What is craft?

Two spots, both were created for the same event Rugby World Cup 2015.

Rugby 2015 “Promo”

 

Rugby 2015 “Team Talk”

 

The spot entitled “Promo” was released in 2013 in anticipation for the Rugby World Cup 2015.

Another spot entitled “Team Talk” has just been released this month to set the scene for Rugby World Cup 2015 tickets going on general sale on September 12.

“Promo” featured iconic images and archived footages from historical Rugby matches. The images were cut to a fast beat music. Scenes of fearless players intercut with dark stormy skies, the joy of victory, the hope and glory, the history and the anticipation. The analogy is obvious, all pretty expected.

“Team Talk” featured Charles Dance, best known for playing Tywin Lannister in the hit show Game of Thrones, giving a stern pep talk in front of an eclectic mix of spectators (probably played by extras) and current and former Rugby stars from South Africa, Australia and France and the World Champions All Blacks. Oh, and a hot dog seller. It is tongue-in-cheek, a strange mix of drama and a touch of humor. It is a well-told story, with the spot-on timing and rhythm. Not to mention great casting, acting and editing. You stopped and listened.

One is wallpaper.

One is a page stopper.

Which spot will you remember?

Which spot will make you glue to the screen from beginning to the end?

Which spot will you share?

Which one has raised the roof?

That’s what craft is all about.

Great idea needs great execution. And if it is well crafted, it really makes a big difference.

Note: This article was first posted on LinkedIn

When developing a global campaign for a local market, the first thing many people might consider is how do we maintain the global idea and adapt it in a creative way so that it is relevant to the local market.

Or make sure we use local creative talent to craft the content, from copywriting, art direction down to every detail in the execution. Making sure that the advertising appears just like it was created with the local audience in mind in the first place.

Perhaps choosing the right media-mix with targeted consumer touchpoints that works best for the local consumers. Such as creating outdoor billboards for Latin America, or enhancing consumer engagement with a concerted social media initiative for China.

All of the above are true.

But one fundamental question we sometimes forget to consider is whether the product itself needs to be fine-tuned.

A mobile phone brand could be a business tool in one market but a fashion accessory and status symbol in another.

A hotel brand may appeal to leisure travellers in one country but has developed with a stronger business travellers focus in another.

The brand core values remain globally universal, but the way the product is “formulated” can be different. That goes beyond just crafting the global advertising and making it work, but take a step back and look at how the product can be localised and presented.

Sometimes it means getting out of the brand’s own comfort zone.

That was what Oreo had done.

In China, Oreo has always been popular among kids. Their tagline “扭一扭,舔一舔,泡一泡” (roughly translated as “Twist it. Lick it. Dunk it.”) was established ever since the brand launched it back in 1996. The product is synonymous with the child-like style of fun. But they seem to have fallen into a victim of their success. Kids reaching a certain age have grown out of it, and stop finding it relevant to them.

So Oreo recently reinvented an extension of the product by introducing a “slim version” targeting to the trendy female adult audiences. Supported by a locally relevant multi-platform campaign and social media push. The brand personality of “fun” has been maintained, while attracting and retaining a new audience segment along the way.

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Great global brands can be twisted, shaped and turned in all sorts of ways yet still remain recognisable. Different communication strategy needs to be considered at different stage of market development.

At the end, adapting a global campaign of a global brand is a marketing exercise, not just an executional exercise.

What are some of the other good examples that you have come across in your local market?

Note: This article was first posted on LinkedIn

In an interview at Cannes Festival of Creativity this year, Sir John Hegarty responded to the question about the state of creativity in the ad industry. He raised the concern about the effectiveness of “global advertising”.

…If you believe that a brand is about becoming a part of the cultural landscape, then increasingly we are seeing advertising failing to do that…around the world. So something has to change….

To be clear, what we are questioning here, is “global execution”.

The fact is, the assumption that one brand means the same thing in all cultures is no longer relevant. Many people argue that social platforms like Twitter, Facebook, and LinkedIn make brands more globally visible than before. But it is exactly because of the transparency of the medium that the differences become even more profound.

So are global ideas achievable? Does it make business sense? Is there a formula to take an idea global?

Don’t mix up global ideas with global executions

The conventional definition of global advertising could be like this: creating a simple yet meaningful message; enforcing creative consistency; making sure the global position doesn’t get lost in translation. Different brands will then apply different degree of customisation, depending on the open-mindness and the corporate culture of the brand.

But it was then.

Today, this “cookie cutting” style of creating a global campaign though still exists, it has evolved tremendously and has come a long way. This has much to do with the more sophisticated understanding of what global advertising means among major global marketers. It also has to do with the fact that the world has grown more interconnected and best practices have emerged in geographic customization. Local executions can be developed much quicker nowadays. Many global clients have embraced localized marketing platforms that allow local creatives to extensively tailor marketing efforts while selectively and strategically embracing global tactics.

In some markets it also could be a clever curation of global message and local activation campaigns, in order to achieve the perfect balance.

So, it is true that there is no such thing as universal “global executions”, but there is still a strong case for “global thinking”, “global creative platform”, “global brand proposition”, whatever you choose to call it.

Volvo Trucks_The Epic Split_Van Damme_00000By chance or by design, a global idea is a perfect balance in logic and magic. (The “Epic Split” by Volvo Truck)

Brands are now created with a global mindset

To be successful these days, no matter what category you are in, when conceiving and developing a new product or service, international strategy needs to be considered. It is even more so for technology brands that has to go global at an early stage of its roll out, in order to gain traction and scale. Therefore, from the product proposition, brand naming and identity down to the marketing touchpoints, the dynamics of global need to be considered. You need to think from the outside in, and consider the broader picture from day one.

Some brands were even only being made possible with a global “problem” as a starting point. Think Airbnb’s “sharing economy” among the “borderless tribes”; and Opower uses a combination of data and clever psychology to cut across geographic boundaries. Their success was not based on just insights drawn from a single region in silo, but from a global perspective.

“Advertising” then naturally needs to be global. Not in terms of execution, but developing a universal baseline of promise that will allow local executions and expressions to flourish.

Airbnb Brand News_00001Often, a global idea starts with a global insight  (The inspiration behind the Airbnb “Belong everywhere” brand message.)

Don’t confuse consistency with standardization

With trends moving toward social media and digital placements, consistency of message and brand execution become even greater challenges. I have explained it in previous blogs on this topic so I am not repeating too much here.

The bottom line is, truly local executions take the global platform a step further, not a step back.

Dove Real Beauty Sketches_00001Consistency is to unearth the human truth, not just the product truth (The “Real Beauty Sketches” by Dove)

The fame factor

There are other strong reasons for developing global campaign. Costs and efficiency may seem to be the obvious drivers, but increasingly, there are more instrumental reasons for having a strong global presence.

Sir john Hegarty often talks about the power of legacy media, in particularly TV commercials, to create what he describes as the “fame” effect, in his book “Hegarty on Creativity: There are no rules” he talked about the power of fame:

…Great creativity has a life beyond the confines of the audience it was originally conceived for. It becomes iconic, instantly recognizable and powerfully influential. In reaching this status it becomes the benchmark for everything else that follows, rewriting the way the world looks at things…

I can argue that it’s exactly what a truly global platform could achieve. There are compelling reasons to create a big wave of consistent messaging and brand experience across markets. You cannot achieve real “fame” in any category without having an ambition to go beyond local or regional impact.

A message to the creatives

So creative folks, no matter if you are striving to develop a global creative platform, or taking the challenge of transforming a global idea for the local markets, I like to leave you with a few encouraging tips:

To those who are coming up with a global platform:

  • Don’t think that a global idea has to be dumbed down with the lowest common denominator in order to be applied globally, cause it is not.
  • Consider the “human truth”, not just “product truth”, cause that is what gives the ideas wings.
  • Taking the time to understand the regional marketplaces that make up the global market takes insights, patience, determination, curiosity, and utmost professionalism.
  • Co-create with your local counterparts and involve them at an earlier stage.

To those who have the opportunity to take an idea global:

  • A successful creative adaptation and implementation of a brilliant campaign for a local market takes equal effort as in coming up with a standalone original concept. You are not offering an after-thought.
  • Be open-minded, and ditch the conventional definition of “consistency”. Develop local executions that build on the global creative platform.
  • Don’t just do it, ask “why”.

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New Toyota Yaris Hybrid | The Musical City_00024

I often say that a great idea does not have language barriers. Because deep down there is a universal truth that can always be translated in any culture.

I also often advocate that when localizing a global idea or creative platform, think beyond language. Because language though is important, is not the defining factor.

The recent stunt turned video content for Toyota Yaris Hybrid car is a perfect example.

Conceived by the Saatchi & Saatchi Europe team, the campaign was designed to launch the new Toyota Yaris Hybrid, riding on the existing creative platform of “Fall in love with driving again”. In one day, they turned the centre of Prague into “The Musical City”. The street signs were changed to read cheesy pop songs titles that anyone would sing along to. Activated by the GPS-connected stereo, the car played out the backing track of the relevant song, as the participants driving through the city – literally loving every minute of the driving experience.

Staged? May be. But certainly a great video that gets the brand message across.

There are a few brilliant things about this video:

1. The film featured great shots of the city. This is essential to gain support of the local authority while adding distinctive local flavours to the film.

New Toyota Yaris Hybrid | The Musical City_00013

2. The act of removing original street signs gave the film added credibility. It was staged and controlled but executed in an authentic way – with a touch of humour.

New Toyota Yaris Hybrid | The Musical City_00026

3. The very essential, and relevant, beautiful car shots were done in a seamless way. I am sure anyone who has involved in car commercials will know how important that is!

New Toyota Yaris Hybrid | The Musical City_00034

4. The product feature was so naturally incorporated in the film. The hard sell element was done in a non-contrived way so that people won’t feel hesitant in sharing the content. Sharing, ultimately, is what we want!

New Toyota Yaris Hybrid | The Musical City_00030

5. The universally appeal sing-a-long, with fun choice of cheesy pop song titles makes the idea and execution easy to travel beyond one territory. Not only does the film sit well in social media platforms (which is inherently global), it can easily be localized with a local touch in other cities. Japan? Brilliant. China? Absolutely. France? … Let’s check with ARPP.

New Toyota Yaris Hybrid | The Musical City_00028

6. It works perfectly with the existing creative platform “fall in love with driving again”. The creative execution was not done in isolation and detached from the other parts of the brand message. Think “multi-channel” is important.

New Toyota Yaris Hybrid | The Musical City_00019

 

Now take a look at the film:

Let’s also take a look at other previous executions of the same platform for other markets, and see how they differ:

UK:

Italy:

Apple - MacBook Air - TV Ad - Stickers_00045

You can tell a lot about a person by the apps on the front screen of their phones. For Apple, you can tell a lot about a person by the front cover of their MacBook Air!

A new TVC for the latest generation of MacBook Air features over 100 customized front covers of the machine. The graphics all integrate perfectly with the Apple logo (complete with scratches and dents). It symbolizes the fact that consumers are now taking charge of any brand.

These days, for ideas to soar, we have to transfer ownership of the idea to people, so it can be integrated with local culture. Coca Cola’s “Share a Coke” campaign replacing the logo with thousands of people’s names has been a success all over the world. The recent Airbnb identity celebrates the “share economy” by allowing hosts to customize the Airbnb “Bélo” logo with their choice, turning the brand into something that people feel they belong to. A customizable idea is the secret of a global campaign.

The visual oriented execution of the new MacBook Air is a perfect example to demonstrate that ideas can naturally go global, without any worry about cultural differences. I can imagine that the execution could also be tailored-made with such accuracy and relevancy for each market, without losing the essence of the creative platform. The potential to allow the idea to flourish in different social media platforms, letting consumers to customize, tag, pin, share and follow, is enormous.

Who said there’s no such thing as global ideas?

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Apple - MacBook Air - TV Ad - Stickers_00042

 

Apple - MacBook Air - TV Ad - Stickers_00087

Apple - MacBook Air - TV Ad - Stickers_00086

 

 

 

Airbnb introduces the Bélo  the story of a symbol of belonging_00001

Airbnb had just unveiled their new identity as part of a brand overhaul. Many people would say that it’s time for the brand to think global. Afterall, in 2013, it was reported that more than 10 million guests stayed at an Airbnb rental. On a global scale, counting “beds on offer”, Airbnb is already the fifth-largest “hotelier” in the world, with unparalleled global reach. However, despite the scale of its success, what does the brand stands for?

Technology brands traditionally tend to believe that better products will win the market, therefore putting brand building as something of a luxury or an afterthought. They often also need to push to the market quickly and going global from day one, very little thoughts have been put in crafting something that works across different cultures.

So it is great to see that Airbnb starts to think more holistically. In 2013, their strategy was to build the company into one that delivers “a seamless end-to-end experience when its customers travel”. That’s a pretty transformational statement. Let’s take a look at some of the areas that the new identity will help to achieve this in the long run.

A meaningful story

For a brand to succeed, it has to mean something – something that matters to people they want to connect with. If it doesn’t, no matter how sharp the graphic design of the logo, or how unique the choice of color, fonts and all that, it will not work. Airbnb has crafted a rather interesting message here. In the introduction video that accompanies the launch, it eloquently explains that while the world is getting bigger, people feel less connected. Recognizing the desire of people to connect and share, is the reason why the brand stands for a world where people can “belong everywhere”.

For a change, even the logo has a name. It’s called Bélo. The key message is that it has transformed the “transaction” from a pure mechanical “accommodation booking” to a “connector” from which you can find a place where you feel you belong to. Like a friend with a name.

There is indeed a trend that we all crave for human interaction in the world of digital channels. When you buy a book from Amazon, it might add to the memory and experience if you know that someone you know is also reading the same book. Recent research also have found that LinkedIn lacks the emotional attachments that encourage people to stay and spend time on the platform, which sparked the recent brand positioning drive worldwide.

Giving power back to the consumers

Consumers no longer engage with one-sided marketing messages. Social media has further intensified this relationship. Consumers are now more connected as they have an easy access to information. The battleground is now leveled and consumers have all the power to shape your brand and bend it right. It makes sense that this way of thinking starts right from how the brand is conceived, literally.

“The community has outgrown the brand” Brian Chesky, the founder of Airbnb, said passionately about how “friendship” is an element of the brand that has been so underrepresented.

The Airbnb Bélo was designed to be accessible and universal so that it “can be drawn by everyone”. To facilitate that, users of Airbnb can personalize the logo and place in their property or share it with the community. The companion project “Create Airbnb” has put this in practice and let the users to experiment with it. The notion of a “shared brand identity” is a bold one (though I have to stress that it is not the first time that a brand has done it) and it shows the brand’s confidence and really meant what they say.

Create Airbnb(The create airbnb website)

More important, this is not just a trademark, but a platform for future growth. It paves the way for the development of other “sharing-economy services” down the road. At the end, a good identity defines what the business is and where it is going.

Creating a culture and a movement

The idea that the logo is so simple that anyone can draw it, and so basic that it’s not likely to be drawn the same way twice, connotes something larger than the logo itself. It celebrates and embraces diversity and recognizes the fact that everyone is different. Unlike a typical hotel brand that guests may need to conform to what the brand projects, with Airbnb, you have the feeling that you are in charge.

A brand is no longer just about the product, but about creating a culture and a “movement”.

Airbnb collage

So, what’s next?

I hope the new brand identity really lives up to the brand’s ambitions, and provides a fertile ground for product extensions. Whether the rather bold statement and fully customizable brand identity will be able to withstand the risks that in certain markets there could be a sudden influx of copycats bearing a similar “identity” is yet to be seen. But I think as a defining statement of what the brand stands for, it is instrumental in crafting a pretty clear and sharp picture.

What I think also interesting is how the identity could be interpreted for the users in different countries, and how the message of “belonging” could be adapted globally, regardless of territories or language barriers.

When a western brand enters a foreign market, a lot of people will first set sight on the name. However, a name, as important as it seems, is just part of the defining factors. Let’s take a look at how a few brands across different categories have done recently.

Fashion

When American casual fashion brand Old Navy opened their 22,000 square foot, three-level flagship store in Shanghai in March, they did not launch with a Chinese name. Critics came pouring in right after. Some people criticised the overtly American presentation in their merchandising and launch activities. Old Navy may not be a brand that can accelerate so quickly in the market. Their parent brand GAP (also without a consumer facing Chinese name) launched their own-brand shop in 2010 in China, and is still gradually finding their way in the market. Shanghai is likely to act as their platform to anchor their presence and pave the way for a nation-wide launch of their e-commerce business, and that will be the time when their Chinese brand name will play an important role.

Old Navy_screen

Within the everyday fashion category, it is common for brands to launch without their Chinese name. H&M and ZARA, among others, all followed the same formula. When I worked on the launch of H&M in Shanghai and Hong Kong at the time, what the campaign had managed to achieve was to establish a new ‘category’ in the market. The message was defined through innovative media and owned channels such as their own house magazines. The brand also came in at a time when the millennial generation emerged, and ‘affordable fashion’ perfectly fits what they need. In a market filled with all kinds of Chinese fashion brand names, it was perhaps wise for these brands to focus on their authenticity. What latecomers like Old Navy need now is to craft the next ‘movement’, and to break the new dress code into the mass market. Perhaps adopting the notion of ‘made with Chinese’ rather than the traditional approach of ‘made for Chinese’, and leverage the impact of co-creation with the younger generation in the country. That, to me, is the real localization tactic.

Food

“今個夏天我會喺銅鑼灣開間好正嘅意大利餐廳。”

This was, apparently, what Jamie Oliver said in his video announcing the opening of Jamie’s Italian in Causeway Bay, the heart of the busiest district in Hong Kong.

Traditionally, food is not an easy export. Even though Italian food is arguably one of the most accessible cuisine in the world, and starting with Hong Kong is going to give the brand a good testing ground of the concept, before they enter further into the mainland market. Jamie Oliver cleverly adopts his down-to-earth persona by appearing to be playful in this promotional video. A subtle way to say, “Hey, mixing with local culture is in my DNA”. If he is clever enough to ride on his personal brand, he should engage with the local market through his fantastic social enterprise activities and food revolution campaigns. I believe there is a market for a meaningful brand – a global one.

Professional social network

LinkedIn中国_00001

In a different category, Linkedin has just announced their expansion in China and has launched a simplified Chinese language beta-site branded “领英” (literally meaning ‘Leading Elite’, phonetically as ‘lǐng yīng’). Linkedin (the global site) claimed to have more than 4 million members within China already, but through the partnership with Sequoia China and CBC, they hope to refine and localize the product’s offerings to the Chinese users. The decision to launch with a Chinese brand name, in their case, will help to make sure the Chinese users can communicate comfortably in native language in a business context. However, whether they can fine-tune the nuisances of the communications within the platform to reflect the Asian way of communications is yet to be seen. And once communications start to involve cross-border interactions, how can they effectively help global users to connect and communicate successfully and seamlessly, is also a crucial element. All these challenges, is not just a well-coined Chinese phrase can help.

Think beyond language

A well thought out localized brand name, is just one of the ways to gain traction in the market. The most important part is whether the brand can identify the ‘market’ for their product. They should have the insight to localize the product elements and understand how they can fit into the lifestyle of the local market. Without a clear positioning, finding a Chinese name may just be another hit and miss exercise.