Anti-suicide bridges, bomb apps and flying supermarkets – marketing technologies of the future revealed at Mumbrella360
The growing trend for technology led-marketing is to be showcased at Mumbrella360 in a fortnight’s time.
Cheil, the Korea-headquartered agency that shot to fame in 2011 by winning a grand prix at Cannes with a virtual supermarket in a Seoul subway for client Homeplus, is to deliver a presentation on the technology available to marketers now and in the future.
Peter Wilson, Cheil’s retail planning director is to share experiences of working for the award-winning Korean agency and some of most innovative work from the region.
In recent months, Cheil was behind innovations such as a bridge that ‘talks’ to people to prevent them from jumping off it, a flying supermarket and a ‘bomb’ app that is persuading young Koreans to have Dunkin Donuts for breakfast.
Wilson said “One would argue that there is a massive step-change taking place in our industry. For the first time in 2012, an agency with its head office in Asia walked away with a Cannes Grand Prix Lions. This is likely to see the start of a new trend, where agency groups based in non-traditional markets are leading the new paradigm.”
A video outlining Cheil’s ‘Bridge of life’ can be viewed here. The session is part of a focus on Asia, developed in partnership with Destination NSW.
The talk will be given by Peter Wilson, Cheil Australia’s head of retail, who joined the agency from GPY&R Sydney’s retail arm Ideaworks earlier this year. Wilson will discuss the way in which advertising has moved away from a focus on Madison Avenue and towards a technology-led approach typified by much of the cutting edge work being created in Asia.
Cheil’s presentation will run in the newly introduced Asia stream at Mumbrella 360, created with the support of strategic partner Destination NSW and Vivid Sydney.
Dormitories in workplaces so once you are too tired, you don’t go home you simply sleep at the office and start again when you wake up. Oppressive management training where senior managers are loaded up with overnight projects then filmed in lectures the next morning where they are shamed if they are fall asleep. Junior staff are unable to go home until their senior does (regardless of finishing the tasks for the day) or they are seen as uncommitted to their job.
“Bridge for life” campaign is like applying a band aid to a gaping wound.
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Hmmm… talking bridges. I’m sure they’ll just go somewhere else unfortunately. But a good opportunity for a company to sponsor them and get some attention through it.
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Interesting comments Tony.
Have to say I’m very much looking forward to hearing what the new Retail Planning Director has to say re: available technology.
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Shit. I’m starting to repeat myself… ONLINE!
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Tony, this sort of sensationalism doesn’t help anyone. In fact it breeds misunderstanding and stereotypes. If you would like to discuss this with marketing professionals whom have actually lived and experienced Korea I would encourage you to contact us. Regards – An Australian Expat in Seoul
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Expat in Seoul,
The examples I gave are not imagined stereotypes. They are just some of the tragic examples I have had Koreans share with me regarding the pressures of Korean business culture. There are many other examples that are far less pleasant to digest.
Suicide at the highest rate in the world is not something that can be truly addressed with a campaign on a bridge at the point of greatest crisis.
Can you imagine the uproar in Australia if a life insurance company ran a campaign at The Gap at Watson’s Bay?
Whilst the bridge campaign may have reduced the suicide rate from one of the many bridges over the River Han, it is not really getting to the nub of the issue.
Here’s some insights on the bridge campaign from Dr. Kim Hyun-chung, a psychiatrist at the National Medical Center in Seoul:
http://www.pri.org/stories/hea.....11622.html
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