ThinkNoLimit Marketing Coaching

HKET fan page

2010-07-06T11:17:00.003+08:00

Ask yourself as a FB user or a user of any social media : under what circumstances would you share a page, a video or any news ? Either you find it useful or funny for others to enjoy. So in this case, if you don't find the HKET page useful, you just won't share it. Would such lucky draw boost the number of people sharing the page ? Some people may be attracted but I suspect most of us won't really bother. Try paying people to become a fan of your page ? You will need to pay more. LOL

LION ZACT smoke stain removing toothpaste

2010-06-28T10:42:00.005+08:00

It's quite a laugh with the play of words and the old 賭聖 movie. It's not a sophisticated kind of humour but it catches your attention and makes you remember. Positioned specifically to smokers, this smoke stain removing toothpaste has been around for ages. Compared with whitening toothpaste, the potential market size is much smaller. Yet the bigger whitening market is occupied by bigger brands like Colgate and Darlie. Smaller brand can still have a chance to succeed by occupying a specific niche.

Kimberly Clark print ad

2010-06-09T11:05:00.006+08:00

Tissue paper, like many other FMCG products, is a saturated market. Brands are competing for market share while there is literal no market growth. Kleenex, Andrex and Scott are the first comers that developed the category. Yet over the years, their shares are eaten up by other cheaper alternative brands. Why ? First the category is generic in the sense that there is minimal product differences among different brands. Second, the more well-known brands did not invest much in marketing communications. Now it's all too late. Will consumers buy more of these three brands because it is a famous international company that produce them ? It gets consumers more confused in a way. What are the differences among the three brands ?

Nestea print ad

2010-06-02T12:55:00.004+08:00

Let me use textbook theories to explain the intention behind this consecutive ads. Print advertising is an one-way non-personal communications. It's not easy to grab people's attention and reader involvement is low in the communication with print ad. So we need to think of a good way to involve and engage the readers better : give them an IQ test. Better still, if the IQ test is related to our product, we can do the selling at the same time. Prefect thinking but the result like this is more like a self-talking piece. I consider myself educated and got some IQ.... I still can't understand the questions and answers.

Support the 2012 constitutional package !

2010-05-25T11:33:00.002+08:00

Will you be more inclined to support the 2012 constitutional package after watching this ad ? It just provokes more criticisms. Advocacy advertising is an two-edge sword and it's not easy to handle. When done badly, it would only work against you. Advertising is considered not so credible and using advertising to advocate an issue would easily attract more rejections and cynicism. Our government should learn more from the political advertising in countries like the US and the UK . They have one common characteristic, that is, emotional appeal.

芬達 Fanta Da咩"火羅"!

2010-05-06T12:20:00.002+08:00

What does it mean by Da咩"火羅" ? Da咩 is Japanese meaning No/Stop. "火羅" is Cantonese slang meaning embarrassment. So the ad is trying to say you are smart drinking Fanta and there is no more embarrassment. Yes yes yes you are clever enough to understand what Da咩"火羅" means and there is no need for me to explain. This was exactly what I had in mind when I heard the radio ad of Fanta explaining what Da咩"火羅" means ! The ad is intended to create some kind of new buzzword for the young in the hope that it will be a 潮語 among them. Yet it is feared that this new buzzword is not understood. So an radio ad is produced to explain. Who planned all these ? The adult marketers. Buzz is not created by advertising. It tells in your face. It's not quite the way of communications to the young.

PCCW Wi-Fi promotion

2010-05-04T11:05:00.002+08:00

PCCW Wi-Fi is offering 2-month free trial of its hotspot Wi-Fi service. Don't get too excited about it. First, only users of mobile phone can enjoy this free trial. Why ? Data volumes used by mobile phones are usually smaller than computers. So it would be safe to offer free trial to mobile phone users only. Even if many people try it for free at the same time, the network wouldn't be overloaded so that the speed experience is maintained. Another catch is that the ad trumpets about the 100M speed. Yet in fact it's only available at certain hotspots only... how much longer can telco kid consumers with small prints ? I wonder.

Supor ad

2010-04-27T11:09:00.003+08:00

When I saw this ad, I said to myself I must be getting old and dumb. I didn't understand this clever ad. It's selling non-stick pan alright but there is a creative idea which I found it hard to understand. I tried look at it closely, turn it upside down and even flipped a few pages of the magazine to look for follow-up explanation, presumably it's a teaser. None... I managed to figure it out after spending some more time on it... know what it's about ?

Heineken Italy Case Study

2010-04-21T17:38:00.003+08:00

Thanks to a friend who sent me this. This video only lasts 5 minutes or so. It's worth the time to watch it and think it over. Everyone is talking about the importance of social media in marketing communications. It's free and it can reach the younger generation. Is it simply about posting your TVC onto YouTube ? And you expect people to send and share it ? If it's not creative or anything funny, people would not share it at all. Heineken here is a good example. You may call it a PR stunt, with the use of internet to spread it out.

得力素能量糖

2010-04-13T10:37:00.002+08:00

得力素, Detrox, is such a long forgotten brand name. It was a glucose drink at the start and later diversified into lemon candy with glucose in the middle, said to be healthy (because of the Vitamin C) and give you the energy (because of the glucose). Now it re-appears as a candy that gives you brain energy after so many years. Does the positioning sound familiar ? It's like the candy version of Lucozade. Will that sell ? Maybe. If consumers buy on the brain energy positioning of Lucozade, there may be room for a brain energy candy which is more convenient. Yet it will takes a lot of resources and commitment to build/re-build such a brand.

5 GUM TVCs

2010-04-01T11:41:00.001+08:00

Quite many people are talking about the new launch of GUM 5 by Wrigley's. I bet the heated talk abouts must be generated by the TVCs and the packaging design which resembles to condom packs. I have clipped all three ads from YouTube for your enjoyment. The campaign has centred around taste sensation. No doubt these are great ads which are of high production value as well as successfully set up the expectation and build up the excitement for trial. The risk is there when consumers try it and find the taste nothing special. It will become an over-claim and the heat will only be like fireworks that last for a short while.

道地清烏龍TVC

2010-03-30T11:16:00.004+08:00

This must be a pretty memorable ad, probably not because of Andy Lau but the cute monkeys. Ads of 道地 TVCs is very consistent over the years. Andy Lau, the natural environment, and the soothing feeling of the music. I suppose 道地 is the leader in bottled tea. Does such consistency in advertising have anything to do with its leadership position ? Well sales do not depend solely on advertising but consistency in advertising would definitely give you a better chance to build the brand in the mind. Back to this ad. It's about a new product called 清烏龍 with the selling points of 茶清解渴 and 真正茶味. It's nothing special at all. What's the point ...

McDonald's 35th anniversary promotion

2010-03-24T11:49:00.003+08:00

McDonald's has been with us for 35 long years and it's definitely part of HK people's life. I scratch my head when it only chooses to use the anniversary to do price-cut promotions. It can do better than that as it should be a good excuse to strike a chord with the consumers. I can only imagine it needs to face the reality : it needs to generate higher revenue to make up with the rise in rent. The sad part is that promotions after promotions like this will only project a cheap eat image for the brand.

The new Park'n Shop TVC

2010-03-22T12:42:00.003+08:00

I'm confused when I see this new TVC of Park'n Shop. I just find it hard to appreciate the thinking behind it. Wellcome and Park'n Shop have been competing on the low price image for so many years. Now Park'n Shop has seemed to give up on that. From 日日慳 to 日日賺, I can understand it wants to say that its products are worth the money you pay. Yet it looks like a confession that it's not the cheapest retailer.

Sponsorship by Jackeline Beauty

2010-03-18T11:38:00.001+08:00

This sponsorship makes some sense indeed. Teenagers having serious acnes would suffer from confidence and social problems. Joined some social work organizations, Jackeline has set up a charitable organization called "Ching Chung" where it's giving away its treatment to 100 teenagers. The idea is great. It's doing some good and it's worth letting consumers know. But such an in-your-face ad is a bit too much. Since it's PR idea, maybe it's better to use PR to let people know.

H2O+ Collagen 8000

2010-03-16T11:14:00.002+08:00

Said to improve skin complexion, collagen drinks have been around for about 6 years. The most pronounced brand is Fancl House. On and off there are brands going in and out into the market with advertising investments. It seems there must be some loyalists who really believe in collagen drinks. As a late comer brand, H2O+ has taken a direct competitive approach of dosage comparison. It has 8,000 mg of collagen and so it's said to be the most effective. This ad has been launched for a week or so and here comes the Consumer Council's report on the effectiveness of collagen drinks yesterday. I wouldn't call it hard luck for H2O. Everyone in the health supplement business know collagen drink doesn't work at all. If people still decide to put in big money to kid consumers, it's their choice and they deserve having their fingers burned.

Mazola TVC

2010-03-10T10:56:00.005+08:00

This ad must be inspired by the movie 家有囍事 way back in the 90's. It plays parody with the role of 吳君如 in the movie. You would be able to get the joke only if you watched the movie before. Those who watched it before should be 30+ old, i.e. the target audience supposedly. You may or may not like the parody with 家有囍事 as the idea. The learning is that by parodying with a popular memorable movie, we can home in on a particular target audience.

Classified Post fuel

2010-03-04T15:59:00.003+08:00

If you take MTR recently, you may have seen this ad in MTR lightboxes. It's like a launch ad for a new free job/career magazine called fuel published by Classified Post. It's distributed free every Friday. Free job/career magazine is nothing new under the sun. I just wonder how it is different from others or how it can break through the same old same old like the ad says. Tried to find out more from the Classified Post webiste. It doesn't look too much like a breakthrough in any sense. Is it ad over-claiming ? Let's grab a copy on Friday and judge.

Guess what brand of DC is being advertised ~

2010-03-01T13:03:00.003+08:00

Play this ad and stop at about the 20 second mark. Guess what brand of DC is being advertised. Most of us would have thought it's Canon. No, it's Nikon. The execution is similar to Canon's ads again. One may argue that all DC ads should look similar as most of them are playing with the common category motivator : capturing the happy moments. True in a way and it's a creative challenge. Canon is the market leader and advertises more. The only way out for Nikon is to try harder and look different. Ok.... good creative is not easy to come by.... at least the branding in the ad can be played up...

Post resumes on Feb 24 ~

2010-02-13T13:46:00.000+08:00

Coke CNY TVC

2010-02-12T12:23:00.007+08:00

Sharing with friends has long been a category motivator Coke trying to own. If you review the TVCs of Coke, you can easily find the element of sharing in many of them. This ad is also about sharing with friends in the festive season of CNY. Obviously the thinking behind it comes from the observation that young people today are heavy users of instant messengers and web video conferencing and hence the idea. Yet there is a very fundamental issue with this TVC. That is, why TVC in the first place ? If we believe they spend most of their time on the computer ... Another problem is that kids hate to be told what to do. The adults (who do the ad) sometimes fail to realize that.

Fedex print ad

2010-02-10T10:38:00.001+08:00

Photo hunt ad is commonly used to grab readers' attention, increase involvement and make them remember the message. This Fedex tries to play with photo hunt to talk about the difference between two of its services, one cheaper and one more expensive. The ad seems to work to get people read the ad yet it can be done better to connect the play of the two photos with the message.

陽光檸檬茶 TVC

2010-02-05T10:45:00.000+08:00

Is it a good move to come up with a new version of a popular ad of the past ? The song, the romance and the directorship, unquestionably the old 陽光檸檬茶 TVC is a classic. Some people may tend to compare the old and the new and argue which one is better. There is no point arguing about that. It is a good ad so long as it works to appeal to the target audience. The old one managed to do so as it was new and fresh in the advertising scene at that time. Over the year, there have been many emotional appeal ads with similar blends of song + romance. Since the target audience were born in the 90's and hadn't seen the old version before, it may just be another ad similar to what they have seen many times. It is actually their parents resonating with this ad. Note young people are rebellious. They hate what their parents like. This ad may just remind the young people 陽光檸檬茶 belongs to their parents' generation and provokes the "not-for-me" thought.

Clorox promotion

2010-02-03T10:21:00.000+08:00

Other than confectionery products, pre-Chinese New Year is the season for promoting household cleaning products. How about having someone to do the clean-up for you ? Clorox is having a promotion to give away 2-hour cleaning service by HK Employment Development Service. It's not a bad promotion idea at all but 2 hours is definitely not long enough if one wants to have the whole flat thoroughly cleaned for the new year. We all have budget constraint understandably and it's a trade-off between number of prizes and the size of the prize (length of the cleaning service in this case). In fact, it can be potentially turned into a societal promotion initiative, more for brand building than sales generation. The mechanics can be the same but the saying in the ad can be twisted a bit to do that.

Colgate Sensitive Teeth Toothpaste sampling promotion

2010-01-29T10:38:00.000+08:00

If you want to try Colgate Sensitive Teeth Toothpaste, here is your chance. You just need to buy it anywhere and send back your receipt to get your money back. It's probably a mechanic we should learn from when we do sampling. Easy and simple. Worried about the administrative works involved ? Contract it out to a third party. Seems it has contracted the tedious handling to a company called ActMedia. By giving out free samples with such a generous mechanics, it will add credibility to your products that it works too. Not bad at all.

Manning's Nutritionists

2010-01-27T10:37:00.001+08:00

Mannings has come up with an ad talking about their nutritionists. Note that nutritionist is different from dietitian. To qualify as dietitian, you will need to complete internship and exams to get registered. Like this ad says, there is no accreditation system for dietitian in HK and it is only available elsewhere overseas. There are limited number of registered dietitians, like 200-300, in HK while they are either practicing privately or working in public health services. In recent years, both Mannings and Watson's are trumpeting about professional care with the presence of pharmacists and so called 營養師 but their 營養師 are not actually registered dietitians. On and off we hear some negative coverage that their nutritionists are in fact product promoters rather than giving neutral professional advice (note registered dietitians are not supposed to sell products). To counter the negative publicity, Mannings has come up with this ad to "clarify". Will it work ? It reminds us to be careful instead. At the end, it boils down to the purpose of employing these nutritionists. Just for the image ? No way. They are supposed to help sell more.

Swine flu vaccination TVC

2010-01-22T10:38:00.001+08:00

Just came across this TVC on YouTube. Who would have posted such this ad ? Someone in the government you bet. YouTube is about sharing. People would only share something worth sharing. It's not funny, not creative and not obscene. Would you share this ad ? Nowadays advertisers upload their TVC onto YouTube as a standard act and hope they would be shared and viewed as a free medium. Yet it boils down to whether your ad is creative in the first place.

The swine flu vaccination campaign is another learning about advertising. The government has been airing this ad quite heavily for a while. It fails to jet up the number of people taking it. Why ? Because there have been negative publicities about the safety of it. It shows PR is more credible. If the government is to push any policy, it will have to improve the PR initiatives, not advertising. Yet looking at then increasing number of public affair ads in recent years, it doesn't quite understand the power of PR.

Konew Financial Express

2010-01-20T10:33:00.000+08:00

Didn't have much time to watch TV lately but lucky me, I saw this full version of the new TVC of Konew. It lasted 2 minutes. Here it is for your enjoyment. You may like it or you may hate it but you would appreciate the production value of this TVC. It seems it is really committed to building a brand in the property-based loan financing market. It's always good strategy to build a brand in a specific segment of the market. Yet I'm worried that spending on marketing communications in such a fast pace is like firework display at the end. Sustainability is more crucial as brand building takes a long time.

位元堂養陰丸

2010-01-13T11:21:00.000+08:00

位元堂養陰丸 is a health supplement which has been around for a very long time. User imagery is associated with the mature, older people aged 50+ years old. There should be some die-hard users among this consumer group but they are now exposed to a lot of choices of health supplements and competition is very keen. One strategy for 位元堂養陰丸 is of course to stick to the same target segment and invest to compete with other brands/products. Another strategy is to diversify into other consumer segments. It seems the latter is adopted in this case. However, I feel it is too ambitious to jump to cover all walks of life, from kids to the aged. Such jump is not so credible and maybe it should have made the attempt to target the next younger age bracket as the first step, i.e., 40 - 50 years old consumers.

海天堂 x 黃飛鴻

2010-01-08T11:25:00.005+08:00

The founder of 海天堂, 吳耀明先生, keeps enjoying the fun of self-pleasuring. He has been investing quite a lot in TV advertising and he has become the icon of the brand. He is also the pioneer of rejuvenating the aged 龜苓膏 category by coming up with different new products : 龜苓膠, 龜苓茶, 龜苓糖... for more convenient consumption by all walks of life. Most of the TVCs are not great at all except this 海天堂 x 黃飛鴻 campaign. It's still self-pleasuring but at least it's fun to watch and attention-grabbing in the current boring ad scene.

7-Eleven Hello Kitty promotion again

2010-01-06T11:58:00.000+08:00

Here we go again ! With the same old Hello Kitty, it's not easy to come up with new promotion idea where a lot of gimmicks have been used before. The mechanics is the same old "spend n collect" but I have to say the promotion TVC is quite enjoyable playing on good old childhood memories. It's obvioulsy targeting those under 25 but savouring childhood romance is one thing, wearing a Hello Kitty wrist chain is another. I would be surprised if there are people who are willing to wear it ... LOL.

Wii Sport TVC

2010-01-04T12:11:00.003+08:00

Seen this series of TVCs during the Christmas season ? There are like 4-5 versions featuring 洪金寶 playing different games with different people. It's just a simple demonstration to show that Wii is fun for all age groups. The campaign has caught the right timing of the festive season where people might buy it as gift for fun sharing during the holidays. Right product, right timing. I bet quite a bit of products should be sold with this campaign.

樓上燕窩莊 rebranding

2009-12-28T11:23:00.005+08:00

Received a mailer from a company called "樓上". If you have never heard of 樓上燕窩莊, you just wouldn't be able to figure out what company it is. 樓上燕窩莊, as the name implies, used to be specialized in bird nest. All its shops are located within commercial buildings and supposedly it can save on rents and offer consumers better prices, hence the name. Originally, it would be good to be small and focused on a specific speciality with a name to establish a perception in the mind of the consumers. The trouble comes from the intention of expansion. It now has 20 stores around town selling more than bird nest, ranging from Japanese imported food to ox sauce, like a mini supermarket. The result is a pretty odd name, 樓上, to tell consumers they are no longer selling bird nest only while keeping some association with 樓上燕窩莊 ...

Cordlife Advertorial

2009-12-21T14:13:00.005+08:00

Advertorial is an advertisement in the disguise of editorial. It's difficult to be done well. Most advertorials can be easily identified to be long-copy ads where no one will read them. Here is a good example we can learn from. First the layout should look similar to that of the editorials of the magazine you place your advertorial in. Second, you need a headline that doesn't look like an ad headline. Finally, branding is important but you will need to be subtle. Readers will turn away if you place big product shots, big logos in the advertorial. The key is to attract people to read. Branding or mention of your brand can be added near the end of the advertorial.

The problem with celebrites

2009-12-18T15:38:00.002+08:00

BRAND'S essence of chicken has launched a new TVC. Still remember the last campaign with Eason Chan in it ? If we put the two TVC side by side, you will see the new one is a disappointment. Why ? By the use of big celebrity like Eason Chan, certainly you will get fast spread awareness, create credibility and generate word of mouth. Yet when you can't afford the celebrity at later stage, all the magics will be gone at once. It's worth a second thought about using celebrities indeed. Somehow it's a road with no return. What you get is inconsistency at the end.

Lipton TVC

2009-12-15T11:11:00.000+08:00

The latest TVC of Lipton tries to equate the consumption with hugging to depict the warm hearty feeling of the consumption. It's a sound attempt but the association between hug and tea consumption is rather far-fetched. Consumers may find it difficult to associate. I wonder if it would be better to skip the hug idea and just use the touching scenes to express the consumption experience.

Ribena TVC

2009-12-14T10:45:00.004+08:00

This is a low cost animation production playing with the rather popular TV show 超級巨聲. It's not a great idea but the message is clear "Ribena is made from blackcurrant, rich in Vitamin C". The ad compares blackcurrant with grape. Is it trying to counter other grape juice products like Minute Maid ? Or is it trying to clarify that Ribena is not made from grape ? For an established brand like Ribena where there is no more new news about the product function, maybe it would better to strengthen the brand on the emotional ground.

Repaire print ad

2009-12-10T10:05:00.000+08:00

In recent years, there has been an upspring of "doctor alternative" products. The most pronounced phenomenon is the growth of the health supplement category. Some companies are also eyeing on the business of the dentists. In addition to teeth whitening treatment products that are said to be comparable to the treatments in dental clinics, here comes a product said to restore decay. What will come next ? In a way, these products discourage people to seek proper professional treatments. Maybe it's time for the dental association to combat with this trend with PR, for the benefits of the dentists.

Mazola Cooking Spray

2009-12-09T11:37:00.004+08:00

The household consumption of cooking oil must be on decline or with no growth. People eat out and for those who really cook at home, they use less oil due to health concern. Brands are competing for market share with price as it's not easy to come up with real product differentiation to win. Cooking oil is cooking oil after all. This cooking spray is meant to meet the health trend of using less oil. Will it sell ? The thinking may be good : "People are using less cooking oil anyway. So let them use less and provide the convenience with a spray container. We can probably ask for a higher price." Yet it reminds some smart consumers to make their own home-made version : Just put the cooking oil into a spray bottle. It's much more economical. LOL.

IKEA TVC

2009-12-08T11:32:00.003+08:00

IKEA is airing a new campaign. The message is "IKEA is offering unbeatable prices to everyone". It reminds me of the latest Mannings TVC. In the Mannings TVC, it says "it provides personal caring services to everyone". The creative ideas are different but the messages are pretty similar. Can we call them idea twins ? Both companies belong to the Dairy Farm group. Are they having the same agency ?

Dove Campaign

2009-12-07T10:59:00.003+08:00

You wouldn't miss this campaign of Dove. There are TVC, print and outdoor. As most of us know, chocolate is a mood elevator and many people, especially ladies, take it as a treat to pamper and relax. The campaign tries to have Dove to own such category motivator. The strategy is sound but the creative idea is rather questionable. The analogy with taking medicine is not quite a good association.

1010 Next G TVC

2009-12-04T11:11:00.002+08:00

Different legends in history have made use of different tootls to influence the world. That's the analogy for selling 1010 Next G mobile data service. Bruce Lee, Martin Luther King and JFK. The target audience may be aspired to these legends but still is the analogy a bit too "big" ? it just gives me goose bump... I wonder why it doesn't mention Obama and his Blackberry... LOL

Wing Hang tax loan TVC

2009-12-03T11:37:00.003+08:00

Tax paying season is around the corner. Presumably tax loan is quite a big market and many banks and financial institutions are spending big in communications. Wing Hang is a bank with low recall and awareness but you must be aware that it's quite committed to the tax loan market over the years. Each year it launches a new TVC with 鄭中基. When you see 鄭中基 at this time of the year, you would be reminded of Wing Hang for tax loan. That's the upside of using the same celebrity in a consistent manner over time. Yet you may run into the risk of having a serivce or a company too attached with a celebrity. Imagine if that celebrity is no longer used, due to budget or whatever reasons, all the association effects will be gone at once. It can be quite fragile.

Some interesting ads for sharing ~

2009-12-01T10:28:00.000+08:00

Konew Financial Express

2009-11-30T11:22:00.005+08:00

Positioning is about focus. There are many financial institutions offering re-mortgage service. It seems Konew is the one that concentrates on this business. Positioning is about relativity to your competitors. In the case of Konew, it stresses on the simple application and speedy approval compared with the banks. Positioning is also about money. You need enough money to communicate your positioning and occupy the consumer mind. Basically Konew has all what it takes. Too bad the infomercials really suck ...

Mannings TVC

2009-11-27T10:46:00.003+08:00

It seems that Mannings has come up with a good direction for its thematic TVC this time round. As the distribution strategy, it has been opening small stores in housing estates in order to compete with the independent neighbourhood drugstores. Services of these neighbourhood stores are more personalized and this is what chained stores are weak in. So it's logical for Mannings to air a thematic TVC project a warm, caring and personal image. Yet as we all know those neighbourhood drugstores also offer better prices on many popular items like milk powders, nappies, toothpastes and so on . Price differential is fundamental in shaping shopping habit. So even with an TVC like this, Mannings will not completely replace the business of those drugstores.

Nestle Excel TVC

2009-11-24T11:22:00.004+08:00

Since the incidence of 三聚青胺, consumers have lost confidence in all milk products made in China. Parents are now buying Japanese brands of milk powders for their children. It's an interesting phenomenon that most consumers see Japan as the country of origin for high quality milk products, rather than anywhere else. In reality, there are many countries that produce high quality milk products, like Australia, New Zealand, Holland and so on. Why do consumers consider Japan as the top of mind choice ? I don't have an exact answer and maybe consumers feel that Japan is an Asian country and its milk formulae are more suitable for the Asians. This Nestle Excel TVC stresses on the Swiss origin. Will it be able to win over the perception ? I doubt it.

Emperor Bullion TVC

2009-11-23T10:53:00.002+08:00

Thought about investing in gold ? Gold hasn't been a popular investment tool compared with stocks, mutual funds and foreign currencies. It's kind of forgotten. Yet lately you just don't need to be a professional investor to hear the news that the price of gold has been on the surge. If you have heard about the gold price surge and watched this TVC, you will probably be moved to consider investing in gold. Gold is about power, security and happiness. It's quite a good emotional ad.

HK Broadband TVC

2009-11-20T11:41:00.002+08:00

Everybody can afford 100M broadband service as it's only HK$99 a month. Isn't this Hong Kong Broadband TVC a bit disappointing in terms of creativity ? The production value looks quite high though. There are different scenes and if the Lamborghini is not computer-retouched onto the scene, you will need to either move the car around to different places or build different sets. It's costly either way. The only merit of this ad is that the Lamborghini becomes the mnemonic device of the speedy broadband and it can be easily applied in different 2D media. Yet compared with the previous Ads of HK Broadband, I still prefer the creative idea driven ones of the past.

Yahoo! Infomercial

2009-11-19T12:48:00.004+08:00

Yahoo! has been airing an infomerical on TVB. It tells us the most searched buzzwords of today. It's something nice to know but why does Yahoo! do that ? Tell us that it's the number one search engine in Hong Kong ? Perhaps. So as to promote the search traffic to the site in a soft-selling, indirect way ? Maybe. Or it tries to promote the Most Searched Buzzword site, buzz.yahoo.com.hk ? Have a look at this site. What's the thinking behind it ? I wonder if this is a new serach advertising option for advertisers or it's simply intended for projecting the search engine leadership image.

Minute Maid grape juice + aloe

2009-11-17T11:46:00.003+08:00

I was wondering how Coke wants to manage the Minute Maid brand when I see this launch of grape juice + aloe bits variant. When it launched the brand with major investment, it launched 果粒橙 and later on, 西柚橙. I thought it was intended to stand for pulpy juice. Now it launched grape juice + aloe bits. Does it want the brand to stand for juice with fruit bits or something else ? What a brand stands for would depend on the products launched under it. Let's keep track of what Coke will do to manage this brand which is still at the early stage. It could be a learning example of brand management.

Double A TVC

2009-11-16T12:46:00.003+08:00

This TVC must have been "inspired" by the Transformer movie. You may say it's not so creative but at least it's conveying the no paper jam positioning. In fact our rational mind tells us that this positioning is not believable. If your photocopier is old and lacks maintenance, all brands of paper will jam anyway. Double A is no exception. Nevertheless, advertising would wash your brain when repeated many times and perception is reality. Your photocopier still jams with Double A as you would expect. You still prefer it as you may believe it jams more with other brands.

海天堂!!!

2009-11-13T11:41:00.005+08:00

If there were censorship on bad taste TVCs, this should be banned. It's an eye sore. The intention of getting association with the East Asian Games is obvious. How on earth would consumers find the association between 龜苓膏 and the East Asian Games relevant in the first place ?! 中國人再無東亞病夫 ?! It even plays on Patriotism as well ! Isn't that too big for selling 龜苓膏 ?! LOL Thanks to the founder of 海天堂, 吳耀明先生, we can have some good laughs from time to time.

Cafe De Coral Dairy Abalone

2009-11-12T11:03:00.006+08:00

When my dad saw this TVC, he said : "what kind of abalone can Cafe De Coral offer you ?". This is exactly the doubt of the consumers. Cafe De Coral, as we all know, is a fastfood chain and it means cheap eat. If the price of this abalone menu is low, people would doubt the quality of the abalone. On the other hand, if Cafe De Coral is trying to trade up with this abalone menu, asking for more bugs, people will find it not so worthwhile as fastfood chain should still mean cheap eat. Cafe De Coral has been advertising different novelty ingredients, which is a good strategy to project a quality food image. Yet it's a bit overdone this time round while getting itself into a paradox... a bit 走火入魔...

Pizza Hut's new pizza again.....

2009-11-11T10:01:00.002+08:00

When I saw this new pizza of Pizza Hut, I bursted into laughters. The new pizzas of Pizza Hut are getting more "creative" (or gimmicky). Can we call that pizza anymore ? I'm sure there will be smiley face pizza later... One would argue young people like newness and you will need to have some new items on the menu to attract them to come over and over again. True, but it's getting overdone. Putting sarcasm aside, if the leader in pizza is messing up with its pizza, there may be room for a pizza restaurant chain to stress on authentic pizza as the positioning. Target segment can be the richer mature group. Remember how Triple O and other premium Burger chains get shares of the burger market from McDonald's ?

Head & Shoulder Strong Hair

2009-11-10T14:46:00.002+08:00

Speaking of shampoos and shampoos specifically for men, Head & Shoulder has yet again launched a new formula, Strong Hair. It's said to protect you from dandruff as well as keep your hair strong. 甄子丹 is employed as the spokesperson. Although he may be the man role model and admired by the women who buy shampoos for their men, he doesn't really have the thick hair to sell strong hair... LOL...

澳雪HD漢方洗髮露

2009-11-09T14:05:00.003+08:00

Since the success of 霸王 and the launch of Rejoice 漢方防掉髮, it seems a new 漢方 arena has been created in the shampoo market. More brands are launching 漢方 shampoos with 漢方 as the base for different consumer needs, like 澳雪HD漢方洗髮露 which is an anti-dandruff. With different brands investing, I'm sure the 澳雪 concept will get bigger and represent a major sub-category in shampoo market. There must be consumers shifting to 漢方 for initial trial but let's see which brand can sustain. Based on the concept of positioning, only one or maybe two can own 漢方.

Essential Shampoo TVC

2009-11-06T10:27:00.002+08:00

On and off, we see imported TVCs from Japan like this one. The ad is in original Japanese voice-over with Chinese subtitles at the beginning. It's not too easy to catch what they are saying. There is a comedy actress called 小靜. I don't know her... is she well-known ? Celebrities are often used in Japanese ads but not all of them are known by HK consumers. If this 小靜 is not that well-known, the first 10 seconds can be saved in fact...

Park'n Shop Money Back

2009-11-05T15:00:00.004+08:00

Park'n Shop asks consumers to print discount coupons for items on special promotions. You can choose and print the coupons of your choice. It seems Park'n Shop has just been taking Money Back as an initiative to promote what it wants to promote. In fact, Money Back can be very powerful if it's used for database marketing. When a customer uses Money Back card, each purchase could have been stored in the database, like what the customer has bought and at what prices. These data can be analyzed to provide discounts and offers tailored to that specific customer so as to encourage him/her to spend more and increase loyalty. Too bad Park'n is just taking Money Back as a low-level initiative. It's quite a waste after it's been around for so many years.

Cup Noodle print ad

2009-11-04T12:36:00.003+08:00

It's quite a sizable campaign launched by Cup Noodle lately with different media supports. It's basically about the new packaging that is microwavable. It's not quite a big deal but a brand needs marketing communications and product innovations consistently to stay evergreen, even you are the market leader like Cup Noodle. In many cases however, investment in the brand comes too late. Companies and managements like staying in the comfort zone and ignore the need for investing in the brand. "So long as it can sell, why should we spend the money and make our bottom line look bad ?" That's what managers usually have in mind and they will only "do something" when the brand is in trouble. Hope it's not the case for Cup Noodle.

Yes Lady Finance

2009-11-03T11:35:00.002+08:00

Yes Lady Finance, the Chinese name is 發達太太. Just the name will catch our attention I'm sure. It's such a funny brand name for a finance company that lend money to luxury brand hand bag owners. That is, shopaholic women who may have over-spent on shopping of luxury handbags and many other things else. It doesn't come without consumer insight and there could be such need in the market. It just reminds me of the pawn shops in the old days.

Panadol Cough Syrup

2009-11-02T10:37:00.003+08:00

Even if your brand is big, there are still limitations as to what it can extend to. Panadol means pain killing in the minds of the consumers. Stretching it into the cold and flu remedy arena is a bit marginal. People recall 幸福傷風素 better when they need cold and flu remedy. Now it gets into the cold syrup arena. For cough syrup, I can recall 樂信 and 佩夫人. When I look at the ad, the trouble is that there is nothing too special about this new cough syrup except the single-serve sachet packaging. That can be easily copied by any competitor.

Swanson's Chicken Broth TVC

2009-10-30T11:13:00.002+08:00

Here is the consumer insight : All family members are busy. Although the mother has to work, she stills has to take care of the family. So she needs a quick way to make nutritious soup for the family. Swanson's is the solution. The logic of such consumer insight is spelled out in the ad with straightforward selling. And we call this positioning by usage. Is it a good strategy ? One concern is that it's competing against the belief of Chinese that 老火湯 is the best way to take care of the health of the family. To win over this belief, it takes some more support one way or another.

Redoxon TVC

2009-10-29T10:29:00.000+08:00

Vitamin C is quite a generic product. How can you make your brand of Vitamin C differentiated from others ? Redoxon just adds an extra ingredient, Zinc to Vitamin C saying it's more effective. Simple, isn't it ? The strategy is simple and effective as the communication is very single-minded. It's a good example yet there is one thing to note. For any marketing strategy, it takes commitment and resources. This Vitamin C + Zinc is better proposition has been communicated for a long time with a lot of money. It's not easy to hold onto one strategy as it can be changed, forgotten or given up due to change of management.

Windows 7

2009-10-28T10:48:00.000+08:00

The launch of Windows has generated quite a bit of noise worldwide. It's said to have a lot of advantages and to be better than Vista. A friend has posted this Mac ad on Facebook. It's not only a good laugh but it's also quite thought-provoking. Marketers and companies are sometimes self-defeating and give broken promise. Has Mac given broken promises before ? It probably has.

Promise TVC

2009-10-27T12:14:00.002+08:00

Promise is here to help anyone in need. It's quite logical to make use of the Promise girl image built over the years as the icon to further project a helpful image. The trouble with this TVC is that it seems to be a copycat of a previous insurance ad. I can't remember which insurance company exactly. Can you ? After all helpful image is quite generic among banks, insurance companies and financial institutions.

ZYRTEC TVC

2009-10-23T12:21:00.003+08:00

Speaking of creative approach, jingle is another popular way of selling. It has the advantage of generating high recall and brand recognition. Adapted from an old song of 小虎隊, this jingle is quite catchy, isn't it ? Say sayonara to allergies. The benefit is sung out loud repeated in the lyrics. Yet one thing important is missing : the brand name. If we are to use jingle to (hard) sell our product, don't forget to blend in the brand name as well as the benefits in the lyrics. 喇叭牌正露丸 and 位元堂養陰丸 are good references.

Colgate Sensitive Teeth Toothpaste

2009-10-22T12:59:00.002+08:00

Although it's not creative per se, demonstration can sometimes be a strong way to convince consumers. This is another classic. If you pay attention to it, you would probably be convinced too. The trouble is whether you would sit right in front of the TV and watch the whole 30" ad. I'm not saying this is a bad selling approach. The fact is all approaches have different shortcomings. This approach just lacks the stopping power.

Tsubu Tsubu Pulpy Orange Juice

2009-10-21T18:37:00.004+08:00

Tsubu Tsubu is the real pulpy orange juice ! LOL. Minute Maid launched pulpy orange juice and let's ride on the trend created by it ! They have 陳奕迅. Let's get 任賢齊. In order for us to win, we need to highlight we are the real thing, we have more pulps, we are fresher... and let's come up with gimmicky, catchy name : love love 橙. Bingo, we have a winning formula. Don't laugh. These might be what were actually talked about in the boardroom.

Ricola TVC

2009-10-20T13:00:00.003+08:00

Ricola has been around as a herbal candy brand for a long time and it has certain heritage in our minds. Its top of mind awareness is low compared with other pocket candy brands like Extra and Eclipse. On and off, there are some good new products Ricola has put onto the shelves but there has been a lack of marketing communications investment to let consumers know. I bet this TVC is an attempt to uplift the brand awareness and remind consumers it's the original herbal candy from Switzerland. Yet I doubt whether such ad would really be able to revitalize the brand and help generate more sales. What the brand needs is a restart with a winning new product and heavy marketing communications investment on the new product.

On trip from Oct 12 to 19

2009-10-11T23:25:00.001+08:00

I'm out of town from Oct 12 - 19. Daily post resumes on Oct 20. Stay tuned ~

Public Finance TVC

2009-10-09T10:46:00.003+08:00

Ok, things may catch you by surprise. Sometimes you may need extra bugs to solve some immediate problems. It tries to make use of a light-hearted scenario to send the message, unexpected twins at the delivery room. There can be so many scenarios to play with. I just don't know why this is picked. Are we back to the 80's ? Nowadays, you would know ahead of the actual delivery with ultrasonic scan. It wouldn't be a surprise at all ...

Ocean Park Halloween Bash TVC

2009-10-07T12:34:00.004+08:00

Halloween Bash has become the flagship event of Ocean Park. It owns Halloween per se, way ahead of Disneyland (as said in one of my posts, Disneyland shouldn't compete for Halloween with Ocean Park and maybe it can own Christmas instead). For Ocean Park, it's getting more difficult to come up with new elements for the bash year after year. Without new excitement, it will get "tried and tired of" where people will not go there more than once. That's not easy to crack or perhaps it can promote more aggressively to the mainland travelers. Yet, the TVCs produced every year are quite enjoyable and fun.

Canon Legria TVC

2009-10-06T10:40:00.003+08:00

How would you sell a handycam ? The obvious choice is taking the usage route, reminding people of how the handycam can be used in order to trigger the need for it. In the past, handycam was for shooting the life of the new born baby. Now it's for shooting new born doggies. Keeping pets is the trend but we see a lot of new born babies around us this year. If I have to decide, I would still use the baby route as people may find it more worthwhile to invest in a handycam for shooting their babies.

Kowloon Dairy TVC

2009-10-05T10:28:00.003+08:00

Unfortunate encounters are turned into enjoyments with Kowloon Dairy milk because it's so great tasting. Playing on the sound of gulping down milk, this platform has been used for quite many years. Yet, I'm not too sure about the creative idea as I feel the connection is too weak between great taste and the scenarios in the ads. Can better scenarios be picked ? So that audience can understand and appreciate the joke better ? Maybe. I'll leave it to you to think about it.

Happy Holiday

2009-09-30T11:31:00.000+08:00

Happy National Day and Mid-Autumn Festival Holiday. Have a good time !

Daily post resumes on Oct 5. Stay tuned.

Samsung Mirror

2009-09-29T11:26:00.003+08:00

Having two LCD screens, one at the front and another at the back, is not a hugh innovation. When you get on Facebook, you will see a lot of people post photos that are taken by themselves. There seems a consumer need for a DC with two screen for self-phototaking. Yet the question is whether it is a determining feature that drives purchase. Or is it just a nice-to-have ? Will you bet you A&P to shoot a TVC and advertise heavily ?

Fairwood black truffle breakfast TVC

2009-09-28T10:27:00.005+08:00

Black truffle breakfast. We all know it's just a gimmick and we wouldn't expect too much from a HK$20+ breakfast. The ad is quite a surprise though. Long time no see funny ads which play parody with competitors' advertising. 王祖藍 pretends 陳豪 with that pretentious voice and facial expression. It's really funny. Does 泳兒 actually say 麥當勞 ? I have played it for a few time and found out : no, she says "你未 Donald ?". LOL.

Coke Zero TVC

2009-09-25T11:01:00.000+08:00

The message of this ad is simple : same coke taste with zero calorie made possible. The ad is fun to watch with the CG and MV feel. Yet somehow I have watched something similar in the past before. Can't remember if it was from Coke or other brand... does anyone know ?

Abbott EyeQPlus

2009-09-24T10:23:00.004+08:00

It helps you sell better if you have the right brand name. EyeQPlus is quite a good name for communicating the product benefits : for the developments of the eyes and brains of the kids, plus more. Like shampoos, milk powders often come up with new formulae with new ingredients in order to lengthen the product life cycle and stay competitive. FOS, Taurine, Probiotics, just to name a few. Ingredient branding is also often used as a way to increase credibility, memorability and innovativeness in the eyes of the consumers. PhD, it's quite interesting to see Abbott to make up such a fancy name. Who doesn't want her kids to be smart like a PhD ? Yet I feel it's a bit overdone to be credible to the conssumers.

Tempo and Cable TV TVC

2009-09-23T11:32:00.005+08:00

Call me old school again. It always gets on my nerves when I see ads that portray the users as idiots. Tempo is one brand with ads doing that all the time. I fell from my chair when I saw this launch ad of its boxed tissues. It's bad taste. The cable TV one below is milder but it seems copied from some overseas ads. One may argue they are ok so long as they are fun to watch and grab attention. I would say there are always better ways to be funny and attention grabbing and it doesn't have to portray users as idiots.

Rejoice 漢方防掉髮

2009-09-22T10:15:00.005+08:00

The need for hair loss prevention is always there. Up until the launch of 霸王, the arena used to be occupied by high price brands that cost several hundred dollars for a bottle of shampoo. 霸王 is probably the first brand which has opened up the lower price market for hair loss prevention shampoo in a big way with hefty advertising. When Rejoice launches its 漢方防掉髮, I can't help the feeling that it's a copycat of 霸王. The ad is a very typical Rejoice ad with a good looking female model swinging her beautiful hair. It says 既防掉髮又柔順. Isn't it the best shampoo among all the other series of Rejoice ?

Nikon D3000 TVC

2009-09-21T10:17:00.005+08:00

It seems Nikon is also taking the route of targeting the young female market. This TVC looks quite similar to the previous Canon EOS 500D TVC but stressing more on the user-friendliness and different handy functions. With the two key brands promoting to the same segment, I'm sure the market for easy-to-use DSLRs will be growing quickly and soon it will become a trade up from 儍瓜機. If you are the competitor of Canon and Nikon, what will you do ? Will you get into the same battlefield ? Positioning is about being differentiated. Maybe there is a space for another brand to occupy professionalism and sophistication targeting male users.

On vacation from Sep 7 - 20

2009-09-07T11:19:00.002+08:00

I'll be on vacation from Sep 7-20 and daily post will resume on Sep 21. See you later~

Kee Wah TVC

2009-09-04T10:32:00.003+08:00

The storyline of this ad is a bit strange, isn't it ? The objective is to tell us Kee Wah is 70 years old and its mooncake has been in the life of HK people for so long. Scene of HK in the past are quite interesting but the problem rests on the role of 曾志偉. "咁遲嘅? 七十年啊" Does the ad try to play on time travel ? Maybe the ad could have been better without 曾志偉.

Rexona V8 TVC

2009-09-03T11:09:00.004+08:00

I bet you must have seen this TVC of Rexona V8. When I saw the HK verison, I didn't quite know what it was trying to tell except the association between the name of the product, V8 and the sports car. Thanks to a friend who mentioned there is a longer version on YouTube. The original version is 60 seconds and a pretty big production. You are what you drive and Rexona V8 makes you stand out from the crowd. That's the original idea of the ad but it's lost in the HK cut-down version.

大班冰皮月餅 TVC

2009-09-02T10:49:00.005+08:00

咪當人老餅, 今年送大班冰皮月餅! Here are the 3 versions I found on YouTube for you to enjoy. Admittedly, they are fun to watch. If the intended message is that it's trendy to give away 大班冰皮月餅, one thing is missing. That is, the reason why. I guess that should be the different innovative varieties of flavours.

香港模具話您知 !

2009-09-01T10:58:00.002+08:00

It seems the quality of TVC on TVB are going down. Is it because there are fewer advertisers advertising on TVB ? And the advertising airtime has become more affordable ? This kind of ads could only be seen on ATV in the past. It's very creative to have 八兩金 as the spokesperson for a mould production company ! If there is no subtitle, you just won't get what he says. And who's this ad talking to ? It's not relevant to most of us ....

Maxim's Devil Cake

2009-08-31T11:04:00.003+08:00

When Maxim's launched the Angel Cake, it wasn't supported by TV advertising and I just saw some print ads and outdoors. Surprisingly, it has been selling quite well. It's just a plan cream cake but I guess it wins with the pricing and the gimmick of DIY crispy sugar pieces. Now here comes the Devil Cake. Angel vs Devil, cream cake vs chocolate cake, it seems to be a logical extension. It should be another good selling item I bet. But just wondering what will come next after that ~

New Fanta Jelly soda

2009-08-28T10:45:00.003+08:00

Pocari Sweat has a strong association with Japan as being a Japanese brand. It's also interesting to see Fanta being transformed into a brand with Japanese association with imported advertising and packaging. For the young, Japanese culture is what they aspire to. It could be the right thing to do as so far no softdrink is occupying this cultural positioning. It has recently launched a new Jelly pop and it seems the product is invented in Japan and the TVCs are produced in Japan too. Have you tried it ? You should if you haven't. It's a new taste experience.

Pocari Sweat TVC

2009-08-27T11:03:00.001+08:00

After a series of TVCs featuring SMAP, Pocari Sweat seems to have gone back to the old young girl + blue sky + fun formula. There is nothing wrong with the SMAP series as the original positioning was kept consistent : hydration for summer time funs. Maybe SMAP is old and relevance is low with the younger generation. That's why it switches back to the old formula for projecting a younger energetic image. My only question. How does the VO by G.E.M. add value to the ad ?

Prime Credit TVC

2009-08-26T10:06:00.005+08:00

When the first 安信兄弟 ad appeared, it did give the ad scene a stir. There is literally no product difference among all financial institutions that lend money to credit cardholders to pay up their bills. So a creative ad can help increase awareness and drive those in need to check out the company's services. Of course whether they can get the business would much depend on the service features and more importantly the interest rate. Creative advertising has a role to play in a market with no obvious product difference. The trouble is that when you started with a fairly creative ad, it's not easy to maintain creativeness in subsequent ads. There have been a few different versions of 安信兄弟. It gives me the feeling that they are getting more creative for creative sake.

Canon Selphy TVC

2009-08-25T11:12:00.002+08:00

Canon Selphy is positioned as a small and user-friendly photo printer for users who look for fun of photo sharing, rather than high quality prints. Primarily the target market is skewed towards females. You may not call this ad creative but it does bring out the warmth and fun of using this handy photo printer. A very relevant situation is picked as the demonstration. There has been a small boom of new born babies this year. So you must find the scene familiar. That's the merit of the ad.

Harbour City TVC

2009-08-24T11:05:00.002+08:00

This is a great ad, isn't it ? Anyone knows which agency did it ? Playing on the insight that ladies are fond of buying shoes at all times, it serves to call for action of visit to Harbour City with the support of more than 100 shoe shops. It's an enjoyable ad to watch too. You would appreciate the effort spent on the art direction and visual effects if you watch it closely. It must cost quite a bit but it really stands out from the recent boring ad scene.

Advertising Time !

2009-08-23T10:34:00.000+08:00

Advertising Time ! We will be organizing this program on Sep 25. Check it out if you are interested or just let your friends know. Enrolment form can be found HERE.

For your reading pleasure

2009-08-21T11:48:00.003+08:00

Netvigator Pocket WiFi

2009-08-20T10:44:00.003+08:00

WiFi everywhere, does it sounds like an interesting service ? It can connect up to 5 WiFi devices too. At the beginning, I was confused between this Pocket WiFi and the hotspot WiFi PCCW has been advertising about before. Have checked it out from the website. It seems the pocket Wifi thingy is like a wireless router that connects to the 3G or HSPA wireless network for sharing. This service is not too cheap. For unlimited usage, it costs you HK$328 a month with 24-month contract. I just wonder who will use this service and if you pay attention to the details, the highest connection speed is 7.2Mbps, to be shared with 5 devices. The actual speed also depends on the environment and network stability. So you can imagine the speed when it's really shared by 5 people.

Sun Finance TVC

2009-08-19T10:13:00.002+08:00

What if you have HK$1 million ? That's a promotion held by a relatively new finance company in order to generate awareness. People can go to the website and write about how they will spend HK$1 million. Sun Finance will help the one who gets the highest number of votes to realize his dream. It's a simple idea. Those who won't participate into the promotion will get aware of the brand. Those who get onto the website and take part into the promotion will get to know more about the company. A good attempt but don't know if this is a effective promotion.

Construction Bank corporate TVC

2009-08-18T10:18:00.000+08:00

The message of the ad is simple : Construction Bank will help you realize your future plans. Why and how ? Because it's the 2nd largest bank in the world. (that's a new piece of information to most of us). That's always the problem with corporate advertising. It's not easy to get away from giving people the feeling of self-pleasing. Having said that the ad itself has a strong emotional appeal and the talents act quite well though.

Hong Kong Laser Eye Centre print ad

2009-08-17T11:23:00.002+08:00

A claim with proper support is an empty claim. Whenever we make a claim in our ad, we'd better think hard how we can give reasons for consumers to believe. It says having a Lasik operation can save you money as there is no more need to change contact lens regularly in the future. I scratch my head wondering if it is true. Could it be better supported with some calculation, some numbers maybe ?