Ichiban taps new audience for MP3

The product launch marks Ichiban's first foray into Singapore's MP category, after it launched its MP3 players in Hong Kong in '04. The brand -- which also produces a range of consumer electronic and household appliances -- has tapped local consultancy Xung Asia to handle marketing activities, which will begin with a bus advertising campaign for the 'Fat Cool' MP3 and MPEG4 players. According to Xung Asia director of marketing Arjan Nijen Twilhaar, the presence of such established competitors as Apple's iPod, Sony and local player Creative meant a rethink was needed for Ichiban's entry; hence the decision to target the 13 to 16 year-old demographic. "I suggested a whole different new demographic -- 13 to 16 year-olds -- which is an untapped market for MP3 players, but certainly has spending power, especially through their parents," said Twilhaar. "(Creative's) Zen and iPod are a bit more for the young professionals, and I felt it needed something completely new." Ichiban made the decision to go with Pug Jelly following an introduction by Xung, which also designed the band's recent album cover. Pug Jelly was recently nominated for best local act at the MTV Asia Awards 2004. Twilhaar said: "Pug Jelly has the right image -- it's kind of raw and has a feel that's suitable for the whole demographic." Added Ichiban manging director Frankie Lee, Pug Jelly will also be utilised for marketing activities to support upcoming launches of the products in Vietnam and the Philippines, followed by other Southeast Asian markets. "The product targets the young and Pug Jelly is one of the Singapore rock bands which also wants to go overseas," said Lee. "If everyone plays their part, we can grow together." Ichiban will also launch print and POS and will roll out a Pug Jelly tour of Southeast Asia. Twilhaar adds that the MPEG4 player will hone its appeal for a more creative, young executive audience.