Saturday, April 12, 2008
Thursday, February 28, 2008
SIM Students' Toastmasters - What Bird Campaign
What Bird Campaign is aimed at tertiary students in Singapore Institute of Management (SIM). Together with promotional cards, posters and a website, this campaign aims to promote SIM's 4th Toastmasters club - SIM Students' Toastmasters.
Monday, February 25, 2008
Jockey - You Only Get One Pair. Treat Them Well.
The slogan says it all "You Only Get One Pair. Treat Them Well."
Watching this ad makes me feel relaxed, I guess it's the background music and the "balls"!
Simple and sweet :-P
Saturday, February 23, 2008
Fila - Born to Run
I just find this ad very cute and fun to watch! I can watch this ad over and over again! :-P
Saya Anak Malaysia - Petronas Ad
I always love watching ads of Petronas (Malaysia’s oil company) as there will be an equal representation of races in their ads and the soft sell approach will be used, which focuses on building their brand image.
An example of a Petronas ad (http://www.youtube.com/watch?v=05ILlMySCQE) would be “Saya Anak Malaysia”, which means “I am a child of Malaysia”; this was aired on Malaysia’s national day (celebrating 50 years of independence) in 2007.
It shows three good friends (one Chinese, one Malay, and one Indian) escaping from wasps after one of them accidentally hit a wasp’s hive while playing. The three friends protected each other and shared the same punishment (of getting stung by wasps). This friendship lasted for many years and this is the message Petronas was hoping to make; that it has been with Malaysia for many years and has become best friends.
Old UOB Advert
Ads are aired so many times that viewers ignore the ads or change channels to avoid watching ads. However, there is an ad which I do not mind watching again. This ad (http://www.youtube.com/watch?v=dc3KiaCjQkc) was aired during Chinese New Year of 2002 in Singapore; it lasts for one minute and a half; which tells the story of a female photographer who broke her father’s camera (when she was young) and manages to replace a replica many years later using her UOB (United Overseas Bank) credit card while working in India.
This ad focuses on the Asian collectivistic culture where family and human relations are the most important. In the ad, the photographer’s brother protects her and bears the punishment when she broke her father’s camera; in return, the photographer dedicates her book of photographs to her brother, with the message “To my brother Kiat, who always stood by me.” Here, UOB is associating itself to a family member (i.e. brother Kiat) who is always there to help the rest, touching the emotions of the viewer; and at the same time creates a “personality” or “identity” for UOB. By using the soft sell technique, UOB has managed to attract my attention and has made me remember the ad. However, I do not know if this ad will have the same effect on men, since they are generally less influenced by emotions.
After watching the ad, I feel very warm and peaceful inside, which has a positive effect for UOB. In addition, the ad was aired during the week of Chinese New Year, which is the most celebrated festival in Singapore. This is a time where family members (including extended family members) get together and enjoy each others’ accompany, and almost always the television is on; meaning that UOB will have large viewer-ship. The target audiences for this UOB ad are Singaporean working adults; although this ad portrays a Chinese family, Singapore citizens (Malays, Indians and Chinese) are mostly family oriented.
In addition to all the focus on Asian values, UOB also manages to show its viewers that its credit card is recognized in other parts of the world and can be used online too (as a part of the ad showed the photographer purchasing online with her UOB card). So UOB is both traditional and modern, catering to all customers.
Chat with an Associate Business Director at OgilvyOne
“To be valued by those who most value their brands”, Mr. Ogilvy is truly a genius and he wants his advertising “machine” to be one too! As the founder of the agency Ogilvy & Mather, Mr. David M. Ogilvy has created a world of advertisements, for advertisers.
Branding is the most important lesson learnt in Mr. Leonard Tan’s presentation; it is also the most important aspect of advertising. Mr. Tan is the Associate Business Director at OgilvyOne Worldwide and shares with the class his take on branding. A brand is how a consumer feels about a product / service, for example, a Louis Vinton (LV) purse means elegance and class to me. However, brands mean different things to different people, so a LV purse might be associated to being proud to another consumer. Brands have earned a place in the consumer’s heart and mind, making consumers brand loyal.
Working in OgilvyOne, Mr. Tan specializes on one-to-one communication. Being called the “conductor of the orchestra”, one-to-one client service proves to be demanding but rewarding. Mr. Tan and his team share the goal of building long term relationships with their clients, not just a single transaction. To be in client service, employees have to be “jack of all trades, master of most of them”. In addition, time management is critical in this competitive advertising world, as Mr. Tan said “you might have spent four months on a proposal, but once you are late to a client’s meeting you have lost the deal…it’s the nature of the beast!”
In today’s advertising scene, there is a power shift to the customer; advertisements are made based on their “needs” (which is different from what they “want”). Differentiating “needs” from “wants” is the first step advertising agencies have to make when they receive a project, and this is never easy. Agencies need to “unconvince” clients on their original wants, and then convince them of what is best for them – their needs. This concept was made clear to us when Mr. Tan talked about a Kit Kat case study. Ogilvy agency had to “unconvince” Kit Kat of their original advertising idea (which was a traditional print advertisement); into an outdoor advertisement which included converting a bus stop into a giant Kit Kat bar. This advertising campaign was a success and only used 8% of Kit Kat’s total budget! “It all comes down to the strategy”, said Mr. Tan, and I believe him! Always starting with the problem at hand and differentiating needs from wants are the two steps that cannot be missed in creating an advertisement.
I aspire to work in a well known advertising agency upon graduation and after Mr. Tan’s presentation; I am more confident of my career path! From now onwards, I will critique all advertisements that I come across, I will get myself involved and active in the advertising scene and start to develop my own brand!
Branding is the most important lesson learnt in Mr. Leonard Tan’s presentation; it is also the most important aspect of advertising. Mr. Tan is the Associate Business Director at OgilvyOne Worldwide and shares with the class his take on branding. A brand is how a consumer feels about a product / service, for example, a Louis Vinton (LV) purse means elegance and class to me. However, brands mean different things to different people, so a LV purse might be associated to being proud to another consumer. Brands have earned a place in the consumer’s heart and mind, making consumers brand loyal.
Working in OgilvyOne, Mr. Tan specializes on one-to-one communication. Being called the “conductor of the orchestra”, one-to-one client service proves to be demanding but rewarding. Mr. Tan and his team share the goal of building long term relationships with their clients, not just a single transaction. To be in client service, employees have to be “jack of all trades, master of most of them”. In addition, time management is critical in this competitive advertising world, as Mr. Tan said “you might have spent four months on a proposal, but once you are late to a client’s meeting you have lost the deal…it’s the nature of the beast!”
In today’s advertising scene, there is a power shift to the customer; advertisements are made based on their “needs” (which is different from what they “want”). Differentiating “needs” from “wants” is the first step advertising agencies have to make when they receive a project, and this is never easy. Agencies need to “unconvince” clients on their original wants, and then convince them of what is best for them – their needs. This concept was made clear to us when Mr. Tan talked about a Kit Kat case study. Ogilvy agency had to “unconvince” Kit Kat of their original advertising idea (which was a traditional print advertisement); into an outdoor advertisement which included converting a bus stop into a giant Kit Kat bar. This advertising campaign was a success and only used 8% of Kit Kat’s total budget! “It all comes down to the strategy”, said Mr. Tan, and I believe him! Always starting with the problem at hand and differentiating needs from wants are the two steps that cannot be missed in creating an advertisement.
I aspire to work in a well known advertising agency upon graduation and after Mr. Tan’s presentation; I am more confident of my career path! From now onwards, I will critique all advertisements that I come across, I will get myself involved and active in the advertising scene and start to develop my own brand!
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