Mobile Apps in Asia : Where would you put your money?

Mobile Apps in Asia : Where would you put your money?

Of course we have heard – ‘Mobile is the future’. But the question is Where? How ? Why?
Line, Whatsapp, We Chat and Kakao Talk are the most prominent apps in the region.
But If you had the power to decide, where would you put your money?

Here is the quick rule of thumb to know which platform to be on. Do note that this analysis is just done on the basis of # of users and market capitalisation metrics (as of today):

1) China, Malaysia: We Chat
2) Japan and Thailand: Line
3) South Korea: Kakao Talk

Now, if you ask me where I where I would put money, I’d say, We Chat.

The reason is simple: When you put money in an ecosystem, people don’t leave. We Chat has been succeeding in creating a powerful ecosystem with virtual wallet integration.

In the region, We Chat gave users the opportunity to give Hong Bao (red envelopes) to their relatives through the app. The campaign was a huge success with over 5 million users giving gift envelopes with different amounts of money to their relatives.

We Chat is also looking at providing capabilities to pay for ‘taxis’ or go ‘dutch’ in restaurants. In spite of We Chat facing increasing scrutiny from banking regulators over their use of virtual wallets and payment apps, I believe that introducing money into the ecosystem will ensure that users don’t switch to other competing apps.

And of course, like all messaging apps, it is inevitable that we will be there because all our friends are there too!

Without a doubt, you don’t want to pay your friend 6 dollars and 45 cents in Cash when all your friends split the cost of the meal on We Chat.

STAEDTLER – Leo Burnett

STAEDTLER  - Leo Burnett

I am biased towards videos, but this print ad really made me stop and think.

Today, all of us have started to use digital sketch pads to draw, doodle and squiggle. However, this smart ad reminds all of us where these design icon originated from – Simple pencil and paper.

This ad is pure genius. Afterall, this is where it all begins…

The real scene with Facebook Contests

The real scene with Facebook Contests

Some time back, face book users were not allowed to like or share photos to be able to enter a contest. But now, that has changed.

On August 27th 2013, Facebook announced that they changed the terms of the pages to make it easier for all sizes of businesses to run contests and promotions on their timelines. (Yaay!)

Finally now small businesses can:
1) Collect entries by having users post on the page or comment/ like a page post
2) Collect entries by having users message the page
3) Utilize likes as a voting mechanism

Here is a quick summarized list of what you can and cannot do:

What You Can Do:
1) Require people to like a post and/or comment on a post to be entered
2) Require that someone post something directly on your timeline to enter (could be a text post or a photo)
3) Use likes as a voting method (either liking a post or photo on your timeline)
4) Require that someone message your page to enter
5) Announce the winner of the contest on your page
6) Require that to win the prize, entrants come back to your page to see who has won the contest
7) Use a Like button plugin on a website as a voting mechanism
8) Use an app plugin to post an entry to your contest directly on your page
9) Run your contest through a Facebook app

What You Can’t Do:
1) Require that people share a post or photo to be entered
2) Require someone to post something on their own personal timeline or a friend’s timeline to enter
3) Require people to tag themselves in a photo to either vote or enter
4) Have anyone who likes your page be entered to win (contest does not take place on the timeline)

Hopefully, this table makes it quite easy to understand the new terms and conditions for face book contests. Personally, I am glad that we are back to simply liking and sharing photos and posts. Face book apps are complicated and costly. Apps are something that only big businesses (with big budgets) can use. For the rest of us, (thankfully) the sun is still shining @Facebook.com :)

Krungsri Bank (Thailand) introduces Condo Vending Machines

Krungsri Bank (Thailand) introduces Condo Vending Machines

Understanding consumer behavior is one of the most essential keys to any successful marketing campaign. Lowe and Partners (marketing agency) was able to innovatively send out an integrated brand message to their target market – young Thai working adults looking to stay in budget condos.

In Bangkok, it takes approximately 2 hours to reach one’s work place due to the intensive traffic. Therefore, a lot of people prefer the sky train as a mode of transport. Lowe and Partners saw this as an opportunity to get closer to their target market.

During their research, Lowe and Partners understood that buying a condo is a low priority for these young busy individuals who would generally stay with their parents. Krungsri Bank wanted to give these young individuals a chance to own their own condo by giving them a 100 loan to value with fast approval. Therefore, instead of taking the consumers to the bank, they took the bank to the consumers. Lowe and Partners installed Condo Vending Machines at key sky train stations where commuters could simply scan a QR code of a condo to get information about the Condo and the mortgage loan that Krungsri Bank was offering.

Condo vending machines gave commuters the ability to buy a condo as easily as they could buy a bag of chips. This concept in itself is not just novel but integrated with the key marketing message of Krungsri Bank.

Ofcourse, no campaign is complete without support media. Lowe and Partners choose exactly “on the move” support media to further intensify the core message to the specific target market.

Condo Vending Machines is an innovative marketing concept which promotes the core campaign message. With a limited marketing budget of hardly $200,000(USD), the campaign was able to increase the number of applicants by 40%.

The vending machine concept to sell condominiums is surely an innovative campaign with a definate high recall value. As promised, Krungsri Bank surely changed a longer commute to a short journey home.

Krungsri Bank (Thailand) introduces Condo Vending Machines

Krungsri Bank (Thailand) introduces Condo Vending Machines

Understanding consumer behavior is one of the most essential keys to any successful marketing campaign. Lowe and Partners (marketing agency) was able to innovatively send out an integrated brand message to their target market – young Thai working adults looking to stay in budget condos.

In Bangkok, it takes approximately 2 hours to reach one’s work place due to the intensive traffic. Therefore, a lot of people prefer the sky train as a mode of transport. Lowe and Partners saw this as an opportunity to get closer to their target market.

During their research, Lowe and Partners understood that buying a condo is a low priority for these young busy individuals who would generally stay with their parents. Krungsri Bank wanted to give these young individuals a chance to own their own condo by giving them a 100 loan to value with fast approval. Therefore, instead of taking the consumers to the bank, they took the bank to the consumers. Lowe and Partners installed Condo Vending Machines at key sky train stations where commuters could simply scan a QR code of a condo to get information about the Condo and the mortgage loan that Krungsri Bank was offering.

Condo vending machines gave commuters the ability to buy a condo as easily as they could buy a bag of chips. This concept in itself is not just novel but integrated with the key marketing message of Krungsri Bank.

Ofcourse, no campaign is complete without support media. Lowe and Partners choose exactly “on the move” support media to further intensify the core message to the specific target market.

Condo Vending Machines is an innovative marketing concept which promotes the core campaign message. With a limited marketing budget of hardly $200,000(USD), the campaign was able to increase the number of applicants by 40%.

The vending machine concept to sell condominiums is surely an innovative campaign with a definate high recall value. As promised, Krungsri Bank surely changed a longer commute to a short journey home.

Nestle uses brain waves to create art

Nestle uses brain waves to create art

“Have a break. Have a Kit Kat!” is Kit Kat’s tagline that all of us are extremely familiar with.

Nestle Kit Kat found an innovative way to show their target audience (Youth between 18- 24 years old) as to why they should take a break and why they should have a Kit Kat.

Nestle wired up students to headsets to track their brain waves and create art. Depending on the relaxation level of the individual different color schemes and shapes are formed on the screen.

Half way through the activity, Nestle prompted us to eat a Kit Kat and see how the relaxation levels change thus forming new brain art pieces.

Participants who entered the brain booth also got to take home a personalized piece of brain art they created.

“Break Art by Kit Kat is the first time a brand has managed to showcase how having a break has physical changes to one’s brain waves, and this further strengthens the Kit Kat message that taking breaks is important and good for you,” said Magdalene Tan, group brand manager for Nestle Singapore.

The campaign also tied well to social media where an app measured a person’ smile and encouraged Kit Kat consumers to create their break art at home.

Today, brands are increasingly relying on technology to be more innovative in their marketing campaigns. The ‘Break Art’ by Kit Kat campaign surely is an extremely novel way to reinforce Kit Kat’s core brand message to their target audience.

For me, the next time I take a break, I will surely think about having a Kit Kat !