Tag: VCCP

Singapore – Global logistics brand Toll Group has unveiled its refreshed brand direction ‘Curiosity in Motion’, including a new brand campaign ‘Think Outside the Box’ to show how the company delivers value for businesses in an era of disruption.

The end-to-end brand positioning was done with integrated communications agency VCCP Singapore in line with the company’s new focus on the Asia Pacific region. According to VCCP, the agency has been tasked with refreshing the brand’s strategy to communicate Toll’s ‘Pivot to Asia’.

Toll’s Chief Corporate Affairs and Marketing Officer, Zed Ivankovic, said the new brand positioning and campaigns are a ‘fresh, bold expression’ of how Toll makes an impact on businesses.

“Our new brand and campaign [highlight] how we at Toll push beyond the status quo to find new and better ways to deliver value for our customers… With our new brand identity and campaign, our people play a starring role, bringing their curiosity and spirit of progress to life with curiosity in motion,” said Ivankovic.

On working with VCCP Singapore, Ebrahim Kazi, global head of brand at Toll, also commented, “With the help of VCCP, the new campaign perfectly captures the changing consumer demands and positions Toll as a true partner that will be able to solve business challenges of today while continuously developing innovative solutions for tomorrow.”

Meanwhile, Andrew Hook, executive creative director at VCCP Singapore said that the campaign ‘Think Outside the Box’ is a tangible expression of Toll’s commitment to innovation, and the ‘spirit of curiosity’ that is powering its drive into the APAC region.

The campaign will run across social media in markets covering Australia, Asia, and Europe.

Singapore – Food delivery company Deliveroo in Singapore has appointed integrated communications agency VCCP Singapore as its new creative agency. The remit will see VCCP reinforcing Deliveroo’s passion for food and the value that it brings to the lives of Singaporeans every day.

Moreover, this partnership highlights an alignment in cultural values and principles between the two companies, and a shared desire to be integral to a passion so close to the hearts of the nation.

Minjoo Lee, head of marketing at Deliveroo Singapore, commented, “Since entering the market six years ago, Deliveroo has successfully built a strong brand presence in Singapore. We chose VCCP Singapore for their passion and creativity and are excited to see how our partnership will drive Deliveroo to the next level of our journey.”

Meanwhile, Craig Mapleston, CEO at VCCP Singapore, said that Deliveroo, at just six years old, has a great synergy with VCCP in its fourth year in Singapore. 

“We are two ambitious companies, not afraid to take on bigger, more established players. Our challenge is to make Deliveroo the preferred choice by strengthening consumers’ affinity for Deliveroo, through a more culturally driven strategy and creativity,” added Mapleston.

Just recently, VCCP Singapore has been appointed by insurance company Sun Life Singapore to be its creative agency partner. The remit will see VCCP crafting a brand strategy and narrative that resonates with the targeted ‘High Net Worth’ and ‘Ultra High Net Worth’ client segments of the company in the country.

Singapore – The Singaporean arm of insurance company Sun Life has appointed VCCP Singapore as its creative agency partner to craft a brand strategy and narrative that resonates with the targeted ‘High Net Worth’ and ‘Ultra High Net Worth’ client segments of Sun Life in Singapore. 

VCCP Singapore will, amongst other things, assist Sun Life Singapore to increase brand awareness and build a premium and highly differentiated brand identity for Sun Life, which is a new entrant into Singapore’s highly competitive and matured financial services industry. 

In addition, as Sun Life Singapore’s full-service partner agency, VCCP will be responsible for brand and marketing campaign development and amplification under the global brand tagline ‘Life is brighter under the sun’, brand strategy, digital communications and customer experience. 

Work commenced immediately and the first campaign work was launched in March 2022. More brand creation works are in the pipeline as of this writing.

Michael Wei, chief partnership and marketing officer at Sun Life Singapore said, “We were impressed with the breadth of financial services experience from the team at VCCP, their understanding of the emerging needs and ambitions of our audience as well as the creativity behind their many works. We’re pleased to have a strong partner in VCCP to help us establish Sun Life brand in Singapore and challenge our competitors in the market.”

Meanwhile, Craig Mapleston, CEO at VCCP Singapore, commented, “Sun Life has a rich and successful history across many markets, and we’re excited to be working with the Singapore team to replicate that success here. It’s such a competitive category, but also one that needs to move much more at the speed of culture. We’re looking forward to providing a differentiated and relevant choice for modern Singaporeans.”

Sydney, Australia – The Billy Blue College of Design at the Torrens University in Australia has tapped creative agency SomeOne, media company VCCP, and augmented reality (AR) specialist Unbnd to creating an immersive augmented reality experience in reimagining how prospective students engage with the college when considering where to study.

A demonstration of the Billy Blue College augmented reality experience.

Students wanting to learn more about the school’s courses in Branded Fashion, Interior Design, Graphic Design, and Photography, among others are invited to visit and experience the Billy Blue College of Design at Torrens University Australia’s Start Your Adventure web-based Augmented Reality (AR) experience.

The AR experience is a step further to the college’s stance on  the traditional college course guide, as Tom Dabner, creative director at SomeOne, describes the AR college guide experience as a ‘world first’.

“As far as we can see, this is the first of its kind in the world: a unique experience that showcases the increasing convergence of design and technology and allows users to explore the range of design and creative technology courses on offer at the College,” Dabner stated.

Through the AR experience, students can also explore a Branded Fashion studio, see an Interior Design concept showroom come to life, and witness the skills honed in Communication and Graphic Design. Each zone features a selection of work from students past and present who have gone on to do needle shifting work across industries.

“Through insight and ideation workshops with more than 100 collaborators, including current students, staff, and agencies, it became very clear that one of the best ways to engage with people was to show them what was possible if they study with us at Billy Blue,” said Paul Brafield, general manager of design and creative technology at Billy Blue College of Design at Torrens University Australia.

Meanwhile, Beth Duddy, CX director at VCCP, described that advertising through AR is on the ‘cusp of a boom’, expected to grow from US$5.1B to US$198B by 2025.

“It offers a much more immersive and emotive experience that really captures users’ attention in a memorable way. It’s really exciting that we can play in the field, and potentially grow the experience in the future,” Duddy stated.

Students can activate the experience by scanning QR codes placed in ads across Sydney, Melbourne and Brisbane.

As of this writing, more than 7,000 people have participated in the experience, which can be enjoyed both on Android and iOS. Users activate the experience by scanning the QR code printed on the Billy Blue course guide, visiting the AR experience’s website, or from multiple advertising billboards of Billy Blue placed across Sydney, Melbourne, and Brisbane.

MARKETECH APAC_Webinar_Inside_Innovation_Higehr_Ed_Strategy

Join us as we bring you an in-depth webinar on how you can improve online strategies, one that’s able to deliver a seamless and intelligent digital experience that would effectively accelerate student recruitment efforts as well as improve student retention. Register here.