mobileYouth Asia LIVE: The Small Little Things

mobileYouth Asia LIVE!Episode 10

The Small Little Things

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The next time you’re involved in …

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flickr uofdenver


… creating a Youth MVNO




… launching a BIG ad campaign

flickr roytsaplinjr




… or a multi-million dollar rebrand

~ $386,000 USD for a new logo




Ask yourself

Does the answerreally need to be this




Ask yourself


BIG ?




Ask yourself


COMPLICATED ?




Ask yourself


EXPENSIVE ?




Often, simple is better

flickr minimalistphotography101.com




Simple answers work




What’s the appeal of big answers?




Getting rid of excess budget?

flickr images_of_money




Immortalizing yourself?




Immortalizing yourself?

CC David Shankbone

"I don't wantto achieve immortality

through my work...I want to achieve itthrough not dying.“

—Woody Allen




Or, do you want simple answers, but …

flickr: scrippsbee




don’t really understand the question?

flickr: scrippsbee




It happens to all of us



flickr joe crawford (artlung)


Circle K is the firstand biggest

convenience storein Indonesia




CC myke2020

In 2009,7-Eleven arrived

and young peoplesuddenly stopped

going to Circle K




Circle Kstarted selling

whatever 7-Elevenwas selling …






and spending moremoney on advertising

…… to no avail






and spending moremoney on advertising

…… to no avail




7-Elevenactually became

a COOL placeto hangout




7-Elevenactually became

a COOL placeto hangout

a convenience store!?!




7-Eleven became coolwith a shoestring

advertising budgetflickr calleecakes




“Why would anyone hangout in front of Circle K? It’s usually dark and a bit scary. Maybe it’d be different if there weren’t those drunks and thugs with tattoos hanging out there. Or the drunk and tattooed thugs.”Iskandarsyah Putra, 19, Jakarta

While Circle K …




flickr rebeccaselah

ThenCircle K

hada light bulb moment

… literally



7-Eleven had betteroutside lighting anda sitting area …

a comfortable placeto hangout





It’s not aboutmaking the placea cooler hangout placethan the competitor




It’s aboutproviding a placefor the young peoplewho already want tohangout at Circle K




So they prototypeda store with brightoutside lightingand a sitting area



With great success




flickr carbonnyc

The next time you have BIG answer …




Ask yourself


flickr eric molina



Am I answering the right question?


flickr: robert couse-baker




Maybe we can help youask better questionsContact us:Ghani KuntoBusiness Development Manager for [email protected]+852 8 176 365 0

http://mobileYouth.Asia




or maybe you’re ready for some answers

http://mobileYouthReport.com

