Havas Media Network Singapore has officially launched Havas Play, its global network focused on capturing consumer attention and driving business impact.
Havas Play leverages existing talent and insights from the Havas Media Network as well as Vivendi, a global media and entertainment company. Its core services include partnerships, influencer marketing, sponsorships, social media activation and amplification, and branded content. It aims to help brands harness the power of fans and their passions.
Prior to its entry to Singapore, Havas Play had already been launched across Havas’ major markets globally, driving activations for clients such as Puma, L’Enfant Blue, Axa and HARMAN.
"With Havas Play, we are going to double down on our promise of delivering meaningful consumer experiences through a wide array of channels such as partnerships, gaming, experiential events and more," said Jacqui Lim, CEO of Havas Media Network Singapore and chief growth officer SEA and North Asia.
"Lim added that Havas Play will be under the leadership of Kenny Yap, managing director of Socialyse & Red Havas. Yap will lead and drive the growth of the new integrated solutions in Singapore."
Havas Play aims to connect brands with their audiences' passions through entertainment and engagement, in order to forge authentic connections, Lim explained.
Some of its recent work includes the "All Together Different" campaign with bicycle brand, Brompton, to celebrate the production of its one-millionth folding bike. The Havas Play team in Singapore collaborated with Brompton for on-ground activations such as a community ride-out involving over 400 people.
Lim added that Havas Play will be an expansion of leadership of Kenny Yap, who is currently the managing director of Socialyse and Red Havas. Yap will lead and drive the growth of the new integrated solutions in Singapore.
“We strongly believe that increasingly, brands are looking to build meaningful connections with their audiences through the right context, communities and content,” Yap said.
His point was further underscored by the Havas' Meaningful Brands survey which found that 60% of brand content lacks meaning for consumers and 73% of consumers seek brands that contribute positively to society. Havas Play aims to bridge these gaps for consumers by creating experiences that capture their attention and drive lasting business impact.
For example, in March 2023, Havas Play partnered with video game, The Sandbox, to create metaverse brand experiences. Through the partnership, Havas Play clients could engage their communities in immersive decentralised entertainment experiences.
It aimed to increase engagement among its clients' communities through gamification mechanics, which are more uncommon in traditional social media.
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