Asian Digital Campaigns Making Waves

Hi everyone

Last week we met with the Contagious team here in Asia and the topic was, how is Asian Digital Marketing Different?

How are diverse places like Japan, China, Asia or Malaysia creating their own voice and starting to win a bigger share of global work and recognition.

And can we say ‘Asia’ has a style at all?

Japan and Korea have their own way, very technology driven and not afraid to be unusual in terms of content. Australian work is very realistic, direct and gritty. Chinese is simpler and more engaging on an emotional level, while work from places like Singapore, Malaysia and Thailand tends to be a bit lighter, well-crafted and integrated fully with a still dominant mass media.

Below I have listed my favorite Asian digital campaigns for the last 6 months.

What is clear from these examples, and discussions with my Asian colleagues, is that this Asian work is breaking away and creating a voice of its own. That voice is one that embraces the old and new in popular culture, is not afraid to show positive emotion and a brighter side of life, sees heroes in its own culture rather than elsewhere now, and embraces social sharability as a natural extension of group culture & is therefore is an important core of new digital campaigns.

Okay here are my favorite campaigns, feel free to share your own:

Some you may know already:

1. Sagami Origianl - Love Distance: (Condoms - Japan) http://www.youtube.com/watch?v=hwSvV78yDB8&feature=related

2. Best Job in the World (Tourism - Australia) http://www.youtube.com/watch?v=SI-rsong4xs

3. Uniqlo Tokyo Fashion Map (Clothes Retail – Japan) http://www.uniqlo.com/uniqlo1000/

4. Nike ID Generator (Footwear – Japan) http://www.wonderactive.jp/award/2009/nike/nikeiD_generator/

And some you may have not seen before:

1. Nike Trackball: (Footwear – Singapore) http://www.vimeo.com/7046594

2. Visit the Other Britain (Tourism – Singapore) http://www.vimeo.com/7656988

3. Take the Wheel - Nissan (Auto – Australia) http://www.awardlook.com/nissan/370z/takethewheel/

4. One Day – Vodafone (Telecommunications – Australia) http://awardsubmissions.com.au/makethemostofnow/award_interactive.html

5. Hug a Day – Lipton (Tea – China) http://www.littlehairycrabs.com/awards_2010/lipton_milktea/

6. FogBar TV - Shiseido (Deodorant – Japan) http://birdman.ne.jp/awards/fogbar/index_en.html

Cheers