Posts filed under ‘outdoor’

Singapore – big plans for a small island

Alefiyah (MindShare, Singapore) writes:

Formula1. Terminal 3 (T3) at Changi. Integrated Resorts (IR).

Big things are happening in a small country.

These three economic drivers in Singapore can change the way we do business within our industry. It can be the Big Switch for us.

But first, let’s take a glance at the scale of change within each.

One: Formula 1 – Getting Singapore on the ‘fast track’

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Having won the rights to host a first ever night Grand Prix for the next five years, the government is all set to have the event & it’s city state, publicized across the world.

Inevitable, of course, are the gains it will get through the influx of tourists and like revenue, which will work towards fulfilling the 2015 target of the Tourism Board:

1. Tripling Tourism Receipts to S$30 billion,
2. Doubling visitor arrivals to 17 million, and creating
3. Additional 100,000 jobs in the services sector
(Source : STB)

Read the Reuters article for more details about the same.

We could lead this race with the host of business opportunities and partnerships it presents. The possibilities are endless…

Two : A new travel Experience at T3 in Changi, Singapore

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T3 promises to change the globe trotters travel experience, with its 5 storey high, vertical “Green Wall” garden, 70 Retail & Shopping stores and 30 F&B outlets. Besides this, the automated ‘Baggage Sortation System’ and 9 storey airport hotel promise to transform Changi into the foremost among Airports.
3. The Emerging Opportunities with IR’s in Singapore

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With people spoilt for choice in goods, products and services, not only marketers, but even tourism boards vie with each other to capture the attention and wallet of the consumer-traveler.

Within Asia, we have centers of pulsating change : The Shanghai’s face lift, the upcoming new West Kowloon cultural centre in Hong Kong, Integrated resorts in Khao Lak, Thailand, and Formula one and the KLCC project in Malaysia.

Shedding a few inhibitions, Singapore is aggressively launching its two Integrated Resorts at Marina Bay and Sentosa. These will convert 57 hectares of land into an offering of Theme Parks, Resorts, Hotels, Restaurants, Shopping malls, convention & exhibition space, museums, theatres and casinos.

It will feed the tourism revenues with about 35,000 jobs in the hospitality sector: Retail, Exhibition, Hotel, F&B and Aviation.

For more details on the IR read Prime Minister Lee Hsien Loong’s speech in Parliament.

It’s impossible not to get effected by this change. There is an urgent need to establish our stance within the “Business” in Communication & Media. Retail, Content & Films and Sports Partnerships will thrive. They are expected to. Pertinent is the ‘scale’ on which we do business that will make all the difference.

If the fields of competition are open to all, and this is where the consumer is going to be, we should be in the race.

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May 15, 2007 at 6:39 am 1 comment

“Being Spaces” in Bangkok

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Ju writes (MindShare, Regional) writes:

Anyone monitoring consumer lifestyle trends couldn’t have missed out the concept of “Being Spaces“, put forth by trendwatching.com, described as: “commercial living-room-like settings, where catering and entertainment aren’t just the main attraction, but are there to facilitate small office/living room activities like watching a movie, reading a book, meeting friends and colleagues, or doing your admin.

Starbucks is a great example on a global scale, while many companies in Japan, China and South-Korea offer deluxe gaming and manga-reading facilities, as well as semi-private DVD booths.

BEING SPACES charge us for eating, drinking, playing, listening, surfing, working, or meeting, just as we would at home or in the office, while successfully reintegrating us into city life.”

The trend is rapidly catching on among the young and urban in Bangkok, unsuprisingly, considering these factors: a) the need to avoid the notoriously congested traffic and jam-packed public transportation by remaining in one spot for as long as possible, b) the desire for new, private experiences that set them slightly apart from the masses yet keep them wired to trendy offerings in an urban setting, and most importantly, c) the emphasis on design and beauty that came together with the explosion of the indie scene in 2005, unique among Bangkok youth. The buzz word “dek naew“, a term coined by the local media used to describe the young followers of the indie arts and culture who “wouldn’t be caught dead in Louis Vuitton or Gucci”. Two years later, the ‘dek naew’ rage has quietened, but the concept of counter-culture and the backlash against mainstream culture has already become deeply rooted in the mindsets of the creatively hip and trendy, paving the way for the birth of informal social networking activities like Pecha Kucha nights.

Leading the “BEING SPACES’ trend in Bangkok, local cable, internet, and mobile conglomerate True already has 4 such ‘lifestyle shops’, offering services that range from DVD-watching spaces to wireless iPod stations to live music sessions by indie artists. The services offered vary appropriately, according to the location and the group it caters to. My guess is it’s the chilled-out hippies and tourists in Kao Sarn, the designer-artists-creatives group in Thong Lo, the wired and flashy upscale at Siam Paragon, and the young, trendy teens at Siam Square.

Apart from established spots like The Style by Toyota, Thailand Creative and Design Center (TCDC), House Cinema, Playground, and the new Central World Plaza which brands itself as ‘the largest lifestyle shopping complex’, the most recent addition to this scene is The Third Place, which positions itself as a place to live, work, and play, with a club where members pay a fee to hang out in an informal work space complete with all the office facilities (fax, printer, scanner, photocopier), conference rooms, board games and even a garden terrace. You can check out the ambience in the video below:

Another signal alerting the re-arranging of social network structures in Asia, as people seek out open platforms to socialize both on and offline.

February 19, 2007 at 12:50 pm 8 comments

Branding with barcodes in Japan

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Shardul (MindShare, Japan) writes:

A highly innovative way through which new media has been created in Japan:

All of us know about barcodes. They are the black and white stripes which store machine readable information. But they are dull, to say the least, and almost always ignored by both marketers and consumers.

Design Barcode, a Japanese four-man agency, has converted these barcodes into a new avenue of advertising. They have redesigned the black and white stripes space to incorporate images. For example, for the weight loss company Jenny Craig, the barcode becomes the waistband of a pair of pants; a code for the Hiroshima Museum takes the shape of a mushroom cloud.

This piece of innovation won the agency a Titanium Lion at the International Advertising Festival in Cannes. Here’s a video showing some of their ideas.

Will people notice these redesigned barcodes? I think that in the initial stages, the uniqueness of these barcodes will ensure that people pay attention to them. Post that period however, it will be up to good old creativity to ensure attention and message communication.

For more on this story, visit Springwise: Repacking Barcodes

February 10, 2007 at 11:30 am 1 comment

Japanese street mob stunt. Inspired by flashmobbing?


James (MindShare regional team, Singapore) writes:

Apart from it being hilarious, all I know about this is what I read at youtube, after finding it via Paul at weird news asia:

This is a clip from ‘Troop of One Hundred’, taken from a Japanese comedy/prank show, where a 100 people chase after random strangers and you see their reactions. Totally harmless but their reactions are priceless.

This is the first time I’ve actually seen something that looks like flashmobbing in Asia. I guess it’s not really flashmobbing, because it’s staged for a TV show, rather than ‘born’ spontaneously from digital and social media.

To find out more about flashmobbing, with some incredible examples, go to wikipedia, where you’ll find this definition

flash mob describes a group of people who assemble suddenly in a public place, do something unusual for a brief period of time, and then quickly disperse. They are usually organized with the help of the Internet or other digital communications networks.

Has anybody seen examples of flashmobbing in Asia yet?

January 16, 2007 at 1:42 am 2 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

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


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