Tag: Marketing

Sydney, Australia – Golden Circle, a food manufacturing company, has launched a campaign promoting the use of Australian-grown pineapples in the food industry. The campaign, titled ‘Calling All Platriots,’ was made in collaboration with brand activation agency Because.

Golden Circle’s campaign advocates for home-grown produce to be used on plates served by restaurants. It highlights the quality and taste of Australian pineapples while supporting its local farmers.

As the only manufacturer offering 100% Australian-sourced canned pineapples, the company urges chefs and food service professionals to choose local produce over imported alternatives.

The campaign includes a series of videos featuring chefs from major Australian cities showcasing their culinary creations with Australian-grown pineapples. Additionally, the chefs will visit Golden Circle’s Brisbane factory and the farms to learn about the paddock-to-plate process.

The campaign is communicated across social media platforms YouTube, Instagram, and Facebook.

“We are incredibly proud to be the only manufacturer of 100% Aussie-sourced pineapples for the foodservice industry with Golden Circle. The ‘Calling All Platriots’ campaign is our way of encouraging chefs and other key decision-makers to join us in supporting Australian farmers and ensuring that our locally grown produce is at the forefront of the foodservice industry,” Marisa Sharma, head of marketing at Foodservice and Export ANZ, said.

Gareth Brock, co-owner and head of strategy at Because ANZ, commented, “Pineapples are a commodity within the foodservice industry, but this campaign presented a new creative opportunity for Golden Circle to differentiate by offering the only range of Australian canned pineapples. The approach was to activate and inspire our audience by telling the stories of the people along the supply chain, ensuring that they never look at the canned pineapple they cook with in the same way again.”

Sydney, Australia – People in ANZ are increasingly seeking playfulness and humor from brands amidst global challenges, a study from The Research Agency (TRA) reveals. 

The research, conducted among Australians and New Zealanders, found that people are tired of the constant negativity surrounding issues. Along with the pandemic, issues like climate change, cost of living, and global conflicts contributed to the general misery fatigue.

According to the study, people’s desire for more playfulness and humor in their lives extends to their expectations of brands. While other brands have effectively done this, many people believe that more companies need to step up their efforts. 

The research also highlighted that playful brands are perceived more positively. People are more likely to feel good about an organisation when it is playful. 

TRA advises brands to incorporate playfulness at all touchpoints, including brand voice, while considering the mood, timing, proper spaces, and right partners. 

“Staying in a prolonged crisis takes its toll. Our research found people are ready for some joy, including in the marketing they see. It’s a win-win because playfulness makes people feel good and it also makes us feel good about the brands who engage in this way. The last few years have seen a focus on purpose marketing, on improving people’s lives through social good. Improving people’s lives, however, doesn’t have to always be through social good, it can also come from creating joy when the going is tough. They’re not incompatible aims. Purpose is, of course, important, but people are looking for a lightening of the mood, a laugh, fun. The two can go hand in hand,” Colleen Ryan, partner at TRA said.

“Despite people wanting brands to play a part in society and help improve people’s lives, the predominant narrative for the past few years – in both life in general and in marketing – has been purpose. Of course, purpose is important, but people are looking for a break, not just constant ‘worthiness’ in what they see and do,” Ryan added.

“There’s a lot of opportunity with play. While humour is personal, and difficult to land, play is universal. That’s what makes it a powerful tool for brands. Playfulness is light-hearted, spontaneous and fun-seeking. Children and pets are predisposed to play and have fun, but over time a lot of that playfulness disappears in adults. This is an opportunity for brands to introduce more of it into our lives,” Ryan concluded.

New Zealand – Dairy brand Anchor has launched a campaign with TBWA\New Zealand to remind consumers of the health benefits of drinking real milk. The campaign, titled “Real Milk. Real Good,” aims to elevate milk as a daily beverage over plant-based alternatives.

The dairy industry in New Zealand has faced challenges due to changing consumer habits and the rise of plant-based alternatives. Anchor’s campaign seeks to address this decline by encouraging New Zealanders to embrace milk as a staple in their diets.

The campaign features a diverse range of individuals, including Olympic hero Dame Valerie Adams and dancer Lance Savali highlighting milk’s benefits. It even features the cartoon character Popeye, who switched to drinking milk from eating spinach.

Anchor’s campaign will be available for viewing through various channels, including television, social media, and in-store promotions.

“Drinking milk by the glass is not something seen as much anymore. The campaign is based around bringing back that visibility and permissibility. Cow’s milk is the G.O.A.T. A true original superfood. It builds bones strong. Grows muscles big. Makes hair fabulous. It can help you take your first steps. And prolong your last. It is pure, simple, and healthy. This campaign sees Anchor in its role as category leader encouraging consumers to reappraise milk and take note of its benefits as the real superfood made right here in New Zealand. If the category grows, Anchor grows, New Zealand grows,” Shane Bradnick, chief creative officer of TBWA\NZ, said.

“To help stop what is a global decline in milk is a big brief. Where we’ve netted out is a campaign that’s simple and powerful, not unlike the milk itself. We’ve celebrated milk drinkers of all ages and stages, and even got Popeye to swap out his spinach for a glass of the good stuff. Now that’s real good,” Bradnick added.

Lucy Bailey, group marketing manager at Anchor, said, “In year one alone Anchor will make a significant investment for the category, with a highly visible and iconic campaign that aims to champion the goodness of dairy. Letting every New Zealander know that nothing beats real milk. Per capita consumption has been declining for years, which is a big concern. To get these lost audiences to consider milk again, we needed to take a confident, category leadership position.”

Philippines – Ampverse Group has launched ‘Ampverse Pulse,’ a full-service next-gen marketing agency designed to transform brand engagement with the booming gaming and entertainment communities in Southeast Asia, India, and MENA. 

Ampverse Pulse will enhance the group’s existing marketing solutions by delivering a comprehensive suite of services for brands and game publishers. This includes strategies for gaming influencers, IP partnerships in gaming and entertainment, in-game advertising, user acquisition, media planning, gaming commerce partnerships, and white-labelled tournaments and events.

The new agency will leverage Ampverse Group’s ecosystem, which encompasses a diverse portfolio of gaming and entertainment media assets, insights from 600 million followers, and a team of experienced professionals. This foundation enables effective strategic planning and activations for over 300 clients targeting gamers, utilising next-gen behaviours and purchase patterns from its commerce products.

Ampverse Group has experienced significant growth in brand partnerships across Southeast Asia and is looking to expand these efforts with Ampverse Pulse, also introducing services to India and the MENA region. With a strong track record of successful collaborations with brands like Samsung, Coca-Cola, and Sony, Ampverse Pulse will provide integrated marketing solutions to engage gaming and entertainment audiences, unlocking new opportunities in the Middle East and North Africa.

Benj Dalmacio, head of business development at Level Infinite, shared, “We are thrilled to have worked closely with Ampverse Group for Honour of Kings’ presence in the recently concluded PGDX Manila 2024. Their team has consistently demonstrated a high level of professionalism, expertise, and dedication throughout our collaboration—helping provide a great experience to our community and to the thousands of attendees during the event.”

The launch of Ampverse Pulse follows Ampverse Group’s achievement of collaborating with over 300 global brands and game publishers, underscoring the high demand and effectiveness of its offerings.

“Ampverse Pulse is not just an extension of our marketing solutions offering, but a next-generation agency that deeply understands youth culture given our gaming DNA. Ampverse Pulse is testament to our commitment to serving the evolving needs of brands and game publishers wanting to deliver business results by being relevant to the next generation,” said Charlie Baillie, chief executive officer of Ampverse Group. 

“As gaming continues to grow across Southeast Asia and the Philippines, this is an exciting time to be here. We want to be strategically positioned to provide Ampverse Pulse capabilities to brands so they can reach the more than 50 million gamers in the country,” Baillie added.

Singapore – PUMA Southeast Asia has launched a new campaign celebrating everyday runners. The campaign, titled ‘See The Run Like We Do,’ aims to inspire every runner to embrace their own unique journeys.

With the rise of runners in Southeast Asia, PUMA highlights their challenges, including extreme humidity and lack of community support. The campaign emphasizes that running is for everyone, regardless of skill level or experience.

The campaign also encourages runners to celebrate their victories such as overcoming personal obstacles and improving health.

PUMA’s commitment to supporting runners is reflected in its new Deviate NITRO 3 shoe, which provides comfort and support.

Local initiatives will also be organised through the PUMA NITRO Run Club in Singapore, Malaysia, Indonesia, Thailand, Philippines, and Vietnam. These initiatives aim to foster community engagement and create a supportive environment for runners.

“At PUMA, we believe that running is for everyone. With the Deviate NITROTM 3 and our commitment to local initiatives, we’re dedicated to supporting and celebrating the diverse running community across Southeast Asia. By connecting with runners on a personal level in this film, we aim to inspire and empower them to define their own running journeys,” Eleanor Wang, marketing director at PUMA Southeast Asia, said.

Kevin Poh, group creative director of GOVT, commented, “We wanted to make a film that resonates with everyday runners. That meant going beyond the tropes of performance and professional athletes breaking their limits so often seen in sports commercials. Instead, we celebrate everyone and anyone who’s ever thought they weren’t made to run. We want to encourage the running community to embrace the ‘bad’ runners in them, and engage with running the way it should be enjoyed—inclusively, joyfully and without judgment.”

As an agency focused on the intersection of data, media, and technology to improve brand messaging for clients, Monks has established itself as an agency that utilises the best of media and data solutions combined with culture-driven initiatives to make a difference in an ever-changing world. With these offerings, it’s worth noting that leading Monks–especially in a fastly-changing region like Southeast Asia–needs to be able to adapt quickly according to market trends all while exuding unique creativity.

For our latest Agency Leadership Decoded series, MARKETECH APAC recently caught up exclusively with Munas van Boonstra, managing director for Southeast Asia at Monks to better understand her leadership style, and what advice she imparts to other agency leaders amidst an ever-changing industry landscape.

‘Powered by transformations’

For Munas, her motto for the last 10 years has been ‘Powered By Your Transformations’, adding that she truly believes in transformational leadership, whereby she is driven to inspire and motivate other teams to achieve outcomes. For this, the team’s personal and professional growth goes first, followed by organisational growth. 

“I love empowering my teams to go over and beyond by setting the future vision and goals. Working with them and energising them to work towards these goals with passion, with the main goal being that they grow in the process first and foremost,” she said.

She also added, “I encourage challenging assumptions, inspire creativity and promote problem-solving by fostering a culture of continuous improvement and learning.”

Focusing on organisational commitment for growth

Munas also highlighted that Monks have great platforms that showcase their projects and recognise the people involved in them. These events in their weekly ‘Happy Monday’ sessions and their monthly ‘Show & Tell’ events, which feature implementing personalised learning and development plans that will offer tailored learning opportunities based on individual career goals, strengths and interests. 

“Providing personalised development shows the organisations’ commitment to long-term success and aligns their personal goals with the organisational objectives. When an individual grows, they benefit first and foremost, which naturally the team, the clients and the organisation benefit from too,” she stated.

When asked about what good results or observations have they seen upon having this approach to agency leadership, she stated, “We are working more effectively and efficiently which benefits our teams and clients, however, everything should be about continuous improvement.”

Addressing industry challenges

One of the first challenges Munas noted addresses talent management and retention, which by all means is about attracting and retaining top talent in a competitive market is tough, especially data, digital, media and creative skills. 

“It’s important to create a strong agency culture, offer professional growth and continuous learning opportunities and flexible work arrangements. Here at Monks, we practise hybrid and flexible work arrangements,” she said.

Another industry challenge Munas highlighted refers to maintaining creativity and innovation. For this matter, she says that for the clients’ benefit and to stay competitive, they need to ensure they stay ahead of creative trends whilst balancing clients needs and business objectives.

“We pride ourselves in being at the forefront of innovation and disrupting the advertising industry with AI. We invest in upskilling our current teams on our proprietary tools, other AI tools and platforms. As a data and culturally-driven agency, we are constantly upskilling our teams on analytics and creative performance metrics to optimise campaigns,”

Lastly, there is also the challenge amongst brand and marketing teams that are under constant pressure to achieve faster results with tighter budget, whilst delivering high quality campaigns that meet ever-evolving consumer demands. 

“To meet this demand, we have developed our proprietary Monks.Flow that leverages automation and AI-driven tools including our proprietary tools for efficiency, streamlining processes and optimising collaboration between briefing, creative, [and] production,” she said.

Munas refers to their professional managed service that gives brand marketers the ability to talk to their data. During its launch, the agency stated that this service addresses a unique need within enterprise AI workflows by converting owned customer data into dynamic consumer personas. This then allows marketers to interact in real-time, significantly augmenting their speed to market.

Leadership inspires trust and respect

When asked for advice regarding agency leadership, Munas stressed the importance of leading by example–meaningleaders that set the standard for behaviour, work ethic, and values through their actions.

“Rather than relying on authority or verbal instructions alone, I believe that by demonstrating the qualities leaders expect from their team, it inspires trust and respect. When leaders exhibit the desired behaviours such as accountability, commitment, and integrity, team members are more likely to mirror those actions, creating a positive and productive work culture. This approach fosters loyalty and motivates employees to perform at their best, as they see the leader actively contributing alongside them,” she explained.

She also highlighted that by showing rather than telling, leaders can earn the respect of their team and establish a clear, consistent standard. 

“[This] also creates a sense of shared responsibility, where leaders are seen as part of the team, contributing to the collective success, rather than distant authority figures. This approach can lead to improved morale, higher levels of trust, and a more engaged workforce. So, walk the walk, talk the talk,” she concluded. 

Barcelona, Spain – Football club FC Barcelona pays tribute to the deaf community through a performance of the Barça anthem in sign language during a match. The game at the Estadi Olímpic Lluís Companys served as a platform to celebrate International Week of the Deaf and International Sign Language Day. 

A choir from the Barcelona Deaf Cultural and Recreational Center and the Barça Deaf Supporters’ Club performed the Barça Anthem in sign language. Before the match, deaf children from the club and the Catalan Association of Families and People with Deafness (ACAPPS) also accompanied the players onto the field. 

The Barça Deaf Supporters’ Club created the word “BARÇA” in sign language to identify and promote the team’s name to all sign language users. 

As part of the club’s 125th anniversary celebration, FC Barcelona launched a campaign encouraging fans to participate in the sign language version of the Barça Anthem. Players Jules Koundé, Marc Casadó, Sergi Domínguez, Jana Fernández, Marta Torrejón, and Ona Batlle, participated in the campaign.

This campaign was made in collaboration with start-up Visualfy, which provides solutions for deaf or hard-of-hearing people.

To further its commitment to diversity and inclusivity, FC Barcelona has also signed agreements with organizations like ACAPPS and ONCE Social Group and provided digital accessibility training for staff.

“This is the latest of many actions by the DEI department arising from an agreement with ACAPPS, a non-governmental organisation that aims to represent and defend the rights of deaf people who communicate orally, ensuring their full participation and accessibility in all areas of life,” FC Barcelona stated in a press release.

Kuala Lumpur, Malaysia – Malaysian WiFi service CONNECTme has launched a new campaign promoting accessible and affordable connectivity for all. The campaign produced with FCB SHOUT reflects the company’s commitment to providing connectivity even for Malaysians living in remote areas. 

The ‘CONNECTme to a Bigger World and a Brighter Future’ campaign is founded on a film about a Bornean boy discovering new things in the digital world. The film shows how his entire village benefits from the CONNECTme broadband service.

The film campaign is a sequel to the brand’s campaign last year. Both were launched in time for Malaysia Day. 

CONNECTme uses the Malaysia East Asia Satellite’s (MEASAT) satellite broadband system to provide connectivity throughout Malaysia. 

“This campaign is the ideal springboard for us, as Malaysia’s rural satellite broadband service provider, to reinforce our commitment to connecting more Malaysians to a bigger world and a brighter future, regardless of their location. As highlighted in our latest brand film, CONNECTme is driving progress across various sectors, including telehealth, defense, education and e-commerce. This Malaysia Day, we are proud to reflect on our contributions toward advancing the country’s digital landscape and empowering more Malaysians with equitable access to a world of greater opportunities,” Ganendra Selvaraj, chief commercial officer of MEASAT, said.

Syahriza Badron, general manager of FCB SHOUT, commented, “This campaign marks our second year working with MEASAT and CONNECTme and we are very pleased that we have gradually but surely developed a profound and unique narrative for the brand. As the nation’s satellite communications provider, CONNECTme deserves to be celebrated for giving Malaysians the opportunity to better their lives regardless of their stature, race, religion or even locality, and there’s no better time to spotlight the endeavours of the brand than during Malaysia Day. Lastly, a huge appreciation goes out to our production partners at KDCo, Max Fx Studio and Crosstown Connection for bringing the film to life.

There is something about concerts that is intrinsically euphoric – something in the thrill and energy in the air, multiplied by crowds. It is this feeling that makes it understandable how many people are willing to pay large sums to attend one. Watching live performances gives an elevated experience, a feeling that cannot be replicated by merely watching them on a screen. What more when it’s free?

This is exactly how health care and beauty retailer Watsons Philippines proved great experiences can still be free when it organised a concert of highly anticipated local artists for its loyal members. 

The ‘Watsons Playlist 2024’ in Aug. 18 gathered P-Pop groups SB19, Hori7on, Alamat, Kaia, and G22 at the SM Mall of Asia Arena as a reward for Watsons Club members, who were entitled to free tickets. 

Providing ‘money-can’t-buy experiences’ 

With its loyal customers at the heart of the event, Watsons’ P-Pop concert as a reward went beyond the usual incentives that companies provide. 

“We wanted to give our members money-can’t-buy experiences. Music is among their top interests so a concert really supports our brand promise to inspire everyone to ‘look good, do good, and feel great,’” Sharon Decapia, senior assistant vice president of marketing, public relations, and sustainability at Watsons Philippines, told in an exclusive interview with MARKETECH APAC.

Watsons Club members were given free tickets through the company’s mobile application and website. Receipts after purchasing products online, provided they reach the minimum purchase, correspond to free tickets. 

A transaction of PHP 2,000 pesos amounts to a general admission ticket. Meanwhile, PHP 5,500 worth of items will give guests a VIP Standing ticket and include them in the Meet & Greet and Signed Posters raffles. 

“All concert-goers were provided incentives to shop again via exclusive discounts and offers,” Decapia explained.

Tapping Gen Z demographic through P-Pop genre

The P-Pop genre has been on the rise over the years, with more and more Gen Zs becoming fans. Watsons leveraged this trend to tap the demographic, seeing its potential to drive brand growth.

“We targeted Gen Zs because we wanted to hero and introduce our Watsons App to them. We saw a huge opportunity in tapping them and positioning Watsons as their go-to Health and Beauty Retailer in the Philippines,” Kym Manuel, senior media manager of integrated media at Watsons Philippines, told MARKETECH APAC.

The move also benefits the P-Pop industry by providing them a stage to connect to audiences.

“P-pop is an emerging genre that already has a significant fan base among GenZs here in PH so we want to give an opportunity for relatively newer P-pop groups to perform side-by-side with more established performers,” Decapia added.

The company also considered attracting customers in other demographics during the concert.

“While Gen Z is the main core target audience, we also ensured that we can target Pinoy Pop Fans of all ages by including a variety of Pinoy Pop Groups in our lineup this year,” Manuel explained.

Building deeper connections with customers 

The success of Watsons Playlist 2024 shows the importance of engaging its customers and providing incentives for loyalty, communicating the company’s regard for them.

“Attending a free concert that members truly enjoyed is a venue for brands like Watsons to reward and engage with members who have been loyal to the brand. It creates a deeper emotional connection through a memorable event enjoyed with friends and family,” Decapia said.

Meanwhile, strategy is not lost in Watsons’ initiative as it aims to elevate its online shops. 

“Watsons Playlist, our iconic music property, aims to connect Offline to Online, by also making our offline consumers to being online shoppers as well,” Manuel said. 

Watsons’ P-Pop concert is evidence of the evolving ways brands can show their appreciation for customers, setting higher standards for creativity and variety in engaging them. It ushers in a new era of customer rewards, demonstrating that brands can go beyond traditional incentives to elevate the experiences of their customers.

Mumbai, India – Cosmetics brand L’Oreal Paris empowers women to define their self-worth in its latest ‘I’m Worth It’ campaign with McCann India. Starring Bollywood actress Alia Bhatt, the film campaign persuades women to ignore societal standards that hinder them from their aspirations. 

The campaign is backed by research that revealed how Indian women are hounded by standards set by society in the way they look and act. These standards set limits on women and their dreams, influencing how they see their worth.

As L’Oreal’s new global brand ambassador, Bhatt conveys inclusivity and empowerment in the film campaign. While celebrating her self-worth, she encourages other women to do the same.

‘I’m Worth It’ has been L’Oreal’s tagline since 1971, empowering women to see their beauty. 

“This campaign is crafted to ensure the message is both relevant and resonant in the evolving cultural landscape. The team’s endeavor is to present a campaign which reflects the cultural and aspirational values of Indian women. With Alia Bhatt as the global ambassador, it’s a compelling voice that aligns with the vision to honor and inspire the exceptional women of India,” Prasoon Joshi, chairman at McCann Worldgroup Asia and chief executive officer and chief creative officer at McCann Worldgroup India, said.

Siddhi Yadav, executive creative director at McCann Worldgroup India, commented, “It was an absolute delight to work with such an extraordinary woman for our latest campaign with our incredible and valued brand partner, L’Oreal Paris. Alia Bhatt delivers the message to women with great poise and authenticity reminding women that they hold the power to their own worth. The campaign resonates deeply with the women of India and is creating an empowering and impactful social conversation for the brand.” 

“The campaign – My Worth, My Choice – is a celebration of women and their choices being their own. With the extraordinary creative and executional talent of McCann we turned this beautiful insight into a powerful campaign that would inspire many. Who better to front this than Alia Bhatt – who speaks for all women in the film. L’Oréal Paris’ message of worth, McCann’s skill in creating masterpieces, and Alia’s inspiring personality created the perfect mix that shouts you’re worth it,” Dario Zizzi, general manager at L’Oreal Paris, India, said.