Thursday, June 28, 2007

Give speeding the little finger

This is a little out of market but I saw the latest Roads and Traffic Authority (RTA)New South Wales anti-speeding ad and had to share it with you guys.

The TVC ad, which ran on 24 June, uses a belittling gesture hoping to apply sufficient peer pressure against young drivers who speed. The ad ran in the lead up to the RTA enforcing tougher restrictions for P-plate and learner drivers.


So what did you think? Will the finger gesture implying a driver has a small penis when he drives dangerously actually stop them from speeding? Maybe. As much as i thought that this 'No one thinks big of you' campaign was amusing -- I am undecided on its effectiveness in curbing speeding (But I am leaning slightly in favour of it being affective).

I know what the RTA were trying to do, sick of ads and unconvinced of the effectivess of showing the serious injury and death speeding can cause, they have taken a different approach "because when it comes to speeding, no one thinks big of you. It purposely talks to young guys in their language".

I would say it definitely speaks to "young guys in their language" but while trawling through YouTube to find the TVC -- once i found it there were interesting user comments there. One guy made a good point saying "there is not a single act of speeding in the entire advertisment... Its all cases of neg driving! The ending should read NEG DRIVING, NO ONE THINKS BIG OF YOU... the message would make as much sence if it said SMOKING WHEN PREGNANT HARMS YOUR BABY, both of which have nothing to do with the footage!"

Oh well, at least it has gotten people's attention and in my book, easily beats those horrible speeding ads I see sometimes at the cinema and even on CH 5. You know what i am talking about -- the one with the crying voice overs and B-movie grade gore.

The RTA ad was done by Clemenger BBDO and the production company was

Wednesday, June 27, 2007

Listen up people, listen up!!

This was the main takeaway at this morning’s cosy Carat-led breakfast event on Consumer Generated Brands – Listen to your consumers.

Patrick Stahle, Carat Asia Pacific’s regional CEO hosted the session at the Chijmes courtyard with a roomful of clients and partners and led a group of four panellists in discussing the topic.

The speakers were:

Barney Loehnis, Asia Pacific network director, Isobar

Tom Sipple, managing director, Yahoo Southeast Asia

Craig Harvey, director – media research, Synovate Asia Pacific

Walt Mayo, general manager, home and small business, Dell Asia Pacific

Loehnis, Sipple, Harvey and Mayo. Apologies for the terrible photo, I wasn't planning on taking any pictures and this was what my Nokia E61i managed with NO LIGHTING plus I was sitting in the fourth row. Not bad eh?

I just wanted to share with you a few of the more interesting soundbites that we were privy to. You will also see a few more names – these are people who asked questions to the panel.

Mayo: consumers have always been in control of brands but the difference now is that they are in much more control, things are happening much faster and more innovatively. You (the brand) are being defined every day.

Harvey: The best branding success is having consumers tell the story as opposed to you telling the story

Mayo: The question is how do you directly engage customers to help you deliver more value to them? We using online suggestion/feedback boxes. We have people tell us they want this and that operating system with their PC and we work on those suggestions.

(I’m not sure but this is most probably) Harvey: Everyone wants their brands to get involved in the conversation. They key is creating a win-win situation in which both brands and consumers get something out of it. Figure out what makes your brand relevant to them.

Sipple: Companies who listen to their consumers are the ones who will succeed.

Loehnis: The exciting things are going back to analog. A handwritten letter for example is the most exciting thing I can receive in the morning. [laughter] If people are going to be excited by a message, it has to happen through ground-swell so digital’s the best way.

Now all advertising is new advertising, because media, like TV, are getting more interactive and everything’s changing.

Kim Walker, CEO & president for Asia, M&C Saatchi: Don’t get intoxicated with the notion of engagement because unless consumers are familiar / know the brands, they can’t engage with them. The rules have to change. You can’t just talk to them, you have to listen to them.

Chris Schauman, regional partner manager, MSN Southeast, Asia Microsoft Operations: 80% of people don’t believe what brands say about themselves. Essentially the traditional marketing model is over!

Stahle: Traditional advertising is getting very very complicated. Companies today more than before have to live their values.

Steve Garton, global head of media, Synovate: How is retail going to fit in?

Mayo: I don’t know but there have been indicators of a slowdown/ceiling in the amount people spend online.

Harvey: We’re living in the age of accountability – don’t under invest in research!

Sipple: Don’t be afraid, open up and listen to what consumers are saying about you.

Mayo: Be honest, truthful about what you’re trying to provide people.

Loehnis: Be creative – figure out what you’re trying to drive and invest in measurement.

Monday, June 25, 2007

The Big Cheese

So it didn't win any metal at this years Cannes Film Lions category but it did turn out to be Singapore's only nomination in that particular award.

Its called 'The Big Cheese' so i'll keep this entry short so you can get on to watching the video, and i'll try my best to keep out any cheesy references -- wouldn't want to cheese anyone off you see.

The spot was done by Batey Ads for CNF (Asia) to promote Guinness and is a twist on the 'Good things come to those who wait' campaign.

Drop me a link if you see any other TVCs from our local agencies which may be worth a mention..