Malaysia - Cerebos Malaysia has launched a new marketing campaign, "Brand's Takes The Lead", for its Brand's Essence of Chicken product.
It has also appointed singer and entrepreneur Michael Wong Guang Liang (centre) as its new brand ambassador for the next one year.
Wong, a familiar name among the Chinese community, is an award-winning Malaysian singer and composer who has already made his mark around the region as well.
While the campaign aims to demonstrate the lighter perspective of going through life with a mentally alert mind, Cerebos Malaysia vice president and general manager Koh Joo Siang (left) said that Wong was the right person to front that positioning.
"Wong is a singer and entrepreneur with his own music company and has an ideal representation of what you can achieve when you take the lead," added Koh.
Carmen Liew (right), marketing manager at Cerebos Malaysia, said, "We always feel that an ambassador should be directly relevant to a campaign. Rynn Lim [previous Brand's Essence of Chicken ambassador] did well for the brand for two years and helped increase sales. We feel that Wong will now be able to take the brand to new heights."
The campaign has been executed through TVCs, print ads, OOH media, digital media and on ground initiatives, featuring Wong as the face of the brand.
Targeted to PMEBs and students, the on ground activation will see Brand's Challenge Activators who will engage with the public through roadshows at colleges, offices and malls using quick challenges.
The year-long campaign was executed by 180 Degree for creative duties, Universal McCann for media duties, West Coast for PR and IF Isobar on digital.