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Poh Heng celebrates 90 years of Mickey with new campaign

Poh Heng has launched a campaign with Havas Group Singapore, following its recent appointment for creative, social and media duties. As part of Mickey’s 90th celebration, the jewellery brand introduced its Mickey-themed jewellery designs.

To promote the Mickey collection, the agency targeted fans of Mickey to give them a first-hand experience through a virtual party at the home of Singapore’s Disney fan, Davdaf Cubbie. The one-hour long Facebook Live virtual party activation involved two games for viewers to either participate in a play of hide-and-seek or a trivia quiz with the host and Davdaf.

The fan-led activation was live-streamed on Facebook and can be seen here:

The agency said in a statement to Marketing that the campaign is the beginning of a new journey for Poh Heng as it looks to contemporise the brand and make it relevant for the new generation.

Recently in July, as part of its 70th anniversary, Poh Heng launched a photo exhibition called “A Journey of Trust”, which features images of local personalities and people with their loved ones. The exhibition ran across Orchard Road and boldly features images of two same-sex couples on an OOH billboard.

The ad campaign featuring couples of the same sex received various reactions from readers. As such, Marketing sat down with marketing and communications manager of the brand, Pamela Seow to understand the psyche behind the ad. Seow, who has been with the brand for over 11 years, plans the yearly and long term branding and marketing strategies, and oversees day to day advertising, press relations, distribution channels and internal communications.

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