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SIA kicks off 3D hot air balloon Singapore Airlines partnered with Mediacorp OOH Media to create a contest involving a 3D hot air balloon at bus shelters. This is in conjunction with new flight routes offered by the national flight carrier, including the Singapore-Canberra-Wellington route. To raise awareness of the new routes and Canberra as a destination, the campaign curated experiential moments that travellers can enjoy when they are in Canberra. Emarsys expands offering Emarsys launched its mobile suite to enhance mobile app engagement and optimise customer journeys to increase customer loyalty. Connected to its B2C marketing cloud, the suite features “mobile engage” for apps which powers retailers, brands and e-commerce mobile app engagement strategies through automation. All of which are designed to bring back users to the app through personalised content. It will enable marketers to deliver revenue-driving mobile marketing campaigns.
Yakult goes digital Yakult appointed digital and event technology agency Kwirke as its official social media partner to oversee its main social media platform on Facebook. The appointment includes developing Yakult Singapore’s social media content marketing and advertising strategies. According to Helme Sarim, general manager of Kwirke, it is crucial for a traditional brand such as Yakult to place greater emphasis on its social media platforms to stay relevant. 6 M A R K ET I N G A U G U ST 2 0 1 6
Getting socially savvy Nespresso Singapore appointed Publicis Singapore as its social media agency of record. Publicis Singapore will be responsible for Nespresso’s social media marketing and campaigns for its Singapore portfolio. This includes the management of social engagement, content, analytics and strategy across its core channels. The incumbent on the account was GOODSTUPH. Globally, the coffee maker brand has teamed up with Hollywood star George Clooney for its commercials.
Where is the love? Scoot released a new spot which details the feelings of neglect that some fathers feel on Father’s Day, a holiday which does not draw as much buzz compared with Mother’s Day. Most of the fathers in the spot lament not receiving anything meaningful on Father’s Day, or otherwise receiving gifts which are less thoughtful – from the same “I Love Dad” mug from previous years to an insincere text message.
Mobile wallets on the rise Singapore was one of the first countries in Asia to launch Android Pay and the third location worldwide after the US and the UK. Android Pay works with MasterCard and Visa as well as credit and debit cards from many of Singapore’s major financial institutions such as DBS, OCBC Bank, POSB, Standard Chartered Bank, and UOB as participating banks.
Handing it back Grey Group returned the controversial Bronze Lion that it won at Cannes for its I-SEA app. According to a press statement, this was due to “unfair, unrelenting attacks by unnamed bloggers” and also to ensure “there is not even the hint of impropriety or question” of its integrity. The move comes after widespread criticism of the agency for retaining the award. Getting certified Premium content discovery platform Outbrain launched its certification programme called Outbrain Academy in Southeast Asia following its May 2016 debut in Australia. The new certification programme is designed to provide digital professionals with advanced skills and the bestpractice methodologies required to turn brand stories into targeted digital consumer journeys and measurable brand results via the Outbrain platform.
An encouraging message Whisper Singapore launched a new spot which continues Procter & Gamble’s feminine hygiene brand Always’ #LikeAGirl social experiment campaign which went viral in 2014. Always is marketed as Whisper in most Asian markets. It features various young female athletes in rugby, shot-put, basketball, weightlifting and boxing, and hopes to inspire young girls to keep playing sports and not be subject to societal norms.
A fresh look UOB launched a new campaign for the UOB Lady’s card targeting modern women and their spending habits. Through the campaign, it looked to modernise the brand and simultaneously attract more card members. It adopted a softer approach to demonstrate a more intimate understanding of women and their view of the world in contrast to the common chest-thumping female empowerment route other brands tend to take.
NTUC gets on Facebook Live Foodforlifetv.sg, co-owned by NTUC FairPrice, and operated by content marketing agency Brand New Media, held its first Facebook Live event entitled “Live Healthy, Eat Healthy”. Targeted at PMEBs, the programme is for those who have little time on their hands and want a change from hawker fare. It was televised live in HD featuring nutritionist Charlotte de Drouas, who tackled questions surrounding healthy home-cooked meals. Kicking off a new era StarHub and Astro offered young footballers the chance to train with one of the leading football clubs in Europe. Called Astro Kem Bola (football camp) and organised by Astro Kasih, the sports outreach programme was open to Singaporean boys and girls aged between 10 and 12. It aimed to give student athletes the opportunity to experience professional football at the highest level. WWW. MARK E TING-IN TE RAC TI VE . C OM