Tag: Marketing

Singapore – The Ministry of Home Affairs (MHA) in Singapore has launched interactive films to combat terrorist threats with the creative agency VML Singapore.

The newly launched films expand the ‘What’s Your Role’ campaign of SGSecure, a national movement that empowers Singaporeans to be vigilant and secure in the face of possible terrorism.

Designed to equip Singaporeans with knowledge of their roles in keeping the country secure, the films call on viewers to make the right decisions amidst various dangers. It highlights the possible consequences of their actions, such as causing fear and division through the spread of misinformation.

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Learn to spot the signs of radicalisation at SGSecure.gov.sg. Let’s play our roles and get timely help for our loved ones before they hurt themselves or others. WhatsYourRole SGSecure StayUnited StayStrong StayAlert

♬ original sound – SGSecure Official – SGSecure Official

As interactive films, viewers are called to ‘choose their own journey’ when facing dangers. It aims to empower Singaporeans to take on their own roles against terrorism, veering away from the gloomy tone of usual films about the topic.

“We all have a role to play in keeping Singapore safe from terrorism. And there’s no role too small. Which is why we leveraged interactive technology to remind and enable Singaporeans to play theirs, and be ready for any emergency,” Nimesh Desai, chief executive officer of VML Singapore, said.

Wilbur Sim, director at SGSecure Programme Office at MHA, commented, “A whole-of-society approach is crucial to safeguard our community from the threat of terrorism. The interactive films highlight the simple actions that everyone can take to protect our loved ones and our community from the multi-faceted threats of terrorism in a refreshing yet thought-provoking style.”

Singapore – APRW, an integrated communications agency, has announced the expansion of its client portfolio with the addition of leading consumer brands in Singapore.

APRW has added Sterra, Lunch Actually Paktor Group, Mathilde Singapore, and Envoku (Live Group) to its client portfolio.

Sterra, an air and water purifier brand, has appointed APRW as its public relations agency, tasking the agency to manage its publicity efforts.

APRW has also provided counsel of Lunch Actually and Paktor’s merger, crafting its announcement and overseeing the release of the Singles Dating Survey 2024.

Meanwhile, APRW will also be at the helm of the publicity efforts of Mathilde, a luxury handbag brand. APRW is set to lead the PR activities and partnerships of the brand, aiming to reflect its commitment to excellence, sustainability, and individuality.

Additionally, APRW is also working with Envoku, an events and engagement agency under Live Group, helping the brand establish its position as an industry leader.

“We’re delighted to have played a part in helping Lunch Actually and Paktor ‘tie the knot’ as they come together to form the Lunch Actually Paktor Group. This union reflects both brands’ dedication to enriching the dating journey and helping singles find their perfect match. As they combine their strengths and expertise, singles across Asia can look forward to even more opportunities to connect and find love,” Cho Pei Lin, managing director of APRW, said.

Julie Chiang, director of APRW, said, “We are thrilled to be working with Sterra, Envoku, and Mathilde Singapore, three brands that are committed to delivering value and innovation in their respective industries. At APRW, our goal is to help our clients build stronger connections with their audiences by delivering thoughtful, strategic PR solutions. We look forward to helping them navigate their journeys and elevate their presence in meaningful ways.”

Singapore – Majority of Singaporean marketers (73%) are concerned with data privacy amidst their preference for data-driven marketing strategies, a new study by Yahoo DSP has revealed.

In collaboration with Millieu Insight, Yahoo DSP’s report aims to provide an overview of Singaporean marketers’ priorities for the upcoming year.

The report reveals a gap in data utilisation, with only 21% fully using online first-party customer data and only 11% using offline customer data’s full potential.

Meanwhile, 75% of marketers plan to adopt artificial intelligence (AI) and machine learning solutions to prioritise predictive analysis and campaign optimisation.

42% of marketers also aim to implement omnichannel campaigns, with mobile being the preferred channel for 39% of marketers. 34% of advertisers also reported spending more on open web platforms, marking an increase to its value for marketers.

The report also highlights performance marketing as a top priority for 61% of marketers, while only 30% will focus on brand marketing in 2025. With this, 76% reported their concern for campaign performance and efficiency, marking it as their top challenge.

While marketers are optimistic about the industry’s future, they face other challenges such as measuring ROI across channels (72%) and integrating data from different sources (56%).

To help address these challenges, Yahoo DSP has introduced new solutions like the AI suite Yahoo Blueprint, creative suite Yahoo Creative, and the Data Maturity Pulse program, which helps brands evaluate and enhance data.

“As we look toward 2025, the study underscores the pressing need for innovation amidst growing complexity in the marketing landscape. Marketers are increasingly focused on performance-driven strategies and cost-efficiency, which necessitates reliable and transparent partnerships. The solutions and features we showcased today are designed to empower marketers with cutting-edge technology that addresses the industry’s evolving landscape. Together, we can navigate this new era and unlock meaningful growth in an ever-changing digital environment,” Kenneth Koh, head of commercial sales of Southeast Asia at Yahoo DSP, said.

“While marketers in Singapore have recognised that data is a valuable tool to understanding and connecting with consumers, many are still grappling with unlocking its full potential. Amid a constantly changing landscape with limited resources and domain expertise, marketers should seek out and utilise like-minded technology and partners to activate first- party data efficiently for enhanced targeting and omnichannel strategies,” Dan Richardson, director of data and insights of AUSEA at Yahoo DSP, said.

“At Yahoo, we’ve developed the Data Maturity Pulse programme aimed at helping marketers navigate their way through the complex data wilderness. From data culture through to strategy, activation and measurement, the programme evaluates an organisation’s data practices and offers actionable steps to enhance their data capabilities and readiness,” Richardson added.

“In today’s hyperconnected world, marketers need to invest in omnichannel campaigns that seamlessly connect with consumers across touchpoints, efficiently. This shift presents a golden opportunity for marketers to harness the power of AI and its tools to enhance targeting and performance, and deliver maximum impact,” John McNerney, managing director of AUSEA at Yahoo DSP, commented.

“Marketers should turn their focus to cohesive, performance-based, omnichannel strategies, combined with transparent and interoperable ad solutions, to maximise reach, drive engagement and deliver value,” McNerney added. 

Singapore – Breast Cancer Foundation (BCF) has launched a new campaign with DDB Group Singapore, encouraging women to undergo breast cancer screening.

The campaign titled ‘Voices for Ibu’ features a rendition of P. Ramlee’s ‘Ibu,’ using it as an anthem against breast cancer. Its lyrics have been reworked to highlight the importance of early detection and self-care among women.

The performance was unveiled during the 16th Pink Ribbon Walk in October to commemorate Breast Cancer Awareness Month. The tribute was performed by celebrities, survivors, caregivers, and community members.

As part of the initiative, BCF also launched a microsite that features the performance along with information on affordable screening through the Community Mammobus Program. Personal stories of people affected by cancer have also been incorporated in the campaign.

Alisandra Khairuddin, a breast cancer survivor who lost her mother the disease, said, “If you have people that love, care, and rely on you, do you want them to go through life not having you around?”

“Even though mammograms are scary at first, it’s even more scary to find out too late,” Hannah Alkaff, who also lost her mother to breast cancer, said.

Meanwhile, BCF also relaunched its digital hub, providing resources for breast cancer patients and caregivers.

Adeline Kow, general manager of BCF, said, “Early detection can rewrite the story for many families. We hope this video will resonate and motivate viewers to prioritise their health by getting mammograms.”

Singapore – English football league Premier League has collaborated with telecommunications company StarHub for a campaign to combat illegal streaming in Singapore.

The ‘Boot Out Piracy’ campaign aims to address the risks of illegal streaming on unauthorised channels amidst this Premier League season’s run.

To highlight the dangers of piracy, the campaign features football players Alisson Becker, Alejandro Garnacho, Jean-Philippe Mateta, Hwang Hee-chan, and Bukayo Saka to speak to fans.

StarHub is the Premier League’s exclusive broadcaster in Singapore, which entails a significant role in promoting the campaign.

Recently, a study by cybersecurity expert Professor Paul Watters revealed that 65.6% of advertisements on unauthorised streaming platforms are high-risk, which may lead to malware or scams.

To further protect the intellectual property rights of broadcasters, the Premier League is conducting efforts to identify and block access to illegal streaming websites. Additionally, it is working with local law enforcement to track illegal streaming services and the people behind it.

The ‘Boot Out Piracy’ campaign is set to roll out in broadcast channels and social media platforms across Hong Kong, Indonesia, Malaysia, Singapore, Thailand and Vietnam.

Kevin Plumb, Premier League general counsel, commented, “We know how passionate our fans are in Singapore and across Asia, staying up late to follow the latest Premier League action. We also know the risks and dangers of watching matches through illegal streams and want supporters to enjoy Premier League content in the best quality and safest way through authorised sources.”

“As well as promoting important messaging, we are working harder than ever with Singapore’s law enforcement authorities and our partners at StarHub to enforce legal measures and take action against piracy. This includes collaborating with StarHub to identify and shut down piracy syndicates and working together with local authorities to address the distribution of illegal streaming devices. We encourage fans to protect their online safety and to enjoy Premier League matches via authorised platforms, which will provide the best viewing experience,” Plumb added.

“The research findings underscore the urgent need for online users to stay vigilant and avoid platforms that stream pirated content. Users may be under the impression that these sites are harmless, but cybercriminals are always planning to launch cyberattacks such as data breaches, ransomware and malware, putting users at significant risks. The Premier League’s Boot Out Piracy campaign helps make these risks clear to fans in Singapore,” Watters said.

“As the Home of Sports, StarHub is dedicated to providing fans with the best possible viewing experience. We firmly believe in the importance of protecting our content from piracy. Piracy undermines our industry and threatens the future of sports content. By prioritising content protection, we ensure that fans can enjoy their favourite sport in a safe, secure environment,” Johan Buse, chief of consumer business group at StarHub, said.

“StarHub is proud to support Premier League’s ‘Boot Out Piracy’ campaign, and we are committed to fostering a vibrant sports community where every moment is valued and celebrated. Together, we urge fans to enjoy the game through legitimate channels, safeguarding the future of football for everyone,” Buse added.

Hong Kong – Lanson Place Causeway Bay has introduced a bespoke neighbourhood map, offering guests the opportunity to explore the hidden gems and vibrant culture of the dynamic Causeway Bay community through a self-guided walking tour, just steps from the luxury hotel.

The Causeway Bay Neighbourhood Map is more than just a navigation tool; it reveals the true essence of Causeway Bay and the nearby Tai Hang, two of Hong Kong’s most vibrant districts. 

Curated with today’s travellers in mind, the physical map encourages guests to venture beyond typical tourist spots and explore lesser-known paths frequented by locals, offering an authentic experience that immerses them in the cultural richness and modern energy of the area at their own pace and according to their personal interests.

The insider’s guide features iconic landmarks such as the Jardine Noonday Gun in Causeway Bay and the historically significant Lin Fa Kung Temple in Tai Hang. It also highlights lesser-known, independent businesses, including charming eateries, artisanal shops, and hidden gems that capture the authentic spirit of the neighbourhood.

For a more personalised experience, the guide also encourages guests to consult Lanson Place’s expert concierge team, who can provide tailored recommendations based on individual preferences.

The bespoke map was created in collaboration with Hong Kong-born artist Don Mak, renowned for his whimsical style that blends the city’s cultural and urban elements, capturing both its iconic architecture and natural beauty through an artistic lens that reflects the area’s distinct charm.

Along with the physical map, Lanson Place Causeway Bay has partnered with Handl Media, a creative agency specialising in hospitality branding, to produce a series of engaging videos.

The videos complement the map by highlighting the hotel’s luxury offerings and the vibrant energy of Causeway Bay, showcasing a unique fusion of local, Western, and Asian cultures through hidden gems featured on the map. The goal is to inspire guests to explore not only the hotel but also the diverse community that surrounds it.

Recognising the rising demand for authentic, hyperlocal experiences, Lanson Place Causeway Bay’s guide invites guests to explore beyond typical tourist attractions. Through this initiative, the hotel aims to foster deeper connections and more meaningful interactions within the vibrant neighbourhood where locals live, work, and play.

Connie Wang, head of marketing communications at Lanson Place Hospitality Management Limited, shared, “As an integral part of the neighbourhood, Lanson Place serves as a crucial nexus within the community by fostering genuine connections with our guests.” 

“Our initiative in crafting an area guide and collaborating with talented creatives symbolises our commitment to uncovering the local delights of the city. By supporting local businesses and artisans, we seek to nurture the culture of our neighbourhood, creating a deeper sense of belonging for our guests,” Wang added.

This initiative marks the first step in Lanson Place’s evolving guest experience. A digital version of the map is in development, providing travellers with easy access on their devices. Additionally, plans are underway to integrate the map with further content on the hotel’s website, enhancing both accessibility and interactivity for guests planning their stay.

The physical map is now available at the hotel’s concierge desk and on the website. Meanwhile, video highlights and insider discoveries will be gradually shared across Lanson Place’s social media channels.

Australia – Toyota has launched the customer platform and loyalty program ‘Toyota Go’ with creative innovation studio R/GA Australia to boost customer engagement.

Through the launch, Toyota aims to provide customers with a platform that consolidates its entire line of products and services. It also includes personalised rewards, servicing wishlists, and profile management tools.

The membership program reflects Toyota’s brand vision to create mobility and happiness for all. Members can get both short and long-term benefits, such as Ampol rewards and exclusive loyalty perks. 

As part of the partnership, R/GA led the strategy of the platform delivery and guided its brand design.

Michael Titshall, Asia-Pacific chief executive officer at R/GA, said, “Customer loyalty is no longer static; it evolves alongside advancements in tech and changing consumer behaviours. With Toyota Go, we’re not just reacting to these shifts – we’re anticipating them, ensuring we provide robust and future-proofed loyalty programs.”

Vin Naidoo, chief marketing officer at Toyota, said, “R/GA has enabled us to solve problems in ways our customers are excited about. Toyota Go aims not only to reward customer loyalty, but also to understand, meet, and exceed their expectations. This forward-thinking approach unlocks new opportunities across Toyota’s entire business value chain, services, and products.”

Thailand – Club 21 Thailand, a distributor of luxury fashion brands, has teamed up with BBDO Bangkok to unveil its first-ever mass communication campaign, ‘Salute the Detail.’ This bold campaign celebrates the craftsmanship of iconic brands and invites a wider audience to connect with Club 21’s unique style philosophy.

The Salute the Detail campaign not only captures the essence of Club 21 but also brings together iconic brands renowned for their meticulous attention to detail, catering to the diverse styles and preferences of its discerning customers.

As part of the campaign, BBDO Bangkok created three captivating short films—Liar vs. Liar—Club 21, Mad Lover vs. Mad Lover—Club 21, and No Manner Person vs. No Manner Person—Club 21. Each film invites viewers to interpret the narratives through their own perspectives, exploring the concept of ‘similarity with a twist in the detail.’

Directed by Cannes Lions-winning filmmaker Wuthisak Anakkaporn, the campaign’s three films artfully capture its essence with the line, “We can’t change your behaviour, but we can change how you look.” This thought-provoking message encapsulates his vision for the campaign, blending intelligence with impact.

The films, infused with poetic language, are crafted to engage and resonate effortlessly with Thai audiences. Each opens with two actors—portraying the same character—who reveal familiar traits yet distinguish themselves through a refined sense of style. 

Through this campaign, Club 21 Thailand seeks to broaden its customer base while nurturing its strong connection with loyal clientele. As the distributor of some of the world’s most iconic fashion labels—such as 3.1 Phillip Lim, Acne Studios, Alexander Wang, COMME des GARÇONS, Issey Miyake, Jacquemus, JW Anderson, Maison Margiela, Mulberry, PH5, Rick Owens, Sacai, Stella McCartney, Thom Browne, and more—Club 21 Thailand continues to champion unique style and meticulous craftsmanship.

Sopavadee Bejrajati, marketing director at Club 21 (Thailand), commented, “This campaign is a brave new step for Club 21 as we embark on mass communication in Thailand for the first time. Our business strategy aims to reach new customers while connecting authentically with our existing base. It is essential for this campaign to reflect the identity and essence of Club 21 perfectly. We have curated a collection of premium brands that stand out in their details and uniqueness, all in one place, to meet every need and express individual style.”

Meanwhile, Thasorn Boonyanate, chief creative officer of BBDO Bangkok, shared, “This project is one of the most exciting I’ve ever worked on. It celebrates the beauty in details, turning the smallest elements into captivating highlights.”

Auckland, New Zealand – Accenture Song, a tech-powered creative group, has appointed Storm Day as its New Zealand lead and chief executive officer (CEO) of The Monkeys Aotearoa ahead of its rebranding to Droga5 in December.

Since joining the company in 2022, Day has been leading The Monkeys Aotearoa’s marketing operations, contributing to the team’s growth.

With over two decades of experience in the marketing and consulting industry, Day has worked with brands such as Tourism New Zealand, ASB, New Zealand Story, Fonterra, Mazda, and Asahi.

Accenture Song recently appointed Bronwyn van der Merwe as Accenture Song lead for Australia and New Zealand and Matt Michael as CEO of Droga5.

Justin Mowday, country managing director at Accenture New Zealand, said, “Storm has been instrumental in expanding the team at The Monkeys Aotearoa and making Accenture Song’s global expertise relevant to the New Zealand market.”

“She is a formidable leader with unbeatable local knowledge and experience and is the best person to help steer us into the future as we continue to champion purpose-led growth for our clients in New Zealand,” Mowday added.

“I am extremely excited to be leading this very talented team and working with our clients to join up purpose and customer experience. We help Kiwi organisations put a meaningful purpose at the heart of their culture, operations and experiences to drive growth,” Day commented.

“Combined with the Droga5 name and our incredible creative leader, Damon Stapleton, we will continue to build and sustain Aotearoa’s most influential brands,” Day added.

Singapore – VivoCity, a lifestyle destination in Singapore, has revealed its refreshed brand look that embodies its contemporary energy. The brand refresh was made in collaboration with the branding agency Anak.

The new brand look aims to reflect how VivoCity is more than just a mall, but a retail and lifestyle destination that adapts to dynamic consumer needs and preferences.

Featuring vibrant colours and imagery, the new visuals highlight people in various experiences, reflecting authenticity. Meanwhile, its typography uses both serif and sans-serif fonts, leveraging the contrasting elements to eliminate monotony. 

VivoCity’s new brand look has been incorporated across its existing programmes, including the VivoRewards loyalty programme and the VivoCity Kids Club.

The VivoRewards Loyalty Programme has been upgraded to enhance its value on a refreshed app. The platform provides a better interface along with new features such as instant points crediting, instant payment offset, and e-vouchers. The loyalty programme also has a new membership tier for additional perks.

Additionally, the VivoCity Kids Club, a membership programme for children aged 3 to 12, also has a new logo. 

“Our brand reflects VivoCity’s evolution from a traditional shopping mall into a vibrant destination where memories are created, moments are celebrated and diverse communities come together. As we look to the future, we envision VivoCity not just as a mall, but a world for all, where inclusive, immersive and exciting experiences await every visitor,” Gwen Au, vice president for marketing communications at MPACT Property Management Pte. Ltd, said.

“Our objective was to create visually compelling communications that not only capture attention but resonate deeply with our audience across all demographics and in their many roles and persona. While we take pride in VivoCity’s rich history, we are constantly evolving, offering shoppers a blend of familiar comforts and exciting new experiences. This evolution is reflected in our new brand visuals which are vibrant, stylish, and personable, capturing moments of joy and excitement that connect meaningfully with our audience,” Au added.

Lee Hanyi, creative partner at Anak, commented, “We realise that Singaporeans expect more from malls than just shopping and as Singapore’s largest mall, VivoCity promises just that. It’s not just a place to buy things, but a gateway to experiences big and small. With a breathtaking waterfront, its massive play area and more dining options than you can count, each visit to VivoCity is like stepping into a world of endless possibilities. Whatever your mood or taste, there’s always something surprising or delicious waiting by the water.”

“To showcase VivoCity as an immersive world of experiences with something for everyone, we created the brand platform: ‘A World For All’ which is anchored by a new graphic device – the Vivo wave. Inspired by the mall’s iconic waterfront location, the Vivo wave is made of vibrant threads coming together in a dynamic arc. Its many threads and folds reflect the many dimensions, experiences, sights and flavours that come together, only at VivoCity,” Hanyi said.