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).

Look at this unusual billboard from Nestle, very creative and entertaining. Looks like the angel and birds can’t help their self to bite those attempting chocolates.

Life-size stickers of people were stuck on automatic sliding doors at a mall in Mumbai, India.When someone approaches, the doors move apart and it feels like the people on the door are moving away. The person entering finds the message: ”People move away when you have body odor”.    A print of a cup of Folgers coffee was placed on top of manhole covers in New York City, USA. Holes on the print allow the steam to come out. Wording around the cup reads: “Hey, City That Never Sleeps. Wake up. Folgers.”  A creative ad by Mini Cooper placed at the Zurich, Switzerland train station, shows people climbing into or out of the car, when they are actually entering or exiting stairs.    A giant mirror was built that allowed passers-by to stop and look at themselves wearing Individual clothes at a shopping mall in Tokyo, Japan.   An advertisement found in Malaysia.A sticker was placed on the high voltage box depicting that powerful Duracell.   

So many rumors about Jay-Z lately after his resignation in Def Jam Recordings. Many people said he’ll join with Apple guy, Steve Jobs. But finally another surprise from him. He decided to join with one agency which is 49% owned by Interpublic Group, called Translation Advertising. This company founded by Steve Stoute and some shares already sold to IPG for about $10-15 million. Jay-Z said in an interview in the New York Times that his role at Translation Advertising would be “to offer his creative and entrepreneurial ideas.” Mr. Stoute described it as not “day-to-day operations,” but rather “using his eye, his taste, his understanding of the culture.” Is it a trend? Because not only Jay-Z, but also Spike Lee leads an agency, Spike DDB, that is part of the DDB Worldwide division of Omnicom. And Damon Dash has announced the start-up of BlockSavvy.com, an interactive ad agency and social-networking Web site. Yeah but the point is the future of advertising is to more understand the culture of the customers. Customers is the king! Hello Ahmad Dhani. Do you want to create an ads agency too? Please come to Octovate Group. Or maybe Dian Sastro, Sandra Dewi, Luna Maya and another beautiful ladies? Wow wow more welcome to you all. 

First off, I’m not taking sides or anything, cause I kinda hate the subject, but I really dig this Political campaign of Obama. It’s beautifully done. I like the poster done by Obey. Man, Obey did your poster what more could you ask.

Better yet, will.i.am sung your song.

And it stuck in my head “Yes We Can.” that’s a really powerful line man “Yes We Can.”