T-Mobile’s Flash Mob at Trafalgar Square
In the world of advertising, it is common for one to think about generating Attention first before anything else.
After all, that age-old mnemonic AIDA (Attention, Interest, Desire, Action) is predicated on the ability to capture your target audience’s eyeballs/ eardrums in the cacophony of marketing clutter.
A few weeks ago, at the kind invitation of Coca-Cola’s agency Fulford PR, my colleagues and I were given a juicy treat of about 3 dozen bottles of the new Minute Maid Pulpy juice. I also received a brightly coloured package which came in cheerful splashes of orange.
Apparently, this was part of the new launch by the world’s number one fruit & vegetable juice brand, Minute Maid, which incorporated pulpy fruit sacs into their new juices. Part of the Coca-Cola company’s stable of products, the beverage giant has undertaken its largest sampling promotion campaign ever for Minute Maid.
Which would you rather be? A marathoner or a 100-metre dasher? (source)
Do you know what the most important tip in social media success is?
Let me give you a few hints.
Ibu Oka’s Babi Guling at Ubud
Bali has always held special meaning to me and my wife. It was on this tropical island that we had our honeymoon way back in January 2003. Back then, I was so inspired by the holiday experience and customer encounters that I wrote an article that was published in the Straits Times on the legendary hospitality of Balinese.
Sadly things have changed, even at Ubud (Bali’s cultural heart) which is supposedly less mercantilist than Kuta, Uluwatu or the coastal cities. While its verdant and pastoral landscapes have largely remained, the ugly effects of commercialisation and gentrification have left major scars on the island.
To recharge, refresh, and relax, my family and I are heading off to Ubud this afternoon for a short break. Considered one of the more scenic and rustic spots in Bali, Ubud is the cultural centre of the island dotted with numerous art galleries, craft markets, museums and temples. From what I’ve seen and read, the Ubud region is full of picturesque scenes – rustic rice terraces, swaying coconut palms, charming temples, and healing resorts.
Of course, we will also be travelling to other parts of the island like Kuta Beach, Tanalok, and the Mara River (we’ll be staying a night at the Mara River Safari Lodge to experience lions upclose and personal). Hopefully, we’ll be able to catch a procession or two – those are quite spectacular from what I’ve seen and heard.
Do take care during the interim and see you all next week!
This morning, I was alerted to this full page advertisement in The Straits Times by Tessa Wong, one of its journalists on her Twitter account. Created by NTUC Income, a leading general insurer in Singapore, it caught the eye of many on Twitter who retweeted it to their friends and followers.
I applaud NTUC Income for scoring several goals (this being World Cup season) with this:
Finding treasure requires a lot of investigating and digging. Just ask Indiana Jones! (source)
In any successful marketing endeavour, one must be willing to think, live and breathe like one’s potential customer. This also means that preconceived notions and prejudices must be tested and thrown out the window if they are proven untrue.
What are some of these common misconceptions and myths? Let me offer some examples.
Ritz Carlton is the epitome of superior customer experience (source)
Have you pampered yourself with a Ritz-Carlton experience? If you did, I’m sure the experience was unforgettable.
How did the world’s premiere hotel brand manage to achieve such lofty heights in customer service and experience? What is its secret formula?
Don’t just collect tonnes of digital crap! (source)
Beyond the curation of online information (text, photos, videos, games etc), social media strategists should also learn how to be judicious in the art and science of collection. However, just like working in a museum, collecting digital “treasures” need to be done purposefully.
Frequent online users collect (and consume) a lot of things.
The greatest literary works Like “War and Peace” are not puny (source)
As more and more people consume information in byte-sized pieces, and veer towards Twitter, Facebook and other social networking platforms, it appears that we are losing the benefits of length.
Wait, hang on a minute. Am I telling you to be verbose and long-winded while beating about the bush? Isn’t instant, real-time and succinct responses the beauty of the age of digitisation?
