DIARY: Rant

<p>It amazes me to notice that some agencies make huge mistakes in the </p><p>execution of Asian campaigns and dare to call themselves leading </p><p>agencies. </p><p><BR><BR> </p><p>It shows that one should really stick to one's core specialty. </p><p><BR><BR> </p><p>In Coca-Cola's Qoo website, the Qoo Thai e-card is matched with </p><p>traditional Balinese music, which is of course Indonesian. This just </p><p>kills the whole thing. And I'm not even talking about the tacky </p><p>traditional music which would appeal more to a 50 to 70-year-old </p><p>nostalgic than a teenager. </p><p><BR><BR> </p><p>Three things emerge from this mistake: </p><p><BR><BR> </p><p>The agency does not know Asia and did a lousy job in its research. Too </p><p>bad for an Asian agency. </p><p><BR><BR> </p><p>The client does not know Asia. Which is surprising, given Coke's huge </p><p>Asian presence, especially in Indonesia. </p><p><BR><BR> </p><p>Someone thinks that consumers are really dumb. Yes, that must be it, </p><p>these are teenagers and wouldn't know anything. </p><p><BR><BR> </p><p>In a market already criticised for lacking creativity in a digital </p><p>environment, it shows how well people do their research and carry their </p><p>creative direction into their finest details. Not! </p><p><BR><BR> </p><p>Simply put, it's appalling. </p><p><BR><BR> </p><p>Whoever you are and whatever you want to get off your chest, send your </p><p>rants to rant@media.com.hk and we'll print them anonymously. </p><p><BR><BR> </p>