Just can't understand the copywriting

Just can't help it but to blog about this ad in Kompas on page 28 at the Metropolitan section today (Jan 25, 2008)

This is a half page full color ad that cost about Rp.150++million from a property project called "GRAND MATOA". Firstly the brand tagline 'The Genuine of South Jakarta Residence'. I was really scratching my head trying to figure out what the line is trying to say? Man! The tagline is supposed to do justice for the brand but in this case, it's the opposite.

Extracting word for word the headline and bodycopy of the ad :

Headline : "Discover the sophisticated things around...."

Bodycopy : "Grand Matoa, the private residence in South Jakarta that has been arranged seriously by taking friendly-environment into consideration. Besides the exclusive minimalist architecture, experience as well leisure time in your own home with a green haven surrounding you."

After trying very hard to make sense of what the ad is trying to say, I end up scratching my already bald head even further. What on earth is that all about? Perhaps, the only reason that I can think of is that the copy was done in Bahasa Indonesia and translated to English word for word. Well, my Bahasa Indonesia is not good at all but trying to read the copy in it gives me a rough idea but still, half baked. I supposed the main point here is to understand the idea behind the writing and then do the translation within the context.

Then again, this might not be a copywriter or an ad agency who created this ad but, the marketer of the property themsleves who are the wannabes of a creative person. Who knows, there are lots of them out there.

What a waste of good money.

SIMPLICITY in Advertising

Reference is made with this book >>The 22 Irrefutable Laws of Advertising<< All advertising practitional should have this book to at least, be used as a guide in maintaining some decency in their work. Better still, the clients and marketers in MarCom should also be reading it as well so as to have a better understanding in the thought processes of their Agency. Although the book has been in print and copyright @2004, the case studies put forth are as relevant today as it was then when these ideas were first used.

The word 'simplicity' is so simple yet it is so hard to digest and be accepted when ads are created based on its philosophy. Perhaps it is the fault of the creative and the brand team in the agency who fail to sell the idea to the client. Then again, it might be the client who thought the idea was too 'simple' and hence unacceptable. Obviously there are many more arguments to it than just meet the eyes but, it is essential to have a strong and compelling reason in order to be simple. It's just not that 'simple' afterall.

Premier Lounge T2 Soekarno Hatta

With my ANZ platinum card, well..got myself to make full use of the lounge FOC, Thanks ANZ despite having to pay the high renewal fee. Nevertheless, it was well worth it since I get to use this facility at least once a month, not to mention I can also get free 2 free drinks and snacks at Starbucks, only at Soekarno Hatta, Jakarta airport.

With about an hour and a half to spare before my flight, I thought might as well I blog about this. The Premier Lounge located at the far end of gate D had undergone some major renovation since the 4th quarter of 2007, if I am not mistaken, and I must admit that the modern minimalist decor is really a far cry from what the lounge used to be. Credits must be given to the management of the lounge to undertake such a massive uplifting for the place. It is now very well lit, nice combination of glass and wood panelling, a cool bar that serves soft drinks as well as some selected alcholic beverages. There were a few different sofa designs all in the shades of brown and beige. On the wall, they have several flat screen TVs. And the smoking room is now 1,000% better than the previous one with sofas and it is separated from the main lounge by a clear glass wall.

Right in the middle of the lounge is the food bar. Although it's just finger food, I must say that they have a lot of variety as everytime I am here, there seems to be new stuff. Also, they do serve some fried mee, at times fried rice and there is always 2 types of soups. Local soto and pumpkin soup today. They also have a rotating dispenser for the salads and desserts as well. My favorite is the coffee making machine, where I can just click on the button to make myself a warm cup of cappucino, what's more, there are 2 coffee making machines. Cool!

The whole place is wi-fi for internet connection and it's free too. For those who choose to travel light, just like me with just my backpack, they provide 8 PCs at the far end of the lounge (this is where I am blogging from now) neatly arranged 4 in a row facing each other with a translucent glass divider. Unfortunately, the speed is a little slow to my liking but then again it's free usage and internet connection. Can't complained though. The staff here are friendly too.

With such a set-up, I wouldn't mind the waiting time prior to boarding the plane. So, for those who like to cut it fine, to the very last minute, before leaving the office for the airport, the Premier Lounge might be the next best alternative.

Riding on the winds of change.

Some say that traditional advertising is going to get real tough in the next 3 to 5 years where there are no boundaries in this digital era. Agencies who do not re-invent themsleves will find it hard to even cover their operational cost let alone be profitable.

Is this a reality check for the people working in a small ad agency as opposed to the well established multi-national agencies that has the resources and manpower to change? How would a small ad agency weather the storm and overcome such turbulences?

I wonder.

Overpaid Maid's Cooking

This morning my creative head decided to mossy to the office after spending some Rp20,000 at the wet market getting her ingredients to cook in the office. Well, she's at it again, messing up the kitchen preparing to cook for 4 people including herself.
It was not the first time she cooks in the office, but the first time in 2008. Nothing new as far as the dishes are concerned. Well...just tauhu and tempe goreng with bayam bening. As for the rice, we have to get the maid to go to the warteg to buy it. Oh...not forgeting, the superHOT sambal terasi.
Simple yet appetizing for some, tambah and tambah especially my brand director...hmm...as if she has nothing else to eat.. :)
I did eat some of it, taste not bad actually!

Hello to All

What better way to start blogging on a new year's day. Actually, I have been contemplating on blogging for a while now and finally did it. (Hmm..pat on the back!)
Being new to this, I envisaged there will be lots of changes on my blog. Still toying around and figuring out how to do this and how to do that...well....just got to keep on going, I supposed. Nevertheless, pointers and sugesstions most welcome.