Tag: Marketing Campaign

Singapore – With the global plant-based food market continuing to grow, First Pride, a company that sells plant-based products as alternatives to meat ones, has launched a quirky campaign to promote alternative ways of enjoying meat without harming the environment–through an ad with a dinosaur named Tony the T-Rex.

The ad, conceptualised with UltraSuperNew Singapore, shows the mind-changing experience from the first bite of First Pride plant-based products—symbolising how those averse to plant-based will discover a new taste sensation. And for meat-lovers, if T-Rex loves it, mere humans will too.

Speaking about the campaign launch, Pimphika Rungarpajaratkul, APAC brand manager, at FIRST PRIDE, said, “The real barrier of the plant-based category is taste and texture, causing anyone who enters the category to lapse. We work with a goal to break the stereotype of plant-based, and innovate our products from a unique substrate made from wheat, soy and citrus fibre for a meat-like texture together with 3-step coating innovation to ensure maximum crispiness. 

She added, “We’re extremely confident in our product. So what’s left is a great marketing campaign. UltraSuperNew was able to deliver an attractive, exciting and relevant creative communication platform – even better than we were expecting.” 

Meanwhile, Edric Cheong, senior copywriter at UltraSuperNew, commented, “It’s rare to work on something that is revolutionary as plant-based nuggets, especially with partners who understand the value of creativity, and an actor of Tony’s calibre.”

The ‘NuggetVerse’ ad is currently running across FTA TV and radio channels in English and Mandarin, on OOH media, and across digital and social channels in Singapore and Malaysia. The campaign will run until 31 December, with media handled by IPG Thailand (UM).

Bangkok, Thailand – With the tourism industry in Thailand reopening recently, the Tourism Authority of Thailand (TAT) has launched a new campaign via BBDO Bangkok which depicts a trilogy of cinematic trailers, from adventure, to romance to an action-packed sci-fiction, where the viewer follows the different characters on their unique, but thrilling journeys through Thailand.

Knowing that tourists love to share their travel experiences on social media, BBDO Bangkok wanted to build on this and simply invite people to come to Thailand and “Write Their New Chapter” in cinematic style, as Thailand writes theirs.

This campaign is just the beginning of Tourism Authority of Thailand’s marketing push. Furthering the promotion of this new campaign, BBDO Bangkok is releasing thematic key visuals, Instagram filters in the style of movie release posters, and tour packages to encourage tourists to come to Thailand to create and share their new chapters using hashtags like #AmazingNewChapters and #AmazingThailand.

Speaking about the ad concept, Thasorn Boonyanate, chief creative officer at BBDO Bangkok told TAT that they are not coming here to pitch against other agencies, but rather to pitch against other countries. For him, travellers need to revisit Thailand to see that nature, hotels, and restaurants have revived.

“People love to record special moments on their phones, whether it’s a story on Instagram or a video on Facebook. Just like movie genres, what they capture can be adventure, romance, or pure comedy. Drawing inspiration from our campaign, and using tools like our new filters, we want them to take on the role of film producers, create and tell their stories, and share this chapter of their lives with the world,” Boonyanate said.

Meanwhile, Yuthasak Supasorn, governor at TAT, commented, Representing film, this latest TVC is a new approach we are taking to communicate the ‘Amazing New Chapters’ message and to engage tourists around the world through a cinematic perspective to show them Thailand has a multitude of holiday possibilities in which there is something for all.” 

He added, “We want to inspire tourists to explore our wonderful country and to create their own amazing chapters during their stay and premier these films with not just friends and family, but the rest of the world.”

Sydney, Australia – Local carbon neutral telco Belong has launched a new campaign called ‘Second Life Phones’, an eco-friendly alternative to purchasing a brand-new device, powered by Kingfisher. 

The campaign, conceptualised by Howatson+Company, sources the best pre-owned smartphones, refurbishes them and offers them to value and environmentally conscious consumers at a considerable price.

All phones are restored by Kingfisher, across a multi-point check, ensuring full functionality and battery performance at about 80% minimum of new. The packaging is fully recycled and has been designed to provide the buyer with the same satisfaction of opening a brand-new device.

As part of the campaign, a film was launched which subverts the tropes of typical phone launches, gloriously showcasing an old man’s forehead instead of the tech, to ask the question ‘why not consider life on a refurbished phone, which can be used in the same way as a new one?’. 

Aaliah Eggins-Bryson, head of product and marketing at Belong, said, “Too many Australians believe mobile phones have no material impact on the environment than other things in their lives but in fact, every year, the world throws away around 44.7 million tonnes of tech. This is why we’ve launched Second Life Phones; because the most sustainable phone is the one that already exists.”

Meanwhile, Gavin Chimes, executive creative director at Howatson+Company, commented, “It has been amazing to work as partners with the brilliant Belong team to bring this program to life. We’re proud to be providing an alternative to unconscious tech upgrades. And when you consider what most of us use our phones for – brunch pics, baby spam, screaming goat videos – you probably won’t know the difference. But the planet will.”

Singapore – Regional classifieds group Carousell has launched a new awareness campaign which transforms real customer reviews into a song and dance interpretation of said service. The campaign is conceptualised by independent creative agency UltraSuperNew (USN) Singapore.

For the campaign, Carousell sourced the best reviews from satisfied customers, and turned them, word for word into songs that sang the praises of the home services. For this campaign, the services toilet cleaning and floor repair were used for the ads.

The spots feature Andrew Marko and Zulfiqar Izzudin, members of up-and-coming theatre collective Patch & Punnet, who act and sing the reviews.

Speaking about the campaign execution, Heng Xiao Qi, Singapore country marketing manager at Carousell explained that the problem they faced was how to make a functional yet generally perceived as unexciting category such as home services fun and also stand out amongst competitors.

“When USN suggested using reviews as a creative concept, we were instantly sold as it really doesn’t get more authentic than to hear straight from the users’ mouths,” she said.

Meanwhile, Haziq Hussain, senior account manager at USN, commented, “The task at hand was to tell Singaporeans about how Carousell, other than being an online marketplace, had this amazing Home Services offering that not many people knew about. The solution was surprisingly enough, right in front of us in the form of the actual reviews. And of course, we just had to turn them into full-blown song and dance performances in true USN fashion.”

Sydney, Australia – Local beer brand Great Northern has launched a new campaign, centred around the theme of showing the ‘feel-good’ side of being outdoors.

The creative, developed by Clemenger BBDO Melbourne, juxtaposes the high-end, luxury activities people do to relax and unwind against similar activities that can be found in the great outdoors. 

The new work, built on the brand’s platform ‘The Beer For Up Here’ features three launch films to bring it to life, playing off luxury hotels, fine dining, and inner-city bars.

https://youtu.be/ToKnfCt6Ujc

It also features a series of OOH and digital displays bought against publications such as Urban List, Traveller and Good Food so that the creative is contextual to the articles it runs next to.

Hugh Jellie, marketing manager at Great Northern Brewing Co., said, “Regional Australia cannot be matched. We’re so lucky to have these amazing places in our own backyard. For us, our challenge is to inspire as many people as possible to get out into the great Australian outdoors to feel refreshed and energised. And let’s face it, a trip into the outdoors is even better with some great friends and some great beer for the end of the day.”

Meanwhile, Jim Curtis, national chief creative Officer at Clemenger BBDO, commented, “When it comes to making yourself feel good, things seem to be getting more and more complicated. There are opulent retreats, fancy restaurants that are hard to pronounce, complicated workouts – the list goes on. But the truth is, much of what we need is already in the great Australian outdoors. We also aimed to use the feel of the brand to give people a nice break from all the shouting in any given ad break.”

Singapore – Global sports brand ASICS has launched a regional campaign alongside creative agency MillStirling to communicate the theme of sports as a way to uplift minds. The campaign is rolled out across Singapore, Malaysia, Thailand, Philippines, and Vietnam.

The campaign features athletes from the aforementioned countries, where they documented Aby Marano, volleyball captain of the Philippines’ national team; triathlon gold medalist Lam Quang Nhat from Vietnam; veteran marathoner Muhaizar Bin Mohamad from Malaysia; rising tennis star Kasidit Samrej from Thailand; and Chantalle Ng from Singapore.

Prior to the campaign’s release, MillStirling interviewed the athletes from each of the countries involved, in an attempt to discover their personal stories behind how the brand mantra ‘LiveUplifted’ as their mantra can influence their sporting performances and their outlook on life.

Daniel Wee, creative director at MillStirling, said, “Southeast Asia has a unique heartbeat, the sounds of the hustle and the bustle and the busy rush hour crowds can be somewhat overwhelming, All these distractions and stress, fades away to just the sounds of running footsteps, a tennis ball being hit, a volleyball being smashed, an aero bike gliding pass or your heavy breathing because you let sport uplift you. This is the heart of what our films want to tell audiences.”

ASICS appointed MillStirling as its creative agency in March this year to develop its 2022 regional brand campaign. The agency believes that the power of sport can uplift spirits, rejuvenate one’s mood and change our outlook on the world for the better. With this new campaign, they hope to remind audiences that sport goes beyond just a competition- it can inspire and transform each individual.

Singapore – Changi Airport has launched its newest initiative called ‘Hello, Changi Precinct’ that involves an interactive gallery and a curated district tour of Changi to promote the local district’s tourist attractions to airport visitors.

A newly curated tour of Changi Airport traces the development of the airport from humble origins through the stories of airport staff and visitors. The tour begins in Terminal 1 and guides participants to discover the airport’s recreational spaces, artwork installations, designs, and heritage businesses. 

Participants will also gain a deeper understanding of the airport while exchanging stories with airport staff they meet along the tour, giving them a peek into behind-the-scenes operations that keep Changi Airport running, as well as anecdotes of people who have worked and visited Changi Airport from the past to the present.

In addition to the two new tours, visitors can also sign up for six other tours running till October, each exploring a key area of the Changi Precinct such as Bedok, Pulau Ubin and Pasir Ris. For a more hands-on experience, look forward to curated specialty and craft workshops during the September school holidays, where participants get to meet and learn traditional skills from craftsmen within the precinct.

Lim Ching Kiat, Changi Airport Group’s Managing Director of Air Hub Development, said, “Many of the travellers who fly to Changi Airport are interested to venture beyond the airport to explore the Changi Precinct, which is rich with local history and culture. Hence, Changi Airport Group has been working with various partners around Changi Airport over the last two years to promote appreciation of the many hidden gems of the eastern part of Singapore.” 

He added, “We invite local residents and travellers to kickstart their journey of exploring the charms of Singapore’s East through the “Hello, Changi Precinct” gallery. We hope this allows them to understand the Changi Precinct deeper and encourage exploration of lesser-known spots in Singapore.” 

The ‘Hello, Changi Precinct’ gallery will run till 23 October 2022 at T3 Departure Hall. Admission is free. Meanwhile, precinct tour prices start from S$20 per person.

Kuala Lumpur, Malaysia – Beer brand Tiger Beer has launched a new campaign called ‘#YetHereIAm’ to transform its iconic beer labels into limited edition ones that feature personalised stories of courage.

Through the campaign, Malaysians can visit the https://yethereiam.tigerbeer.com/ website and follow a few simple steps to generate their customised label for the world to be inspired by their stories with the hashtag #YetHereIAm. All successful submissions will be entitled to redeem a personalised Tiger bottle for keepsakes.

“With the same courageous spirit to overcome the odds, Tiger wants to empower Malaysians to pursue their passion with the #YetHereIAm campaign. Everyone has a story of defying expectations and showing personal courage – Tiger fans can now tell theirs with a custom-made image for social media, based on the brand’s iconic label design, and inspire others,” the company Heineken said in a press statement.

Besides the personalised limited-edition Tiger bottles, fans will get to enjoy exclusive promotions and giveaways during the campaign period too. From now until the end of July, exclusive Tiger Bum Bags are up for grabs. 

Furthermore, to keep the momentum going in conjunction with the spirit of the Year of The Tiger, Tiger Beer also embarked on a journey to discover and reward upcoming talents through the Uncage Fund platform. With the proceeds gathered from the sales of ‘The Tiger Archives’, an exclusive NFT collection created in collaboration with Pestle Mortar Clothing (PMC), 30% of the sum will go towards supporting local musicians, artists, and street food chefs throughout the year.

Joyce Lim, marketing manager of Tiger Beer Malaysia, said, “Tiger is a brand that tirelessly champions individuals with potential and bold determination. As a true testament to what the brand stands for, the #YetHereIAm campaign encourages Malaysians to embody the spirit of Tiger, come forward and share their courageous story of challenging and defying the odds to achieve their passion. This campaign is apt as we continue to roar together in the Year of The Tiger, and uncage unexpected possibilities.”

Manila, Philippines – To promote the online series ‘Money Heist: Korea – Joint Economic Era’, streaming platform Netflix in the Philippines has launched an outdoor campaign that depicts the show’s heist in a literal sense.

Mall-goers at the SM Megamall in the city of Mandaluyong in Metro Manila, as well as in TriNoMa, were surprised to see an outdoor installation where an armoured truck, seemingly stalled due to colliding with a street light post, is brimming with a lot of items and goods, including play money, boxes of Korean goods, among others.

‘Money Heist: Korea – Joint Economic Era’ is a South Korean television series which is based on the popular Spanish heist crime drama series ‘Money Heist’. The series depicts a hostage crisis situation set in a unified Korean Peninsula.

The campaign is made in collaboration with local creative agency GIGIL, who has long been known for making local campaigns for Netflix, with titles such as ‘All Of Us Are Dead’, ‘Trese’, and ‘Red Notice’.

Photo courtesy of SM Megamalls

Speaking to MARKETECH APAC, Netflix said in order to select what type of outdoor campaign they will execute, they always consider the uniqueness a series brings to its viewers.

“Things that get noticed get talked about, and things that get talked about are searched for–and in Netflix’s case, watched. This has been the underlying principle behind our campaigns for the brand. Conversation enables conversion,” Netflix said.

For this particular case, Netflix banked on Filipinos’ love for Korean-related products, and spun the campaign based on the series’ premise.

“Money Heist Korea is a spin-off of an already existing franchise (La Casa de Papel), so we did some research on what makes it different from the original. The answer was right under our noses–it’s Korean. While it has a similar plot, there are a lot of Korean nuances that give it its own distinct flavour. We deliberately leaned into its Koreanness, because not only did it make the Joint Economic Area special, it also made it fit well with Filipinos–after all, we are fans of Korea’s products, content, and culture. If it’s Korean, then it’s probably worth giving attention to.”

When asked as to why they think outdoor campaigns still matter, Netflix told MARKETECH APAC that one of the best ways to create a digitally-led campaign is to engage with the audience in real-life, then bring the experience to their devices.

“There’s a different kind of magic when you experience something first-hand, and getting to experience this for yourself (which you once just saw on-screen) compels you to share it, and convince others to experience it for themselves, too,” they concluded.

Bangkok, Thailand – In spite of hours of research and profile-building, advertising and brand marketers aren’t always able to get it right. This is the message the latest ad for skincare brand Clean & Clear brings to its Thai audience, delivered in a quirky and straightforward way.

Conceptualised alongside BBDO Bangkok, the ad starts by featuring all the things advertisers expect teens to like: slang, rap music, vibrant streetwear, and skateboards. Then the twist appears, revealing that the ad doesn’t appeal to and get teens at all, but the product does. 

Prior to the campaign release on June the 15th, BBDO Bangkok also released content further highlighting the topic that it doesn’t understand teenagers. From a social post that claims to get you, an Instagram filter that you just want to mock, to a new esports skin that you don’t know what to make of.

Speaking on the campaign release, Thasorn Boonyanate, chief creative officer at BBDO Bangkok, said, “Let’s not pretend that we understand this new generation of kids and admit that we don’t, by making an ad that doesn’t understand them at all. Thai teenagers love brands that speak sincerely to them, who aren’t afraid to make fun of themselves.”