Tag: Southeast Asia

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. 

Malaysia – Publicis Media has announced new appointments to its leadership roster in an effort to advance its growth in 2025.

Kristine Ong has been named as the chief executive officer at Publicis Media Malaysia while Sujith Rao has been appointed as managing director of Performics Malaysia, effective on January 2, 2025.

Ong returns to Publicis Groupe with a leadership record, most recently as chief client officer at Mindshare Malaysia. She also served as general manager at Starcom Malaysia, managing director at Initiative, and chief strategy and planning officer at Astro.

With more than three decades of experience in media and business, Ong is set to strengthen Publicis Media Malaysia’s reputation.

Meanwhile, Rao’s appointment entails his responsibility for providing solutions to clients, further contributing to the company’s commerce abilities. 

The recent appointments are part of the company’s effort to maintain growth and provide marketing solutions while contributing to Malaysia’s positioning as a strategic hub for Southeast Asian businesses.

Publicis Media Malaysia’s interim CEO and advisor, Ranganathan Somanathan will be ending his tenure on December 31, 2024.

“Strong leadership has resulted in three years of acceleration to become the largest media agency group in Malaysia,” Ian Loon, chief transformation officer and CEO of media & digital at Publicis Groupe Singapore/Southeast Asia, said.

“It is a growing hub for regional clients in specific sectors and a core digital delivery centre for many cross-border clients between Malaysia, Singapore, and the rest of Southeast Asia. Kristine and Sujith, along with many established leaders and rising stars in our Malaysia office, have lots to be proud of and excited about. Our clients’ growth remains our priority as we look to jointly nurture and shape the Malaysian media and marketing industry with our peers,” Loon added.

There’s a great irony to be told when it comes to our existing communication platforms. These apps, which highlight the different ways we can interact with one another, often feel chaotic, distracting and sadly can drain us mentally with the sheer amount of content we encounter on these platforms. If anything, there’s a greater need today for communication platforms which are very straightforward and are very accessible to use for everyday users. 

Recognising the growing demand for simpler communication platforms, buz, a new social audio app, seeks to bridge this gap with its straightforward and user-friendly design. Through its latest campaign launched across Southeast Asia, buz emphasises the warmth and immediacy of the human voice. 

By offering a simple yet powerful space for genuine connection, the app enables users to feel heard and build relationships that go beyond the limitations of text and visuals.

Simple interface, powerful impact

Buz stands out for its intuitive and minimalist design, centred around a single, vibrant green “push-to-talk” button. This streamlined interface cuts through digital clutter, letting users immerse themselves in the essence of communication—the authenticity in tone, the subtle nuances, and the emotions carried by every word.

Built with accessibility in mind, buz breaks down barriers of language and technical know-how, making it a tool for everyone. Whether young or old, tech-savvy or not, users can engage effortlessly. Features like auto-play on a locked screen ensure that staying connected remains as simple as a tap.

By embracing simplicity, buz tackles the challenges of digital fatigue while championing the need for communication tools that are inclusive, accessible, and truly human.

“We observed a widespread desire for simpler, more intuitive interfaces, leading us to prioritise ease of use and accessibility. This is exemplified by the prominent green button, which is easily identifiable and usable by a broad range of users,” a buz spokesperson told MARKETECH APAC.

Buz’s simplicity is also catered to specific demographics who wish to have constant communication but are limited to their own status quo or conditions. For example, older adults with dexterity challenges find the app easy to use, while those who primarily communicate through non-written languages or dialects value its voice-centric design. Similarly, neurodivergent individuals who might feel overwhelmed by complicated interfaces benefit from its straightforward and accessible approach.

“The focus on voice communication, the most fundamental form of human interaction, encourages more natural and spontaneous conversations compared to text-based platforms. This ensures that buz empowers effortless communication for all, regardless of their technological proficiency or background for a truly inclusive communication experience,” the added.

Tapping into the unique emotional response

The campaign captures ordinary moments elevated by the power of voice. Whether it’s a mother hearing her child’s heartfelt “mama” from miles away or a loved one sharing an off-key yet comforting serenade, the campaign beautifully illustrates the deep connections fostered through real-time audio interactions.

Moreover, buz’s campaign centres on the unmatched ability of the human voice to create meaningful connections. It highlights the emotional depth that vocal communication brings—the warmth of shared laughter, the solace of a familiar voice, and the joy of instant connection that bridges any distance.

“This resonates deeply with buz’s philosophy because it showcases how the platform facilitates authentic human interaction, prioritising the natural and deeply impactful nature of voice over other forms of communication. By focusing on the voice, buz demonstrates its commitment to nurturing meaningful relationships through the most primal and powerful means of human connection,” the spokesperson added.

Using hyperlocal strategies to understand cultural nuances

For buz’s campaign rollout across Southeast Asia, it tapped not just local ambassadors but also took into account how the campaign will play out in the local context.

In Malaysia, buz tapped into the relatable charm of Ain Edruce and her husband, resonating with audiences who value a more traditional perspective on relationships. In Thailand, the youthful energy of debut couple Maylada Susri and Teeradetch Metawarayut appeals to a younger generation, reflecting their evolving views on modern partnerships.

In the Philippines, where the ‘love team’ phenomenon is a cultural staple, buz partnered with Barbie Forteza and David Licauco, leveraging the strong connection and enduring popularity of this iconic on-screen pairing.

“Our campaign acknowledges the region’s diverse cultural landscape, by employing hyper-localised marketing strategies that resonate deeply within each culture’s unique expression of couple dynamics to emphasise the power of voice communication in creating meaningful emotional bonds,” the buz spokesperson said.

They added, “This careful selection of regionally relevant celebrity ambassadors, each reflecting the specific cultural nuances of their respective countries, ensures authentic connection and maximises campaign impact across the region.”

Using technology to accelerate the future of communication

Buz combines the power of the human voice with advanced AI technology, developed in collaboration with OpenAI, to elevate the user experience. Features like instant voice-to-text transcription provide flexibility and discretion when the app is muted, while real-time voice translation bridges language gaps, making buz a truly global and accessible communication platform.

James Lin, CEO of Vocalbeats, the company behind buz, stated, “In today’s world, people are craving genuine connections. Buz prioritises the power of voice, offering a simple and intuitive platform that fosters effortless, real-time conversations. Our AI features only enhance this experience, making voice communication even more accessible and enjoyable.”

With more than 20 million downloads worldwide and a swiftly growing footprint across Southeast Asia, the US, UK, and Europe, buz is set to change the way we connect. Its dedication to innovation and enhancing user experiences is reflected in the establishment of its new R&D and operations hubs in Kuala Lumpur and Singapore, reinforcing its status as a global leader in voice-driven social interaction.

“At buz, simplicity is foundational to everything we do. Our growth strategy centres on expanding access to simple and powerful voice communication, adding features thoughtfully to enhance the core experience without compromising ease of use. We’re committed to maintaining an intuitive user experience that fosters deeper connections for our global community, ensuring buz remains accessible and easy for everyone, everywhere,” they concluded.

Singapore – Consumers in Southeast Asia are avid consumers of ‘Korean-wave’ (K-wave) products but ultimately surf for localised K-products, according to data analytics firm Euromonitor International.

With growing consumer demand, brands are increasingly embracing K-wave in product development, promotion and local engagement. Consumer brands, particularly food, drinks and beauty, see K-wave as a tide driving key growth.

According to the report, Singaporeans saw a significant 52% growth in outbound travel to South Korea in 2024 compared to 2019. Visitors from Indonesia (10%) and Taiwan region (13%) also increasingly travel to the home of K-Wave, driven by strong outbound travel recovery.

For instance, Soju, South Korea’s popular alcoholic drink, has become an affordable drink for locals nowadays, thanks to it featuring in K-drama. Soju has seen impressive growth in major Southeast Asian countries with CAGR of 121% growth from 2019 to 2023 in total volume sales, particularly in Malaysia (241%), Indonesia (182%) and Thailand (100%).

However, consumers are now opting for locally produced Soju, rather than imported Soju. Indonesia and Malaysia have introduced Halal Soju, a non-alcoholic Soju but in Soju’s iconic green bottle. This caters to the Halal consumer’s demand, as well as a rapid growth for Soju in these markets.

Sunny Moon, research manager at Euromonitor International, said, “Beyond watching Korean content and travelling to Korea, consumers also incorporate K-products into their daily lives. However, they eventually prefer local products that align with local preference.”

She added, “Consumers’ Korean-craze consumption continues in their home countries. To meet growing consumer demand, brands are embracing the K-wave by appointing K-pop stars as brand ambassadors, even featuring Hangeul, the Korean alphabet, on product labels.”

Kuala Lumpur, Malaysia – Internet marketing service Cult Creative has recently launched ‘Creator Platform’—an all-in-one solution designed to streamline and optimise user generated content (UGC) marketing campaigns for content creators.

As the creator economy enters a new phase of growth, Southeast Asia’s influencer marketing industry is booming with social commerce in the region projected to reach $156 billion by 2030. Influencers have emerged as trusted storytellers for Gen Z and millennials with 92% of consumers now placing greater trust in user-generated content (UGC) over other forms of advertising.

Cult Creative is addressing this demand through its Creator Platform (beta), which seamlessly blends technology with a user-centric design. First off, creators can automatically generate “media kits” that link their social media profiles and display relevant audience insights, such as engagement rate.

Moreover, the solution’s Discovery feature is where creators find their dream brand deals. To opt in for a campaign, creators can submit a text or video ‘pitch’ to get noticed. Its A data-matching algorithm also connects creators with brands that align with their content and audience.

In addition, an integrated chat feature keeps all campaign-related conversations organised, which eliminates the need for multiple messaging platforms and switching between different chat groups. It also features an automated workflow where such as creator agreements and creator invoices are done for them. Tasks are automatically generated to give time back to creators to stay creative.

Lastly, creators can track changes and confirm drafts in one place to ensure efficient feedback processing.

In the last 12 months, Cult Creative has paid over RM700,000 to 2800 creators, with brand partnerships such as Grab, Hotlink, Astro, Farm Fresh and Marriot Bonvoy Group. Cult Creative is set to grow fivefold in 2024. 

Shermaine Wong, co-founder and CEO at Cult Creative, said, “This beta platform aims to simplify campaign management, performance tracking and payments that is aligned with Cult Creative’s mission to empower creators with tools to elevate content creation and brand partnerships.”

She added, “Cult Creative’s efforts aim to position Malaysia as a regional hub for the creator economy with the launch of Creator Platform. Hence, this platform taps into the growing trend of influencer-driven storytelling, as 80% of Malaysian consumers report making purchasing decisions based on influencer recommendations, surpassing traditional advertising’s impact.”

Meanwhile, Lina Esa, co-founder and chief marketing officer of Cult Creative, commented, “The creator economy is about building genuine connections. Through the platform, we help brands grow their audiences, get the quality UGC that we can provide them, while ensuring creators have an easy way to manage their campaigns and scale their earnings.”

The shift indicates a strong preference for authentic, relatable content that influencers provide, making UGC and influencer marketing critical for brands aiming to reach and engage modern consumers effectively. By offering tools that facilitate and optimise these creator-brand collaborations, Creator Platform positions itself as a solution that supports brands in building trust and driving engagement through influencer-led content.

Bangkok, Thailand – Dusit International, a hotel and property development company in Thailand, has announced its sponsorship of the reality show ‘The Maverick Academy’ to promote culinary talents from Southeast Asia.

With Dusit International as a key sponsor, ‘The Maverick Academy’ gathers chefs to showcase their talents through a series of culinary challenges.

Produced by AR Asia Productions, the show features eight skilled chefs from SEA, including Woottisak ‘Woody’ Simhong, a culinary instructor at Dusit Thani College.

Through the cooking challenges, host and chef Alvin Leung embarks on a quest to seek his culinary prodigy who will join him as an apprentice and business partner. Leung is known for his modern take on Chinese cuisine, incorporating new flavours in various restaurants.

Joining Leung is co-presenter Eric Chong, his first apprentice. The show also features renowned chefs and restaurant owners as judges, including Dusit Thani Bangkok’s managing director Adrian Rudin. 

As part of the collaboration, the competition used the facilities at Dusit Thani College. A challenge also featured Dusit dining venue, Baan Dusit Thani.

Besides Dusit, other sponsors include Lexus, Mastercard, Makro, Lubuds, CPF, and the Tourism Authority of Thailand.

“Dusit International’s sponsorship of The Maverick Academy underscores our dedication to excellence in culinary arts, personalised service, and hospitality education. With its dynamic format, broad appeal to diverse audiences, and an exciting lineup of culinary talent from Thailand, the show serves as an exceptional platform to champion culinary excellence in our country and celebrate the kingdom’s rich gastronomic heritage,” Suphajee Suthumpun, group chief executive officer at Dusit International, commented.

Kuala Lumpur, Malaysia – Travel service provider Trip.com has launched a brand campaign at Kuala Lumpur International Airport (KLIA) through a partnership with advertising company Meru Utama Sdn Bhd (VGI Airports).

Trip.com’s collaboration with VGI Airports is part of its effort to enhance brand visibility in Southeast Asia (SEA). It leverages KLIA’s prominent advertising spaces including aerobridges, walkways, and landside areas.

The campaign aims to inform travellers of Trip.com’s features and travel solutions. The travel service provider helps travellers with flight bookings, hotel accommodations, car rentals, and other experiences.

Through the partnership, Trip.com leverages KLIA as one of the busiest airports in SEA.

Stephane Thong, general manager at Trip.com Malaysia, said, “We are thrilled to partner with Malaysia Airports on this exciting brand campaign. Kuala Lumpur International Airport is a key gateway to Asia and beyond, making it an ideal platform to showcase Trip.com’s offerings to an international audience. This collaboration not only boosts our brand visibility but also demonstrates our commitment to supporting the resurgence of global travel.”

“As the appointed media concessionaire for KLIA, we are delighted to welcome Trip.com as a key brand partner. The synergy of this partnership perfectly demonstrates the power of advertising at one of Asia’s premier airports, with Trip.com’s global reach and innovative travel solutions resonating well with the diverse international audience passing through KLIA’s terminals,” Herman Lim, general manager, of VGI Airports, commented.

Singapore – United Overseas Bank has collaborated with Samsung Ads to launch a multi-country connected TV (CTV) campaign across Southeast Asia during a key sporting event. 

The CTV campaign, in partnership with media agency Mindshare, ran across Samsung TVs in Singapore, Thailand, Malaysia, and Indonesia. 

The campaign aims to highlight UOB’s TMRW, a regional banking app, and boost its brand visibility in SEA.

Integrating the TMRW advertisement in Samsung Smart TVs enables UOB to capitalise on peak TV viewership during the global event. It allowed UOB to maximise reach without traditional sponsorship. 

Aired during the opening and closing ceremonies of the sporting event, the campaign ran simultaneously in all four countries in three different languages.

“We are pioneering CTV in the financial sector by employing innovative formats like strategic roadblocks and QR codes. By capitalising on a major sporting moment, we maximised reach during peak viewership, enhanced engagement with UOB TMRW app, and gained valuable insights into campaign ROI.” Sivea Pascale, head of group retail marketing at United Overseas Bank, said.

Carey Loh, managing director of Mindshare, part of GroupM, commented, “This was not only our first multi-country roadblock but also our debut campaign on Samsung Ads in Southeast Asia. The seamless execution placed our content front and center with a large, engaged audience, boosting awareness and driving action. Reaching households as they turn on the TV proved to be a game-changer.”

“UOB’s out-of-the-box approach during a major cultural event leveraged the rapid adoption of Connected TVs in the region. The integrated native ad format cut through the noise and highlighted the impact of strategic timing, engaging content, and innovative execution in Southeast Asia’s advertising landscape,” Alex Spurzem, managing director of Samsung Ads Southeast Asia and Oceania (SEAO), said.

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.

Singapore – SHARP has launched its new AQUOS XLED with a campaign film centred around the message, “Switch to True Intelligence.” The campaign, created in partnership with The Crisp Group, highlights AQUOS as a pioneer in intelligent TVs, enhancing the viewer experience through real-time upscaling of video and audio, powered by the advanced X6 X-Revelation Processor.

The film captures the magic of how the human imagination is ignited by what we watch. Through light-hearted family moments, it mirrors playful adventures both on and off-screen, effortlessly weaving key product features into the imaginative journey.

Produced in partnership with Alt.VFX, the team employed virtual production to stitch together a complex set of visual narratives in an efficient and streamlined workflow. This approach-reduced production time and significantly minimised the project’s carbon footprint. 

Daisuke Hirasawa, Sharp’s TVS Global Products Planning Division Manager, said, “This new generation AI-super resolution TV was developed for optimum picture quality to elevate the consumer’s entertainment experience. The new mid-high-end 4K TV features a 120Hz Refresh Rate, eliminating motion blurriness and ensuring smoother visuals, ideal for gaming enthusiasts and movie buffs.”

He also added that the campaign will be rolled out across key markets in Southeast Asia and will strengthen SHARP’s presence in the mid-to-premium LED TV segment.

Meanwhile, Chris Gurney, founder and chief creative officer of The Crisp Group, explained, “We show how imagination transforms everyday moments, naturally blending playful family scenes with the product – this breaks away from the not-so-subtle, viewer jumping in or content jumping out of the screen traditionally used in the category.”

Gurney also explained to MARKETECH APAC that the film also shows it being relatable to common audiences, noting that as parents, they naturally put themselves and their kids into the story. 

“These familiar moments like our kids playing pretend, building cubby houses, or the Dad (us) cheering as he scores a goal, only to be stopped by a giant Kaiju foot—bring the story to life in a fun, relatable way. Instead of making the world come out of the TV, it reflects the world already happening in our living rooms, making it engaging for everyone” he explained.

It is also worth noting that the campaign–despite being centred around a technologically-advanced product–still finds its way into being relatable to the common consumer, ensuring that they focus more on the relatable features that improve their television watching experience.

“While televisions continue to get smarter, they are also now competing with multiple more intimate screens. So it’s paramount for us to reinforce its fundamental role in the household which is collective entertainment. This is what we decided to dramatize through our story,” Gurney further added.

Meanwhile, Shantanu Dasgupta, chief strategy officer at The Crisp Group also told MARKETECH APAC that the campaign is the embodiment of why agencies should always be able to properly understand the common human understanding of what matters to them–outside of the technicals of a certain product.

“Consumers are connecting with relatable authentic stories more than ever before. Hence contextualising the role of technology in real everyday moments lends to more compelling brand narratives as opposed to just listing down features and functions in a dry informative way,” he said.

Production for the film was made possible by T&DA, while SteelBridge Studio was in charge of the virtual production with Colin Renshaw as Director, with the post-production and VFX done by Alt.vfx. Meanwhile, the sound and music production was done by SoundsLikeButter, while the music composition was done by Wisteria Sound.