Marketing Featured Southeast Asia

This space-themed campaign encourages Thais to reduce sodium consumption

Bangkok, Thailand – Leo Burnett Thailand, in collaboration with Thai Health Promotion Foundation, released a new campaign that encourages Thais to reduce their sodium intake.

The campaign featured a short space-themed film titled ‘New World’ along with the theme ‘Less salt, less disease’, which encourages its audiences to be sodium-aware and rethink their diet.

The short film’s story revolved around a group of genius space travellers, travelling for many years to find the ‘new world’ and surviving by eating sodium-rich food. It ended with the space travellers perishing just before arriving ‘new world’.

The campaign is in response to small convenience stores being widely spread all over Thailand and the labour force being used to ready-to-eat behaviour with ‘high-in-sodium’ instant and frozen foods.

‘New World’ follows the recent launch of Thai Health Promotion Foundation’s ‘Oasis’ campaign, which encourages Thais to consume less sugary drinks.

Leo Burnett Thailand has also previously released a futuristic campaign in collaboration with credit card brand First Choice, titled ‘Mafia of Digital World’.

Main Feature Marketing Southeast Asia

Nissan pivots brand positioning, inspires people to “dare the impossible, until it’s not”

Bangkok, Thailand – The Asia and Oceania legs of international vehicle brand Nissan unveils a new brand campaign, which it claims to be bolder than its previous ones, carrying the central tagline “Dare the impossible, until it’s not.” 

The fresh campaign is initially launched in four key markets of Thailand, Indonesia, The Philippines, and Australia. It leads a digital-first approach, and for the first installment, a brand-led video has been recently released in the region, whereas for the new brand website, it premiered on September 14 in the first batch of countries except Indonesia. 

In a press statement by the company, Vice President for Marketing in the region Nirmal Nair is quoted to have said, “We warn those who want traditional approaches to please not watch our new Nissan brand campaign or they will be disappointed.”

The video, which was released on YouTube, features three individuals, each shown to endeavor in an activity such as playing badminton and operating a drone, and are depicted pushing themselves beyond their comfort zone. 

The website on the other hand, now bears the main tagline on its landing page, with a sub-description, “Nissan is driven by the belief that we can all achieve the extraordinary by daring to reach for goals that seem impossible. We refuse to settle, we move beyond.” The video is also now embedded in the home page.

Nair said, “Do not expect the Nissan you think you know. Today we have a new attitude, new look, new swag, new services, [and] new cars.”

He added, “Brands need to be genuine to themselves. That’s why Nissan has taken this bold step. Daring to be different is in Nissan’s DNA. Our rich history of invention and ‘world-firsts’ defines our innovative present and now, our promise of a bold future. This campaign is aligned to this direction.”

The strategy of the campaign is multi-platform and will involve a wide use of a newly implemented tech stack to do precision marketing among a freshly defined brand audience. The company said that its aim is to excite prospects and drive them to the newly structured website, where they can explore the real Nissan and its heritage of innovations and pioneering technology. 

“Building a thriving brand is our top priority, backed by our strategy to be the innovative challenger, [and] supported by electrifying one in four vehicles in Asia and Oceania under our mid-term plan,” said  Nair.

Platforms Southeast Asia

Ampverse appoints Tim Roemer as Director of Operations to support its growth in SEA

Singapore — Esports entertainment company Ampverse today announced the appointment of Tim Roemer (pictured) as Director of Operations. In his role, Roemer will support the growth of Ampverse as the company is set to scale across Southeast Asia.

Video gaming is a cultural marker, especially in Asia, with the entire industry predicted to grow to US$6.9billion by 2026, and the Asia-Pacific region accounting for over 51% of gaming enthusiasts. 

Gaming communities, largely made up of Gen-Z audiences, hold the power to create seismic cultural shifts. With that belief, Ampverse creates and celebrates gaming communities across Southeast Asia. 

Ampverse works with brands to drive awareness, engagement, consideration and purchase among Gen-Z audiences, through the Ampverse ecosystem that includes a suite of owned-and-operated esports teams, gaming channels, original content programming, publishing assets and merchandise. 

As Director of Operations at Ampverse, Roemer’s role is largely to implement efficient organizational processes to support the company’s expansion. He will also work closely with the C-suite team to analyze growth and acquisition opportunities across esports, content and product divisions.

Roemer boasts a strong entrepreneurial background, having successfully founded ventures including performance marketing company, Heroleads, which he grew and scaled to over 200 people in five years. 

Commenting on his appointment, Roemer said, “Ampverse consistently remains one step ahead of the curve and I’m thrilled to be a part of this high-performing company.

The video gaming industry, while still nascent in Southeast Asia, is displaying remarkable potential with vast opportunities for growth.

Tim Roemer, Director of Operations at Ampverse

Helping to scale the business across the region is a challenge I’m truly looking forward to taking, with the added benefit of working alongside a talented, high-calibre team.”

Ferdinand Gutierrez, Co-Founder and CEO at Ampverse added, “We established Ampverse based on the belief that hyperlocal communities have the power to drive change. Everyone in our team is a specialist in their own right, bringing together strengths and knowledge from their unique backgrounds to drive these gaming communities.

The appointment of Tim is a testament to Ampverse’s accelerated growth and reflects our commitment to hire the best, enabling us to continue to deliver innovative gaming-centric campaigns that help brands maintain their competitive edge and connect with Gen-Zs.”