Tag: Marketing Campaign
Developed with long-term creative partner Leo Australia, the campaign features two 30-second brand TV commercials supported by 15-second iterations, six-second cutdowns, as well as social, digital, out-of-home (OOH), PR, and in-store branding executions.
Tinder reported a 170% increase in mentions of “yearn” and a 125% increase in mentions of “slow-burn” in Australian Tinder profiles.
Titled Stay ONG in Health and Radiance, the campaign shifts the traditional notion of fortune beyond material success to focus on holistic wellbeing.
In the film, this tradition serves as a metaphor for how legacy, progress, and prosperity are built through collaboration rather than individual effort.
The series premiered on Xiaohongshu, where short-form serialised drama content has gained traction among Chinese-speaking audiences in Malaysia. Episodes were later rolled out on Scentify’s Instagram account to expand reach to a broader audience.
The production is described as Malaysia’s first Chinese New Year film told in Teochew, reflecting U Mobile’s emphasis on cultural representation and authenticity.
According to the companies, the campaign is designed to tackle operational challenges caused by carts left in parking bays, which can block spaces and reduce cart availability for incoming customers.
This positioning informed the campaign’s creative direction and the communication idea “Journey that Electrifies”, which formed the core concept of the brand film.
Released ahead of the Chinese New Year period, 'The Promise' is positioned against a time traditionally associated with prosperity and abundance.
The brand platform is intended to simplify listener choice by positioning Nova as a default audio destination.
Most Recent Articles
Subscribe Now
