XS Multimedia (XSM) is no stranger to disruptive changes. Almost a decade ago, we innovated how creative agencies work. Since then, marketing products and services has dramatically placed creativity front and center.
More changes ensued due to the advent of social media, not to mention the influx of the Gen Z audience. When the COVID-19 pandemic hit in 2020, the advertising world was forced to make more sudden changes. The decline in advertising spending paused campaigns, realigned marketing strategies, and accelerated digital transformation.
The situation has become an open invitation for challenges and opportunities. XSM is no exception to the unprecedented impact of the pandemic. Yet, we saw it as a chance to provide fresh inspiration and deliver next-level results in every project we produce racking up a total of 18 Million User Engagements in almost 2 years.
It has been business as usual for the past 2 years, but not without setbacks and comebacks. We welcomed new experiences and underwent reinvention along the way. From navigating new normal work arrangements to discovering what works during a pandemic, let’s catch you up on some of our favorite Brutally Creative projects in recent years.
2020
Toyota Balintawak, Inc. 30th Anniversary Video
February 2020
Let’s start with a pre-pandemic project, before work restrictions and the dreaded lockdown were in effect. Toyota Balintawak, Inc. (TBK), the most trusted Toyota dealership in the country, collaborated with XSM for a video production project to celebrate its 30th anniversary in February 2020.
The objective was to highlight how TBK treats every employee and customer like family.
As a result, the video features the faces behind the company’s success. They each talk about how their 8 Core Values relate to their family-centric brand of quality service.
An XSM product from conceptualization to post-production, the video treatment uses a warm and humble tone to reinforce the message of ‘Family is a Priority’ throughout the video.
ASUS PH
Digital Product Launch
WORK & CREATE ANYTIME, ANYWHERE
June 2020
When the pandemic was in its early phase in mid-2020, travel restrictions affected how video productions were executed, not to mention the limitations of a work-from-home arrangement. As a result, the production process was done remotely.
ASUS Philippines, an internationally recognized technology leader, leveraged the opportunity that the new normal of remote working presented. They wanted to launch a commercial lineup (ExpertBook B9 and StudioBook ProArt series) for the business travelers and on-the-go creators in the local market.
XSM developed a localized video concept and script for the digital launch, highlighting the big idea: WORK & CREATE ANYTIME, ANYWHERE. We merged the blog format with product demo shots to smoothly introduce product specifications. This also helped key opinion leaders (Xian Lim and Janina Manipol) and the host to conveniently record their segments.
The full One-Hour Video Launch is available at the ASUS Facebook Page
To further relate to the local market, we incorporated an intro and outro video that used some Tagalog words and a festive beat.
Furniture Republic
One Year Social Media Campaign
FRom Us To You
Digital marketing campaigns are all about keeping up with trends and searching for methods to stand out. But when you add a pandemic to the mix, strategies need to be reevaluated to adapt to unexpected changes. This happened to the social media campaign for Furniture Republic, a renowned importer and retailer of high-quality furniture.
What started as a 2019 holiday campaign turned into a year-long social media campaign about staying relevant while promoting safety. XSM connected to modern Filipino families, who were stuck at home, with relatable content about maintaining a place of sanctuary during the different lockdown/quarantine phases. We used conservative but conceptual executions, warm and welcoming aesthetic, and trend-jacking content to raise brand awareness, among other things.
2021
XTREME APPLIANCES
Video Production (Valentines Campaign) – Love Without Limits
February 2021
2021 allowed for more leniency for the advertising industry to operate out of home for video productions. One of the new challenges XSM faced was logistics for an on-location shoot. We had to uphold the quality of work while strictly enforcing health and safety protocols.
During this time, Xtreme Appliances, a one-stop-shop for premium and affordable appliances, entrusted XSM with conceptualizing and producing a humorous and sweet video ad that incorporated the brand’s products. The objective was straightforward: to create a 3-minute video that would go viral.
The creative team capitalized on travel restrictions at the time to come up with the big idea ‘Love Without Limits’–also in time for Valentine’s Day. We wanted to remind people that being stuck at home does not limit them to celebrating love month in their own way, especially with the help of the brand, of course.
The storyline sees Kat and Dog making the most of their canceled travel plans and creating a vlog during their fake-out trip to Australia instead. What better way to show humor than to insert a comedic reveal inspired by funny videos on the internet.
ASUS PH
Digital Product Launch
POWER OF MORE
March 2021
Once again, ASUS Philippines handed over the reins to XSM for the nationwide digital product launch. This time, for their latest ZenBook models (Zenbook 13 OLED and Zenbook Duo 14). Easing restrictions allowed us to shoot on location as long as strict protocols were followed.
We were tasked to connect to on-the-go professionals and innovative master-taskers while highlighting all product innovations and features. The concept and script revolved around the big idea ‘Power of More’ to highlight effortless productivity–laptops lettting its users do more.
To simplify product specs, we injected personalized experiences of key opinion leaders Erwan Heusaff and KC Conception. We also wanted to emphasize the technologies of the laptops, so we used a dual-screen treatment while adding a more conceptual look to the video.
The full One-Hour Video Launch is available at the ASUS Facebook Page
DIGITAL MARKETING CAMPAIGNS
The pandemic saw a predominance of digital marketing campaigns. We discovered that consumers are in charge more than ever during this year. A new breed of consumers ushered in by the pandemic has led to more personalized online advertising.
COMBI
360 Digital Marketing Campaign
IT’S A SMALL FUN WORLD AFTER ALL
Rebisco, a recognized pioneer in the local biscuit industry, tapped XSM for a full digital campaign to rekindle interest for its product line Combi Fun Size–a small-sized cracker for children. Talking to cyber homemakers, we wanted to encourage them to incorporate fun in their roles and promote open-ended play for their kids despite quarantine restrictions.
The concept communicated the objectives through the key message ‘It’s A Small Fun World After All.’ It plays up the idea of kids experiencing fun no matter the circumstance with every product variant. We also released creative executions that utilize the main idea ‘The Fun is in the Size.’
Segmented into 3 phases, we have curated a unique experiential journey to further spread awareness and engagement and develop stronger brand loyalty.
Combi KOL PR Kits
Combi In-Browser Games
LOACKER
Digital Marketing Campaign
THE GOODNESS CAMPAIGN
The Italian snack brand Loacker partnered with XSM to launch a social media awareness campaign that increases engagement, taps potential markets, and boosts sales.
We wanted to appeal to the millennials and household moms of the new normal. To unify the objectives, we communicated the most significant brand element that resonates with the market: Pure Goodness.
The content focused on providing simple pleasures to compensate for the international identity of the well-loved brand. Our strategy echoes the brand’s goodness through straightforward, relatable, and localized posts.
Conclusion
How to best serve clients in 2022 and beyond?
It is not unprecedented for the advertising industry to undergo changes. Brands and advertisers should be comfortable adapting to suit new mediums and constantly understanding their relationship with the audience.
There is also added pressure for creative agencies to meet and exceed the demands of the new breed of consumers while prioritizing their own success.
Continue to seize opportunities throughout the pandemic. This empowered XSM to grow more experienced and more assertive. Now, we are more ready to assist brands in a new journey through 2022.
We have always been here. Brutally Creative still.
Check out more projects at XSM Portfolio including Jollibee, Globe, SM Lifestyle, Premiere Condoms, COTY Inc, Rimmel London, Trust Condoms, Coca-Cola and many more: https://agency.xsmultimedia.com/portfolio/
