In addition to seeing some Axe girls guerilla marketing their deodorant wares off the Mo Chit BTS station this weekend, I also took note of some cool feature film new media marketing.
This is one of three oversize static infomercial movie posters at the Thonglor station that greet the denizens of Bangkok as they await their rail ride. The response from consumers has been fantastic- I've seen many people casually walk up to the posters and give ten to twenty seconds of their time to reading each one. There's plenty of media to digest (several photos, main posters, full paragraph of text) and it is so much more unobtrusive than the 40" plasma screens blaring commercials at some of the other stations.
Why do these posters work so well here in Thailand, and why have they never been introduced in the USA?
Never seen something like it here. International marketing is generally more "explanatory" than domestic stuff. I'm not sure why, but my best guess is that the American public is just way, way more educated and informed about movies in general. That is, thru TV shows, dedicated TV stations (ie E!), magazines, pay TV, etc etc. It's like, if you're in Thailand you might need a little accompanying explanation as to what "The Hulk" is, but if you're in the US and haven't heard of it you're a shithead who lives in a cave.
One of my responsibilities here at work is to analyze a proposed installation
of wireless internet access within dining locations of a popular fast food chain
that recently expanded to Thailand. The company that was chosen to install and
manage the hotspots has grandiose plans to cheaply run their backbone connections
through Thaicom's iPSTAR
Broadband Satellite System. (The iPSTAR will be huge news in the satellite
it ever launches- as it will be equipped to cover a large part of Asia with
approximately 45 gigabits of total bandwidth.) Because Thaicom has a monopoly
on broadband internet connections in Thailand, and because this new hotspot
company is a Thaicom subsidiary, the amount which they were able to underbid
competing Bangkok companies for this project was phenomemal.
I agree with this
summary of a recent Forrester Research report that says most of the money
being pumped into public wireless hotspots today is being wasted. Another
recent report says that hotspots are "almost a textbook case of
effective repurposing of technology", and that the highest potential
WiFi profit centers are hotels and major airports. (FYI, forty two percent of
laptops shipped this year will have built-in wireless.) The primary reason we
are looking at wireless here is to establish the restaurant brand with a trendy
technology and garner a little press; luckily, Thaicom will bear the long-term
Last summer I was very interested
in what I continue to believe is an overlooked yet significant potential profit
center for WiFi: medium- to long-term stay multiple
dwelling units, such as currently unwired luxury apartment complexes. Open
wireless spectrum can enable local ISPs to compete where Roadrunner has previously
dominated- and with faster speeds, to boot.
The Un-Doom Boom New York Times While many developers in the multibillion-dollar video game industry seek to extend its appeal, profile and profits with bolder, flashier and ever more engrossing games - some so difficult that learning curves outlast players - a different sort of video game is quietly asserting itself into the mainstream.
¶ Permalink 6/27/2003 12:49:00 AM0 comments
I noticed that the sky had turned abnormally dark when the thunder started five minutes ago. There's an access door in the 16th floor server room that leads to the only outside pavilion between ground and roof, so I squeezed in with some of the tech support guys going to brave the winds for a better look. Immediately after opening the door, the blinds flew out onto the landing, and I could tell by their growing excitement that I was probably about to see my first hard rain. Bangkokís rough pollution stings a little worse when its coming at you with high speed, so we didnít spend a lot of time out there. Now Iím back inside and a little wet, and a lot exhilarated, trying to relate an energy of five or six million when it suddenly turns black over Asiaís City of Angels.
¶ Permalink 6/26/2003 07:01:00 AM0 comments
I am still adjusting to A Life in Bangkok but will be posting to my blog with more regularity next week.
In the mean time, I recommend you visit Zach's blog as he travels through Germany this summer. Expect fierce rivalry between our sites in a competition for the best June/July journals.
I will also suggest the blog of WFU Partner-in-Crime Jakob Morris, who is working as a grocery store butcher during North Carolina's summer months. JEK, if ZAK and I will be photo-blogging, what about you doing an audio-blog?
Also, Tiffany is Zach's cuter half and has been known to keep a blog about her summer in NYC. Tiffany, I hate you! ROTFLMAO?
¶ Permalink 6/16/2003 10:24:00 PM0 comments
At lunch yesterday, one of my co-workers was telling me about a type of fish that is becoming very popular in SE Asia. It is just starting to make the rounds of breeders here in Thailand, and we were able to spot two of them featured in a pet store on the way back to the office. In China they can be very expensive- some are priced in the hundreds of dollars, which is the price of a motorcycle here. It is said that the bigger the forehead, and the better the markings, the more potential that the fish has to bring you and your family good luck. There have been a couple of stories in the Chinese papers about people who have won the lottery attributing their success to these types of fish. Click here to see what they look like.
¶ Permalink 6/16/2003 02:54:00 AM0 comments
Hello from Bangkok. I need a favor.
Do you know anyone who has a Tumi handbag? What kind of woman is she? Know anything else about the Tumi brand? Please, pleasee-mail me. Tumi.com says that "Editors at all of the top 5 womenís fashion magazines carry Tumi." I'm in the dark here. I need your help. Thank you. Talk soon.
One Love. NTG
¶ Permalink 6/13/2003 04:12:00 AM0 comments
ntg's early june indie album rotation:
Nick Drake - Pink Moon
Panda - Twenty String EP
Low - Things We Lost in the Fire
A Silver Mount Zion - He Has Left Us Alone...
God Speed You Black Emperor - Skinny Fists (disc 2)
The Postal Service - Give Up
Mum - Yesterday Was Dramatic Today is Ok
¶ Permalink 6/05/2003 03:26:00 AM0 comments
My sister pointed out some nasty mullets in this month's Seventeen magazine, but what caught my eye was a blurb on The Troys. These girls have definitely been turned around by some Holly-fab-ducer. The defining thing I remember from them coming over to visit our apartment last summer (Lindsey was teaching Jake how to ollie on her skateboard) was that both ladies didn't shave their legs... and they looked like completely normal hippie sisters. Anyhow, more power to them. Rock the system.
¶ Permalink 6/04/2003 07:12:00 PM0 comments
Sunday, June 01, 2003
In the short story "Jason Thinks About the Dot Com Boom and Wonders if His Grandfather Ever Panned for Gold,' the phrase MEDIA most likely refers to (a) a grain-like substance sowed throughout modern-day fertile grounds (b) the phonetic pronunciation of Japan's first commercial 3G service provider (c) the replacement word for cash lottery used within Enron Corporation training videos (d) large, round spools of wild horse hide that Arizona miners used to make evening pants
¶ Permalink 6/01/2003 01:23:00 AM0 comments