Tag: Marketing

Singapore – Nativex, a digital marketing platform, has forged a partnership with Google to further help brands expand to international markets, boosting their presence.

The partnership enables Nativex to leverage Google’s ecosystem of ad platforms, solutions, and global reach. Through this, Nativex can offer end-to-end services such as account management, optimisation, policy support, and data analytics.

Using Google’s different ad formats, Nativex creates campaigns depending on client needs. By leveraging search, display, video, and app ad formats, brands can widen their audience reach. They can also access Google’s data insights and targeted ad strategies.

Additionally, Nativex is set to maintain its aim of empowering brands through its ‘global localisation’ strategy, which helps brands grow in international markets.

Within a month of leveraging Google’s ad ecosystem, Nativex has already recorded an increase in visibility and sales.

Cheryl Huang, business partner at Nativex, commented, “For global brands, Google’s multi-platform ecosystem covers every stage of the consumer journey, from awareness to conversion. Coupled with Nativex’s expertise in ad placement and optimization, we help brands gain deep customer insights and develop high-impact strategies for global market expansion.”

Singapore – Starbucks has teamed up with Universal Pictures to celebrate the cinematic release of Wicked through new beverages and merchandise launches.

In time for the film’s debut in theatres, Starbucks is set to release Wicked-themed products on Nov. 20 across select markets in Asia-Pacific.

Inspired by the characters Glinda and Elphaba, Starbucks is releasing two handcrafted beverages for a limited time.

The Glinda-inspired Mango Dragonfruit beverage combines coconut milk and ruby-red cookie crumbs, reminiscent of the character’s pink potion. Meanwhile, Elphaba’s Cold Brew combines Starbucks Cold Brew with matcha foam and a hint of peppermint.

The beverages will be available in Australia, Malaysia, the Philippines, Singapore, and Vietnam.

In addition, a variety of cold cups, tumblers, keychains, and other merchandise will also be available. Customers can also avail of Starbucks Cards and eGifts, also with Wicked-inspired designs.

The merchandise line-up is available for customers in Australia, India, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

“As Wicked makes its long-awaited big-screen debut, we’re thrilled to be celebrating its enduring legacy of friendship and community, electrifying the senses in ways only Starbucks can,” Samuel Fung, vice president of product and marketing at Starbucks Asia-Pacific, said.

“By joining forces with Universal Pictures, we invite customers and Ozians to a magical Third Place where they can connect over this pop culture moment while indulging in Oz-themed beverages and merchandise. Together we’re unlimited – in our potential to create unforgettable experiences that uplift the everyday,” Fung added.

Australia – Rifle, a brand partnership company, has partnered with Digital Turbine, a mobile advertising platform to enhance mobile advertising in Australia.

Through the partnership with Rifle, Digital Turbine provides Australian brands and agencies with access to mobile campaign capabilities and its software development kit.

By combining the companies’ expertise and solutions, brands in Australia can connect to their target markets better. With innovative mobile solutions, brands can drive growth through digital means.

Since Digital Turbine’s acquisition of AdColony in 2021, it has strengthened its position in the market as a provider of mobile solutions.

James Rogers, vice president of brands in Asia-Pacific at Digital Turbine, commented, “We are excited to collaborate with Rifle to enhance mobile experiences in Australia. With our technology and Rifle’s strong expertise in sports, gaming, and entertainment channels, Australian brands can look forward to seeing more innovative and engaging in-app experiences.”

“We’re thrilled to partner with Digital Turbine in Australia. With our strong presence in the local gaming sector and the exclusive integration of Digital Turbine’s leading mobile advertising solutions, we’re confident we have the capabilities to help Australian brands and agencies create powerful mobile campaigns that captivate audiences and achieve their growth objectives,” Andrew Christopher, managing director at Rifle, said.

“This new expansion to our gaming portfolio will integrate seamlessly with our other core pillars of sports and music, positioning Rifle as the go-to partner for brands seeking expert guidance and innovative solutions across the top three pillars of consumer entertainment,” Christopher added.

Singapore – Revolut, a global fintech company, has launched a debit card vending machine at the National University of Singapore (NUS).

In partnership with Visa, Revolut’s initiative aims to provide students with access to financial services. Since some students below the age of 21 may not have access to traditional banks, Revolut can provide them with debit cards and access to money management tools.

The Revolut cards enable students to send and receive money locally and internationally, use budgeting and analytics features, and enjoy incentives such as cashback. It also allows them to start their investments.

Revolut also offers a group bills feature, which allows students travelling in groups to settle payments regardless of the currency in the app. The app also allows users to store up to 34 currencies and spend in more than 150 currencies worldwide.

Additionally, students can use a virtual card and add it to their e-wallet, enabling them to use it in both physical and online stores.

Raymond Ng, chief executive officer at Revolut Singapore, said, “We are always looking for new and innovative ways to make money management accessible to our customers. We are really excited to launch Singapore’s first-ever debit card vending machine in one of the most established and largest universities here, making it easy for students to get their cards. Whether it’s spending in 150+ countries around the world, splitting bills seamlessly with friends, saving for a new Playstation or learning about various investing tools, Revolut will be their all-in-one money companion.” 

“At Visa, we believe in the power of collaboration and innovation. Working with valued partners like Revolut, who are at the forefront of creating innovative products tailored for the Gen Z segment, is crucial. These products not only help young people manage their money effectively but also educate them about investments, supporting their financial journey,” Adeline Kim, Visa country manager for Singapore & Brunei, said.

“Based on our Gen Z research, close to 40% of Gen Z consumers indicate that convenience is a crucial factor in determining which product they use to pay, and the same number highlighted better rewards and offers would make them switch to alternative payment methods. By providing easy access for the youths to obtain their debit cards through the vending machines at NUS and providing great cashback when they shop and pay, we help to support this next generation to take control of their financial future,” Kim added.

Hong Kong – PURE Group has appointed London-based agency Bloodstream as its lead partner for brand marketing, strategy, and advertising, tasked with enhancing the identity of its premium lifestyle brand across Asia.

In this role, bloodstream will refine PURE’s vision, mission, and brand personality, develop a bold 2025 campaign, and elevate PURE’s app and websites to new heights.

In a LinkedIn post, Marc Scott, founder and creative director at bloodstream, said, “So happy to be back working with PURE—the best fitness and lifestyle brand in Asia bar none! ”

Gary Wise, founder and strategy director at bloodstream, also commented, “So happy with this news! Not only a massive milestone in the life of bloodstream, but a huge personal joy for me—working with a brand and team that I love! PURE Group.”

Founded in 2002 and headquartered in Hong Kong, PURE Group has become a premier destination for premium gyms, yoga studios, pilates, and healthy cafes. Dedicated to promoting healthier, happier lifestyles, PURE Group’s renowned brands include PURE Yoga, PURE Fitness, PURE Pilates, PURE Nutrition, nood food, and FUZE.

PURE Group operates locations across Hong Kong, Shanghai, Beijing, and Singapore.

Colin Grant, founder and chairman of PURE, shared, “Excited to have bloodstream on board to bring PURE’s vision to life. Their great strategic thinking and creative skills will be a big boost for the brand as we grow.”

Singapore – StackAdapt, a multi-channel advertising platform, has announced its integration with Shopify, an internet infrastructure provider for commerce.

The update allows merchants and marketers on Shopify to integrate with StackAdapt, enabling them to automatically install StackAdapt from Shopify’s app store for business growth.

Through the integration, users can leverage pixels and audience activations while tracking conversion for monitoring. Consequently, they can optimise campaigns on the platform and create high-intent audiences.

Additionally, StackAdapt provides templates that allow users to define audiences through rule-based segmentation. It uses real-time customer data to create audiences while using first-party data.

The integration simplifies pixel installation for Shopify merchants and marketers, enabling them to streamline processes. It allows them to be more accurate in retargeting audiences while adapting to first-party data collection.

By allowing customers to adapt to a cookieless marketing environment, StackAdapt’s offering also improves how it engages customers.

“Enabling Shopify merchants to activate their first-party data through a simplified pixel onboarding process represents a major step forward in e-commerce advertising,” Vitaly Pecherskiy, chief executive officer of StackAdapt, commented.

“Our integration not only minimizes the complexities associated with digital advertising but also opens up new opportunities for merchants to connect with their audience in a more meaningful and personalized way,” Pecherskiy added.

Singapore – Havas CX,  a customer experience network under Havas, has launched in Singapore, expanding its presence in Southeast Asia. 

Havas CX’s expansion in Singapore is set to combine the expertise of Think Design in user interface and experience with the tech and digital capabilities of Ekino.

As part of the launch, Think Design will be supported by Ekino in providing solutions for brands’ customer engagement. The initiative aims to deliver innovation through leveraging technology and creativity to deliver seamless brand experience.

Havas CX has a vast network globally, with hubs in London, Paris, New York, and Mumbai.

“Expanding our CX capabilities in Southeast Asia, with Singapore serving as the strategic hub, is a key part of our broader Converged growth strategy in the region,” Rana Barua, group chief executive officer of Havas India in Southeast and North Asia (Japan & South Korea), said.

“While we establish a robust UI/UX design capability through Think Design, in the coming months, we’ll be introducing more of Havas CX Network’s services into Southeast Asia — reinforcing our commitment to delivering transformative customer experiences in one of the world’s most dynamic digital economies,” Barua added.

David Shulman, global CEO of Havas CX Network, commented, “As brands seek to create deeper, more meaningful connections with their audiences, the need for seamless, integrated experiences has never been greater. By expanding our CX capabilities in Southeast Asia, starting with Singapore, we are reinforcing our dedication to customer-centric innovation throughout the region, providing solutions that resonate with audiences at every step of their digital journey.”

“We are excited to integrate our CX capabilities into the region, positioning Singapore as a leading hub for digital innovation to drive significant growth across the region,” Deepali Saini, CEO of Think Design, and Rowena Bhagchandani, CEO of BLKJ Havas, said.

Philippines – At the core of customer service is always genuine care, which is known as malasakit in the Philippines. Going beyond superficial ways, malasakit as a value extends to acts that make people feel seen, and their needs addressed.

This is what logistics provider 2GO aims for in its partnership with the Department of Tourism (DOT) for the Filipino Brand of Service Excellence (FBSE) program.

The FBSE Program is an initiative spearheaded by the Department of Tourism that is aimed at enhancing the quality of service in the Philippine tourism industry to reflect the Filipino culture of warmth and hospitality. By empowering frontliners with the knowledge and skills to provide excellent service, the program seeks to create a unique and remarkable experience for tourists.

As part of the initiative, 2GO has sent 14 participants to DOT’s learning course, allowing them to train other team members after the course.

In an exclusive interview with MARKETECH APAC, Blessie Cruz, business unit head of retail at 2GO, shares 2GO’s goals of elevating customer service through the FBSE program.

‘Customer first’ practice

As a logistics provider, 2GO is committed to hospitality. For the company, ‘customer first’ is more of a core value than a slogan, Cruz said. 

“Our goal is to bring this to life through behaviours that ensure our customers feel the warmth and malasakit that is deeply rooted in our culture. These qualities make us uniquely Filipino, and we’re proud to showcase them,” she said.

According to her, 2GO aims to make customers feel at home in their vessels or stores by aligning with the FBSE. Its employees carry this goal by starting with the “Mabuhay” greeting, which aims to welcome people.

“Together, 2GO and DOT are committed to showcasing Filipino hospitality in every interaction with our customers,” she said.

The FBSE program is marked by the Filipino culture of being hospitable, and 2GO aims to extend this warmth to its customers.

“Our goal is to enhance each journey so that our passengers look forward to sailing with us again and again. This program isn’t just about meeting expectations; it’s about creating experiences that leave a lasting impression,” she explained.

Seal of excellence

Through the FBSE program, 2GO is set to elevate its service for customers, aiming for excellence.

“By embedding FBSE principles across our operations, we elevate our standard of service in a way that reflects the rich heritage of Filipino hospitality,” Cruz said.

Consequently, 2GO is carving a distinct place in the market through the program, marking its position as a provider of excellent service.

“As the only freight and logistics provider certified by DOT to carry the FBSE seal, 2GO stands out as an ambassador of service excellence, giving us a unique position in the market,” she shared.

The key initiatives of the program include FBSE training for all employees and vessel crew, integration of FBSE principles across all 2GO services, and cultivation of a culture that encapsulates the FBSE values.

“At 2GO, we’re committed to continually raising the bar in customer service. We actively seek customer feedback and use it to refine our processes, ensuring we exceed expectations,” she said.

Embodying ‘national brand’

The FBSE program is all about solidifying and embodying an undoubtedly Filipino branding.

“Embodying a national brand gives 2GO a distinctive Filipino identity grounded in warmth and malasakit. It’s a source of pride to join DOT in bringing hope and resilience to our customers, showing that, despite challenges, we continue to serve because they are at the heart of what we do,” Cruz said.

As a DOT ambassador that aims to be known for excellent customer service through the program, 2GO can promote the Filipino experience worldwide, inviting more people to visit the country.

“By championing the national brand, we not only strengthen our business but also contribute to the growth of the tourism sector and, in turn, the Philippine economy,” she said.

Through its partnership with DOT, 2GO is committed to delivering a uniquely Filipino service. This dedication not only benefits its customers but also contributes to the global image of the Philippines while setting a new standard for customer service in the industry.

United States – Formula 1 and popular chocolate brand Nestlé have announced a new multi-year partnership making KitKat the Official Chocolate Bar of Formula 1. The collaboration will officially launch during the 2025 season, marking the 90th anniversary of KitKat and the 75th anniversary of Formula 1, and will then expand across the world throughout 2026. 

Formula 1 enthusiasts can look forward to consumer activations, promotional prizes and immersive fan zones at select Grands Prix, with trackside branding, and cheerful, light-hearted content.

Bringing its iconic “Have a Break, Have a KitKat®” message to Formula 1, the partnership champions the importance of taking a moment to pause, and unites two diverse global fanbases in an innovative collaboration. Both brands are dedicated to elevating the fan experience by combining the excitement of world-class racing with the renowned sense of humour of KitKat and tradition of sharing breaks.

Emily Prazer, chief commercial officer at Formula 1, said, “We’re delighted to have such a globally recognised and fun brand as KitKat joining us as a partner. They’re universally loved, and we can’t wait to see the fantastic experiences they’ll be bringing to our fans at the track and the new audiences they’ll introduce to the sport.”

Meanwhile, Bernard Meunier, head of strategic business units and marketing and sales at Nestlé, commented, “Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase, especially among younger audiences. With its global reach and packed schedule, F1 offers KitKat the perfect platform to remind everyone to make time for a break. We’re excited to bring our signature sense of fun to this thrilling sport and to create memorable experiences for fans around the world.”

This partnership follows recent moves from Formula 1 teaming up with companies including a 10-year global partnership with LVMH, and one with The LEGO Group set to take off in 2025.

Australia – BWS, a liquor retailer in Australia, has launched the ‘Here For It’ campaign to encourage Aussies’ pre-party routines. The campaign was made in collaboration with BMF.

As a campaign under the company’s ‘Refreshingly BWS’ platform. It emphasises how BWS is convenient, with cold beverages always ready for Aussies on-the-go.

The integrated campaign will run across televison, OOH, radio, digital, social, and in-store.

An Le, head of brand marketing, commented, “We all know the lead up to a night out can be just as fun as the event itself. At BWS, we’re the perfect wingmate for these moments of anticipation. Whether you’re picking up a six-pack for later or grabbing some bubbles on your way out, we make it easy so you can enjoy the best part of the night – getting ready!”

“With over 1,450 stores nationally and a large curated and chilled range of drinks, BWS convenience means there’s always time for your pre’s,” Le added.

“We’re stoked to start our partnership with the BWS team. This campaign is a celebration of the pre-party ‘you’. The one that needs to doom-scroll on the toilet, dance in your undies and watch a documentary about dugongs before going out. Luckily, with a BWS on the way, you can observe all your sacred pre-party rituals and still rock up on time-ish,” David Roberts, group creative director at BMF, said.