A TRIP DOWN MEMORY LANE - WEEKENDER - MARKETING Weekender
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www.marketingmagazine.com.my
ISSUE # 317 JANUARY 2022
WEEKENDER
A TRIP DOWN
MEMORY LANE
The power of nostalgia in marketing
WEEKENDER
EDITOR'S NOTE 10COVER STORY
04
You in
advertising, ah? Guilty as charged...
Nostalgia in
‘Yes, I’m work in advertising.’ This
Marketing
opening remark will draw a variety of Why piggybacking on nostalgia
responses depending on where you is back on trend for brands and
are, what time of the day or night it is... how it works
15 States Accuse
Google of
Cheating
Advertisers
and Colluding
Illegally with
Facebook
2185 readers chose
their favourite CNY
TVCs last year… 18 This is getting tedious. Google
and Facebook break the law.
They’re caught...
MARKETING WEEKENDER is published by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd Fuad 1, Taman
Tun Dr. Ismail 60000 Kuala Lumpur, Malaysia. Tel: 603-7726 2588 ham@adoimagazine.com. www.marketingmagazine.com.my
© All Rights Reserved By: Sledgehammer Communications (M) Sdn Bhd (289967-W) No part of this magazine may be reproduced
in any form without prior permission in writing from the publisher. While every effort has been made to ensure the accuracy of
the information in this publication, the publisher assumes no responsibility for errors, omissions and/ or for any consequences
of reliance upon information in this publication. The opinions expressed in this publication do not necessarily represent the
views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.
3
ISSUE317 JANUARY2022 | WEEKENDER
FUH!
Everyone is so
thrilled
“We’re thrilled to extend “We are thrilled to partner
our partnership with the BMW with iQiyi to create compelling,
Group in Asia Pacific, Middle first-rate dramas that are
East and South Africa through relatable to both local and
our proven Team Dynamic global audiences. Our aim is to
production model.” tell engaging Malaysian stories
Mish Fletcher, Interpublic driven by memorable characters
Group’s chief growth officer for and universal themes, but with a
Asia Pacific. fresh perspective.”
Juliana Foo, Executive Producer,
“I am thrilled to be a part of Juita Viden Sdn Bhd.
Carsome’s journey of building a
trusted car ownership ecosystem “We are thrilled to be
using data and technology.” partnering with Magnum to
Chief Marketing Officer, Ravi bring a moment of pleasure to
Shankar Mallavarapu . our fans in Malaysia.”
Charlene Wee, Partner Creative
“We are thrilled to have Manager, SEA from Netflix.
invested in Animoca Brands
at a time when NFTs were at “We’re thrilled to welcome
an inflection point between Krystal, whose spirit closely
reckoning and mass adoption.” aligns with our brand values, to
Jeff Gao, Cypherpun’’s CEO. the Charles & Keith family.”
Co-founder Keith Wong.
4
ISSUE317 JANUARY2022 | WEEKENDER
EDITOR’S NOTE
You in
advertising, ah? Guilty as charged...
‘Yes, I’m work in advertising.’ Is he or she eccentric, brilliant
This opening remark will draw a like Einstein, an egoist, multi-
variety of responses depending lingual, a passionate speaker, a
on where you are, what time of fuss-pot, a restless insomniac,
the day or night it is, what you’re a road-devil, a dashing crowd-
wearing, and the list goes on. stopper, a workaholic, alcoholic,
Almost everybody has or just living in a world devoid of
got some-thing to say about reality?
advertising and the people who All these colourful and
work in it. sometimes zany perceptions have
Advertisements: an ever- fired the imagination of many
present guest in the home, people who are not involved
making loud splashes for even with the ad business.
mundane everyday products, Then again, just who is this
always screaming for attention person who cooks up ideas, flies
along the highways and coaxing all over the place and works
today’s consumer with the ideal feverishly around the clock?
solutions to their needs. Do advertising people
That’s probably why everybody surrender their energies, time
has got something to say about it. and space for the love of the job
But what is the advertising or do they hunger for lots of
person like? money.
5 ISSUE317 JANUARY2022 | WEEKENDER EDITOR’S NOTE They generally work very hard convince someone else. because the profession itself is a Busy is the buzzword in this demanding one. Anyone who is industry. Ad people are always breezing through is probably not ‘busy’. doing much or is an insignificant It’s a constant level of nervous player in the whole mix. excitement that somehow propels Ad people work hard and play them to perform better. hard. Missing meals, rushing through They practically block out work and living on the edge of every-thing else from their mind deadlines, they definitely are a and concentrate only on the job bad example for the wise adage: at hand. This state of suspended no worry, no hurry, no curry. anxiety follows them wherever Many outsiders to the business they go, at all times of the day are bewildered by the rebellious and night. tattered jeans, earrings on a bald After all, an idea can pop up head, earrings and bangles anywhere: in the shower, in every-where else, sported by a pub or even while having a some odd ad guys and shake violent argument with someone. their heads in disbelief when told These curious creatures also this dress code is OK if you’re in work best when they get a feel advertising. Some wear turbans! for the product, experience it Normally, this motley crew first-hand and then create a comes from the Creative strategic statement about it, one Department and should not be that can inspire the advertising confused with their executive- direction. looking counterparts in Account I remember one client, who Service (also known as ‘Suits’). always insisted the agency On the social front, the personnel drive his new outgoing types feel at home automobile product before even talking to a bus conductor putting ink to paper. one minute and chatting up This is especially relevant in a luscious number at a fancy advertising, where you have cocktail the next. After all, aren’t to know your stuff inside out. they supposed to be experts on You obviously have to convince what the customer wants? And yourself first, before you can what better way than to be in
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ISSUE317 JANUARY2022 | WEEKENDER
EDITOR’S NOTE
the thick of things, touching the “You know child, your Grandpa
pulse of the populace, keeping wrote the tag-line for Coca-Cola
in tune with the times and joie de and it helped sell millions of
vivre, as it were.. drinks.”
Who was it who said that the And the little one could very
first law in advertising is to well turn around and continue,
advertise oneself? “Sure, but when are you taking
The advertising game may look me to Disneyland?”
like lots of fun, but there’s always To join the ad fraternity, one
mountains of serious work going will find it difficult to get in. But
on behind the scenes. One has to once in, you’ll find it difficult to
be logical, mentally disciplined get out. It absorbs you with its
and possess a large reservoir of never-ending electricity to excel.
strategic vision in order to make That’s just the way it is.
the idea fly. You only have to put your foot
For the dedicated ad pro, in the door to experience the
his job is both a science and addictive appeal this business
an art. It is the very essence of holds. Most ad people believe
his life. The world of ‘The Big they are best qualified for the job
Idea’. A lifelong pursuit for the they have.
perfect ad, the breakthrough
idea and finally, to create a little Anything else is a waste of life.
advertising history for posterity.
Memorable campaigns have
touched people’s lives for * This article is
generations, skillfully-punned taken from the
book Rainmaker:
brandnames and turn-of-phrase Making brands
and people
slogans have outlived even their famous and
creators. furious for three
decades. To
To the layman of course, all this get your copies,
email ruby@
may not hold such a profound adoimagazine.com.
implication. Copyright © 2021
Sledgehammer
Here’s a possible everyday Communications
scenario: imagine a retired ad (M) Sdn Bhd.
guy telling his grandson one day, CLICK TO GET YOUR OWN
COPY HERE
7
ISSUE316 JANUARY2022 | WEEKENDER
COVER STORY
Travelling back
in time
Capitalizing on the potential of Nostalgia
By Raihan Hadi
Spoilers ahead…you’ve been
warned.
Oh and if you’re not familiar
with the item above, you’re
probably going to learn a thing
or two.
Why does the Aston Martin
DB5 keep being James Bond’s
favourite ride?
8
COVER STORY
ISSUE317 JANUARY2022 | WEEKENDER
https://www.theshelf.com/the-blog/nostalgia-marketing
9 ISSUE317 JANUARY2022 | WEEKENDER COVER STORY Why did a mediocre show like Riverdale get so much viewer response? And why did Marvel bring back Tobey and Garfield’s Spider-men to the MCU all of a sudden? The answer - Nostalgia Marketing. Click to watch Piggybacking on nostalgia isn’t something new, but it Remember cassette tapes and definitely is one of the hottest boomboxes? Times when you trends for brands out there at the didn’t have a choice but to feed moment. your desires to listen to your It can be tiny insertions of favourite songs by fixing a tape something from the past for with a pencil? a target audience, such as the It would get worse if the tape end credits snippet for Berlanti got stuck inside the player… Productions in all CW superhero Those days are long gone, shows - an homage to Greg yet somehow not really because Berlanti’s father asking him to brands nowadays are creatively move his head while they’re injecting notions of the good having their family tv time, memories from our pasts into the watching a vintage television. various types of content we feed
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ISSUE317 JANUARY2022 | WEEKENDER
COVER STORY
on, just to tap into that happy ... Nostalgia
place in our head. has become so
Nostalgia has become so
powerful lately that many brands powerful lately
around the world are trying that many brands
to capitalize on it by befitting
means. It can be a meme, the
around the world
imagery on a product, or even are trying to
the whole style of a movie. capitalize on it by
If done right, it can put your
brain on a magic carpet and take befitting means...
it for a ride down memory lane,
back to days when your life was lives are being brought to a halt
(probably) much simpler. more frequently than ever, hence,
consciously or subconsciously,
But why now? Why is playing we’re all longing for bygone
on nostalgia working so well? days.
It is simply because the past Coming back to the example
two years have tied us up more of the latest Spiderman movie.
with masks and hand sanitizers, Usually I gather a couple of my
and less with people due to all friends whenever I’m going to
the social-distancing, and our the movies, but this time I didn’t11
ISSUE317 JANUARY2022 | WEEKENDER
COVER STORY
The evolution of Coca Cola bottles
even care because I’d heard branding works pretty well when
rumours that this sequel would you know your target audience.
bring back all the other actors A lot of us grew up during
who played the title role in the times when there was no cable
past. Not something all of my tv, or CD’s, and definitely no
friends can resonate with. internet. When we see brands
And they did! Oh the literal connecting with that past
tears of joy in my eyes when I and trying to make us feel
saw the OG Tobey Macguire as comfortable with their content,
the beloved Peter Parker once we naturally feel inclined to
again on the big screen! It was make them part of our lives.
like meeting the best friend I And cassette tapes (as shown
never had (lol). Not just that, in Guardians of the Galaxy, Star
they brought back two of the Lord’s favourite item along with
original baddies, with heavy the Walkman) or Spiderman
touch-ups on their appearances aren’t the only elements that
for obvious reasons. made us who we are today.
Before I deviate from the Think about games of carrom,
topic with the range of emotions road trips in minivans with
bursting within, and this is printed maps, or even something
exactly what my point is today, as simple as a glass bottle of
I think using nostalgia for cola - all part of fond memories12 ISSUE317 JANUARY2022 | WEEKENDER COVER STORY Tim Wildschut and Constantine Sedikides (right). Photograph: Richard Saker/Observer, Source: The Guardian (unless you were dumped by the Of course, most people from love of YOUR life while drinking 1886 are probably having dinner out of that bottle). with Santa as we speak and most Coca Cola is probably the people nowadays use Cola to most nostalgically connected clean their metals and other DIYs brand because they’ve been at home. Nevertheless, the brand around for as long as Santa has nostalgic value. Claus. The evolution of their branding and packaging are The Research behind it all… very powerful tools for not just Yes, there exists a research themselves, but filmmakers as paper by Professor of the well. Psychology Unit at University If you’re a filmmaker, you can of Southampton Dr. Constantine make a period flick about any era Sedikides that was published starting from 1886 to present day in 2009, which explains why and connect with your audience nostalgia in marketing works. by using even a poster ad for I’ll quote a bit from the source Coca Cola with their bottle from (NYT) here - Nostalgia had that era. been considered a disorder ever
13 ISSUE317 JANUARY2022 | WEEKENDER COVER STORY
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ISSUE317 JANUARY2022 | WEEKENDER
COVER STORY
... The effects of nostalgia and family members, holidays,
can come in different layers, weddings, songs, sunsets, lakes.
causing a little pain, cutting The stories tend to feature
out boredom, countering the self as the protagonist
loneliness and anxiety and surrounded by close friends.
The effects of nostalgia can
so much more - mostly
come in different layers, causing
positive stuff.
a little pain, cutting out boredom,
since the term was coined by a countering loneliness and anxiety
17th-century Swiss physician and so much more - mostly
who attributed soldiers’ mental positive stuff.
and physical maladies to their To test these effects in the
longing to return home — nostos laboratory, researchers led by
in Greek, and the accompanying Dr. Sedikides at Southampton
pain, algos. induced negative moods by
Despite having negative having people read about a
emotions attached to the word deadly disaster and take a
by the Swiss physician (Dr. personality test that supposedly
Johannes Hoffer), Dr. Sedikides revealed them to be exceptionally
began his research that stemmed lonely.
from an afternoon he had spent In the end, the people
with a colleague over lunch and depressed about the disaster
started reminiscing about his victims or worried about being
youth a little too much. lonely became more likely to
‘It is like creating an wax nostalgic. And the strategy
inexhaustible bank account worked: They subsequently felt
which is there for you if you ever less depressed and less lonely.
want to withdraw from it’. Despite being a tricky thing
The best way to describe how to play around with, you can
nostalgia works is probably by certainly start brainstorming
talking about us looking at old about using the “Nostalgia”
photographs with loved ones - factor in your branding for your
recounting happier and simpler next campaign. If you do it
times. right, that campaign might just
The topics are universal — be the key to the hearts of your
reminiscences about friends consumers.15
ISSUE317 JANUARY2022 | WEEKENDER
2185 readers chose their favourite
CNY TVCs last year…
#GamudaLand - Key to Happiness Create A Marvelous New Year - Happy Garmin Malaysia Chinese New Year Munchy’s CNY 2022:
[Chinese New Year 2022 Short Film Chinese New Year 2022 with EcoWorld 2022 The Little Things 加满满 (Jia Mun Mun)
RHB Chinese New Year 2022: Shopee CNY Sale 2022 is Here! AIA CNY 2022: COWAY CNY 2022:
A Spark For Change Journey to the WoW “Drink More Water!” COWAY
MALAYSIA
Etiqa CNY 2022:
Mak Saya Pendandan Rambut The Worst Feng Shui Master 神算 Grab CNY 2022:
The Auspicious Time Terhebat - McDonald’s Malaysia [Love Letters] Julie’s Biscuits Ah Ma Knows Best
Accumulate Happiness Ching Ching
Air Selangor CNY 2022 Glue of the Grab CNY 2022 Prepare for Hearts Build Homes - Tropicana
Ching VI 2022 CNY Music Video Family HUATEVER CNY 2022
IJM Land CNY 2022
MBSB Bank CNY Keep Roaring Perodua CNY 2022 - #ApaNkongBilang PETRONAS CNY Roaring Rewards
202216
ISSUE317 JANUARY2022 | WEEKENDER
This year, even more readers will make
their choices shine as best CNY TVCs.
Hér Prósperity Chinese New Year HLB CNY 2022: IPC CNY 2022 Year of the Woohoo Always Be There 2022:
2022 -Taylor’s University Ong Lai Tart Video (Health)
A CNY Short Film by Knife
MR.DIY CNY 2022: Spritzer CNY 2022: #CNY2022 - A CNY Reunion TNB CNY 2022:
“Family” ONG-ONG Wishes, SUI-SUI Dishes! Disaster… Almost! WonderFu Fortune
Watsons Malaysia CNY Main Film BIGPOS 2022 Chinese New Year Short Tune Talk Chinese New Year 2022 : CNY 2022: The Worst Feng Shui
2022 #WatsonsGrandestHBY Film The Journey RISE with Sheng Family Master Julie’s Biscuits
The annual MARKETING Magazine that comes with the commendation.
Experts’ Choice Awards, Top 10 CNY TVCs Brands, agencies and production houses
Edition 2022 has had great responses from are all welcome to submit their work for
TVC makers around the country. just RM 2,000 per entry.
While these TVCs have taken a shot at The voting period for the submitted
becoming one of the TOP 10 CNY TVCs of entries begins on 1st February 2022 and will
the year, you can give them a run for their end on 14th February 2022.
money by submitting yours as well. The top 10 winners will be announced
The window closes at 5 p.m. Monday, on 18th March 2022 on our website
31st January 2022, and until then and a special feature of MARKETING
MARKETING Magazine will be accepting Weekender.
all local CNY TVC submissions from Submit your CNY TVC now for
brands around the nation, as their TVCs the nation’s one and only TVC awards
stand a chance to be voted the best CNY determined purely by marketing and
TVC by our expert readers. advertising experts. To take a look
This year, the top 10 winners will at last year’s entry, visit our official
receive a certificate of recognition of awards website.
MARKETING Magazine’s Experts’ Choice
of Top CNY TVCs in Malaysia and the fame18
ISSUE317 JANUARY2022 | WEEKENDER
BOBHOFFMAN.COM
States Accuse Google of
Cheating Advertisers and
Colluding Illegally with
Facebook
This is getting tedious. Google on doing whatever the hell they
and Facebook break the law. want. I’m starting to think these
They’re caught. They pay a guys are untrustworthy.
chickenshit fine. And they go The latest episode goes like19 ISSUE317 JANUARY2022 | WEEKENDER BOBHOFFMAN.COM this. A few years ago a group price-fixing scheme in which of states got together and Google guaranteed Facebook sued Google for engaging in would win a certain number of monopolistic practices including ad auctions. lying to advertisers about its ad Just another charming week in auction policies. This resulted the lovely land of adtech. in some of its clients getting favorable treatment and Google Bob Hoffman is author of making more money. "Advertising For Skeptics", This week, new documents "BadMen: How Advertising Went were released showing that From A Minor Annoyance To A Google employees knew it was Major Menace" and several other screwing its clients and warned books about advertising. that it was trying to grow its sales by illegally utilizing “insider information.” According to The Wall Street Journal, one Google employee wrote that Google›s practices “makes the auction untruthful.» Additionally, Google ceo Sundar Pichai and Facebook’s Mark Zuckerberg were accused of participating in an illegal
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