Top 10 Most Epic Advertising Campaigns in Asia


Top 10 Most Epic Advertising Campaigns in Asia

Have you ever wondered what an epic advertising looks like in Asia? For Asia nations, an epic advertising campaign is not about selling products, but about creating value for customers. It should capture the attention of your target market with storytelling, rich multimedia assets, and interactive engagement. An epic advertising campaign can increase brand awareness and distinguish brand from competitors. If you'd like to know more on how to make your campaign stand out among the rest, then this list is for you!


There are tons of marketing and advertising trends in Asia, but among the most-used is video advertising. Video advertising works in online settings, displaying short and informative videos to promote a product. Among the best platforms to use for video advertising in Asia are TikTok, Instagram, Facebook, Twitter, and YouTube. Since year 2017, video ad spending in Asia continued in an upward trend, projected to reach 3.36 billion US dollars by year 2026.


VIDEO AD SPENDING IN ASIA 2017 TO 2026

Asia leads in innovative co-branding campaigns, product creation ideas, nostalgic advertising tactics, influencer marketing, and unforgettable campaign strategies. Therefore, you need to come up with a creative advertising strategy to survive in the Asia market.


If you're looking for an inspiration for your next marketing campaign, then keep on reading. In this article, we gathered the top 10 advertising campaigns from China, Philippines, Indonesia, Malaysia, Singapore, India, and Qatar. Let's take a look!



10 Most Epic Advertising Campaigns in Asia ⬇️

  1. Coca-Cola China - Share A Coke

  2. McDonald's - Singapore

  3. Alibaba Group

  4. TNB CNY - Malaysia

  5. Gojek - Indonesia

  6. Julie's Biscuits - Malaysia

  7. Facebook - India

  8. Jollibee - Philippines

  9. Ooredo - Qatar

  10. OPPO - Malaysia



1. Coca-Cola China - Share A Coke


Coca-Cola's Share a Coke campaign has been a success in 80 countries. In summer 2017, Coca-Cola China created a commercial to kick off their 6th year Share a Coke campaign. This campaign is targeted towards the younger generations in China.


In the years before, Coca-Cola have implemented nicknames, movie quotes, and song lyrics on their packaging. However, for this campaign, they implemented communication codes that younger generation in China are currently using. They created 35 different bottle packaging with a combination of emoticons, numbers, and emojis. The labels include "512" which means "I love you," and "88" which means "good luck."


Alongside with the campaign, Coca-Cola China also produced 2 films that was later shown on TV and other digital platforms.


This campaign is the perfect example on how an epic advertising campaign must be based on a thorough research. Coca-Cola China went deeper to find a way to relate to their target audience. They figured that teens in China has developed their own way of communicating through codes, which was implemented in their campaign. Moreover, Coca-Cola China successfully created a personalized campaign for their consumers.



2. McDonald's - Singapore


During the upcoming Chinese New Year, McDonald's Singapore created an advertisement to promote their Prosperity Burger. The Prosperity Burger is a popular dish available during the festive season in Singapore, China, Hong Kong, Taiwan, Malaysia, and Indonesia.


This advertisement used a meaningful story about family. It tells a story about a young woman living overseas, preventing her to be with her family during the Chinese New Year. Later in the ad, you can see how sad the woman was when celebrating the festive day alone. To alleviate her loneliness, her family video called her so they can eat the Prosperity Burger together.


Having dinner in a fast-food restaurant with your family over a smartphone screen is a realistic situation. This ad was a success for making it seem like a comforting story, relatable to other overseas workers and students. It made it seem like McDonald's does understand the struggles of ordinary people in Singapore.



3. Alibaba Group


As its first global advertising campaign, Alibaba Group created an epic advertisement before the Pyeongchang 2018 Olympic Winter Games. The campaign "To the Greatness of Small" consisted of 3 commercials portraying how a small act can touch millions of people, how small moments of character can inspire the world, and how the underdogs can be legends. This commercial conveyed that every action, small or big, has the potential to make a significant change.


According to Alibaba Group's CMO, this campaign was based on the core value of Alibaba, which is to provide the technology that can bring the small enterprises to a success in the global marketplace.

Alibaba's advertisement is considered to be a success as they were able to communicate emotional meaning towards their consumers. This advertisement showed how Alibaba supports their customers' dreams, not only caring about profit.



4. TNB CNY - Malaysia


TNB is the leading electricity company in Malaysia. During the upcoming Chinese New Year, TNB partnered with Reprise Digital and launched an advertisement titled ''Reality Not Virtual''.


The advertisement showed a story about a man named Bryan, who received a care package of a VR set from his mother because he cannot go home to celebrate Chinese New Year. Later in the ad, Bryan acknowledged that celebration is meant to be celebrated together with family.


This ad is the perfect adaptation of Asian culture and technology. The executive creative director of Reprise wanted to show how technology, while increasingly prevalent in our lives, cannot replace tradition. Therefore, technology should not draw you apart from your closest friends and family.


5. Gojek - Indonesia


GOJEK is one of the most successful start-up giants in Indonesia. During the Ramadan month, GOJEK seized the opportunity to create an engaging annual Ramadan advertising campaign in Indonesia. This advertisement is titled "Cari Pahala," or, in English, "Seek Blessings".


This advertising campaign involved a commercial, OOH billboards in 16 spots across Jakarta, a short movie, and social media contents. The message conveyed how GOJEK supports their consumers and employees to do good deeds during Ramadan.

You can see the simplicity and sincerity of this GOJEK campaign. This ad is a success because the ad can connect the customers to the GOJEK brand philosophy. It is also very localized due to the theme of Ramadan and family.


6. Julie's Biscuits - Malaysia


To celebrate the upcoming Hari Raya (Eid al-Fitr), Julie's Biscuits Malaysia created an advertisement based on the Raya theme. This advertisement went viral because of its smart and funny idea. "Ini Iklan Raya, Tau!" takes a behind-the-scenes look at the production of stereotypical Malaysia's Raya ads of the past.


It featured a mother complaining about her daughter being single, the woman who spends her life mainly in the kitchen, and the mother in a village complaining about the absence of her children who are working in a big city. All of these roles showed how media usually portray women in Raya ads.


Later in the ad, you can see how the actresses are complaining about the roles to the director. The actresses believe that women are empowered enough to break these stereotypes.


Julie's Biscuits came up with a comical approach to address an important issue. This campaign suits the Malaysian audiences through clever localization methods and humor. The ad itself has reached more than 3.5 million viewers on YouTube.



7. Facebook - India


During 2021, Facebook India created a campaign titled "More Together". This campaign highlighted the use of Facebook as a social network that connects people. The campaign featured a series of videos on YouTube, with each video showing how the characters can find a solution with the help of other people on Facebook.


As part of the campaign, Facebook also created a digital campaign #FBPePoocho. This campaign encouraged Facebook users to share their own stories on how they find support and solutions through their connections on the platform.


This campaign was a huge success because Facebook adapted India's collectivist culture. Moreover, this series of videos reached more than 100 million total views on YouTube.


8. Jollibee - Philippines


Jollibee is Philippines' number one fast-food chain. In this campaign, Jollibee created a video ad to promote their JolliSavers value meal.


The ad involved the story of a woman who was trying a sample of an expensive anti-aging cream at a beauty store. Later in the ad, you can see how the anti-aging cream actually worked but the price was unreasonable. So, the woman refused to buy the product. Jollibee wanted to relay the message that happiness should not come at an expensive price. Instead of buying the anti-aging cream, the woman went to Jollibee to buy a meal that would make her smile, and would not empty her pockets.


This campaign was a hit in the Philippines, especially since this nation values budget above anything else. The consumer behavior in the Philippines shows us that this population likes to get value from every cent they spend.



9. Ooredo - Qatar


For their Ramadan campaign, Ooredoo launched a special advertisement titled "The Life of The Internet." The ad used an animated film format that has been launched across the Middle East, South East Asia, and North Africa.


The story behind this advertisement was how every innovation and creation was made for good purpose. However, the impact of our creations comes down to how people use them. Just like the internet which can be a platform both for false information and cyberbullying.


In this commercial, Ooredoo advised its consumers to use the internet for good things. It showed how the Internet becomes a reflection of society, and how it is like a child that we, ourselves, have raised and shaped.


Striving to inspire the younger generation, Ooredoo shared its message using a format that no brand have tried to use before during Ramadan. This campaign is uplifting and inspiring, and it has effectively delivered its message to make the internet world a better place.


10. OPPO - Malaysia


For Raya 2021, OPPO Malaysia launched an advertisement titled "Kasih dari Hati" or "Love from the Heart." The campaign expressed a tale linking the distance between family and loved ones during times apart.


The campaign featured a short film which centered around an older man who received the new OPPO Reno5 & other OPPO IoT products from his daughter. Some hints of lighthearted humor were poured into it as the daughter attempted to get her elderly father to exercise for better health.


The campaign shows how family members can connect through technology despite being physically apart. Alongside with the short film, this campaign also consisted of an official "Kasih Dari Hati" song and an Instagram AR filter.


This advertising campaign is a perfect example of how you can incorporate local cultures and behaviors to your campaigns.



Conclusion


Asia countries are very rich in culture. In order to create an impactful advertising campaign, brands must acknowledge the importance of localization. Therefore, several tips to keep in mind are: use local languages, find out about consumer habits, keep up with the latest trends, and make sure to consider their festive periods.


Brands in the list took creative risks by showcasing Asian culture on another level. They packed their commercial in the most soft-selling ways and used emotional aspect and humor.


We hope this article has given you some ideas to help create the most epic marketing campaign ever. To find more insights on marketing in Asia, make sure to visit the AJ Marketing Blog.




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