Tag: Marketing Campaign

Singapore – Marina Bay Sands has unveiled a new brand vision and campaign as it marks a significant milestone in its US$1.75b reinvestment programme, with the completion of the exclusive Paiza Collection across all three hotel towers. This ambitious transformation, designed to elevate every facet of the guest and hospitality experience, was driven by a singular vision to create a destination that transcends imagination. 

The Paiza Collection–comprising mostly suites and served by Singapore’s largest butler team–forms a key part of Marina Bay Sands’ multi-year transformation towards brand and service elevation, as the integrated resort draws on the world’s best designers and craftsmen to create a new land of luxury. 

The new pinnacle in luxury experiences comes in tandem with a brand transformation. ‘Above Beyond’ celebrates the timelessness, spirit and energy of the integrated resort, building on the existing legacy and elevating its status as an iconic, world-class destination.

The new brand vision aligns with the future ambitions of Marina Bay Sands and reflects the physical makeover that the property has undergone to broaden and elevate its range of product and service offerings, with the premium customer in mind. 

Every aspect of the brand, from its logo and website to hotel amenities, key cards, branded experiences and uniforms worn by staff, has been redesigned to elevate the brand experience to the highest levels of quality and beauty. 

Meanwhile,  to capture the power and significance of both the transformation and the multifaceted experience of the destination, Marina Bay Sands commissioned a multidisciplinary group of creative visionaries to interpret and express ‘Above Beyond’ in their own way. 

The integrated resort’s new visual identity and brand world were developed in partnership with globally renowned creatives from international design consultancy Pentagram and creative agency Frosty, together with the Marina Bay Sands in-house creative team. 

Through bold graphic identity, an evocative short film, striking visuals and one-of-a-kind experiences, the story of this transformation has been brought to life. At the heart of this launch is a set of stories, the first of which is expressed by acclaimed filmmaker Celine Song, best known for her Oscar-nominated debut film Past Lives. The film presents Marina Bay Sands as a universe simmering with possibilities.

Paul Town,  chief operating officer at Marina Bay Sands, said, “From inception, Marina Bay Sands had a forward-looking vision, designed to reshape the tourism landscape of Singapore. Since our opening in 2010, we have defied expectations again and again, and become one of the most successful integrated resorts in the world. We are now at the next stage of development with our ambitious transformation that is pushing the boundaries of luxury hospitality. The new brand vision and property refurbishment is timely as it mirrors and complements this vision, setting the tone as we enter the next phase of growth.”

Present during the launch event for the new brand positioning is chief marketing officer Irene Lin and Sands global ambassador David Beckham.

“Our new master brand has been a massive but critical undertaking as we chart a new direction that embraces the ever-evolving needs and aspirations of the modern traveller of today. ‘Above Beyond’ embodies our ambition to uplift Marina Bay Sands not only as a global cultural icon, but to position the integrated resort as a gamechanger in the luxury hospitality industry. Every single detail, down to the service culture among our more than 11,700-strong workforce, is imbued with our new brand DNA to create a sense of belonging and build a stronger emotional connection with our guests,” said Lin. 

Meanwhile, Beckham commented, “arina Bay Sands is a truly special place – even though I’ve travelled around the world, I always look forward to coming back. A lot has changed since my last visit, and the luxury transformation of the property is truly remarkable. It is a brand that always aspires to be the best in everything it does. That is what I love most about this amazing destination, and why I’m proud to be Sands Global Ambassador.”

Kuala Lumpur, Malaysia – MR D.I.Y., has unveiled an exciting new chapter in its journey to add value to the lives of Malaysians – the ‘MR D.I.Y. PANDAi Jaga Anda’ (MR D.I.Y. Knows How to Care for You) community initiative. As part of this, the company has unveiled it newest brand mascot, a charming and friendly panda mascot named PANDAi.

With ‘MR D.I.Y. PANDAi Jaga Anda’, the retailer reinforces its role not just as a store, but as a part of the community it serves.Visitors to Bukit Bintang were greeted by an impressive 14-foot PANDAi display, drawing the attention of families and passersby.

Throughout November, KL-ites will have opportunities to meet PANDAi at various malls, including Fahrenheit 88 (7 Nov), MyTOWN Shopping Centre (9 Nov), IOI City Mall Putrajaya (23 Nov), and Pavilion Bukit Jalil (30 Nov). Adding to the initiative, MR D.I.Y. will be setting up panda-themed seating areas at MyTOWN Shopping Centre and Pasar Seni MRT station to create welcoming, family-friendly spaces.

Speaking at the launch of the initiative held in the vibrant Bukit Bintang district in Kuala Lumpur, Alex Goh, head of marketing for MR D.I.Y. Group, emphasised the retailer’s dedication to the community.

“As the country’s leading home improvement retailer, we’ve made it our mission to care for Malaysians since our inception in 2005. The ‘MR D.I.Y. PANDAi Jaga Anda’ initiative is a testament to that promise. Whether you need a lightbulb, kitchen tools, or any hardware, we ensure that ‘semuanya ada’ [everything is available] at affordable prices. Our new initiative encapsulates this commitment – because ‘MR D.I.Y. PANDAi Jaga Anda’,” Goh said.

Goh also explained the choice of a panda as the new mascot, commenting, “Pandas are universally loved for their friendliness, cuteness, and intelligence. Like pandas, MR D.I.Y. is cherished for being close to the hearts of Malaysians. We ‘PANDAi’ Jaga our customers by staying true to our promise of ‘Always Low Prices.’ We believe that PANDAi will bring a sense of joy and fun, enhancing our customers’ shopping experience.”

Vietnam – Biti’s Hunter has tapped Dentsu Redder for the launch of “Buoc Toi” (Step Forward), a bold rebranding campaign that captures the emotional journey from fear to exhilaration, represented by the courage to step into the unknown while empowering the audience to overcome self-doubt. 

Through the campaign, Biti’s Hunter embraces a contemporary identity as a sneaker-led lifestyle brand that is a symbol of Vietnamese progress and self-expression, allowing it to resonate with the aspirations of young Vietnamese. 

Centered on “stepping into the unknown”, the campaign used emotional storytelling inspired by the aspirations and challenges of young Vietnamese to resonate with the target audience.

The brand’s decision to undergo a rebranding and repositioning effort by embracing a more contemporary approach aligns with the aspirations and raw emotions of young Vietnamese. It is captured by visualising an individual’s journey that goes from fear and doubt when embarking on something new, to a realisation and eventually an exhilaration knowing that it is something that he/she can now do – a metaphor for the emotions of the generations of today and tomorrow that are questioning their place in Vietnam’s future. 

Biti’s Hunter emerges as a rallying call—empowering them to push boundaries, make history, and shape culture. With a striking new identity, the brand aims not just to stay relevant, but to own the emotional moments where boldness and progress ignite.

To showcase Biti’s Hunter first streetwear collection, Dentsu Redder created a visual narrative that blends contemporary fashion with the rich, vibrant essence of local Vietnamese culture. This approach not only introduces the collection but also highlights the gritty, authentic vibe of the brand.

Phu Le, marketing manager at Biti’s Hunter, said, “For the past decade, Biti’s Hunter has inspired people to take pride in their roots. As we evolve with the progress of our country and people, we will continue to motivate and empower Vietnamese people to believe in the limitless possibilities of where they can go. With “Buoc Toi”, Dentsu Redder has powerfully delivered a story that has helped Biti’s Hunter own the moments where emotions are born.”

Meanwhile, Livio Grossi, group ECD at Dentsu Redder, commented, “The best brands make you feel something. With Biti’s Hunter’s new identity, we are not just showing you change; we’re inviting you to experience it. We have had an endearing journey with Biti’s Hunter’s over the years and are very proud to be able to deliver this meaningful campaign to launch a new and stronger phase for the brand.”

Hong Kong – CNN and Hyundai Motor have teamed up on a cross-platform campaign dedicated to showcasing inspiring success stories from around the world. This campaign will offer a dynamic blend of advertising, branded content, and sponsorship solutions, bringing Hyundai Motor’s brand vision of ‘Progress for Humanity’ and its entrepreneurial spirit of innovation to life through stories that will engage and inspire CNN global audiences.

The campaign’s branded content component includes two films produced by CNNIC’s global brand studio Create that aims at enhancing awareness of Hyundai Motor’s ongoing support and presence in the world of sports. 

The first film features Laura Enever, an Australian professional surfer, Guinness World Record holder, and Hyundai brand ambassador, who is actively raising awareness for female surfers and promoting the sport of surfing. Through a cinematic documentary approach, the film will highlight how Laura empowers the next generation of female surfers to pursue their dreams. 

The partnership also includes Hyundai Motor’s exclusive sponsorship of a new editorial series, ‘Visionaries.’ The show content will air across CNN International’s TV, digital and social platforms from November through April to spotlight extraordinary individuals and inspiring leaders in the fields of art, business, technology, and sport. 

The series will tap into CNN’s high-profile roster of correspondents and anchors to personally guide viewers on this journey. Visionaries will provide a platform for these remarkable people who have pioneered change and continue to shape a better world, aligning with Hyundai Motor’s mission to elevate the quality of life. 

Airing on 2 November, the first episode of Visionaries features Olympic legends Simone Biles and Jordan Chiles discussing handling pressure on the world stage, along with former PepsiCo CEO Indra Nooyi on balancing motherhood and leadership.

Cathy Ibal, senior vice president at CNN International Commercial, said, “We are excited to collaborate with Hyundai Motor Company on this inspiring campaign that underscores our shared commitment to spotlight the diversity of inspiring leaders across different fields of importance who have each pioneered change for the better.”

She added, “Through our authentic storytelling and a rich mix of branded content and the editorial series, we hope the compelling stories we shared will inspire CNN’s global audiences and spark meaningful conversations.”

Manila, Philippines – Turning 45 is a milestone in itself, but global Filipino fast-food chain Jollibee wanted their fans in on the celebration – with the help of its iconic red bee mascot. To celebrate its 45th birthday in style, Jollibee partnered with GrabAds, the advertising arm of Southeast Asian superapp, Grab, for a dynamic and innovative full-funnel campaign. 

The month-long campaign, ‘Jollibee’s 45th Birthday Blowout’, ran from October to November 2023 and leveraged GrabAds’ diverse advertising formats to ignite customer excitement, boost purchase intent, and drive more sales. The campaign resulted in a 25x return on ad spend (ROAS).

The objective: Deliver a nationwide celebration for Jollibee via Grabads 

Tapping into the unique ecosystem features and capabilities of GrabAds’ retail media network (RMN), including rich first-party transaction data, Jollibee ads were strategically served to consumers who had the intent to order food on Grab, making them more likely to seek out Jollibee’s offers.

Jollibee’s campaign with GrabAds also tapped into creative ad formats on the Grab platform, including GrabFood pop-ups, Masthead, and Native Homepage ads. The key campaign highlight was the delivery icon branding, which replaced Grab’s green rider icon that shows the real-time location of the delivery-partner, with Jollibee’s well-beloved red bee mascot.

These ads targeted hungry Filipinos across different stages of their buying journey – from discovery to purchase. Customers were also treated with freebies from Jollibee such as fries, pancakes, peach mango pie and Coke Float when they spent a minimum of PHP500 on Jollibee on GrabFood as part of the celebration during the campaign period.

Gianfranco Go, senior marketing manager at Jollibee Food Corporation, said, “Turning 45 is a huge milestone for Jollibee. As a Philippines’ homegrown brand, we wanted this birthday to be a national celebration. We were thrilled to see the fantastic results from the campaign with GrabAds. Their creative use of our iconic Jollibee mascot brought the campaign to life, truly resonating with our customers and driving strong engagement.”

He added, “This digital activation campaign is a first of its kind in the Philippines’ quick service restaurant industry, and we look forward to collaborating with GrabAds again for more innovative ad campaigns in the future.”

The results: Achieving 2.2x increase in purchase intent compared to Kantar norms 

Over the one-month campaign, Jollibee successfully celebrated its 45th birthday across multiple ad touchpoints on Grab, leading to a 2.2-fold increase in purchase intent. The campaign achieved remarkable success in driving recommendations, likely attributed to Jollibee being a well-loved local brand in the Philippines. The brand’s embodiment of Filipino identity and culture resonated strongly with the local audience, particularly with the emphasis on celebrating Jollibee’s birthday, potentially driving the audience to recommend Jollibee.

Jollibee was also able to achieve both brand-building and performance goals with a single campaign, according to a brand lift study conducted with Kantar, one of the world’s leading media insights and research for advertising. Key results included:

  • 25 times return on advertising spend (ROAS)
  • 13% uplift in platform sales
  • 17% increase in ad recall, which is 3 times higher than Kantar norms
  • 8% increase in purchase intent, which is 2 times higher than Kantar norms 

Ken Mandel, regional managing director and head of GrabAds and enterprise, commented, “It was a pleasure to have teamed up with Jollibee for their 45th birthday celebration to design a bespoke birthday campaign, which of course featured their iconic red bee mascot. This campaign was built on GrabAds’ unique retail media ecosystem, which made it possible to offer our customers innovative ad formats like delivery icon branding and a full-funnel campaign that engaged consumers across their buying journey.”

He added, “With first-party data that is powered by real consumer transactions, we were able to strategically target consumers who were already looking for something to eat, resulting in a strong uplift in both purchase intent and platform sales, and highlighting the success of our collaboration.”

Kuala Lumpur, Malaysia – Dentsu Malaysia has teamed up with Axiata Group Berhad this year’s Merdeka campaign to honour Malaysia’s unsung heroes, whose achievements have quietly placed the nation on the global map.

Running from Merdeka Day (31 August) to Malaysia Day (16 September), the campaign deviated from paying homage to well-recognised national icons and instead spotlighted everyday Malaysians, including a NASA competition winner, an esports champion, a dedicated teacher, a clinical scientist, an international photojournalist, and an international speech competition winner, who may not be usually known to fellow Malaysians for their extraordinary achievements.

Running on all key social and digital platforms, including Facebook, Instagram, LinkedIn, X, and YouTube, the campaign surpassed expectations, doubling Through Plays and Engagement, with a reach of over 4.2 million. It generated 3.88 million views on TikTok, 2 million views on YouTube, and 1.2 million views on Meta.

The production, completed in just two days, showcases the dedication of both teams.

Ellison Fernandez, executive creative director at dentsu Malaysia, said, “By focusing on the stories of lesser-known achievements, the campaign showcases how everyday Malaysians push boundaries to inspire others to unite, combining talents to elevate the nation’s reputation on the global stage. These unsung heroes embody Axiata’s commitment to advancing every individual towards becoming catalysts for change.”

Meanwhile, Audrey Chong, CEO at dentsu Malaysia, commented, “As a team with our roots in Malaysia, we resonate deeply with Axiata’s identity with the nation and ambition to sew the fabric of the nation. This campaign was born out of a recognition that people from all walks of life form our nation’s collective identity, no matter how big or small, and while popular national icons are celebrated, we must also elevate individuals who have excelled for Malaysia in their own ways. We are proud to be part of this meaningful campaign with Axiata and are grateful to all involved delivering this in a limited amount of time.”

Kuala Lumpur, Malaysia – In a celebration of the Festival of Lights, CelcomDigi showcases the power of connection and technology in their heartwarming short film, ‘Inbam.’ Produced by the collaborative efforts of One Team—Naga DDB Tribal and M&C Saatchi—this film honours the connections that keep traditions vibrant. 

Set against the backdrop of Deepavali, Inbam explores the bond between generations through the story of two sisters, Anjali and Lavinya. They embark on a mission to rekindle their Patti’s (grandmother) joy, reflecting on the profound happiness she experienced while making saris with her closest friends. As the sisters strive to revive these cherished memories, the film beautifully captures the essence of familial connections. 

Directed by Maurice of Director’s Think Tank, this lighthearted narrative encourages Malaysians to reflect on the traditions they hold dear and the intergenerational bonds that sustain them. It invites viewers to see Deepavali as an opportunity to reconnect with loved ones and celebrate shared joy. 

What sets ‘Inbam’ apart is its focus on the role of friendship and the innovative use of technology to bridge gaps across people, places, and generations. Against a vibrant cultural backdrop, the film embodies Malaysia’s unity, showcasing the diverse tapestry of the Malaysian identity. 

Moreover, ‘Inbam’ is a colourful tribute to the rich traditions and diverse cultures that define Malaysia. It reflects CelcomDigi’s commitment to preserving these traditions through meaningful connections. 

Vix Chandra, executive creative director at Naga DDB Tribal, said, “We hope this story resonates emotionally, prompting the audience to reflect on their own values and the bonds shared across generations—especially during Deepavali. When we recognise this connection, we understand that it’s not just our celebrations that shine bright, but our inner joy, our Inbam, ignited by the relationships we nurture.” 

Bangkok, Thailand – K Plus, the mobile banking app of Thai digital bank Kasikornbank, has launched a new campaign with Grey Thailand highlighting ‘the moment of truth’ when it comes to personal finance. 

The campaign, featuring a series of 20-second online spots, was launched in line of K Plus’ three new features – My Budget, My Asset and My Investment. The move aims to help Thais gain stronger financial health in key aspects of financial management, including budgeting, planning and investing.

The ads depict common financial hurdles people face today – living paycheck to paycheck caused by impulse spending, clouded judgment on financial planning and investment hardship due to fragmented platforms. These three emotional insights were spotlighted to support K Plus’ new features. 

“Raw emotions play a significant role in financial decision-making. Thus, recognizing and managing emotional triggers is essential for making rational financial decisions and achieving long-term financial stability,” said Sompat Trisadikun, chief creative officer at Grey Thailand.

The campaign launch comes at a time when the current economic climate in Thailand is fragile, with the nation’s household debt ratio of 90% of GDP, one of the highest in Asia. Many households and individuals are having trouble servicing their loans and debts, which threatens economic stability.

Singapore – Global online verification platform Sumsub has launched ‘Greenflag’, a global awareness campaign to urge businesses to rethink their verification processes by adopting fairer, more inclusive solutions. Sumsub’s ‘Greenflag’ project aims to unveil the massive issue of digital exclusion—affecting over 627 million people—and attract businesses to help solve it. 

Created by Sumsub and independent creative agency Cloudfactory, ‘Greenflag’ is a global campaign launching the first ‘nation’ for a people-friendly digital world, where unfairly red-flagged digital exiles can have their chance to rejoin the digital economy. 

It launches today in celebration of ‘World Inclusion Day’ with an online film running across digital channels directing businesses to the website https://greenflag.me and uses imagery depicting a floating server, seemingly lost at sea to powerfully illustrate the isolation and disconnect felt by the 627 million individuals excluded from essential digital services. It is also supported by influencer activity.

‘Greenflag’ represents a largely untapped market with a collective spending power of a staggering US$1.75t. For businesses, embracing inclusivity through updated verification processes unlocks vast opportunities. Those ready to rethink exclusionary practices stand to benefit from engaging this economically powerful population.

The website contains the aforementioned whitepaper and information for businesses on how to be more inclusive in their verification processes and how Sumsub can help them unlock an unfairly exiled market, making digital services accessible to all.

For context, the whitepaper by Sumsub, in collaboration with The Catalyst Group, highlights that digital exclusion is not only a societal injustice but also a significant economic oversight, as the lack of accessibility restricts economic participation.

Sumsub notes that around 627 million people around the world are unjustly exiled from digital services and often red-flagged due to bias stereotyping based for reasons such as issues with identification documents, lack of digital literacy, physical appearance changes and country of origin. This profiling can lead to exclusion from services that most people take for granted.

Julia Kim, chief marketing officer at Sumsub, said, “At Sumsub, we believe that access to digital services is a right, not a privilege. The exclusion of over 627 million people from essential services is a global crisis that demands urgent attention. Through the ‘Greenflag’ campaign, we’re shedding light on this hidden issue and challenging businesses to rethink how they approach verification.”

She added, “By implementing more inclusive solutions, we can empower people and unlock enormous economic potential, while ensuring that digital services are accessible to all. It’s time for the industry to come together and take action for creating a fairer digital economy.”

Meanwhile, César García, creative director at Cloudfactory added: “Our goal was to create a tangible representation of a very real problem that has remained invisible for too long. The concept of the floating server, seemingly lost at sea, powerfully illustrates the isolation and disconnect felt by the 627 million individuals excluded from essential digital services.”

He added, “As an agency rooted in Creative Activism, we are dedicated to driving action. Many companies are swayed to tighten security due to new AI driven fraud, meaning businesses become too risk-averse when accepting new customers. We envision ‘Greenflag’ as a genuine pathway to change, offering actionable solutions businesses can adopt immediately. We aim to show the value in this marginalised group, shifting the perception of risk to a nation that’s now open for business.”

‘Greenflag’ will run globally including the US, the UK, Singapore, Hong Kong, Mexico, South Africa, and UAE.

Kuala Lumpur, Malaysia – Pos Malaysia has recently released a new animated brand film that showcases the company’s transformation story over the past two centuries to become more than just a post office for the populace today, and its steadfast commitment to delivering connections and improving lives.

The animated brand film is part of Pos Malaysia’s activities as it joins other postal entities globally in celebrating World Post Day 2024.

Pos Malaysia is slated to kick off the promotion of its new brand film from 9 October on various touchpoints including social media and digital billboards. This is followed by a series of activities that will be held at the post offices, with limited edition merchandise up for grabs for customers who make transactions at any of the post offices from 16 October until 31 December 2024.

Syed Faisal Albar, chairman of Pos Malaysia, said, “This short film not only pays homage to Pos Malaysia’s rich and long-standing heritage in the country but more importantly it signifies our commitment to continuously meeting the changing needs of the people of Malaysia in this digital age.”

He added, “Today, Pos Malaysia no longer just delivers mail and parcels; we now offer a variety of innovative products and services, ranging from end-to-end logistics, and aviation (ground handling), to retail and digital solutions. We have come a long way in our purpose of connecting people and businesses for a better tomorrow.”

The theme for this year’s World Post Day, “150 years of enabling communication and empowering peoples across nations”, took centre stage at the local celebration held at Pos Malaysia’s headquarters in Dayabumi Complex earlier today. The event was graced by YB Fahmi Fadzil, Minister of Communications, and YB Teo Nie Ching, Deputy Minister of Communications.