Tuesday 29 March 2011

The ONE -「香港:創意生態」展覽及與年輕設計師對談

日期: 2.4.2011 (星期六)
時間: 15:00 – 17:00
地點: 尖沙咀彌敦道100 The ONE 中庭
講者: Leo Chan陳沛雄Visual & Graphic Designer平面設計師
Catherine Mui梅傲雪Product Designer 產品設計師
Aries Sin冼美玉Fashion & Accessories Designer 裝及配飾設計
Toby Yeung 楊德賢Illustrator 插畫設計師

Registration: 黃小姐, 香港設計中心
電話: 3793 8446
電郵: kenix.wong@hkdesigncentre.org

Monday 28 March 2011

How to create a USP for your product

Everyone looks and sounds the same. So if you want to stand out, you have to differentiate yourself. This applies whether you’re spending £40 a month on promoting yourself at a networking meeting, or £4m a month on cross media marketing campaigns. Unless you have a distinctive voice customers will have no reason to choose you. Read

Thursday 24 March 2011

Tips for maximizing video reach - iMediaConnection.com

Want more people to watch your videos? In today's New Media Minute, Daisy Whitney offers some tips for boosting views.

Sony Ericsson Hot Shots: Shades of Sharapova's "I Feel Pretty"? (via brandchannel)

“We’re taking cues from reality TV and are combining it with edgy and exciting entertainment to create a pioneering new genre of online TV show that innovates in the world of sport.”

Andrew Walker, VP, Global Marketing and Communications at the WTA said, “Sony Ericsson has been a innovative partner of the WTA since 2005 and we’re delighted they’re bringing this original idea to women’s tennis. It is an exciting way for fans to interact with the players and also a great opportunity to bring a new audience to the sport.”

Xperia™ Hot Shots goes live on YouTube™ in March 2011. For more information or to follow the updates sign up at facebook.com/xperiahotshots

Sony Ericsson Hot Shots: Shades of Sharapova's "I Feel Pretty"? (via brandchannel)

iMedia Connection: - Why Sergey Brin is responsible for advertising's failures

"Has advertising failed to create desire? Read this article to find out..."
Human nature and advertising go hand in hand. But is our online monetization model creating a disadvantage for both? Consider Jaron Lanier's theory on technology's role in society.

Tuesday 22 March 2011

Tips for NFP-ADIDAS IS ALL IN -- KATY PERRY, D. ROSE, B.O.B., ERIC BERRY, DWIGHT HOWA...

This 60-second spot, in the new "All In" global campaign by Adidas has racked up almost 1.5 million views since going live with the appearance of Katy Perry, Derrick Rose, David Beckham and other star athletes and performers.
Also helping boost views for the spot: the soundtrack is "Civilization" from the new album from Justice, which isn't on sale until April 4th. (see the benefits?)

Great ideas for extending your events with barcodes - iMediaConnection.com

Live events are one of the greatest opportunities a brand has to reach its most dedicated audience. Find out what you can do to reach the audience beyond the big day.

my limitless times square hack - how i did it (NZT)

The follow-up video below mentions NZT, the drug taken by Bradley Cooper's character in Limitless that gives him superhuman powers.

Tips for NFP-how to hack video screens on times square

This video has drawn over 2.5 million views on YouTube. It's a viral marketing stunt to promote the movie Limitless.

Monday 21 March 2011

TOMS One Day Without Shoes 2011 - Will You Join Us? - Song "One Day" by ...

One day with shoes, got any insight for your NFP?
One day without cigarette? without LOVE? without breakfast?...

Saturday 19 March 2011

2nd Presentation - Day 3

Summary of today’s comments. Individual comment sheet to follow.

15. Ceci – Body Shop
Seems too much to say . Suggest to select or narrow down to one core value, e.g. real beauty. How do you tell the audience body shop not only bring to the physical body but it also care about your inner self, your self-esteem. What benefit to offer? Self-confidence? Self-recognition? – As something more than expected? Beware of cliché ideas.

16. Carman/Tsang Nga Hang – Breakfast
Your RoA is clear: to promote breakfast is enjoyable. But the execution wrapped up with “LOVE” seems side tracked. The communication is dominated by love message although you have tried to pull it back with food, but the benefit of taking breakfast is lost. Need to work on your insight – that people do not have time to take breakfast, then show them what can be done to fit this problem. Otherwise, how can they know that breakfast is enjoyable? Work out an idea to let people experience this.

17. Yip – Green Peace
Gen Y as you mentioned are techno/digi driven, implying that they rely very much on electric energy. Can your advertising change this problem? How about sending them a signal say asking them to temporary suspend their routine habits and see what can come up? Like the earth hour campaign. Instead of using an ironic approach, saying sorry to the public looks very unreal even tough viral video shouldn’t be taken seriously.

18.Nichole/Kam Ho – hand Writing (Pilot)
Good insight and RoA. Need to focus and emphasize on the merit or benefit od hand writing VS computer type. I have problem with the dandelion and kaleidoscope. What are they to do with hand writing? The other thing is how to encourage the audience to practice hand writing so that they can survive in the competition with digital type?

19. Winnie – HK Children
Side tracked. Why St. Stephen college? And Why not promote this social issue instead? When you say two sides of a coin or there are two sides in everything, you might give an ambiguous message. Be single-mind please. You don’t need to tell them what they have already known. Show them the benefit they can get in the school.

20. Chan Ka Ieng/Tsz Wai/Tsz Ching – Umbro
Foot VS Hands sounds interesting. Focus on this please. How /what can you do to involve your audience to participate in the process? Or arouse them to interact with the “FOOT” – thus bringing out the core message that “FOOT” wear by Umbro extends your happiness?

21. Ben/Ka Ming – Re:spect
Many years ago people talk about the end of print. That’s untrue but only to a certain extend. Print are deteriorating. But making music with daily objects is another story. What has it to do with the magazine?

22. Reeves/Amy – Sweet Dating Club
Slow Mo is interesting but the question is not about (to act) fast or slow, it’s about effectiveness of your service. If I can find the target I want, if you can guarantee the success rate , I’ll buy in your service. I don’t need you to tell me that I should act fast (I order to get a partner) because I know my limitation. Be careful of that!

Thursday 17 March 2011

2nd Presentation - Day 2

Here are some of my comments:


9. Ma Cho Ling/Wong Sin Hang – Laughter Yoga Clubs
You’ve got the insight – ‘Laughter is contagious’. But I’d query about the effectiveness of your Apps, can they really work? What does the Baby (Ripping paper) movie tell you? It is exactly the point – when we see people laugh, no matter how ridiculous it is, we will follow. That means you need to show people laughing, or create a scene or an environment to let people watch and then follow. Then they can see the benefit. Again, the T-Mobil Dance is a good reference. What can you spring out from it?

10. Tiffany/Nate/Brigitte – Homeless
Seems to me you have a lots to do, but my concern is how to create a promotion that can bring home the core message of the store. Be careful of your positioning - Homeless can bring you fun and entertainment in your life? Or Be a traveler? I expect the QR codes or Location Based ideas should reinforce your positioning, be that “furniture is fun or entertaining” or else.

11. Au Kin Ming – No Smoking Day
It’s nothing wrong to say that smoking is bad for your health and basically your video is just repeating that same old story, though, I might say, in a slightly interesting way. Can you shift your angle slightly to what “good” can the smokers get IF they follow your suggestion to really quit smoking for even one single day? (What’s in it for me again?) Say if I quit smoking, will I be honoured, praised, “liked’? Will I indirectly or directly help doing some good to my friends? Or the society? This might be more challenging?

12. Gap/Emily –
I appreciate your effort so far but to me it’s too informational. And beware of the scale of your project – got to trim it down to a manageable size. My question is how can you attract people to the web or follow your paper and advice if they are so automatic already to shop in chain stores and ParkNShop or 7eleven or the like are already a synonym of shopping? I think the location/Apps should at least do the first step, to draw their attention to the problem – i.e. There are more choices than they think. And making the first step to say no to monotony will bring them loads of benefits that they have never dream of? E.g. intimacy, neighbourhood, autonomy, etc.

13. Christy/Nata – Octopus
You mentioned about social responsibility in your RoA which could give the benefit to your audience. When you talk about asking children to spend wisely and save up their spending, but then what do they get in return? You’ve got to spell it out (what’s in it for me again) Will the saving be converted into a certificate of sponsoring food for an abandoned dog? Or anything that eventually can point to a wider promise of the so called “socially responsible” brand value of Octopus?

14. Ricky/Fan/Lung – HK Tramways
Your progress is very promising and I like the video very much. Remember to make it short and with unique message just like what you did with the North Point (or Fortress hill to be exact) - making fun with the cannons and face to face firing, signifying the unique travelling experience on the trams ( I used to dream there was a beautiful girl sitting on the opposite tram when it stopped :) SO, the ride /journey could really bring lots of possibility/dreams to your audience – and I’m looking forward to it.
BTW, the tram itself could be a valuable promotional medium. Can you think of something that shows the potential of a future advertising channel along with your promotional ideas? Well done kids!

Tuesday 15 March 2011

How Dulux gave the world a colourful makeover

Paint manufacturer Dulux has big global ambitions – it wants to teach the world to use more colour. So, with advertising agency Euro RSCG, it created the award-winning Let’s Colour campaign. A global communications platform that saw the brand regenerate grey, graffiti-covered corners of the world. The resulting documentary scored 400,000 hits in just four weeks.
How Dulux gave the world a colourful makeover

ZKO Rollercoaster by Virtual Republic [HD]

Visualization of the 1st violin of the 2nd symphony, 4th movement by Ferdinand Ries in the shape of a rollercoaster. The camera starts by showing a close-up of the score, then focuses on the notes of the first violin turning the staves into the winding rail tracks of the rollercoaster. The notes and bars were exactly synchronised with the progression in the animation so that the typical movements of a rollercoaster ride match the dramatic composition of the music.

Leo Burnett Music Awards - Budapest (ENG)

Does it remind you of the fun theory?

All Creative World

A very useful resource added to the useful link.
All Creative World is a creative sites network that aggregates the most inspiring and informative content from all over the world.

You will find the most interesting links from the creative world in the subjects of advertising, Branding, Design, Photography, Fashion and Architecture. The site is updated several times a day.

Monday 14 March 2011

NFP 2nd Presentation

Here are a brief summary of the comments:
Here are a brief summary of the comments:
1. Leo/CY – Meat Water
If new market is your RoA, how to differentiate MW from your competitor? Vitamin water also has colors. How do you make use of the USP (Peculiarly flavored)? How peculiar it is? Is peculiar = gut? Do people want to be provoked? How do you provoke them in a more interesting way? Will it be too naïve to assume that the audience will try your product just by provoking them if they have the guts to try? All you did is rather straight forward. Is TVC a suitable media? Have you thought about running and event to drive people to think about trying your product? Colors’ example of provoking the readers with controversial topics, like aids, or 屎might be worth thinking.

2. Vivian/Ling/Regine – CTWL.org
“All you need is LOVE” – a very good insight to explore but please go through the 9Ws check: WHATLove? HOW? WHEN? WHERE? Who?... I have a feeling that it’s rather superficial with the game. Even the logo or web idea. Social media is powerful, and it should match your message that Love is super powerful, right? Is there any chance to launch an event/activity for people to ‘experience’ the POWER of love? I will be delighted to see this.

3. Ku Chi Man – 雲南跌打館
How do you persuade people to accept 跌打? Or most importantly, how do you get them to accept the concept of 跌打before they can be persuaded? How to change their mindsets? People these days are very clever, they cannot accept advertising message merely telling them what to do or what is good for them, because they just don’t listen! Your strategy is not to tell but engage them. What tips can you offer so that they can take home and gradually build the trust?

4. Ricky Wan – Generation Gap (Mold)
This is an old problem. Every generation has the same problem, not limited to Gen Y. Again, do not tell but engage your audience. Is the stop motion animation able to engage them? What do you expect from them other that conveying the message that communication is very important to close the gap? Please take the role of an insider, how do you improve the communication with your own father? What do you expect from him? And vice versa? What is 包容? Is it accepting each other? Treating an individual as an individual? So how about showcasing an individual as an alternative way of life?

5. Puiz/Rocky – Supper Moment
I have difficulty with the band. I don’t know who they are, what they do (music). So tell me! If you cannot tell in a simple sentence their uniqueness and what you are wanting to promote, that’s a problem. Because I’m your target audience – as you said – 不太懂他們的人

6. 小雙- BYOB
You have an interesting topic and the design problem is simple: How to motivate people to use their own bags when shopping? … in a playful way! So can you think of something to engage them and in the process they would enjoy the experience and being part of it? A little tips for you, I used to make my own bag out of old clothes (a pair of jean at that time, just didn’t want to throw it away because I like it so much) and when I brought it with me, people were envy about it (at least my friends would ask me where could they get it). Do you get my point?

7. Ellen/Annie – Muji
Your USP/core message: Simplest way to satisfy oneself! Is it necessary REST then? How do you remind people that there are ways to improve their lives – and they are very simple to get? Is might sound philosophical but it isn’t. Is there something to do with nature? Simplicity? Love your earth? Etc?

8. Winky/Maggie – Supper Moment
I have similar comment re the band as mentioned earlier. But more concerned with the personality. What are the main differentiating elements of a local, indie-turn-upcoming band? What kind of supper will they have? How can you explore /go from that? Beware of being literal, do not take it for granted that “Supper” is for “Dinner”’s sake. Because that would be the easiest way, and it stops you to go further. Dig deep please!

Arnold Schwarzenegger Pumps Up His Personal Brand (via brandchannel)

Read more about Arnold building his own brand...

Arnold Schwarzenegger Pumps Up His Personal Brand (via brandchannel)

Arnold's speech at Party with the Pros

A few months removed from his eight-year tenure as California’s governor, Arnold Schwarzenegger is contemplating his future — and rebuilding his personal brand.

Friday 11 March 2011

7 ways to connect place-based media with mobile technology - iMediaConnection.com

Place-based media enables marketers to reach their target demographics at moments of maximum influence. Find out how smart companies are employing pre-existing mobile tools to augment these connections.

Connect with consumers through interactive print - iMediaConnection.com

High-tech "print" technologies are allowing marketers to reach consumers in innovative ways. Find out how you can use one in your next campaign.

Thursday 10 March 2011

Tips for final project: CH THIS SPACE.



Display ads are Big. They're gonna be Huge. This industry is growing and innovating at an unprecedented pace, and is poised to create opportunities for advertisers never before possible. At Google, each day, we're making it easier to create, buy, and measure display ads.

Tips for final project: Google - Measurement - Display Ads



There is more to this space than a click. Different campaigns objectives need different measurement. At Google, each day, we're making it easier to create, buy, and measure display ads.

Tips for final project: Google - Targeting - Display Ads



The more relevant this space is, the better people respond to it. Display advertising industry is growing and innovating at an unprecedented pace, and is poised to create opportunities for advertisers never before possible. At Google, each day, we're making it easier to create, buy, and measure display ads.

Tips for final project: Google - Creativity in Display Ads



Display ads have gone from being "just banner ads," to a truly creative medium. Anything you can do on the web, you can now do in this space. Display advertising industry is growing and innovating at an unprecedented pace, and is poised to create opportunities for advertisers never before possible.

10 silly questions clients love to ask - iMediaConnection.com

There's a good deal of ignorance out there with regard to our industry. Consider these uniformed client questions and learn how to formulate savvy answers.

iMedia Connection: - The drivers behind powerful brand relationships

The influence of non-conscious decision-making on brand relationships is of critical importance to digital marketers. Learn how you can better tap into the why behind the buy.

Wednesday 9 March 2011

Tips for final project: Google Places Case Studies



From hair stylist to flower shop, here are a glimpse of the case studies.

Tips for final project: Google Places and Tags for Business



More info in this video.

Tips for final project: Google Places



在 Google 上找到您的商家資訊
讓客戶找得到您,與他們保持聯繫,並取得更多資訊,以便做出更佳的決策。
This is Local Search Listing.
If you provide products or services to local customers, this is a great way to increase your search engine exposure. When someone is looking for a localized provider, Google will often send them to their local listings. Think about it in your final project. Know more about how to put your business on the map, visit:
www.google.com/places

Tuesday 8 March 2011

Skype adds advertising feature to site

Skype adds advertising feature to site

「低碳生活@香港」之「低碳短片Fun享比賽」

環境保護運動委員會(環保會)現誠邀大家參加「低碳生活@香港」之「低碳短片Fun享比賽」,以創意手法與大眾分享實踐低碳生活的心得。

是次比賽由環保會、環境保護署及氣候組織合辦,旨在加強大眾對低碳生活的認識,宣揚低碳生活對緩減氣候變化的重要性。參加者須就比賽主題「低碳生活」拍攝一段30至60秒的短片,並上載至大會網頁(www.lowcarbon.com.hk)及填寫參加表格。比賽的參加及網上投票日期為2011年2月16日至4月15日。入圍作品將被上載到大會網站及Facebook專頁接受網上投票及主辦單位評審團評審。得獎者有機會獲得iPad乙部及HK$5,000現金禮券。首40名參加者亦可獲得《低碳生活@香港》叢書系列最後一冊《6 ISSUE》乙本以作鼓勵。

有關比賽詳情及參加辦法,請參閱大會網頁(www.lowcarbon.com.hk)及「低碳生活@香港」 Facebook專頁(www.facebook.com/lowcarbonhk)。

Evolution of Marketing

Check out this awesome video from Cake Group about the evolution of marketing.

Friday 4 March 2011

Meet the agency of the future - iMediaConnection.com

The agency format isn't necessarily dead, but it is in need of a transplant. See why you need to put the fear of change aside and start taking steps to become an indispensable marketing partner.

Making them share by making them laugh - iMediaConnection.com

Creating an engaging viral video can be a daunting task. Check out these tips on making one that's worth sharing.

Why the digital agency will never die - iMediaConnection.com

While some might think that social platforms eliminate the need for a creative agency, in truth, these partners are vital to a brand's storytelling efforts. Find out why.

Thursday 3 March 2011

Behind the scenes at the making of the Earth Hour Commercial

Earth Hour has unveiled its ambitious 2011 global ad which was shot in Sydney and created by Leo Burnett Chicago. The ad was produced by Radical Media. Shot from above, it featured dozens of volunteers with coloured squares strapped to their bodies to create various images including a globe, lightbulb and bicycle. The 2008 TVC was seen by more than 1.3m people worldwide. The new video, which will be viewed by people across the globe, will drive even more involvement in and awareness of Earth Hour. Earth Hour takes place next month.

Uniqlo socialises its retail offering

Uniqlooks is a website and a global social community where people can share images of themselves wearing Uniqlo merchandise to show off their mix-and-match efforts.

Users can also vote their likes and dislikes via Facebook. The top ranked looks will then displayed at Uniqlo's stores around the world.

Icelandair Crew 2011 Annual Ball Video!!

The quirky video was made by the crew for the company's annual ball and uploaded onto YouTube. The clip is just one of countless comedic videos Icelandair has uploaded to YouTube.

9 branded apps that people love - iMediaConnection.com

There is no predetermined formula for a successful branded app, but there are plenty of winners from which to take lessons. Consider these four distinct approaches to the app world, and meet the brands that pioneered them.

Tuesday 1 March 2011

廣告人也要來考證

廣告人也要來考證

國家工商總局、中國廣告協會舉行發布會宣布,國家將對“廣告專業技術人員”實行職業水平評價制度,並於今年6月11日到12日首度開考。 (點擊了解詳情)

One Club / One Show Entertainment 2011 Winners Showcase

One Club / One Show Entertainment 2011 Winners Showcase