Wednesday, October 27, 2010

Bear Sighting in Singapore - Philips Electronics "It's a Close Shave"

The recent bear sighting in Singapore was a result of a viral marketing campaign by Philips Electronics for its shaver series.

Reminicent of the Singpost's Vandalised post boxes which was intended as a viral campaign for the Singapore Youth Olympics, the relevant authorities were activated for the wrong reasons again.

There was also this Balloon Boy incident in United States, 2009 - where by a 6 year old boy was feared adrift in a wayward homemade helium balloon. This Balloon Boy hoax costs the government US$47,000 for rescue search. In fact, his parents was later sentenced with jail terms for "the exploitation of the children..., exploitation of the media, exploitation of the emotions of the people"

It is my personal opinion that if this bear was spotted in some mall in bright day with approperiate signages ie. "Have a Close Shave Today!" Then I will laugh rather than shudder in fear which was my first reaction when I saw this picture of the "Bear in Singapore."

Sant Qiu had commented on his blog on Channelnews Asia today, on the marketing aspects of such a campagin, which was a worthy read for me too.

New Office New Look - Part 2

Following our earlier post, please update our office particulars -

TPM Outdoor Productions Pte Ltd
Blk 165 Bukit Merah Central #04-3687/ 89
Singapore 150165

Actually, the inside of the office looks better. Swing by and say hi to the Outdoor Advertising team behind the most number of billboard displays in Singapore.

Thursday, October 21, 2010

"PNC Green Living Wall" - A Truly Green Billboard

An interesting linked shared by my colleague Jonas,

This innovative green wall idea is the "PNC Green Living Wall". It was created by Kari Elwell Katzander from Mingo Design for the PNC Financial Services Group in the United States of America USA Pittsburgh, Pennsylvania.

I am intrigued. How truly green...

Monday, October 18, 2010

Cannes Lions Awards Screening 2010

Had the pleasure to be invited to the Cannes Lions Awards Screening 2010 organised by the Singapore Advertisers Association on Oct 14 2010. It was a great showing and more importantly, the insights shared during the judges’ panel. Some comments from the judges’ panel that I remember include:

  • Emergence of a new medium – The Audience. Whereby the audience become the communicators of the message in Nokia's "The World's Biggest Signpost".

  • Creating “Contagious Ideas”

  • Even the best creative directors cannot force the clients to take risk; however, it is with the recession that clients are more open to explore new ways of getting the message out within a well-managed budget.

  • With so many filtering mechanisms available to the audience, the audience makes the choice to want to watch the advertisement. Thus a good advertisement will be able to give the audience a laugh or some useful consumer insight that the audience wants to know ie. Old Spice “Smell Like A Man”

    The Cannes Lions Awards Screening 2010 was a fun and insightful afternoon thanks to the Singapore Advertisers’ Association.

    More pictures from the Cannes Lion 2010 from Ads Of The World
  • Monday, October 11, 2010

    Traffic Count - Singapore's Vehicle Population

    Taken from Singapore's Transportation Secrets by Christopher Tan at, I'll pick up some excerpts that gives some insights to our country's vehicle traffic numbers and how this can improve our traffic count capabilities:

    More and more people are moving - all the time.
    30 years ago, Singaporeans made 2.7 million daily trips. Now it's more than 11 million -in cars, buses and trains.

    The current balance in Singapore's average daily trips of 11 million (6 million by private transport, 3 million by bus and 2 million by rail) is likely to shift significantly toward public transit. This is mostly attributed to a major added investment -- $40 billion in Singapore dollars (U.S. $28.4 billion) -- being committed to expanding rail lines to 280 km by 2020.

    Size of the City v its Vehiclar Population
    Singapore is just 710 sq km - a bit bigger than New York City. It has 5 million people - more than double its population 30 years ago. Now, close to 1 million vehicles (of which 40,000 are from across the Malaysian border) zip around in a network of well-paved roads spanning 3,400 km.

    Growing car ownership
    Back in 1981, there were 163,355 passenger cars here. Today, there are 570,000. Yet Singapore's average car speed on arterial (main) roads during peak hours is 27 kmh (17 miles per hour), compared to as low as 16 kmh in London, 11 kmh in Tokyo and 5 kmh in Jakarta.

    Road pricing measures
    Singapore has tthe Electronic Road Pricing (ERP) system - As a car passes any of the city's 69 gantries (electronic checkpoints), the card reader charges a fee, which varies significantly depending on time of day. For someone driving into the city during the morning rush hour, tolls across multiple gantries often add up to S$10 a day.

    Car ownership premium
    COE - Certificate of Entitlement is auction twice a month. Its price today hovers around S$20,000 in Singapore dollars, but it has been as high as S$110,000. On top of that, Singapore motorists pay 44 cents in duty for every liter of fuel they use (roughly $1.75 a gallon in the U.S.)

    Rail transit networks to supplement roads.
    Singapore opened its first rail transit line -- 6 kilometers, five stations - in 1987. Today, the rail network spans over 150 km (94 miles), with 106 stations serving four mass rapid transit lines (one partially opened) and three light rail transit lines.

    The future of Singapore's transportation system
    Transport Minister Raymond Lim has an ambitious goal: to increase the percentage of public transit trips during morning rush hours from 59% in 2008 to 70% in the next 10years. To do this, he acknowledges that public transport has to be as convenient and nearly as speedy as driving.

    Thursday, October 7, 2010

    What's Marketing (It's a Joke...)

    Chill - It is a Friday - Refresher course for us with direct application examples! Happy Weekend ;)

    What is Marketing?
    - Contributor: Unknown (Let me know so that I can attribute this content correctly)

    1. You see a gorgeous girl at a party. You go up to her and say: "I am very rich. Marry me!" - That's Direct Marketing"

    2. You're at a party with a bunch of friends and see a gorgeous girl. One of your friends goes up to her and pointing at you says: "He's very rich. "Marry him." -That's Advertising"

    3. You see a gorgeous girl at a party. You go up to her and get her telephone number. The next day, you call and say: "Hi, I'm very rich. "Marry me - That's Telemarketing"

    4. You're at a party and see gorgeous girl. You get up and straighten your tie, you walk up to her and pour her a drink, you open the door (of the car) for her, pick up her bag after she drops it, offer her ride and then say:"By the way, I'm rich. Will you "Marry Me?" - That's Public Relations"

    5. You're at a party and see gorgeous girl. She walks up to you and says:"You are very rich! "Can you marry me?" - That's Brand Recognition"

    6. You see a gorgeous girl at a party. You go up to her and say: "I am very rich. Marry me!" She gives you a nice hard slap on your face.
    - "That's Customer Feedback"

    7. You see a gorgeous girl at a party. You go up to her and say: "I am very rich. Marry me!" And she introduces you to her husband. - "That's demand and supply gap"

    8. You see a gorgeous girl at a party. You go up to her and before you say anything, another person come and tell her: "I'm rich. Will you marry me?" and she goes with him - "That's competition eating into your market share"

    9. You see a gorgeous girl at a party. You go up to her and before you say: "I'm rich, Marry me!" your wife arrives. - "That's restriction for entering new markets"

    Monday, October 4, 2010

    Airport Advertising at Jakarta Airport (Soekarno-Hatta) Indonesia = Updated Statistics

    We have updated the passenger statistics at the Jakarta Airport (Soekarno-Hatta) Indonesia with official figures from the Airport Authorities recently.

    In 2008, whereby the passenger figures were only 32.24mil, there was a whooping 15% increment to 37.14mil in 2009 for the Soekarno-Hatta Jakarta Airport . This was almost at par with the Singapore Changi Airport which was ranked the World's 21st busiest Airport with the Jakarta Airport (Soekarno-Hatta) a close 22nd busiest Airport in the World.

    As of June in 2010, Jakarta Airport (Soekarno-Hatta) is now the 15th busiest Airport of the World. And with my frequent flyer's status to a single country - I can vouch for this statistic as the queues have I have experienced have more than doubled over the last couple of months. More statistic from Wiki

    The growth in Indonesia is gaining strong momentum and the Bank of Indonesia (BI) has just raised its GDP growth forecast to 5.7% from 4.8% as seen in a Jakarta Post article on 2010, Sept 3. It certainly seems that Indonesia is now the new "I" or the additional "I" in the sought after emerging powerhouses of BRICs (Brazil, Russia, India and China).

    Is your brand seen at the right place in this nation of 227mil?

    Sunday, October 3, 2010

    Why Out-Of-Home is more Relevant Than Ever in the Digital Age

    道高一尺,魔高一丈 is a Chinese saying which literally translates to “As virtue rises one foot, vice rises ten feet; The good is strong, but the evil is ten times stronger”. This Chinese saying summarizes many life situations such as cops and thieves and perhaps also how the audience is constantly filtering out advertisers’ efforts to target and engage them. This saying sprang to my mind, as I read about the new Google Priority Inbox.

    With the recent launch of the Google Priority Inbox last month, many direct marketers are scrambling to improve their email marketing strategies to overcome this new level of filter on top of the usually efficient spam filter. BrandRepublic’s analysis on Google Priority Inbox is well balanced citing particularly how targeting becomes more important than ever – “…this means segregating your lists, following design and HTML best practice and cutting out irrelevant ‘blanket blasts’ to everyone…”

    Digital media is indeed the “star” of our media mix today. It is a refreshing platform whereby its economics, ROI and the audience’s consumption are defined very differently from the other media. Digital media is also the supposed “giant-killer” of other media. It is all sounds very threatening; however, I have been thinking and personally, I believe that Out-of-Home is now more relevant in the media mix than ever.

    Without delving into (manipulable) statistics:
    • People have 16-18 waking hours a day to manage, out of which at least 8-10 of these hours are spent, Out of Home, at work for about 5 days a week.
    • Secondly, people are creatures of habit and are by nature social. While administrators try to seed new commercial centers in newly developed regions, people will prefer to take the easier way and revert to old ways if it is not too inconvenient or expensive.
    • Finally, thanks to the congregation of businesses and social activities and the long term nature of lease agreements, commercial and leisure focal points remain relevant to each community for decades and longer.
    • Times Square of New York City, Shibuya of Tokyo City, Orchard Road of Singapore and all the High Street of UK cities will remain bustling day-after-day-after-day, today, last decade and also in the far future.

    Thus well-planned Out-of-Home media can not be filtered out and will not be replaced by digital media. What do you think?

    How can the audience filter out an Out-Of-Home display? What if it is a large format display that is head-on in front of you, covering the peripheral vision too?

    Please share your thoughts.

    The World Expo 2010, Shanghai China

    I have a list of blog post ideas but expressing them into proper posts have taken me longer than usual. On a side note, I had visited the World Expo 2010 in Shanghai, China in mid Sept. I’ll just share my thoughts on the architectural and visual display aspect to fit into the scope of this blog on outdoor advertising.

    Taking in view that Expo only lasts about 6 months, these pavilions are designed to impress and give meaning to each country through creative use of space and visual aids. All these while at the same time, to be cost efficient and environmentally friendly. At first glance, I think the following pavilions are most intriguing to me. Starting with the UK Pavilion:

    The UK Pavilion is simple yet stunning as The Seed Cathedral with 60,000 seeds embedded into a meaningful and visually impactful display. I am glad I entered this pavilion to see the meaning within it. Otherwise, simply based on its exterior, I would have dismissed as a Giant ... erm...

    The Switzerland Pavilion has some interesting solar powered lighting that gives it both a different look in the day and in the night:

    The Latvia Pavilion was closed when I visited the Expo, but its design and its simplicity stuck a deep cord within me.

    And so did the Croatia Pavilion with the fluttering white flags against the brilliant rich red of its pavilion.

    I am sure there are many other pavilions that looked more impressive and had more “achievements” including Norwegian Pavilion which I did not get a chance to view. Many pavilions used a lot of giant digital screens but I did not manage to see any really good use of digital techniques that I thought I would have.

    The next Expo will be held in Milan, Italy in 2015. So till then.