Tag: Marketing Campaign

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.

Hong Kong – HK Express Airways has rolled out a new brand campaign today with the theme ‘LIVE MORE’ to ignite travellers’ wanderlust and bring the exhilarating ‘Gotta Go, Your Way’ experience to life. 

For the brand, they believe that travelling is an art of living, whether our travellers are culinary enthusiasts, adventurers, or travellers who need a get-away form the hustle bustle, the choice is yours.

To celebrate HK Express’ upcoming 11th anniversary, the airlines will partner with various brands and content creators in the coming months to honour this milestone with a series of online and offline activities. Moreover, it has also invited content creators to share their adventurous travel experiences on Facebook and Instagram in the spirit of ‘LIVE MORE’ to embrace the freedom to travel in your way. 

The campaign was launched following the airline’s plans to continue expanding its network of destinations in Mainland China, Southeast Asia and North Asia, targeting over 30 destinations by year-end to provide more accessible options to our customers in the regions. HK Express is also expecting to expand its fleet to 40 aircrafts by the end of 2024 to enhance the flight capacity.

Kee Keat Ong, commercial director at HK Express said, “HK Express is a young and vibrant brand that dares to be different. We encourage our well-travelled customers to rethink the concept of travel, stretch their boundaries and explore all possible travel patterns, be it Friday red-eye flights, or 48-hour quick getaways.”

He added, “Through our ‘LIVE MORE’ campaign and collaborations with content creators, we hope to demonstrate the ease and thrill of spontaneous journeys with HK Express, and integrate travelling into part of our everyday lifestyle. We will be launching a series of festive activities with tickets and travel deals, for our customers to save and fly more”.

Bangkok, Thailand – DENTISTE, the popular Thai toothpaste brand, has recently launched a new campaign featuring Blackpink’s LISA–who also serves as the brand’s official brand ambassador–centred around the message of carrying a confident smile and empowering women by embodying a ‘lady boss’ energy.

The campaign, done alongside SOUR Bangkok, is the first Thai advertisement co-created alongside LISA, ever since she became the brand’s global ambassador in 2021 and renewed her contract in June this year.

More than just a brand’s face

In an exclusive conversation with the SOUR Bangkok team, they stated that the campaign’s direction overall aligns with the agency’s vision of diversity and empowering women, which made teaming up with LISA the perfect fit. Moreover, they stated that this campaign aimed to inspire the younger generation to keep their confident smile to change the world, but not let the world change their smile.

“As she steps into her new role as a ‘Lady Boss’ in real life, we saw this as an incredibly inspiring concept that goes beyond just promoting white teeth. It’s about empowering people through the unique character of a ‘Lady Boss,’ which reflects female leaders who are powerful while embracing kindness and empathy,” the team told MARKETECH APAC.

The SOUR Bangkok team also pointed out that collaborating with LISA wasn’t just about having her as the face of the campaign — she was also deeply involved at every stage, from shaping the concept to approving the final shots.

“This made the campaign more than just about a product; it became a message of strength, confidence, and authenticity. That’s how DENTISTE’s brand message truly came to life in a way that resonates with Thai audiences,” they added.

Touching base on Thailand’s reputation as the ‘Land of Smiles’

Thailand is most commonly known as the ‘Land of Smiles,’ so the ‘Lady Boss concept naturally resonated with local audiences because it is deeply rooted in Thai values. And for the SOUR Bangkok team, they remarked that Thais smile because they care and show kindness.

“As the creative team, we brought this idea to life through the “Lady Boss Smile” manifesto. We believe that the most powerful curve on the human body is the curve of a smile. It symbolises strength with empathy, showing that true leadership is built on the balance of power and compassion. This is the essence of what it means to be a Lady Boss and why it connects so deeply with the Thai spirit,” they stated.

When asked about the significance of being able to work with LISA on this campaign closely, they said, “It’s undeniable that LISA is an iconic figure for Thailand, representing success on the global stage. She brings hope and inspiration, especially to the younger generation. This campaign marks her first Thai commercial where she was not only the presenter but also fully involved in its creation. The result of this collaboration completely transformed the brand’s image and made a significant impact on Thai audiences.”

Highlighting the brand’s message of ‘Your best moments’

Meanwhile, in an exclusive conversation with Siratsarin Kiatkobchai, international sales and marketing director at Siam Health Group, she stated that LISA brings into the brand her unique personality, beloved by people around the world, to this campaign, reflecting a confident smile. 

For her, Lisa’s positive moments are expressed through her confident smile, which enhances her singing and performances, captivating and impressing the audience, leading her to succeed in every role.

“This aligns with DENTISTE’s brand value, “Your best moments” which aims to give everyone their best moments and the potential to succeed like Lisa. Lisa is not just a brand ambassador; she is also an inspiration, representing a healthy and confident smile, which makes the brand’s image stand out and resonate more deeply with the target audience,” Siratsarin said in an interview with MARKETECH APAC.

When asked about the challenges in executing this campaign, she stated that it focused on their desire to inspire Thai people to achieve success on a global level, just like Lisa. For them, they wanted DENTISTE to grow alongside this vision, ensuring that their message resonated with the ambition of reaching international success.

“Our goal was to instil confidence in every Thai person, showing them that they too could achieve at a global scale, just like Lisa and DENTISTE. To overcome this challenge, we focused on crafting a narrative that linked Lisa’s success to the values of the brand—highlighting confidence and international aspirations. This approach allowed us to effectively communicate and inspire a sense of possibility and ambition within our target audience,” Siratsarin explained.

Key lessons from the campaign

When asked about what the key lesson from this campaign, Siratsarin said it’s all about the importance of unwavering determination. In this, they learned that they needed to be bold, act swiftly, and maintain a genuine passion for making a positive impact on society. 

“Our goal was not just to promote the brand but to contribute meaningfully—to help the Thai people, support our country, and make a difference globally. This experience inspired us to invest not only time and energy but also financial resources into making an impact. Moving forward, this lesson will shape our approach to future product-centric campaigns, ensuring they are not only effective but also aligned with a broader, positive purpose that resonates with both our audience and our values,” she said.

Hong Kong – Bone and joint health supplement Caltrate has launched its latest campaign with internationally renowned dance group, Avantgardey, aimed at redefining joint health. The campaign was done alongside creative agency VML Hong Kong.

This multi-platform campaign is centred around the captivating energy of Avantgardey, and highlights the importance of healthy joints for everyday movements, from climbing stairs to performing intricate dance routines.

Moreover, the visually captivating video featuring Avantgardey’s signature style, seamlessly blends artistic expression with everyday activities, emphasising the crucial role healthy joints play in our lives. 

This creative approach aims to resonate with individuals experiencing joint discomfort, encouraging them to consider Caltrate UC-II Joint as a solution for restoring mobility and reclaiming an active lifestyle.

The comprehensive campaign extends beyond video, encompassing a robust digital and social media presence, high-impact in-train video takeovers across the Hong Kong MTR network, and interactive activations at partner stores. 

Kym Ma, group creative director at VML Hong Kong said: “Avantgardey’s iconic movements embody the incredible demands we place on our joints daily. By connecting their artistry with the science behind Caltrate UC-II Joint, we aim to spark a conversation about joint health and empower individuals to take control of their well-being.”

United States – Automobile brand Honda has launched a new brand campaign called “Unstoppable Dreams”, led by a sixty-second spot that brings to life the Honda “Challenging Spirit” and the idea that resounding success is often the result of failures. 

This campaign spot follows the distinctive journeys of competitors with strong ties to Honda as they pursued their racing ambitions, including the late F1 racing legend Ayrton Senna and current FIA Formula 1 World Champion Max Verstappen.

The inspiring new Honda spot is brought to life by acclaimed director Rupert Sanders and utilises an engaging reverse poem format, so what begins as a disheartening story about failure and giving up reverses course to showcase how personal setbacks can serve as the greatest teacher and catalyst to achieve big dreams.

Moreover, the film’s message is done in a reverse poem format narrated by John Cena, the official voice of the Honda brand.

In this spot, the film features iconic Honda race machines including the 1992 Formula 1® winning McLaren Honda MP4/7A driven by Ayrton Senna and the FIA Formula 1® championship 2021 Red Bull Racing Honda RB16B driven by Max Verstappen, as well as exciting forthcoming products including the Honda hybrid-electric Prelude Concept and the Honda eVTOL (electric vertical take-off and landing aircraft).

‘Unstoppable Dreams’ will be featured across multiple media platforms, from broadcast television and streaming to contextual digital media partnerships, as well as social media to reach a wide variety of audiences. 

Phil Hruska, senior manager for automotive marketing at American Honda, said, “We want to inspire our customers and fans by celebrating those who embody the Honda Challenging Spirit including the almost mythic status of the late Brazilian racer Ayrton Senna and the three-time reigning FIA Formula 1® World Champion Max Verstappen. This new Honda campaign delivers a reassuring message of how determination and self-belief can lead to resounding triumph.”

Singapore – As TUMI rolls out its all-new men’s premium Turin collection, the global travel and lifestyle brand has recently launched a new campaign featuring McLaren F1 driver Lando Norris–who is also TUMI’s global brand ambassador–to feature Turin and the brand’s iconic collections, including Alpha X, 19 Degree Titanium and TUMI | McLaren. 

The campaign highlights Lando’s unapologetically playful spirit as he seamlessly balances the world of fast-paced sports with laidback luxury, all while keeping TUMI as his constant companion. 

As the official launch of the Turin collection, the campaign offers a new look and feel for TUMI by placing a dynamic athlete in his prime—perfectly embodied by Lando—against the grand backdrop of a seaside chateau in France. 

With campaign images captured by photographer Emma Panchot and director Arnaud Uyttenhove, Lando’s personality shines through as the popular racing driver takes us through a day in his unpredictable life with his favourite TUMI products.

Speaking on his involvement in this campaign, Norris said, “Working with TUMI these past few years has been an incredible experience, especially on this new campaign where the content feels super personal to me. The leather Turin pieces offer a real premium feel, which is a nice, sleek alternative to the TUMI | McLaren kit I carry to races.” 

Meanwhile, Jill Krizelman, SVP of global marketing & e-commerce at TUMI commented, “Lando has been an invaluable partner to TUMI for over three years, consistently driving excitement for our collaborations and campaigns. This campaign is particularly special, as it offers a spirited and fresh perspective on Lando, capturing his signature style and personality in a new way. There’s truly no one better to unveil the new Turin collection.” 

Vietnam – Unilever’s laundry power brand Dirt Is Good, known as OMO in Vietnam, has launched a bold new campaign to mark the re-launch of its liquids portfolio in the market. 

The campaign, “Many Stains Come Before The First Win” is the first local expression of Dirt Is Good’s new Play On strategy, which takes the brand into the territory of top performance by championing the value of sports to unleash human potential and drive personal growth, determination, and resilience.

In partnership with lead creative agency, MullenLowe Singapore, the campaign encourages kids and parents not to give up at the first disappointment, and to embrace stains as part of play, learning and success – rather than being seen as a sign of bad behaviour. 

In a deliberate countermove to the under-representation of girls playing sport in Vietnam’s mainstream media, OMO have put a young girl getting muddy playing football at the heart of the narrative for the TV advert.

Dirt Is Good’s first ever 3D billboard, located in the centre of Ho Chi Minh brings the functional benefits of OMO’s new NanoClean Technology to life. The eye-catching display shows a muddy football being kicked, while pink petals appear to jump off the screen, bringing to life the key product benefits of first-time removal of tough stains such as mud and dirt, and superior fragrance. Fragrance is the biggest demand space in liquid detergent in Vietnam and continues to grow steadily in importance for consumers.

Spanning both cities and rural areas, the campaign also includes OOH advertising across 6 key cities, 1,200 Shopping Malls and 60 nationwide wet markets. To further cement sport as the new home of Dirt Is Good, additional activity includes a wide-range of in-store activations with bold displays, floor projections and consumer sampling of a limited OMO sport edition, as well as a partnership with VNE to run a Kid Warrior Run, and limited edition sportwear launch in partnership with leading sportwear manufacturer Coolmate, with 30,000 t-shirts to be won.

This campaign builds on Dirt Is Good’s strong heritage in nuanced local and culturally relevant storytelling. For example, OMO’s celebration of Tet earlier this year, delivered through a moving music video with renowned Vietnamese singer Hòa Minzy, reminding people not to give up during difficult times, and that where there is hard work, and dirt, there is hope.

James Adkin, senior global marketing manager at Unilever said, “Sport is the ultimate home of performance and resilience. We are proud to bring this campaign to Vietnam, as we continue to shift the narrative around dirt and stains – celebrating dirt as a mark of kid’s resilience in learning about the outside world, with the reassurance that clothes can be quickly restored, ready to play again.”

Meanwhile, Sean Lee, senior account director at MullenLowe Singapore, commented, “With OMO, we are constantly working to find new and innovative ways to connect with people. We’re proud to have been the first in the Dirt Is Good team to use a 3D billboard to stop people in their tracks and show them the product benefits in a larger-than-life format. We hope the campaign feels relatable to families across Vietnam, and that it encourages more children and parents to play with no fear of getting dirty.”

Hong Kong – Local health and beauty chain Mannings has launched a new campaign alongside DDB Group Hong Kong promoting its wide range of products and professional health services, to help Hong Kongers sleep better. Said campaign focuses on the fact that sleep quality is a major issue in Hong Kong, ranking among the top 3 health concerns of Hong Kong people.

The ‘Take Sleep Seriously campaign,’ as well as raising awareness of the importance of sleep, demonstrates Mannings’ dedication to improving Hong Kongers’ sleep quality with specialty products and tips, through an online video. The video showcases a variety of ways and means people can ensure a better night’s sleep and features a reworked version of Brahm’s lullaby, with specially written lyrics. 

In the campaign, the Mannings Cat sweetly sings along as it kindly inspires people to improve sleep quality in different ways. The video concludes with the lullaby slowing, as people gently fall asleep with the help of Mannings products.

For Mannings, healthy sleep is essential for physical, mental and social wellbeing, and depth, duration, continuity and timing of sleep are all critical aspects for overall sleep quality. The good news is that Hong Kong people can turn to a variety of sleep remedies and Mannings boasts an extensive range of products that help reduce stress and enhance sleep quality. 

These include health supplements rich in key ingredients such as melatonin, GABA, and herbal extracts, and skincare, hair care and bathing products infused with relaxing fragrances and able to be incorporated into a self-care routine in support of optimising sleep. Expert advice on product usage, as well as healthy sleep habits, are also all part of the services at Mannings.

Kayley Hui, marketing director of health and beauty for Hong Kong, Macau & China at DFI Retail Group, said, “Our ‘Take Sleep Seriously’ campaign aims to raise awareness about the importance of quality sleep for overall health and well-being. By offering products and services that enhance sleep and relaxation, we hope to encourage our customers to prioritize sleep and make informed choices for a healthier lifestyle.”

Meanwhile, Frankie Fung, chief creative officer at DDB Group Hong Kong, commented, “We’re thrilled to partner with Mannings on their ‘Take Sleep Seriously’ campaign, which addresses a significant health concern in Hong Kong. Our collaboration allowed us to create an engaging thematic video that captures the importance of quality sleep, featuring a unique twist on the iconic Brahms’ lullaby. We hope this campaign inspires Hong Kongers to invest in some sleep self-care, and not only have one less health concern, but also experience all the many benefits of regularly getting a good night’s sleep.”

The campaign will run online, across social media, outdoor and in-store for the month of October.

London, United Kingdom – Cybersecurity company Surfshark has recently ran a thought-provoking campaign on the streets of London. The campaign featured individuals wearing signs instead of clothes, urging social media giants to prioritise privacy and stop leaving their users feeling ‘naked’. 

The signs read “Don’t strip users of their privacy” and “Don’t leave your users naked”. The campaigners visited several busy areas across London, including the offices of major tech companies, to amplify their message.

‘Naked People’ raises awareness about social media security practices and the exploitation of user data. Surfshark’s mission is clear: safeguard individuals’ online identities and empower them to regain control of their personal information.

IIt is worth noting that Europe’s General Data Protection Regulation (GDPR) was expected to change invasive data collection practices with strict regulation and high fines. However, the huge increase in fines given to top social media platforms for GDPR violations shows that user data protection is still a pressing concern. Moreover, Facebook, Instagram, TikTok, and other big platforms — are all fined for mishandling user data.

Goda Sukackaite, privacy counsel at Surfshark, said, “An analysis of GDPR fines shows that the media, telecommunications, and broadcasting sector is the most heavily fined sector overall. Notably, the top social media companies, which are the largest data collectors, have also received the highest fines.”

She added, “Such penalties demonstrate the imperative to hold major social media players accountable for their data handling practices, ensuring that the privacy and safety of all users is given the utmost consideration and care.”

To highlight these alarming statistics, London’s vibrant and influential landscape offered the perfect setting to spark critical conversations around privacy and challenge the current norms in the tech industry.