Tag: Marketing Campaign

Vietnam – Dentsu Redder has teamed up with tech-powered logistics company Giao Hàng Tiết Kiệm (GHTK) in reimagining logistics as a force for good with “Nối Việt Nam – Giao Ngày Mới” or “Connect Vietnam, Deliver Futures”, to empower Vietnamese independent entrepreneurs to achieve the future they deserve.

At the heart of this campaign is the iconic GHTK green tape, which Dentsu Redder has redesigned with a digital pixelated effect to symbolize GHTK’s tech-forward evolution and the bridge-ways it creates for Vietnamese merchants to connect supply and demand to deliver growth.

The campaign includes a teaser launch, a two-minute film highlighting the journey of Vietnamese merchants, and impactful out-of-home (OOH) ads at city gateways, airports, and LED displays in central Hanoi. 

Together, these assets have garnered significant engagement on platforms like TikTok, Facebook, and YouTube, with the main film achieving over 7.7 million views and 33.7 million impressions.

Amidst a slower economic environment and a hyper-competitive e-commerce landscape, entrepreneurship in Vietnam, particularly among independent merchants, has continued to rise. Yet, unlike bigger and more established brands and e-commerce platforms, smaller independent merchants face obstacles in logistics set up.

To serve the needs and enable these merchants to overcome barriers and unlock new opportunities, GHTK transformed itself from a traditional logistics company to offer tech-powered solutions that are accessible to independent entrepreneurs.

Duy Thông, CEO at Dentsu Redder, commented, “As one of Vietnam’s largest logistics providers, GHTK has a remarkable ability to drive significant impact for Vietnam’s independent merchants, and this aligns with our commitment to support our partners to be a force for good.”

He added, “The incorporation of the GHTK tape has established a distinctive and recognizable branding component, positioning the brand as a highway connecting every distance to deliver innovative solutions to Vietnamese merchants. We are delighted to be able to create something meaningful with GHTK that supports growth, resilience, and success within Vietnam’s entrepreneurial community.”

Kuala Lumpur, Malaysia – Tealive has announced the official launch of ‘K-Coffee’ a brand new category of Korean coffee drinks that are ‘oppa approved’ and designed to take Malaysia by storm. 

‘K-Coffee’ by Tealive promises to bring the viral coffee craze of Korean coffee to all Malaysians and was unveiled at an exclusive pre-tasting K-Coffee Pop-up Cafe at Sunway Pyramid. 

Available in all Tealive outlets starting 6 November 2024, K-Coffee is an invitation for all Malaysians to taste a true sensation that has swept Korea.

For this, Tealive has teamed up with TBWA\Malaysia to bring the K-Coffee concept to life, creating a culturally resonant brand campaign. The “Oppa Approved” tagline, crafted by TBWA\Malaysia, adds a playful yet authentic touch, aligning perfectly with the brand’s goal to capture the essence of Korean coffee culture and resonate with fans across the region.

Tealive is challenging Malaysians to get behind this viral Korean sensation with the goal of selling 1 million cups of K-Coffee nationwide in just 10 days! To up the ante, Tealive has promised to reveal their own mysterious “Oppa” if the goal is met. On Friday 6 November, a dynamic digital-out-of-home (DOOH) billboard went live in Bukit Bintang, that captures the tally in real time, reflecting the growing popularity of Tealive’s new K-Coffee. 

The brand new drinks include K-Americano A-A, K-Coffee’ flagship cold brew Americano aand captures the robust yet refreshing taste that’s become a Korean staple, as well as the K-Sparkling Peach Americano. This delightful blend of fruit and coffee is followed by K-Sparkling Grape Americano, another sparkling variation that pairs vibrant fruit flavours with bold Americano. Last but not least, a Malaysian favourite, Spanish Latte joins their menu, providing a creamy, indulgent option.

Yee Hui Tsin, CEO at TBWA\Malaysia, said, “It’s always exciting working with Tealive. K-coffee fulfils Malaysians’ growing appetite for well-crafted drinks and Oppa Approved is designed to elevate the coffee experience for all coffee enthusiasts.”

Meanwhile, Bryan Loo, founder and CEO of Loob Holding Sdn Bhd, commented, “At Tealive, we always strive to bring Malaysians the best, without the high price tag. We created K-Coffee by Tealive so that Malaysians can experience the best of Korea’s coffee culture right here at home, in all our outlets nationwide.”

Singapore – SHARP has launched its new AQUOS XLED with a campaign film centred around the message, “Switch to True Intelligence.” The campaign, created in partnership with The Crisp Group, highlights AQUOS as a pioneer in intelligent TVs, enhancing the viewer experience through real-time upscaling of video and audio, powered by the advanced X6 X-Revelation Processor.

The film captures the magic of how the human imagination is ignited by what we watch. Through light-hearted family moments, it mirrors playful adventures both on and off-screen, effortlessly weaving key product features into the imaginative journey.

Produced in partnership with Alt.VFX, the team employed virtual production to stitch together a complex set of visual narratives in an efficient and streamlined workflow. This approach-reduced production time and significantly minimised the project’s carbon footprint. 

Daisuke Hirasawa, Sharp’s TVS Global Products Planning Division Manager, said, “This new generation AI-super resolution TV was developed for optimum picture quality to elevate the consumer’s entertainment experience. The new mid-high-end 4K TV features a 120Hz Refresh Rate, eliminating motion blurriness and ensuring smoother visuals, ideal for gaming enthusiasts and movie buffs.”

He also added that the campaign will be rolled out across key markets in Southeast Asia and will strengthen SHARP’s presence in the mid-to-premium LED TV segment.

Meanwhile, Chris Gurney, founder and chief creative officer of The Crisp Group, explained, “We show how imagination transforms everyday moments, naturally blending playful family scenes with the product – this breaks away from the not-so-subtle, viewer jumping in or content jumping out of the screen traditionally used in the category.”

Gurney also explained to MARKETECH APAC that the film also shows it being relatable to common audiences, noting that as parents, they naturally put themselves and their kids into the story. 

“These familiar moments like our kids playing pretend, building cubby houses, or the Dad (us) cheering as he scores a goal, only to be stopped by a giant Kaiju foot—bring the story to life in a fun, relatable way. Instead of making the world come out of the TV, it reflects the world already happening in our living rooms, making it engaging for everyone” he explained.

It is also worth noting that the campaign–despite being centred around a technologically-advanced product–still finds its way into being relatable to the common consumer, ensuring that they focus more on the relatable features that improve their television watching experience.

“While televisions continue to get smarter, they are also now competing with multiple more intimate screens. So it’s paramount for us to reinforce its fundamental role in the household which is collective entertainment. This is what we decided to dramatize through our story,” Gurney further added.

Meanwhile, Shantanu Dasgupta, chief strategy officer at The Crisp Group also told MARKETECH APAC that the campaign is the embodiment of why agencies should always be able to properly understand the common human understanding of what matters to them–outside of the technicals of a certain product.

“Consumers are connecting with relatable authentic stories more than ever before. Hence contextualising the role of technology in real everyday moments lends to more compelling brand narratives as opposed to just listing down features and functions in a dry informative way,” he said.

Production for the film was made possible by T&DA, while SteelBridge Studio was in charge of the virtual production with Colin Renshaw as Director, with the post-production and VFX done by Alt.vfx. Meanwhile, the sound and music production was done by SoundsLikeButter, while the music composition was done by Wisteria Sound.

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.”