Tag: Southeast Asia

Bangkok, Thailand – Boonthavorn, a Thai home improvement retailer, collaborated with VML Thailand to show consumers how easy it is to turn their most inventive home design ideas into reality with the release of a riveting new film. 

With the title “Ideas Come to Life,” the brand’s latest video demonstrates its dedication to bringing any idea to life, no matter how unusual. Customers are challenged to push the boundaries of their inventiveness in their living spaces and to aim for lofty goals.

Boonthavorn, Thailand’s home renovation, aims to transform the home improvement market by enabling clients to reimagine their living areas and transforming their imaginations into vivid, real-world experiences in their day-to-day lives. 

Speaking about the campaign, Park Wannasiri, chief creative officer at VML Thailand, said, “The new campaign challenges consumers across Thailand to think outside the box and explore limitless possibilities for their homes. Whether it’s a whimsical concept or a daring architectural feat, Boonthavorn pledges to turn any idea into a breath-taking reality.” 

Meanwhile, Chanat Choochart, deputy managing director for digital business & branding, Boonthavorn, stated, “We have been working with VML Thailand for some time now, and continue to launch successful campaigns together, including our 2022 ‘Live Your Way’ campaign. With even greater and better consumer insights, the new ‘Ideas Come Alive’ campaign underlines our paradigm shift from a specialty store to an ‘ideas store’, boasting a high-calibre team of room stylists, professional designers and well-versed salespeople, and highlighting our creative use of AI technology to increase efficiency and take customer experience at Boonthavorn stores to the next level – all because we love to see your ideas come alive.”

Singapore – Traveloka, a key travel platform serving the Southeast Asia region, has teamed up with the Hong Kong Tourism Board (HKTB) to expand travel experiences in the region. The collaboration comes at a time when Hong Kong’s tourism sector is experiencing a resurgence following the reopening of international borders.

To capitalise on this growing interest in Hong Kong, Traveloka is offering travel deals through its app that encompass flights, hotels, and other travel activities.

Moreover, the collaboration between Traveloka and HKTB aims to strengthen Traveloka’s position as a travel partner in Southeast Asia while promoting Hong Kong as a premier destination for travellers from the region.

Caesar Indra, president at Traveloka, highlighted the significance of this partnership, noting the increasing popularity of Hong Kong among travellers using the platform.

“Hong Kong is among the popular destinations on our platform, with sales of flight tickets to the city almost quadrupling in the fourth quarter of 2023 compared to the same period last year.” He emphasised that the collaboration with HKTB would further promote global destinations and encourage travellers to explore new experiences.”

Meanwhile, Liew Chian Jia, regional director of Southeast Asia at Hong Kong Tourism Board, emphasised the importance of partnering with Traveloka to enhance Hong Kong’s tourism potential. She also expressed aspirations to attract more travellers from Southeast Asia to explore Hong Kong and contribute positively to the aviation and hospitality industries in the region.

Singapore – TikTok has announced the debut of its leadership development programme, ‘TikTok Academy: Elevate’ across Singapore, Indonesia, Malaysia, Thailand, the Philippines, and Vietnam.

This program marks the first edition of TikTok Academy’s strategic initiatives in Southeast Asia for agency partners, emphasising their commitment to the media industry and nurturing future leaders within the industry.

Themed ‘Nature Meets Nurture: Through the Lens of the Future’, the programme will see TikTok working in close collaboration with a cohort of 350 emerging agency leaders with 5 to 8 years of experience.

These leaders will be nominated by their agencies and will fall under the categories of a “Changemaker” who takes creative action to solve a problem and spark transformative change, a “Storyteller” who is devoted to producing a compelling narrative using words, art, and science to share experiences and ideas, and a “Playmaker” who raises the standard of play within the team and puts others in a position to score.

Going into more detail, TikTok Academy: Elevate will comprise three bi-weekly virtual workshop sessions from 21 March until 18 April 2024. Each workshop session will present challenges for participants to take part in, which aims to either encapsulate the session’s theme or leverage the strengths of participants, enhancing their understanding of the evolving marketing landscape, emerging platforms like TikTok for advertising and marketing, and giving them space to self-reflect on their career growth.

Talking about this initiative, Matty Lin, general manager, global business solutions, TikTok Southeast Asia, said, “We are always on the lookout for how we can support our agency partners with the right resources to guide them in their endeavours. As we strive to be their trusted destination for creative marketing solutions, we hope that our leadership programme will significantly enhance the capabilities of next-generation talent to be self-aware future leaders of the industry. Together, we are committed to cultivating a partnership that propels their industry prominence to new heights.”

Malaysia – Carro’s latest festive film tells a story about the connections and memories shared with loved ones during these journeys. The used car marketplace in Southeast Asia serves as a reminder that every balik kampung journey or hometown travels is meaningful beyond just getting to the destination. 

Titled ‘Identity of Siti?”The movie tells the story of a family travelling through a “balik kampung” and becoming stuck in traffic. But when Grandma recommends they go on an unplanned chase after an orange automobile, they feel better. 

Speaking about the campaign, Katherine Teo, Carro regional head of marketing, said, “The balik kampung drive might take hours, but every journey, every traffic jam and every car ride forms a family’s collective memories. The journey home matters, and that’s why we are committed to delivering quality and safe rides that will allow people to drive home worry-free.” 

Meanwhile, Simond Chew, Carro creative director, said, “After last year’s tearjerker which highlighted the importance of going home to what matters, we thought it was only right for this year’s film to show that the journey home is equally precious. We also wanted to break expectations and flip the usual heart wrenching Raya genre on its head; what better way to bring out the excitement of going home with a high tension, comedic car chase adventure.” 

Furthermore, Kuanyu Tan, Carro Singapore country head, stated, “Hari Raya is a celebration of family, forgiveness and reunion, and we’re so proud to be the choice of many drivers who have chosen a Carro Certified car. We’re committed to ensuring safe rides so everyone can travel worry-free.” 

Philippines – Oyie Pingol has announced that she has been appointed by the Jollibee Group of Companies as their new global media head. In an exclusive interview with MARKETECH APAC, Pingol stated that she will spearhead the evolution and implementation of media planning strategies within the Jollibee Group, encompassing diverse global markets and regions.

Specifically, her mandate encompasses crafting future-ready media frameworks, policies, guidelines, and controls to meticulously orchestrate media campaigns and ensure their success.

“In this capacity, I am entrusted with the strategic development of media recommendations that not only elevate our competitive edge but also remain agile and responsive to dynamic market landscapes. By staying attuned to shifting consumer behaviours and industry trends, I will lead the charge in devising forward-thinking strategies that propel the Jollibee Group and shape the future of media in the QSR industry,” Pingol told MARKETECH APAC. 

For this role, Pingol will be prioritising foundational skills whilst advancing their digital capabilities through audience targeting and personalization through data analytics, ensuring the creation of high-quality and relevant content with seamless integration across diverse channels. 

She will also be focusing on the exploration of innovative technologies like AI, testing and learning new technologies to maximise the use of their measurement and analytics tools, maintaining agility and adaptability to swiftly respond to market dynamics.

“By focusing on these strategic pillars, we aim to deliver cohesive and impactful campaigns that deeply resonate with our audience, drive engagement, and ultimately propel our brand’s success in an ever-evolving media landscape,” Pingol stated.

Prior to her appointment, Pingol worked with GroupM’s Wavemaker for over four years, wherein she cultivated a proactive and innovative growth mindset, constantly seeking out new opportunities, and embracing calculated risks to drive growth and success.

“This entrepreneurial approach, coupled with my experience in media planning, positions me well to contribute effectively to the dynamic environment of Jollibee Group. Additionally, their emphasis on digital transformation has equipped me with a strong foundation in navigating and leveraging digital media platforms and strategies,” shared Pingol.

When asked about what’s to come in terms of challenges and opportunities for the fast-food industry this year, Pingol mentioned that they will be facing a multitude of marketing challenges and opportunities in the current landscape.

One significant challenge is navigating the shifting consumer preferences and behaviours brought about by the pandemic. Consumers’ palates have expanded as they discovered new food options and neighbourhood food shops during lockdowns and restrictions, leading to increased demand for variety and quality in fast-food offerings. However, amidst these challenges lie opportunities for QSRs to leverage this trend by introducing new menu items, collaborating with local eateries, and emphasising freshness and quality in their offerings.

Moreover, the power of word-of-mouth marketing has never been stronger, with social media amplifying consumer voices that can either make or break brands. Authenticity, transparency, and responsiveness to feedback are crucial for brands to cultivate positive relationships with their audience and mitigate potential reputational risks.

Additionally, reaching and engaging Gen Z, known for its digital savviness and high expectations, presents both a challenge and an opportunity for fast-food brands to innovate in their marketing strategies and offerings.

Last but not least, with the growing awareness of nutrition and sustainability, fast-food brands must adapt their offerings to cater to these preferences while still maintaining convenience and taste.

Talking about what’s next for the fast-food industry, as well as Jollibee’s plans along these changes, Pingol concluded, “In addition to above, by staying agile, responsive to consumer needs, and leveraging its diverse portfolio of brands, the Jollibee Group is posed to further expand and improve in line with the evolving landscape of the QSR and casual dining industry.”

Singapore – Supermom, an AI-driven data powerhouse that brings mission-centric brands into the hearts and wallets of discerning parents in Southeast Asia has announced the winners of Brand Awards for 2024.

The awards which were opened for consumer voting on 14th February saw participation from over 11,000 parents and generated more than 95,000 responses. 

In total, the awards recognised 146 brands across 18 categories. The big winners included Spectra (Breastfeeding accessories) and Nestle NAN (Formula milk) in Singapore, Anmum (Maternity milk) and Dettol (HH sanitizer) in Malaysia, Dettol (HH sanitizer) and Folamil (Pregnancy supplement) in Indonesia and BaoViet Life (insurance) in Vietnam

Through this Award, over 5,000 respondents have also pledged to donate their participation fee to support the chosen beneficiaries, as part of Supermom’s endeavour to support single mom communities in the different countries. 

Supermom had brought on board an advisory panel comprising Dr Lau Kong Cheen, Associate Professor of Marketing at SUSS, Garick Kea, MD of Insights Table and Audrey Kuah, Co-CEO, Asia Pacific, VML International; to preside the judging process for this Brand Awards.

Commenting on the awards, Luke Lim, CEO of Supermom said: “We are thrilled with the great response we have received to this year’s Brands Awards and would like to congratulate all the winning brands for the great connection with their consumers. The Supermom community also needs to be applauded for enthusiastically coming together to vote for the deserving brands. This process has encouraged us to continue providing consumers with a platform to share their recommendations of their favourite brands to help empower fellow parents to make the best decisions for their families.”

Singapore – Around 70% of Gen Zs in the region saw e-commerce platforms as important entrance points for their purchasing experiences, and that they use these platforms extensively for researching their purchases. This is according to the latest data from Shopee and Kantar Profiles

The majority of Gen Z respondents (73%) said they conducted their product research and discovery through alternative channels, but they made their purchases on e-commerce platforms. Remarkably, 56% of people who use social commerce platforms for research at first would rather finish their transactions on e-commerce platforms.

A number of important variables contribute to consumers’ choice for e-commerce: a large product selection (79%), high product quality (77%), and easy payment options (59%).

One in three members of Gen Z said in the study that they would spend at least five days researching their purchases. This includes things like viewing product demos and reading reviews (27%), looking over price details (14%), and researching the features and specs of the product (24%). Even with their research methodology, they rank next-day delivery services and a return and refund procedure as their top priorities when making purchases.

Moreover, eight out of ten Gen Z respondents to the survey stated that they are looking for interesting and enjoyable purchasing experiences. This shows how content touchpoints like Shopee Live are to their purchasing experience. 

Ian Ho, vice president of Shopee, stated, “Gen Zs in Southeast Asia highly value using e-commerce platforms for product research and purchases, emphasising their need for a smooth, reliable, and integrated shopping experience. From enhancing service levels to providing new types of shopping entertainment content, our latest initiatives draw on shoppers’ feedback.”

He added, “As the leading e-commerce marketplace in the region, we are fully committed to continuously innovating and enhancing their experience to meet their evolving needs. We look forward to continued support from our valued customers.” 

Singapore – Insurance company Chubb and buy now, pay later platform Atome have announced a regional partnership to help drive consumer protection across Southeast Asia. Saod partnership will enable both companies to co-create a range of insurance products available to Atome’s customers in Singapore, Malaysia, the Philippines and Indonesia.

The first insurance product, ‘Bill Secure,’ is available in Singapore and will be rolled out in Malaysia later this month. Targeted at consumers using buy now, pay later services, ‘Bill Secure’ covers up to five times the transaction amount of the purchase price in the event of permanent disability or accidental death. 

Moreover, the claims payout enables the insured or their next-of-kin to settle the payment of the purchased item while the remaining balance goes to the insured or their estate.

Atome and Chubb will launch a second insurance product, Shopping Secure, in the second quarter of this year.

Ben Howell, regional head of consumer for Asia-Pacific at Chubb, said, “Chubb is committed to broadening consumer protection by introducing relevant, convenient and affordable insurance solutions digitally that protect consumers and their livelihoods. With Atome, we are leveraging technology to enable individuals and their families in Southeast Asia to access essential protection, helping to narrow the insurance protection gap in Southeast Asia.”

Meanwhile, Bernard Chan, chief operating officer at Atome, commented, “Atome started as a buy now, pay later and embedded financing platform. Today, we have grown to become a digital financial services platform that also includes insurance, cards and lending in various markets.”

He added, “Whether it’s embedded financing, or now embedded insurance, our goal is to empower our millions of users by offering tailored products as they journey through different life stages, leveraging our unique expertise in risk-managed credit and responsible financing. Our shared approach with Chubb is another example of our commitment to enhance the overall financial well-being of our customers, and our overall mission of increasing digital and financial inclusion through technology.”

Singapore – GrabAds’ “Marketing Manager”, its web-based marketing platform dedicated to SMEs, is now available on mobile in a bid to help SMEs in the Southeast Asia region to boost their sales. The platform was previously launched in June 2023.

‘Marketing Manager; has also introduced the all-new “spotlight campaigns” feature, exclusively for mobile, where Grab curates specially designed campaigns – often only for a limited time- to assist merchants in maximising visibility and enhancing sales conversions. 

Through this feature, merchants can strategically reserve high-visibility spaces for their stores, exclusively within Grab-hosted campaigns, increasing exposure and driving sales with a single, impactful campaign.

Moreover, MSME merchants on Grab can also use Marketing Manager’s newly enhanced features to drive more sales, including ease of creating ads based on their target audience requirements and sales goals; real-time reports help merchants readily gain insights into how successful their campaigns are; and ability for merchants to only pay for successful orders on a cost-per-order (CPO) basis.

Ken Mandel, regional head of GrabAds and Brand Insights, said, “GrabAds is committed to providing self-serve solutions to help our MSME merchant partners promote their products and drive more sales for their business through Grab. MSME merchants juggle various roles–from chef to bookkeeper, accountant and marketer– which necessitates their need for an easy-to-use, flexible yet effective marketing tool.”

He added, “When we conducted our own survey among our merchants, nearly half the merchants said that they prioritise conversion and cost when selecting an ad platform, which is why the latest features on Marketing Manager on mobile address the everyday challenges that our MSME merchants face.”

‘Marketing Manager’ on mobile is designed for merchants looking for straightforward and swift campaigns on mobile, providing a user-friendly option and is now available in Cambodia, Malaysia, Myanmar, Singapore, the Philippines and Vietnam. 

Meanwhile, for businesses in need of more advanced tools, the web-based Marketing Manager Pro offers more comprehensive features suited for digitally savvy merchants seeking greater customisation for their ad campaigns. 

Bangkok, Thailand – Creative advertising agency BBDO Bangkok has announced the addition of two distinguished creative directors, Pratchya Vilaipol and Vuttichai Chongsanguan, to its team.

These appointments underscore BBDO Bangkok’s commitment to fostering a culture of creativity and innovation, complementing the visionary leadership of Thasorn (Pete) Boonyanate, BBDO Bangkok’s chief creative officer.

Bringing a wealth of experience from across the globe, Vilaipol is an art-focused creative director known for his versatile work across various categories and agency networks. 

With an impressive tenure of 19 years in the advertising industry, Pratchya has lent his creative expertise to both global and local brands, including Ford, Nissan, Uniqlo, IKEA, McDonald’s, SAMSUNG, Unilever, Coway, Lazada, and Paris Saint-Germain F.C., among others.

On the other hand, Chongsanguan has made a significant mark in the industry over his 14-year career. His belief in the power of unique consumer experiences has led him to garner over 100 awards, both locally and internationally, across diverse categories.

His notable accolades include a D&AD Wood Pencil and a Silver from Spikes Asia for KTB’s ‘Young Man A The Seal,’ as well as a recent Gold award from White Square for KFC’s ‘Checking For Chicken.’ His portfolio also boasts a wide range of clients, such as KFC, Heinz, PTT, and IKEA.

Talking about the appointments, Boonyanate commented, “Their unparalleled talent and fresh perspectives are exactly what we need to propel BBDO into a new era of creative brilliance. I am eager to see the transformative impact their contributions will have on our work and culture.”

BBDO Bangkok will be looking forward to the innovative directions and exceptional creative solutions that Vilaipol and Chongsanguan will contribute to the team, setting new benchmarks for creativity and excellence in the advertising industry.