gives out some obvious rewards

Grey Group Singapore and have created a new campaign titled ‘Obvious Rewards’. The new campaign will improve brand fluency among audiences, casting the eye of focus squarely upon the Rewards Program function, while introducing audiences to the new anthropomorphised pug mascot, which takes the lead in affirming customers' choices. The scope of work will cover online, digital, and social elements, extending across Singapore, Hong Kong, Taiwan, and Thailand.

The launch will be headlined by a lighthearted 60 seconds film, illustrating the backstory of the titular pug's eventual selection, following whimsical shenanigans from an entire menagerie's worth of potential mascot candidates. It will be augmented by a subsequent 30 seconds spot, with the pug manifesting in a bellboy costume at the moment a user ponders upon her travel accommodation options, thereby highlighting as the go-to option with the best rewards. A series of short promos will also be rolled out in conjunction with seasonal promotions.

In addition, will be rolling out a series of consumer engagement activities in phases, from an interactive microsite where the public can win prizes to mascot themed-room activation, and a ‘Name the Pug’ Facebook contest to further strengthen the call-to-action to

Jessica Chuang, regional marketing director, Greater China, Southeast Asia and India for the brand said: “With the ‘Obvious Rewards’ campaign, we wanted to uphold elements of fun and quirkiness behind our brand, while driving home the messaging of as the obvious choice for savvy customers with an eye for great savings and seamless convenience. The result? An awesome loyalty reward system which keeps on giving”.

“In a low loyalty category full of discounts and deals, memorability and cut through is obviously a challenge. For memorability, we’re helping launch their new brand mascot in the form of a pug in a bellboy costume (obviously), to remind viewers that has obviously good deals, and an obvious name, and should really be the obvious choice next time you’re thinking of booking a hotel online”, said Marthinus Strydom, executive creative director & global creative leader of Team GSK Singapore, stating the obvious.

Campaign credits

Agency: Grey Group Singapore
Chief creative officer: Tim Cheng
Executive creative director: Marthinus Strydom
Senior copywriter : Ozkan Kusay
Senior art director: Dennis Goh
Chief strategy officer : Neil Cotton
Senior account director : Rohit Nair
Senior account manager : Tinley Wong
Account executive: Sixtine Chevant
Planner: Haley Ross
Executive producer : Julie Chua
Producer: Sandra Ong, Producer
Producer : Eddy Lam
Digital Project Manager: Sean Ching
Assistant studio manager: Simon Wong
Senior DTP Artist : Peggy Chu