Outdoor media ideas

3D house poster for CSC's paint a home.
Tent with clothesline and firewood set up near Engine canteen

MH is Malaysian Hospitality

Fantastic branding campaign in my opinion.

My friend was laughing at the rhetoric of the whole slogan but I think it's a good start. Imagine how many people were laughing when SIA came up with the whole idea of the SIA girl and hospitality. In the end, it still worked out right?

This creative use of their airline code capitalises on one strong aspect of Malaysian culture- the hospitality. I can't say this for everywhere in Malaysia but I've had a few experiences - being invited to a wedding in Kelantan, a Miri taxi driver bringing us to his family stall for cheap Sarawak kolo mee. If others have such experiences too, the whole MH idea is going to work.

Definitely it's beyond just the advertisements. Other than the slightly old aircraft I took, the whole vision could be realised if the cabin crew and check-in staff all buy-in into the idea of being hosts rather than service crew.

MAS has improved its food presentation too. The food came in such a beautiful box that I wondered whether it would be re-used. Many other passengers also chose to keep the box. It's such small things that make an impression at times. Brought back home, it also serves as word-of-mouth advertising. They've also started a Golden Lounge for business class and above passengers and other passenger friendly features - link

It's a wonderful start with a campaign. I hope it succeeds in implementation.

Some links with background and reasons for the branding:

http://www.matta.org.my/news.php?news_id=94&news_category=general

http://biz.thestar.com.my/news/story.asp?file=/2008/2/1/business/20204630&sec=business

Saw this Singtel "Free SMS student plan" roadshow in front of Hereen last weekend.
The staff were giving out brochures and a card with a first aid sign.

I was clearing the rubbish from my pockets the same night when I realised the card had a plaster inside. On it were the words "We love Singtel free SMS" and elaboration on how free smses cause blisters.
It was a simple way to bring across the message, reinforcing the message just before the brochure is thrown away. Something more memorable rather than a card that other's would have chucked away after a second look.

I think this works well with teenagers. It'd have been even better if they had collectible plasters of different colours, try to make teenagers display them and gain more exposure for the product message.

Another Hotel 81!

Yes. It's another Hotel 81. They've been sprouting branches and seem to be going more upmarket. Attempting to shed the "2-hour transit romp" image eh? I believe they may be doing more marketing to budget tourists from neighbouring countries. Looking at the market, there is a lack of 1) quality budget accomodation and 2) a brand name assures people that they're getting a consistent quality. A visit to http://www.hotel81.com.sg/ will show how professional they are.

From the Geylang and Joo Chiat branches, they entered the city with the sprawling Hotel 81 Bencoolen and then Hotel 81 Bugis with open air sunbathing rooftop rooms and floor-to-ceiling windows. They also have a branch at Jalan Besar - another niche tourist area just next to Lavendar food centre.

Now it's Hotel 81 Rochor. Just opposite Sim Lim Square and near the gentrifying backpacker area Dunlop Street. Excellent location. Think they're really doing well. Would be better with increased marketing to nearby countries but then again, a good product will spread by word of mouth.

Fragrance hotel in contrast seems to be lagging a little but still doing ok. Their branch near Selegie is a good location near Tekka/Little India but lacks prominence. they do have a backpacker hostel at Dunlop Street though. It looks quite cool with plasma TV and quite nice dorms. Take a look at http://www.fragrancehotel.com.sg/

Fresh fruit vending machine at P.S. bazaar

Creative idea... putting cut fruits into sealed bubble tea cups. Think it'll work in factory areas where there are few canteens. It's abit expensive at $2 a cup though.

Akira and Audiohouse

Akira seems to have gone slightly upmarket in its advertising. Saw this bustop ad at Orchard Road and was surprised Akira actually created a distinctive product. So far, it has produced generic products like kettles, vacuums, cd players without product specialisation.

In terms of brand meaning, it seems like it is just a name for cheaper electronics just like Enzer. Well... if it continues this way, it may break the mould. Perhaps focus abit more on 1 or 2 core competencies and distinguish itself in those areas.

Audiohouse has just started sending direct mailers too. In fact, in the past few months, I've seen more and more direct mailers following in the footsteps of Ikea. And i believe people do read these mailers from Courts etc. Pretty good medium actually... especially when there's alot of information to convey.