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Southeast Asia PR Campaign of the Year


Gold
Campaign Title

Panasonic Eclipse Live by Solar Power
Client

Panasonic
Agency

Golin Singapore

 Panasonic’s goal is to deliver sustainable energy solutions through its Solar Power Supply Container to off-grid locations around the world, particularly the islands across Southeast Asia where there is no grid electricity. However, solar solutions have nascent B2B and B2G target markets with niche business opportunities, due to a general lack of awareness about the possibilities of solar energy.

To showcase its solar energy solutions, Panasonic leveraged a total eclipse of the sun on 9 March 2016 by doing a live-stream from an off-grid location in Ternate Island, Indonesia, using only solar energy from Panasonic’s Solar Power Supply Container. The total eclipse was only visible from a narrow 125km-wide band in Southeast Asia.

The Panasonic Solar Power Supply Container was first transported to Ternate Island to provide energy to support filming, editing and live-broadcasting of the solar eclipse. Panasonic had also partnered with Telekom Indonesia to set up a dedicated broadband hub to facilitate the live-stream, and engaged astronomy videographer Tadahiko Tani to shoot the phenomenon with Panasonic Lumix GH4 cameras. Former MTV VJ, Richard Harrera hosted the live-streaming event, which was made available on the Panasonic Eclipse Live by Solar Power microsite, and amplified across Ustream, YouTube Live, Periscope, Facebook and Twitter.

Excitement was created among the target audience and media through creative invites, teaser videos and engaging social content.

The live broadcast reached over 7 million people from 134 countries, with more than 1,000 media stories mentioning the Panasonic solar container globally and 4.89 million social media impressions.

Silver
Campaign Title

Grab in Southeast Asia – Improving Lives, from Individuals to Cities
Client

Grab
Agency

Grab

 First launched as a taxi-booking app in Malaysia in 2012, Grab was already doing a great deal to bring value to the cities it operates in. In contrast, global players were visibly flouting local regulations and alienating the traditional taxi industry, causing the ride-hailing industry in Southeast Asia to suffer from a reputation deficit.

On a larger scale, the densely populated Southeast Asian cities, characterised by inadequate infrastructure and low private car ownership, are in dire need of safe, accessible transport alternatives. The relatively low minimum-wage level in the region also signalled a need for more and better job opportunities.

The reputation of Southeast Asia’s ride-hailing sector, along with perceptions of the local driving profession, is still extremely negative. The sector is still deemed unsafe, and road safety issues are plentiful. With this, Grab saw a critical need to establish itself as a long-term partner to the cities it operates in.

It aims to do this by providing quality and reliable transport options for passengers and building long-term, sustainable and inclusive partnerships with drivers as well as local and international governing organisations.

To shift perceptions and demonstrate that that Grab is a long-term solution to the infrastructure gaps in Southeast Asian cities, Grab formulated a public outreach framework aimed at improving lives: from individuals to cities.

Through a series of on-the-ground, channel and communications activities, Grab aimed to communicate the positive impact it has made by showing that it solves real, practical day-to-day issues and improves livelihoods. The brand also wanted to change perception of ride-hailing by providing safe, accessible rides for all and drawing a strong link to Grab’s safety initiatives. The campaign sought to strengthen the brand’s profile and value proposition by demonstrating that it works to help solve cities’ issues.

Bronze
Campaign Title

Jetstar goes Singlish, lah!
Client

Jetstar Asia
Agency

AKA Asia

Jetstar Asia is a joint Australian and Singaporean venture, but not many know that Singapore is a part of the airline’s heritage. The campaign aimed to position Jetstar as one of Singapore’s own, and build brand affinity and love among locals.

Living in a melting pot of cultures, traditions and languages, one thing that binds every Singaporean together is Singlish, the nation’s shared local language. So how did the airline make its brand feel like one of Singapore’s own? Speak their language—literally.

The idea embraced the brand’s Singaporean identity by adopting Singlish as Jetstar’s official language in an April Fools’ Day prank. The campaign tricked the nation into believing that in-flight and service announcements would be made in Singlish on Jetstar flights. This involved creating a behind-the-scenes mockumentary of the ‘Jetstar Singlistics training programme’ to keep fans (and the media) guessing. And it even included an announcement that Jetstar was translating its website into Singlish—driving people to the site to check whether the rumours were true.

The campaign could have stopped there. But when consumers begged the airline to make the Singlish flights a reality, the brand listened. Jetstar launched Singlish flights for one day only on Singapore’s 51st birthday, becoming an integral and much-talked-about part of the nation’s celebrations.

In one weekend, the April-fool video racked up 1.5 million views, primarily driven organically by media coverage. Preview footage of the first Singlish flight for National Day was shared over 20,000 times and viewed by over 2.2 million people. The National Day follow-up campaign landed over 120 pieces of media with a reach of over 25 million people. That means on average, every Singaporean saw a piece of media coverage about Jetstar five times in the run up to National Day. That’s no joke.