Author Archive

What luxury brands can learn from retailers on mobile- Yi Wang

December 14, 2011 Leave a comment

Luxury Brand Vs online Retailer

Author Rachel Lamb’s article entitled “What luxury brands can learn from retailers on mobile” discussed how high-end department stores took the initiatives in mobile marketing to boost  sales of luxury goods.  I choose this article to share for three main reasons:

1. Im surprised to see how traditional retailers like Bloomingdale apply mobile marketing tactics such as QR code, an optimized mobile web site etc

2. Useful mobile apps to create a consistent and strong brand image: example the Dior App by Natalie Portman for Miss Dior

3. Creating a whole new mobile shopping experience with mobile videos

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Best PPT Slides from Cannes Lion Advertising Festival 2001, Yi Wang

December 14, 2011 Leave a comment

I am big visual learner, anything  picture-oriented, creative and colorful will catch my eyes and help me learn faster and more importantly stimulate my way of thinking. Having that said, I get overly excited and amazed by beautiful presentation slides or creative video ads. I am sharing this link with you because it provides you 106 best slides and points from Cannes Lion Advertising festival 2011. Got stuck in Boston like I did? Here is a short cut to the festival.

A small background about Cannes Lion Advertising Festival: Cannes Lions is where creative professionals come to debate, learn and be inspired; where the greatest industry honours are bestowed; where those pushing creative communications forward are celebrated.

My favorite slides:

#23- In 60 seconds what could happen

#44,45,46- the changing consumers /business/agency (I love before and after pictures, shoot me with the contrast!)

# 55-  Content (I love hand drawing!)

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The Chinese wealthy flee from China- Yi Wang

December 14, 2011 Leave a comment

Article link:

According to author Shaun Rein, the Founder & Manager Director at China Market Research Group, many wealthy Chinese are ditching their Chinese passport for two major reasons: better education for the next generation and the health care.  Statistics shows that 27% of Chinese with more than 100 million yuan ($16miilion) in investable assets have already migrated and 47% are considering leaving China.  Often times, people would assume that the government interference over private enterprises would be the major cause that pushes the riches away. The survey which conducted by China Market Research Group, on the other hand, tells a different story.

In fact, over 90 percent who took foreign passports kept their businesses in China and remained in the country over eight months a year. That hardly sounds like businessmen fearful about limited business operations and the government. As the interview continues, the real reason came out: the riches are simply terrified by the severe pollution and the stressful life style in big cities like Beijing, Shanghai and Hongkong.

As a matter of fact, severe pollution has weighed heavily on the entire population in China (not so sure if the government cares so much). Residents in Beijing worry so much about how air pollution is affecting their daily lives and health. Just last week, December 5th, 2011, the Beijing International Airport was shut down for hours because the smog was so thick that hundreds of planes were grounded.

The government has been focusing on economic growth for the past 50 years, we have all seen the where China is and we are all concerned about where China is going. As a Chinese citizen, I would like to see that the government take a more drastic step on optimizing environmental issues and implement a more sustainable plan. What’s the point of creating the wealth when you cant keep it with you?

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Be a 24hr Shopaholic!

December 14, 2011 Leave a comment

Do you enjoy shopping? I think most of the answers are positive. Especially we are in a time that shopping becomes very easy and convenient. All we have to do is to click on the mouse and fill out credit card information, then we can sit on the sofa and wait for the delivery. But sometimes it’s hard to find the right product online. Too many keywords and searching techniques are required! Have you ever feel frustrated after viewing 15 pages of searching results and find nothing appropriate? Maybe the new app from Google can help us to fix this problem.


Google Catalogs is an app to help customers searching and purchasing products online. Before this app was introduced, Google had created the Catalog Search in 2009 but the soon ended in the same year. The difference between Google Catalogs and Catalog Search is that the app allows people not just surfing catalogs but can actually purchase products through catalogs they find. Also, people can write down their comments on the product they bought and share it with friends.


Google Catalogs is an all inclusive interactive platform that assist customers as well as merchandisers. Companies can stop spending high budgets in printing ads. Not to mention they can change anything they want in 5 minutes, and give in time responses to customers reviews. Compare with traditional printing advertising, it’s also easier to capture customers’ attention. Wanna be a 24 hr nonstop shopaholic? Try Google Catalogs!

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The Modern Sherlock Holmes

November 16, 2011 Leave a comment

Sherlock BBC     Without a doubt, Sherlock Holmes is one of the most popular characters in the history. From movies to episodes, he is always the brightest star on the screen. However, keep filming around same old subjects do get people feel bored. So, what can producers do to re-attract their audience?

There is a successful case that worth studying. Recently, BBC One programmes has produced a whole new episode based on Sherlock Holmes novels-SHERLOCK. Your first reaction might be “What? Not again.” Indeed, audiences have no expectations before watching film. Same old story, same old character. But guess what, the average rating of the show achieves 28.4 which is really high watching rate. Besides from excellent scripts and actors, the unexpected success should be credited to their multimedia marketing strategy.

The modern Sherlock Holmes has well captured everyone’s attention. In the episode, our young Sherlock Holmes builds a website and named it “the science of deduction.”  Try to google the name and you will actually find the website. Instead of creating an official website just like other companies do, this will resonate more with audiences and keeping them to revisit the website to check if there are any new information.

Also, in the film, Dr. Watson owns a personal blog. He uses the blog to write things about how they solve the mysteries cases. In the reality, BBC actually builds a blog for Dr. Watson.  Audiences can leave their comments and questions in the blog, and get direct responses from Sherlock or Dr. Watson.

The BBC channel creates not only the chance to talk to audiences, but also the opportunity to spread out the words. People talk about the blog and the responses they have from Sherlock or Dr. Watson. The interaction between characters and audiences has become a perfect marketing tool, a chance for producers to create buzz without paying lots of money.

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Coraline: a great example in using interactive media

October 10, 2011 Leave a comment

     Who says animations can only be sold to the children? Coraline would definitely surprise them. Base on Neil Gaiman’s book, Coraline is a nontraditional fairy tale style movie which would scare even the grownups. Besides from the appealing contents of the story, the use of interactive media strategy has helped to lead the movie to a big success.

     Pay a visit to Coraline’s website, you can find many Coraline movie poster from wikidelicate interactive designs which will definitely appeal your interest and prolong the time you spend on their websites. They also create blogs for one of the main characters in the play- Sergi Alexander Bobinsky. In the blog, Bobinsky had a fantastic road trip and took down the journey with actual photos. This is a great interactive strategy to not only draw audiences’ interests but also increase their involvements both with the movie and the characters. The other BlogSpot for Coraline is designed to create buzz and announced all kinds of related news. This blog provides the space for audiences to offer their opinions and share artworks with others, which may strengthen the identification with the movie. The most unique strategy the movie used is the outdoor Coraline advertising which they called Storescapes. They are not just some simple printing ads put in the bus station, they are interactive ads! They connect one of the ads with sensors and use 3D images of ghost children to interactive with the pedestrians. Other displays are also designed to use various technologies to interactive with people in order to attract their attentions.

     The example from Coraline has provided the most powerful evidence in using interactive media to draw consumers’ attention and successfully create a big sale. Marketers not only need to chase the newest technology trend but also have to understand how to integrate the tools and bring them into a full play.

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