ThinkNoLimit Marketing Coaching

Don't know whether you will actually "celebrate" the National Day. I don't but it means holiday ... Have a good long weekend ! Daily post resumes on Oct 2. Stay tuned.

This is a brilliant TVC from Hong Kong Broadband. A mockery of PCCW with a surreal presentation. Long time no see an ad that is fun to watch, easy to understand and with a clear message. More importantly, it shouldn't cost an arm and a leg to produce. The boss of Hong Kong Broadband, 王維基, is pretty fond of producing competitive advertising that is over-the-top and thanks to him, we have some interesting TVCs to watch. BTW, I just had NOW TV installed lately. I asked the technician about using the phone lines for TV signal transmission. I also wondered whether the bandwidth is enough. The guy said it might not be enough for high definition signal later on .....

This Kill Bill TVC of PPS is one of my most appreciated TVC. It's such a clever use of parody with the movie of the same name. It's fun and humourous. At anytime you want to kill a bill, it's got to be PPS. This TVC has been around for more than a year and it's on again lately with a bit of re-edit. Even afer having seen it for so many times, I still find it funny. So if you have a good ad, don't be shy repeating it again, again and again. Repetition would make impression stronger and deeper. So if your agency tell you it's time to produce another campaign because the last campaign is worn out after 1 or 2 bursts, it's just that the last campaign they did wasn't good enough ...

This is the second TVC of StarWorld featuring Tony Leung. Compared with the last one, it's definitely an improvement and a high quality production. Luxury and glamour. You may feel that it looks very much similar to any of the residential estate ads. I feel so too but I don't blame it. Luxury and glamour belong to hotels and casinos. It's on the right track. It's just that such images of luxury and glamour are over-used by property developers to sell residential estates.

I have to say that Face Detection is quite an amazing technology. I played with it before and it really worked. You aim at the faces and it frames the faces with squares on the LCD screen. Which brand owns this amazing technology in the mind of the consumers ? Canon. But in fact other DC manufacturers also have the same technology. Which came up with this technology first ? Is it Canon ? That doesn't matter. You win by occupying the mind of the consumers' mind first. Canon is the first one which advertised big about it and gained the market-first image. Other brands have become copycats even if they acquired this technology first. Act fast and spend big if you really want to be perceived as the pioneer.

Never know why a client would approve something like this. With six idiots looking at you in a restaurants, it says you miss the magic moment if your contact lens are too dry. I just don't get the joke. Yes, it is trying to use "magic moment" as the entry point to sell this disinfecting solution. But what magic moment is it talking about ? In fact if you give it some more thoughts, "Moment" is a point within a length of time. So "magic moment" is not quite an executable idea in a 2D print ad environment and this is more like an AV idea for TVC. The idea could be of potential but it's not good for print ad.

Positioning is about building a single-minded value proposition in the mind of the consumers. In the shampoo category, Head & Shoulder (the brand name speaks for itself) = anti-dandruff, Vidal Sassoon = professional, Ascience (Asian + Science) = tailored for Asians. And Clairol = smell great in this case. Positioning gives consistency to the other 4Ps. How would you support a brand of shampoo that is said to smell great ? Very simple. Continuously renewing its range with attractive fragrances. This is exactly how Clairol is trying to build its positioning.