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Marketing Featured Southeast Asia

Vietnam Airlines ramps up sonic branding with music video release 

Ho Chi Minh City, Vietnam – In the midst of brands ramping up their sonic branding, Vietnam Airlines is also on its way to innovating its brand and marketing efforts through a refreshing music video of its theme song ‘Hurry up!’, which dropped through a one-of-a-kind launch. 

In partnership with entertainment company, SpaceSpeakers, the new MV was performed by pop artists Touliver, SOOBIN, Binz, Rhymastic, and SlimV which was officially unveiled right on the flight between Ho Chi Minh City and Hanoi, on the morning of July 11, with 300 passengers onboarded.

On the ‘special flight’, the artists performed the song ‘Hurry up!’, with the event spruced up with more exciting activities in-flight such as lucky passengers receiving a special gift of a pair of round-trip tickets from the airline. 

The MV was simultaneously launched on online music platforms on the evening of July 11. Moving forward, the melody of the song ‘Hurry up!’ will be broadcast on more than 400 flights of Vietnam Airlines every day at the time of landing. 

The partnership said the new music product shows the transformation of Vietnam Airlines with the goal of ‘brand rejuvenation’ to reach more customer segments while preserving traditional cultural values.

More and more brands are recognising the role of sonic branding in their branding identity. This can be seen in other markets such as the Philippines, with consumer finance company Home Credit, releasing its new brand song similarly performed by a top music artist. On the global scene, on the other hand, Mastercard has recently unveiled its first-ever music album as part of its sonic brand journey.

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Marketing Featured Southeast Asia

Jollibee unveils music video to celebrate 124 years of PH independence

Philippines — Jollibee, the Philippines’ leading fast-food chain, celebrates this year’s Independence Day with a new music video entitled ‘Joy ng Pinoy’. The film aims to inspire a love for the Philippines in a meaningful and personal way.

The music video by Jollibee, made in collaboration with BetterBrandLabs Inc and Ubuntu Premium Studios, highlights how the new generation makes good use of their talent and skills, and willingness to share the joy and contribute to making a difference in society.

Set to the tune of an OPM classic, ‘Awit ng Kabataan,’ the video is headlined by three up-and-coming Gen Z artists – Francine Diaz, Adie, and Alex Bruce – as they represent the voice of today’s youth and encourage every Filipino to proclaim why they are proud to be Pinoy.

Arline Adeva, assistant vice president and head of brand PR, engagement and digital marketing of Jollibee Philippines, commented, “As the Philippines celebrates its 124th Independence Day, Jollibee looks to continue promoting Filipino pride and joy especially as the country moves toward recovery from the pandemic. Having experienced the worst part of the pandemic, we wanted this video to inspire and bring hope to people through the voice and actions of our youth. It’s not just about bringing joy to family and friends, but also about making a difference in other people’s lives.”

Simultaneously, Gina Lorenzana, chief energist of BetterBrandLabs Inc, said, “As cliché as it may sound, the youth play a really important role in giving hope and shaping our future. For our country to have a better future, we believe that we need to spread joy as Pinoy from the youngest of us.”

Meanwhile, Treb Monteras, the director of the music video, shared, “[In this video] we showcased some of the creative ways the youth are sparking change in the world. From upcycling trash to clothes, competing in new sports, and helping their communities with their skills.”

Monteras added, “This is my first time directing for Jollibee and I’m glad it’s for this particular project. I’m happy to collaborate with a company that values Pinoy culture. Our country has gone through a lot these past two years, and this video will remind us that there is still hope for our nation’s future through the joyful spirit of our Pinoy youth.”

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Marketing Featured Southeast Asia

Sun Life MY resorts to special song, music video to celebrate Hari Raya

Kuala Lumpur, Malaysia — As Malaysia edges closer to ushering in the long-awaited Raya celebrations without strict COVID-19 restrictions, Sun Life Malaysia, the life insurance and family takaful provider, released a special Raya song and music video, entitled ‘Lagu Raya Buatan Malaysia’, to add on to the festive cheer.

The track holds contemporary elements and features lyrics inspired by the sentiments of Malaysians about things that make their Raya more meaningful. The production starred renowned Malaysian singer-actress, Nabila Razali.

Raymond Lew, CEO, president and country head of Sun Life Malaysia, said that with the lifting of restrictions and borders re-opening, this coming Raya season is set to be abuzz with positive vibes and anticipation.

“Just like our brand tagline, Life’s Brighter Under the Sun, we champion making life brighter and healthier. Music is the best mood-booster and we hope to make this 2022 Raya brighter and happier through this feel-good groovy Raya song. At the same time, we want to remind our Clients and all Malaysians of the goodness of spending quality time with our loved ones,” Lew said.

To gather insights from Malaysians, Sun Life Malaysia earlier launched a contest in March where they asked the public what makes their Raya meaningful – with some of the popular answers being Balik Kampung, donning new Baju Raya, spending time with Saudara-mara and feasting on Kuih Raya.

The participants that shared their thoughts through the contest were not aware that their comments would be turned into a Raya song, making it a delightful surprise for those who were selected!

Commenting on the collaboration, Razali said, “Apart from food, Raya song captures the best of the Raya spirits. I am honoured to be teaming up with Sun Life Malaysia to bring on the festive cheers and happiness. It is my hope that ‘Lagu Raya Buatan Malaysia’ will become an evergreen Raya tune that will be top of people’s mind every Raya season.”

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Marketing Featured Southeast Asia

Thai bank KrungSri resorts to music video to reiterate mobile app’s benefits

Bangkok, Thailand – In a time of pandemic uncertainty and economic instability, each one of us are always finding ways to spark joy within ourselves. And to showcase what the internet has to say about the various factors that make us happy, bank KrungSri has partnered with advertising company Wunderman Thompson Thailand to create a music video that would reflect just exactly that. 

Produced by musician and director Morvasu, as well as illustrator Kanith, the music video dedicated to Krungsri’s mobile application utilizes the app’s social listening data, which enabled the team to compose the music’s lyrics that ring true to the genuine ways that spark people’s happiness such as ‘Waking up to a nice cup of coffee’, ‘Unboxing my new toy’, and ‘Getting paid cures all ailments’. 

The final verse of the MV, titled ‘Simple Happiness’ focuses on the benefits of the app, and how “Happiness is easy…as mobile banking”.

For Mingkwan Pattanawong, executive vice president and head of corporate branding and marketing division at Bank of Ayudhya, the campaign not only reflects Krungsri’s brand promise of ‘Make Life Simple’, but also aims to give happiness back to consumers under the epidemic situation and during the year-end celebration.

“It is just like KMA – Krungsri Mobile App, which is easy to use, meets every financial transaction need, and helps make consumers smile. For this campaign, we work with Wunderman Thompson to use a new creative style of music marketing by bringing more than 2 million voices of Thai people from social media channels that reflect their simple happiness to create this new song and MV. We believe that this campaign will give our target audience a moment of happiness and smiles together,” Pattanawong said.

Meanwhile, Thasorn Boonyanate, executive creative director at Wunderman Thompson Thailand, commented, “Bank of Krungsri wants to change their appeal from a classic, traditional bank into a more digitally driven service with their app called ‘KMA’. With the tension of COVID-19 where everyone is more stressed than ever, we thought [to create] an entertaining and relaxing music video, combining all the things people love to see with the recent trend where people love to watch ‘Satisfying Video – Lofi – Relax’ videos.”

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Platforms Featured Southeast Asia

WATCH: This latest MV by SG musician Benjamin Kheng merges reality with virtual influencer Rae

Singapore – In a first-of-a-kind music collaboration in Asia, Singapore-based singer Benjamin Kheng has recently published its newest music video called ‘WORLDS’, with virtual influencer Rae also taking part in the video, signaling the creative merge of reality and virtual talents.

Rae’s singing is made possible by her latest text-to-speech (TTS) technology that allows audio content to be generated almost instantly. The technology also allows Rae to express her bold personality through a new medium, deepening her engagement with her followers in the digital world and online communities. As a virtual being, Rae speaks in an alto tone with a slight robotic pitch, and is effectively bilingual in English and Mandarin, opening up room for more versatility and creativity in content formats for collaborations.

Speaking about her participation in the music video, she notes that her presence at ‘WORLDS’ was a way to ‘find her voice’, and that it symbolized the natural extension of their interactions across two different realms.

“To create a new experience, we experimented with an electronic treatment for my voice, in contrast to Ben’s vocals. I enjoyed every bit of the co-creation process, from the recording to the filming of the music video. For me, the song expresses the friendships and rapport I’ve established with every individual across our universes. It’s about how our worlds, while different, can converge and connect. I hope that fans will enjoy checking out the video and listening to the new release,” Rae stated.

Meanwhile, Kheng commented, “The song was written about a loved one who passed on, and how I missed her so much I’d dream of lifetimes with her. I was so curious as to how working with Rae would be, but finally meeting ‘her’ was a blast. She might be virtual but she, her team and the whole process felt real ‘real’ to me.”

Rae, as seen on one of her promotions with the new Audi R3 Model last May.

Rae, who debuted last October 2020, has worked closely with local and international brands as their representatives, including working with Audi Singapore for the promotion of the new Audi A3 Model, as well as launching her own non-fungible token (NFT) series collection called ‘TAKE A BYTE’ in July this year.

Virtual influencers, both the human-like and caricature ones, have been recently popping out in support of brand campaigns. For instance, South Korean insurance company Shinhan Life has tapped virtual influencer Oh Rozy for their latest brand campaign, done in collaboration with creative agency TBWA\ Korea. In the caricature realm, ‘VTubers’ or virtual YouTubers have proliferated, from Sony Music Japan announcing auditions for their large-scale VTuber project, to AirAsia debuting their first-ever virtual idol Aozora Kurumi.

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Marketing Featured Southeast Asia

Thailand’s Ananda Development releases music video with GREYnJ United to boost morale this pandemic

Bangkok, Thailand – Thai property developer Ananda Development, together with advertising agency GREYnJ United, has released a short music video ‘Urban Hero’ which aims to send a rush of hope and boost the morale of Thais by acknowledging Thais’ courage during these trying times.

While Thailand is looked to early on as one of the model countries in managing the virus, currently, it is now dealing with the third wave of COVID-19 infections. People are stressed and overwhelmed as the pandemic takes hold once again with the government forced to implement semi-lockdown restrictions. 

The 45-second film features a montage of locals going on about their daily lives trying their best to make sense of a normal routine. 

The song was performed by the country’s aspiring rapper OG Bobby. OG Bobby was born in Thailand but was raised in Florida, United States. He pursued his rapping career by going back to his birth land and joining record label Hype Train. Bobby is known for his song ‘Aye Aye OG’.

‘Urban Hero’ by OG Bobby tells of the current life that while difficult and uncertain, people are still managing the best they can, making them real-life heroes on their own. The song features an upbeat tune with lyrics portraying human resilience, hope, and optimism.

Asawin Phanichwatana, the deputy chief creative officer at GREYnJ United, shared that every story can be inspiring, and it resonates with the concept of an ordinary hero. 

“Everyone is a hero, especially in these times, and we are each the hero for our own story,” said Phanichwatana.

The ‘Urban Hero’ music video has been released across multiple digital platforms.

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Marketing Featured Southeast Asia

WATCH: Creative agency FOREFRONT ushers in CNY with music video

Kuala Lumpur, Malaysia – Creative agency FOREFRONT ushers in the Year of the Ox with a cheerful and colorful music video, with a track composed and produced by singer and songwriter, Ang Chee Ciang.

The campaign, dubbed ‘A Return to Abundance’, is a collaboration with its new sister tech venture FOUN. FOREFRONT said the campaign aims to represent new beginnings, good fortune, and positivity in this new year.

The film features the agency’s team members which were filmed in the comfort of their homes and were creatively stitched by its video production team. The deliberate use of the character ‘锋’ in the video, is derived from FOREFRONT’s Chinese name ‘先锋’.

“It’s truly heartwarming to witness how our team members come together virtually for this campaign despite the lockdown restrictions. It’s important that we make the best of what we have in these difficult times. The road ahead may look rough now, but we are definitely on the road to recovery,” commented FOREFRONT Group Founder Darien Mah

Creative agency FOREFRONT CNY angpow.

Following its annual tradition, the agency will be implementing a social media giveaway for its highly-anticipated angpow packets. The angpows’ intricate design this year features a gold outline of an ox with horns pointed upwards which the company said alludes to an uplifting change in fortune. The design also features an optical illusion depicting a fish which symbolizes abundance. 

In addition, the campaign has launched a microsite to host a series of interactive content and for the official giveaway details of the limited edition angpows.

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Marketing Featured Southeast Asia

Lazada PH taps Philippine pop group SB19 as new brand ambassador

Manila, Philippines – The Philippine arm of e-commerce platform Lazada has announced that Philippine pop group SB19 is the brand’s newest brand ambassador in the country.

The all-boys group, composed of five members Sejun, Stell, Josh, Justin, and Ken, will join existing Lazada brand ambassadors actress Kathryn Bernardo, and social media star Jeremy Sancebuche, also known as ‘Mimiyuuuh’.

The group SB19 is known for their tracks “Alab”, “Go Up” and “Hanggang Sa Huli”.

“We are very honored and happy to now be part of the Lazada family. We are truly grateful for the opportunity to represent the brand we truly admire,” SB19 stated in Lazada Philippines’ press statement.

The new brand ambassadors will premiere on Lazada Philippines’ ongoing campaign #NasaLazadaYan, where they will join fellow brand ambassador Mimiyuuuh on January 20 for the launch of Lazada Philippines’ music video of the campaign.

“With their vibrant, encouraging, and unique individual personalities, SB19 definitely lends their energetic and fresh youth to our already dynamic roster of Lazada Ambassadors in the Philippines. We hope that our customers would also be inspired by the band’s enthusiasm and passion,” said Neil Trinidad, Lazada Philippines’ chief marketing officer

The newest marketing campaign encourages online shoppers of the platform to shop conveniently for the best products, price points, brands, and sellers through Lazada’s smart ranking where suggested products are ranked based on the preference and experiences of millions of shoppers, as well as Lazada’s unique personalization technology where relevant products are recommended based on the shopper’s search behavior.

“With shopping behaviors of Filipinos dramatically shifting online since the onset of the pandemic, Lazada remains committed to providing the best service and shopping experience to our customers. With Nasa Lazada Yan, we want to provide Filipinos the ease of finding what they need to tackle their to-do lists all with the help of the Lazada app,” Trinidad added.

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Main Feature Marketing East Asia

Hyundai partners with BTS, releases new song “IONIQ: I’m On It”

Seoul, South Korea – Hyundai Motor and global superstars BTS are releasing a new song, “IONIQ: I’m On It” as one of the first ever campaigns of Hyundai’s new electric vehicle brand, IONIQ.

This will be BTS’ first music project with Hyundai. The song will be available for free download on the brand’s website starting August 31.

Meanwhile, the music video will be premiered on the company’s official worldwide Youtube channel, HyundaiWorldwide, on September 2nd at 11:00 AM, Korea standard time, where it is said to feature Hyundai’s latest electric vehicle (EV) model, Prophecy, unveiled in March.

The brand song “IONIQ: I’m On It” intends to give voice in line with the IQNIQ’s goal to offer customer centric EV experiences centered on connected lifestyle solutions.

The song carries the refrain ‘IONIQ takes me there.’ The lyrics – sung and rapped by BTS’s RM, Jin, SUGA, j-hope, Jimin, V, and Jung Kook – has been made to express feelings of “discovery, curiosity, hope, creativity, and inspiration for the future.”

Global Hyundai CMO Wonhong Cho said “Hyundai Motor and BTS have continued to collaborate to spread the value of the positive energy they pursue together beyond advertising specific vehicles. The new IONIQ lineup is Hyundai Motor’s answer to environmental problems and sustainable global communities that Millennials and Gen-Z generations are concerned about.”

Just this August, Hyundai Motor unveiled the IQNIQ brand dedicated to offering its battery EVs. The company is set to introduce three new EV models: IONIQ 5, IONIQ 6, and IONIQ 7 over the next four years, with IONIQ 5, which is a midsize CUV to be launched in early 2021.

To further engage fans on the IQNIQ campaign, Hyundai will be rolling out an online contest where a limited-edition cassette tape-shaped music player which contains two tracks – “IONIQ: I’m On It” and individual messages from each member of the band will be given out to winning fans.