Showing posts with label Daniel Yun. Show all posts
Showing posts with label Daniel Yun. Show all posts

Wednesday, August 20, 2014

Promotion for pioneer package hits sweet spot

My Paper, Tuesday, August 19, 2014, Page A7, Opinion
From http://epaper.mypaper.sg/emnd/fvxen/fvxp/fvxpress.php?param=2014-08-19
Source Website: http://mypaper.sg/opinion/promotion-pioneer-package-hits-sweet-spot-20140819
By Daniel Yun, mypaper, myp@sph.com.sg, Published on Aug 19, 2014


The Mandarin version of the Pioneer Generation Package commercial
PHOTO: RIGHT NOTE: The Mandarin version of the Pioneer Generation Package commercial posted on the YouTube channel of the Singapore Government features Lee and Tan singing about the package, with seniors dancing in the background.
PHOTO: YOUTUBE
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhN7e2mCj7eQQ2Ckf5pLWCwfglDU3D0sy9NtMdTAYIIA_ibofXH17G9ghh_Oi2CyBW7ECna99grXFHIKllmjI9eedOQQREMXzKbRV0RAaHKOobucQWgt_wo-uE_PfX15_kljZbzVPQVgNY/s1600/Promotion+for+pioneer+package+hits+sweet+spot.jpg
My Paper, Tuesday, August 19, 2014, Page A7, Opinion


THOSE who watched Channel 8 in the last few weeks may be aware of an elephant in the room.

No one seems to want to talk about it but, when someone does, everyone has an opinion, including some strong views.

I am referring to the Pioneer Generation Package (Mandarin) - The Musical commercial.

I first saw it on television immediately after the National Day Parade.

At first, I could not make out what it was.

I thought it was a follow-through of the parade, a Mandarin national song of sorts.

It also crossed my mind that it could be an early mid-autumn commercial for mooncakes.

Towards the end of the commercial, the logo for the Pioneer Generation Package appeared.

Those who do not know what I am talking about can catch the musical on YouTube.

There are various versions of the commercial, in different dialects and languages, as well as a variety of formats.

The Mandarin version is a musical and it stands out, for good reasons to some, and for all the wrong reasons to others.


Old Shanghai songstress played by Sebastian Tan
PHOTO: Old Shanghai songstress played by Sebastian Tan
Posted by Christina Chung | | Evian Baby, Evian Water, Lifestyle/Tech, Mark Lee, news, PGC, PGP, Pinkdot, Pioneer Generation Card, Pioneer Generation Package, Rainow Lover, Sebastian Tan, Singapore, singapore blogger
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhLrrG4Snd4CiOYKe7THuvIpR_Slqyz-8rP15WeF0n6rJOE-brEK_sMibeXBBZBqrID8tzdVmJNKFCHQEjVS654jUglx5EHaMB8_KIsrZ7r3uAXNuYZ7eenOVL4l9Nmpg1gkumXoTxsrRc/s1600/Sebastian-1.jpg
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiKwDF-UcmY_BSBu1jXsyebijRrbwR0QJ0oO3NPHcEOmtmcrBScw_VPy3iG4Ind8qIUaG5S2ThTtuHomeeevUt1wUsmKahENnjtCZZoH7vRD5HuvnsUsaIcT2F-tpwbNdSE4mtF68NqOfA/s1600/Sebastian.jpg
http://huneyzworld.blogspot.sg/2014/08/i-think-pioneer-generation-package-ad-is.html


It features Mark Lee and Sebastian Tan singing about the Pioneer Generation Package, with seniors dancing in the background. Tan cross-dresses as a woman.

The Government is concerned that it may be difficult to communicate the Pioneer Generation Package to seniors - the pioneer generation.

That is why the Government has a deliberately elaborate campaign for it.

The Mandarin musical has sparked discussion about whether it can really do the job of communicating the package to seniors.

Many in this group said they did not get the full message, if at all. What is the Pioneer Generation Package really? To be fair, outside of the target group, many Singaporeans do not know it as well, at least not the details.

This is not unlike the Central Provident Fund, where a lot of people, not just older people, do not know the specifics.

The discussion about this musical, however, is not really about the effectiveness of communicating the package. Rather, the question is, why do it as a musical, and why have a cross-dresser in a musical?

I posted about the Mandarin musical commercial on Facebook with a comment that I was not sure if I liked it, nor if the musical could enlighten old folk on the Pioneer Generation Package.

The reactions were fast and furious. The likes and dislikes were equally and vocally aggressive.

Many said their parents would stop what they were doing to watch the commercial every time it came on.

A few even said their uncles and aunties were asking for the YouTube links to it, saying that they were captivated by the song and were very entertained by the musical.

There were others who liked the performers, especially Tan. There were also some who did not know the woman singing in the musical was a man.

Some thought the woman was Jack Neo in drag. And then there were some who thought it was bold to have a cross-dresser in a musical for the pioneer generation.

Those who disliked the commercial thought using a musical made it even more difficult to communicate what the package was about.

Some felt it was inappropriate to have a cross-dresser in a musical targeted at seniors. Why not someone the older generation looks up to, they asked.

So, do I like the Mandarin musical? I found it catchy. I was not sure if I was entertained. But I was drawn to it and I have grown to like it.

And because I like it, I progressively knew more and more about the Pioneer Generation Package.

From a marketing perspective, any campaign that solicits strong responses is successful in some way.

If a campaign entertains and informs, then it is unusually effective, even worthy of an award.


Catchy, drawn to it and have grown to like it.
PHOTO: Catchy, drawn to it and have grown to like it.
Picture posted by tansux, Arch-Supremacy Member on 29 July 2014, 10:34 PM
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgTo0_h58Po_m46MhO_jVRVO46UtfpEdK1FgengskJYnWJBeMdWJWyH8wTyRmGYPuZhP8f1zm9FDzLAxx58Mwx1gYKponDJJd-qw3d8uCV4DEAxMyAb8HTphKMooIKGY8F7RRr0-XaM5Zc/s1600/F9wTJ5L.gif
http://i.imgur.com/F9wTJ5L.gif
http://forums.hardwarezone.com.sg/eat-drink-man-woman-16/new-pioneer-generation-advertisement-starring-mark-lee-4755605.html


By Daniel Yun, mypaper, myp@sph.com.sg, Published on Aug 19, 2014
The writer is a film-maker and life coach. He blogs at danielyunhx.com


Pioneer Generation Package (Mandarin) - The Musical

By gov singapore, published on Jul 25, 2014
Our Pioneer Generation helped build our nation into the Singapore it is today following our independence.

Hence we need to honour them, recognise their contributions and care for them in their silver years.

The Pioneer Generation Package helps provide assurance for their healthcare needs for life. To find out more, visit www.pioneers.sg
http://www.youtube.com/watch?v=VNHGqE1SC8w


Pioneer Generation Package: The Musical - Behind the Scenes (Hokkien/Mandarin with Eng subs)

By gov singapore, published on Aug 10, 2014
Watch Mark Lee’s and Sebastian Tan’s special Hokkien/Mandarin rendition of ‘Pioneer Generation Package: The Musical’ in this behind-the-scenes video!
http://www.youtube.com/watch?v=4gVcc5dakrc
 


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Tuesday, July 22, 2014

Thanks Andy, for the worthy message

My Paper, Tuesday, July 22, 2014, Page A10, News, Top Stories, Opinion
From http://epaper.mypaper.sg/emnd/fvxen/fvxp/fvxpress.php?param=2014-07-22
Source Website: http://mypaper.sg/opinion/thanks-andy-worthy-message-20140722
By Daniel Yun, mypaper, myp@sph.com.sg, Published on Jul 22, 2014


SCORE ONE FOR SINGAPORE
PHOTO: SCORE ONE FOR SINGAPORE: The National Council on Problem Gambling's anti-gambling ad campaign is simple and effective, and we should celebrate what we do well and be proud that the world took notice.
PHOTO: REUTERS
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi0OHM0ZkCtMyqcKvWtPT5IKsdwnzPNo3saQVHStXFCSERhphJpKGrcu-PkecfOKuXjD6940n20j0gmnBdoLR5GnfMGBXxIOGp3-e-CQc-hPdDW-c2TY1NGMz592BY6-8kezs34Nj-4UL4/s1600/MY_20140722_OPINION22_P_511805-1.jpg
http://mypaper.sg/sites/default/files/styles/large/public/field/image/20140722/MY_20140722_OPINION22_P_511805.jpg
http://mypaper.sg/opinion/thanks-andy-worthy-message-20140722


IS THE World Cup fever well and truly over?

There seems to be some afterlife for the Andy anti-gambling advertisement. Andy's dad, who had bet all his savings on Germany winning the World Cup, should be happy.

I first saw this commercial by the National Council on Problem Gambling (NCPG) over a month ago, in a cinema. It stood out. I remember thinking that it was effective.

This was way before it started to be lampooned after Germany's 7-1 semi-final thrashing of host Brazil.

When the final whistle was blown, with Argentina beaten 1-0 by Germany on July 13, the wisecracks and ridicule took on a whole new life of their own.

The Singapore media reported on the council's stand, with soundbites by advertising executives supporting it.

This campaign may have been spoofed around the world, but the council believes it has done its job in spreading the anti-gambling message.

NCPG has gone on to provide statistics on the increase in calls to its 24-hour helpline and in the number of requests for counselling services.

Chairman Lim Hock San said: "Despite the memes and jokes, we believe that the audience understood our message. They are now aware of NCPG and who to call when they encounter issues of problem gambling."

I found this reaction a tad defensive, if unnecessary.

What happened to the confidence of our public service? I know, I know. Only recently, disbelief and even outrage had flowed thick and fast through the online space over commercial videos by SingTel, Singapore Tourism Board and the People's Action Party's youth wing.

Those - well, how can I put it politely - are in a different bracket.

They crossed the line in terms of taste, quality and effectiveness.

The advertising campaign by NCPG, however, is good. It is simple and effective. And it struck gold.

The buzz created exceeded NCPG's wildest imagination.

No one - including the advertising agency behind this advertisement, Goodfellas - could have planned for such worldwide coverage in the international media, including The Wall Street Journal, The Guardian,

Reuters and a mention in the opening monologue by American TV host Jimmy Fallon on The Tonight Show.

Public-relations agencies, marketing companies or anyone in promotions would have popped champagne and celebrated.

Yet, Patrick Low, the founder of Goodfellas, did not want to comment on the impact of the Andy ad.

Some in the communications industry have gone so far as to say that damage was done, the central message was lost and the high awareness was counterproductive.

Andy is played by Bapist Lim. His mother was protective of both Bapist and his real father from the media, saying, "He is doing fine. The ad didn't really impact us much…Now that the World Cup is over, we are just waiting for all this to blow over."

When Germany finally won, NCPG's comeback, while admittedly simple, is a logical follow through.

In it, another child asks Andy: "Your dad's team won. Did you get your savings back?"

Andy replies: "No, dad never stops… He wants to bet one more time."

This advertising campaign will run till tomorrow. I think we had a good ad campaign and a worthy message the first time.

With extreme good luck, it was boosted royally by the most topical sports event in four years.

The whole world took notice. Why are we almost apologising for our good fortune? Why are we justifying it?

It did not attract attention for all the wrong reasons. Can we try to see the situation for what it really is?

The whole world could not believe how accurate the Andy ad was. The whole world was laughing with us, not at us.

It is time for us to celebrate what we do well, especially when a seemingly dubious spotlight shines on what we do.

If we are not doing anything wrong, if we are confident, we should laugh with them. While looking up thankfully at Lady Luck.

By Daniel Yun, mypaper, myp@sph.com.sg, Published on Jul 22, 2014
The writer is a film-maker and life coach. He blogs at danielyunhx.com



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Wednesday, March 26, 2014

I feel a connection with hopeful people

My Paper, Wednesday, March 26, 2014, Page A9, Lifestyle, Opinion
From http://epaper.mypaper.sg/emnd/fvxen/fvxp/fvxpress.php?param=2014-03-26
Source Website: http://mypaper.sg/opinion/i-feel-connection-hopeful-people-20140326
By Daniel Yun, myp@sph.com.sg, mypaper, AGENCE FRANCE-PRESSE, Published on Mar 26, 2014
 

WHILE THERE'S LIFE, THERE'S HOPE:
PHOTO: WHILE THERE'S LIFE, THERE'S HOPE: A giant mural, featuring the missing Malaysia Airlines flight, on the grounds of a school in Manila.
PHOTO: AFP
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgI-CvdzteucApsK9fuaaA81nUzXNJTKWFknOv4OOHPAUFaISVYgiJg3ouISLBwlLhpOODj31j6ZVHJAslBG-mMC6Nx6ywl_pswUkpPQejxBr7db0IEutXIeqHjSMRLeUhirECVPjmF25A/s1600/MY_20140326_OPINION26A_P_202849-1.jpg
http://mypaper.sg/sites/default/files/styles/large/public/field/image/20140326/MY_20140326_OPINION26A_P_202849.jpg
http://mypaper.sg/opinion/i-feel-connection-hopeful-people-20140326


ON MARCH 7, Mr Liu Qiang, 40, took a bus from Singapore, where he had worked for the last four years, to Kuala Lumpur to take a flight to Beijing, then a train to his hometown in Shangdong province.

This year, he did not return home for Chinese New Year. He stayed back in Singapore to earn extra in overtime pay. He was flying from Kuala Lumpur because it is cheaper than flying from Singapore.

His wife, Madam Nan Kaifen, 40, waited for him at a Jining train station. "I waited all night, and, now, I'm still waiting," Madam Nan said on day 12 of her ordeal. On the first day, there was a ring tone when she dialled his mobile number repeatedly.

Mr Liu's father said: "He must come back to stay in this new house that he built."

He was referring to the newly renovated house paid for with his wages earned in Singapore.

Asked on day 13 if she thought her husband was alive, Madam Nan replied: "I have hope."

While I am writing this article, relatives of passengers on the missing plane, MH370, were told of its fate after 17 days.

The media said, at last, there was "closure for those living on hope", although many questions remained. In the past weeks, seeing images of loved ones waiting in hotels, I pondered over this thing called hope.

We all know of a time when hope is the only thing we can hold on to. Some people refuse to hope because it means risking huge disappointment and, hence, immense pain.

Some people stay hopeful despite themselves, going with the flow of their emotions. And then there are some people who consciously choose to believe, to wish and to hope.

What do we think of these people? Have they lost touch with reality? Or are they the personification of what hope really is? A mindful determination, a resolve and courage to ask for something against the odds.

Having faith.

A clinical professor of orthopaedic surgery wrote in Time magazine how his cancer patient, with barely any unaffected brain left, woke up to say goodbye to his wife and three kids for five minutes. What woke this patient was simply his mind, forcing its way through a broken brain, a father's final act to comfort his family.

The mind is a uniquely personal domain of thoughts, dreams and countless other things, like will, faith and hope. These fine things are as real as rocks and water but weightless and invisible.

Material science shies from these things. An article in The New York Times told of a patient with metastatic cancer who was in constant and extreme pain. Her daughter's wedding was arranged in the intensive care unit so that she could be a part of it.

For the entire day of the wedding, nurses and doctors were amazed that she did not need any pain medication. After the wedding, her life was prolonged.

I am not sure if hopeful people are born or made. But I love them. I seek them out. To be with them.

Because they are behind the magnificence of the world we live in. Because being hopeful is being brave. To have hope is to be strong. It is more than being positive, or being optimistic.

Most times, it is something bigger than oneself, extending beyond personal wants and needs, involving the interests and well-being of loved ones, or a bigger cause.

Every time I see someone hoping when others have given up hope, hoping in the face of hopelessness, I feel a connection.

I understand. Not fully. But I know how it must feel. It can be lonely. With a tint of despair.

By Daniel Yun, myp@sph.com.sg, mypaper, AGENCE FRANCE-PRESSE, Published on Mar 26, 2014
The writer is a film-maker and life coach. He blogs at danielyunhx.com


Until tomorrow, have a peaceful night.
Thousands of people have written messages of support on a wall at a shopping mall in Kuala Lumpur, for passengers on board the missing Malaysia Airlines plane.
PHOTO: Thousands of people have written messages of support on a wall at a shopping mall in Kuala Lumpur, for passengers on board the missing Malaysia Airlines plane.
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhhY3a6WdfBAx_47zBV-r29FWM5XcY_yZtOF6q4QQXq1WiRIe-LpI6kQ79SFTrU86_IrJkjZfpxJU3A4G_24orCqK76BwUlV6y0rlp89n6eHpkmNRCV-mdT3xnSLrFFrd6S3HK8-Yx-z6s/s1600/article-2581488-1C4EA2BD00000578-741_634x387.jpg
http://i.dailymail.co.uk/i/pix/2014/03/15/article-2581488-1C4EA2BD00000578-741_634x387.jpg
http://www.dailymail.co.uk/news/article-2581488/It-WAS-hijacked-Malaysian-official-says-CONCLUSIVE-jet-carrying-239-hijacked-35-000-ft-individual-group-significant-flying-experience.htm


那一年， 我们默默耕耘，是时候尽苦甘来。(nà yī nián, wǒ ​men mò​ mò gēng yún, shì shí ​hou jìn kǔ ​gān lái) - That year, we silently toil, it is time to eliminate the hardship and enjoy the fruits.
PHOTO: 那一年， 我们默默耕耘，是时候苦尽甘来。 - That year, we silently toil, it is time to eliminate the hardship and enjoy the fruits. 
nà yī nián, wǒ ​men mò​ mò gēng yún, shì shí ​hou kǔ jìn ​gān lái

红灯暖不了我的心 - Infarad lamp is unable to warm my heart
hóng ​dēng nuǎn bù ​liǎo wǒ dí xīn

有谁来听我 听我诉说 - Who will listen to me, listen to me speaking
yǒu shéi lái tīng wǒ  tīng wǒ wǒ sù​ shuō

心里的喜怒哀乐 - the emotions of my heart (happiness, anger, sorrow and joy)
xīn ​li dí xǐ ​nù​' āi ​lè

我为你祈祷 - I pray for you
wǒ wèi nǐ qí​ dǎo

爱心永不移 - Enduring love (unmovable)
ài​ xīn yǒng ​bù yí

如果有一天，我们再在一起，一定要牵紧彼此的手，永不放开。- if one day, we are together again, we must hold tightly each other's hand, and never let go.
Rú guǒ yǒu yī tiān, wǒ men zài zài yī qǐ, yī dìng yào qiān jǐn bǐ cǐ de shǒu, yǒng bù fàng kāi.

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDxKkoaFT9KSSt8FTwh6gQ0CqQ4V3aPAFEE99Jl_3sMpxJOGd-PqVjNnkaRQJhDW9TJN9E7baJTdlOWq079jZiwPHso2edqJSbyd2gkE21JdAl3u35G-7KuU1Mat-Q9QCMJ4pSAp6udhB4/s1600/1-100QGF228.jpg
http://www.sedou.cn/uploadfiles/2013/0114/1-100QGF228.jpg
http://www.sedou.cn/Qingchun/html/6255.html#x-image-9
http://veryfatoldman.blogspot.sg/2013/05/wu-yu-feng-na-ge-ren-jiu-shi-wo-that.html



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