Posts made in February, 2020

on Feb 18, 2020

By Jennifer Faull When launching a new product, tyre manufacturer Michelin would historically rely on the buy-in from motoring journalists. Column inches in automotive publications would dictate sales success and big marketing budgets were ploughed into events designed to woo the press. But that’s changed; now influencers rule the roost and the company in doubling down on its investment. Just two years ago, Michelin spent nothing on influencers. It did not see the value in social media personalities and instead took a fairly classic approach to marketing its wares. But as the promise of influencers gripped chief marketing officers at other brands, Kevin Read full story › Source: The Drum...

on Feb 18, 2020

By Shawn Lim Singapore-based digital healthcare specialist MyDoc has launched an initiative to provide Singaporeans with triage assessments for any concerns over flu-like symptoms in the midst of the Coronavirus (Covid-19) outbreak. The campaign, called #cureyourfear, is created by the team of local creatives like Tay Guan Hin of TGH Collective, Eugene Cheong (formerly Ogilvy Asia-Pacific), Patrick Low (Goodfellas), Koh Hwee Peng (Blak Labs), Ai-Lin Tan (Wunderman Thompson), Troy Lim (Ex Y&R Singapore), Uma Rudd Chia (Weber Shandwick). It advises patients who visit MyDoc’s Covid-19 telemedical clinic that they will be able to seek medical assessment for common signs of infection, such as fever, cough Read full story › Source: The Drum...

on Feb 17, 2020

By Conrad Tallariti Was your ad delivered in a brand safe environment and how do you know for sure? With the proliferation of digital media channels and platforms, this is the first question many advertisers need to address even before they look at other campaign metrics, such as reach, frequency, and conversions. The question of media quality will surely be top of mind for advertisers in 2020, and one of their first concerns should be brand safety. Put simply, our conversation with marketers and their agencies in Southeast Asia reflect a global trend: they do not want their branded content and commercial offers Read full story › Source: The Drum...

on Feb 17, 2020

By Tim Sharp The year is 2020. A world in chaos, yet optimistic about the future. Somewhere, paths to the presidency are paved by an “effective meme strategy.” Unfortunately, this is not the opener to a rebooted House of Cards or season fifteen of The Crown. Exhibit A? An unusual volley of Michael Bloomberg-sponsored Instagram posts flooding timelines over the weekend; the latest front in a “wildly expensive” presidential advertising campaign. How I wish I was making this up. Loading… To try and make sense of this, let’s go back to the basics. What, Read full story › Source: The Drum...

on Feb 17, 2020

By Shawn Lim Kellogg’s Nutri-Grain has launched a brand campaign in Australia to promote its brand message of ‘unstoppable’ in a larger than life way. The campaign, created by Wunderman Thompson, builds on the existing Nutri-Grain brand platform ‘Unstoppable Stories’. It features eight-time world BMX champion and two-time Olympian Caroline Buchanan alongside Rhys Kember, an Australian Pro freestyler BMX rider, telling their stories on how they overcame adversity. For example, Buchanan’s BMX career began in 2003 when the then 13-year-old’s family home was destroyed by the bushfires only leaving her with a bike and a handful of trophies. Undeterred, the BMX rider trained hard and earned Read full story › Source: The Drum...