Tag: Marketing

Kuala Lumpur, Malaysia – Shell has unveiled more rewards for customers through a loyalty campaign with creative agency GrowthOps Asia.

Shell and GrowthOps’ campaign builds on the ‘Quest For More’ campaign, focusing on the opportunity to unlock more rewards through purchases on the Shell App. 

Customers can increase their BonusLink points on the app through each purchase of fuel of items from Shell Select and Shell Café. During the campaign’s duration, users can gain significantly more points when buying Shell fuels.

Through the collaboration with GrowthOps, Shell also showcases its digital innovations and its commitment to improving customers’ digital experiences.

The campaign is running across digital-out-of-home, digital media, app, radio, CRM, and Shell’s retail stores.

“Identifying customer loyalty as the next step in our campaign journey with Shell was a strategic move rooted in the goal of building longer-term, value-driven relationships. The Quest For More campaign laid a solid foundation, and with this loyalty extension, we’re excited to offer Malaysians more reasons to choose Shell, not just for fuel but for a rewarding lifestyle,” Seow Lee Ming, general manager at Shell Malaysia, said.

“We are excited to continue the adventure with Shell. Through this campaign, we’ve created a dynamic experience that not only highlights the benefits of multiplying rewards via the Shell App but also celebrates the loyalty of Shell’s customers by making every visit more exciting,” Chris Greenough, general manager of GrowthOps Malaysia, commented.

Kuala Lumpur, Malaysia – Travel service provider Trip.com has launched a brand campaign at Kuala Lumpur International Airport (KLIA) through a partnership with advertising company Meru Utama Sdn Bhd (VGI Airports).

Trip.com’s collaboration with VGI Airports is part of its effort to enhance brand visibility in Southeast Asia (SEA). It leverages KLIA’s prominent advertising spaces including aerobridges, walkways, and landside areas.

The campaign aims to inform travellers of Trip.com’s features and travel solutions. The travel service provider helps travellers with flight bookings, hotel accommodations, car rentals, and other experiences.

Through the partnership, Trip.com leverages KLIA as one of the busiest airports in SEA.

Stephane Thong, general manager at Trip.com Malaysia, said, “We are thrilled to partner with Malaysia Airports on this exciting brand campaign. Kuala Lumpur International Airport is a key gateway to Asia and beyond, making it an ideal platform to showcase Trip.com’s offerings to an international audience. This collaboration not only boosts our brand visibility but also demonstrates our commitment to supporting the resurgence of global travel.”

“As the appointed media concessionaire for KLIA, we are delighted to welcome Trip.com as a key brand partner. The synergy of this partnership perfectly demonstrates the power of advertising at one of Asia’s premier airports, with Trip.com’s global reach and innovative travel solutions resonating well with the diverse international audience passing through KLIA’s terminals,” Herman Lim, general manager, of VGI Airports, commented.

New York – Marketing network Stagwell, is expanding its global reach with the addition of digital marketing agency Blue Horse and design studio DashDigital to its global affiliate network.

Malaysia-based Blue Horse and DashDigital from South Africa are set to contribute to Stagwell’s aim of providing solutions for clients globally.

Focusing on performance marketing needs in Southeast Asia, Blue Horse assists in daily operations to maximise profits. It provides specialised solutions for clients across consumer and e-commerce industries.

Meanwhile, DashDigital serves clients globally. It leverages in-depth research, strategy, and technology to boost audience engagement for brands and agencies.

Stagwell’s global affiliate program provides clients globally with access to full-service solutions, allowing both the company and its partners to expand their reach beyond local markets.

Nicholas Wong, co-founder and director of Blue Horse, commented, “Blue Horse Digital Marketing thrives on the leanness of our operations to provide highly personal services in a massively growing digital economy. We are very excited to be a Stagwell affiliate partner and hope to leverage on their support towards creating more effective and holistic offerings to our current and potential clientele.” 

“At DashDigital, collaboration is everything, so the opportunity to join Stagwell’s affiliate program is huge for us. We can’t wait to harness the immense resources and possibilities the partnership will afford us, continuing on our mission to push the boundaries of design and encourage our clients to do the same,” Rogan Jansen, co-founder and creative director at DashDigital, said. 

Singapore – Renaissance Hotels, a brand under Marriott Bonvoy, is supporting local artisans and small businesses through the launch of the global digital marketplace ‘R Finds’

Beyond being an online marketplace, ‘R Finds’ is part of Renaissance Hotels’ effort to connect travellers with culture and community across the globe.

To empower local artisans and entrepreneurs, Renaissance Hotels has designed the marketplace to be commission-free, allowing small businesses to widen their reach globally without additional costs.

The digital platform has been assembled with Reinassance Hotels’ Navigators, the brand’s community experts with connections on-ground. The Navigators helped curate local products from hidden creative businesses. 

Customers can find handcrafted goods and food from ‘R Finds,’ representing the distinct culture of different neighborhoods.

The platform features brands Amorío from Mexico, EIRA from India, Larimar from the Dominican Republic, Suraquia from Spain, and Mince from Thailand. It also includes US retailers like Sunday Standard, Ox & Pine Leather Goods, and Meyer the Hatter.

Embodying an editorial approach, the site features content from Wallpaper magazine and contributions from celebrity guest editors.

The debut of ‘R Finds’ is part of Renaissance Hotels’ commemoration of Global Day of Discovery each Nov. 19, which celebrates local communities and businesses through events.

“With the launch of R FINDS, we’re evolving Global Day of Discovery from a one-day celebration of localism to a platform that fosters meaningful connections year-round. This digital marketplace connects travelers instantly to unique makers from around the world, proving that our commitment to generating positive and sustained impact for our neighbors extends far beyond the walls of each hotel,” Jennifer Connell, vice president and global brand leader of premium distinctive and collection brands at Marriott International, commented.

Sydney, Australia – Marketing agency Jaywing has announced two key hires to enhance its digital public relations offering amidst growing client demand.

Jaywing has appointed Rob Hilborn as senior SEO director and Harriet Dawson as digital PR specialist, both with experience in the digital PR practice.

Hilborn joins the company from Submerge, a creative marketing specialist in the UK, where he was head of SEO. With over 10 years of experience in digital marketing, PR, and project management, he has worked with brands such as Laithwaites, Legal & General, and Red Head Wine.

Meanwhile, Dawson worked with iProspect, building its digital PR product offering and executing campaigns for La Roche Posay, Garnier, and Lancôme.

Tom Geekie, chief executive officer at Jaywing, commented, “With search engine optimisation becoming more competitive as tools and platforms do more of the heavy lifting, securing high quality backlinks and media coverage is becoming a crucial differentiator. Digital PR is one of the most effective ways to drive these links from sites with high domain authorities, such as news sites, making it a must have for any sites wanting to compete against major brands.

“The expansion of our Digital PR capabilities gives our clients the edge needed to stand out against competitors. This service is already delivering impressive results, and with Harriet and Rob onboard, working together with Katie, we’re excited to build on this momentum and continue driving business growth for our partners,” Geekie added.

Hilborn commented, “Having seen the effectiveness of Digital PR, it’s great to be joining an innovative and forward-thinking agency like Jaywing which recognises the value it delivers in driving better SEO outcomes. I’m delighted to be joining the team.”

“I’m excited to join Jaywing’s growing Digital PR team and bring my expertise in creating impactful campaigns for our clients. Digital PR is already thriving in the UK and other parts of the world, and it’s exciting to be part of the industry as it takes off in Australia as well,” Dawson said.

Singapore – United Overseas Bank has collaborated with Samsung Ads to launch a multi-country connected TV (CTV) campaign across Southeast Asia during a key sporting event. 

The CTV campaign, in partnership with media agency Mindshare, ran across Samsung TVs in Singapore, Thailand, Malaysia, and Indonesia. 

The campaign aims to highlight UOB’s TMRW, a regional banking app, and boost its brand visibility in SEA.

Integrating the TMRW advertisement in Samsung Smart TVs enables UOB to capitalise on peak TV viewership during the global event. It allowed UOB to maximise reach without traditional sponsorship. 

Aired during the opening and closing ceremonies of the sporting event, the campaign ran simultaneously in all four countries in three different languages.

“We are pioneering CTV in the financial sector by employing innovative formats like strategic roadblocks and QR codes. By capitalising on a major sporting moment, we maximised reach during peak viewership, enhanced engagement with UOB TMRW app, and gained valuable insights into campaign ROI.” Sivea Pascale, head of group retail marketing at United Overseas Bank, said.

Carey Loh, managing director of Mindshare, part of GroupM, commented, “This was not only our first multi-country roadblock but also our debut campaign on Samsung Ads in Southeast Asia. The seamless execution placed our content front and center with a large, engaged audience, boosting awareness and driving action. Reaching households as they turn on the TV proved to be a game-changer.”

“UOB’s out-of-the-box approach during a major cultural event leveraged the rapid adoption of Connected TVs in the region. The integrated native ad format cut through the noise and highlighted the impact of strategic timing, engaging content, and innovative execution in Southeast Asia’s advertising landscape,” Alex Spurzem, managing director of Samsung Ads Southeast Asia and Oceania (SEAO), said.

Singapore – Brand and design consultancy Elmwood has appointed Claudia Li and Jean Chen as group account directors to strengthen its leadership team in Singapore.

In their new roles, Li and Chen will focus on serving Elmwood’s clients and expanding its brand consulting practice and offerings.

Li brings over 20 years of experience in brand consulting, having worked with clients such as Celcom Digi, Vodafone, HSBC, Bank of America, Swire Properties, and Shang-ri La Group among others. She joins the company from Design Bridge and Partners in Hong Kong. 

Meanwhile, Chen has nearly 20 years of experience in regional and global markets, having partnered with brands like Haleon, Mars, Unilever, Yili and more.

“One of Elmwood’s strengths is the ability to translate deep-rooted cultural and consumer insights into outstanding brand solutions. With the added power of data and creative technology, we’re poised to shape brands in meaningful ways across the region. I’m excited to join this journey and look forward to partnering with brand owners and marketers to create inspiring, impactful brands,” Li commented.

“I am thrilled to return to Elmwood at such an exciting time in the agency’s evolution. With a rich history of driving successful consumer brand initiatives, I look forward to leveraging my experience to enhance our offerings and deliver impactful solutions for our clients. Together with Claudia and the talented client servicing team, I am eager to explore innovative strategies that will elevate our clients’ brands and resonate deeply with consumers across the region,” Chen said.

Celeste Cheong, managing director of Elmwood Singapore, commented, “We are thrilled to welcome Ambrish, Claudia and Jean to round up our leadership team. Their combined experience and unique perspectives will be invaluable as we boldly shape the future. Accelerated growth and innovation for our clients across the APAC region do not happen by accident. It takes intent and, we are here to build brands that are iconically always new.”

Singapore – Studio Birthplace is highlighting the plight of indigenous people fighting to protect the wilderness in a new film produced with Heckler Singapore.

Heckler Singapore joins Studio Birthplace as VFX partner on the music film, titled ‘Earth Defender.’ The film follows the story of a father and son defending the rainforest in the Sungai Utik community in Indonesia.

Directed by Studio Birthplace’s indigenous filmmaker Kynan Tegar, Heckler Singapore’s creative director Cody Amos led the VFX work. It also featured Novo Amor’s musical score.

As a VFX partner, Heckler Singapore recreated the forest’s destruction, battle scene, and sequences that highlight nature. The post-production company used drones, 3D/2D extensions, CG elements, and props to bring the vision to life.

According to Studio Birthplace’s co-directors Jorik Dozy and Sil van der Woerd, the film aims to shed light on the significance of indigenous people’s work as frontliners fighting crises in climate and human rights.

“This was the sort of project I wish I could work on every single day. Firstly, the technical VFX challenges were huge! Building a forest in CG is one thing, but getting the whole forest to fall over is completely another. We built a cool system to destroy huge trees and then duplicated them, so we had thousands of trees falling and breaking,” Amos commented.

“We also did some sad dead bird simulations and splashes, some epic matte painting work, along with creating a really abstract depiction of our hero moving on to the next life. To be doing such interesting work is already exciting, but to be doing it for a project that is addressing probably the most important issue of our time, the destruction of our natural world, felt like such an honour. And of course, working with the legends at Studio Birthplace is always delightful,” Amos added.

“We went through a really intense process with the community, doing multiple community meetings, where the whole project was openly discussed. As filmmakers, we’re used to having a certain degree of control, but working outdoors with a large community taught us to let go and flow with the moment. When it rained or the river flooded, we adapted. Everything given by the actors – who are all people from the Sungai Utik community – we considered a gift. It brought a beautiful unpredictability,” Dozy said.

“A full month we spent mostly disconnected from the internet, taking our morning showers in the river and spending our evenings on the comfortable wooden floors of the longhouse, amidst the community. We learned so much, not just as filmmakers, but spiritually too, as we started to see how incredibly far our individualistic Western culture has drifted away from living in harmony with the natural world. In a way, we became students, learning what it means to be Indigenous,” Sil added.

“This film is about the very real problems that exist within our world, the criminalisation and the murder of Earth Defenders. Indigenous Peoples that fought for their land, their forests, their rivers, and gave the biggest sacrifice, which is their life. There are communities whose whole livelihood was taken from them,” Tegar commented.

“The very part of their identity, which is the nature surrounding them, taken from them, ripped away. That’s a story that rang very close to home for me. That’s the story that we want to convey,” Tegar concluded.

Singapore – POSB Bank has released a new campaign with Tribal Worldwide Singapore to debunk misconceptions about cancer.

The campaign titled ‘Does Age Matter’ seeks to correct the common assumption that cancer comes with old age through a social experiment. It highlights the importance of financial protection as a preparation before possibly getting the disease.

Through the campaign, POSB aims to mold how young people plan financially for protection against critical illness. It reinforces POSB’s dedication to providing insurance options.

As part of POSB’s ‘4 Money Habits’ framework, it encourages people to create a financial plan through good money habits. 

Featuring two Singaporeans with cancer, POSB shares personal stories that show what cancer means and how insurance products can help cancer patients. It features cancer survivor Lay Teng and caregiver Corrine, delving into how having supportive people around cancer patients is vital to their well-being.

The campaign has been released across social media, out-of-home, and polyclinics in the country.

“Attaining financial well-being contributes significantly to one’s overall health and happiness, as it provides a crucial buffer against unexpected life challenges, like cancer,” Bee Bee Lim, head of marketing at DBS & POSB, said.

“As a bank that is committed to helping all our customers achieve financial and retirement security, we not only provide accessible and relevant solutions that empower individuals to navigate their financial journeys with confidence. We want to also raise awareness among our younger customers in a way that is delicate yet powerful, so that they can take action to protect themselves and their loved ones,” Lim added.

“We’re diving headfirst into uncomfortable realities to set the campaign apart. It’s a bold move in an industry often wary of discomfort, and it’s exactly the kind of risk that creates real conversations—and lasting change,” Tribal account and creative leads Dahlia Yeo, Chris Lim, and Nikhil Kumar, said.

Singapore – United Overseas Bank (UOB) has collaborated with Disney Cruise Line to reward its cardholders booking on the ‘Disney Adventure’ cruise.

UOB cardholders in Singapore, Malaysia, Indonesia, Thailand, and Vietnam can enjoy benefits when they book cruise vacations starting Dec. 10.

The three-year partnership’s benefits also extend to cardholders booking on UOB’s travel partners UOB Travel Planners, Klook, Traveloka, and Trip.com. Benefits vary among travel partners.

As part of the partnership, UOB has launched the ‘Let the Magic Begin’ campaign through activities.

Customers can get a chance to win a 3-night voyage on the Disney Adventure when using their cards to spend, deposit on their accounts, or make transactions using the UOB TMRW app.

UOB is also rewarding character plushies to the first 1,000 cardholders who exceed $2000 in spending in a period of 10 days.

Additionally, customers can collect stamp cards inspired by the seven areas inside the Disney Adventure cruise line. UOB will reward limited-edition Disney Cruise Line-themed items to those who finish the stamp collection from Dec. 1 to Jan. 12, 2025.

Meanwhile, UOB cardholders can also earn rewards when visiting and purchasing at Jewel Changi Airport’s ‘The Gift of Disney Cruise Line at Jewel’ holiday event.

“UOB is thrilled to team up with Disney Cruise Line on our quest to provide cardholders with unique privileges for their Disney Adventure cruise vacations in this first-of-its-kind collaboration in the region. This fits hand in glove with the slate of artists we have assembled thus far, including the biggest names in Western entertainment, the K-pop scene and Mandopop royalty, the most dramatic theatre productions and hottest music festivals,” Jacquelyn Tan, head of group personal financial services at UOB, said.

“This is testament to our promise of offering marvellous privileges and access to aspiring ASEAN consumers, to fulfill their myriad lifestyle preferences, and underpinning our strategy to drive growth in our customer base closer towards our 10 million ambition in three years,” Tan added.

“As Disney Cruise Line brings its magical cruise vacations to Asia for the first time in December 2025, we look forward to welcoming travellers in the region to experience beloved stories and characters from Disney, Pixar and Marvel brought to life,” Sarah Fox, vice president and regional general manager for Southeast Asia at Disney Cruise Line, commented.

“Through this collaboration with UOB, consumers will have even more options to plan and book their Disney Adventure cruise vacations seamlessly. We can’t wait for guests to create exceptional memories with their family and friends onboard the Disney Adventure,” Fox said.