Categories
中国 | china | 중국 初 | hygiene | 기본 工艺学 | technology | 기술 新加坡 | singapore | 싱가포르 电信 | telecoms | 통신 铭记 | branding | 브랜드 마케팅 香港 | hong kong | 홍콩

ICYMI | 万一你错过了| 당신이 그것을 놓친 경우에 대비해서

Reading Time: 3 minutes

Consumers don’t believe use of personal data leads to more relevant ads, report finds | Campaign AsiaThe report also found that consumers still trust TV ads over their digital counterparts. On average, consumers are twice as likely to say TV ads provide a more positive impression of brands than common digital formats. The top concern about digital platforms amongst those polled was fake news on social media (53 percent), followed by cyberbullying, online predators, child endangerment online and children’s data privacy. “While consumers embrace the technology, there remains a multitude of concerns regarding advertising on the technology. These concerns are a significant reason why TV actually still remains the medium most likely to provide a positive impression of brands,” Juhl said. – So why would you recommend digital for brand building activity??? Supports Gartner’s position that businesses will move away from personal data. More on personal data targeted online ads and ad blocking here.

Street Media
Television via Flickr account Naked Faris

People call for boycott of filmmaker Sam Morales after alleged catfishing of trans woman | Rappler – interesting online scandal in the Philippines at the moment with apparent complex catfishing of gay men and trans-women

Facebook eyes multibillion-dollar stake in Reliance Jio | Financial Times – if the board game Risk was about global telecoms infrastructure instead of military conquest, the truism ‘never fight a land war in Asia’ would change to ‘never buy a carrier in India’. I can’t see how Facebook is going to do any better with its holding than Vodafone etc

Singtel-backed OTT service Hooq enters liquidation | Advertising | Campaign Asia“Global and local content providers are increasingly going direct, the cost of content remains high, and emerging-market consumers’ willingness to pay has increased only gradually amid an increasing array of choices,” a Singtel statement said. “Because of these changes, a viable business model for an independent, OTT distribution platform has become increasingly challenged. As a result, HOOQ has not been able to grow sufficiently to provide sustainable returns nor cover escalating content costs and the continuous operating costs of an independent OTT distribution platform.” – it will be interesting to see how people like MUBI and NowTV do moving forwards

Recession pushes Hong Kong shoppers to sell their luxury goods | Financial Times – interesting article however the speculation on mainland Chinese trading in secondhand luxury might be impeded a bit. A mix of fakes and and a desire for new things. They would need to have strong trustworthy authentication. And might want to vent that market abroad as well as Japanese players like Brand-Off have managed

Inside China’s controversial mission to reinvent the internet | Financial Times – this sounds like a right mess. We’ll soon have a splinternet

How to Beat Science and Influence People: Policymakers and Propaganda in Epistemic Networks | The British Journal for the Philosophy of Science | Oxford Academicweak or subtle interventions are often most effective for the would-be propagandist. In particular, outright scientific fraud—intentional publication of incorrect, fabricated, or purposely misleading results—is not only unnecessary to influence public opinion on topics of scientific inquiry, it is also riskier and often less effective than other forms of manipulation. Biased production, which does not involve fabricating results, is a successful strategy for misleading the public. And in many cases, biased production is itself less effective than selective sharing – HT Ian Wood

What Does the Symmetry of Your Logo Say About Your Brand? – asymmetric conveys excitement. I was left with so many questions, like what about rotational symmetry in a logo?

Madison Avenue Insights | The Next Big Thing in Media & Advertising: Simplification – great read by Michael Farmer, but will they look with a clear eye at the current digital marketing being done from a brand marketing perspective?

“Krisenmarketing”: Warum Werbungtreibende nun ihre Etats nicht einfrieren sollten › Meedia – yes its in German but it comes out fine in Google Translate: Financial, insurance or telecommunications companies in particular should instead rely on customer-centered communication and pick people up instead. They would have to show existing customers that they are there for them during the crisis and offer solutions. For example, Deutsche Telekom is doing exemplary with its campaign “We connect Germany” and the specific services. Banks could also help with liquidity shortages.

London has the highest productivity levels in UK PwC – without productivity improvements levelling up isn’t going to work. Interesting that London performed this high, yet was lower on females in employment with a higher female unemployment rate

Categories
中国 | china | 중국 初 | hygiene | 기본 市场营销 | marketing | 마케팅 新加坡 | singapore | 싱가포르 铭记 | branding | 브랜드 마케팅

CNY 2020

Reading Time: 3 minutes

Today is the start of CNY 2020 (Chinese New Year 2020). January 24 is ‘New Years Eve’. It is the year of the rat, which symbolises another start in the Chinese horoscope cycle. Here are some of the best examples of adverts celebrating Chinese New Year (CNY 2020).

China

Nike China benefited enormously from this advert done by Wieden & Kennedy Shanghai. Which is a take on the politeness of ‘oh no, you shouldn’t have but on a very amped up level’. Reminded me of my interactions as a small child with my Granny in Ireland ‘Ah go on, go on, you will, you will’ aspect a la Ms Doyle in Father Ted. Nike ZoomX Vaporfly NEXT% which provide runners with an unfair advantage play a starring role in the film.

The Great Chase by Wieden & Kennedy Shanghai for Nike China

By comparison, Adidas’ effort is beautifully made; with really high production values and a riot of colour like you’d expect for Chinese New Year. But in my opinion, it lacked that killer idea and talkability compared to Nike.

Adidas 新年造萬象 – Adidas CNY 2020 by Haomai Advertisement Co., Ltd

As with other countries Apple China’s shot on… series of adverts merges film directors, storytelling and ‘eats its own dog food’ by shooting using the Apple iPhone 11 Pro. As in previous years Apple stays away from the usual cliches. For CNY 2020, Apple tells the story of a single mother and her child. Single parents are seldom visible in Chinese advertising as so much emphasis in society is put on marriage. It’s well worth a watch.

Last year’s advert focused on the ‘taste of home‘.

Malaysia

Malaysia’s Chinese community may only make up 30 per cent of the population; but its Chinese New Year adverts punch above their weight in comparison to other countries and CNY 2020 was no exception.

Telenor-owned Digi Telecommunications film Home is about the family visiting an aspirational daughter in her new home for lunar new year. It cuts through some of the chintz of the celebrations with a working class family grafting away, but ultimately family bonds conquer all.

Panasonic Malaysia’s video takes a little while to get in the swing but when it does I could imagine it being a right ear worm. You put this on TV and radio to get a really efficient campaign. It also stays away from being overly sentimental.

Panasonic Malaysia – Sek Bao Mei

It wouldn’t be a round up of Chinese New Year adverts if there wasn’t at least one that tugs at the heart strings. Malaysian RHB Group who provide banking services came up with this tear-jerker. If you don’t well up just a little you’re a sociopath.

Singapore

One of the weakest efforts that I have seen this year was this effort by Dyson to promote the air purifying qualities of their fans. The sole nod to CNY 2020 is the brief red envelope with an engineering drawing on it at the start of the video. I don’t know who commissioned this for Dyson; but they should be hanging their head in shame.

SingTel’s recent festival related advertising have pulled on the heart strings, and been ‘anti-millennial’ – like The Gift shown for last Christmas. By comparison this one is a classic situation comedy highlighting all the benefits of connectivity. The humour reminded me of the Hong Kong film series All’s Well That Ends Well – which are usually in cinemas over Chinese New Year.

Prudential Singapore have a wider campaign going called #MindTheGenerationGap over CNY 2020 and have put together some nice branded content like this cooking programme with lovely interstitial animations

Categories
中国 | china | 중국 初 | hygiene | 기본 新加坡 | singapore | 싱가포르 香港 | hong kong | 홍콩 한국 | korea | 韩国

Things that made my day this week

Reading Time: < 1 minute

Amazing Singaporean content on what its like to lose a child.

Hong Kong bakery’s ‘anti-extradition bill’ mooncakes and cookies leave customers hungry for more | South China Morning Post – given that grandparents often hold more pro-establishment views than their children and grand children I can imagine that this likely to make for very tense mid-Autumn festival celebrations

Nor “Pheonix” Diana is the first hijab wearing Malay women’s wrestler

Yunying Huang challenges the Eurocentric perception of techno-culture in China | It’s Nice That – think Chinese meme culture and cyberpunk dropped in a Blendmatic 5000

Amazing video from SamBakZa – Korean ska.