Eric Yeo, formerly Chief Creative Officer at Lowe Thailand, has joined Saatchi & Saatchi Singapore to work across all creative for existing and new clients at the ideas hothouse. A highly respected veteran of the industry, Eric has been awarded many industry accolades over his 19 year career, including D&AD Yellow Pencils and Cannes Gold Lions. In 2013, his campaign – Sunlight ‘Separate Them’ – was one of the most awarded campaigns in the world.
In his new role, Eric will report in to Dominic Stallard, ECD of Saatchi & Saatchi Singapore. “Eric is a humble and inspirational creative,” says Dominic. “It’s a genuine honour to have him join our team.”
Eric added “I’m happy to be back home in Singapore. Saatchi & Saatchi has always been known for its creativity. And now with Dominic at the helm, I can’t wait to create great things together with the team here. The best is yet to come.”
A series of inspiring testimonial films that speak of the effectiveness of Ariel’s more affordable PHP 7.50 detergent sachet has resonated with women across the Philippines, highlighting the daily struggle that many Filipinas face and recognising their dreams of creating better lives for themselves, their families and communities.
The films, released by Saatchi & Saatchi in September, highlight the true stories of three Filipina women and demonstrate the product and emotional benefits that Ariel delivers by making laundry easier and more fulfilling. Clean clothes not only provides people the assurance that they look good on the outside, it gives them the inner confidence to succeed in other areas of their lives.
The campaign puts a spotlight on real life Ariel PHP 7.50 customers: Hermelyn, a street sweeper, who tells of how she is recognised for her levels of cleanliness when she sweeps the streets of Manila; Khay, a welder in a shipping company whose spotless uniform gives her confidence to rise in her career; and Rowena, a social worker who sees the positive effect that clean clothes have on the children she works with at an orphanage. The public response to the films has been hugely positive, with comments on social media commending Ariel for telling real stories of real people, and using their product to create positive change in Filipino lives.
This follows the highly successful launch of the Ariel PHP 7.50 product in March earlier this year. The musical campaign used Cece Peniston’s famous song ‘Finally’ to capture the emotion that FINALLY Ariel was available at a more affordable price. The song was a big hit, resulting in numerous spoofs and memes online. The launch campaign resulted in growth in volume sales and value share for Ariel, strengthened brand equity, and even made Ariel a popular culture sensation in the Philippines.
At the recent Busan International Advertising Festival (AD STARS), Saatchi & Saatchi Singapore was awarded Gold and two Silver for its ‘Inspiring Spirit’ campaign for low-cost airline Scoot, a subsidiary of Singapore Airlines. This adds to the Silver Lion the campaign won at this year’s Cannes Lions International Festival of Creativity.
Saatchi & Saatchi Singapore ECD, Dominic Stallard said, “It’s great to see this campaign pick up awards at AD STARS, especially considering the high standard of entries this year. The project was a peach to work on, and we’re very proud of the result. Saatchi’s keeps gaining momentum. It’s exciting.”
The campaign involved a series of tongue-in-cheek multimedia communications to US budget airline Spirit for their branding, marketing and advertising that appeared very similar to Scoot’s. Implemented with Saatchi & Saatchi’s PR partner, SweeneyVesty, the campaign achieved over US$40 million in earned media, with the campaign being covered by more than 100 regional and international media outlets including CNN, Bloomberg, USA Today, LA Times and The Daily Mail.
Saatchi & Saatchi Singapore has won a Silver Lion at the 2015 Cannes Lions International Festival of Creativity, together with PR project partner SweeneyVesty. There were a record 40,133 entries for Cannes Lions from around the world this year.
The client is low-cost airline Scoot, a subsidiary of Singapore Airlines. The Cannes Lion category is PR – Brand Voice (including Strategic Storytelling).
The campaign involved a series of tongue-in-cheek multimedia communications to US budget airline Spirit for their branding, marketing and advertising that appeared very similar to Scoot’s.
Saatchi & Saatchi Singapore CEO Shannon Cullum said, “This proactive campaign was a bold move by Scoot and a good challenge for our team. Great creative thinking and creative work, combined with excellent campaign execution, delivered a stellar result.”
The campaign achieved over US$40 million in earned media, with the campaign being covered by more than 100 regional and international media outlets including CNN, Bloomberg, USA Today, LA Times and The Daily Mail. Scoot experienced a 33% lift in Google searches, and Facebook video views were up 43% from their previous peak.
Scoot CEO Campbell Wilson said, “It was great to work with the Saatchi & Saatchi and SweeneyVesty teams on this unique project. They have a real can-do attitude and their professional approach, creative thinking and tenacity really delivered.”
Dominic Stallard, Saatchi & Saatchi’s ECD said, “It’s great to be recognised for our work, and Cannes Lions is particularly special, but most importantly this campaign shows that award-winning ideas can have real commercial value for the client.
Saatchi & Saatchi has been named Creative Agency for FWD Group, the next generation insurance company which is on a mission to change the way people feel about insurance.
“The team at FWD is bold, smart, innovative and on a mission to transform the category. They’ve given us a brief that has our creative people fired up at the opportunity to start working with them and we couldn’t be more excited to get started,” said Shannon Cullum, CEO of Saatchi & Saatchi Singapore and Malaysia.
Tim Oliver, Chief Commercial & Marketing Officer, FWD Group added, “The team at Saatchi & Saatchi really impressed us with their knowledge, enthusiasm and shared belief in our mission to change the insurance category forever. Their creative insight and expertise complements ours, providing the perfect springboard for future success.”
The win will see Saatchi & Saatchi develop FWD Group’s brand communications in the region, with in-market work handled by local agencies independently appointed by each country.
Saatchi & Saatchi Thailand was appointed by FWD Life Insurance in Thailand as local agency in a separate pitch.
Mark Cochrane, CEO of Saatchi & Saatchi Thailand said, “FWD has a clear ambition to change the way people feel about insurance in Thailand and this presents a fascinating creative challenge. From the first meeting it felt like a great fit, so we excited to tell its story and create Thailand’s most loved insurance brand”.
Aman Kapoor, CMO of FWD Thailand added, “Saatchi & Saatchi has a track record of pushing creative boundaries which matches our desire to redefine the customer experience for the insurance industry. We cannot wait to see the result when their creativity and our passion combine, as new brand campaigns come to life.”
Campaign Asia takes a look at experiential marketing in Asia and highlights Scoot’s ‘Ultimate take-off challenge’ by Saatchi & Saatchi Singapore as a case study. Here is the Case Study excerpt from the article:
Ben Wight is a copywriter from London currently working in Singapore as part of the Saatchi & Saatchi Switch programme. If you see him around, say hi, recommend some cool things to do in the region, and introduce him to more of Singapore’s “nice food”.
What do you do at Saatchi & Saatchi? I’m a copywriter, I mainly work on Head & Shoulders. I’ve been at Saatchi’s for just over a year.
What was your first job? My first ever job was working in a supermarket. I was a butcher, a baker and a candlestick maker. (That last one wasn’t true but I was also fishmonger.)
What led you on the path you’re on today? I remember reading one of my reports from school, from when I was about 8, and I made an advert about vikings for one of the projects. Apparently it went well. So I guess since then it was kind of meant to be.
What are your Lovemarks? RedBull, Nike
How did you hear about the Saatchi Switch program? I didn’t. It was a surprise.
What are you looking forward to the most? What do you want to learn while you are in Singapore?
I’ve been looking forward to just meeting new people, eating new foods and experiencing a different culture. I’m also looking forward to trying to travel to some other parts of Asia while I’m here; it’s so easy to get around. Work wise, it’s interesting to see how a smaller agency in the network works – the UK office is pretty big.
Have you been in contact at all with your Singapore counterpart? Yep, we sure have. We’ve given each other tips about everything there is to know or at least everything we know about the places we’re from. We still check up one each other when we can.
Do you have any advice for them for their London experience?
Work hard. Play hard.
If you have any time to do sight-seeing or activities, where are you going and what are you going to do? I’m thinking of going to a couple other countries while I’m here. I’ve already booked a weekend trip to Bali! And also trying lots of nice food.
What’s your favorite ad (all time or currently?) I don’t think I have a favourite ad of all time but I really like this series of ads for Panda cheese.
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Saatchi & Saatchi Asia-Pacific is a regional network of agencies in 15 countries, including Australia, China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, New Zealand, Philippines, Singapore, Sri Lanka, Taiwan, Thailand and Vietnam. We create loyalty beyond reason by transforming brands into Lovemarks—moving your brand from being “known for something” to being “known for things that people care about.”
Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks reach people’s hearts as well as their minds, creating an intimate, emotional connection that they just can’t live without. Ever.