Kargo APAC’s Post

Brilliant context, British Airways! The sloping stairs align perfectly with the artwork ⛷️ Was this planned? If so, what a genius execution! If it was a coincidence due to #DOOH, that's incredible. Maybe, time to buy a lottery ticket? How do you plan to utilize Flow.City's dynamic #digital posters this half-term 2024? Visit flow.city to see how your artwork will appear in the real world! #FlowCity #OOH #digitalmarketing

Brilliant context, British Airways! The sloping stairs align perfectly with the artwork ⛷️ Was this planned? If so, what a genius execution! If it was a coincidence due to #DOOH, that's incredible. Maybe, time to buy a lottery ticket? How do you plan to utilize Flow.City's dynamic #digital posters this half-term 2024? Visit flow.city to see how your artwork will appear in the real world! #FlowCity #OOH #digitalmarketing

Shows why it's important to have a Spanish speaker on your team. So copy is grammatically correct.

This consistently happens within the Film, TV and Commercial world as well. Companies do not hire Spanish translators/writers and instead use tools like Google Translate. They rely on talent to translate or fix mistakes and make actors do UNPAID work, instead of taking ownership. It’s a consistent issue. This is why we need more inclusive environments and when they aren’t, make sure to put in the extra effort to make sure things are written or translated by a Spanish speaker.

Last week, the Samsung Electronics Singapore Mobile Experience team and our agency partners Starcom Pico Group picked up two trophies 🏆 at the MARKETING-INTERACTIVE #MarketingExcellenceAwards 2024. These two - one for Excellence in Consumer Insights & Market Research and the other for Excellence in Event Marketing - perfectly sum up the top-to-tail approach informing this “excellence”. Consumer marketing is cluttered and faddish, especially in the area of fast-moving consumer goods. Today’s flavour quickly becomes something to surpass tomorrow, which is why an effective campaign lives on in memory long after the product it was selling is superseded. An effective campaign (commercial performance notwithstanding) is also a memorable one, as much for how it makes the audience feel, as for what it makes them do. As marketers, our stock in trade lies in distinguishing “insights” from “observations”. The latter consists of things we see and hear, a mental record without judgement, whilst the former offers a deeper, more interrogated interpretation of what is seen and heard. A memorable campaign is one which effectively marries insight, idea and execution, and this isn’t only applicable to marketing. Many of you know my obsession with my two nephews 👩👦👦 - the attention they shower on me (when they want to) brings me a great deal of satisfaction. However, kids will be kids, and sometimes kids want to be left alone. Whenever I visit and the boys won’t hug 'Auntie' aka MOI, they get scolded by their elders. This is an observation. But since there is a correlation between Aunty’s presence and a scolding, could that be detrimental to our relationship? This is an insight. So, what I do is show up with gifts and a shared interest in how their week went, or ask them to walk me through their latest obsession (Roblox, Mario Kart, Minecraft…it changes from week to week).  This is an event. I do this with the support and ideation of my family members. This is partnership. 🤣 So if any success has come our way, it is only through the intersection of insight and execution! Here’s to a continued partnership of effective excellence Cheryl Cheong Cheryl Ganesan-Lim ChonHong N.! Dennis Jang Ronnie Ng Crystal Sim Jacelyn Ho Jazel Tan Ian Loy Johan Tan Jennifer Germaine Choi Lili Lim Adeline Ang #SamsungSG #GalaxyAI

Really glad to see big brands using fun, energetic, comedic tones during dark global times. Giving people an escape, even if it is for 30 seconds, will resonate with consumers. This ad from adidas, building hype for a new iteration of their iconic Predator boot with Jude Bellingham... it just puts a smile on my face: https://dai.ly/x8rjbvc When brands treat their announcements as genuine entertainment, people seek out their "adverts" - rather than avoiding and/or ignoring them. #advertising #communication #entertainment #adidas

ASICS' Desk Break Ad: A masterclass in effective communication. ASICS' latest campaign is a prime example of how to effectively combine key elements to create a viral message that resonates with audiences worldwide and drives positive change. Here's the winning formula: 1️⃣ Humor with a Purpose: The ad tackles a serious topic with a lighthearted touch, making it both memorable and shareable. 2️⃣ Clear Call to Action: The simple message "Just Move" encourages a lifestyle change rather than immediate product purchase, fostering long-term brand affinity. 3️⃣ Authenticity and Timing: Released before World Mental Health Day and partnered with a mental health charity, the campaign feels genuine and credible. 4️⃣ Unique Competitor Framing: Instead of rival brands, ASICS positions the "desk" as the enemy, highlighting the real obstacle to physical and mental well-being. 5️⃣ Tapping into Cultural Relevance: The campaign resonates with the struggles of desk-bound workers, sparking conversations about mental health in the modern workplace. 6️⃣ Strategic Partnership: Collaboration with a mental health charity enhances the campaign's credibility and reinforces the brand's commitment to the cause. This campaign is a brilliant example of how brands can leverage cultural relevance, authentic messaging, and strategic partnerships to drive positive change while achieving marketing goals.

Maybelline New York’s Under The Avatar recognised in Best Long Term Reuslts in Media Federation of Australia Awards this year! Work recognised at the MFA Awards represent the very best of change-making media thinking and effectiveness, and set the bar high for the standard of work being produced by Australian media agencies.We are honoured to see our Maybelline work on this years list of winners. Following the success of the multi award-winning Through Their Eyes campaign, we helped Maybelline New York Australia to once again turn its attention to changing the toxic behaviour directed towards female- identifying gamers, with a new social experiment video, Under the Avatar. An emotion-provoking video that acts as a call to arms, in which two females are shown to experience alarming real-time verbal abuse whilst in a multiplayer game. In the video, their unknowing friends’ reactions are shown as they witness the harassment, not knowing how they can help. The initiative acts as a reminder that there is a real person on the other side of the game, and abuse can target a friend, partner, sister or daughter. A powerful reminder to stand against toxic behaviour in gaming. Watch the full video on our site! Wavemaker #advertisingandmarketing #advertising #marketing #brand #digitalmarketing #marketingagency #creativeagency #agencyleadership #agencylife #advertisingagency #brands #branding #creativeadvertising #awards

Look at CI Financial getting in front of those hard-to-reach Ultra-High Net Worth individuals across multiple private jet terminals! Did you know that we currently have the largest private aviation network in the world with Signature Flight Support? Get more with us. #AirportAdvertising #OOH #OOHAdvertising #PrivateAviation #SFS #CIFinancial #OceanMedia