Amy Lavalette
Oct 20, 2014

Content cases: Holding the attention of the Asian consumer

Amy Lavalette of Evidently Asia offers five recent examples of brands using creative content to capture and hold attention.

Amy Lavalette
Amy Lavalette

FWD

Regional insurance provider FWD has launched a Get Ready to Live campaign that included storytelling as central to its strategy. The core concept behind the brand positioning campaign is to pitch FWD’s products as a safeguard for customers who can then take risks and live their lives. 

The central characters in the campaign are a father playing with his baby, an experimental rock band, a group of cyclists biking through the streets of Hong Kong, a dog trainer and his dog, and a project manager’s collections of accessories. All tell their stories of how they live life with a passion. 

 

Dell

SME’s look up to big businesses and aspire to become one. Entrepreneurs who have made it big are their heroes. Dell therefore catered their marketing strategy to put these heroes in front of them. Peer endorsement works really well in getting SME clients on board for Dell. The company's “Take Your Own Path” campaign was one such way of doing this. It was Dell’s first global campaign using real business entrepreneurs all over the world as heroes to promote Dell and its products, aimed at SMEs.

 

Hong Kong Disneyland Resort

Halloween is all about storytelling and brands that capitalize on that will connect with consumers and win their trust to share their content and stand out. Disneyland Hong Kong is a great example of using storytelling every year to promote their special Halloween themed events. 

In 2011 it was Revenge of the headless Horseman, 2012 it was the Vampire Coven and in 2013 it was Scream No More. Each year the venue taps into a myriad of deep content from the West and creates a story that appeals to a multicultural audience to inspire visitors to visit, take part and share their experiences.

 

SingTel/Samsung

SingTel and Samsung combined to fly out (now ex-) Manchester United defender Rio Ferdinand and Manchester City’s striker Sergio Aguero to create a content marketing plan to promote their MioStadium brand as the home of football in Singapore. They then arranged for the two rivals to compete in a series of local food and event challenges which played out in front of football-mad local residents. 

Both footballers really got into the spirit of the community and provided huge amounts of content on their own social platforms which was re-shared by enthusiastic Singaporean fans who of course did the same. SingTel and Samsung did the same using all their social media platforms as well as more traditional channels such as TV, newspapers and radio to promote the association between the top footballers in the Premiership and the home of the EPL in Singapore, SingTel plus Samsung.

Brand recognition and content engagement went sky-high it was just a strange choice to do it when the viewer couldn’t actually watch any football anymore.

 

Coconuts and UberX

Coconuts’ English-language local news media site combined with new age taxi brand UberX to create sponsored restaurant content. Coconuts encouraged users to share this relevant content about the best local eateries through Facebook, Twitter and YouTube. About half of the content on the site is sponsored as brands become more sophisticated in the way that they are creating content to gain that mystical viral effect as UberX did by association with the content in this example.

Coconuts also worked with Hendrik’s Gin to create a series of YouTube videos which highlighted peculiar sights of Bangkok which embodied the brand’s novel spirit. Cleverly Hendrik’s didn’t just talk about their own brand values but they did it through using compelling content that contained similar quirky brand values which people would share. By association they would then be sharing Hendrik’s too.

 

These are just five ways to capture the imagination of your audience using content. How are you doing it?

Related Articles

Just Published

30 minutes ago

Byron Sharp on why the best response to Covid-19 ...

He said that it is 'embarrassing arrogance' that marketers would think people were interested in what they had to say about the virus.

15 hours ago

See the full winners results from the APAC Effies

BMF Sydney and ALDI Australia take the Grand Effie for their entry, Loyalty Pointless Points, while Ogilvy was crowned Agency Network of the Year.

1 day ago

Campaign Crash Course: Leadership lessons for ...

How do leaders create effective teams? Dentsu Aegis Network Greater North chief Cheuk Chiang explains how to foster better talent by applying leadership principles, tips and learnings from past mistakes. Watch his video and test your knowledge with a quiz.

1 day ago

The most beautiful pizzas you will ever see

INSPIRATION STATION: How a pizzeria in Vietnam teamed up with boutique agency Ki Saigon to create beautifully inspiring (and edible) tributes to world peace.