Tag: Marketing

Philippines – The Department of Tourism (DOT) has launched its flagship tourism program, the ‘Philippine Experience Program’ (PEP) on Klook Philippines’ platform through a partnership.

The collaboration aims to make travel experiences more accessible in the country, while advancing the digitalisation of Philippine tourism.

Through the partnership, PEP’s curated tour packages across the country are now available in the platform, including the ‘Culture, Heritage & Adventure’ tours in the Calabarzon, Ilocos, and Visayas regions. Tours will also be available in Bicol and Palawan.

Each tour spans a variety of experiences, including historical and cultural immersion, sampling local delicacies, and exploring different landmarks.

Additionally, the partnership seeks to integrate DOT’s ‘Tourist Rest Areas’ on the Klook platform. DOT also plans to endorse Klook as partners of Mactan-Cebu International Airport and Clark International Airport.

“With this partnership with Klook, the Philippine Experience Program will now be carried on the Klook platform. The Philippine Experience Program is a flagship initiative of the Marcos administration, whereby, we are translating the President’s vision of reintroducing the Philippines to the world, not just from a one-dimensional lens of fun and adventure, but also from the highly diversified lens of our Filipino identity that can very well be seen in in our culture, our heritage, our stories, immersions into our communities, our gastronomy, and all the other experiences that you can have in our destinations. Carrying the Philippine Experience Program on Klook will also equalize tourism opportunities among our destinations, which is the advocacy of the Department of Tourism,” Christina Garcia Frasco, DOT secretary, commented.

“At Klook, we believe there are countless adventures, unique experiences, and cultural treasures still waiting to be discovered. Here in the Philippines, with its stunning natural wonders and the warmth and vibrancy of its people, we are excited to partner with the Department of Tourism to bring even more of these incredible experiences to Filipinos and travelers around the world,” Eric Gnock Fah, Klook president and co-founder, said.

Singapore – Samsung Electronics has appointed Jeffrey Hahn as its new president in Singapore, overseeing its strategy and operations in the country for growth and innovation.

In his new role, Hahn will focus on Samsung’s artificial intelligence (AI) innovation across Singapore, driving wider adoption through its range of devices. Harnessing Samsung’s AI vision, Hahn aims to democratise AI to empower individuals, businesses, and communities in their daily experiences.

As the new president, Hahn focuses on strengthening Samsung’s partnerships in Singapore, prioritising security and privacy to ensure seamless experiences for its users.

At Samsung, Hahn aims to establish a strong foundation for sustainable growth by infusing its strategies with innovation and highlighting its operational excellence. Hahn seeks to improve the company’s efficiency and productivity while maintaining its position in the industry.

Hahn has been working with Samsung for over 20 years, having held leadership roles in Europe and Asia-Pacific markets. In his various roles, he has led sales, strategic planning, and regional management.

Prior to his new role, Hahn served as group leader in Samsung’s sales innovation team, leading the team to optimise business results.

“It is a tremendous honour to assume this role at such a pivotal time as AI continues to redefine the way we work and live. Singapore’s ambitious vision for AI creates unprecedented opportunities for Samsung to align with and contribute to the nation’s transformative journey. At Samsung, we remain committed to strengthening our leadership in AI by seamlessly integrating its capabilities into our users’ everyday lives while prioritising security and privacy as core principles. Our mission is to empower Singaporeans with the confidence and trust needed to embrace AI, enabling them to thrive in an AI-powered future,” Hahn commented.

Many businesses in the entertainment industry faced significant challenges during the COVID-19 pandemic. With lockdowns hindering in-person events, live theatre productions found it difficult to fill seats, and faced issues with declining revenue.

Nonetheless, theatrical production company Global Creatures found a way to overcome these difficulties. This case study details how Global Creatures rose above the challenges brought by the pandemic, reviving revenue by promoting its landmark ‘Moulin Rouge! The Musical’ production through its collaboration with Quantcast and ACMN.

The Challenge

Like all businesses in the theatre industry, Global Creatures suffered a blow during the COVID-19 pandemic. With government-mandated lockdowns and health measures in place, attendance in theatres decreased, subsequently reducing revenue from ticket and merchandise sales. 

Relaxed regulations in 2022 saw more people being comfortable going to theatres, prompting Global Creatures to promote ‘Moulin Rouge! The Musical’, but the company also faced increasing competition from other theatre and events businesses in doing so.

The Objectives

Global Creatures aimed to target new audiences for the musical, going beyond reaching its existing fans. While reaching as many viewers as possible, the goal was to drive more conversions through ticket sales. Global Creatures also sought to improve cost-per-acquisition (CPA) and return-on-ad-spend (ROAS) for advertising efficiency.

The Solutions

To meet these objectives, Global Creatures worked with ACMN, its appointed media agency, and Quantcast, its adtech partner.

Its first step revolved around identifying the right audiences. Using Quantcast’s repository of live first-party audience dataset, Global Creatures and ACMN found differences in the behaviours of musical fans before and after the pandemic. These insights helped in the targeting strategy, directing ads and the right messaging to fans more likely to purchase tickets.

To provide the right messaging and ad creatives for audiences, Global Creatures harnessed pixel technology and AI. Quantcast implemented pixels on Global Creatures’ website, developing a stream of data that recognised its target audiences’ digital behavioural patterns in real-time. Quantcast then used AI to create brand-specific predictive models for each campaign. Through this strategy, Quantcast was able to determine the right audience to serve the ad, depending on their score and level of intent, providing efficiency.

Using conversion insights, Global Creatures optimised the campaign targeting in real-time, reaching both new prospects and site visitors who have dropped off to encourage more ticket bookings. It also delivered relevant ads to high-value customers to encourage more spend.

The Results 

The strategy allowed Global Creatures to successfully reach new audiences for ‘Moulin Rouge! The Musical,’ encouraging them to return to the theatres. Global Creatures was able to drive ticket sales with 55% more efficient CPA, exceeding its initial goal. Additionally, the company reached 348 times more return on ad spend, 71% better than its aim. 

Vietnam – Apple has revealed its second ‘Shot on iPhone’ campaign with a new music video celebrating Tết, the Vietnamese New Year.

‘Save the Music,’ was done in collaboration with TBWA\ Media Arts Lab Southeast Asia, featuring Vietnam-based artist Wren Evans. 

The music video was directed by C Prinz through the production company Smuggler. Meanwhile, Heckler Singapore worked on its post-production. C Prinz also collaborated with Vietnam’s BƯỚC NHẢY dance crew and choreographer, Tyrik Patterson, to ensure that the sequences appear cinematic for all social media platforms.

Highlighting the capabilities of iPhone 16 Pro, the music video was shot entirely using the phone’s camera, showcasing its slow motion, zoom, and stabilizing features.

Centered on Evans’ love for music, the video also highlights Vietnam’s culture of creativity to inspire others to take on a distinct artistic direction.

The music video, launched ahead of Tết celebrations across social media channels, aims to inspire others to dance and capture their experiences using the camera.

Manila, Philippines – Payment network Mastercard has launched its Priceless program in the Philippines, offering local and international cardholders unique experiences including travel, dining, entertainment, and shopping. The program aims to help connect people with their different interests.

Priceless Philippines is the recent extension of Mastercard’s global Priceless program as tourism in the Asia-Pacific region gains momentum.

Through the Priceless program, cardholders globally can access Mastercard’s offering of curated experiences in various locations, including Indonesia, Malaysia, Singapore, and Thailand.

With the launch of Priceless Philippines, ten destinations in the country have been added to the offering, including a private island vacation, heritage tours, and exclusive concert pre-sales. Mastercard is set to add more experiences in the country.

Simon Calasanz, country manager of Mastercard in the Philippines, said, “The Philippines is home to world-class travel and cultural destinations, and Mastercard is thrilled to showcase the best of these to domestic and international travellers through Priceless Philippines. The program will also support the growth of Philippine tourism and expand economic opportunities for local businesses, complementing the government’s efforts to bolster the local tourism industry.”

Julie Nestor, executive vice president of marketing and communications of Mastercard in Asia-Pacific, said, “Connecting people to their passions, their purpose, and to each other, is Mastercard’s commitment through Priceless and nothing bridges cultures as powerfully as travel. Launching Priceless in the Philippines is part of Mastercard’s ambition within the broader region to elevate tourism experiences while supporting the growth of businesses in this sector.”

Singapore – Telecommunications company Singtel spotlights the capabilities of artificial intelligence (AI) in its latest Chinese New Year (CNY) film.

The ‘Once Upon a CNY’ film, which injects humour while highlighting the importance of technology, shows how AI saves a family’s CNY celebration.

Singtel has recently been integrating AI into its businesses, including its offering of free Perplexity Pro subscriptions to customers. In line with this, the new short film is a reference to Perplexity, highlighting its abilities.

Following the story of wife and mother Mei who is struggling to prepare for CNY, the film shows how an AI assistant immediately makes her tasks lighter.

An AI assistant suddenly responds to her troubles after expressing how she cannot be “everything everywhere all at once,” a reference to the Hollywood film that presents a woman learning from the different versions of her life.

Like in ‘Everything Everywhere All at Once,’ Mei is also shown an alternate reality where all her worries are eliminated through technology. Inspired, Mei uses Singtel’s WiFi 7 to easily handle smart appliances, including a fridge and a vacuum.

Singtel produced ‘Once Upon a CNY’ in collaboration with Akanga Films, set to run on Singtel TV and social media channels from January 17 to February 12.

Yuen Kuan Moon, Singtel group chief executive officer, said, “We have always strived to stay abreast of technology to serve our customers better and this year, AI-driven innovation will definitely be front and centre as we bring its transformative powers to our retail and enterprise customers. By showing how AI can even transform everyday life at home, we are underlining our commitment to making AI accessible to all by enriching consumers lives and empowering enterprises to innovate, reinvent themselves and grow.”

Lian Pek, Singtel’s vice president of group strategic communications and brand, said, “The burnt-out mom is both universal and relatable, which is why we chose her to demonstrate the very real benefits of deploying best-in-class connectivity and technology at home. This is especially pertinent during festive occasions like Chinese New Year where everyone can arm themselves with the latest technology to make their lives easier. As a company that derives its purpose from empowering customers, this film is about how technology can do wonders in helping us keep traditions alive!”

Philippines – Coca-Cola Beverages Philippines, Inc. has changed its name to Coca-Cola Europacific Aboitiz Philippines (CCEAP) following its acquisition by Coca-Cola Europacific Partners Plc (CCEP) and Aboitiz Equity Venture (AEV).

The name change, approved by the Securities and Exchange Commission, is effective starting January 15, 2025.

The acquisition was completed on February 23, 2024, after CCEP and AEV’s announcement of jointly owning the company in 2023.

CCEAP is the bottling and distribution partner of Coca-Cola in the Philippines, manufacturing brands like Coke, Royal, and Sprite. Meanwhile, AEV is a holding company with investments in various sectors, in cluding food manufacturing.

“Our new name signifies an exciting new phase in our journey as we reaffirm our commitment to serving our customers, supporting our people and communities, and driving long-term growth for the country. In the 113 years that Coca-Cola has called the Philippines home, we look forward to a hundred more years of refreshing our consumers and making a difference through our Great People, Great Beverages, Great Execution, and Great Partners — Done Sustainably,” Gareth McGeown, president and chief executive officer (CEO) of CCEAP, said.

Sabin Aboitiz, president and CEO of Aboitiz Group, commented, “More than anything, this new name represents the strength of our partnership with Coca-Cola Europacific Partners. We share a solid commitment to our customers and communities, and with this new identity, we believe we can make a much more meaningful impact.”

Singapore – Superapp Grab has forged a partnership with high-tech enterprise BYD to provide its driver-partners in Southeast Asia (SEA) with more access to electric vehicles (EVs).

Through the partnership, Grab and BYD aim to make EVs accessible to driver-partners in SEA, offering competitive rates and battery warranties. Drivers can opt to rent the vehicle or seek financing support from Grab’s car ownership schemes.

With the availability of green vehicles, the companies strengthen their sustainability efforts to advance zero-emission modes of transportation.

The option for an ‘eco-friendly ride’ in the Grab app is available in some countries, including Singapore and Thailand. This allows Grab to prioritise allocating EVs to users without any additional charge.

Additionally, BYD and Grab will collaborate to ensure deep technology integration between the vehicles and the platform. This includes the installation of the Grab driver application in BYD vehicles, allowing efficiency for drivers to view their jobs, navigation, and messages on a large screen. The EV’s sensor and data will also be integrated into Grab’s platform to track driving patterns and behaviours.

The data from the EVs, including wiper signals and speed, provides Grab with the necessary information about weather and traffic, allowing it to predict passenger demand and improve the accuracy of each ride’s estimated time of arrival.

The regional partnership covers Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

Liu Xueliang, general manager of BYD Asia Pacific Auto Sales Division, said, “We are excited to partner with Grab as the leading on-demand transport provider in Southeast Asia and push forward the transition to electric vehicles in the region. BYD, as the world’s leading new energy vehicle manufacturer, will best integrate our technology with Grab’s, and we look forward to working with them to deliver a unique and unparalleled experience for their drivers and users. We continue to be dedicated to our goal of building a zero-emission ecosystem and we are committed to supporting Grab’s fleet and driver-partners. Through this collaboration, we are working together with Grab to realize the vision of cooling the earth by one degree.”

Chuck Kim, managing director of group business development at Grab, said, “Sustainable growth in Southeast Asia is a priority for us and we are always looking to improve our offerings to both our driver-partners and Grab users. This collaboration enables us to drive the transition to EVs forward by lowering the financial barriers that are often associated with EVs, and in the long run deliver economic benefits to our driver-partners which may include fuel cost savings. We are confident that a reliable partner like BYD who are committed to delivering high quality vehicles and services allows us to showcase the benefits of EVs and make green transportation an accessible option to everyone.”

Data-driven strategies have become a requirement for businesses across sectors to engage customers. For companies operating across markets in the Asia-Pacific (APAC) region, the challenge heightens. To meet the customers’ needs for personalisation and seamless interaction, traditional methods may be insufficient.

FedEx, a transportation, e-commerce, and business services provider, has found its traditional customer segmentation based on last shipment data ineffective to personalise experiences for its customers, lacking nuances in the approach.

Although its ‘Always On’ campaigns have long been rolling out monthly in APAC to address all customer lifecycle (CLC) stages, the company sees the need to boost its strategy to continue engaging its customers.

This case study digs deeper into FedEx’s strategy to engage its customers from initial acquisition to long-term retention and reactivation through tailored campaigns.

The Challenge

Prior to having CLC models, companies like FedEx may rely on last shipment data for customer engagement. However, this has proven ineffective due to the lack of granularity in segmenting customers. FedEx needs extensive data sources to gain various dimensions that affect customer engagement, navigating the challenge of personalisation for different audiences in the vast market.

Additionally, FedEx found limitations in its initial set of CLC campaigns in 2021 with its previous email platform provider, which were static with fixed email sequences triggered by events. These campaigns also took significant time and effort from the email team when setting them up quarterly.

The Objectives

With the aim of addressing the CLC stages, FedEx’s objectives cover the entire cycle with the ‘Always On’ campaign’s nurture, grow or retain, and reactivation phases. Specifically, the company aims to acquire new customers, grow its active customers’ ‘share-of-wallet’, and win back its lapsed customers and revenue.

The Solution

With its need for scalability, automation, and personalisation, FedEx collaborated with Salesforce professional services to develop multiple CLC campaigns targeting various segments. Each customer segment, including prospects, new joiners, active and dormant customers received tailored email journeys. Through different campaigns, FedEx’s objectives of converting leads, engaging new customers, and reactivating lapsed ones were addressed. The campaigns also used English and local languages to cater to 14 APAC markets and ensure cultural relevance.

Additionally, it also allowed the FedEx team to build and manage campaigns in-house, upskilling its marketing operations team for future campaign automation. The team conducted internal testing, developed reusable templates, and automated the customer registration process.

To further reduce its reliance on external support, FedEx worked on building, testing, and deploying its emails for customers using an Excel template. A self-service platform, also created by the marketing operations team, turns the file into an email and sends it to customers once campaign owners are satisfied with it.

Furthermore, they created a self-service platform that enables non-technical campaign owners to build and deploy emails using Excel, eliminating the need for complex technical skills and Salesforce expertise. This solution has been implemented in various APAC markets, leading to campaign efficiency.

The Results

Through the new strategy, FedEx’s campaigns across the CLC stages led to a growing customer base and revenue. It also significantly saved the company’s hours by 60% to 80%, with the automated campaign needing only a one-time set-up, ready to be sent to different customer groups. The strategy also allowed for scalability and flexibility, leading to improved customer engagement.

Manila, Philippines – The Department of Tourism (DOT) has forged a partnership with airline AirAsia Philippines to promote the Philippines as a Muslim-friendly destination.

AirAsia has been offering Halal-certified meal options on its domestic and international flights, which aligns with DOT’s aim to increase Muslim tourists in the Philippines through inclusive experiences.

As part of the partnership, AirAsia Philippines is increasing flight frequency to Cebu, Caticlan, and Cagayan De Oro with the goal of boosting tourist revenue.

Starting January 16 this year, AirAsia Philippines guests can try the new addition to the menu of Santan, the airline’s food and beverages brand. Santan has launched the Halal dish ‘Beef Rendang with Chicken Pastil,’ which is inspired by the culinary traditions of various tribes in Davao. The dish was developed in partnership with the Universal Islamic Center.

Santan’s other offerings include ‘Nasi Lemak and Chicken Rice’ and ‘Chicken Inasal,’ all prepared according to Halal standards.

“AirAsia Philippines takes pride in breaking barriers to travel and making our services more inclusive for all, especially for our Muslim travellers. We are very bullish. We will make this partnership stronger, bigger, and more successful. We understand that airlines play a vital role in the Halal promotion as we are one of the frontiers of consumer journey in tourism. Hence, we continue to be agile and enhance our offerings so that everyone feels welcomed and truly at home when they visit our beautiful country,” Ricky Isla, AirAsia Philippines’ chief executive officer, said.

“As part of our strategy to become a Muslim-friendly tourism destination, we have ensured that the touch points of Muslim tourists in the country are properly addressed. We anticipate that the Santan menu will add even more dishes that are inclusive to our communities in the country bringing more delight to our travellers. Also, I am heartened to know that the focus of AirAsia will be on the expansion of domestic tourism in the country. This memorandum that we have signed today is a testament to the power of collaboration reflecting our shared aspiration for an inclusive and globally competitive Philippine tourism industry,” Christina Garcia Frasco, DOT secretary, said.