mulan-the-movie

For those who don’t know the story, Mulan is a young woman who disguises herself as a man to substitute to her father to go to the war. A disguised woman among ruthless men, she demonstrates courage to defend her patrie and becomes a national hero.
An inspirational figure in Chinese culture, Hua Mulan is on its revival today. Mainland blockbuster Mulan (Hua Mulan) released on Nov 27 made RMB32 million (US$4.69 million) at the box office within three days, raising to number 2 at the box office after its opening weekend behind 2012. I dare to predict the movie an honorable success without watching it.

 Why? Because the legend of Mulan stirs strong emotions for Chinese people :

x Piety. One of the most fundamental virtues of Chinese culture and Confucianism is “Piety” or Xiaozi (孝子), dictating one should honor his/her parents and ancestors. Mulan proves the ultimate devotion by braving danger and death. She goes through self-alienation when disguising herself and denying her woman identity, but she still obeys to a strong traditional rule. By obeying to that rule, she is forgiven for breaking others.

 mulan2

x Nationalism. China has always been keen on preserving its unity. Until today, nationalism is widely spread among the young generations (the ones going to the movies and surfing on the net). Mulan goes to war in substitute of her father. She is willing to protect her family’s honor and safety, travel to unknown territories threatened by foreign attacks and willing to sacrifice her life for her country.  Moreover, the legend proves to be politically correct today as she also reflects the shift from women’s supporting role in Chinese traditional culture to communist era when women were given equal positions with men.
 

x Myth & Culture. A myth requires poetry, legend and mystification : Mulan appears for the first time in a Chinese poem named Ballad of Mulan around the 6th century. If the eponymic character has not been proven to be either fictional or historical, that doesn’t really matter as we tend to idealize more the undefined. The floating gender, a woman disguised as a man, also contributes to enhance the power of the myth : Mulan allies the qualities of a woman (she is soft, shy, said beautiful of course) and also the qualities of a man (courage, braveness, independant and rebellious spirit), thus desirable in the eyes of both genders.

I’d say it’s a good chance to understand better the Chinese culture and possibly to decypher the current socio-political trends. Pop-corn anyone?

 

Happy October Holiday

Happy October Holiday

 
 
I just read an interesting article about advertising in virtual worlds on the Digital Marketing Inner Circle.
 
The article called “Innovative movie promotion on virtual worlds” introduces a general overview and a small case study for movies launch on 3-D singaporean environment TwinityJames Bond, Batman, The Spirit and Angels and Demons.
 
Virtual worlds are truly impressive both from a user and a marketer angle: the easthetics, the promise of an alternative reality, the integration of all kinds of media and interactive games…
 
But these platforms are really difficult to master. Just to customize an avatar, design and monitor a campaign requires a lot of time and people.You have to outsource to specialised companies and experts anyway.
 
 “Virtual worlds are a relatively new medium” article says, true, but I think it’s rather a relatively newly used medium.
 
3 years ago in my previous company in Europe we launched actions on Second Life for one of our magazine. SL was quite hot at that time  - politics were having their campaigns there and there even was cyberterrorism. We did our little experiment as we were trying a new toy and that was it.
 
Who should use virtual worlds for advertising ? In my opinion 2 kinds of people : firstly entertainment industry like media, music, movies and video games. And secondly the ones who want to create buzz and bring attention to their action – politics to show they’re cool and activists to generate PR.
 
I will only focus on how to use effectively this medium for the entertainment industry.
 
To begin, I don’t think regular release on virtual worlds is very relevant, even with features like buy items and engage fans in discussion. Interactive games is the very least you can do.
 
To quote the article introduction The challenge of advertising in virtual worlds involves taking advantage of their unique features” This is rule # 1 : don’t just replicate what is done on other mediums aka make a magazine online or a traditionnal online advertising campaign on a virtual world with a little 3-D twist.
 
Take it to the next step.
 
To use effectively virtual worlds and its advantages here is what can be done in my opinion for those whose target is active on the medium.
 
x Create a teasing. Don’t just arrive on the world and paste your poster. This is what I call badvertising. Instead, start to give some hints. Create a relevant mystery, like angels and demons, but without naming yourself.
x Use influencers already active in the world or make sure you create yours sufficiently in advance. Two reasons : the complexity of these worlds make them difficult to master as I mentioned above and users on virtual worlds don’t easily trust newcomers (just like in forums)
x Spread your teasing, your buzz and engage more and more users without mentioning your brand/product at first. It’s better risk controlled if it doesn’t quite work out. Once the audience is fully engaged, then you subtly reveal the brand/product behind it.
x Reward immediately the people who engaged with you during the campaign. Give them something really valuable, not just an exclusive itw of Daniel Craig (he’s hot but who cares?). Give something in the real life (movie tickets, pass, free subscription, invitation to offline event..) to really bound with your audience
x Use viral and PR to leverage your action.
x Clean after you. Don’t just abandon all elements of the campaign behind if you must leave.
 
I’m really looking forward to see how this can be used in China where young people level of engagement with virtual is extremely high.
 
To be followed…
 
Sources
 
 
 
 

china_town

 
 

Last week when my friend invited me to his birthday party saying it was hosted in a new club, I said yes in a heartbeat. Friends, Champagne & new clubs are things I can’t resist to. What, in Hongkou? Even better.

 

Mind you, this guy is so cool his birthday was celebrated in a club that had not opened yet – the long time awaited Chinatown, a place so hip the Shanghainese glitteratis are going all the way to Hongkou to discover it.

 

We arrived in a dodgy dark street full of night restaurants, the kind of street that makes you ask “Are you sure it’s here?” and check the address 12 times. Then the doors of Chinatown opened and we got in.

 

When I bumped into a gorgeous Dita Von Teese look alike dressed up in a Brazilian carnival costume I fell in love with the place right away. In this old 3 floor David Lynch-esque theater seemingly resurected from decadent past times, I really felt like being in Twin Peaks – without the creepy little guy though (that’s fortunate)…

 

 Who are these people? This is what I kept asking to my friend when we were watching the show : Chinatown dolls performing french can-can, live music and jazz singers, burlesque and vaudeville entertainers interacting with a stylishly and appropriately dressed-up audience.

 

Gosney & Kallman’s Chinatown is fun & crazy, dreamy & real in the same time : just beyond what you expect to experience in China. But to really understand what I’m talking about you have to go. You’ll probably meet me there with friends & Champagne. What else? Book your table in advance.

 

Address 471 Zhapu Lu, near Haining Lu Reservations 6258 2078 Hours Wed-Sat 8pm-2am

How far would you go? Katie Cassidy in Live! © Pretty pictures

How far would you go? Katie Cassidy in Live! © Pretty pictures

 

ZeroSocialMedia, one agency blog about Social Media in China, published an interesting post in extent to one I had previously read on Mashable on how social media contribute to enhance individualism. People belonging to what is called now “Generation Me” are using such tools for ”self-promotion, narcissism and attention”

To understand this phenomenon, we have to look at our era largely influenced by media evolution trends coupled with wild capitalism in most places of the world.

Let’s simplify the mechanism and create a chain :

Technology and equipment development > devices multiplication >production costs decrease > communication speed increase. Then we witness the emergence of UGC (User Generated Content) a fabulous model in which people create content for free and offer it at anyone’s – or almost, disposal. By using UGC and triggering Egos, media manage to make profits with low costs programs for satisfying the hunger of wide audience.

Reality TV and talk shows are the exact reflection of Generation Me. Unsignificant people are encouraged to provide more “individual content” and get rewarded with money or pseudo-fame.  The easier it is to upload and broadcast content, the more individualism strenghtens. 

Someone working at a high position in a very big media corporation recently told me proudly about his job ”We are creating dreams“. “In fact, you are creating illusions” I replied, “You can fool the audience, but don’t fool yourself my friend.”

This makes me think about latin “Panem et Circem”. To maintain peace,  people must be feeded with bread and entertained with games. As entertainment has become the new opium of the masses, our societies are providing more efforts to entertain masses rather than feeding people with much needed resources.

Getting back on the subject, China has always been focusing on its unity, from unification of the territory and of Chinese language two thousands years ago until the “One World, One Dream” slogan for Beijing Olympics. At some point, contradictions will emerge between “Generation Me” and “Generation We”, their parents and grandparents who lived a totally different era and shared dramatically different values.

Seems like the letters are reversing and the society evolving…towards what exactly?

madmen

Today’s post is about a fabulous serie I discovered couple months ago. Why today? Because today is the day the 3rd season airs officially on AMC and the day I will start stalking my (very legal) dvd shop downstairs.

If you haven’t watch the serie Madmen yet, watch it immediately. If you work in advertising and haven’t watch it yet, well, it’s almost an unforgivable sin but I am here to help you catch up with this show scoring 19 Emmy nominations this year.
 

The pitch

 
The serie is set in 1960 in New York and focus on a group of men and women working in an advertising agency. Through complex characters with different motivations and desires – success, freedom, the chase of the next thrill, the serie reflects American society and its evolution, dealing with themes such as sexism, homophobia and racism. The characters are entertwined in a web of affairs and adultery, compromises and power-playing. Just add a lot of smoking and drinking, and you’ve got the picture.
 

Beyond the Pitch

 
But beyond all this debauchery, there is a recurring nostalgia : the characters are  living moments in their own lives and in the history when everything is on the verge of changing.The fear of losing control, the anxiety facing what we have in the present for a future still undefined.
joan

That makes me feel nostalgic today. Not that I wish I lived in New York in 1960. I am perfectly fine in Shanghai 50 years later. But really, in this era full of hipsters, hobbos, poorgeois, look alike models reminding Aldous Huxley “Brave New World” and real TV eurotrash skinny boys and girls, it is refreshing to see some elegance on the screen.

I am not only talking about gorgeous women and men with an attitude, but about the global atmosphere and the beauty of the dark photography, the music and the dilemmas.

The elegance of living in a different scale of time : just imagine for 2 seconds working with no emails no cell phones, pitching to clients with a real draws and not some bullet points ppt, drinking martinis instead of instant coffee or herbal tea to brainstorm and celebrate. If there is such an agency today, I am available for an interview ..

 
So the show naturally stands out and AMC does it all. The official website has lots of features and advergames including quizz, fashion files and cocktail guide. I couldn’t resist when I saw the link to Madmen Yourself : nothing new in terms of interactivity, just some fun to reward the fans. And your Fans are your best ambassadors
 
 
MadMen_Yourself_Buzzandthecity
 

In China ?

 
The show is not broadcasted in Mainland China but a couple months ago, a good friend of mine had the brilliant idea to throw a Madmen party in Beijing. Basically it was about getting dressed up 60′s style, drinking Old Fashion and Martinis, trying to behave while listening to Jazz in a private Penthouse – one of the best parties I attended this year. It’s a shame the Stylites website doesn’t show more pics of the ladies as they were gorgeous (I do have some of these pictures somewhere).

The learn? Conquest your audience and they will happily work for you…for free

PS Shanghai fellows, we should definitely throw one in Shanghai just for the sake of being in the asian New York of the 3rd millenium..