BCA Flazz Parking test

January 31st, 2010 Posted in Advertising, Just4fun review No comments »

I am bit curious with BCA flazz advertising which said it faster than cash when we paid the parking ticket.. is it true..? Especially they use Rp 2.000  as the bench mark.

And then I decided to check it myself… :) , I know the ad is exaggerated, most of the ad are, but it will be nice to see how many second actually Flazz competed the transaction compare to hard cash. First here is the advertisement :

Yesterday I did a small “parking” test, somewhere in SCBD to measure “time to complete parking ticket transaction” using Flazz card, Rp.2.000 and Rp. 20.000 denominator. Same location, same car, same driver, same parking gate, same parking cost (Rp. 2.000).

For each denominator, I did it only once so it is far from perfect study and it just for fun only. The timing is measured from the cashier receive the money or card to the gate fully open. and the result is as follows (rounded to the closest second):

  • The Flazz Card: Time needed to complete the transaction : 14 second
  • The Rp. 2.000 denominator : Time needed to complete the transaction : 4 second
  • The Rp. 20.000 Denominator : Time needed to complete the transaction : 13 second

With this scenario, I think Flazz Card will not beat the “uang pas” and it may need same timing to complete the transaction if the cashier have to give you exchange money. However Flazz will always give you peace of mind knowing that you always have just enough money for most of the things, more to convenience rather than faster transaction I suppose.

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Tory advert, really tore my eyes and ears

January 28th, 2010 Posted in Advertising, New product launch No comments »

At first when I saw this ad, It really annoy me, is Garuda Food losing their touch?  or do they have other tricks in their sleeve.  But now I think I know where it lead to… Annoying at first and later can be turn into funny ad as you see in this series of ads, which I am sure they copy the concept.

I am not really agree with copying, but who cares…! This series of ads will give you a hint what are they going to do next… So bear with me… :)

First, I am sure they got the idea from this ad (http://www.youtube.com/watch?v=IDnOlcBZxH4)

read more on tory advertising

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If its too rational, it doesnt make sense

January 23rd, 2010 Posted in Advertising, Marketing chat, Research No comments »

When discussing result study on advertising, most of the time we heard consumers complaining that the ad is “un-realistic” or irrational. Some of clients taking it very seriously and wants to change the ad to make it more “realistic” or rational.

Unless it draw very negative feeling among the potential consumers, I will suggest that some “un-realistic” component in the ad can be a good thing. I’d rather focus on whether the ad can communicate the brand clearly, or is the message can be understood, or is the ad unique and not to be confused with other brands.

Make the ad “rational” will potentially make it losing  its wow factor, become plain and easily forgettable. An ad should tell the story, an enjoyable story telling that is, especially if we want to talk about the image to create emotional appeal.

Consumers will understand, it only an Ad,  they want to be entertained and most of their purchase is not based on rational anyway. So if your ad is too rational, it does not make sense even to the eyes of consumers.

One of good example of ad is Gulaku, I love the way they tell story about the humble sugar… very magical… can’t imagine if they are using rational approach… here is the ad.. enjoy..

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2009 Indonesia advertising spend

January 20th, 2010 Posted in Advertising, Market Update 3 comments »

Nielsen Indonesia just released 2009 Advertising spend to public and they give me permission to share it in this blog. Before reading this further, please read the note first:

“Nielsen Advertising Services dihitung berdasarkan gross rate card, tanpa menghitung diskon, promo, dll.”

Ok, now some important figures:

  • Total Spending 48.5 trillions Rups (+16%)
    • 29 + trillion spent on TV (+14%)
    • 16 + trillion spent on Newspaper (+23%)
    • 1 + trillion spend on Magz (+6%)

The biggest category advertised on TV are : Telco, Clove Cigarettes, Hair Care, Government & Politics, Facial Care, Hotline & Partyline, Snacks & Biscuits, Laundry Products, Coffee & Tea, Fruit & Vegetable Juice

While the biggest Company spender on TV : AXIS, Aqua, 3 (Three), Excelcomindo XL, Clear Anti Ketombe, Indosat M3, Mie Sedaap, Presidential Candidate, Rinso, Telkomsel

See the slideshow below (wait to load the data..).

To navigate  slideshow : Click Left = Previous Pict, Middle-Left= Full screen, Middle right = Play and stop, Right= Next Pict

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For more information Please contact:

Maika Randini/Pahala Sigiro/Ditha Yuri Utami

Business Development, Nielsen Media Research

Ph. (021) 521 2200 ext 189/231/321 Fax. (021) 521 1927

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Have a Joyful life…

January 14th, 2010 Posted in Advertising, Brand "You" No comments »

There is a debate whether joy is the same as happy… many will say “no”… Happiness usually because something  happened (see the similar word.. Happy-Happened). There is a cause to make you happy.  You are happy because… have salary increased, promoted, got a jack-pot, graduated etc etc…

But for Joy, we do not need a cause or something to happened first. It’s about ecstatic feeling, excited, keen pleasure, great delight or a deep emotion toward something. We do not need to be happy to enjoy something, but joy can be a caused to be happy.

Just look at the kids, they enjoy almost every single things.. rain, flowers, your office, etc, for them the world is just their very big play ground. Baby and adolescence smile more than adult, we as adult probably start forgetting how to play and take everything for granted. We can’t see the flower bloom, feel the fresh air, hear bird chirping in the morning or the taste of the food that we eat. We think more about problems and forgot enjoying the life we live.

Let’s reclaim our joy, we may be not happy with the work, or have problems in our relationship, but we can still enjoy many things… friendship, food, music, weather etc etc… it will make us smile more often, more playful, have more energy, more relax. By just doing that,  some problems may just disappear. So start enjoying your day today…

But wait… how do we  know that we have a joyful day…? Easy… When the day ended, we are so excited and looking forward for tomorrow..

This article inspired by Mr. Teguh Yunanto. (he won’t share his facebook account to me, don’t know why.. :) ) who showed me an ad from a company. The ad is quite inspiring and make him typed the wording in his IPod.. here it is the ad:

On the back of this three letter word, we built a company.
Independent of everyone,
Accountable to no one but our customers.
We do not build cars.
We are the creators of emotion.
We are the guardians of emotion.
We the guardians of ecstasy, the thrills and chills,
the laughs and smiles and all the words that can’t be found in a dictionary.
We are the joy of Driving.
No car company can rival our history.
Replicate our passion.
See our vision.
Innovation is our backbone, but Joy is our heart.
We will not stray from our three-letter purpose. We will nurture it.
We will make Joy smarter. We will push it, test it, break it – then build it again.
More efficient, more dynamic.
We will give the world the keys to Joy, and they will take it for a ride.
And while others try to promise everything, we promise one.
The most personal, cherished and human of all emotions.
This is the story of BMW.
This the story of Joy.

So… Have a joyful life anyone…

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