Durex are famously bold with their advertising and this latest ad is no exception, posted up to Sina Weibo after the election results were announced.
From China a nice cartoon based website to promote a range of mobile phones.
In the super crowded world on communication around mobile devices, it’s Interesting to see the approach this approach that mixes illustrations and a nice soundtrack simply to present a simple catalogue of mobile phones.
From China, a website that in Italian I would call very “tamarro” (almost impossible to translate this in English – maybe it’s “yobbe”, any suggestion from an Italian who isn’t on holiday yet, will be very appreciated!). It’s for the Chevrolet Cruze and it definitely features a “macho” approach to communication which I found quite surprising for the Asian market.
On top of discovering the car model and it racing competitions, you can also “virtually pimp” your Chevrolet. The customization engine is quite rich, and you can create horrible car to share with your mates. Yes, because pimping is all about sharing, so after you are done with your masterpiece you can then save it as wallpaper for your computer, mobile phone or MSN avatar.
In China, Bayer has recently launched a website to promote its Saridon medicine usually prescribed to fight headache.
Of course language is an issue but I found the project interesting both for its tone of voice and, more in general, for the same use of the web for pharmaceutical marketing which sounded (at least to me) pretty new.
Leo Burnett China for Y+ Yoga Center. This campaign just won the Silver Drum at the Golden Drum advertising festival in Slovenia. It is really interactive!
Advertisers targeting Chinese people at the next Olympic games in Beijing in 2008 will have to think different and forget about the traditional “soft and fuzzy”. Quoted on The Guardian, Tom Doctoroff, the chief executive of advertising agency JWT greater China and area director of north-east Asia says:“Don’t go soft and fuzzy in the western humankind brotherhood tradition. Chinawill view the games with completely different eyes. Chinese revere and fear winners. You should directly link the product with the conquering spirit of the victors”.
The Chinese market is huge and therefore extremely attractive, but brands need to learn playing by the rules, the rules provided by the government but also the rules set by the Chinese culture and tradition.
China is going to expand its censorship controls to text messages sent with mobile phones. BBC News reports today, saying that new regulations have been issued to filter messages for pornographic or fraudulent content (of course they don’t say this is a mean to target political dissidents). A lot of people will have to start paying attention to their love messages: “I love you” will still be allowed, while “I want you” might be seriously evaluated before approval…
Chinese are going crazy for SMS. They sent about 15.6 billion short messages through their mobile phones during January, with a rise of 91 percent over the same period last year. Yahoo! News reports, adding that short messages are popular in China because of their low cost and efficiency, with subscribers paying on average about 0.1 yuan (0.01 US dollar) for each message.
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