We have all been victims at one point or other. Apparently, the older one gets, the more one suffers from it.
This syndrome is manifested in a periodic penchant for the past. Life was more carefree then, unfettered by the stresses and strains of modernity and technology.
In a city like Melbourne where the streets are often chock full of people, it is important for brands to invest in outdoor marketing to gain visibility, awareness and affinity, especially those targeting end consumers. Depending on the objective of the advertiser, these can be highly brand-oriented without any calls for action or be tactical and hard-selling if they are focused on specific groups.
Due to the limited amount of time which one has to glance at them, outdoor advertising creatives and messages must be immediately impactful and to capture one’s attention in the blink of an eye. They should be easy to digest and readily appreciate by the (literally) man-in-the-street. Creatives that are too visually cluttered or that contain too clever messages tend to get lost in the sea of images, failing to resonate with one’s potential target audience in a highly competitive market.
Here are some advertisements that I came across recently while taking a walk through the city. Do feel free to give me your views on whether they work or don’t work for you.
Courtesy of Sebastian Song
By now, you would have probably read, listened or viewed about Dennis Kweh, a Singapore librarian who suffers from the rare genetic disorder called Morquio Brailsford Disease, Spinal Sclerosis and is blinded in one eye due to Glaucoma. Because of his condition, Dennis has to get around in a motorised wheelchair, which can be hazardous if you consider the high vehicular and human traffic in practically every corner of our city.
At 47 years of age, Dennis decided to do something meaningful and ventured on a journey of 200 km around Singapore – aptly named Adventure 200 – on a motorised wheelchair. His intention is to raise a total of $200,000 for the Spastic Children’s Association of Singapore (SCAS), and the math works like this = a dollar each for every metre traveled, ie $200,000 for 200,000 metres covered (which is 200 km). Management of the fundraising effort comes from the Start Centre Pte Ltd, and support was provided by various sponsors including the NLB, NParks, and several companies.
It was the best of times, it is the worst of times in this tale of two culinary crises. The first has the potential to be truly cataclysmic, while the second could balloon into a major corporate catastrophe.
How both incidents have rippled through the social media world makes for an interesting study.
On the 3rd day of our Easter holiday, my family and I went to the Collingwood Children’s Farm at the recommendation of Tim Richards, to experience its pastoral pleasures just minutes away from the Melbourne CBD. Apparently, it has a farmer’s market every second Saturday which offered fresh farm grown produce (many organic) from participating farms in the greater Victoria region which surrounded the city of Melbourne. What this meant was that the farms could sell directly to end consumers (many of them were small family-owned establishments) without having to pay middle-men like retailers and distributors their share of the pie.
For a flat fee of just $2 for adults (free for kids), you can visit both the animal farm itself and the farmer’s market too. That’s pretty cheap considering that normal admission prices are about $16 for adults and $8 for kids. Certainly, a delightful way to spend a Saturday morning!
Last week, my family came over to Melbourne during the Easter vacation period and we had a great time discovering different parts of the colourful city together.
We opted for a slightly different itinerary this time around (its the second trip for my family), exploring neighbourhoods that were slightly off the beaten tourist track and enjoying what typical Melburnians would like.
One of the things which truly impressed me about the University of Melbourne was how active its various student organisations are. I do receive daily emails and notices in my student email about various causes to support, talks to attend, concerts to participate in, and groups to join in. Some of the student ECA groups even have job descriptions inked on their websites, complete with the mandatory hours and duties that you need to fulfill.
Whenever I walk around the campus – either en route to the library for studying or the cafeteria for lunch – I notice that there is a constant hive of activity generated by various student clubs, societies and associations. Apparently, there never is a dull moment here. Having gone out of the education system for quite a while, it was interesting to see how various causes were so actively and passionately lobbied by these idealistic youths.
Last Friday, a couple of us decided to walk to campus to check out the night market organised by various student groups. Apparently, this was an annual activity pitched at raising funds for the various societies and clubs.
Street art along a wall in North Richmond
Being an avid runner, I often jog around the Parkville and Carlton areas near my university campus and chance upon street art along various walls, pavements and fences. Some of the air-brushed displays are aesthetically beautifully and probably the result of considerable and painstaking effort to create enduring works of art. Surprisingly, I don’t see that many acts of graffiti which are overtly anti-establishment or vandalistic in nature (or perhaps I haven’t been to those neighbourhoods yet).
While musing on this phenomenon, I chanced upon this interesting article by Mark Holsworth who reported on how several merchants in the Brunswick suburb of Melbourne (just a stone’s throw away from where I am putting up at Carlton) have engaged street artists to decorate their shopfronts. Holsworth highlighted two examples of this could be done tastefully. The first is a convenience store located at the Lygon/Brunswick area:
Giving my two cents worth on Yesterday.sg
At the kind invitation of Yi Xuan from SMU, I had the privilege of attending Podcamp 2.0 – an unconference of sorts organised by SMU, where doyens of the digital space proferred their views and insights on social media. Together with me were several bloggers and podcasters like Claudia, Melvin Yuan, Priscilla Tan, Daniel Tsou and Farinelli (of Tech 65), DK, Coleman, Preetam, Michael Netzley, Amelia Wong and others.
Sharing the story of how the National Heritage Board (NHB) – probably Singapore’s most ancient organisation – could leverage on social media, I hoped that I inspired some of the corporate representatives to venture forth. As an interest-based blog, Yesterday.sg took the slow and steady growth approach and the blog is still going strong after being around for two-and-a-half years (or 31 months to be exact). Social media outreach is a team effort driven by my great colleagues from team CCIP (especially Kim, Wei Chong, Kenny and Roy), as well as our dear Friends of Yesterday who have stuck with us through thick and thin.
Panel discussion on Web 2.0 and Building Online Communities moderated by Mark Laudi
At the invitation of Text 100 and the Singapore IT Federation, I had the privilege of attending the recent Singapore Digital Media Festival 2008 Television 2.0: Internet Services & New Media Mashup.
Together with me were other bloggers and podcasters like Shunjie, Pat Law, Claudia, Bernard, Darryl, Daniel, Coleman, Clapping Trees, Preetam, Howie (from The Digital Movement), Andrew Peters, Shalabh, the Tech65 crew, and a few others.
