Tag: Marketing

Macao – The Macao Government Tourism Office (MGTO) has launched a campaign featuring K-pop star MIYEON to boost tourism in the country. The campaign called ‘Experience Macao Limited Edition’ aims to elevate Macao’s appeal to tourists worldwide.

MIYEON, a member of the K-pop group (G)I-DLE, has released a single and music video in collaboration with MGTO. The ‘Lovin’ My Stay’ music video shows MIYEON exploring Macao, which aims to expand the campaign’s reach.

As part of the campaign, MGTO launched an online quiz where participants can answer Macao-themed questions for a chance to win exclusive travel packages. The prizes include round-trip flights, accommodations, and curated experiences.

Winners of the online game will have the opportunity to explore Macao’s historic districts. They can also discover Macao’s diverse cuisine to provide an immersive experience in the country.

MGTO also partnered with integrated resorts Sands China Limited, Galaxy Macau, Wynn Resorts Macau, MGM, and Melco Resorts & Entertainment as part of the initiative.

“’Experience Macao Limited Edition’ reflects our commitment to innovation in showcasing Macao’s diversity. By merging engaging digital content with bespoke travel experiences, we’re inspiring travellers to move beyond virtual exploration and discover the heart of Macao,” Maria Helena de Senna Fernandes, director of MGTO, said.

Hong Kong – Deliveroo Hong Kong has launched activities for riders to promote positivity and mental health awareness. The activities are in line with the Rider Safety Month and World Mental Health Day commemoration.

In partnership with the Mental Health Association of Hong Kong and St. James’ Settlement, Deliveroo organised workshops and seminars. The seminar aims to equip riders with stress management skills while the craft workshops promote positivity in the community.

The Mental Health Association of Hong Kong’s seminar covered stress symptoms, mental health issues, and stress management techniques. 

Meanwhile, St. James’ Settlement held workshops under their “(M:) Drive” programme, which aims to provide community resources on mental health. Riders engaged in calming activities such as creating herbariums and aroma stones to promote mindfulness.

Following the results of a 2023 survey, which revealed that over 40% of young people in Hong Kong experience moderate to severe depression, Deliveroo aims to help riders recognise mental health challenges and offer support to others.

Deliveroo also supports St. James’ Settlement in their mobile van service which provides mental health assessments and social work interventions. The van will be available for the public on Oct. 9 at the Central Pier.

Talwinder Singh, head of operations at Deliveroo Hong Kong, said, “Riders are at the heart of all that we do and we are deeply committed to supporting them in every way possible. As we continue our efforts in Deliveroo Rider Safety Month, we want to empower our riders with the basic knowledge of handling stress and recognising stress symptoms, so they can support people around them when needed. As riders have now become part of our everyday life, we hope these initiatives can help bring positivity to our community.”

Singapore – Adyen, a global financial technology platform, has appointed Ben Wong as general manager of Southeast Asia and Hong Kong. Wong will spearhead the company’s commercial operations in the region, focusing on forging strategic partnerships.

In his new role, Wong will oversee Adyen’s operations across Singapore, Malaysia, and Hong Kong. Wong will develop payment solutions to meet the evolving needs of businesses in the region.

Wong brings a proven track record to Adyen as a financial technology professional. Before joining the company in 2016, he held various roles in technology consulting and project management. After switching to sales in 2017, his understanding of the market led to the company’s success in the retail, e-commerce, and hospitality industries.

Prior to his current role, Wong was the head of sales in Singapore and Asia-Pacific (APAC). 

Warren Hayashi, president of APAC at Adyen, commented, “We are thrilled to have Ben in this new role, bringing his expertise and insights from working with customers in different sectors to the broader region. Singapore, Malaysia and Hong Kong have been pivotal markets for us and with Ben’s demonstrated experience in Adyen, we are confident that he will lead the region to address the ever-evolving needs of our customers.” 

“I am honoured to step into this new role and contribute to Adyen’s continued growth. My deep roots in the industry fuel my drive for creating exceptional experiences for consumers and building strong, lasting partnerships with our customers. I look forward to driving the business forward and achieving sustained growth for our customers and us in a region filled with immense potential,” Wong said.

Kuala Lumpur, Malaysia – AirAsia brand co. (Abc.), which manages Capital A’s intellectual property (IP), has teamed up with Moonbug Entertainment and MiraiLab to expand its character and entertainment IP. The partnership aims to promote AirAsia Buds, AirAsia’s IP of animal characters.

Through the collaboration, Abc. aspires to build lifestyle and entertainment content to extend AirAsia Buds’ recognition globally. It is part of Abc.’s goal to extend its influence in various industries.

Moonbug Entertainment, the company behind shows like Cocomelon and Blippi, will work with Abc. to create a 12-episode animated series. The series will tell the adventures of AirAsia Buds, catering to young audiences. It will be released by 2025 via YouTube.

Meanwhile, MiraiLab will represent AirAsia Buds’ IP for licensing, events and merchandising. 

AirAsia Buds consists of animal characters named Tappy, the thrill-seeking tapir, Bam the foodie pygmy elephant, Ogu the trendy orangutan, and Biggie the mischief-making deal hunter from another planet.

“We are thrilled to bring AirAsia Buds to life with our creative expertise and talent. Families are co-viewing in new ways globally on YouTube, and this new project allows us to combine our passion for producing great family content with AirAsia’s brand as an essential travel companion,” Simon Barnett, director of advertising sales and brand partnerships of APAC at Moonbug Entertainment, shared.

Izal Azlee, head of IP development at Abc., said, “The more conversations we had with Moonbug, the clearer it was that they understood our vision for AirAsia Buds. Moonbug is not just one of the best in kid-friendly entertainment—their team is also passionate about characters and stories, and we are excited to partner with them to bring AirAsia Buds to a new and wider audience.”

“For 23 years, the AirAsia brand has proudly championed Asean and embodied the spirit of ‘Dare to Dream’. Partnering with MiraiLab, we will continue this narrative by bringing to life the stories of AirAsia Buds through real-life experiences and exciting merchandise that you can own and love, embodying the values that AirAsia believes in. Through innovative merchandising and marketing, we’re able to create deeper, more meaningful connections with audiences, allowing AirAsia Buds to inspire and engage in a way that reflects the heart of the AirAsia brand across diverse markets and experiences,” Remi Helmay, head of licensing and merchandising of Abc. said.

Ben Lee, managing director of MiraiLab, said, “We are deeply honoured to collaborate with AirAsia brand co. (Abc.) in creating the new and proudly Malaysian intellectual property, AirAsia Buds. This exciting venture marks a significant milestone for our brand and Asean, as we aim to showcase the region’s rich cultural diversity and creativity through the AirAsia Buds IP. By leveraging our market acumen and decades of operational expertise, we are committed to bringing these delightful characters to life.”

“Through a holistic and innovative strategy, we aspire to make AirAsia Buds a unique and memorable intellectual property that captivates audiences worldwide. Together, we look forward to imbuing these charming characters with dynamic energy and irresistible appeal, ensuring they resonate with fans across all age groups. As partners, we set out to create a legacy with the AirAsia Buds IP that highlights the vibrant creativity of Malaysian and Asean intellectual property on a global platform,” Lee concluded.

Singapore – The Singapore Kindness Movement (SKM) has launched a new anthology series inspired by filmmaker Wes Anderson celebrating the power of human connections. The anthology series, called ‘Shorts³’ aims to promote neighbourly relationships.

The films, titled ‘The Curious Case of Claire Charles,’ ‘Kari (Curry, 咖喱, கறி),’ and ‘Bubur Cha Cha,’ promote pro-social norms like mutual aid and appreciation within communities. Exploring the importance of a connected society, the films inspire Singaporeans to foster kindness towards their community.

The ‘Shorts³’ series is part of SKM’s ‘Be Greater Campaign 2024’, which aims to encourage kindness in Singaporeans. 

Produced by Bless7Up, the films feature Singaporean talents such as Benjamin Kheng, Shye, Farah Lola, Ebi Shankara, Bridget Fernandez and Tommy Wong.

Prior to the release of the anthology, SKM pulled a social media stunt through the release of shorts designed by Teratai Mokhzani featured curry-themed prints on a yellow base to symbolize appreciation and a pink waistband to represent love.

SKM has also partnered with Cruddy to create an out-of-home campaign at the Bugis Downtown-East West Line MRT walkway and a limited-edition t-shirt.

Additionally, SKM has partnered with the Housing and Development Board (HDB) to launch Project heARTlands 24, an immersive escape room experience that aims to promote art and kindness in the heartlands.

Michelle Tay, executive director at Singapore Kindness Movement, said, “Our annual Be Greater campaign presents our continued efforts to spread and inspire kindness in Singapore. According to the SKM’s Graciousness Survey 2024, more than 4 in 5 of respondents were cited to have encountered some form of barrier to interacting with their neighbours. Through the creativity and storytelling of these three short films, I hope it broadens the mindsets of people that we all can be kinder as neighbours, as we aspire for a caring and considerate community. Shorts³ is a call to Singaporeans to engage meaningfully, to respect our multiculturalism, and to inspire others to foster greater connections with our neighbours. We are proud to have worked with amazing local filmmakers and talents who have brought our ideas to life.”  

“The Be Greater campaign is about inspiring Singaporeans to be a greater version of themselves. We’re delighted to partner with local brand, Cruddy, and the continued support from our partner HDB amplifies the values of appreciation, mutual aid and gracious living across the island. While we’ve had fun bringing this campaign to life, I hope it will evoke change and spark meaningful conversations that eventually create a kinder and more gracious Singapore,” Tay added.

Australia – McDonald’s has launched the ‘Grimace Shake’ in Australia along with the ‘Very Important Purple’ campaign. Embodying excitement, the campaign encourages customers to embrace the feeling of being a kid again through the famous drink. 

The ‘Very Important Purple’ campaign, made in collaboration with creative agency Akcelo, builds on the hype surrounding the Grimace Shake. The campaign captures the fans and even McDonald’s crews’ excitement as they welcome the the iconic mascot.

The Grimace Shake is now available in all McDonald’s restaurants in Australia, supported by a multi-channel campaign. 

Kicking off through a partnership with OMD, McDonald’s shared a teaser announcement during the AFL Grand Final and a baggage carousel takeover at the Sydney Airport.

Amanda Nakad, marketing director for McDonald’s Australia said, “Grimace has been making fuzzy waves around the globe and now it’s our turn to celebrate. The Grimace Shake is fun, vibrant and bursting with flavour. It’s a tribute to Grimace and the joy he’s brought to Macca’s fans over the years. So buckle up – we’re finally giving Aussies what they’ve been waiting for and we know they’re going to LOVE it.”

“Macca’s fans of every generation adore Grimace, so his arrival here is a big deal. With this campaign we’ve captured the unfiltered excitement of the Aussie public and Macca’s own crew, a feeling beautifully brought to life by India Harris (Rabbit) and Juliet Taylor (Pool Collective), and all our production partners,” Oskar Westerdal, creative partner at Akcelo, said.

“This project has brought so much joy to every corner of Akcelo. From our restaurant experience and packaging design team, to our strategists, creatives and producers – everyone simply can’t help but love Grimace, and we are thrilled to have been tasked with creating this incredible campaign in his name,” Aden Hepburn, chief executive officer at Akcelo, said.

Asia-Pacific – Dentsu has appointed Dan Pantumsinchai as managing director of gaming for the Asia-Pacific region. With his new position, Pantumsinchai will lead the planning and execution of dentsu’s gaming strategies.

Throughout over 15 years of experience in the gaming industry, Pantumsinchai has driven success for top brands on different platforms, including premium console, PC, and mobile games.

In his previous at Google, Pantumsinchai led revenue growth for its mobile gaming partners Garena Free Fire and Bloons TD 6. He also held leadership roles at Riot Games and Twitch.

Pantumsinchai’s early career at Capcom and Bandai also led him to work with iconic brands such as Street Fighter, Dragon Ball, Power Rangers, and Kamen Rider.

With his experience in both digital and traditional entertainment, Pantumsinchai is expected to contribute to dentsu’s gaming strategy. 

Pantumsinchai’s appointment is effective immediately. He will be based in Singapore.

“We are thrilled to welcome Dan, whose deep expertise in the gaming landscape make him an invaluable asset to our growing Gaming unit. Under his leadership, dentsu is set to elevate its regional strategy, drive unparalleled growth for brands, and solidify our status as a powerhouse in the gaming industry. We’re poised for an exciting transformation, and Dan’s vision will be key to offering best-in-class gaming services across the region,” Yusuke Kasahara, chief business officer at dentsu APAC, said.

Pantumsinchai commented, “As a key player in shaping the future of gaming, dentsu has built a reputation as a thought leader and innovator in this field. I look forward to working closely with the team in leveraging our expertise in the gaming industry to help brands connect with digital-native audiences in engaging and impactful ways.”

“As we continue to expand dentsu’s gaming capabilities worldwide, close collaboration between our global and regional teams is essential. APAC represents one of the fastest-growing – and largest – gaming markets, and Dan’s appointment is a key step in harnessing these unique opportunities across APAC. His leadership and deep expertise in the gaming landscape will be instrumental in driving innovation and delivering growth that resonate across both APAC and the global gaming ecosystem,” Brent Koning, executive vice president of global gaming lead at dentsu, added.

The appointment follows dentsu’s recent House of Creators initiative for Roblox content creators.

Singapore – Mobile network provider giga! is turning every letter ‘e’ into a scannable code through the augmented reality (AR) campaign for its new 5G eSIM launch. Through the filter called ‘giga E-xplorer,’ created by Grey Singapore, everyday objects with the letter ‘e’ are turned intro interactive portals.

The AR filter, accessible through giga!’s website and social media channels, uses smartphone cameras to recognise any letter ‘e’ in the environment. When scanned, they lead to prizes and promo codes related to giga!’s new 5G eSIM plans.

The approach aligns with giga!’s brand “feel good” philosophy by making the launch experience interactive. It also provides fun prizes such as Eighty-Eight Eggs, Exciting Evening at Dua Lipa’s Concert, and Enticing Eighty-Eight Pearl bubble tea. 

Beyond the campaign, giga!’s new 5G eSIM plans offer nationwide 5G coverage, fast download and upload speeds, seamless streaming, and ultra-low latency. 

For frequent travelers, giga! has also included free monthly roaming data in popular destinations like Malaysia, Indonesia, Thailand, South Korea, and India.

“Launching anything into the crowded telco space is a challenge. At giga, we love rising to that challenge, not just with award-winning customer service but by entertaining people and making them feel good. The giga E-xplorer is such fun; you can scan anything from cereal boxes, number plates, or even ‘e’ shaped plant stems and stand to win one of out excellently engineered emotive prizes,” Peter Callaghan, creative director at Grey Singapore, said.

Seoul, Korea — LG Electronics is set to launch a ‘Boom Boom Pow’ themed global music festival featuring street performers. Dedicated to the Black Eyed Peas hit, the festival will feature artists covering the same song simultaneously across nine countries.

The nine-country festival will showcase diverse street performers, each offering a unique take on the party anthem. Musical visionary Emil Nava, known for his work with artists like Rihanna and Calvin Harris, will direct the event. 

The festival will be powered by the LG XBOOM speaker, showcasing its balanced and crisp sound. LG will livestream the event on Oct. 5 through its Global YouTube channel.

The lineup for LG Boom Boom Pow Festa includes Cafe Con Coco from Spain, The Juans from the Philippines, Canay from Turkey, Alo Band from India, Paxton from South Africa, Lewis Floyd Henry from the United Kingdom, Delacruz from Brazil, We The Lions from Peru, and Rey Flanders from Mexico.

“Music unifies, enriches, and resonates with people no matter where they are from. Dedicating an entire music festival to ‘Boom Boom Pow,’ which is not just a song, but more about breaking boundaries, limits and living in the moment. LG XBOOM amplifies the pulse of music and the thrill of the party to make people feel the power of the music in their lives. And LG’s commitment to spreading positivity based on its philosophy ‘Life’s Good,” is the driving force of why we are doing this festival,” Lee Jeong-seok, head of LG Home Entertainment Company’s audio business, said.

Emil Nava, director at 1stAveMachine, added, “Boom Boom Pow Festa is a festival for the real musicians of the world – the performers who sing in our streets and neighborhoods in everyday life. Getting to highlight not only the musicians but also where they’re from and the communities they represent is something that I am most excited about. I am thrilled to partner and do it all with such an iconic and trusted brand like LG.”

Singapore – The Ascott Limited has announced the partnership between its Citadines brand and subscription service ClassPass to promote an active lifestyle for its guests. It is part of Citadines’ brand signature activ∞, launched in 2022, which encourages guests to adopt an active lifestyle.

The partnership aims to provide customers with exclusive access to ClassPass’s extensive network of fitness studios, gyms, and wellness experiences. 

Under the partnership, Citadines’ guests and members of the loyalty program Ascott Star Rewards (ASR) will receive benefits. From Oct. 15 to Dec. 14, 2024, new ClassPass members in Asia Pacific, France, and the United Kingdom will receive a complimentary one-month membership. In China, the campaign offers ASR members discount codes and a 75% discount on their first stay at participating ASR properties. 

Through the campaign, more Citadines properties across the Asia-Pacific region will be added to the ClassPass app. This will allow ClassPass members to book fitness facilities like pools and gyms within these properties. 

Ascott’s activ∞ Unlimited campaign offers a range of fitness initiatives at Citadines properties worldwide. Under the campaign, each Citadines property offers tailored amenities and signature programs to cater to the specific needs of guests in each city.

Tan Bee Leng, chief commercial officer at Ascott, said, “In line with its brand tagline ‘For the Love of Cities’, Citadines aims to delight guests by showcasing the best of urban living and inspiring them to live, work and play in infinite ways through curated, unique stay experiences. As Ascott celebrates 40 years of hospitality in 2024 with our ‘Ascott Unlimited’ campaign, we are excited to announce this inaugural global brand partnership between Citadines and ClassPass to promote ‘activ∞ Unlimited’.” 

“This significant partnership underscores the strong ambitions of both brands, aimed at encouraging an active lifestyle by providing our guests and loyalty members with essential amenities and programmes conveniently accessible at their fingertips. It is a testament to Ascott’s commitment to continually enhancing and evolving our brand experiences. Ascott will continue to go ‘unlimited’ for our guests, empowering them to unlock a future of unlimited possibilities,” Leng added.