Posts filed under ‘malaysia’

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

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August 28, 2007 at 3:00 am 2 comments

Connecting with Malaysian teens through TV

David (MindShare, Thailand) writes:

sunsilkillyana.jpg

From our close relative The Juice comes this item about the continuation of “Impian Illyana” a great piece of integrated TV branded content & activation for SunSilk. Proof that sensitively-produced content can appeal to audiences and work at the checkout.

May 22, 2007 at 9:23 am Leave a comment

More free stuff – check out the b-side

James (MindShare Asia-Pacific) writes:

Continuing on the theme of outstanding open source thinking and sharing, don’t miss this great presentation on convergence, given by the super-smart Brian Tiong last month at the Malaysian media congress. Do spend some time at Brian’s excellent blog  b-side which he writes from Singapore and packs with useful data and opinions.


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May 3, 2007 at 5:26 am Leave a comment

Malaysia’s Justin Timberlake Brings Muslim Values Back

Yasmin and Liyana (MindShare, Malaysia) writes:

At first glance, Malaysia’s latest singing phenomenon looks like a Southeast Asian version of Justin Timberlake, with his slim build and closely-cropped hair. But this is where the similarities end. While JT sings about bringing “Sexy Back”, Mawi, as this unlikely pop idol is known, uses his latest album to bring the Quran back onto the airwaves for Malaysia’s youth. This 25 year old from a poor agricultural village sells more albums of religious tunes and Islamic verses than Justin Timberlake and other global acts. Mawi won the local equivalent of ‘Pop Idol’ by a landslide, motivated millions to purchase the products he endorsed, and has even unintentionally spawned the phenomenon of “Mawi headscarves” among Malay women.

Here’s a video compilation of his performances, with fans looking on in adoration:

So what propelled this average Joe to unprecedented heights of popularity? Timing has a lot to do with it. Alienated by the US-led war on terror, public opinion in the Islamic world, including here in moderate Malaysia, has gradually shifted away from a US-centric world view towards other alternatives. Along comes Mawi, who tries to pursue a career in the competitive entertainment world without compromising on traditional Islamic values. Among a sea of local Hollywood wannabes, Mawi stood out as the first to project a contemporary image yet stay true to Muslim values, winning over legions of Malay fans in the process.

The growing preference for local idols is reflected in the consumers’ brand choices too. According to MindShare’s 3D Research, Malays are more likely than before to opt for local brands. A local coffee brand infused with traditional herbs is giving established international beverages a run for their money, and a similar scenario can be seen in other product categories. For the new generation of middle income Malays, who make up the majority of the Malaysian population, foreign does not necessarily equal aspirational. The growing recognition for homegrown heroes means global brands need to seek ways to speak to consumers in their own lingo and on their own terms.

April 1, 2007 at 3:17 pm 7 comments


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