Harnessing romance story-telling to boost sales

Research from the Chinese University of Hong Kong (CUHK) Business School has linked romance-themed storytelling and the increased likelihood of making impulsive purchases.

Highlights of the research include: 

- Tourists exposed to romance-themed storytelling are more prone to impulsive buying compared to those in non-romantic settings.

- The effect is driven by a reduced sense of personal control that stems from an internalised belief that "romance is uncontrollable".

= Colour plays a crucial role: blue backgrounds enhance the impulsive buying tendency in romantic settings, while red backgrounds mitigate it.

The study, led by Professor Lisa Wan Chun-ying of the School of Hotel and Tourism Management at CUHK Business School, could present new opportunities for tourism marketers to enhance visitor experiences and boost consumer spending, the university said.

Titled Harnessing romance: The effect of exposure to romance-themed attractions on tourists’ impulsive buying and published in Tourism Management, the 2023 study involved 820 participants. Some participants were shown images of a medieval bridge which came with a love story, while others were told a romance-neutral story about friendship related to the bridge. Those exposed to the romance theme were more likely to make impulsive purchases compared to those under the non-romantic condition.

Tryvertising from Try Leh gets virtual boost

Source: Try Leh. One of Try Leh's kiosks.

Try Leh has levelled up on its tryvertising business model with new virtual kiosks.

The company has been providing kiosks around Singapore which allow consumers to redeem samples to try them. Brands can showcase up to 12 items per kiosk, in an easy-to see and understand vending machine concept. Try Leh's marketing packages feature campaigns that usually last for four to eight weeks, and start from S$700. 

Try Leh had over 18,000 members as of October 2022. All a consumer needs to do is to create a Try Leh account online. The membership gives them credit every week to redeem beauty product samples, pet food and vouchers at Try Leh kiosks. Try Leh currently allows sample redemptions for one brand campaign per consumer and up to two samples per week. Once the consumer has made a selection, Try Leh sends a QR code to the consumer’s mobile phone to be used at the kiosk.

“Try Leh aims to work with the most user-conscious and generous brands in Singapore to help them reach the right consumers with a tangible sample that speaks to these brands’ quality itself. We’ve worked very hard to make these kiosks very straightforward to use for all age groups and to make the whole process very enjoyable for the consumers,” said Li Ling, Business Development Manager, Try Leh.

The new virtual machines cater to service-based brands and those with products that might not be suitable for a vending machine. Users will be able to redeem e-vouchers through the virtual vending machine with instructions on how to redeem the e-voucher, so brands are not constrained by physical kiosks or their locations.

Try Leh is running a contest with five free packages worth S$700 up for grabs. Interested brands can fill in a form to join a draw for the packages.

Hashtags: #TryLehSingapore, #tryleh, #tryvertising, #freesamples, #freesamplessingapore, #takegenerously, #samples, #markertingsingapore

ENGAGE online brand ambassadors to bring human touch online

Source: Oomph! Lee.

Singapore-based manpower matchmaking agency Oomph! has launched an online brand ambassador platform and service, ENGAGE. The platform aims to enhance online experiences by bringing the human touch found in brick-and-mortar stores online.

Through ENGAGE, Oomph! promises to provide dedicated and trained online brand ambassadors, helping traditional businesses pivot away from offline sales channels. These brand ambassadors can be engaged through a chat box, which offers the option of video chats, in order to help identify, match and recommend products to satisfy the customer needs. The platform can also assist in making bookings for consumers to visit the store in-person for purchases that require face-to-face interaction.

Christopher Sivalingam, Account Manager at Oomph! and project lead of ENGAGE said, “COVID-19 has been a challenging time for businesses that rely on personalised consumer experiences and the human touch. We believe that ENGAGE will allow us to continue the distinction of helping brands to bridge this gap and provide them with the right people to front their products and brand values.”

Jacelyn Lee, Founder and MD of TAG, Oomph!’s parent marketing group, said: “COVID-19 has forced us all to adapt and change, and traditional businesses like Oomph!, which deals in the very human art of manpower, must continue to innovate to survive.

“We believe technology exists to enhance the human experience, as opposed to replacing or taking away from it. This is the concept behind the ENGAGE platform.”

Details:

The ENGAGE service will be offered to retail brands and businesses under three price plans – Starter, Standard, and Custom. Oomph! operates across Hong Kong, Malaysia, Singapore and Thailand.

Adobe: APAC consumer sentiment still positive in mid-2020

Despite COVID-19-induced lockdown restrictions now being lifted in many parts of the world, the extended time spent confined to the home has had a significant impact on consumers’ shopping habits and their interactions with brands, according to research* released by Adobe released on the sidelines of Adobe Experience Makers Live, a virtual event to help brands adapt to the digital world.

According to the research, COVID-19 has impacted consumers’ everyday lives and habits. Nearly seven in 10 consumers (67%) expressed concern about the overall impact of the pandemic. Chief amongst these concerns are personal health (73%), job vulnerability (40%) and the economy (36%). Millennials (72%) typically expressed greater concern compared to Gen Z (58%), Boomers (62%), and Traditionalists (48%).

Simon Dale, MD, Southeast Asia, Adobe commented, “The outbreak of COVID-19 has accelerated a broad shift in APAC consumer behaviours and attitudes that have been in the making for some time. It is clear from the results of the study that brands that are nimble in pivoting to this digital ‘new norm’ will be able to create deep and enduring brand resonance while helping their customers feel truly supported. Marketers will need to pay close attention to their customers and ensure that they adapt their CX strategy to address different groups with relevant messages, more so now than ever.”

While almost all consumers surveyed (95%) are willing to wait out the continued restrictions, only 61% agree with the continued lockdown measures, signalling an eagerness to resume life per normal. Chinese consumers cited the least disagreement with the continued restrictions. Overall, APAC consumers were more willing to wait out restrictions, in contrast to consumer sentiment in Japan and the US.

The survey found a growing social consciousness reflected in the importance consumers placed on staff treatment (77%). Despite this, brands have some way to go - only slightly over half (54%) of consumers agree that brands are doing enough to ensure staff wellbeing. Among the younger generation, attitudes are polarised on this issue - Gen Z typically ascribed less importance while Millennials ascribed more importance to treatment of staff.

Nearly three in four consumers (73%) found it important for brands to mirror the state of the world in their marketing collaterals in response to COVID-19. China (80%) and India (83%) consumers were more likely to agree with this sentiment. Furthermore, there is a general sense that brands have a duty to proactively offer help or provide special offers to customers at this time. This sense of duty among marketers is strongest in China (94%) and India (94%), and weakest in Australia (82%). In the US, close to four fifths (78%) of marketers surveyed say brands have this duty.

Source: Adobe APAC Consumer Survey (June 2020). Results of responses (n = 4,001) to the question "How, if at all, have you changed your shopping for the following?". Shopping frequency and habits have changed. Groceries, media, books, and health products saw an increase or no change in purchase frequency; in contrast, clothes, home improvements, and dining/delivery faced the steepest decline.

Male consumers were more likely to purchase dining/delivery and media, while female consumers shopped less in all categories except groceries and clothes. Media is defined as movies, games and music.

Younger generations and Indian consumers, specifically, cited increased purchasing across all categories, with the exception of dining/delivery for the latter.

Despite COVID-19, seven in 10 consumers reported a preference for purchasing groceries, health/beauty items and home-improvement solutions in person, while around half also opted for home delivery (47%) - usually for food and books - and 17% relied on curbside pickup. In curbside pickups, the shopper does not enter the store, but takes delivery nearby, outside the store.
Across all product categories, younger generations and urban residents preferred home delivery while the older generation preferred in-person shopping, with the exception of media for the latter. Amongst all countries surveyed, Australian consumers were more likely to favour in-person shopping across all product categories. 

Marketers have done a good job at keeping brand sentiment relatively positive during this time. Over half (55%) of consumers found utility in brand-related COVID-19 updates they were sent, with 69% requesting said updates in the future.

Frequency of messaging and ensuring that specific groups of consumers receive messages they need, when they need them was a crucial part of this. Two-thirds of consumers agree that brands are communicating just the right amount, while interestingly, nearly one in five (16%) believe that brands are not communicating enough. Younger consumers were more likely to unsubscribe from emailers, highlighting the importance of taking a personalised approach to keep different groups engaged.

To respond to these nuances in customer preference, the majority of organisations are transforming their long-term strategy in case this period lasts for more than a year (79%), and are also changing their approach to future marketing efforts (82%). In fact, marketers in APAC organisations indicated a greater inclination to make long-term changes compared to their counterparts in the US. Changes include shifting to different marketing channels (75%), changing prioritised audiences (58%) and reallocating resources across different regions (47%).

The intrinsic value of brands directly addressing COVID-19 in external communications is apparent with over seven in 10 (71%) of marketers report having a COVID-19 task force to manage messaging and campaigns. Those in Australia (55%) and Singapore (67%) are less likely to have a task force, whereas those in China (81%) and India (80%) are more likely to have one.

During the lockdown, 58% of consumers increased their online shopping frequency while three quarters (74%) cited an intention to change their future shopping habits. Indian and Singaporean consumers reported the strongest intentions. Unsurprisingly, younger generations were more likely to cite an intention to change future shopping habits while older generations preferred to maintain the status quo.

Chinese and Indian consumers were most likely to report an increase in online shopping, with Indian and Singaporean consumers reporting the strongest intention to change their future shopping habits.

In contrast, under half of marketers in Japan and the US report having specific teams for this. The positive outcome of aligning closely with a COVID-19 task force is that the vast majority of marketers in APAC feel that organisational marketing and communications have been authentic (94%) and have resonated with customers (92%).

Explore:

Download the reports on the Adobe website – Consumer Report | Marketer Report (PDFs).

*Conducted by research firm Advanis for Adobe, the study surveyed 4,001 consumers in selected Asia Pacific countries – Australia, China, India and Singapore and 1,200 marketers across China, India, Singapore and Australia between 1 – 17 June 2020.

APAC stands for Asia Pacific, and CX for customer experience. 

Age bands are defined as: 18 to 29 years old: Gen Z (23%); 30 to 49 years old Millennials (36%); 50 to 64 years old: Boomers (26%); and 65 years+: Traditionalists (15% ).

Adobe's top four visual trends for 2020

Adobe has identified visual trends for 2020. In a blog post the company shared the top four visual trends that brands should take note of:

All ages welcome 

Mature audiences are not only active but relevant social figures and inspirations – giving rise to the expansion of focus from youth-centric (18-35 years) to wider audiences. Industries have begun to realise the importance of representing mature crowds as relevant figures, full of unique, vibrant, high-energy people, the company said.

Express yourself 

Consumers are eager to see themselves represented authentically – their raw, honest life experiences online and in public — and demanding the same from brands, politicians, and other public figures.

Makeup is not a mask 

Contemporary grooming focuses on celebrating a person’s unique looks and style – one way people are celebrating the genuine is through expressive reimaginings of what “beauty” can be. The use of makeup as a tool for self-exploration and creative experimentation is one facet of this, Adobe said.

From 'me' to 'we'

Consumers of all ages are exercising their growing influence. As such, brands are increasingly finding that images presenting a strong sense of community and meaningful lifestyle choices resonate best.

In 2020, Adobe will also be releasing its inaugural Design Trends and Motion Trends. These will include:

Handmade humanism

Artists are craving a natural touch and creating an emotionally-approachable style that is notable "through its simplicity and handcrafted tone", Adobe stated, predicting that the digital world would see an increase in DIY-influenced elements for the personal touch.

Semi-surreal

Artists will be using new tools and techniques to create the impossible and alter viewers' vision, inspiring creativity with fantastical imagery.

Environmental documentary

The discussion of climate, based on science and real policy ideas, will be a prominent part of many industries’ narratives in 2020. More brands and programmes will be using a documentary film style to portray the challenges and possible future the world faces due to climate change.

Singtel's Chinese New Year short film is all about connections

Source: Singtel. Stills from the festive video about always making the right connections.

Singtel  has launched its annual short film for Chinese New Year, celebrating the season’s spirit of making connections and strengthening ties with humour. Titled His Grandfather’s Road*, the light-hearted film centres on road rage between two families that ends on a high note when they realise that they have a lot more in common than they thought.

It’s the first day of Chinese New Year, and in typical Singaporean fashion, the two families are caught up in visiting relatives and friends. En route, their cars meet on a narrow street and come to a halt. Neither wants to budge.

Both sides confront each other, but thanks to a nosy passerby, scurry back to their cars. They decide to wait it out with the help of mobile entertainment - streaming video, playing online games and listening to music. The stalemate is broken in an unexpected way, ending in a traditional lohei.

Lian Pek, Singtel’s VP for Group Strategic Communications and Brand said, “Chinese New Year is the perfect occasion to reinforce Singtel’s long-held values of celebrating connections that count. Hence, this simple tale of two feuding families who discover they need to be more expansive and 'make the right connections' with each other - the film’s tagline.

"Of course, as a company, we’re very much about providing high quality and reliable connectivity services that cater to our customers’ changing lifestyles and expectations. So that gets a playful plug too. You can be stuck anywhere, but thanks to technology, life goes on!”

His Grandfather’s Road is part of Singtel’s on-going branded content strategy, centred around short film campaigns that have allowed the group to bring its brand values to life. Singtel’s Christmas film, The Gift, attracted close to 13 million views over its month-long screening, with numerous news media calling the film “heart-warming”.

“We’re very encouraged by the traction that our films are getting as they’re really bringing home what Singtel’s brand values are all about. While we’ve changed gears this festive season, moving away from our trademark poignant films with emotive storylines, we believe our light-hearted offering still allows us to affirm our values of family, community and inclusivity, served up with a good dash of humour!” added Lian Pek.

Conceptualised in-house and produced in collaboration with Akanga Film Asia, the film will air on Singtel TV and various social media channels from 3 January, and in cinemas from 16 to 29 January.

Details:

Watch the video

*A phrase Singaporeans sometimes use with sarcasm to describe drivers who behave as if they own the road.

TikTok an effective way to reach Gen Z

Source: TikTok. Sim delivers his welcome address.

TikTok, the short-form video platform, recently shared insights into how creators and marketers can leverage the platform to engage Gen Z audiences at its first-ever South East Asia Creators and Content Marketing Conference in Singapore, [REC]reate. 

According to the company, research has shown that Southeast Asia’s digital natives are among the most active on mobile, spending an average of almost four hours across devices. In Southeast Asia TikTok provides easy-to-use video capturing and editing tools directly from the smartphone, enabling the creation of a wide array of content that reflects the diversity of the region.

“We’re noticing a steady increase in the consumption of short-form video content in Singapore and across the region, especially among Gen Z, 98% of whom own a smartphone. Through [REC]reate, we aim to arm both creators and marketers with the insights and the know-how needed to connect with these valuable audiences,” said Lionel Sim, Senior Director, Global Marketing - Business Solutions, TikTok Ads.

Doreen Tan, User and Content Operations Manager, TikTok Singapore added, “We look forward to bringing to life the learnings from this conference as we launch more local partnerships and campaigns, making a significant investment towards the growth of Singapore’s creative economy.”

Sim said that TikTok is powered by machine learning technology and generates interactive challenges and trending topics. "The app also offers an effortless, compelling, and personalised viewing experience, and encourages creation through easy-to-use video capturing and editing tools, empowering everyone to be a creator directly from their smartphones. It empowers these creators to positively express themselves through their unique brand of content, giving rise to extremely interactive hashtag challenges and trending topics that anyone can participate in," he said.

"By letting users create their own content for a brand's campaign, hashtag challenges give users a sense of being part of the brand, turning them into authentic and powerful brand ambassadors. Overall, TikTok transcends boundaries, celebrates diversity and creativity, and has become the preferred platform for expression, especially among the Gen Z/mobile-savvy audience in Southeast Asia."

Asked about marketing on TikTok to engage Gen Z in Southeast Asia, Sim said: "This generation is all about succinctness, authenticity and the ability to express their individual truths – and TikTok is a platform that empowers all of that. Gen Z only has an attention span of 8 seconds which is why short-video content will only become more important. They prefer co-creating content with brands, which TikTok champions through its iconic hashtag challenges. On a different note, the influence of established celebrities is waning amongst this generation compared to the authenticity provided by micro-influencers (such as those on TikTok)."

According to Sim, people are on their mobile devices for 3.9 hours per day in Indonesia, 4.2 hours per day in Thailand and 3.6 hours per day in Southeast Asia (aggregated). "This is attributed to the rise of mobile connectivity in the region - 55% Internet penetration in SEA, 58% social media penetration and 141% mobile connectivity," he noted.

"The up-and-coming generation, Generation Z (16 – 24), are highly connected and ‘always-on’ with 98% owning a smartphone. They spend 10 hours online a day and 1/3 of Gen Z watch videos online at least 1 hour per day. What’s interesting is they consume 68 pieces of content a day and 90% of mobile time spent is via vertical usage."

TikTok works with brands to provide advertising solutions including developing challenges, video creation tips, content conceptualisation, Sim said. "TikTok also provide an intelligent marketing solution named TikTok Ads, a one-stop performance marketing platform that enables advertisers to reach a global user base across markets and diversified platform. TikTok Ads integrates a series of features throughout the cycle of performance ads, including targeting, bidding, ads creation, and conversion. In April 2019, TikTok Ads launched self-registration features, providing easy-to-use self-serving tools to empower businesses big or small to connect with their audience," he said.

"TikTok content recommendation technology applies to advertising as well, helping advertisers effectively deliver their content to relevant audience to drive real business results. When we work with business partners, we help them to learn how to create a TikTok-style video and engage with their audience in just 15 seconds. We hold workshops to share video creation experience, tips, and actionable insights with our partners."

Is it really possible go viral? Sim thinks yes. "Some of the necessary conditions that we’ve identified to start your viral video campaign are: defining your campaign idea, marrying this with the extensive filters and music on TikTok together with the strong support from the creator community," he said.

Successful brand partnerships across Asia for TikTok include:

#slideandswivel (Singapore) - Still ongoing, TikTok teamed up with Samsung to get Singaporeans to flaunt their best moves while incorporating slides and swivels into an original dance routine. Winners stand a chance to win a Samsung Galaxy A80 plus exclusive BLACKPINK merchandise.

#donnghiepthoate (Vietnam) - TikTok launched its first-ever brand campaign in Vietnam with Sunsilk. Coinciding with the Lunar New Year (Tet Festival), the campaign enabled users to virtually wipe off their verbal karma (in a fun way) to receive love charms and have a brighter year ahead via a customised interactive lens. The campaign featured a brand takeover (over 45 million total impressions), in-feed ads (over 10 million total impressions) as well as a hashtag challenge (30,000 videos and over 24 million views).

#LightUpF11Pro (Malaysia) - TikTok’s first-ever brand campaign in Malaysia was done in collaboration with Oppo. Coinciding with the launch of the F11 Pro, the campaign featured custom interactive content via a hashtag challenge (over 9 million total impressions).

Specifically for Singapore, successful campaigns this year include #thisissingaporelah (1.5 million local views), #mypetslife (11.6 million local views) and #sgearthhour2019 (1.6 million local views). TikTok launched one of its first-ever local brand campaigns, #killernotstupid, in collaboration with local film-maker Jack Neo, where users were encouraged to participate in a quirky finger dance challenge to stand a chance to win a pair of passes to the gala premiere of the movie Killer Not Stupid. 

Sim also commented that hot topics differ among countries. "In Singapore, the top five content topics are food, comedy, talent, education and fashion," he shared. Sim also listed some of the up-and-coming local content creators in Singapore:

Mingwei
National taekwondo exponent Ming Wei, a bronze medallist at the 2015 SEA Games, started making a name for himself on TikTok with his fitness, flexibility and taekwondo videos. His videos are a way of sharing his sport with the general public, and he hopes to get more young people interested in taekwondo and other sports.

Hui Xin
From dancing to K-pop hits by BLACKPINK, to lip-syncing to comedic audio tracks, actress Hui Xin showcases her diverse talents through her videos.

Ko Yong
An up-and-coming transition content creator, Ko Yong's videos showcase the impact that transitions can make in bringing stories to life via short-form videos.

Details:

TikTok is available in over 150 countries and regions in 75 languages. Download the TikTok app via iOS or Google Play.

Autonomy addresses comms needs in APAC

Autonomy, a consulting firm that provides strategic communications counsel and marketing services, has launched.

Headquartered in Singapore, Autonomy is led by technology communications specialist Tony Tan.

“We believe every organisation today is a technology company in one way or the other, and they all have an innovation story to tell. That sets the foundation for Autonomy and how we design our service and solution offerings,” said Tan, Autonomy's founder and MD.

“By interweaving traditional, senior-led consulting methods with an advanced marketing technology stack, we aim to help our clients glean intelligence and insights quickly, and create purpose-driven, highly targeted and measurable campaigns for business impact and success across five core innovation sectors; namely technology, financial services, healthcare, lifestyle and the public sector.”

INSKEN hosts global marketing summit for Malaysia entrepreneurs

Source: INSKEN. Firdaus delivered
welcome remarks at GMS 2018.

Held for the second year, INSKEN’s (Institut Keusahawanan Negara's) annual Global Marketing Summit (GMS) aims to help create game changers in the local entrepreneurship ecosystem.

Malaysia's YB Minister Datuk Seri Mohd Redzuan Yusof said, “Significant attention continues to be placed on promoting the growth on entrepreneurs and small and medium sized enterprises (SMEs) in Malaysia, specifically for B40s and M40s*. The Ministry of Entrepreneur Development (MED) will utilise the allocated budget to develop a focused and inclusive entrepreneur development program to be implemented in 2019.

“Our mission is to generate entrepreneurs with integrity and competitiveness in the global market. This is to encourage entrepreneurship in Malaysia Baharu** particularly among the low-income groups across all segments of the society.”

INSKEN, the lead agency for National Entrepreneurship Development and the National Entrepreneurship Resource Centre, staged the first GMS last year to address the global challenges facing homegrown businesses, and again this year for local entrepreneurs keen to up their game.

“Over the years, a myriad of entrepreneurship programmes and skill enhancements have been undertaken to nurture and groom individuals and companies to reach business perfection. As the leading agency for National Entrepreneurship Development under the purview of Ministry of Entrepreneur Development, it is INSKEN’s responsibility to address this problem. Thus, the idea of Global Marketing Summit was born,” said Firdaus Azharuddin, CEO, INSKEN.

He said the GMS 2018 was focused on creating opportunities for local entrepreneurs to meet and learn from influential speakers. Sessions at the event featured Rob Craven, Sales Advisor for Microsoft and Airbus; Vinita Bali, former Marketing Director for Coca-Cola and Cadbury; Ashraf Sinclair, actor and owner of TGI Fridays Indonesia, and Neelofa, founder of Naelofar Hijab.

INSKEN aims to develop highly knowledgeable, resilient and capable movers and shakers who embrace the tech-driven, app-enabled and disruptive environment that entrepreneurs operate in today, without sacrificing their sense of humanity and fair play. It became an agency under MED in July 2018.

Since 2015, INSKEN has successfully trained 28,330 local entrepreneurs via 1,109 entrepreneurship development training programmes held throughout Malaysia. These programmes are divided into several categories to empower different tiers of entrepreneurs, from public outreach to startup programmes, scale-up programmes, and ecosystem enhancement. By the end of 2017, INSKEN noted that 325 out of 500 companies that undertook its training programmes had successfully increased their revenue by 10%.  

*B40 refers to the bottom 40% of household income earners.There are three population bands, with T20 being the top 20% of income earners and M40 the middle 40% of household income earners.

**The New Malaysia, as based on the manifesto of the current ruling government.

Singapore meets HUAWEI Mate 20 icon ahead of launch

Source: Huawei. The square icon at various malls in
Singapore.

Singaporeans got more familiar with the iconic HUAWEI Mate 20 Matrix Camera System when an illuminated square icon was projected without notice across Singapore over the weekend.

The iconic symbol was projected onto building facades across Singapore, including at Raffles City, Bugis Junction, Bugis+, and Plaza Singapura.

The instantly-recognisable square icon reflects the design of the camera array, combining a Leica Triple Camera and one flash, that is integrated into the rear of HUAWEI Mate 20 series smartphones. The Leica camera system has an ultra wide angle lens that allows users to capture more with a wider field of view. The new camera system also supports macro shots, producing crisp images of objects captured from as close as 2.5 cm away from the lens.

Building on interactive experiences with new AI capabilities, the HUAWEI Mate 20 Series is able to help users identify historic landmarks, famous artwork and even estimate the nutritional value of most foods.

Jonathan Ye, Head of Digital APAC and Marketing Director of Huawei Consumer Business Group Singapore, said: “The all-new HUAWEI Mate 20 Series takes the smartphone standards of today to a higher level; bringing reimagined photography capabilities, enhanced artificial intelligence (AI) experiences and ultimately being a smarter phone for the discerning user.

“The camera setup at the back of the phone is iconic for us and it truly stands out in the market. We wanted to take this to the spotlight to encourage imagination and excitement among the crowds as we look forward to our local launch on 27 October.”

The HUAWEI Mate 20 Series will officially be available in Singapore from 27 October 2018 with an exclusive popup at Causeway Point, Level 1, Round Atrium. From 10:30 am to 10 pm, customers will receive a premium gift set with every purchase of the HUAWEI Mate 20 or Mate 20 Pro, while stocks last. Customers can also experience the exciting new features of the Mate 20 in the different interactive zones and meet local celebrities like Rebecca Lim, Pierre Png, Sonia Chew and Gao Mei Gui.

The premium gift set (worth S$365) for a Mate 20 purchase includes:

• JBL Link 10 with built-in Google Assistant
• Huawei NM Card 128 GB. The memory card is nano-sized, and proprietary to Huawei.
• Huawei 2-in-1 memory card reader

The premium gift set (worth S$463) for a Mate 20 Pro purchase includes:

• JBL Link 10 with built-in Google Assistant
• Huawei NM Card 128GB
• Huawei 2-in-1 memory card reader
• Huawei wireless charger

Device	Storage and RAM	Colour Options	RRP^	Availability
HUAWEI Mate 20	128 GB* + 6 GB	Midnight Blue, Black	S$998	27 October 2018
HUAWEI Mate 20 Pro	128 GB* + 6 GB	Emerald Green, Twilight, Black	S$1,348

Explore:

Read the TechTrade Asia blog post about the new HUAWEI Mate 20 Series

Hashtag: #ahigherintelligence

^Recommended retail price

*A version of this post appeared on 21 October 2018.

Ever seen what a Leica Triple Camera and one flash looks like?

Singaporeans got more familiar with the iconic HUAWEI Mate 20 Matrix Camera System when it appeared without warning across Singapore on the evenings of 19 and 20 October.

The iconic symbol was projected onto building facades across Singapore, including at Tampines Mall, Bugis+, and Star Vista.

The square combining a Leica Triple Camera and one flash, integrated into the rear of HUAWEI Mate 20 smartphones, makes them instantly recognisable. Besides the flash, the other three elements are a 12 MP main RGB lens, an 8 MP telephoto lens and a 16 mm ultra wide angle lens. The Mate 20 is powered by artificial intelligence (AI), while all lenses are from Leica.

Source: Huawei. The iconic HUAWEI Mate 20 Matrix Camera System projected onto Bugis Junction mall.

Source: Huawei. The Matrix Camera System projected onto a building at 36 Keong Saik Road.

Explore:

Read the TechTrade Asia blog post about the new HUAWEI Mate 20 Series

Hashtag: #ahigherintelligence

Explore Emirates planes in 3D

Source: Emirates. Emirates pioneers VR experience on its

website.

Emirates has introduced 3D seat models on emirates.com, becoming the first airline to introduce web virtual reality (VR) technology on its digital platform.

The 3D seat model is a visualisation engine that displays a 3D 360-degree view of the interior of the Emirates A380 and the Emirates Boeing 777, giving customers a chance to explore their seats, the  cabin and the Emirates onboard product across the Economy, Business and First Class cabins, as well as the onboard lounge and shower spa on the Emirates A380.

Alex Knigge, Emirates’ Senior VP, Corporate Communications, Marketing and Brand (Digital), said: “As we continually invest to provide our customers with an unmatched travel experience onboard and on the ground, we also work very hard to give our customers a world-class digital experience. We are pleased to be the world’s first airline to introduce this cutting-edge web VR technology, which offers our customers an immersive opportunity to learn more about the fantastic Emirates experience before they step on board. In our usability tests with customers, we found that they particularly appreciated the 3D seat and cabin models when selecting their seats.”

The 3D-generated graphics offer a look and feel that is close to reality, Emirates said. The immersive experience is now available for the three-class Emirates A380 but will soon include renderings of Emirates’ entire fleet including all configurations of the A380 and Boeing 777 aircraft.

The 3D 360 degree views of the cabins also feature a virtual reality element for a more immersive experience. Users can enjoy hands-free cabin navigation and seat selection by using any VR headset like Google Cardboard. The 3D seat models were created in partnership with Renacen.

Customers accessing emirates.com via their mobile devices or the Emirates app for iOS and Android will also be able to explore their seats before checking in online with the 3D seat map. The tool allows customers to navigate from one seat to another, and even allows would-be customers to book their preferred seats from within the 3D environment.

Emirates will continue to conduct frequent usability studies with customers and frequent flyers in different geographies to identify further opportunities to enhance its digital user experience.

Explore:

Try out the 3D experience

Browse new product videos that show the end-to-end travel experience across all cabins.

Marketing bonanza during Ramadhan: Google

According to Think With Google, Ramadhan is a very special month for marketers in MENA. Consumer spend increases 53% during the month of Ramadhan (May 17 to June 14 2018), especially on regular household items - this rise was recorded in KSA and the UAE among other countries.

Broadcast content on YouTube peaks for the year during Ramadhan, Google said. Marketers also have up to two weeks post-Ramadan to engage with their audiences as people catch up with their favourite shows on their own time.

There are typically shorter working hours and more free time, which is reflected in online spending habits. According to the Think With Google Ramadan 2018 guide:

A month before Ramadhan, cooking videos on YouTube become popular. Watch times peaks at almost 30% higher than average in the first week of Ramadhan, Think with Google said. Searches for recipes are also 50% higher than the annual average, especially at the start of the month.

During Ramadhan, people are more willing to watch videos in longer formats - there is a 60% year-on-year increase. Audiences also spend more time on mobile, and organic viewership of advertising increases.

Source: Think with Google report. Overall engagement with YouTube videos increases during Ramadhan.

The changes in behaviour continue for two weeks post-Ramadhan, so marketers can capitalise on engagement at this time. Searches for air travel and hotels go up 20 to 25% around Eid, too.

YouTube is more popular than TV, AThink with Google said. With TV ads set at a 100 baseline, YouTube ads were scored at 150 by KSA respondents, according to the Ipsos MENA 2017 Ramadan Insights report.

Google also runs the Lantern Award, which celebrates MENAs most engaging and creative Ramadhan and Eid al Fitr YouTube campaigns. Last year’s Lantern Award winner, from VIVA Kuwait, described how frustrated women can get when their Tupperware is forgotten at guests’ homes, in a humorous manner.  

To master content during Ramadhan, Think with Google suggests:

- Use storytelling, and use multiple stories instead of repeating content

- The idea of giving back to society is a favourite for audiences during Ramadhan

- Be authentic, addressing real user needs, passions and relevant real-life issues

- Get reliable consumer insights

- Leverage on the increased interest in travel, beauty and fashion during Eid


Think With Google has also shared Ramadhan advertising figures for 2017 in a blog post.
According to the Google division, 23% of ad spend was dedicated to Ramadhan in MENA, quoting to Ipsos 2017 research. In contrast, Ramadhan viewership on YouTube over the last three years has increased threefold compared to TV, whose viewership remained flat. 

Explore:

Download the Ramadan 2018 guide from Think with Google (PDF)

Entries for the 2018 Lantern Award close 24 June.

View the 2017 Lantern Award winner and finalists (generally in Arabic. Some have English subtitles)

Marketing an event without mentioning the event: challenge accepted

It's World Cup time again, and marketers are promoting all things football. The question is how they can do it without falling foul of FIFA's brand protection rules.

Source: FIFA's Guidelines for the use of
FIFA's Official Marks, November 2016.

The Guidelines for the use of FIFA's Official Marks, dated November 2016, include a whole list of terms which may not be used to promote the 2018 event. What is a marketer to do?

That's not to say marketers' hands are tied. In the Fair Play section of its pages on brand protection FIFA states: "As the organiser of the event, FIFA holds all commercial rights to the FIFA World Cup, its greatest commercial asset.

"However, FIFA recognises that football is a worldwide passion and of course FIFA is not opposed to businesses benefitting from the thriving economy surrounding the FIFA World Cup by using generic references to football. FIFA even encourages shop owners to join in with the celebration by decorating their shop windows and facades with generic football terms and objects."

Here are some examples of what some companies have done in their marketing campaigns about the 2018 World Cup. WorkSmart Asia presents the pictures 'as is' and does not comment on their legality. Some brands are perfectly entitled to use FIFA's official marks as they are official sponsors of the event:

China Mengniu Dairy Company's marketing campaign as a 2018 FIFA World Cup Official Sponsor includes signage that its products are "Naturally Good" and "Naturally Strong", together with an image of a football player in a stadium.

100Plus is offering a limited edition 100Plus soccer ball in a colour reminiscent of a trophy with a minimum purchase of S$18.

FairPrice and Pacific West are going with FOODball Fever and a prize of a trip to "your favourite football country".

A tray of World Cup dirty buns depicting flags picked out in powder at Food&HotelAsia 2018. There was a demonstration of how the dirty buns were decorated. The buns are so called as they are messy to eat.

Signage for the World Cup dirty buns.

Pringles often changes its packaging for seasonal reasons. Its original potato chips now have a football focal point, while the sour cream and onion flavour have the same football, but in green.

The full Pringles display includes the message "Make football more fun." Taken 11 May.

Singtel outlet with pictures of footballers and the slogan Free your Passion with Singtel. Taken at Jurong Point on 13 May. 

Coca-Cola has labelled some of its bottles with what looks like a football if negative space is considered, together with the three-letter abbreviations for various countries. Portugal, France, Spain and Argentina are represented here; all are World Cup finalists. Taken at Paya Lebar Square on 13 May.

A whole pavilion for Coca Cola at NTUC Xtra, Jurong Point. Taken 3 June.

World Cup signage for Coca-Cola on the shelves. Taken June 1.

Score goals with Milo - there are limited edition autographed football collectibles to be won every week. This is a Kopitiam initiative. Taken 1 June.

Flags on toothpicks illustrate Marina Mandarin Singapore's World Cup Craze promotion, which offers a beverage and snacks plus live telecasts of the 2018 FIFA World Cup Russia at the Atrium Lounge.

Maggi Hot Cup instant noodles come with the Russian word gol (гол, goal) decorated with a football, and the word Russia below that. Taken 29 May.

Win2 added a sleeve on top of its potato crisp crackers for a promotion titled Football Fever. Taken 3 June.

Taste the Soccer Fever! with Cadbury. Taken 3 June.

Cadbury's soccer promotion. Taken 3 June.

Share the victory with Breadtalk - just a football in the word 'victory', a slide of a football to one side, and hands with country names on them. Look closer, and a medal can be seen to the left, as well as a chalkboard with football strategy on the right. Taken 2 June.

Giordano brings back Bear on Bike, or Bob, in country colours. Signage features the BoB cutout composed of different flags, riding a bicycle whose wheels sport a football pattern. Taken 6 June.

McDonald's World Cup campaign involves banana kicks (banana flavoured ice cream), football shirts illustrating McGriddles, as well as a Star Players menu. Banana kicks also refer to a specific kick used in football that makes contact with the ball in such a way that the ball curves. Taken 5 June.

Keppel Electric is recruiting customers with a Dell gaming laptop as an incentive and a headline addressed to football fanatics. Taken 1 June.

Clear anti-dandruff shampoo has limited edition packaging with a football themed logo and the names of various countries on each bottle. Taken 1 June.

Source: AliExpress eDM, received June 22. Sports-themed eDM with a person in a tee who is placed in context with the headline, "Go for the goal". The eDM is sports themed, featuring sports and outdoor accessories, an invitation to "dress like a winner" with the right clothing, and a section called "Celebration & Fans" to "show your love for the game".

M & S display with an image of a football and bunting representing the flags of different countries, taken 21 June. There are no words, just chips and alcohol.

Details:

Read the guidelines on FIFA's official marks, dated November 2016 (PDF)

Watch AirAsiaGo's Eid video, where the Friendship Cup wars with the Family Cup when Eid falls during the World Cup.

Digi has also got an Eid story with a football theme.

Explore:

What happened in the previous World Cup in 2014? A version of this blog post appeared in defunct sister blog WorkSmart SG in 2014:

When FIFA has public guidelines for the use of its marks, how do non-sponsors speak the World Cup language and touch their customers who are also fans?

Some phrases are out of the question. Protected terms include

• 2014 FIFA World Cup Brazil
• 2014 FIFA World Cup
• FIFA World Cup
• FIFA
• World Cup
• 2014 World Cup
• World Cup 2014
• Brazil 2014
• 2014 Brazil
• Football World Cup
• Soccer World Cup
among others, and there are still others which are not listed, says FIFA in the document.

Here are some ways companies have implemented World Cup campaigns in Singapore. A picture of a football helps, plus game-related language. Some brands have gone further with colours related to Brazil, or with football celebrities.

Japan Home is also in on the game with small posters offering a discount on snacks and telling fans "it's time to snack and cheer for your team!". A box in the illustration is plastered with flags in an allusion to the global nature of the game, while a football is depicted at one corner.

This bus ad from bank POSB, found in Jurong, is about a campaign to get account holders to upgrade to smart chip debit cards. It says: "Your soccer kaki has upgraded. Have you?"

Brand's has a campaign on in Dhoby Ghaut MRT station where the company invites fans to "Game On with Brand's: drink & win this football season". The 'O' for 'on' is in the shape of a football.

A poster for Popeyes (right side of poster cropped) for its Cajun fish and fries also refers to the 'football season'. "Score at Popeyes this football season", the poster invites fans, "Stand to win fantastic prizes!". The text is in green on a yellow background - Brazilian colours - while the picture includes a fan wearing a temporary tattoo of the flag of Brazil on his cheek, with a football barely visible.

"Stand a chance to watch the finals in Brazil", invites a standee from Courts. The picture of a footballer with a football and the goal posts make the World Cup allusion unmistakeable. There is quite a lot of yellow and green in the image as well but it's not quite the Brazilian green or yellow.

Source: KFC website. KFC enlisted football celebrity Ronaldo for its World Cup campaign. There is no reference to the World Cup, just Ronaldo's picture and signature, pictures of themed food, and the legend "Share the taste; share the passion. Cristiano Ronaldo."

Source: Subway website. Subway has taken a similar tack. "Winners eat fit", runs the headline for collaterals, together with a picture of football legend Pele holding a football, and his signature. Yellow and green, the Brazilian national colours, dominate in the images.

*Images may be added as and when they are spotted.