A view on ideas and communications from an Asian perspective
I'm an award-winning creative leader with proven experience in creating integrated teams that deliver both creative and business success. Blak Labs is my new integrated micro agency set up late 2010 with friends in Singapore. These posts reflect my thoughts, things I like and work that we develop as we grow...
Faced with an increasingly competitive landscape, UOB needed to ensure its premium card product lost no ground in Singapore’s crowded market. This through-the-line campaign uses strong imagery coupled with strong product benefits to reach its desired target. And reach its target it did.
On launch day, over 300 applicants turned up with their documents, eager and willing to pay the price of Platinum.
The “Manifesto” spot defines the essence of the Platinum man.
He is the embodiment of the product’s “Dare to Live” attitude. Exceptional art direction on a shoe string by Francis Ooi. Excellent direction by Farokh Aljoffrey.
Effies Gold Winner
The C70 pre-launch was rolled out as part of a wider “Design is a beautiful thing” campaign.
As this was the only new vehicle launch for the next 12 months, the need for it to attract new customers to the showroom and drive sales of other vehicles was also key.
Budgets were tight – restricted to Print, DM and eCRM. The outdoor was used as supplement to the main campaign. The results were phenomenal with Volvo securing advanced orders and deposits for the C70 over 4 times the number of convertibles usually sold per annum.
This campaign was an Effies Finalist on the strength of these results.
Another pitch, another win. We relaunched Singapore’s first low cost carrier, completely redesigning their logo and sales model with a new “The Real Deal” positioning that helped them grow from 4 destinations in July 2005 to 15 in Nov 2006. First we started with education around how Tiger kept prices low which drove to web, then we went out with the offers. One integrated look and feel and consistent messaging across web, print, outdoor and edms helped grow passenger traffic from sub 1million to 4 million plus. Nice work from Cher Campbell.
Asia Interactive Awards Finalist – Best corporate site Asia Travel & Tourism Awards – Best corporate site
When we pitched the business in late ’08, Carlsberg Malaysia were looking for an idea that would reconnect them with the 25 year olds, without alienating their core target group – the 50 year old “uncles” who sit in coffee shops every night drinking gallons of the stuff.
After 9 months, the “Great Beer, Great Stories” campaign was born featuring a refreshed visual language, and a series of witty one liners that enabled men of all ages to get and prolong their beer time with their mates. It also features the line “Nice One!”, a verbal thumbs up between guys that salutes a great story. The first part of the campaign re-established the brand’s creds. The second was the stories. After running for over a year, Carlsberg has extended its lead at the expense of Tiger. Nice One!
The relationship began when Coca-Cola Singapore required an integrated creative platform for local markets in Asia-Pacific that could underpin the great brand campaigns produced at a global level.
The resulting platform, piloted in Singapore, is now recognized as the global best practise in the Coca-Cola system – a first. Plus this was the first ever campaign to be adopted 100% by markets in Asia. Winner Best in Class: Coca-Cola Teen Programme APAC. One of 6 finalists in Euro RSCG’s global Creative Business Idea awards
This is the second campaign we created for Carlsberg. The first being the nine month pitch that gave birth to the “Great Beer, Great Stories” campaign in Malaysia. More about that later. This campaign was pitched and produced in record time, thanks to some real talent at the agency, and a client who believed in the power of new media. It immediately got the competition’s attention and by the time of the New Year’s Eve countdown, had generated over $300,000 worth of unpaid PR and built a significant database of younger drinkers that Carlsberg could connect with. Check out the case study here:
Here’s some of my recent work. A number of case studies. And some individual pieces. From a highly awarded, integrated creative director with over 20 years experience in Asian communications. I’ll be adding more work over the next few days, so be sure to check back.