Working out just got sweeter

Working out just got sweeter

Talking about localisation… Ice cream brand Blue Ribbon came up with a way to make working out even sweeter for health-conscious Aussies!

For the launch of their new, low-calorie frozen dessert range, the brand paired up with PHD Australia to create a geo-location campaign. Using this technology, consumers will be presented with near-by locations where they can get their hands on the delicious dessert – and what’s more, the ads let them know how many calories they’ll burn on the way there!

In addition, they’ve partnered with Fitness First to offer its members fun workouts designed specifically to burn more calories than you’d find in an entire tub of the new range.

Golden Week in Japan

Golden Week

Did you know… that “Golden Week” is one of the busiest holiday periods in Japan? Typically occurring in late April and early May, Golden Week sees four national holidays fall within seven days of each other, presenting a major opportunity for the Japanese to travel.

This year, the country will see an extended Golden Week due to the Imperial succession on the first of May, which will see the ascension of the new Emperor, Crown Prince Naruhito.

According to available statistics, 2019 has already seen a tripling in oversea trips booked for the period. Traditionally, Hawaii is one of the most popular tourist destinations for Golden Week; thanks to this year’s extended holiday, the country expects to see a 40% increase in visitors as compared to the 2018 period.

Thinking of advertising in Japan? Be sure to check out our infographic on assumptions to avoid!

Celebrating the Pats of Singapore

Pats of Singapore

Talking about localisation… For their 2019 St Patrick’s Day campaign, Guinness wanted to make sure they got the Singaporean population involved in the celebrations. Considered to be a Western holiday, Guinness’ previous experience in the Southeast Asian city-state showed that most Singaporeans left the festivities to the Caucasian population; so while the beverage had grown in popularity, it was still missing the mark with a huge potential audience.

To get more locals to participate in the day, Guinness created the “All Hail Patricks” campaign. Those lucky enough to go by the moniker Patrick, or the nickname Pat, would receive exclusive perks throughout the month of March by signing up at And for their Pat-less friends, Guinness offered $5 discounts at participating outlets. The brand also partnered with Singapore’s leading online supermarket, RedMart, and food app Grab for further discounts and coupons.

In addition to all this, Guinness hosted mini-festivals in the run up to the final event: the St Patrick’s Festival on 16 March 2019.