MullenLowe Singapore and Catchplay bring movies to life in new campaign

 

SINGAPORE – Leading creative agency MullenLowe Singapore has unveiled a fresh campaign for streaming-video-on-demand service CATCHPLAY ON DEMAND (CATCHPLAY). Designed to promote CATCHPLAY as a home of quality blockbuster movies, the campaign brings the immersive magic of movies to life with the tagline, ‘Love Movies, Live Movies’.

 

Leveraging insights that movie-lovers seek out greater levels of immersion from their VOD providers, the campaign spans four, 30-second TV and digital spots that demonstrate the unmatched power of films to deliver emotional value and entertainment. The campaign is the first to come out of MullenLowe Singapore’s new content division, which forms a centrepiece of the MullenLowe Group’s creative offering across the APAC region.

 

The CATCHPLAY campaign harnesses action-packed movie scenes and then unexpectedly blends them into everyday scenarios like kitchens and gyms, playfully championing the sense of immersion that comes from watching quality films.

 

Daphne Yang, CATCHPLAY CEO says: “CATCHPLAY is thrilled to launch the new regional campaign. As a VOD brand that is curated by movie lovers, nothing makes us happier than our customers being immersed in the movies they are watching on CATCHPLAY. Our members are able to bring the magic of movies to life in any occasion, whether it’s waiting in a hair salon, or during a layover at the airport, you can ‘Love Movies, Live Movies’ with CATCHPLAY ON DEMAND.”

 

Erick Rosa, MullenLowe Singapore’s ECD says: “This campaign has been nothing but a privilege to work on from the start. CATCHPLAY is a great client with an amazing service to offer and our team has worked relentlessly to bring it to life.  Love movies, live movies. Love this campaign.”

 

Roy Soetanto, CATCHPLAY CMO says: “We believe there are two types of people in this world – those who believe in the magic of movies, and those who view them simply as entertainment. At CATCHPLAY, we are passionate movie lovers. We believe when a movie creates feelings within us, those feelings have a lasting effect and can impact our thinking if we feel change and inspiration occur – even if only for a moment.  Our campaign is about how CATCHPLAY sees the world through a cinematic lens and our agency has done an excellent job in bringing to life our brand belief in an arresting way.”  

 

Patty Young, Director of Business Development and Branding for CATCHPLAY says: “In today’s IoT world, entertainment consumption habits have evolved, and our goal is to communicate to movie lovers the best time to watch movies is anytime. This campaign is specifically targeted towards the wired generation who is always on the move to enjoy great movies in a way that allows them to have their own private cinema at their fingertips. MullenLowe Singapore captured the concept right on and we are very happy with their creative delivery.”