Tag: R/GA

Singapore – KFC has teamed up with R/GA Singapore to create ‘Jingle Your Tastebuds’ remix to pair with Parmesan Truffle Chicken.

Through ‘sonic seasoning,’ a neuromarketing technique, KFC and R/GA have released a musical remix of ‘Jingle Bells’ that scientifically matches and elevates the flavours of Parmesan Truffle Chicken.

To create the soundtrack, KFC and R/GA collaborated with Gemma Calvert, a professor from Nanyang Business School and Massive Music. By matching sound elements with different food textures, Calvert’s team found the optimal sonic seasoning that pairs with the chicken’s umami taste.

@kfc.singapore

Think we were making it up? Our Sonic Seasoning music track for the Parmesan Truffle Chicken is proudly brought to you by NTU’s professor of Neuroscience, Prof. Gemma Culvert, head on over to the Spotify link in our bio and try the Sonic Seasoning with the Parmesan Truffle Chicken. Here’s a sneak peek at what went down. #kfcsg #kfcsingapore #KFCParmesanTruffle #SonicSeasoning

♬ original sound – KFC Singapore – KFC Singapore

The sensory experience aims to regain customers’ excitement around the Parmesan Truffle Chicken amidst the holidays in Singapore. With a reimagined classic Christmas track, KFC and R/GA have set out to create a unique holiday experience for Singaporeans.

‘Jingle Your Tastebuds,’ is available on Spotify. The QR code to KFC’s Spotify page can also be found across out-of-home ads, film, and social media.

“Through thoughtful sound design, we crafted a track that elevates Parmesan Truffle Chicken into a premium, multi-sensory experience. It slows down the eating pace, allowing diners to savour the creaminess, crunch, and aroma of truffle to the fullest,” Calvert said.

Jaslyn Lam, director of marketing and food innovation at KFC Singapore, commented, “Our goal with the return of Parmesan Truffle Chicken was to surprise and delight our customers in a way they’d never expect. This isn’t just about bringing back a favorite – it’s about reinventing the experience with a unique sonic seasoning that amplifies the taste. Working with R/GA to explore how sound can elevate flavour has unlocked an entirely new way to enjoy KFC.”

“No Christmas gathering is complete without music to set the mood. But why stop there when music has the sonic prowess to enhance taste profiles. By roping Professor Gemma and the experts at Massive Music into the kitchen, it’s about going beyond traditional comms and productising how we can get consumers to further enjoy the tasty Parmesan Truffle Chicken,” Ed Cheong, executive creative director at R/GA Singapore, said. 

Japan – To celebrate the 12th anniversary of the popular tower defence mobile game The ‘Battle Cats,’ creative innovation company R/GA and game developer PONOS have reimagined the experience for players by blending cinematic art and gameplay inspired by Japan’s Sengoku period.

Titled ‘The Way of the Cat,’ the campaign takes inspiration from Japan’s Sengoku period, a time of tactical mastery and conflict. By combining art, gameplay, and storytelling, it showcases the game’s strategic depth, transforming The Battle Cats from a quirky, cute title into a rich, strategy-driven experience.

R/GA brought the vision to life with the Sengoku concept, a centrepiece showcasing the game’s intricate battles and strategies. Enhancing this, the modern Byobu serves as a striking visual element, seamlessly linking in-game artistry with the campaign’s narrative.

This cohesive approach launched a Sengoku-themed in-game event, allowing players to dive into the game’s rich storytelling. Complementing this, social media tactics encourage players to explore and engage with its strategic depth.

As part of the anniversary campaign, two cinematic films inspired by classic Samurai cinema were also released to celebrate the game’s milestone.

Seiichiro Sano, managing director and COO of PONOS, said, “As we celebrate 12 years of The Battle Cats, we’re excited to challenge perceptions and showcase the game’s strategic depth. This collaboration with R/GA honours our heritage while inviting new players to experience the thrill of tactical gameplay in a fresh way.” 

Masaya Nakade, executive creative director at R/GA Japan, added, “Our aim was to elevate the perception of The Battle Cats by weaving together art and strategy to capture the game’s true essence. Through Sengoku-inspired storytelling and high-calibre visuals, we’ve crafted an experience that celebrates the game’s unique creativity and challenges players to appreciate its depth.”

Japan – Creative innovation agency R/GA and the tower defence game The Battle Cats have officially revealed the double agent behind the chaos of the game’s 10th anniversary celebrations, introducing a captivating new twist to its already quirky storyline.

The mission began when the 10th anniversary festivities were delayed due to sabotage, prompting players to hunt for the elusive Spy Cat. As Cat Intelligence Agents (CIAs), players explored clues in-game and on social media to solve the mystery, investigate 10 suspicious cats, eliminate suspects, and earn rare tickets as rewards.

Co-created by PONOS and R/GA, the second chapter of the ‘Mission Impawsible’ campaign maintains the thrill of espionage to attract new players. Following players’ accusations against 10 potential suspects, the true identity of the spy was finally unveiled.

Players who participated in the hunt encountered the sneaky saboteur—none other than Doge, the sworn enemy. As the mask is removed, Mohawk Cat is discovered safe and sound, lounging in the hotel refrigerator. Players received their rewards for correct accusations directly in their in-game mailbox.

In the game’s second edition, Projector Cat announces a final mission inviting players to participate in the Best of the Best Festival. During this event, players can win the new Uber Rare character, Trixi, through the fixed capsule machine. With the double agent captured and the machines repaired, The Battle Cats officially celebrate their 10th year anniversary. 

Seiichiro Sano, managing director of PONOS, said, “We wanted to make The Battle Cats’ 10th anniversary truly special, and ‘Mission Impawsible’ captures the quirky, unpredictable essence of the game. Spy Cat brings a new layer of excitement, and it’s been incredible to see gamers fully engage with the mystery. The positive response shows just how much they love diving into this global spy adventure.” 

Ari Halper, global head of creative excellence at R/GA, added, “Working with PONOS on Mission Impawsible was about pushing creative boundaries for a mobile game’s anniversary promotion. By tapping into the incredibly popular espionage/thriller genre, we were able to lure new audiences to the game while staying true to the Battle Cat’s unique charm. All while entertaining current, returning, and new players alike. And seeing players not only engage but truly love the experience has been hugely rewarding—it’s a testament to the power of combining storytelling with gameplay and promotion.” 

The Battle Cats’ ‘Mission Impawsible’ campaign was developed by R/GA’s global teams from Japan, the US, Argentina, Singapore, and Australia. Running across social media, paid media, and influencer channels in English-speaking regions during September and October, the campaign attracted over 2 million new users, reactivated 1.1 million lapsed users, and received 80,000 total votes.

Japan –  Video game company PONOS has launched a thrilling spy-themed campaign to celebrate the 10th anniversary of the English edition of its hit tower defence mobile game, ‘The Battle Cats,’ inviting players to uncover a mysterious double agent and save the celebration.

Titled ‘Mission Impawsible,’ the campaign’s storyline thrusts players into action as a double agent sabotages capsule machines built for the 10th anniversary festivities, forcing the postponement of the highly anticipated Best of the Best festival. As the hunt for the Spy Cat begins, every cat is a suspect. Players are invited to join the investigation, defend the Cat Base, and expose the double agent in this thrilling game of cat and mouse to bring justice once and for all. 

Seiichiro Sano, managing director of PONOS, said, “Who doesn’t love a good spy thriller? From James Bond to Mr. and Mrs. Smith to The Bourne Identity, espionage stories capture our imagination. Typically, campaigns are built outside of the game, but once again PONOS and R/GA’s global team collaborated to integrate the voting system directly within the game, engaging core players.” 

Ari Halper, global head of creative excellence at R/GA, added, “There is a great irony in the gaming world: while games are meant to entertain us, their promotions and celebrations typically fall back on the same retail tactics and sales clichés. But why not extend the entertainment into the promotions and celebrations themselves?” 

The ‘Mission Impawsible’ campaign, featuring social media, paid media, and influencer content, will roll out across English-speaking regions throughout September and October. Players can make their final suspect accusation between October 7th and 14th. 

Since its original release for the Japanese market in 2012 and the English version in 2014, The Battle Cats has become a widely acclaimed tower defence strategy game, amassing over 92 million downloads and continuing to grow.

Australia – Creative innovation company R/GA has elevated Ben Miles to the newly established role of chief design officer for APAC, where he will spearhead design innovation across the region.

In his new role, Miles will enhance R/GA’s craftsmanship, strategic thinking, and output to achieve world-class, innovative design across APAC. He will focus on expanding the region’s design disciplines in branding, experience, and communications practices, working closely with multidisciplinary leaders in each market to realise this vision.

Miles previously served as the VP and executive creative director of brand design for APAC. Renowned as a global design leader, he is recognised for driving transformative brand work and fostering a positive company culture while championing impactful ideas rooted in a deep understanding of human behaviour.

At R/GA, Miles has built a diverse and innovative team that includes some of APAC’s top brand, visual, verbal, and strategic designers. They collectively advocated the idea that brands should actively shape culture rather than just exist within it.

Miles’ leadership has been recognised with prestigious awards, and his impact extends to shaping and enhancing brands across Australia, New Zealand, and Asia, including notable names like Telstra, Westpac, Powerhouse Museum and City of Sydney, Google, Nike, UOB, SingLife, IGA, Toll, SKY NZ, Foxtel, Cotton On Group, Huffer, Fed Square, Bailey Nelson, ZIG (part of CDG), Timberland, and The Prince Akatoki, as well as numerous startups. 

Speaking on his promotion, Miles said, “I joined R/GA because they intersect design and technology, and through our creative innovation model, design isn’t just visual—it’s a mindset. Design elevates businesses, equipping them with the tools to solve today’s most pressing issues and anticipate tomorrow’s challenges. It navigates complexity by strengthening connections across sectors and empowering organisations to reimagine brands in innovative ways. I’m honoured by the trust R/GA has put in me to elevate our capabilities across the region.” 

Meanwhile, Tiffany Rolfe, global chair and global chief creative officer, said, “R/GA was founded on the principles of design and technology, and so this newly created role is especially significant. Ben has proven to be a skilled practitioner and inspiring leader, always designing to create impact for our clients and the world. I look forward to having his infectious passion across even more of our work and teams in APAC.” 

Michael Titshall, CEO of APAC at R/GA, added, “Ben makes the industry, R/GA, and all of us better with his passion, creativity, and innovation. In this unique role, he’ll inject his brand and design expertise, giving R/GA’s clients across the region access to unique creative solutions.” 

Tokyo, Japan – Creative innovation company R/GA has promoted Anthony Baker to the role of managing director of R/GA Japan. In his new role, he will focus on expanding long-term strategic partnerships to deliver creative solutions for clients that drive business growth in new ways. 

This strategy centres on intersecting expertise in strategy, brand, design, communications, and technology in unique and effective ways. 

In the past year under Baker’s leadership as general manager, R/GA Japan has achieved double-digit profit growth, while expanding its workforce by 30%. R/GA will continue working with Japanese brands to compete locally and internationally, while helping global clients expand in the Japanese market and reach new audiences. 

Some of the company’s recent collaborations include a disruptive Black Friday activation with gaming company PONOS, leading to an expanded partnership across the US, Japan, Taiwan, and Korea and earning international recognition at D&AD. R/GA has also strengthened relationships with long-term partners Nike and Google and brands including Shiseido, Fujitsu and Sapporo focusing on digital transformation, product activations and loyalty initiatives.

Speaking on his promotion, Baker said, “It’s rare to find strategic agency partners who grasp Japan’s distinct culture and bring together diverse, global teams, and network capabilities. R/GA stands out in offering exceptional talent and applying network accelerator tools in AI, cloud computing, search intelligence, and data in both Japanese and English. I deeply appreciate R/GA’s trust in me and my team’s support, as we take our work and operations to new heights.”

Meanwhile, Michael Titshall, chief executive officer for Asia-Pacific at R/GA, commented, “Anthony has driven R/GA Japan to achieve new levels of success, delivering exceptional outcomes for our clients. Our collaboration with PONOS, and global brands like Google, Nike and Fujitsu in groundbreaking work, underscore Anthony’s exceptional leadership. We look forward to continued impact under his guidance as R/GA enters its next phase in North Asia.”

With more than 25 years of global experience as a digital lead and technologist, Baker co-founded R/GA Japan, establishing key client relationships and strategic partnerships across APAC, driving business growth and securing international accolades. Anthony moved to Japan in 2017 from R/GA London having expanded the London office from 30 to 350 members in six years with clients like Nokia, Microsoft, Google, and Nike. 

Singapore – Popular fast-food chain KFC in Singapore has rolled a new local interactive campaign for its revamped KFC Zinger Double Down menu offering–by blending indulgence and fitness in a ‘whack-a-mole’ game, placed at a Serangoon MRT Station wallscape.

Conceptualised by Havas Media Singapore, this game encourages individuals with S$1 off to shed any guilt and relish the irresistible Cheesy Mushroom Zinger Double Down. Commuters may also upload a video of their gameplay to Instagram and tag @kfc_sg to redeem free fries.

Meanwhile, the execution features creatives by R/GA to entice commuters with the campaign tagline “Go On. Give In.” to drive them to the closest KFC outlet.

Juliana Lim, senior director for marketing and food innovation at KFC Singapore, said, “KFC’s Double Down is usually seen as a sinful treat. With this campaign, we hope to show fried chicken lovers how they can go ahead to indulge, and how KFC can be a part of their everyday lives – without the need to feel guilty for eating their favourite food.”

Meanwhile, Kelvin Goh, media director at Havas Media Group Singapore, commented, “The gamified wallscape speaks to the concept of guilt-free indulgence. Our collaboration with KFC to execute this innovative concept not only showcases the delectable appeal of their new launch but also offers fans an experiential incentive to treat themselves.”