- Case Studies
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- SIMPLY ASIA – Summer Campaign: Win a Toyota Starlet
SIMPLY ASIA – SUMMER CAMPAIGN: SUMMER OF STARS – WIN A TOYOTA STARLET
Simply Asia partnered with our agency to conceptualise and execute a nationwide summer campaign designed to drive sustained engagement, increase in-store traffic, and elevate brand presence across digital and physical environments. Branded as “Summer of Stars”, the campaign is anchored by a high-value prize giveaway – winning a Toyota Starlet – and is being delivered as a fully integrated, multi-channel rollout.
The campaign launched on 01 November 2025 and runs until 28 February 2026, with Fishgate managing the campaign end-to-end, including ongoing development of the prize giveaway narrative and content.
Objectives
- Create a high-impact, seasonally relevant campaign concept with strong consumer appeal
- Maximise awareness and engagement through an integrated media and channel strategy
- Support franchisees with consistent, easy-to-use campaign assets
- Maintain momentum and relevance throughout the campaign period
Strategy
Our approach centred on building a strong, recognisable campaign platform - Summer of Stars - supported by cohesive visuals, clear competition mechanics and layered media execution.
A key component of the strategy was the development of original campaign content through a dedicated photoshoot and video production, ensuring authenticity, brand alignment and creative consistency across all touchpoints.
The campaign is being rolled out in phases, allowing for ongoing optimisation and creative evolution around the prize giveaway as the campaign progresses.
Content Production And Campaign Assets
We managed and executed a bespoke campaign photoshoot and video production, including:
- Creative concepting for Summer of Stars
- Full shoot logistics and production coordination
- Model casting and direction
- Food styling and food photography
- Lifestyle imagery aligned to summer dining occasions
- Video content for digital, social and in-store screens
This original content forms the visual backbone of the campaign across all platforms.
Integrated Campaign Execution
Our agency delivered a fully comprehensive, multi-channel rollout, including:
- Concept development and campaign mechanics
- Campaign launch emailer and franchisee communications
- In-store collateral: A1 posters, placemats, A6 flyers, floor decals, pull-up banners
- Digital in-store assets and GMB designs
- Website and app assets: landing page, entry form, home and orders page banners, app artwork
- Social media: organic and paid content across META, TikTok and X
- Digital media: Google and YouTube ads
- Radio advertising
- Vehicle decals promoting the competition
- Shopping centre marketing elements
- Competition Ts & Cs, Linktree setup and email signature assets
Target Audience
- Existing Simply Asia dine-in and takeaway customers
- New and lapsed customers within shopping centre and urban catchment areas
- Digitally engaged consumers across social, search and video platforms
- Franchisees and store teams as key campaign stakeholders
Outcomes And Ongoing Impact
As an ongoing campaign, Summer of Stars is delivering strong national visibility, consistent brand execution and sustained engagement across channels. The integrated approach ensures continuous consumer touchpoints throughout the campaign period, while ongoing creative development around the prize giveaway allows the campaign to remain fresh and relevant.
Conclusion
The Simply Asia Summer of Stars campaign showcases our agency’s ability to deliver a fully integrated, large-scale promotional campaign from concept through to execution. By combining strategic thinking, original content production, comprehensive media rollout and franchise network alignment, we have created a cohesive campaign platform that drives engagement, supports business objectives and can evolve over time. This project reflects our strength as a full-service agency capable of managing complexity, scale and consistency across multiple channels and stakeholders.