Thesun 2009-01-09 Page21 Malaysian Entertainment Net Junkies Survey

theSun

21

| FRIDAY JANUARY 9 2009

media & marketing

(From left) Carlsberg Malaysia supply chain general manager Matt Callan, Nielsen, sales general manager Roy C.S. Lee, Chin, human resource general manager Loh Boon Lan and chief financial officer Chong Choon Yeng at the launch of the festive cool can.

Brewer’s cool message in a can by Ashley Khoo [email protected]

CARLSBERG recently launched its Chinese New Year campaign with a limited edition “festive cool can” advocating a positive outlook for the Year of the Ox. Promising to be the talk of the town, the can’s innovative design feature is a first-of-itskind in Malaysia. The festive can performs a “cool” trick that conveys Carlsberg’s Chinese New Year tagline “Life favours those who see things differently”. As a difference of a stroke can mean a great deal in a Chinese character, the can changes the Chinese character for “Ox” emblazoned on the side of the can into the Chinese character representing “life” by adding the famous Carlsberg swoosh under the character when the can is chilled to the optimum drinking temperature of 6°C. This is done using thermo-chromatic technology ink – a compound that reacts when exposed to certain temperatures. “The changing character also reinforces the message that life is what you make of it. Choose to look at life differently and the rewards will follow,” Carlsberg Malaysia executive director Datuk Chin Voon Loong said at the campaign’s launch. This innovation is also a novel way to let consumers know if their Carlsberg is cold enough to drink as the beer should ideally be enjoyed at between 4-8°C.

“As the Rat makes way for the Ox, we look back at a year that was filled with many challenges and obstacles,” Carlsberg Malaysia marketing general manager Ole Nielsen said. “Here at Carlsberg, we believe that by adopting a positive attitude and mindset, we can still enjoy the finer moments in life or a cold Carlsberg with family and friends.” “We realised that we needed to maintain a positive outlook and try to see things differently as there are many positives that can be taken from a downturn. “The ox is patient, tireless and capable of enduring tremendous hardship without complaint. So, in the spirit of the ox, we decided to do our part in letting our consumers know that there can be an upside if you choose to look at it from that point of view,” he said. Nielsen also reiterated Carlsberg’s commitment and unconditional support for Chinese education through its Top Ten charity campaign which the Malaysia Book of Records recently recorded as the Longest Running Charity Chinese Show in the country. “Since its inception in 1987, a total of RM318 million has been raised in support of more than 550 Chinese schools and scholarship programmes for Chinese education,” he said. “Our commitment to building a stronger community through education remains steadfast and will continue for many years to come.” The limited edition festive cool can is available at hypermarkets and supermarkets nationwide, while stocks last.

M’sians entertainment, Net junkies: Survey MALAYSIA is in the top 10 of media consuming nations out of 52 countries surveyed by the Nielsen Company to unearth entertainment technology ownership and usage habits of global citizens. Malaysians were found to be avid and experienced users of the internet, actively downloading and streaming free entertainment and media content, ranking them among the highest in the world. Nielsen Malaysia’s Consumer Group managing director Paul Richmond said Malaysians were real entertainment and technology junkies as they consume copious amounts of home entertainment, music, video games and digital media. “The tech-savvy locals are thoroughly hooked on the internet, streaming and downloading digital media content on a regular basis,” he said. When it comes to consum-

ing digital media, Malaysians rank fifth out of the 52 countries and ninth where downloading entertainment content from the internet is concerned. According to the survey, 53% of Malaysians have streamed or played content such as full-length movies, video clips, TV shows and music videos, while 41% have downloaded the same variety of content from the internet over the last month. It also found that 89% of Malaysians own at least one TV set while 87% had at least one personal computer. Hence, the so-called digital divide between emerging and developed economies worldwide may not be that wide after all, with the study finding that while Western countries tend to be heavy users of media hardware, next generation devices are more popular in the up-andcoming markets particularly in Asia. – Bernama

AirAsia’s low fares until Jan 18 AIRASIA is offering low fares for domestic and international routes in its Big Regional Sale which runs until Jan 18. Travelling to places like Singapore, Langkawi, Penang and Alor Star is now possible at only RM9. AirAsia regional commercial head Kathleen Tan said cost had become a key factor in most purchases, especially in light of the global economic downturn. The promotional fares available range from RM9 to RM99 to all domestic and international destinations that the airline flies. The travel period for bookings is Feb 9 to June 30.