DISCOVERY NETWORKS ASIA-PACIFIC MOVES TO PHAR PHILIPPINES!

In June 2022, PHAR Philippines officially welcomed Discovery Networks Asia-Pacific (DNAP) into the fold with PHAR Philippines now exclusively representing Discovery for local advertising sales business.

Discovery Networks, the global leader in real life entertainment, with its roster of channels - Discovery Channel, TLC, Animal Planet, Asian Food Network, HGTV, Food Network and the Travel Channel, appeals to diverse sets of audiences representing varied interests and lifestyles. This new partnership brings together PHAR’s solid marketing and media experience and Discovery’s commitment to provide content that inspires, informs and entertains its loyal fans.

The PHAR-DNAP Team is composed of Tricia Sison, Pam Catindig, Jo Ann Apostol and Connie Fernando, who all have vast expertise both in media agencies and in ad sales, borne out of decades of experience in the media industry.

With Discovery Network’s impressive line-up of channel offerings and PHAR-DNAP’s deep bench of brand champions, the partnership will be beneficial for brands looking to expand their market reach and target new audiences. For brand building opportunities, reach out to Pam Catindig at pamela.catindig@pharpartnerships.com.

PHAR Malaysia in Partnership with Viu Malaysia as the Official Reseller

Viu is in collaboration with PHAR Partnership as the official reseller of Viu’s media assets since 2021.

Viu, one of the most popular over-the-top (OTT) video streaming platforms in Malaysia, ranked first in multiple metrics, including paid subscribers and monthly active users (MAU), in which the majority of their users are considered as high earners with monthly personal income of RM 3000 and above. Viu provides a wide variety of content ranging from Viu Originals, Asian, Korean to Japanese content.

PHAR as Viu’s official media sales agency provides ad solutions that allow brands to target their desired audience group based on demographic, geography, movie genre, devices and more. They also offer sponsorship opportunities which brands can create bespoke marketing campaigns and associate their branding with shows available on Viu.

Viu’s impressive analytics ability is set to help brands in finding media channels with tailored target audience through deep insights into users, age, gender, consumption patterns on the app, work sectors, education levels, relationship status and more which allow brands to explore various methods to reach out and engage with the right audience. For instance, Viu’s statistics showed that 79% of the monthly active users are from 18 to 34 years old. With that in mind, Viu could figure out the appropriate ad solution to help brands that target younger audience to reach out to them with its proficiency in data analytics and targeting capability.

Viu’s popularity in Malaysia combined with impressive results achieved from brands that they have worked with such as Petronas and Saji are reliable credentials to show brands a great way to promote their branding. Furthermore, PHAR’s expertise and experience in the marketplace will offer a seamless and effective experience in sponsorship opportunities or media buying between Viu and potential brand partners. Reach out to shekher.b@pharpartnerships.com and connie.chan@pharpartnerships.com if you are interested!

PHAR Partnerships Worked with Viu to Promote Petronas’s Ramadan Raya Campaign 2022

PHAR Partnerships as Viu’s official sales agency since July 2021 has been helping to utilize Viu’s media assets to potential brands. We have worked together to launch a media campaign for Petronas, one of the renowned global energy players, aiming to increase brand awareness of the Setel app among Muslim communities in Malaysia.

Setel is Petronas’s owned e-payment application for fuel purchasing directly from mobile devices. The first in Southeast Asia to allow customers to purchase fuel conveniently in their vehicles with just a few clicks on their phones. The app also integrates loyalty benefits with payment which provides a seamless experience for the customers and reduces their waiting time.

PHAR and Viu worked to create a media campaign for Petronas to promote their Semarakkan Ramadan Raya during Hari Raya festive period. The strategy is to use creative ad format display advertisement on Viu platform to promote the giveaway campaign.

The favourable results achieved from the campaign build on reliability to OTT platform as a great medium for brands to promote their branding and reach out to wider audience. 

The rise in popularity of over-the-top (OTT) streaming services and PHAR’s expertise in the marketplace will be of assistance to brands that want to use such platform to drive awareness or other campaign goals in mind. Reach out to us at info@pharpartnerships.com if you are interested in media buying/media campaigns at Viu.

PHAR Malaysia Resell Viu’s Media Assets to a Local Culinary Brand, Saji

Since July 2021, PHAR Partnerships has been appointed by Viu, the Top video streaming provider in Asia, to sell their media inventories to potential brands whom want to promote themselves on the over-the-top (OTT) media platform. Saji, one of the premium culinary brands in Malaysia, has been working with us to create a media campaign targeting females and young Muslims in Malaysia.

We execute the campaign using Viu's media assets that include 15 seconds video advertisements (pre-roll & mid-roll) showcasing Saji’s Cooking Oil. The aim of this campaign focuses on building Saji’s brand awareness during Hari Raya. By the end of the 4-week campaign, our results showed that the CTR for video ads maintain consistently at 1.0%.

The usage of such OTT streaming services for entertainment has been increasingly popular, and thus allow brands to have other alternatives to reach out to their audience besides traditional channels. Combined with PHAR’s experience in creating integrated media plan, potential brands will be able to build brand awareness and reach out to their audience effectively. Contact us at info@pharpartnerships.com for media buying opportunities at Viu. 

Santander Cycles Wins Two Awards at 2022 Sponsorship Awards

Transport for London’s flagship sponsorship picked up two major awards at the prestigious 2022 UK Sponsorship Awards ceremony.   

Santander Cycles (TfL’s long-running cycle hire scheme, which has been sponsored by Santander Bank since 2015) was announced as the winner of both the Sponsorship Continuity and the Financial Services Spotlight categories. 

Over the course of Santander’s sponsorship, the scheme has grown to the largest in Europe, with 14,000 bikes distributed over 100 square kilometres around London and, in 2021, a record 10.9 million hires. New innovations introduced to the scheme in this time include adding Blaze lighting (developed by Beryl) to the front of the bikes, GPS tracking, and an innovative new app to enhance the rider experience.  

Santander’s submission to these awards was supported by research carried out by PHAR’s Insight division for our client, Transport for London, demonstrating not just the success of the scheme itself, but the impact that the sponsorship has had on public attitudes and behaviours towards the Santander brand. Amongst the findings, for instance, our research showed: 

• The cycle hire scheme has stronger associations than any other London landmark or event with values such as “Environmental Sustainability”, “Good for Society” and “Valuable Community Asset”.  

• The sponsorship resonates at a national level, with twice as many non-Londoners aware of Santander’s sponsorship of the scheme as Londoners.  

• Nearly all of Santander’s brand image statements are higher amongst those aware of the sponsorship. 

• Users of the scheme are 80% more likely to own a Santander product than non-users. 

Harriet McDonald, TfL’s Commercial Partnerships Lead commented “Santander has been a fantastic sponsor over the past 7 years and it’s great to see their brilliant work in supporting London’s cycle hire scheme recognised in this way. PHAR have put together an exceptional programme of research and evaluation to identify the value that the sponsorship delivers to Santander as a powerful and resonant marketing investment. The quality of PHAR’s work can be seen in its role both in supporting Santander’s decision to renew the sponsorship for a further three years, and also in the impression it has made on the Sponsorship Awards judges. It’s a fantastic piece of work – incredibly rigorous and exactly what we need.” 

Alastair Macdonald, Managing Director of PHAR, added “Whilst the cycle hire scheme clearly delivers exceptional exposure for the Santander brand 52 weeks a year, there’s always a question as to whether sponsorships such as this actually work. From this research, it’s very evident that the sponsorship has not only helped build awareness and image for the Santander brand from already strong levels, but has made a difference to people’s actual purchase choices. It’s an exceptionally effective sponsorship, and we’re very proud that our work has played a small role in Santander’s winning submission.” 

PHAR Partnerships offers experience and knowledge in the shared mobility schemes, and capable research and analytical ability that could assist brands in evaluating the effectiveness and the impact of their sponsorships or partnerships. Reach out to us at info@pharpartnerships.com!