When it comes to delivering a social message, government bodies and affiliates are often faced with two options, a) do it through a hard hitting shock tactic type execution, or b) through humor. Which one works best?
The reason I ask is, today Grey sent me a series of TVCs its Melbourne office did for WorkSafe which highlight, in a pretty gruesome manner, the dangers that young people face in the workplace. It's pretty effective in getting the message across, have a look at the one where the kid gets boiled by scalding water.
Stark contrast to last year's well known 'pinky' ads the Roads and Traffic Authority (RTA) New South Wales did for anti-speeding which we blogged about here. Closer to home, Singapore has also adopted a less gory approach to road safety. This year's Road Safety Outreach Campaign is a complete u-turn to most of the road safety stuff i saw last year in Singapore (especially from the ones shown in the cinema with the creepy and annoying voice overs).
For me, personally, I prefer the humorous ads but shock-ads, done well , definitely leave a lasting impression.
Thursday, October 09, 2008
Tuesday, October 07, 2008
Politics: The great creative inspiration
What is it about politics, especially American politics, that inspires such an outpouring of creativity?
When ever its election time in the US there seems to be a mad scrambling together of all sorts of creative types, who come up with great content aimed at the voting public. In this instance, ad agency Droga5 has worked with comedian Sarah Silverman to make this pro-Obama message.
When ever its election time in the US there seems to be a mad scrambling together of all sorts of creative types, who come up with great content aimed at the voting public. In this instance, ad agency Droga5 has worked with comedian Sarah Silverman to make this pro-Obama message.
There’s also been a ton of stuff directed at Republican vice-presidential candidate Sarah Palin. As you can see, Saturday Night Live has a field day with several skits about Palin. But so has many other groups from writers, actors, comedians and just the public in general. Here’s one, and here’s another.
There’s also been some interesting ads to get Americans to register to vote. Here’s one with Jessica Alba in a Hannibal Lecter-style mask. Other notable efforts include this TVC, which was done during the Democratic nominations and designed to separate Obama from Hilary Clinton.
The other side of this coin is some of the terrible advertising that gets produced during elections. Like this ad (yes, it’s a real ad) for Republican nominee Mike Huckabee and this TVC for Mike Romney.
And there’s also the attack ads, which have become a big part of elections, especially American elections, and are the other side of this issue. Why does politics inspire the best, and often the worst, in the creative community? And is this lacking in Asia and in Asian politics?
And there’s also the attack ads, which have become a big part of elections, especially American elections, and are the other side of this issue. Why does politics inspire the best, and often the worst, in the creative community? And is this lacking in Asia and in Asian politics?
Give us your thoughts.
You know something's wrong when....
Mainland Chinese stop splurging! The Hong Kong Tourism Board yesterday announced that visitor arrivals from Mainland China during this year’s National Day Golden Week holidays reached 481,987, a 9.5% jump on the same period last year. Good numbers for sure, but what's got the retail market in Hong Kong worried is that retail sales were worse than expected. It's long been touted that mainland Chinese would be the saving grace for Hong Kong's retail market in this period of financial uncertainty, particularly in the luxury goods market. But apparently not.
The South China Morning Post is reporting that while individual mainland travellers jumped 14%, sales surged less than 5% compared to the same period last year with expectations from store owners significantly down.
"We're a bit disappointed because this is lower than the 10 per cent target," Lau Hak-bun, sales director at Chow Sang Sang Jewellery, said.
The SCMP also says that Oriental Watch store saw its revenue over the Golden Week dropped by about 20% to 30% for its Central shop, although our Tsim Sha Tsui and Jordan shops did better. Maybe it wasn't a Golden Week after all.
The South China Morning Post is reporting that while individual mainland travellers jumped 14%, sales surged less than 5% compared to the same period last year with expectations from store owners significantly down.
"We're a bit disappointed because this is lower than the 10 per cent target," Lau Hak-bun, sales director at Chow Sang Sang Jewellery, said.
The SCMP also says that Oriental Watch store saw its revenue over the Golden Week dropped by about 20% to 30% for its Central shop, although our Tsim Sha Tsui and Jordan shops did better. Maybe it wasn't a Golden Week after all.
Friday, October 03, 2008
Give me your Ideas and I’ll give you my brand...
Brands and corporations have been aligning themselves with student bodies for a long time...offering book prizes, scholarships, exclusive internship opportunities etc… Nobody ever complains as these schemes benefit the students and are likely to influence their job opportunities after gathering these accolades.
In recent years we’ve been seeing more marketers willing to work with schools in several different ways - sponsoring competitions, giving out bursaries etc. Business schools have their sales, branding, and marketing competitions, (Think ‘The Apprentice’ on slightly smaller less glamorous scale). Creative outlets have also been holding competitions looking out for their next protégé.
Mastercard, Microsoft, Toyota, Nestle, Yahoo and Vidal Sasson, to name just a few, are some of the brands out there who are capitalising on young, untapped energy and talent.
Perhaps I am a little to harsh and skeptical here, but I can’t help but wonder if this is the new route brands are taking - capitalizing on students' ideas as a cheaper alternative to consultancy firms.
“Hmmm I could hire a consultancy or an agency to work on my next branding campaign, but why don’t I try to see if any of the marketing, design or tech students out there can create ideas to lift my brand from obscurity? Or even better, get them to develop a programme that will make my new product less susceptible to hackers and the likes?” Executive A thinks.
Executive B continues, “Perhaps they are can be very run of the mill and unexciting but some can be a little more innovative and daring, we don’t have to pay them gazillions, just offer them a prize, an internship, a token sum for their efforts.”
“In fact, I can get a couple of schools to take part in it. Wow!!! Think of the potential of many ideas from students. It’d be like a pitch, free ideas galore!!” Executive C shrieks.
“ And that is not all, we can get publicity too for our CSR efforts!!” Executives A, B, and C chime in unison.
But there's a sliver of truth in it isn’t there… when companies move in favour to support communities and students, other than the fact that the students benefit from the relationship, these marketers are likewise banking in on students’ “eagerness” to be associated with the brand.
Perhaps as budgets get slashed and marketers are told to cut costs, more student activities woill be held across the island as the services of such young, talented individuals are procured for the “simple want for the better good”.
In recent years we’ve been seeing more marketers willing to work with schools in several different ways - sponsoring competitions, giving out bursaries etc. Business schools have their sales, branding, and marketing competitions, (Think ‘The Apprentice’ on slightly smaller less glamorous scale). Creative outlets have also been holding competitions looking out for their next protégé.
Mastercard, Microsoft, Toyota, Nestle, Yahoo and Vidal Sasson, to name just a few, are some of the brands out there who are capitalising on young, untapped energy and talent.
Perhaps I am a little to harsh and skeptical here, but I can’t help but wonder if this is the new route brands are taking - capitalizing on students' ideas as a cheaper alternative to consultancy firms.
“Hmmm I could hire a consultancy or an agency to work on my next branding campaign, but why don’t I try to see if any of the marketing, design or tech students out there can create ideas to lift my brand from obscurity? Or even better, get them to develop a programme that will make my new product less susceptible to hackers and the likes?” Executive A thinks.
Executive B continues, “Perhaps they are can be very run of the mill and unexciting but some can be a little more innovative and daring, we don’t have to pay them gazillions, just offer them a prize, an internship, a token sum for their efforts.”
“In fact, I can get a couple of schools to take part in it. Wow!!! Think of the potential of many ideas from students. It’d be like a pitch, free ideas galore!!” Executive C shrieks.
“ And that is not all, we can get publicity too for our CSR efforts!!” Executives A, B, and C chime in unison.
But there's a sliver of truth in it isn’t there… when companies move in favour to support communities and students, other than the fact that the students benefit from the relationship, these marketers are likewise banking in on students’ “eagerness” to be associated with the brand.
Perhaps as budgets get slashed and marketers are told to cut costs, more student activities woill be held across the island as the services of such young, talented individuals are procured for the “simple want for the better good”.
Thursday, October 02, 2008
The worst kind of PR
The Chinese poisoned milk scandal just goes from bad to worse. It kind of reminds me of George W Bush’s American presidency, it started off in controversy, took some more big hits and still continues to get worse at an alarming rate.
The complete inability of the Chinese government and the Sanlu Group (the company at the centre of the crisis) to actually deal with the scandal is astounding. The latest installment, according to a story in today’s Straits Times, is that Sanlu had actually asked the Chinese government for help in covering up the crisis. The authorities were made aware of the problem about a week before the Beijing Games began, and chose to sweep it under the carpet.
Apparently they were worried about the scandal ‘tarnishing’ China’s image before the Games, and wanted to “avoid creating a negative influence in society”.
Well they were ‘successful’, on some levels, as they did cover up it during the Games so that China’s first Olympics went off without a hitch. That is of course if you forget the dramas surrounding the Olympic torch and Free Tibet protests, the pollution in Beijing and the attempts to stifle the freedom of world media before the Games started. Yeah sure, the 2008 Olympics were problem-free.
And trying to avoid creating a negative influence in society? Well they’ve failed miserably at that. When babies die, you have your negative influence right there. It’s unavoidable. Child fatalities kind of do that to you. Any sort of cover up of that is simply pointless.
The reaction to the tainted milk crisis from those involved as been pitiful at best. It took the intervention of the New Zealand Prime Minister Helen Clark to spur the Chinese government in to action. Since then panic has spread, and more milk related products have been pulled from the shelves on a daily basis. The affect on the milk, confectionary and dairy sectors has been devastating, and will continue to be so for months, maybe years to come. The crisis has spread from China to the rest of APAC, and global giants such as Nestle, Cadbury, Unilever and Heinz been tainted.
China has not managed to contain the crisis, or managed to minimize its fallout. Some of this could have been avoided by going on the offensive.
Taking cues from the reactions to other product contaminations in other countries, the Chinese government and Sanlu should have ordered a massive product recall. Before there is a chance to test all the products, get them out of stores, even if some may be OK. The mere question of possible contamination should be enough to pull it off the shelf.
Secondly, there should have been a huge public information campaign to inform consumers of what was happening and why, and to reassure them that the problem will be fixed. At a time like this information is vital, and to stop harming more people and creating more hype you have to get active. But now this is basically too late. 53,000 children are ill and four babies are dead. Consumers in China are enraged, and rightly so, while consumers the world over are skeptical about buying anything that might hail from Asia and be milk-related.
Trying to cover up information that will eventually get out is pointless and very harmful. It is much better to try engage with the community, to work to solve the crisis, rather than trying to avoid it or to point fingers at those responsible.
The damage has been done now, and it’s going to take a hell-of-a-lot of advertising and marketing dollars to put the likes of Sanlu and the other brands involved back to the position they were in before the scandal began.
The complete inability of the Chinese government and the Sanlu Group (the company at the centre of the crisis) to actually deal with the scandal is astounding. The latest installment, according to a story in today’s Straits Times, is that Sanlu had actually asked the Chinese government for help in covering up the crisis. The authorities were made aware of the problem about a week before the Beijing Games began, and chose to sweep it under the carpet.
Apparently they were worried about the scandal ‘tarnishing’ China’s image before the Games, and wanted to “avoid creating a negative influence in society”.
Well they were ‘successful’, on some levels, as they did cover up it during the Games so that China’s first Olympics went off without a hitch. That is of course if you forget the dramas surrounding the Olympic torch and Free Tibet protests, the pollution in Beijing and the attempts to stifle the freedom of world media before the Games started. Yeah sure, the 2008 Olympics were problem-free.
And trying to avoid creating a negative influence in society? Well they’ve failed miserably at that. When babies die, you have your negative influence right there. It’s unavoidable. Child fatalities kind of do that to you. Any sort of cover up of that is simply pointless.
The reaction to the tainted milk crisis from those involved as been pitiful at best. It took the intervention of the New Zealand Prime Minister Helen Clark to spur the Chinese government in to action. Since then panic has spread, and more milk related products have been pulled from the shelves on a daily basis. The affect on the milk, confectionary and dairy sectors has been devastating, and will continue to be so for months, maybe years to come. The crisis has spread from China to the rest of APAC, and global giants such as Nestle, Cadbury, Unilever and Heinz been tainted.
China has not managed to contain the crisis, or managed to minimize its fallout. Some of this could have been avoided by going on the offensive.
Taking cues from the reactions to other product contaminations in other countries, the Chinese government and Sanlu should have ordered a massive product recall. Before there is a chance to test all the products, get them out of stores, even if some may be OK. The mere question of possible contamination should be enough to pull it off the shelf.
Secondly, there should have been a huge public information campaign to inform consumers of what was happening and why, and to reassure them that the problem will be fixed. At a time like this information is vital, and to stop harming more people and creating more hype you have to get active. But now this is basically too late. 53,000 children are ill and four babies are dead. Consumers in China are enraged, and rightly so, while consumers the world over are skeptical about buying anything that might hail from Asia and be milk-related.
Trying to cover up information that will eventually get out is pointless and very harmful. It is much better to try engage with the community, to work to solve the crisis, rather than trying to avoid it or to point fingers at those responsible.
The damage has been done now, and it’s going to take a hell-of-a-lot of advertising and marketing dollars to put the likes of Sanlu and the other brands involved back to the position they were in before the scandal began.
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