“Creative → Innovative”
The impact of traditional ads is waning in mainland China and the youth audience has disappeared from the traditional market. But the Internet in China has jumped from Web 2.0 to the age of mobile Internet.
Originally from Kuala Lumpur, I worked at Taiwan Hakuhodo before coming to Shanghai Hakuhodo. What Shanghai has given me is not culture shock but mobile Internet marketing shock.
Take H5, for example. H5 is not HTML5. It is a platform that allows official WeChat account and WeChat Moments users to imbed links in their posts that when clicked open a creative interactive page (for games, animation and more). H5 only works in mainland China; it is a unique “China model.” H5 has emerged as an innovative form of marketing. I have seen a variety of creative interaction ideas in H5, and felt the shock of innovation.
5G technology has also set sail in mainland China. The impact of this is not just faster downloading speeds. It has completely changed sei-katsu-sha’s lives, with home broadband without the cables, real-time augmented reality, autonomous cars, and more. New lifestyles arising from mobile platform displays and interactive technology have also led to more creative marketing approaches.
From traditional to digital, creative to innovative. Advertising in the new 5G era is definitely not the same old advertising. It involves intangible creative and visible interaction.
I welcome this new era actively and take the initiative to challenge it. After all, the innovator wins!
Roles and titles current when this article was published in March 2019.