DIARY: Rant

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

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