We have moved to BrandMalaysia.FM

BrandMalaysia.FM

After a lot of hard work by our team, we have finally relocated to our beautiful new home at www.brandmalaysia.fm. The move is to enable us to provide a better experience for you - our subscribers, Radio24 friends, listeners and visitors. The new site will also allow us to improve our podcasting services, which will be revamped soon.

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Win Tune Money Prepaid Visa cards, Tune Money Insurance and Jen Siow photography session

This week on Brand Malaysia with Peter Pek, we have lots of prizes to giveaway!

You can win:

• 5 X Tune Money Prepaid Visa Card preloaded with RM100.00 cash*
• 5 X Tune Money Personal Accident Insurance Coverage worth RM100,000.00 each*
• 1 X Personal Photography Session with Jen Siow worth RM5,000
  

There are now 3 easy ways to enter! Choose the most convenient one for you, or try your luck with all 3!

1. Enter via SMS
To enter, just send us an SMS. Type R24 BRAND followed by why you like listening to Brand Malaysia. And don't forget your name. Then, send your SMS to 32728. It's that easy!

EXAMPLE:
"R24 BRAND I like Brand Malaysia because... Johan."
Send to 32728

2. Enter by leaving a Comment
Leave a comment for the post In Tune Money and choosing the right photography studio. Every comment goes into the contest. Make sure we can contact you by email if you win. We will never sell your email, so don't worry.

3. Enter by Subscribing
Subscribe to our free feed, and get updates on new posts as well as new contests. Just enter your email in the subscription box on the right. Every subscription qualifies for an entry.

You can send as many entries and you can use all three methods if you like.

* Note: You must be aged 18 years or over to enter.
This contest is only open to residents of Malaysia. Contest ends Noon 21 March 2008.

In Tune Money and choosing the right photography studio

This week's guests on Brand Malaysia with Peter Pek are Tengku Zafrul Tengku Abdul Aziz, Chief Executive Officer of Tune Money (also known as the blogger CEO), and Siow Jen Hor (better known in the industry as Jen Siow), Chief Executive Officer of Jen Studio.

Tune Money is Asia's first "no frills" online financial service. Incorporated in 2005, the brand seeks to provide a one-stop financial services platform which offers affordable services for the "under-served" market. It aims to offer financial and investment products which are up to 35% less than what is available on the market by eliminating any middleman. It launched Malaysia's first mobile-enabled Visa card service together with Celcom; Tune Card, a prepaid Visa card, as well as the Red Card, a prepaid Visa card for thosed aged 15-17. The brand launched a campaign that featured its CEO, our guest for the show, and its current tagline is "Looking After You".

Tengku Zafrul appears in Tune Money ads

Jen Studio is one of Malaysia's leading advertising photography studios. Located in Kuala Lumpur, its dynamic team of creative and technical experts serves both local and global clients, including those from China, Vietnam, Indonesia, Lebanon and Russia. Facilities include a studio with a motorised turntable, a full fashion studio, and complete in-house digital post-production for web and print-ready images. The studio also develops virtual tours of objects and environments. Clients include L'Oreal, Maybelline, Garnier, Eversoft, Secret Garden, Follow Me, Neutrogena and Safi.

Jen Siow's shoot for the Hilton

What were the challenges faced when it came to launching a new financial services brand like Tune Money? What is the thinking behind putting the CEO of a company on ads and promotional materials? What is Tune Money's differentiation? Where does Tengku Zafrul find the time to write a blog? What should one look for when it comes to choosing the right studio for an advertising project? Photography studios are also trying to brand themselves. How are they doing this? Why are advertisers opting to use foreign models as opposed to local ones?

Don't miss this week's show!

Superbrands book contest winners

Here are the winners from our Superbrands book contest. Congratulations! An overseas edition of the hard-cover coffee table book will be couriered to you.

1. Kamal Ibrahim 019 296 XXXX
2. Grace Cheah 012 298 XXXX
3. K Kamal 016 521 XXXX
4. S Velupillai 012 262 XXXX
5. NK Tan 016 342 XXXX
6. Raj Singh 012 203 XXXX
7. Azizah Rosli 017 610XXXX
8. Yean Chee Cheong 016 311 XXXX
9. Nik Ismail 012 373XXXX
10. Andy Ong 016 685 XXXX

Louis Vuitton's first ever TV commercial

Louis Vuitton, the quintessential luxury brand, has launched its first ever TV ad. Called "Where are you going?", the 90-second spot takes viewers on a journey that is painted with engaging imagery. Produced by Ogilvy Paris, the attempt is certainly an unusual move by the luxury brand to communicate key values of the brand to a wide audience.

It has not been easy for luxury and fashion brands such as LV to take their messages from the pages of magazines and transport it into a medium such as television. One of the main commercial reasons is the audience - their brand is not designed for mass-market consumption. The cost of a top-range LV travel bag will allow most economy travellers to get a round the world trip ticket, with some spare change. So why has LV decided to take its message to the masses?

There will be a lot of debate among brand strategists around the world as to the value of such a move, and importantly, if the strategy works. What do you think?

Either way, enjoy the commercial.

How Burger King captured brand and product loyalty, and made it viral

I recently came across a very clever campaign by Burger King that demonstrated how a brand can capture all the emotions that can be associated with a brand and their products.

The simple but ingenious plan was to set-up a Burger King store on a particular day, and then tell customers visiting that store that the Whopper, their signature product, was not available, and would no longer be sold. Not in this store. Not in any other store. Ever.

Their reactions were then capture on film. A series of videos were then posted on a website called whopperfreakout.com. You can clearly see that people were upset and shocked. Visitors can then embed the video and email it to their friends. Brilliant!

Burger King used television spots to create awareness, stir up curiosity, provide amusement and perhaps even to shock. This was the catalyst for people to visit the website, and for them to propagate the campaign.

Peter's Branding Tips

• Look at ways to capture desire, want, need, loyalty, etc., for your brand.
• Be creative when it comes to an online viral campaign. It needs to provide something in return for anyone who is going to propagate it for you. Is it something shocking? Is it funny? Humour tends to work well as people love sharing jokes and funny videos.
• Think about using another media to kick-start the campaign - a catalyst if you like.

Stay tuned to Brand Malaysia on 93.9FM as I will be talking to Burger King very soon. Watch this space.

Training for advertising "newbies"

New to the advertising industry? Drowning in the brand new shiny world of adland? Confused? Then maybe it's time to buff up with Shine.

Shine is a training programme initiated by the 4As (Association of Accredited Advertising Agencies) and developed by 95% Trainings. It is for advertising individuals with 1-5 years working experience in marketing or advertising. Participants will go through rigorous and hands-on exercises that will push them to explore themselves and gain empowering insights. The purpose is to train already motivated individuals to climb to greater heights.

In a nutshell, the Shine training shows young talents how to overcome barriers they weren't prepared for in university, how to deal with situations that usually would take years of experience to understand, how to contribute to their companies in ways that groom them to become leaders, and also how to manage obstacles they face within their company.

The Training Objectives

• Explore their role in the advertising & marketing industry and how their contribution can make a difference.
• Explore and breakthrough limiting beliefs and mindsets that get in the way of their success.
• Liberate their creativity and reignite their passion.
• Develop 'people skills': from understanding clients and agencies, inspiring colleagues, to being able to relate to the target audience.
• Practice applying the learning to the whole process of creating and marketing a campaign: from strategising to creating the work, to presenting.

For more information on this program, click here.