I had just seen an advertisement on The Sunday Times today.
It’s an advertisement on http://www.rednano.sg/, the first local search and directory engine.
rednano.sg
The below picture shows the advertisement in the newspaper.
rednano advertisement
The caption of the advertisement reads,” Hungry? Try the sizzling new MAKAN on Rednano’s latest menu today”. The starting question on hunger and the tempting food picture in the advertisement, are combining the written words and pictorial effects. This result attracts most people attention to read on the advertisement as it addresses a human basic need – food . This advertisement is mainly directed at the local food-lovers as food reviews are shown on the phone in the advertisement above.
Had you ever ask or recommend anyone to good Makan (eating) places? Had you ever queue up 30mins for something you crave to eat? Had you ever travel 45mins just to eat a bowl of laksa?
Yes, I believe most of the locals in Singapore did at least one of the questions I have posed above. Most Singaporeans can go to great lengths just to get their hands on their savoury dishes and satisfy their tummies.
As most Singaporeans are food-lovers, this advertisement is relevant to us in Singapore. With the download of RednanoLOCATE, it will be convenient to be able to locate good makan places nearest to you at a faster speed than asking verbally. It is also time-saving.
This advertisement has also cleverly made use of the local food-lovers culture to attract people attention to it. Also, in the modern society, most people looks for time-saving, convenient and efficient tools and devices. Thus, this tool will appeal even more to modern people in Singapore, as Singapore is a developed country.
Also, Rednano.sg had been reported recently on 13th Oct 2009 in a newspaper article. You can view the article at http://www.sphsearch.sg/news_Rednano_Mobile_partners_StarHub_and_M1_to_offer_an_exciting_new_food_directory_for_mobile_users.html.
The existence of Rednano Locate is then made known by the newspaper article to the large public, who read newspapers. This medium plays an important role. Newspapers reach out to the vast public in Singapore as most Singaporeans are literate nowadays due to their educations. Also, most literate people have knowledge of using technology and hence, they should be able to use this new technology tool. In addition, the news coverage of this tool address an unobtrusive issue in Singapore, it has a greater effect as more locals can relate to the food-loving and the modern culture. Hence, I feel that this new technology tool will be a success.
However, the example here follows a moderate effects model as the public can choose whether they want to download this tool in their phones. Even though it appeals to the local context here, people will still have to think about other factors like the costs and the reliability of the food reviews.
hi! I agree with you! we can choose to terminate our access to these information at our own free will. I believe it will appeal to most of the locals here because eating is in our genes!
Wow, okay, now I know where I can go to before lunch-time
rednano.sg is actually quite useful. It not only helps to locate sources of food but oso other directories. This is probably as good as the Yellow Pages. Coincidentally, I managed to find the information that I want/the contact info of a firm via google which directed me to this rednano.sg.
You know, your example of the RedNano got me wondering if charity-based advertisements might actually be powerful effect theories in working.
Many are obliged to opt for these products due to a guilty-conscience (if they were to buy non-charity ones), hence do you think the companies using this sales technique might actually be influencing the decision of customers indirectly? (:
Hi Sabinaaaaa!!!!
Haha, now I know where to go when my friends ask me the golden question, “where should we go for dinner?”. I have not used it but I think that rednano.sg will work as Singaporeans are obsess over food and are always in search of good food.