Shaking flavours up with SMH’s newest pau launch

Paus have come a long way. First, there were the classics, then the liu sha-type that oozes with salted egg filling, and now–introducing the Molten Milo Lava Pau. Collaborating with SMH Foods, Singapore’s largest dim sum manufacturer, distributor and exporter, we kicked off a PR campaign to launch their one-of-a-kind product.

From conceptualising media kits to creating content for the press, we helped structure and present the product’s key messages clearly and concisely–and more importantly, in an enticing way that attracted the media to bite.

Enriching the brand purpose of Wang Learning Centre

Wang Learning Centre is known for their rigorous approach to Mandarin tuition. They aim to help students establish a strong Chinese language foundation. Hence, the belief “Study Chinese, Yes We Can!”

Like education, effective branding also starts with a solid foundation. We took our client on a branding journey, guiding them on positioning, story, nomenclature and identity. Along the way, we helped to uncover their purpose as educators, so that they’re ready to prosper in their future endeavours.

Nurture the growth of your brand? Yes, we can!

Charging toward a greener future with Polestar 2

EVs are taking Singapore by storm! Together, in the front seat with Wearnes Singapore, we’re excited to be a part of this movement to drive change with the all-new Polestar 2.

As responsible consumerism gains traction, EV brands are starting to garner mainstream support for their positive impact. But with the entrance of other big players in Singapore, traditional automotive marketing tactics just won’t cut it. So we shifted gears and explored new ways to announce the arrival of Polestar 2 in Singapore.

Get ready, 2022! We can’t wait to reveal more.

Redefining beauty with Merz Aesthetics

Sep 2021 – Living in an era of empowerment and self-acceptance, brands are increasingly encouraging people to embrace themselves, take charge and live life to the fullest.

Merz Aesthetics is a global aesthetics treatment brand that has been the face of beauty empowerment. Through its Merz Aesthetics Serendipity Journey (MASJ) campaign, Merz aims to shed light on the normalcy of aesthetic treatments by beautifying one’s natural features with non-invasive treatments.

Together with the MASJ Squad and Experts Squad, we helped export this experience and evangelise aesthetic treatments. From crafting local and relatable messaging to sourcing relevant influencers and working with subject-matter experts, we strategised for markets across Hong Kong, Indonesia, and Thailand to share knowledge, influence empowerment and build brand advocacy. We can’t wait to shake up the beauty industry with Merz Aesthetics in 2022!

Merz Aesthetics MASJ

Winning big at the Digital Impact Awards Asia

Sep 2021 – We’re thrilled to announce that our Schroders Singapore, Eastspring Investments, and GRID Communications campaigns have won 7 awards at the Digital Impact Awards Asia 2021!

The Digital Impact Awards is known for setting the industry benchmark in digital stakeholder engagement and honouring Asia’s best corporate digital communications work. And our campaigns were recognised for their effective use of ads, content, and activation–successfully raising brand awareness, education, and engagement. Here’s to a job well done, checking off all the required objectives and bringing home a bunch of awards!

Digital Impact Awards Asia

Raising our glass to the MARKies Awards

Sep 2021 – Cheers to a Gold for our #MakingAnImpact campaign (Most Effective Use – Content) and Silver for our #MoneyParenting campaign (Most Effective Use – Video)!

Schroders Singapore #MakingAnImpact won the judges over for its sincere and authentic stories of relatable athletes and the causes they stand for. The stories were amplified strategically across multiple channels, raising awareness of various sustainability efforts and showing how the public can make an impact. Watch the athletes’ stories here!

And #MoneyParenting, an integrated digital campaign that empowers parents on their financial parenting journey, garnered over 20M impressions in Singapore and 30M impressions in Malaysia just 1 month of launch. Check out how we showed parents the importance of money parenting in our experimental video.

We want to thank our awesome clients and team for the opportunity and making this win possible!

MARKies Awards Schroders Eastspring

Revitalising GERI’s purpose beyond geriatric research

Sep 2021 – GERI is a geriatric education and research institute that researches age-related health issues to monitor and shape policies. And as Singaporeans are living past their golden years and staying healthier for longer, we wanted to highlight the value that GERI brings to our society.

Together with GERI, we conducted a strategic brand audit to give the brand a new lease of life. Starting with research questionnaires and defining target audience personas to refining brand positioning and recommending communication channels, we provided key insights and focus points, strategically renewing the brand’s position meaningfully to its stakeholders.

GERI senior care

Driving thought leadership in APAC with Medallia

Jun 2021 – In today’s competitive marketplace, establishing strong media relations is crucial for businesses to get the word out, build brand awareness, and increase brand credibility.

To grow Medallia’s market presence in the APAC region including Singapore, Japan, Korea, and Australia, we developed a comprehensive PR strategy that highlights their efforts and positions Medallia as a subject matter expert in improving customer and employee experience.

From strategic counselling and regional project management to pitching for interviews and speaking opportunities, this retainer project is geared to generate long-term results and we’re excited for more conversations to come!

Medallia partnership antics@play

Ushering in the Year of the Ox with sustainable red packet

Feb 2021 – Building on last year’s sustainability theme, we pushed the limit again by making a statement with this year’s Schroders’ red packet design. Both environmentally and socially.

The design features an optical illusion of a hidden ox, drawing attention to hidden young artistic talents. And to empower young artist to pursue their dreams, we included a QR code inside of the packet to drive donation towards the Business Times Budding Artist Fund

We also incorporated environmental considerations. From the choice of paper, finishing effects, to the packaging material, we used sustainable paper and leather that minimised the environmental impact. The leather bands were produced in partnership with a local social enterprise, in support of special needs artisans.

Raising #MoneyParenting knowledge with Eastspring Investments

Jan 2021 – Financial inclusion and literacy are key topics for Eastspring. In November 2020, we launched an investor education campaign #MoneyParenting across the region.

With parents as the target audience, we developed a digital integrated campaign to help them on their financial parenting journey. We created a social experiment video and various forms of advertising to draw attention to the topic. To educate parents on their financial parenting style, we designed a persona quiz and a microsite with advice, tailored to different types of parents.

Within 1 month of launching, the campaign generated 20M impressions in Singapore, and 30M impressions in Malaysia. Financial parenting is a continuous journey, and we’re excited for what’s to come in 2021!

#MakingAnImpact with Schroders

Jan 2021 – Sustainability is becoming a hot topic especially for investment companies. To raise awareness of Schroders’ commitment to sustainability, we created an inspirational digital campaign to enable the public to make a positive impact.

We tapped on Schroders’ partnership with Sport Singapore, and collaborated with 3 national athletes to drive visibility to their social causes by creating videos for social channels, shining the spotlight on their journey. Not only that, we also co-developed Q&A articles on Schroders website to expand on each athlete’s sustainability vision further.

The campaign ended 2020 on an impactful note. It drove more than 157,000 video views and strong website engagement, igniting a landslide of conversations that kickstarted a social movement.

Scoring a goal with UnionPay International at the ICC (International Champions Cup)

Dec 2020 – Score! We are elated to share that we have won a Silver for Excellence in Sponsorship Activation, finalist for Excellence in Brand Awareness!

Our #WinYourWay sponsorship campaign for UnionPay International has attained spectacular results through the use of ads, content and activation. It was successful in raising brand understanding, driving ticket sales, card usage and app downloads. In other words, meeting all our client’s sponsorship objectives and winning an award.

This is truly indeed a triumphant moment for both UnionPay as well as us over at antics@play!

UnionPay International Champions Cup campaign

Double Happiness with Grid Mobile

Dec 2020 – From conceptualising the brand identity and narrative, plotting its big reveal to driving product interest, our integrated campaign fulfilled and delivered its objectives of driving signups and owning a clear brand territory.

This calls for a celebration as we helped Grid Mobile cut through the market and gained traction in a short time span. The campaign achieved a Bronze for Excellence in Launch / Re-launch Marketing, Finalist for Excellence in Integrated Marketing as well! Indeed, good things really do come in a pair!