|Catchy slogans alone won’t sell|
|Saturday, 06 December 2008 01:19|
HERE are many similarities between advertising and politics, a common denominator being the need for courage to change and challenge the norm, overcome obstacles and use creativity to meet
HERE are many similarities between advertising and politics, a common denominator being the need for courage to change and challenge the norm, overcome obstacles and use creativity to meet people’s increasing and ever-changing expectations.
However, in either arena, it’s not all about campaigning or lobbying for change with catchy slogans, but ultimately meeting consumer or public expectation.
This was the main point raised by MCA deputy president and former health minister Datuk Seri Dr Chua Soi Lek (right) at the 30th Kancil Awards Festival Speaker Series at the Sunway Resort Hotel and Spa last week.
Citing the political tsunami that the March 8 general election gave rise to, he said the public was crying for change and people who would champion issues facing the nation.
"Change cannot occur overnight. It is a continuous process and not a singular movement, but what matters is the end result of the initiatives for change."
To be successful means to make mistakes, learn from them and not repeat them, Chua said.
An entrepreneur known to have changed the game is Sirajudin Mohammed Mydin, who started out helping his father sell nasi kandar at a stall. Today, that stall has grown into the chain of Kayu Nasi Kandar restaurants – a household name.
Sirajuddin, its managing director, said brand management and entrepreneurial spirit had changed the game in business and raised standards in the restaurant industry.
"Implementing change in Kayu Nasi Kandar is important, especially its branding for the future generation," he said, adding that there is a need to change the perception of the younger generation, especially hospitality graduates who might not even consider working in a restaurant.
MTV VBS and Southeast Asia creative and content head Carl Zuzarte displayed eight elements used to create MTV campaigns for advertisers that would relate to the audience.
The campaigns utilise elements like design, global/local, digital/TV, audience control, solutions, innovation and collaboration to reach a vast audience.
"The design element, involving 2D, 3D and non-stop motion is the channel’s DNA. MTV takes the lead in terms of broadcast using design and animation," Zuzarte said.
He said being a youth channel and media brand, change is vital in MTV, and to engage with its audience, the channel encourages viewers to produce work for it, selected pieces of which are aired.
At a roundtable discussion later, four panellists voiced their views on the topic "Change the Game" based on their respective backgrounds.
Instant Cafe artistic director Jo Kukathas, who spoke on the evolution of creativity, told participants: "How one changes the game is based on the individual and how he or she has to be an active participant in the creative edge and have a great imagination."
Political analyst and author Karim Raslan said society has to progress and evolve.
Celcom Bhd chief executive officer Datuk Seri Shazalli Ramly said people have to keep up with the changing world.
"If you don’t change, the game is already changing. Behaviour changes a great deal and today, there’s virtual behaviour," he said, referring to SMS transactions and instant messaging.
"Virtual behaviour has created a new dimension, especially in business."