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Originally posted on Marketing-Interactive

Kuala Lumpur, Malaysia – Lactel, a milk brand based in France, has recently appointed Kingdom Digital to handle the company’s social duties for its Malaysian market, following a pitch concluded in June that three agencies vied for.

Through the appointment, Kingdom Digital will be increasing social media engagement and spreading awareness about the credibility and heritage of Lactel as a leading milk brand. Said work will start this December, and will last for a year of work.

“We’re focused on building trust with our consumers. There’s a need to increase regional brand awareness for our growing portfolio of top-quality products. Through Kingdom Digital’s social media strategy, we believe we can connect with consumers organically and make a meaningful impact as a lifestyle brand,” Lactate said in a press statement.

The company also added that the agency stood out with their strong, creative pitch and well-rounded teamwork.

“Their consumer-centric and lifestyle-driven content strategy fit the kind of messaging we sought to put forward. Rather than a promotional or hard-sell approach, we aim to provide value in what is an integral part of our consumer’s everyday life — food,” they added.

Meanwhile, Mior Anwar, strategic planner at Kingdom Digital said, “Our consumer insights showed that yogurt plays multiple roles within the consumer’s lifestyle. Whether for the sake of health, satisfying a craving, or experimenting with recipes, it’s a versatile pantry item. Due to that, we wanted to emphasize how Lactel combines healthy goodness with convenience, making it a marvel addition to any meal, for any palate.”

Kingdom Digital has been winning several mandates this year, including mineral water brand Spritzer, Korean beauty brand MAKEHEAL, and Malaysian telco TIME dotCom, through its newest media subsidiary Rockstar Digital.

Sim Pei Xuan, senior digital content writer and Yee Sook Yan, digital art director at Kingdom Digital both further elaborated, “Lactel really is a mighty little marvel. We wanted to express how yogurt is one versatile ingredient that packs a punch full of nutritional benefits with endless possibilities to enjoy it. With a modern and minimalistic creative direction, alongside fresh and inspiring content, we are confident this approach will set the brand apart from industry competitors.”

Originally posted on MARKETECH APAC

Malaysian chilled dairy brand Lactel has awarded social duties to Kingdom Digital. The news follows a competitive pitch that took place in June.

The agency will head up the account for one year beginning this month.

“We’re focused on building trust with our consumers. There’s a need to increase regional brand awareness for our growing portfolio of top-quality products. Through Kingdom Digital’s social media strategy, we believe we can connect with consumers organically and make meaningful impact as a lifestyle brand,” said a statement from Lactel.

“Their consumer-centric and lifestyle-driven content strategy fit the kind of messaging we sought to put forward. Rather than a promotional or hard-sell approach, we aim to provide value in what is an integral part of our consumer’s everyday life — food.”

The agency’s main objectives include increasing social media engagement and spreading awareness about the credibility and heritage of Lactel as a leading milk brand.

“Our consumer insights showed that yogurt plays multiple roles within the consumer’s lifestyle. Whether for the sake of health, satisfying a craving, or experimenting with recipes, it’s a versatile pantry item,” added Mior Anwar, Kingdom Digital’s Strategic Planner.

“Due to that, we wanted to emphasise how Lactel combines healthy goodness with convenience, making it a marvel addition to any meal, for any palate.”

Originally posted on Branding In Asia

Giu Vicente on Unsplash

KSK Land, Malaysia’s leading lifestyle & design property company and developer of 8 Conlay, has teamed up with digital and social marketing agency Kingdom Digital to launch an immersive digital experience as a teaser to how one can experience the ‘art of living’ with Kempinski by showcasing the exclusive, five-star services provided by Kempinski to residents of YOO8.

Presented in 3 chapters, this virtual experience YOO8 offers users the opportunity to directly experience the hallmarks of Kempinski’s hospitality services from a first-person perspective. Launched recently, users will be provided with various scenarios that enable them to interact with these services, resulting in an intimate and first-person account of what it would be like to live as a resident of YOO8 serviced by Kempinski – the world’s tallest twisted twin residential towers.

“We have always looked at how we can uniquely provide an opportunity for people to experience what elevated living means by focusing on connecting emotionally with customers through crafted and meaningful experiences. This encompasses digital experiences as well which have become very much a part of modern-day life. The next step will be to translate these mini-movies into a physical experience that will take place at the YOO8 branded residences,” said Joanne Kua, CEO of KSK Group & MD of KSK Land.

Ryan Ong, CEO at Kingdom Digital said, “We’re beyond excited to help KSK Land bring their vision to life through this interactive video campaign. We’ve been working closely with the client and our video production partner to complete the filming in March. Then, we developed a microsite to centralise the campaign and to ensure a seamless experience for viewers. It’s a wondrous feeling seeing the campaign coming to fruition.”

The interactive video campaign features 3 different chapters focusing on different YOO8 ‘residents’ experiencing the luxury hospitality offered by Kempinski. The first YOO8 ‘resident’ is Mr. Leong, a loving husband who is planning a surprise anniversary celebration for his wife and how the “Lady in Red” steps in to help him perfectly plan the special occasion. The second YOO8 ‘resident’ is Winston, a Malaysian businessman residing in Hong Kong who, through the aid of Kempinski’s services, assists his son Jacob to settle comfortably into his new home at YOO8. Lastly, the third chapter is about Jillian, a YOO8 resident who was introduced at the end of the previous story. She utilises Kempinski’s services to plan her trendy social lifestyle that involves deciding between hanging out with her friends after a long week or getting some coffee
with her new neighbour.

To drive awareness and reach, the campaign is also supported by monthly teasers for each chapter that will be posted on social media as well as the new 8 Conlay mobile app. In order to generate leads, KSK Land has created a data-driven strategy to measure results from different touchpoints by highlighting specific Kempinski services to pique the interests of the audience and entice them to live vicariously through the main characters in this interactive story.

Kua added that by seamlessly integrating the “decision” format into the world of YOO8 serviced by Kempinski in a digitally interactive approach, allows KSK Land to use big data to understand the service and lifestyle preferences better for future residences of YOO8. “This will enable us to understand our customers more precisely on the back end, translating into designing and curating a better lifestyle when the YOO8 residences are completed next year at 8 Conlay.”

Originally posted on Business In Asia

Originally posted on MarketingMagazine

Akrapongpisak said the agency’s creative ideas stood out and it was impressed with how prepared Kingdom Digital was during the pitch, demonstrating a great understanding of the brand with in-depth research. “Together with its strong social media credentials, we believe the agency will be able to drive stronger brand affinity and credibility for Siangpure through the unique positioning and ideas they have proposed,” Akrapongpisak added.

With the help of social media marketing, Siangpure hopes to achieve around 15% to 20% increase in sales, said Meena. Work has commenced earlier this month. Kingdom Digital’s strategic planner, Yvonne Lee, said it saw an opportunity to widen Siangpure’s customer base to include younger audiences through relevant, engaging content.

“Medicated oils and balms are generally used more frequently among the older generations. But our custom survey showed 76% of those between the age of 15 – 34 use them as well. And according to them, they associated Siangpure with spiciness, strong and very effective. Thus, giving us the advantage of a brand that is not just effective, but with a punch”, said Lee.

According to the agency, Siangpure is already very well-known among the silver generation in Malaysia as it is a household brand that’s known to be a cure for all discomforts. Quoting an internal custom survey, Kingdom Digital said that the agency discovered that the younger audience knew about the Siangpure brand through their grandparents or parents’ introduction since young.

Therefore, to appeal to this group of audience, the agency leveraged Malaysians’ familiarity with the brand using Thailand’s bold, over-the-top, and humorous approach while incorporating local nuances to draw attention to Siangpure’s brand and products.

Edmund Lou, the agency’s head of strategy, added that the survey showed that medicated oils are perceived to be “miracle workers”. “With this in mind, we derived the big idea of ‘Ridiculously Effective’ – mysterious yet effective and works like a miracle – while being ridiculously witty, bold and reliable through communication,” said Lou.

Currently, Siangpure aims to focus on building social presence first to strengthen awareness and induce trials. The brand will also be leveraging the distributors’ eCommerce platforms, through the distributor Teong Huat or drug stores such as Watsons and Guardian for product promotions. Although the initiative targets mainly the younger generation, Kingdom Digital said it is not neglecting the older generation, with plans to use Facebook as one of the key platforms to reach out to this audience group. “The unique proposition and big idea are also crafted to convince the existing medicated oil users (mainly silver generation) who are using competitor brands to switch to Siangpure for its effectiveness with a punch,” the agency said.

Bertram 1958 rebranded from Bertram Chemical 1982 in 2019, according to the company’s website. Aside from Siangpure, the company also owns Peppermint Field, another medicated aromatic line that comes in the form of inhalers, balm gel tubs, and balm sticks.

Aside from Bertram, Kingdom also recently won the account for Sunway City KL’s social media duties earlier last month in June. The appointment is for six months, with the possibility of an extension. Yvonne Lee and Mior Anwar, strategic planners of Kingdom Digital, said then that it will move away from the tactical-driven content to a stronger emphasis on its appeal as an all-in-one retreat. By highlighting the various offerings around the township, it aimed to create new memories for both local and foreign visitors.

Prior to the appointment by Sunway Group, Kingdom Digital is also working with Spritzer Malaysia. It has also worked with a number of cosmetic clients such as Korean beauty brand MAKEHEAL, SILKYGIRL The History of Whoo, Kopas Cosmetic and LANEIGE Malaysia. Other brands include tissue brand PASEO SG.

Originally posted on Marketing-Interactive

Originally posted on MarketingMagazine

Kuala Lumpur, Malaysia – Malaysia-based social media agency Kingdom Digital has unveiled its subsidiary Rockstar Digital, and for the sister company’s inaugural account, it has won the businesses of a telecommunications firm in the country, TIME dotCom (TIME).

TIME offers a full suite of domestic and international connectivity, and data center solutions to the wholesale, enterprise, and retail markets, and also delivers fiber network solutions and value-added services.

The new partnership will see Rockstar managing the telco’s social media business which will run for a period of one year, with the option to extend for another. The appointment was won after a competitive pitch.

According to Ryan Ong, the CEO of Kingdom Digital Group, the team is thrilled to work with the prominent broadband provider and that it is a fitting time to introduce Rockstar Digital to the industry.

“Rockstar Digital was established to help challenger brands like TIME innovate and lead with consumer-first approach and ideation. Brands that partner with Rockstar can expect a brave and bold digital strategy and execution. We look forward to taking their social media game to the next level,” said Ong.

Meanwhile, Andrew Yeoh, TIME’s head of marketing, said that they appointed Rockstar amid fierce competition because of their structured and strategic understanding of the telco landscape, as well as their bold and fresh approach to social platforms, supported by robust data and in-depth insights.

“The Rockstar team went above and beyond with a strategy that thrilled and terrified us in equal measure. It showed us the path forward to differentiate and carve out our own distinctive space in a social sphere dominated by giants. In short, when the entire category zigs, we will zag,” said Yeoh.

Kingdom Digital Group’s Head of Strategy Edmund Lou commented, “Our strategy is to position TIME as a lifestyle enabler, one that puts consumers first by enabling them to live more and gain endless experiences through timeless possibilities offered by the Internet.”

Originally posted on MARKETECH APAC

TIME dotCom has appointed Fishermen Integrated and Kingdom Digital Group’s subsidiary, Rockstar Digital, to manage overall brand and social media duties respectively for a period of one year with the option to extend for another. The pitch was held from May to June and five agencies were shortlisted. Head of marketing Andrew Yeoh told A+M that the agencies were given 33 days to respond including a tissue session for interim feedback and all were compensated for pitch fees in accordance with 4A’s regulations. Work is expected to roll out by year-end and dentsu Malaysia is the incumbent.

“Fishermen Integrated was chosen because it is a kindred challenger with an indie spirit and an innate understanding of social trends to amplify communications,” Yeoh said. He added that the team produced effortlessly entertaining and enjoyable creatives to maximise reach and most importantly, it has passionate owners who are hands-on as well as an energetic team.

Mark Darren Lee, MD of Fishermen Integrated, said words cannot express the team’s excitement for being selected to work with TIME. “We thank God for this opportunity and we are grateful for our team who had worked tirelessly to churn out some fun ideas that have landed us here. To be honest, this partnership couldn’t have come at a better time. Being confined at home for the past year and a half has seen an increase in hours spent online for work and studies,” Lee added.

Meanwhile, Rockstar Digital was appointed because of its structured and strategic understanding of the telco landscape, as well as its bold and fresh approach to social platforms, support by robust data and in-depth insights. “The Rockstar Digital team went above and beyond with a strategy that thrilled and terrified us in equal measure. It showed us the path forward to differentiate and carve out our own distinctive space in a social sphere dominated by giants. In short, when the entire category zigs, we will zag,” Yeoh added.

According to Kingdom Digital Group’s CEO, Ryan Ong, Rockstar Digital was established to help challenger brands such as TIME innovate and lead with a consumer-first approach and ideation. The team is also thrilled to work with the company and Ong said this is a fitting time to introduce Rockstar Digital to the industry.

“Brands that partner with Rockstar can expect brave and bold digital strategy and execution. It is for those who don’t want to sing the same tune as everyone else and are looking to create mutually engaging conversations rather than a hardsell monologue,” he said.

He explained that TIME is perceived as a challenger brand in a market dominated by various telco giants. Its can-do spirit is what separates it from the competition. “This is something we have in common as an independent agency group. We look forward to taking their social media game to the next level,” added Ong.

To boost awareness and drive brand affinity for TIME, the agency’s head of strategy, Edmund Lou, said it saw an opportunity to showcase TIME as more than just an internet provider. “Our strategy is to position TIME as a lifestyle enabler, one that puts consumers first by enabling them to live more and gain endless experiences through timeless possibilities offered by the Internet.”

At the same time, strategic planner Rachel Chin said the agency aims to leverage interactive and informative content delivered in an entertaining and engaging manner to strike a chord with TIME’s audiences. “Time waits for no one; we need to make every second count. Many of us realised this even more during the challenging situation we are in now. With the Internet being an essential part of the consumers’ lives, we aim to portray TIME as the enabler by inspiring consumers to seize the day and make time for the things they love,” she said.

Separately, TIME is also in the midst of a media pitch and the appointment will be two years with the option to extend for another. Invited agencies will be briefed by the second half of this months and given three weeks to reply with a proposal. The appointment is expected to be finalised by September and only one agency will be appointed to handle all media buying duties. M/SIX is the incumbent on the account.

Originally posted on Marketing-Interactive