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 …

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

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?

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 Asiaghani.kunto@mobileYouth.org+852 8 176 365 0

http://mobileYouth.Asia

or maybe you’re ready for some answers

http://mobileYouthReport.com

mobileYouth Asia LIVE: The Small Little Things

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