Posts filed under ‘australia’

Asian youth and the mobile phone

Ju (MindShare, Regional Insights) writes:

mobilelife.jpgThe mobile phone has become an indispensible equipment for Asian youth. PwC’s 2007 survey of nearly 8,000 of their staff from 17 countries around the world (78% aged between 16-34 yrs) revealed a whopping 98% mobile penetration rate in Asia-Pacific countries, with a significantly lower 62% fixed-line penetration rate.

The first Asia Scout Network pan-regional summary report by MindShare is therefore dedicated to the mobile phone – how mobiles mold the lifestyles of Asian youth and vice versa.  Findings are based on updates on the Asia Scout Network blog from our city scouts in Tokyo, Singapore, Jakarta, Bangkok, Sydney, Shanghai, and Kuala Lumpur.

The headlines are:
1) Asian youth pimp their mobiles
2) Mobilizing communities
3) Japan’s contagious QR codes
4) Mobile multimedia gains momentum
5) Making ‘Hero’ features visible
6) What lies beyond

Download the full report:asia-scout-network-the-mobile-life.pdf

August 28, 2007 at 3:00 am 2 comments

Blurring of worlds in Australia

Angela (MindShare, Melbourne) writes:

I’m sure you’re familiar with the 3-D virtual world that is Second Life. Maybe you even form part of its 5.8 million residents that inhabit Second Life’s virtual space and contribute to its annual daily spend of some US$1m+ (that’s about $267m in Linden Dollars) to purchase anything and everything from skin, clothes, islands and cars.

Whether you’re a Second Life addict or virgin; I suggest you take a look at SBS’s podcast of a young Australian couple’s blurring of the real and virtual world. Is this a snippet into future consumer behaviour on a grand scale or an isolated fanatical incident?


April 30, 2007 at 8:14 am 3 comments

Australian bank invents iPodinomics


Paul (MindShare, Bangkok) writes:

The famous Big Mac Index, developed by the Economist Magazine over 20 yrs ago, now has a new challenger in the form of the Ipod. Burgernomics is based on the theory of purchasing-power parity, the notion that a dollar should buy the same amount in all countries.

The people at Commenwealth Securities in Australia believe that their IPod Index is superior to the Big Mac index for a number of reasons. Read more here: The CommSec iPod Index.

Here’s how Asia compares:

CommSec iPod nano index, 2 gigabytes, US dollars, January 2007

Brazil $327.71
India $222.27
Sweden $213.03
Denmark $208.25
Belgium $205.81
France $205.80
Finland $205.80
Ireland $205.79
UK $195.04
Austria $192.86
Netherlands $192.86
Spain $192.86
Italy $192.86
Germany $192.46
China $179.84
Korea $176.17
Switzerland $175.59
NZ $172.53
Australia $172.36
Taiwan $164.88
Singapore $161.25
Mexico $154.46
US $149.00
Japan $147.63
Hong Kong $147.63

February 13, 2007 at 2:34 pm 1 comment

IBM stages Australian Open in Second Life

James (MindShare regional team, Singapore) writes:

I just found this via Andrew (MindShare Melbourne) at his great blog Under the Rotunda  . Above is a rather crude demo video, but the plan is to recreate live matches. It seems quite ambitious. There’s a great write-up at The Age:

 IBM, which provides the IT services and technology backbone for Tennis Australia’s Grand Slam tournament, has built a three dimensional facsimile of the Melbourne Tennis Centre complex inside a virtual world called Second Life.

Over the duration of the two week tournament, data will be fed from games in the real Rod Laver Arena into the unreal one, nano seconds after happens.

The feed will come from game-tracking technologies such as the line-calling system HawkEye, PointTracker which plots shots and ball trajectories and Speed Serve which clocks the players’ serves.

Computers then crunch the numbers to recreate the positioning of the ball inside the virtual stadium. And avatars, 3-D characters representing the players, can simulate strokes made by Roger Federer or Alicia Molik – or whoever is playing at the time.

Interestingly, IBM has made it an exclusive experience:

The bad news is that tickets to the virtual centre court may be harder to come by than ones to the real thing. Mr Kasell says that, at least for the duration of the tournament, IBM is keeping this an invitation-only affair.

January 16, 2007 at 1:17 am 4 comments

Australia: World’s first magazine on a bottle

James (MindShare regional team, Singapore) writes:

Springwise just published its Top 10 Media & Publishing Business Ideas of 2006.

Frankly they’re all worth reading and considering for the future. But the winner in my mind came from Melbourne Australia – iLove, the world’s first magazine on a bottle. This concept just cries out to everybody else across the region…now what ELSE can we attach a magazine to?

Here are some of the facts behind iLove (according to the brand’s site!)

  • iLove is a 32-page glossy women’s magazine contained within the label of a quality 600ml spring water and is published in six separate editions monthly.
  • iLove is the world’s first magazine on a bottle and Australia’s hottest new magazine targeting the young trendy woman “on the go”.
  • iLove readers are passionate about getting hold of another version of iLove every time they buy bottled water for more of the fun and quirky pages of relationships, fashion, beauty, nightlife, eating, health, music and just some plain laugh-out-loud stories.
  • iLove readers love the magazine because they can read it anywhere – carry it in their purse when they are traveling, use it as a shopping reference and take advantage of deals on-the-spot at leading boutiques and other retailers.

Also at the site, here’s three reasons why you should advertise with iLove…

  • You buy only once, but your ads are published four times over two weeks.
  • iLove perfectly targets the health and style-conscious consumer.
  • Over 4 million women buy at least one 600ml bottled water every week! Even our modest target for market share will make iLove Australia’s biggest-selling magazine. 

January 4, 2007 at 1:28 pm 6 comments

Adidas & Robbie in Oz – Let me entertain you


Angela (MindShare Melbourne) writes:

Robbie Williams: showman and consummate entertainer. At his recent Close Encounters tour in Australia the British icon did more than sell music and his sexy bad-boy image to 490,000 animated fans. He sold us Adidas.

The branded content was a perfect extension of his Adidas association with the ‘Rudebox’ album. Custom made Adidas tracksuits were shaking the stage and the three stripes and originals logos intertwined with Robbie screen visuals.   I left the concert with 3 thoughts. 1/ who’s the lucky girl tonight? 2/ where do I get a Robbie’s original RPW adidas hoodie?  3/ how many millions did adidas pay to secure the concert deal? I have the answers to all 3, but my lips are sealed on #1!!  

According to official Adidas reports, it was Robbie Williams who approached them to investigate the possibility of custom-made tracksuits for the cover of his ‘Rudebox’ album to compliment a line in his song –  “A.D.I.D.A.S. Old school ‘cos it’s the best”.

The company was “happy to enter into this project” . 300 super-limited edition tracksuits went on sale exclusively at 10 Adidas Originals stores across the globe in October. Hong Kong was the only Asia Pacific store to receive any.   There’s no mention of a monetary exchange, and Robbie is not listed as having as a sponsorship partner with the sports brand.  

This relationship is a brand’s ultimate dream – A global star who wears his philanthropic heart and beloved three stripes on his sleeve.  Robbie, you can entertain me with Adidas anytime! 

January 4, 2007 at 3:06 am 2 comments

Deep insights into 2007 media outlook

 James (Singapore) writes:

I just finished reading this new short pdf report MindShare Australia media outlook 2007 written by Ashley in our MindShare Melbourne office. Everybody in every market should read this. It’s packed with insight, opinion, grounded in fact and…most rare of all…it’s written very nicely indeed.

Here are a few of my favourite passages. But I do urge you to download and read for yourselves:

On dealing:

“…Deals will still be important in a soft and short market, but require a tactical strategy to take advantage of any short term opportunities. Long lead times are still required to lock away key inventory like “Must Watch” TV shows or Landmark Outdoor sites. Book 80% of a campaign longterm and use the remaining 20% as short term leverage. Trade! Negotiate end of month specials. Move weeks around. Constantly improve discounts and added value. It will require patience from our clients and persistence from the MindShare buying team to play the cat-mouse game to make the most gains.”

On cross platform deals: 

“…Rather than concentrate on how to make revenue from cross platform deals maybe Television Networks should employ these platforms to have two-way dialogue with audiences. Find out what they really want, rather than relying on people meters and audience figures to tell them a show isn’t working. Repeat episodes of CSI disrespects a viewers intelligence. Moving the Sopranos timeslot to midnight annoys loyalists. Scheduling series 3 of Desperate Housewives, Lost and Prison Break months after it’s gone to air in the States stimulates USA downloads or Chinese pirated copies. Consumers don’t want to wait for content anymore and the TV Networks are slow to listen. 

On rising production costs:

Production costs are a double-edged sword. You have to invest in order to retain or grow audience share. You need to create compelling and new content, which costs money.The rise in costs are blamed on several factors, including larger casts (and support/productionstaff), more complex plot and location filming (e.g. Lost), and overall higher production qualitystandards (e.g. CSI).

“At the end of the day, costs, whether they are talent costs, production costs, marketing costs,etc., are going to align themselves with reality”. News Corp COO Peter Chernin.”

On outdoor battlefield shifting indoors:

“…The only true mass medium remaining is Outdoor. And in an era of convergence and cross platform integration, this will be where Outdoor positions itself in the future. After a period of consolidations with traditional outdoor formats of street furniture and large format, the landscape has been conquered by APN, Eye, Network Outdoor and JC Decaux.The new battle ground has shifted indoors to Supermarkets and Shopping Centres….consolidation is inevitable. Fragmentation is happening within media”

2007: The year of dialogue

“….The 2007 media landscape will be one shaped by “dialogue” as traditional media figure out ways to create conversations with its audience rather than a monologue at them. And it will the “new” media that gives them that capability…”

December 19, 2006 at 8:41 am Leave a comment

What Ozzie clients want

Maree (MindShare regional team, HK) writes:

I thought this was an interesting article regarding collaboration and the issues of who owns the idea. Sorry, the full article was in Australia’s AdNews which requires subscription, but I’ll share some top quotes for those outside Australia. The article covers a panel discussion at last week’s Marketing & Communications Summit in Sydney

John Casey, Vodafone CMO: “I have no expectation that my agency can do everything. What I’m looking for from them is a straight-up conversation about what those gaps are so then we can work collaboratively to identify how to best fill those gaps within our respective strengths.”

Paul Davies, Tourism Australia: “Often I don’t know what a media idea is versus a creative idea, the lines are blurred. The problem with this is we tend to end up playing arbiter in a battle and you don’t want to be in that position as a client. So my question to communications partners is, who’s going to take the lead? In an environment where ideas are coming from lots of different parties, who’s going to take the lead role?”

Ian Alwill, Nestle director marketing & communications: “I don’t care where ideas come from. Historically they’ve come from inside advertising agencies, but I’ve had ideas recently from a media agency, a packaging agency, and we’re managing now to put those entries together earlier in our communications development process. But that does raise the issue of remuneration. How do you deal with that? You don’t want to pay the overheads three times . . . and how do you reward the right [agency] fairly?”

Clearly we’re on the right track with Destination Planning, which provides a stronger structure to the overall communications planning process. But it’s a strong reminder that we also need to have ‘straight-up’ conversations with our clients about our roles and responsibilities with regards to developing ideas.

Any thoughts?

December 11, 2006 at 4:35 am Leave a comment

the big switch of control – from companies to people

MindShare's unofficial uncorporate Asian blog


How to earn prime-time when you can no longer buy it

Monthly archive