Top 5 campaigns that piqued the interest of our readers in 2021

Time and again, brands have attempted to cut through the clutter and remain top of mind with interesting campaigns. With more brands going online and carrying out digital executions to draw eyeballs during the pandemic, it was even more important for marketers to think out of the box and create either thumb-stopping activations or campaigns that halt consumers' in their tracks. MARKETING-INTERACTIVE looks at the top five campaigns that piqued the interest of our readers this year.

1. StarHub turns heads with Legal TV Box Store at Sim Lim Square

A few months ago, StarHub stopped consumers in their tracks with a Legal TV Box Store at Sim Lim Square which offers discounts on StarHub TV+ box and plans for Singaporeans who wish to turn in their illegal TV box. It spokesperson told MARKETING-INTERACTIVE previously that the unique pop-up store is its way of encouraging shoppers to move towards legitimate content sources. At the pop-up store, customers can experience first-hand StarHub's TV+ Box which also offers consumers a fully-integrated over-the-top streaming and linear viewing experience.

StarHub worked with The Secret Little Agency for the store and the agency's spokesperson said "no effort was spared in crafting every detail, from cheesy starburst stickers to the nostalgic movie poster wall". This was so that Singaporeans could get a familiar experience with "the awesomeness of StarHubs TV+ offer".

Meanwhile, StarHub's spokesperson told MARKETING-INTERACTIVE recently that the store has been receiving thousands of visitors since its launch in August. Over 40% of all pirate set-top box returns were performed at the pop-up store. According to the spokesperson, the store has successfully generated awareness on the importance of supporting original content, upholding intellectual property rights, and making a stand against piracy. The store will operate until 24 December.

2. Disney+'s massive launch marketing blitz in Singapore

Earlier this year, Disney+ pulled out all stops with a massive marketing blitz all across Singapore. Former regional lead for Disney+ Southeast Asia, Amit Malhotra, told MARKETING-INTERACTIVE back then that the campaign is "unmatched in magnitude, scale and reach from what Disney has ever endeavoured in Singapore".

The campaign consisted of a 360 marketing strategy, but the highest weight of cumulated activity occurred during the three weeks pre-launch. To maximise exposure, the streaming platform used channels ranging from TV to radio, OOH, and online. When it came to TV and radio, the team "cherry-picked" primetime shows and channels to ensure maximum awareness.

Banking heavily on OOH executions, the team also ran ads across the nation, including key billboards at Midpoint Orchard, along the Ayer Rajah Expressway at Tanjong Pagar, and Holland Village. Disney+ also took over the walls of ION Retail Gateway, and MRT stations at Dhoby Ghaut, Serangoon, Tampines and Buona Vista.

3. Lazada Malaysia sends Shopee a cake to celebrate birthday

Lazada Malaysia celebrated its ninth birthday in March this year by sending Shopee a birthday cake. It explained in an Instagram post that it wanted to share joy and love with its friends and neighbours, adding that if food represents the language of love, cake is the greatest love of all. The cake came in the shape of its logo that resembles a heart and was also sent to Boost, Touch 'n Go, realme, and Durex.

Former CMO Diana Boo explained that the surprise cake drop was part of its Surprise Birthday Sale's 360 marketing campaign which included PR, digital, on-ground and OOH activations. Meanwhile, its 9 Super Party was also made available to consumers on Astro Ria, TV3 and LazLive via the Lazada App.

4. Coca-Cola delights fans with BTS partnership

Coca-Cola tied up with K-pop boyband BTS in January this year for a global campaign titled "Turn up your rhythm", featuring the boyband's cover of "Jungle", which was originally sung by American rock band, X Ambassador. The campaign began in Indonesia and was also supported by an integrated marketing campaign across social media, TV, mobile, and in-store.

The one-minute spot takes the viewer on a journey of imagination through a Coca-Cola factory where dull moments, such as sitting in an office or waiting at a bus stop, are transformed into memorable and uplifting ones. Throughout the ad, BTS’ version of “Jungle” is playing in the background, which according to head of global creative strategy and content, Pratik Thakar, provides the pulsing, energetic beats to the bottles of Coca-Cola on their way out to refresh the world.

5. Lazada Singapore pulls out all stops for 11.11 marketing

Lazada Singapore gave away a one-bedroom condominium unit at Normanton Park for its 11.11 shopping festival this year. The unit was co-sponsored by PropNex and the eCommerce player rolled out a marketing campaign across various platforms such as TV, radio, digitla ads, OOH activations, and social media, among others.

To qualify for the giveaway, shoppers had to collect golden keys through various missions and games on the Lazada app, commenced on 1 November. Each key gave shoppers one chance at winning the giveaway, and shoppers had to collect up to 34 keys in the app. Retired hawker Chow Meng Cheng eventually took home the coveted prize.

CMO Wook Kwon told MARKETING-INTERACTIVE that the team was pleasantly surprised that the winner was the 70-year-old former hawker Chow given its platform is frequented by a large number of younger digitally savvy customers who make the most of the festive shopping period. While Kwon acknowledged that the giveaway has certainly gained the brand a lot of PR value, he added that it was never the intention of the company.

(Read also: Lazada 11.11 condo giveaway marketing stunt goes to retired hawker, wins brand PR points)

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