Claire Davidson at Day One of Adstars in Busan

The Sweet Shop’s Executive Producer, Asia and MENA Claire Davidson is attending the AdStars 2013 International Advertising Festival in Busan, South Korea. The Festival kicked off today with Claire (pictured on left) in the audience. Here is her Day One report of the program.

It was wet and rainy in Busan this morning, but that didn’t dampen anyone’s spirits for the commencement of the 6th Annual AdStars Advertising Festival in Southern Korea. 

This year, the festival is on a mission to “Share Creative Solutions, Change The World”, with themes of “Discover Diversity” and “For Human Tomorrow”. 

AdStars shines a bright spotlight on cultural diversity, and their ethos heroes the search for innovative advertising that contributes to the betterment of humanity. Serious indeed. In fact, they’re so earnest about this, that this year PSAs in the competition will be placed above commercial advertisements; based of the benefits in changing public attitudes and raising social awareness. 

It should be a very worthwhile three days ahead.

The first batter up to the podium was Jimmy Lam, Vice Chairman & CCO of DDB Group North China, who brought us his seminar on Asian Creativity Rooted with Cultural Diversity.  Asia is diverse in so many ways – culture, ethnic groups, language, customs, tradition, history, food, religion, and political systems. There is of course some impact from Western pop culture, and a lot of thinking is based on the Western way of thinking. However we are so lucky here in Asia that so many of our countries are a treasure box of different materials – which enable us to make our creativity different to the rest of the world. 

Jimmy went on to show examples of work from around the Asian region, tying the above to their products. Some of these highlighted areas such as Corruption (for Morphy Richards Juices in India), Trust (a moving spot titled ‘Key Auntie’ for Alipay China), Martial Arts (two Thai Muay Thai boxers dancing for Dutchmill Smoothie Thailand) to Importance & Trust (jp domain addresses from Japan Regulatory Services) to Platforms For Stories and Freedom of Speech (the controversial ‘I Am Mumbai’ for Mumbai Mirror).

Jimmy (kindly) also showed one TVC from Australia. This was our very own Steve Ayson’s ‘Beer Chase’ for Carlton Draught.  He pointed out that in the Asian market, and with Asian clients, the creative would have struggled to get through, as the cultural hurdles would just have been too high.  Yet, he noted, it worked wonderfully well for where it was designed to run. Cheers, Jimmy!

Jimmy summed up by telling us all to look into our treasure boxes, discover and use our own unique, local cultures for inspiration.

Josy Paul (left), Chairman and CCO of BBDO India, was next up to speak. His keynote statement:  today we need to create more acts, not ads. Righto, off we go.

Josy discussed the idea that advertising has to do more than sell products. It has to do more than simply be a 30 second television commercial or nicely designed print ad. We need more from our ads.  We need platforms for expression. His case study was for the Gillette campaign against lazy stubble, which created a movement across India. It generated a platform for women to state their opinion. This was followed by another successful action-oriented communication with the same brand – this time focusing on women shaving their men. This time sex appeal was added to the equation – always a winner!  In today’s social and technical world, the more action you create, the more people will get involved. People want to be part of something bigger. People understand the language of action and people come to the platform. What you want is for your action to generate discussion and generate news. This helps in turn to generate belief in your brand. Today, brands are not just about selling products. Clients and agencies need to create a reality that everyone wants to be part of.

Diana Cawley, Global Head of Retail for Cheil Worldwide, today discussed the global realignment of brands in response to today’s shifting thoughts and attitudes.  

The retail focus is making sure the product is always purchased.  

Bottom line.  

The brand has been built, and promoted in media by agencies run by the creative likes of Jimmy Lam and Josy Paul. From that point forward it’s about the brand experiences.  Products are now touched and felt and experienced by the consumer.  The brand is real once the product is purchased.

During the past ten years, product realignment has changed in two main ways:

a) consumers demand a more complex, rounded relationship with brands; and

b) communication is now a two-way dialogue between the brand and the consumer.  It’s no longer just the brand talking to their consumer. 

The customer today is “Always On”. Communication must always reach them when they are making their decisions. Today it’s quick and it’s demanding.  Campaign integration and campaign / communication touch-points must reach shoppers at every stage of their purchasing journey.  Buyers purchase every minute of every day, and thus strategic insights must be out there to match the mindset of the consumer.

The ideal brand builds a relationship with consumers.  It has to connect on a local, cultural and social level.  It needs to be relevant to that individual’s lifestyle.

Shopper needs have not changed. I need a product. What’s right for me? That’s what I’m going to get. Am I paying the right price? What’s out there? Where do I find it? Where will I buy it? Do I like it? What people need from their product hasn’t changed, but how people shop for it is very different.

Realignment is about the brand, the consumer, the community, and the media. These are all inter-connected, and must all communicate together. Everything now happens at the same time.  Personalisation is easy, and it’s very important. The point of experience is also critical.  It’s now instant, everywhere and personal.

Interestingly, Cawley rolled out a few unexpected statistics:

    •    In South Korea today, 13.8% of women shop by smartphone, and 15.5% of men do the same.

    •    42% of people shop online whilst watching television.

Digital has changed the retail experience forever.  It’s about identity, culture and purpose.

There are a few new items on the agenda at the 2013 AdStars; ‘Brand Stars’, ‘New Stars’, and ‘Ad Win Win’ are all debuting at the three-day festival, as is the ‘Creative School’ seminar programme.

The Creative School comprises a collective of creativity development sessions, in which leaders in the fields of education and advertising will discuss creative global talents, creative development initiatives, and the continuing need to drive forward the creat
ive economy. 

There will be eight programs in four fields – aimed at teenagers, college students and adults.  I headed down to watch two of these today, because I’m speaking here on Saturday (eek!) and both Heakyung Lim’s keynote opening speech on ‘Multiple Intelligences and Creativity” and Thomas Hong-tak Kim’s seminar on “Creativity Can Change the World” were in Korean.

Unfortunately my Korean is fairly – you know – non-existent, so I couldn’t garner anything further to share with you on this, I’m very sorry. Right now it’s time for the Opening Ceremony and Opening Dinner.  With any luck I’ll find some friendly punters who can give me an idea of what went down with the youngsters in the Creative School, and will report back in the Day Two wrap up.

See you all tomorrow.

Claire Davidson, Executive Producer, ASIA and MENA @ The SweetShop reporting in for Campaign Brief Asia at AdFest 2013.