Passionland

This is a case study from the most favourite speaker (I guest) in 3rd AMPF (Asia Pacific Media Forum) in Bali 4-6 June 2008. The speaker is Kentaro Kimura, creative director & account planner Hakuhodo KETTLE Inc Japan. His presentation was about “How to Boil The World ? Bringing the Moment in Media”. According to Kentaro San, one thing that make an activity become so special is “the moment” because “the moment” will give new life or momentum for a product or brand.

There is 3 steps to bring the moment for your consumers :

1. Find the moment - the most relevant place and time for your product interact with the consumers

2. Create the moment - how you design the event and offer brand experience that attract the audiences

3. Fuel the moment - how you connect the consumers with the brand, let them participate and spread excitement and enthusiasm to the others.

May be this video from Sony Bravia will tell more than words to explain how the brand try to give not only a message of color but experience playing color by inviting Tokyo’s citizen to”COLOR TOKYO” (the campaign).

Maybe this isn’t the first in Indonesia, i dunno… But Naif has joined the international ranks of Radiohead, Mars Volta and The White Stripes by selling their album on a USB device… Abroad, the price is waaay higher than a typical music album on a CD format, maybe as high as three times… To compensate, labels are inserting more artworks and of course, due to the format, they are able to include the music video in the album… But, there’s no release on how much Naif will sell their USB album yet, we’ll just have to wait for that one…

Apparently, Naif is copying or rather, applying what the big artists are doing abroad… last year, Prince released his album freely in England, bundled with The Evening Standard Saturday edition… by lunch time, the newspaper is nowhere to be found. HMV, the biggest record store in the UK, even bought 300 copies of the newspaper and reasoned that they are a music store, hence they can sell anything if it contains music, albeit the sell… As for Naif’s case, not so long ago, i think it was last month’s edition, Naif newest album “Let’s Go” was bundled with Rolling Stones magazine, and the same happened, the magazine was nowhere to be found in such short time… Now, although me or other people might not agree to the “music album for free” practice, but i can’t help but think, if i were rolling stones magazine i’d find other artists to do it again with… heck, my publication was a sold out!!

This is an outstanding example of a brand experience tightly woven around a community’s interest. We have already known about co-branding between Nike and iPod. One of Nike’s product, Nike+Sport kit wirelessly connect Nike shoes to iPod nano. While running, iPod not only playing music but is also recording how far or fast we run. But not only record our data, Nike also facilitate us to upload the running data to nikeplus.com, to which we connect with running community’s all over the world and create fantastic brand experience. We can chart all our runs, plot our routes using Google maps, download music for next run, set running goals, or even compete with fellow runners from other country and track progress against them.

PO Nusantara and PT Indosat offered cyber bus service operated in Java island. They used Volvo 12,000 cc to serve family and company with brand “Omahmlaku” (Javanese word means mobile home). It can be used for traveling, meeting, or special event like road show promo. You can rent Omahmlaku with price 5 millions rupiahs/day.

Omahmlaku offers mobile entertainment consist of 3 LCD TV, karaoke, home theatre, massage chair, Playstation 2, and internet connection using 3,5G Indosat. It is equipped with double bed, toilet, dinning set and kitchen.

Are you looking for an unusual meeting room or luxury bus for travelling ? May be this cyber bus will become one of the alternatives.

Chatting on a cell phone is so 2001. These days the average mobile phone user in Japan is more likely to be online: updating a blog, tapping out e-mails, reading books, playing video games, or just surfing the Web. Japan’s largest wireless operator, NTT DoCoMo (DCM), says revenues from mobile data transmissions have climbed 11.6% over four years through the March, 2008, fiscal yearend, while revenues from voice calls have fallen 19%. The trend should continue for some time.

Japan’s advanced wireless networks offer some of the fastest data-transmission speeds in the world, and that has helped usher in a new era for mobile Internet services. Some services are practical, such as Mobile Healthcare’s LifeWatcher, which lets diabetes patients keep tabs on the nutritional value of every meal. Others are frivolous, such as J-Magic’s Kaocheki, which matches your photo with the Japanese celebrity you most closely resemble.