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Archive for May, 2008

I read this in Marketing-interactive.com today.

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Singapore – Standard Chartered (SC) has embarked on a new OOH ad campaign using a new Electroluminescent Light (EL) technology on the bodies of 200 Taxis – making it the pioneer in Singapore and Asia for this initiative.

SC has exclusive rights to use EL for outdoor advertising in Singapore until the end of June. The ‘vehicular billboards’ will ply the streets of Singapore from mid-May onwards, have been branded with luminescent SC trust marks.

Other recent marketing and branding initiatives by the bank include collaborating with SMRT and Moove Media to advertise on their Tunnel ad media as well as campaigns with EyeCorp at Changi International Airport Terminal 3 since January.

SC says its efforts have paid off. According to Millward Brown’s annual global brand ranking, compared to 2006, SC is ranked among the top 10 British brands as well as one of the fastest growing brands, it has increased its brand value by 73% to US$6,855 million (S$9,236 million) in 2007.

You can read the article here.

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I’ve bolded the bits I thought was a bit of an over claim to put it very mildly.

So this is what happened. Standard Chartered Bank Singapore implemented three campaigns. One is the recent OOH ad campaign using a new Electroluminescent Light (EL) technology on some 200 taxis in Singapore and the other were some tunnel advertising and some advertising in our Changi International Airport.

The claim is that the campaigns were successful as Standard Chartered is now one of the top 10 British brands accordingly Millward Brown and one of the fastest growing brands in the world.

But perhaps I should give them the benefit of the doubt. It is possible that without these Singapore based campaigns, they would not have done so well globally.

OK, I concede. I stand corrected.

Well done, Standard Chartered Singapore for lifting the global brand standing of Standard Chartered through these fantastic initiatives!

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After my last phone call tonight, I put my Nokia down on the table and looked at it for the first time. Now, mind you, I’ve had a mobile phone since 1993 when I joined Nokia so it’s not like I’ve never seen a phone.

But this time, I placed it on my work desk in front of my laptop and I saw and contemplated it.

I could be a Friday night sort of feeling where I’m home alone because I’m sick. I just looked at the phone, history came forward, and I initially marveled but that did not last long.

This tiny device in front of me connects me to the world. I have no clue how to construct one of these despite having worked in companies manufacturing mobile phones for 10 years.

Then I thought of my early career.

I started work in 1988. It was an international company and a leader in its industry. Yet, when I started work, I had no mobile phone, no laptop, no blackberry, and no email. What that meant practically is that when I left work for the day, I really left work.

What did that mean to me? Well, I enjoyed me job. So, as a result, I actually looked forward to going to work each morning. I enjoyed my 8 hours there. And yes, I did leave at 6pm every day. And, I enjoyed leaving work each day. I looked forward to Fridays because I had the weekend to enjoy but I equally enjoyed my Sunday as it meant I could go back to doing something I really enjoyed (for 8 hours).

After 20 years of working, I moved up the ranks and held very senior positions in jobs that I technically should have enjoyed. I know I should have enjoyed those jobs because after I left all those companies, I still think about them, read about them and hold a dear interest in the companies and industries that I left.

But then, why didn’t I stay? Why did I burn out?

Mobile phones came into the picture, laptops and emails visited and finally Blackberries invaded. I didn’t have air tight containers of different things I enjoy. My different enjoyments crashed and clashed.

I love cooking and I love tennis. Can you imagine cooking and playing tennis at the same time? It just doesn’t work!

If technology allowed me to do two or more things that I love at the same time, the result will be rejection of both.

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