Be like water

Legends never die. I really have to take my hat off some of the legends that once rock the world. Personally, I am a big fan of Bruce Lee and pretty much without a doubt, there’s a good chance that you would find his fan base to be very alarming as well. Johnny Walker produces good scotch and by making it incline towards the asian culture, it might just help in breaking away their stigma of being an unhealthy liquor from Scotland, they have come up with a video running on a philosophical script, smooth camera work and featuring none other than our idol, the dragon – Bruce Lee.

London’s video effects company, The Mill, assisted in the production with director Joseph Kahn himself to replicate this truly amazing and realistic CGI video of the legend. Bruce Lee is the one and only man to be both philosophical and one to have impress his audience through his movements and gestures. We see him moving around a nice suite, talking about his philosophies and ‘playing’ with water. On a side note, while the video is impressive, we must bear in mind that Lee is not a strong advocate of drinking and that might just anger fans out there who feels this could be an insult to their late idol. Regardless, this is a really smooth and realistic portrayal of Lee and I do hope they would do a CGI movie out of this, and dont you think it would be cool?

Thailand’s next big appetite

Thai_smartphones

Earlier this year, I read an article from bangkokpost.com which features a write up for the sales of smartphones in Thailand. Refer to the article here. It is speculated that smartphones shall potentially make up almost half of all the phone sales in Thailand this year 2013. Sunthat Laicharoen, senior analyst for telecom at GfK Retail and Technology mention that there is an increase in smartphone sales and I was very convince that Thailand would move on ahead as much as it’s neighborhood counties in Asia. Singapore, Malaysia and Indonesia has already proven their acceptance to social media by embracing smartphones over feature phones. Based on researches, we already knew there is a huge market in Indonesia for Blackberry previously and was later contended by HTC and Samsung.

The increase in sales for smartphones in Asia generally give rise to more potential opportunities to tap on mobile technology. A recent article on e27 by GfK again revealed statistics on Thailand’s smartphone sales proving the Southeast Asian country with a huge population of 69million people getting themselves all geared up for mobile technology. Their report shows that in the first quarter of 2013, there were 2.87million smartphones being sold. This staggering figure is a good sign for companies looking to expand their operations to Thailand with intentions to leverage on smartphone technology.

There are a lot of very creative works coming out of Thailand every now and then. With the increase in acceptance to smartphones and its mobile usage, we can expect to see newer innovative campaigns coming from Thailand. Smartphones has helped innovate retail shopping, social media as well as creative marketing campaigns. I can’t wait to see excellent work coming out from creative agencies for their clients in Thailand.

 

Instagram with video capability

instagram-logo1 Video-Coming-to-Instagram-to-the-Delight-of-Mobile-Marketers-300x168

An app is just like any other product which has a life span of it’s own. While it is arguably true that Instagram has been losing its edge over to Vine(an app that allows user to record 6 second videos), it still has a compelling audience in Asia. Apart from Instagram’s 100million users, it remains as one of the dominating app when it comes to photo-sharing and social media. Check out more of Instagram’s stats here. Facebook shall be revealing their new and enhanced version of Instagram with video capturing features as part of the repertoire of functions to come along. Very exciting I would say. Following the success of Vine’s popular video recording function, it is definitely a good competitive move to equip Instagram with similar capabilities.

A good and relevant point to note.
“Instragram could become an incredibly powerful resource for marketers if used correctly,” says Tarran Meyers of Dolber Marketing. “The addition of video to Instagram would give advertisers an opportunity to better engage with consumers in a creative and comfortable manner that feels informal despite the advertorial overtones of the content presented.”
[taken from here]

As an Instagram user, I must say I am thrill to see the new Instagram app and the features that comes along.

PPssssttttt no more!

Recently, Ogilvy Singapore has been seen doing lots of good work by collaborating with their network agencies. This time round, another amazing creative work done by Ogilvy Singapore and Japan. Excellent way to depict the true value of Coke’s brand message. The creative formula that they adopted this time round is by changing the sound of opening a Coke bottle. As we all know that a ‘psssstttt’ sound is heard every now and then when we twist the cap of a Coke bottle open, now you hear sounds of everyday life like the sound of boxing, people shouting, people running, people skating, people laughing or even people traveling instead. It is very human oriented. Together with DJ Jun Fujiwara, this project was made possible, bringing the message of happiness wherever it goes. Nice.

The Social landscape in Asia

We-Are-Social-Active-Social-Network-Users-in-Asia-March-2013
I refer to a post by Simon Kemp from We are Social, Singapore, referring to a statistical analysis of their Social Media report for Asia (March 2013). This is a very impressive report as it clearly details how much active users are now using social media in the Asia region. Of course, there should be a tremendous increase in social media usage as technology and smartphone penetration is prevalent in Asia. Judging from the report, it does gives significant insights on how best for marketers to understand the social landscape within Asia. This would serve as a great bonus to assist in planning your busy marketing schedules.

Some thoughts of mine:

Singapore (the country where I now reside in)
Here in Singapore, social plays a big part in people’s lives. While there is still a significant number of people especially the elderly who are not social adopters, the amount of social usage is still considerably compelling. As you can pretty much see from this report that 2.7M people are active users. On this small sunny island, that is easily almost half of the entire(approx. 6M) population.

China (emerging SUPER POWER social nation)
Always a big surprise for me. China surprised many with their incredible usage of social. Obviously, a nation with such huge population would command an enormous record number of social users. China is a very interesting market with a lot of business opportunities. As always, it is very important to do your homework and understand the local culture there. A good strategy you adopted might have worked really well, but it might not be the same in China. Some fine tuning is required. Nonetheless, it is definitely one powerhouse social nation.

Indonesia (amazing social usage)
I have read reports of how social is progressing in Indonesia and they often give great positive insights of how much the Indonesians adopt social. Seems to me that there are so much potential to do creative work in Indonesia. With the amount of exposure and the huge population, there is much to be done and more to be appreciated. I am expecting more and more great creative work from there.

Here is the graph from We are Social, depicting the overall penetration and the median of growth.

We-Are-Social-Active-Social-Network-Penetration-in-Asia-March-20131

Simon provided us with great insights on how he perceives social in Asia. I totally agreed with his view points that mobile is quick to emerge due to this huge appetite in social. As smartphone devices gets more and more efficient for daily usage meeting people’s social demands, more and more work could done to leverage on this growth. Simon also talked about how in Korea, KakaoTalk is progressing so well and in China, WeChat seems to be infiltrating the other regional markets just as fast as back home. All these are tangible results and statistically proven as tell tale signs of an unimaginable social appetite that is growing in Asia. I think it is time that brands should now take on more strategic measures to embrace this growth to their marketing advantage.

You got 5 secs.

0_0_640_http---i.haymarket.net.au-News-facialResponse_campaign_asia_468x312

 

Source : http://bit.ly/10y4hdy

TVCs in asia aren’t really interesting to the extend it could refrain one from touching that remote or replacing that with smartphone or tablet. Living in Singapore, I personally do not enjoy TV ads on my local station. The ads in Singapore lacks great story-lines and mostly end up in bad taste. However, I do believe many times creative agencies aren’t entirely at fault for producing crappy commercials. Clients do play apart on the overall quality of the ad. I remember Creative Director, Luke Sullivan once quoted someone saying “Clients these days deserve the ads they deserved”. Honestly, with the unnecessary restrictions, weird company policies and sometimes unclear marketing objectives from clients often leads to boring and unpolished ads. Remember, a TVC is just like telling a story. Except it is usually story in seconds. You got 5 seconds to get your audience excited because people want to relate to a story be it sad, humorous or interesting. But the initial 5 seconds in my opinion is your key for a longer consumer engagement later. So tell your story faster.

 

Mobile behaviour

3007555-poster-fm

 

Facebook, one of the number one most used app in Asia (where I come from) has certainly integrate itself into the lives of many asians. This article reports most people using Facebook mainly to check on their news feed. I am not too interested on what this article has to say but rather I’m fascinated by the fact that why hasn’t a lot of brands leverage on the news feed platform for raising brand awareness? A lot of palatable ideas can be use to attract people’s attention. One idea to keep consumers constantly engaged is to test their anticipation by getting them count the number of posts a day or even the time between each post and the winner gets a really sweet prize!