LIFE PLATE

“In recent years, natural disasters have become more frequent. EcoFlow challenged ourselves to change the common sense of emergency food by using our portable power stations, which have been used for camping, for “”disaster prevention””.
“”LIFEPLATE”” is a new emergency food made with a portable power station. We have developed a recipe that can be easily prepared using only the power of a portable power station during a power outage.
We opened a LIFEPLATE restaurant in a mountain hut with no electricity, the same environment we had in the disaster. The restaurant was operated using only electricity from a portable power station. The recipes were published on the website, and many people made new emergency food and posted them on social media. This project received a great response from more than 170 media as “”an initiative to overturn the common sense of food in times of disaster””.”

B-Side Recipes

Mizkan, a Japanese food product maker, wanted to tackle food waste. So, we proposed a solution that related directly to their convenience food products. You see, the recipes for these products require fractions of ingredients—such as half a potato—that ensure that some food goes to waste. Our solution was to add an extra recipe—a B-Side Recipe—to the packaging of these products that would allow consumers to use up the rest of their ingredients. The campaign led to greater food waste awareness among the public, as indicated by 74% of survey respondents who knew about the campaign.

TOKYO GEIDAI ART FES

COVID-19 has severely impacted the arts in Japan, just as it has worldwide, with galleries closing, events cancelled, and artists suffering falling income. The pandemic’s rapid spread throughout the country also placed Tokyo University of the Arts in a dilemma: how to reinforce its positioning as Japan’s unparalleled seat of arts education and learning amid the pandemic’s onslaught, and how to accomplish this virtually, when all arts activities were suddenly online and competing for oxygen. TUA’s response was to challenge its 130-year tradition by creating an Instagram platform for an online arts festival where young artists could showcase works. TUA had never attempted anything as ambitious and staging an event this way represented significant image risk. But with thorough research and planning, and by gaining enthusiastic support from Japan’s established arts and culture community, TUA’s gamble was rewarded – by wide media exposure and government tributes.

To dance, or not to dance?

“Facing an uphill batter of reputation risk amidst a nationwide political crisis in Myanmar, the Samsung A-Series Launch would prove the most challenge communications initiative by the brand in its history in the market. The consumer launch had to take into account strong elements of risk and reputation, while still remaining fun and on-brand on the surface.

The resulting campaign defied expectations by all audiences, and generated a net reputation gain, many sales and even better reach and awareness than anyone had anticipated. The multi-channel brand communications engagement laid interesting groundwork for marketing amidst crises and achieved a rare thumbs up by consumers who were not in the mood to dance, until now.”

Shopee Celebrates Local

“Amid the pandemic, local businesses across SEA, who represent our culture and heritage, were amongst the hardest hit. While efforts to help local sellers have been ongoing, Shopee recognised the need to support more businesses and at the same time, foster and build brand affinity with our community who were unfamiliar with Shopee’s ‘support local’ initiatives.

‘Shopee Celebrates Local’ was launched across 5 markets to help consumers discover, experience, and purchase local products, increasing visibility for local sellers. Through each campaign touchpoint, we turned passive shoppers into brand advocates by letting them see, experience, and contribute to Shopee’s purpose of empowering people and businesses through technology. The campaign successfully raised awareness and purchase consideration: 9 in 10 shoppers shopped from a local seller during Shopee’s 12.12 campaign, and ultimately, achieved the goal of positioning Shopee as a positive force that champions local businesses.”

Unlocking new possibilities for Southeast Asia with Technology

Our approach to the campaign was multi-pronged as we believed that the most impactful insights-driven campaigns should resonate well with all stakeholders. We created Digital Frontiers 3.0 from a consumer-lens to better articulate changing customer expectations at the back of a rapidly changing economic environment and what businesses needed to do to stay innovative and ahead amidst rising competition and diminishing resources. The research commissioned was undertaken in each of the Southeast Asia market to ensure local data points are collected, analyzed and integrated into the campaign storytelling. All press materials and content assets were also localized to make it relevant for the local markets. We took a simple but powerful approach to drive high understanding and resonance with both internal and external audiences to convey the importance of building a robust digital foundation and leveraging future technologies to bring more meaningful digital customer experiences.