Educating the Market; Quiksilver in China

When you think of a link between China and sport, you wouldn't be alone in perhaps picturing the likes of badminton, ping-pong and table tennis. Whilst I’m sure ping-pong battles can become very heated [and inevitably Zhang Ning put the ‘bad’ back into badminton], it's perhaps alright to say that these would not be regarded as the most ‘extreme’ of sports. Jack of all extreme trades, surf brand Quiksilver have decided that they are the brand to bring extreme sports to the market, and they've got a damn good plan to promote it too... Rather pro-actively, Quiksilver have developed projects that focus on educating their market at the same time as engaging them; afterall, there's little point in entering a conversation if the other person has no idea what you're talking about, huh? To begin with, they're currently sponsoring the Surfing Hainan Open,in China, which aims to bring greater exposure to the surf world in China. By positioning themselves as the best brand to teach the youth of China the joys of beach breaks Quiksilver are offering extensive surfing course for all ages. This splurge into the Chinese youth market [cited as a population of 630m] followed the 1^st Chinese surfing summit, which Quiksilver again played a major role with, sponsoring the event and further linking their brand with the oriental surf revolution. Quiksilver have not just limited themselves to penetrating a potential surf market, but have utilized their skate and snowboard prowess too, stamping their authority on China in elaborate style, with the fearless leap of the Great Wall of China a few years back that led a Quicksilver maverick to see such an epic structure as merely an obstacle. On top of this, those Quiksilver chaps further exemplified their will to teach the masses the extreme and radical nature of the sports they endorse with the launch of a flagship snowboard park in China. Quiksilver have successfully operated schemes to build up a following of board sports in a unknown entitiy, helping establish a boarding heritage in the far-east that will be forever stamped with the Quiksilver culture. You’ve got learn to crawl before you can walk; you’ve got to learn to board before you buy. Quiksilver will be there every step of the way.

Image taken from Hainan Open link, sorry. 

The Teens Speech

Earlier this month we were contacted by the lovely peoples at Poke London around a project that they were working on with the UK's largest children's charity, Barnardo’s. The project is rooted in a clear understanding that kids will inherit and shape our country and culture, with the charity taking it upon themselves to transmit the issues that are truly affecting this current crop of young people, and thus was born The Teen's Speech.

By offering a concerted voice to Britain's long suffering young people [Broken Britain and all that], whilst attempting to reach both a younger and older market with a positive message, The Teen's Speech [a ploy on the annual yule tide Queen's Speech] will continue to build on the foundations of youth engagement in this country. Twinned with a research project, young people are being encouraged to submit their own videos on around current issues to ensure a constant stream of interesting, insightful content [check out the do's and don't's here if you're interested in taking part].

Offering a platform to be heard, whilst maximising upon social networks [particularly Youtube] and other frequently used online facilities, teens’ opinions themselves will be gathered through a campaign utilising Barnardo's national network of youth workers, all of which is leading up to a broadcast of the final film across Myspace on Christmas Day.

Take a peek at the blog here, the Youtube here and the Myspace page here. Always a fan of the championing of positive youth, we are giving our full backing to the project and think you should too. Championing young Britain is vital. Being positive about our younger generation even more so. The Teens Speech is doing exactly that. Nice.

Ruby raves and rants - The New Guinness Advert

I always think you've got to be a little bit brave to ask for my opinion on adverts, I mean, I'm hardly little Miss muse and mumble am I? [A miserable old writing wench perhaps, but prone to platitudes? Not on your nelly, never, nope]... So when Charlie, at wonderful Splendid [that's not bad syntax, that's the name of the agency], sent me a little digital contraption the other day, full of images of the new Guinness campaign, I had to admire his guts and gumption huh?

The advert, of course, is everything you would expect a Guinness advert to be. You have the elegant slo-mo moments, the grand swell and scenes of spectacle and a pleasing soundtrack to surrender to. The grading is gorgeous, the shots resplendent and the budget belligerently beyond belief. There are - as ever - reflections and references to the settling of a Guinness pint [the opening rocket shot, for example] and locations that apparently took days to even reach... The crux of it is, you know you're watching a Guinness advert and there's nothing you can do about it. As an ex-producer, however, my thoughts throughout are with them; I can hear the director's solemn, simple words spoken across a coffee without eye contact 'and then I want them to be seemingly dragging miles of grass across the landscape please and for the world to split in two...' That's the bit I'd gather up and gulp at. 

Polite plaudit bit done, however, Charlie will excuse me for pointing out a little scratchy something... Perhaps the press release can help me here: 

 "the ‘World’ ad sees a group of guys come together to bring a world to life... The rain triggers a group of men to start working who strike the ground with pick axes to create massive crevices... In the ocean, a man creates an underwater paradise by planting a bed of coral and releasing a shoal of fish.... Back on land men work together to re-shape the world... The men finally come together to see the fruits of their labour as a surging waterfall settles into the perfect pint of GUINNESS'. 

Yes women of the world, men are building us an imaginary, beatific, tree-lined world of wonder. We don't have to lift a finger lucky ladies, there's a bunch of willing white guys out there hard at work with pick axes! I know, I know, I can't believe it either. I am the luckiest little lady alive. I'll tell you what. I'm going to pour those marvelous men a pint instead, sit back, watch the top slowly settle and un-burn my bra. Fuck it, I'll bake a cake too.

Innit. 

Ruby [possibly biting the kind hand that fed her]. x

NGT...and we have a winner

As you may or may not remember a couple of months back we asked you for your opinions on the efforts of some very talented people entering NGTs video competition. Well after much agonising etc etc the winner has been announced as Romaine Reid from Ravensbourne College, for his work the Panasonic HD series. Judge for yourself here. A worthy winner and thanks for your opinions and conjecture...as ever..nice x

Smooth Radio - Lost in generations

We ummed and ahhed about this particular post, but ultimately decided that it’s currency lay in the discrepancies between young and older people’s views on issues of historical lineage and legacy. To us, Smooth Radio's playlist is pretty consistent as a block of artists you can join the dots (artistically speaking) across (broadly similar adult orientated) genres and generations. This is hardly Celine Dion meets Napalm Death. It’s interesting how Brandon and, by extension, other young people, see seismic differences between Marvin Gaye and Adele, to allude to his opening gambit. We’ve decided to post Brandon's piece as it's interesting to see how music can be construed by the youth market, and - in turn - how education needs to continue to exist around music, it's legacy, and legends...

BRANDON SAYS:

Marvin Gaye, Billy Joel... Adele.
What?!?!?!
Smooth Radio’s new advertisement is one of the worst advertisements trying in it's attempt to appeal to all audiences, especially the youth. Having a mix of the ‘old and new’ is appalling. Why would you put Rod Stewart and Duffy together? I mean, they’re two completely different types of music and are from two completely different decades – they’re like chalk and cheese, just like Smooth and Youths.

Smooth are trying to appeal to all the audiences, not taking into proper consideration what people actually want to hear. When I think of Smooth Radio, I think of my Dad. Therefore, not appealing to me in the slightest; knowing that they are trying too hard to appeal to the youth market in a very bad method and makes me want to just stay away from my Dad and his car.

Smooth need to just get a grip and realise they’re for the golden oldies and that trying to put on ‘new’ artists for the youth doesn’t work, they just make the old feel they’re ‘down with the kids’.

Smooth is a good radio station when it plays classics but when they try too hard with the advertising on billboards just really puts me off listening to them. It makes me feel my Dad has just created the advertisement so I won’t complain about music when I get into his car; “Look son, it’s that Adele, you young kids, 'like her don’t you?”

"GET ME OUT OF THE CAR. NOW!!!"

Bebo Big Think

Bebo are currently working in conjunction with the Cabinet office in an attempt to engage young people in the political process by asking them/you what they can do to make a difference. Whether this be ideas relating to crime, climate change, employment or social mobility they want to hear about it.

The authors of the 6 best ideas will get to go to London to chew the proverbial fat with experts in the field relating to their idea; and 3 winners (wittled down from the 6) will pitch theirs to cabinet ministers

Find out more at: http://www.bebo.com/BigThink

Top 3 brands in Bucharest, from our blogger in Romania..

Having asked Grace to tell us her three favorite brands, Alina mailed us back with her own version, straight from Romania... Nice... Interesting to see how Rimmel is seen as expensive in Romania and that the 'domination' by Vans of the market continues to sweep across countries and cultures... Here are Alina's top 3 brands... 

ZARA - It has clothes with personality, any style you want, there are clothes for everyone. You can combine them

beautifully, and the colours that they use are brilliant...  Also, their  prices are okay, not too much, not too little... And the clothes are hot for both boys and girls, and, as for the interiors, they're awesome. I want a Zara bed; they've got style and personality - not something you'd expect from a bed... It's interesting that I'm so young and already looking at this brand's interior stuff too, it has to tell you something right? Zara stores are located around the world with over 1500 sale points in 71 countries. So, while competitors outsource production to Asia, Zara makes it's most fashionable items and distributes them to its own stores located in big cities worldwide. An average Zara clothing store is over 1500 square meters of pure up-to-date fashion... I love it... 

VANS - We love Vans the most! They're really popular... So let's talk about shoes... Something to make your foot smaller? Perhaps larger? Bigger maybe? Easy or heavy? With colour? Black or white? Whatever you want, Vans seem to do it... The slip-ons are the shoes we're all wearing right now, and they also make skateboards, accessories and bikes... I love that... Besides everything else, they look awesome. I think movies and celebrities have helped make us buy and want more Vans, because when you see a good actress or actor wearing them, you want to put on a pair too... 

MAYBELLINE VS. RIMMEL - Some girls prefer Maybelline, because it's cheaper, but I think its quality is lower than Rimmel. Maybelline is at every store, so if you forget to put your makeup on in the morning or whatever, it's the easiest brand to pick up... It's good to be everywhere and accessible in that respect... Rimmel is only in those fancier stores though, and it's pretty expensive... 

[For more insights around Romanian youth and in particular their relationship with cell phones and all that world involves, Moise Raluca's blog is a must read... We Really Ruby Rate her...]