Tag: Marketing Campaign

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.”

Sydney, Australia – Electronics company Epson has launched a B2B campaign in Australia called ‘Taking Sustainability Seriously’, following the appointment of digital creative agency Orchard to its creative account and media agency Kaimera to its media strategy account.

The ‘Taking Sustainability Seriously’ campaign positions Epson inkjet solutions as the leading B2B printer choice for organisations across corporate Australia who want to reduce their energy consumption by choosing inkjet over laser, without sacrificing on efficiency or cost. 

Created and developed by digital creative agency Orchard, the campaign uses a playful, quirky approach to deliver serious messages around sustainability and the environment with credibility.

The campaign’s ads and messages are airing on the Sky News network and also feature on the 7Plus, 9Now, 10play and SBS On Demand BVOD channels, online and across LinkedIn. 

Epson also partnered with well-known tech commentator Trevor Long to produce short-form tech review content for broadcast on Sky News’ Business Weekend programme.

Priscilla Dickason, senior marketing communications manager at Epson Australia, said, “‘Taking Sustainability Seriously is one of the most significant B2B campaigns we have ever undertaken in Australia. Whether it’s government, consumers or big business sustainability is no longer a nice-to-have, it’s a must do.” 

She added, “We are very happy to be working with Orchard and Kaimera as they both bring clever creative and strategic expertise to the table. We are also very much looking forward to the campaign’s success and to be working in partnership with both agencies for the long term.”

Meanwhile, Michael Di Natale, managing partner at Orchard, commented, “We are extremely excited to partner with Epson, to further demonstrate our credentials in the B2B space and accelerate Epson as a market-leading business. Seeing the team come together to showcase our ability to deliver market-leading strategy and creative for clients, fills me with great pride and confidence for the road ahead.”

Lastly, Anna Magliano, head of client services at Kaimera, said, “It’s not every day you get to be involved with such a well know brand at such a crucial point in their growth. We believe that the Taking Sustainability Seriously creative platform supported by a credible media strategy can create another defining moment in the Epson brand story and we are excited to see the impact of the campaign in market.”

Orchard has been appointed previously by telco amaysim as its digital creative agency, and by Hyundai to improve the customer experience of the company on Facebook.

Mumbai, India – Ferrero’s confectionary brand Kinder has partnered with interactive family entertainment destination KidZania is all set to enter the world of Metaverse with Natoons Metaverse Safari, this World Animal Day on October 4, with the aim to drive learning around animals in a unique way.

The companies are introducing an immersive metaverse experience for children to celebrate World Animal Day and understand its importance. To experience the metaverse zone, visitors can put on VR headsets and go on a Natoons Safari in the Metaverse and learn about animals in a unique way. 

The Metaverse Safari will showcase animals such as porcupine, whale, blue macaw, otter, tortoise and many more in their natural habitat. Kids will also have an opportunity to take photos in the experience.

Additionally, the phygital experience through the AR feature on the free Applaydu app, will further amplify the fun experience. The first Metaverse journey of Kinder Joy will be inaugurated in Delhi and Mumbai on 1st October and will continue till 9 October in Delhi up until 17 October in Mumbai.

Amedeo Aragona, regional marketing manager for Indian subcontinent for Kinder Brands at Ferrero said, “With our entry into the world of Metaverse, we wanted to engage children into learning more about animals while having fun. It is our constant endeavour to consistently find new and innovative ways to nurture the imagination and creativity of children through novel content, based on new technology platforms. Metaverse is one such initiative that drives children to learn, build, and explore exciting themes”.

Meanwhile, Prerna Uppal, chief partnership officer at KidZania India commented, “At KidZania we are always looking forward to the future. We did that by creating a one of its kind multi-sensory Kinder Joy Treat Factory experience that brings alive the joy of manufacturing everyone’s favourite treat. We are extremely excited for adding another innovative dimension to our partnership with Kinder Joy by creating a truly unique environment – “The Natoons Metaverse Safari”. Through this hybrid experience not just kids but even young parents will have fun, learn about animals and values of respecting nature & all its creatures – a truly inventive celebration for World Animals Day”.

India – Appliance brand Panasonic in India has launched a brand new campaign which urges consumers to get smarter in a quirky way. The campaign is conceptualised alongside Dentsu Creative India.

The campaign is a series of short films that cleverly conveys the message to the world. The three-film campaign showcases Naveen – the protagonist, introducing Gupta Ji to a smarter way of washing clothes. The characters’ humorous banter illustrates the features of the washing machine in an entertaining and interesting way.

Said ads are for Panasonic’s washing machines, powered by its connected living platform Miraie.

Shirish Agarwal, head of brand and marketing communications at Panasonic Life Solutions India said, “Panasonic as a brand is committed towards helping consumers live their best by aiding them with the right choices customised as per their lifestyle. The digital campaign is an extension of this. It depicts the true, slice-of-life moments of an Indian household, on how we struggle to remove stubborn stains using various home remedies.” 

He added, “It goes on to highlight how technology can be the key enabler for clean and fresh laundry. Panasonic’s latest range of smart washing machines is designed with advanced technologies that offer a value proposition of comfort, convenience, and connectivity.”

Meanwhile, Ujjwal Anand, executive vice president at Dentsu Creative India, commented, “Very few people are aware that Panasonic is a noteworthy name in the domain of Home Appliances and washing machines globally. Even fewer people know about the astonishing features of these washing machines. So, as the brand custodians, it was pertinent for us to convey it to the audience; and what better way than utilising and leveraging the already established chemistry of Gupta Ji and Naveen for Panasonic?” 

He added, “We made sure to take that love-envy relationship of these two next-door neighbours to the next level and deliver the core message in a fun & interesting way. The catchphrases and punches in the communication will surely intrigue the TG to know more about Panasonic Washing Machines.”

Lastly, Mayank Khattar, executive creative director at Dentsu Creative India, commented, “Smart is what smart does. Easily. And that is what we wanted our TG to understand in a quirky way. We wanted to raise awareness without sounding ‘too techy’. Working on a simple insight that washing clothes need not be a mix of age-old hearsays, we decided to introduce the smart angle.” 

He added, “Through the banter between Gupta Ji and Naveen, we have tried to make it easy for the TG to understand what is it that the latest technology and features deliver to the consumers. Also, the quirky performances by the protagonists not only deliver the message effectively but are sure to bring a smile on everyone’s faces.”

India – Sanitary brand Stayfree has launched a new campaign in celebration of Daughter’s Day in India, encouraging parents to educate their sons about periods among women, which has perpetuated a long-standing stigma in the country.

The campaign’s ad, conceptualised by DDB Mudra, aims to positively change the narrative of shame and silence around periods. Commonly, men have been kept away from the menstruation conversation for generations, thinking of periods as a women’s secret – unsure of their role and choosing to make themselves unavailable because they don’t know how to offer the much-needed support.

Manoj Gadgil, vice president of marketing at Johnson & Johnson Consumer Health, said, “Stayfree set about to normalise period conversations to create a world where no girl feels embarrassed of periods. The campaign #itsjustaperiod started this journey 2 years back. This year, Stayfree urges parents to talk to their sons and tell them it’s just a period. When boys too are part of the conversation, we can truly create a period friendly world. Having an open dialogue and addressing a child’s curiosity of periods can help us build a generation that is free of societal shame around menstruation.”

Stayfree has also launched a microsite stayfree.in/talktoyoursons to help parents understand how to talk to their sons about periods and urges them to take a pledge to teach their sons about menstruation.

Meanwhile, Pallavi Chakravarti, creative head for West at DDB Mudra, commented, “At what point do children find out that periods are to be spoken about in hushed tones or preferably not spoken about at all? When we say a girl is ashamed about her period, do we ever wonder why? Or stop to think of whom she is hiding from?”

She added. “These were the questions we sought answers to, as we took the platform idea of ‘It’s Just A Period’ into another year. Stayfree has long believed that normalising the conversation involves everyone – not just one section of society – it was this belief coupled with our explorations that led us to the next chapter in our campaign – this Daughter’s Day, talk to your sons.”

Singapore – Sprite, a beverage under the Coca-Cola beverage company, has rolled out a new brand platform for the ASEAN and South Pacific regions for its newest brand lineup ‘Sprite LEMON+’. The brand platform first opens in Australia and Thailand, and is part of a much larger global campaign.

Known for its cut-through refreshment, the SPRITE new global brand platform ‘Heat Happens’ takes a humorous but insightful approach to highlighting the importance of staying cool when faced with unavoidable ‘heated’ moments, by taking a step back and drinking a refreshing ice-cold Sprite.

The launch of Sprite LEMON+ under the ‘Heat Happens’ platform this year, brings to life a new age marketing experience for consumers with engagement and trial at its heart, through sampling, social, digital, films, and OOH that will be placed strategically in contexts where people could be experiencing mental heat. 

In addition, Sprite is partnering with local content creators and influential personalities to create humorous, zesty ‘pep talks’ and encourage people to try their first sip of the newest zesty product.

Pamela Wyatt, sparkling flavours category director at CocaCola ASEAN & South Pacific, said, “We’re looking forward to rolling-out ‘Heat Happens’ here in ASEAN and South Pacific region. The witty approach of the ‘Heat Happens’ global platform on many ‘heated’ challenges that people experience every day is a lighthearted reminder to keep our cool whatever the circumstance is, whether that be mental heat in the shape of unwanted interruptions or the physical heat of a sweaty commute.”

Meanwhile, Josh Gonski, Sprite marketing manager at Coca-Cola ASEAN & South Pacific, commented, “Sprite is a brand that refreshes people physically and mentally. With the introduction of Sprite LEMON+, our latest innovation, we are taking refreshment to the next level. Sprite LEMON+ aims to aid people to ‘think zesty’ by awakening.”

India – Job platform Indeed has launched a new brand campaign called ‘#HireBetter’ which highlights the issues that companies face if one does not rely on proper recruitment tools to hire employees. 

Conceptualised and created by DDB Mudra, the ad campaign is directed by Vivek Kakkad. The series consists of three ads and showcases hilarious goof-ups when hiring through referrals in three different scenarios. The concept pulls from the insight that while there’s a shift in online recruitment for SMBs, oftentimes SMBs still rely on their first party sources to hire.

The ad films and creatives will be spread across various digital and print platforms that employers and job seekers choose to watch such as YouTube and physical press across regional and national newspapers. 

Nishita Lalvani, director at Indeed India and SEA, said, “Our campaign is focused on reaching out to SMBs – the high-growth market in India. This campaign will address their concerns regarding hiring employees, through a series of relatable films which resonate with them. Indeed provides easy hiring solutions for SMBs and aims to constantly innovate to help these companies find the right talent through its platform.”

Meanwhile, Sooraj R Pillai, senior creative director at DDB Mudra, commented, “Hiring in small and medium businesses in India gets done through word of mouth over legitimate channels. And this may turn out to be a problem since the owners appoint employees with mediocre aptitude, causing potential losses for the businesses.” 

Pillai added, “The objective of this campaign was to target SMB owners specifically and encourage them to subscribe to the platform. Thus, changing their typical approach towards hiring and their standard practice of appointing someone they know instead of hiring someone who knows what to do.”

Hong Kong – As part of observing the ‘920 National Dental Care Day’, one of P&G’s toothpaste brands Crest has launched a week-long campaign to further promote a healthy dental care lifestyle, and advocating the belief that daily dental protection is the key to healthier teeth.

Crest has launched a brand platform called ‘Great Crest Protection, Greater Smiles’ for the campaign, alongside a campaign film, which strategically depicts three families of different backgrounds and ages to show how Crest is the enabler of their healthy yet ordinary day-to-day lives.

The film features a young family of three, a couple, and a family of three generations, each bringing to life the belief that we are all born with beautiful smiles, but the confidence to smile needs to be encouraged.

In addition, through a series of activations, the brand partnered with Local Chinese channel CCTV and hosted an open class on public awareness of oral health. The film was also distributed on digital platforms such as Weibo and TikTok. As a result, the campaign transformed the public’s attitude towards dental care to prevention rather than solution, whilst also reshaping Crest’s brand image to ‘all-around oral protection’. 

Joe Yue, creative partner at GREY Hong Kong, said, “I love Crest’s new brand proposition. The brand draws insights from real-life matters and illustrates the relationship between being born with smiles and being encouraged to smile. Crest also provides the right emotional value for its target consumer group. Because of better dental protection, we can have the confidence to smile, breaking through traditional barriers through strong brand empathy.”

Meanwhile, Shannon Li, vice president of oral health for Greater China at P&G China, commented, “Consumers’ oral health awareness and practices are improving. This year, Crest is furthering this movement by introducing a new line of products for dental care with the aim of bringing more protection and more smiles.”