Writing instrument brand Pentonic has released a new film, demonstrating its product Pentonic GumStik. The ad was conceptualised alongside Wunderman Thompson Kolkata.

The film tells the story of a nerdy 10-year-old who loves Airplanes. He creates a model with a Pentonic GumStik and throws it in the air, which then embarks on an epic flight. The visual story is complemented by a unique sound design as it builds on the idea of kids using vocal effects while playing with toys. 

Deepak Jalan, managing director at Linc Pens, said, “Pentonic as a brand is designed to be unique. The GumStik is a transparent gum in unique black packaging and comes with Super Sticking Power. We needed a unique film to expand our mindshare among the target audience which is school-going kids and their parents.”

Meanwhile, Vijay Jacob Parakkal, managing partner at Wunderman Thompson Kolkata, commented, “We have been partnering with LINC Limited on the brand Pentonic since 2019 across multiple product and format launches. We are happy and proud to be part of their growth story.”

Lastly, Soumya Chowdhury, VP & CSD for client servicing at Wunderman Thompson Kolkata, said, “Pentonic GumStik is a new entrant in a category that is defined and created by a behemoth. We had to do something to get noticed. This is a film that attempts to do that. It retells the story of adhesive power in a way that is likely to stick around in the mind a bit longer.”

Bangkok, Thailand – KFC Thailand transforms its iconic bucket into the new ‘KFC Basket the Bucket’ this Christmas to join Thai people in their obsession with gifting baskets. This is in collaboration with their newly appointed creative agency, Wunderman Thompson Thailand. The KFC ‘Basket the Bucket’ is made of locally sourced materials and handcrafted by local artisans, with the iconic chicken bucket packaging a perfect fit inside it. 

According to KFC Thailand, gifting during the festive season in Thailand is always an epic battleground of festive hampers or gifting baskets. The basket has been a symbol of well-wishing and gifting for Thai people. 

The 30-second commercial that came with the campaign shows Thai people receiving usual gifts given this Christmas as they sarcastically let out dry laughs before showing a man munching on KFC chicken and ends with lines, “when the bucket comes, its party on!”

Chief Marketing Officer Suhayl Limbada at KFC Thailand said, “Taking a global icon like the KFC bucket and infusing it with the locally famous gift basket depicts the richness and beauty of our country’s culture and is a very special project. As people return back to celebrating special moments with their loved ones, to be able to incorporate our iconic KFC Bucket as a gift in such a unique way is a perfect ode to our excitement at the prospect of a festive season that is full of cheer and Finger Lickin’ Good moments.” 

Park Wannasiri, chief creative officer of Wunderman Thompson Thailand adds, “KFC is a leader that always wants to stay connected and culturally relevant. We are always looking for the opportunity to infuse our brand into the culture in the most distinctive way, not just driving sales but also building the brand. Although KFC is not always associated with end of year gifting, ‘Basket the Bucket’ changes everything. By turning our iconic bucket into a gift basket, a symbol of the Thai gifting season, we directly put ourselves into the centre of attention this festive season.”

KFC also mentioned gifting their friends clown, king, and dragon, with their unique bucket basket this Christmas, to show their generosity for the holiday season.

Sydney, Australia – The Australian Financial Review (AFR), the market’s business-centric media, has launched a new brand platform called ‘Make it your Business’, conceptualised with the help of BMF.

‘Make it Your Business,’ will be released in stages over the next few months, and is a mix of tactical live data OOH, press, digital, social, and podcast assets. 

BMF’s Creative Director, David Roberts, speaks about the brand platform, “‘Make it your Business’ is a call out to anyone, in any field, hustling for success. You never know what AFR article could kickstart your next career move, investment opportunity or entrepreneurial adventure.”

Nine’s Head of Brand and Acquisition, Vera Straubinger, also said, “When you need information you can trust on investing, business moves, and careers, you turn to the most trusted and credible source. The AFR is the source that gives you a deep, nuanced understanding that stretches beyond your own horizons. And goes beyond the headlines.”

This is BMF’s first work for AFR since winning the account earlier this year.

Melbourne, Australia – In the spirit of the upcoming Christmas season, Australian department store chain Myer has launched a multi-touchpoint campaign, encouraging Aussies to indulge, smile, and shop more this holiday season.

Part of the campaign is a film that is set on Christmas eve, where a couple faces the relatable stress of having to wrap their family’s long list of gifts. Starting from exhaustion, the couple finally gets into their groove, transforming the mundane palaver into an exhilarating performance.

With fun, cheeky, and attention-grabbing tag lines such as, ‘Stuff the turkey, stocking and self-control’, ‘Grab Christmas by the baubles’, and ‘Deck the halls, kitchen and living room’, the campaign will be brought to life across TV, BVOD, OOH, digital, social, online, in-store VM, gift wrapping and team member uniforms.

The campaign is conceptualised by Clemenger BBDO, with its media strategy led by Essence.

https://youtu.be/BZHNUfyAPOs

Speaking about the campaign launch, Geoff Ikin, chief customer officer at Myer, said that they are approaching the festive season with more confidence than ever.

“From our much-loved Melbourne Christmas Windows, which will feature iconic scenes in celebration of Disney’s 100 years of wonder, to our national Santalands, curated Giftoriums and our Myer one VIP shopping nights, we are there to help our customers celebrate this festive season,” he said.

Ikin added, “The campaign has been created to cut through the noise in typically the most cluttered media environments at Christmas. It’s fun, engaging, irreverent and offers what our customers love – a little surprise and delight. Australians love to celebrate Christmas, and so do we.”

Meanwhile, Jim Curtis, chief creative officer at Clemenger BBDO, commented, “Christmas is a weird and wonderful time of year filled with rituals that under normal circumstances would make absolutely no sense whatsoever. We leave carrots in our driveways for flying reindeer, we wear itchy, woollen sweaters in the middle of summer and we go the extra mile to show our loved ones how much they mean to us.” 

He added, “This year we’re asking Australians to let the season be the reason and double down on everything that makes Christmas, Christmas. Yes, that even means fully embracing the unique task of wrapping gifts at midnight the night before.”

Vietnam – As Vietnamese find themselves having a hard time to pronounce the brand name ‘Carlsberg’ locally, the popular beer brand has teamed up with Happiness Saigon and BLISS Maker Studios to launch an AI that rewards bypassers with a free beer if they manage to say Carlsberg the right way. 

The AI was built using voice inputs from hundreds of people pronouncing ‘Car-z-berg’ and was trained to distinguish the most accurate entries possible. The Carlsberg AI doesn’t just power the voice activated tap, it also powers the campaign website.

In addition, a social video of the on ground activation, billboards across the city of Ho Chi Minh, YouTube pre-roll, and Spotify ads all lead to the microsite carlsberg.com.vn/vn where anyone in Vietnam can attempt to nail the difficult name themselves and win some ice cold beer.

“Carlsberg is one of the leading brewing companies in the world today. This year they are celebrating 175 years as ‘probably the best beer in the world’. But before doing that, the brand needs to properly (re)introduce themselves to the Vietnam market. A market where their unique name is practically unknown,” according to a press statement.

Meanwhile, Hoàng Vũ Hải, brand manager at Carlsberg Vietnam, commented, “Working on carlsberg for all these years, our team realised something: it is so difficult to pronounce. So difficult in fact, we want to reward anyone who can pull it off with a complimentary beer. We think it’s a fun and smart way to increase brand recognition and product trial, especially for the launch of the new product in Vietnam.”

Singapore – The Singapore Tourism Board (STB) has teamed up with creative agency TBWA\Singapore in conceptualising ‘Here is SG’: a sculpture that symbolises the newest representation of the Singapore’s Destination Brand – ‘Passion Made Possible’.

The sculpture is a joint effort by local talents from contemporary art and design collective PHUNK, urban greening specialists Greenology and design-to fabrication consultancy Superstructure.

It features the SG Mark and Singapore Tourism Board’s Passion Made Possible brand – which articulates the stories on Singapore, its endless possibilities, and the passions of Singaporeans. Coupled with the vision to encourage user-generated content by the public and inspire travellers to visit Singapore for their next holiday destination, the sculpture is also designed to be more than just a brand installation and a new photo taking opportunity.

“Opportunities were thoroughly examined, and strategic considerations were included in the creative proposal to enhance placemaking efforts and encourage exploration of tourism precincts, promote positive interactions, and serve as an anchor of identity and community bonds,” the agency said.

They added, “As a young nation with few natural resources, Singapore has always depended on the tenacity and resourcefulness of its citizens – this was the root of TBWA\Singapore’s innovative creative idea to use the deconstructed Trust Mark as a representative of people coming together from all walks of life, and forging a national identity amid diversity.”

The sculpture, which opened to the public on August 15, seeks to strategically shape the physical and social character of the area around arts and cultural activities, and bring diverse people together to celebrate, inspire and be inspired. 

Hong Kong – Global fast food brand KFC has launched a new campaign, encouraging overthinking to think less and indulge more with their signature fried chicken–using a brand-new tech device called the ‘KFC Brainwave Bucket’.

Conceptualised alongside Edelman Hong Kong, the device is a brain-sensing helmet with a built-in headband that analyses people’s brain activity. The data from the helmet is connected to an app which provides real-time biofeedback showing how active the mind is.

The helmet design, and the mind-detecting enclosure, are based on KFC’s iconic bucket. People are invited to sit inside the bucket-inspired structure and wear the helmet on their head, after which they’re encouraged to switch off and think less with the help of some Finger Lickin’ Good chicken.

The campaign is based on recent studies that indicate Hong Kong is one of the most stressful cities in the world and ranks first in the stress index of employees all around East Asia, with a massive 53% of employees feeling pressured and stressed from their day-to-day occupation. However, scientific findings have shown that comfort food relieves the stress response in the brain.

John Koay, regional executive creative director at Edelman, said, “Born from a great truth, we recognise the brand’s ability to provide people in this pressure cooker of a city with a moment of escape – and the Brainwave Bucket is a fun way to prove it. Partnering with KFC always brings so much excitement and innovative opportunity and this campaign is a great demonstration of that.”