DaNing, a new life shopping and entertainment complex is targeting
'Digital youth' with an interactive website designed to tempt them to
visit the open-air complex in the Zha Bei district. SHANGHAI DaNing, a new life
shopping and entertainment complex is targeting 'Digital youth' with an
interactive website designed to tempt them to visit the open-air
complex in the Zha Bei district. "We created the DaNing experience online through a story of how a boy
and a girl meet there,"said Johan Vakidis, CD, OgilvyOne Worldwide
Shanghai. "Viewers can pick to follow the experience of the boy or the
girl, as there is a hint of romance to the tale."
Obviously if you're selling fags to young kids...that's wrong
Written by Webmaster
Tuesday, 28 November 2006
As youth audiences turn increasingly to the internet for their
entertainment needs, TV net-works must find ways to engage and hold
these fickle viewer. What are the key trends in youth programming currently?Talent
search and reality-based programming are attracting the youth, but the
appeal is declining. There is just too much of the same. Only high
quality shows will last. When does product placement in programmes targeting young people become ethically dubious, if at all? Youth today are very discerning. It is not so much an ethical issue,
but more a turn-off for viewers, who see it as unnatural and overly
commercialised.
Campaign capitalises on the current craze for user-generated content via interactive banner options. SINGAPORE Motorola is launching a new regionwide campaign that allows users to become part of its online banner advertising. The push, for its new Moto Krzr line, has been developed by
DraftFCB, and is being touted as the first time viewers can see
themselves live on the banner via their webcams. By accessing the
banners via Motorola mobile phones or special kiosks in Singapore,
users record the snapshot, which is uploaded onto a gallery at Krzr's
microsite, where the visuals can be manipulated into a variety of
kaleidoscopic designs.
Castrol
is launching a global brand campaign to drive sales and bolster the
image of its Magnatec car engine oil. SINGAPORE Castrol is launching a
global brand campaign to drive sales and bolster the image of its
Magnatec car engine oil. Devised by Ogilvy & Mather Singapore, the
campaign will break in
Asia-Pacific early next year, and has already rolled out in Poland,
with Turkey, Russia, the UK, Germany, Iran, South Africa, Brazil and
Argentina to follow. TV, digital, point-of-sale and print executions
will run, with different versions for Western and Asian audiences.
News & Articles 
DaNing, a new life shopping and entertainment complex is targeting
'Digital youth' with an interactive website designed to tempt them to
visit the open-air complex in the Zha Bei district. SHANGHAI DaNing, a new life
shopping and entertainment complex is targeting 'Digital youth' with an
interactive website designed to tempt them to visit the open-air
complex in the Zha Bei district. "We created the DaNing experience online through a story of how a boy
and a girl meet there,"said Johan Vakidis, CD, OgilvyOne Worldwide
Shanghai. "Viewers can pick to follow the experience of the boy or the
girl, as there is a hint of romance to the tale."
As youth audiences turn increasingly to the internet for their
entertainment needs, TV net-works must find ways to engage and hold
these fickle viewer. What are the key trends in youth programming currently?Talent
search and reality-based programming are attracting the youth, but the
appeal is declining. There is just too much of the same. Only high
quality shows will last. When does product placement in programmes targeting young people become ethically dubious, if at all? Youth today are very discerning. It is not so much an ethical issue,
but more a turn-off for viewers, who see it as unnatural and overly
commercialised.
Campaign capitalises on the current craze for user-generated content via interactive banner options. SINGAPORE Motorola is launching a new regionwide campaign that allows users to become part of its online banner advertising. The push, for its new Moto Krzr line, has been developed by
DraftFCB, and is being touted as the first time viewers can see
themselves live on the banner via their webcams. By accessing the
banners via Motorola mobile phones or special kiosks in Singapore,
users record the snapshot, which is uploaded onto a gallery at Krzr's
microsite, where the visuals can be manipulated into a variety of
kaleidoscopic designs. 
Castrol
is launching a global brand campaign to drive sales and bolster the
image of its Magnatec car engine oil. SINGAPORE Castrol is launching a
global brand campaign to drive sales and bolster the image of its
Magnatec car engine oil. Devised by Ogilvy & Mather Singapore, the
campaign will break in
Asia-Pacific early next year, and has already rolled out in Poland,
with Turkey, Russia, the UK, Germany, Iran, South Africa, Brazil and
Argentina to follow. TV, digital, point-of-sale and print executions
will run, with different versions for Western and Asian audiences.
