Honda Freed Real Life Fuel Consumption

Here it is folks, real life consumption of Honda Freed ASEAN edition. One local Indonesian automotive magazine has extensively tested the car fuel consumption on highway and inner city driving. The result is mind boggling, but… Well, here it is…

The magazine test result nets 1 liter for 10-12 Km of inner city driving and 1 liter for 15 Km of highway driving. The fuel used is not mentioned, but safe to assume they use RON 91 92 (thanks Frozen_Heart) grade fuel, as previous road tests are done using RON 91 92. So the million dollar question is… Is it good enough? And the answer is a simple yes.

Mind you that the car is as aerodynamic as brick with slanted front window. No matter how hard Honda engineers try to make the car efficient with the standard 5 gear autobox, the car physiques is it drawback in term of fuel consumption. 1 liter for 10-12 Km of inner city driving is very very very respectable number… Hell, my automatic SX4 hatch barely manages 1:10 on perfect day. But the 1:15 for highway driving? Meh… This is where Freed users pays for its awesome interior space.

The Freed is taller and heavier than the Fit/City while still using the same engine (and detuned). Honda never stated its coefficient drag number for Freed, but let’s say that it’s not very good… And this goes to tall haulers like Elysion, Alphard and Elgrand for which Freed emulates. Wind resistance doesn’t take its toll on slow moving cars, it is when the car goes up to speed that you will feel the resistance. As such, Freed highway mileage suffers by a bit… Just a bit because most 1.5L haulers manages 1:16 at the minimum. To take into retrospect, my SX4 hatch manages 1:16 of highway cruise. This shows that the inclusion of 5 gear autobox on the Freed is a must, if not for the 5th overdrive, the car might be sluggish on slower speed (*cough*like my SX4*cough*).

All in all, the Freed is truly a must have. Tall cabin = very good shoulder and head room, something that few of its competitors manage to give but with a compromise. Although for its roominess Freed users must pay with slightly off highway cruise fuel consumption of its peers, the car still scores very well. Sure there’s that no rear aircon thing, but just turn the AC fan to 2 and put good quality window film.

Honda CEO 2008 Year End Speech… The Interesting Stuff

Okay, 2008 is closing, and even though Honda posts record breaking profit by the middle of 2008, September came and hell along with the winter autumn breeze. Why hell? Hell… Everything plummet since September, everything that went up suddenly dropping like it was, I dunno, want to crack some joke but I think it’s futile anyway. Anyway…

When somebody wrote “The situation is worsening every day in all regions.” in their publicized company report… Then, probably it is. For 2009, Honda forecasts a drop in automobile and power equipment demands, but cited an increase in motorcycle demand. Well, it is given, when you can’t afford a car, you will buy a motorcycle (if you live in SE Asia).

“Unit sales forecasts are: motorcycles; 10.3 million units (+10.5%), automobiles; 3.65 million units (-7%), power products; 5.185 million units (-14.4%).”

The forecasts seems… Rather safe and heart lightening, however, when we look at the direction Honda is taking, I’m not so sure anymore. “

“• Toward this end, Honda will closely monitor the marketplace and then carefully determine what actions need to be taken. Once decisions are made, Honda will take quick action as the company realizes the situation is very urgent and a slight delay in making management decisions could be critical.

• Based on this understanding of the situation, bonuses for directors, corporate auditors and operating officers will be reassessed based on the business results of the current fiscal year ending March 31, 2009. In addition, monthly remuneration of directors, corporate auditors and operating officers will be cut by 10% for all directors starting January 2009.” Things are tough when the higher ups bonuses are reassessed based on the business results.”

Tough, because if the situation doesn’t improve, it’s up to the higher ups effort to maintain their bonuses, and in this uncertain economy condition… Well it’s safe to assume that Honda just want to cut its spending.

Okay, so enough of the preliminary, let’s just cut into the meaty part. So…

The darker side…

  • Honda is canceling the NSX project, along with it, the V10 and V8 engine destined to go to Acura.
  • As such, Acura launch in Japan is postponed.
  • So does medium to large diesel engines.
  • Not to mention quitting F1 and AMA.

The lighter side…

  • Honda will concentrate on small sized cars as forecasted will be the top selling model of 2009. Meaning no more waiting for the Fit on the dealers!
  • Hybrids are go, CR-Z is confirmed for 2010, and Insight V2 will be available early next year.
  • Focusing on small cars, Honda will introduce small size diesels and an unnamed small car positioned below the Fit/Jazz.
  • Honda will make available full electric scooter in 2 years time.

The Acura homeward bound cancellation is quite a shocker… But considering that it will take much more effort of time and money to introduce and maintain two separate brand, Honda best bet is just to keep Acura where it already established its business. When things are better, you can be sure Honda is going to take Acura home!

The NSX cancellation means a lot for everybody, Honda own NSX that races in SuperGT needs replacement badly… It’s the only naturally aspirated small block V6 on the grid. Fighting with the likes of large bore V8s of Toyota and super turbos of Nissan makes an easy opponent of Honda… Although the NSX is giving Toyota and Nissan a run for their money. NSX might not dominates anymore, but the extra decade old NSX still slots in on the top 5 at SuperGT… And sometimes manage a podium finish, not bad at all.

The V8 that is planned to go to Acura is another question mark. I would say Honda already have a blueprint for the engine, but just doesn’t want to produce it in quantity. Remembering the fact that new technology = retooling cost, and cost is the keyword that everybody is trying to avoid next year. Oh well, in the coming tough times, it’s good enough that people still buys a car.

One of the biggest interesting aspect of the year end report speech is the introduction of an unnamed small car that will be positioned below the Fit/Jazz. Is it the Life? Or better yet, Zest Spark? If it is, why wait 3 years? 3 years is quite a long time, the global economy slowdown might as well be relieved by then… Well, or perhaps Honda is waiting for its Chinese-partnership to bear fruits? The Li-Nian concept car is mighty fine… I wouldn’t mind driving a Chinese made Honda.

The all new Honda Zest Spark… Not released yet

All in all, Honda is bracing for a tougher times ahead, and there nothing to better close this post than taking it directly from the big man himself…

“Honda is a company driven to achieve continuous growth by the dreams and passions of each Honda associate. Especially when the company faces difficult times, each associate will maintain a high level of initiative and continue challenging.”

We will always challenge the future Fukui-san, we will always.


Official Honda CEO year end speech

A Supposed Honda Supercar Caught On Testing, GT-R Killer

Internet media have claim that they have pictures of a supposedly Honda/Acura burly supercar under testing in Germany, on the famous Nürburgring race track. One of the media, the famous even claim from a reliable source that the CEO himself has tasked Honda R&D to make this car a Nissan GT-R and Lexus LF-A killer. But is this an Acura or Honda? Let’s compare this car to the Acura Advanced Sport Sedan Concept. As usual, more pictures and witty comments after the click. Continue reading

Honda Freed Complete Review

Honda freed headerWith the ever rising global oil price, Honda finally unveils a minivan to answer the global demand for a people mover which adheres to current global energy crisis. Entering the compact minivan, on 29th of May 2008, Honda of Japan unveils its latest addition to the compact minivan car category, the curiously named Freed. A review from information established on a website might be corny, but you will find a lot of enlightening facts, especially if you can’t read Japanese Kanji. So, a complete paper review based and witty comments from yours truly, after the click. Continue reading

Saying Sorry Still Works In This Crazy World

On my previous post, I’ve mentioned about perception and what power it beholds. Truth be told, perception is everything in the marketing world as far as I know. You can have the best product in the world, but if perception dictates otherwise, you do not have the best product in the world. When you launched a so so product early in its life cycle and develop it to be perfect later on, people will perceive the product to be so so, especially if said people didn’t purchase/use that product again later in its life cycle.

However, perception can be created or altered even though it takes time to do it. XBOX 360 for example, this latest gaming system from Microsoft is considered to be the next generation system with the widest range of game available to date. Nintendo Wii might be the most popular and Sony PS3 might have the popularity “heritage” from its PS2 days, but XBOX 360 with Microsoft first mover advantage has gained considerable market time and game availability that surpass both Sony and Nintendo next generation console. However, Microsoft’s XBOX 360 isn’t exactly reliable as every console there is in the world, because of the tragic red ring of death. But, thanks to Microsoft swift response, the warranty has been extended for the XBOX 360 and people can replace/repair their damaged system for free. At least in the USA, or every country which they have an official representative… Sadly my country is not in the list, and I have to repair my XBOX 360 to a local technician, but it gets the job done as the problem has been isolated to weak cooling mechanism.

With people perceiving that Microsoft has failed delivering a reliable gaming system, it’s only a matter of time before people jump ships to other next generation gaming system right? Well not really… Microsoft reputation was blemished for sure with the XBOX 360 fiasco but their constant marketing effort to “apologize” to their customers is highly regarded. Microsoft blew the cooling mechanism, and they offer an extended warranty, XBOX live downtime, and they offer free download of games. It seems that saying sorry is still applicable in this crazy world after all, if not, people would just flock to PS3 and Wii (if only their games library is as extensive as XBOX 360).

Now this is one example I share to all of you how perception can be altered. Next up, we will talk about how perception creates brand image through the means of knowledge and experience, and how it brings down Acura marquee.

More Dangerous Than Nuclear Bomb & Compound Interest… Perception!

Nuclear bombs decimate two of Japan’s city with casualties exceeding thousands of lifes, and compound interest… Well, let’s just say that because of it, lots of people lost their everything. The Romans once even ban compound interest in their law (although we know compound interest is very lively nowadays). But there is something more than those two combined, well, what else is there except for perception.

Now first, let’s talk about what is perception means literally. Because I don’t have my trusty library next to me, I will define perception with the help from the almighty internet itself. The meaning of perception varies a lot from sources to sources, I was even kind of shocked by how many meanings it contain. However… I noticed some similarity between them, therefore this is what I interpret about perception from the various sources (link at the end of the article). Perception is our disposition towards something related through our past experience… Now that’s a new definition of perception.

Now from the definition which I have filtered from various sources means that our judgment or perception will differs wildly because a person’s personal experience is up to God’s will and cannot be constructed as we hoped. This fact is actually quite new to me. I thought that perception is a response from a person directly when that situation arise. Then, about a week ago, I talk to my father about perception, he also added something new for me. In his book, he wrote about perception is a cumulative experience of a person PLUS our instinct… Instinct? What the hell… Then he describes that almost everybody are afraid of the dark although the intensity varies. Well, this is actually true because it is human nature to be afraid of the unknown, I think it goes back to our ancestors days.

So if I might summarize it all, perception is a person attitude towards a subject prior to their experience, knowledge and mood at the time they make a judgment. I put personal mood because sometimes, people makes decision based on feelings, just a bit personal experience there.

Now let’s get into the interesting part… The examples!

Now we have Suzuki and their SX4, Honda and their CR-V, Nissan and their Livina. In Indonesia, those respective cars delivery waiting period exceeds 3 months, and the question is what people perceives about the long delivery waiting period? To the majority of people, it means that all three cars are a hot item, but to the more wary people, it means that all three company fails to estimate the market absorption rate of their products. Me? I’m one of the wary people so I perceive Honda, Nissan and Suzuki has failed to estimate the market absorption rate of CR-V, Livina and SX-4. One would argue that the company could not do anything about it because their main headquarter established a fixed quota… Well, global warming is a natural cause anyway (sarcasm warning).

Then how about J.Co and Krispy Kreme strategy here in Indonesia? They play perception game quite well if I bold enough to speak. Well, this is my blog, I can write anything anyway… One peculiar thing I noticed about those spritely donut shops are how their cashier counter and queue line is set up. Most often than not, it revolves around one single line with two cashier waiting at the end of the line. This set up will always make a long queue line even when the customer load (people coming) is just medium to high. I consider this as a stupid management, but there are two advantage of doing this. One is there are more seating space because the queueing line is just a single file, and two, people will perceive that J.Co and Krispy Kreme products are so good even people willing to wait in long line just to purchase it. There you go… Perception…. Me? Again, as my personal experience are a bit bitter, I consider it as a hassle. I demand swift service, I want to go in and out as fast as possible, so I just consider J.Co and Krispy Kreme queue strategy as lacking management wise. However, us we are Asians who are typically does not want to be left out of the “loop” will consider this queueing line as something that is “hip” and we as people must follow that trend. Because we perceive that if people stand that long for just an over the top sugary treat or whatever it is must be extremely good… Me? I don’t like queue lines, when I buy donuts I bought Dunkin Donuts or Krispy Kreme, just because they have shorter queue line than J.Co.

So there you go, perception. I can go on and on about the examples of perception, but it is a little bit of a moot point because there are just too many examples out there already.

Until then, XOXO… (I’ve been watching too much Gossip Girl)

The Sources:

American Marketing Association definition of perception
International Federation of Library Associations and Institutions definition of perception
Canadian Food Inspection Agency definition of perception

Confession of A Marketer Part One

Just like John Perkins came out from the closet and relieves his past doing in a book entitled “Confession of an economic hitman”, I’m going to do the same only with a different context.

In a very brief summary, Perkins wrote about his job as an economic hitman, negotiating lucrative deals that benefits his employer but the deals always has a catch. The catch is that his employer gets more than enough and the host country usually gets… Well, less than nothing or at least just enough. The way Perkins did his job back then is to use advanced negotiation and communication skill, combined with advanced financial knowledge to literally cheat the host country to sign up deals that actually do harmful things for them.

Now, I used to be a marketer and putting myself up to Perkins level is absolutely stupid… I do however worked like him, putting up communication skill to make people believe what I said and do what I wanted them to do. In my country, marketing is a branch of communication major, where applied theory of communication is all too relevant. In advertising 101, it is said that what we do in daily life is marketing in itself. When we talk, we brought about tone and manner, with a message to convey explicitly or implicitly, and we expect the person that we talked to respond in ways that we have anticipate so we can reply accordingly. The last sentence alone is the most basic form of marketing, and that is just one part of our life. What we wear, what we eat, where do we go, who our friends are, where we live, all reflects our status. Status, something that we wanted people to perceive us, same like many brands wanted and formed perception of their selves. BMW “The Ultimate Driving Experience”… Is it? I heard and read Ferrari cars offer the best driving experience of any car/brands… D’oh, given Ferrari unified product portfolio (all Ferrari cars are semi professional racing cars).

By creating false assumption to garner intention and perception, marketer basically lies as their daily job. Why said marketer lies as their daily job? Well, it’s very simple… What would you say to your boyfriend/girlfriend’s parents? You will say something that impresses them, something that you did or currently do but you exaggerate it through the roof. Basically creating a false assumption, or true to some extent. It’s not necessarily lying, but what is that term again… When you are not telling the whole truth? White lies? Well, there are many type of lies but it is still lying.

Some marketer even abuse the concept of marketing in the sense it became no longer relevant to the product. I have the best example for this. In my country there’s a local notebook company with the name of BYON. As a newcomer how could they garner attention from Indonesian IT consumers who are easy to sway by international marquees? They have to be innovative, have to be different… But what they sell is just old plain notebook, the same as multinationals brand who already established strong brand image in the country. With a strong barrier to entry, what does the marketer at BYON did? They create a perception that their notebooks are “upgradeable”, and they use Indonesian record museum (Indonesian version of Guinness book of record) achievement frequently.

Are BYON claim about their products as upgradeable is true? Well, to some extend yes, but basically they are just claiming what other national/multinational notebook brands already capable of. It’s what we call in marketing term as preemptive claim, claiming something that is already common but never been claimed. I’ve wrote up about preemptive claim here. For that I have nothing to say about BYON because they are just practicing common marketing effort. But then there’s the record setting claim… This one I really don’t like… They set a record as being the first notebook that uses gold and diamond on the cover… What the hell… What the hell… Then they set another record, about creating a Christmas tree using BYON notebooks. Does the record settings are relevant to BYON products which are mobile computing? Big fat NO.

Record settings supposed to be relevant to the product. Honda for example, in Indonesia they set a record of using 1 liter of fuel to travel an average 70 kilometer (43.5 mile); now that’s relevant even though how that fuel consumption number is achieved through questionable ways. Then, there’s Suzuki Shogun, a small bike that claimed a record (noted in Indonesian record museum) of being run through racing circuit for 24 hours non stop, now that is dead relevant to the product. How BYON abuse their non relevant record setting claims to me is very non sensical. If I could humbly offer a record setting claim that is good for them is about battery longevity. They could use a high capacity battery and they could sell this battery to the consumers at premium price because it has that “record setting” status.

There’s this one book written by Budiman Hakim, creative director for Macs909 (Indonesian advertising agency) entitled “Lanturan tapi Relevan” or loosely translated to rubbish but relevant. In that book he wrote about advertising is a simple thing of acknowledging one unique selling point of a product/brand how small it is and blow it sky high to achieve the desired result. For those who are new to advertising/marketing world in general, I recommend you read this book because of its light approach to the subject. The man was my former employer and although he doesn’t remember me, I learn quite a lot from him.

This entry is actually my reason for making this blog. I want to share with the world about advertising, and marketing in general from my point of view. It is not rocket science by any measure, but still, a lot of marketer doesn’t adhere to the basics of marketing. Instead they use complicated brand/product perception creation through unorthodox methods. Remember guys and gals, do not, I repeat, DO NOT take “thinking out of the box” too literally. When you have objective and direction you are in “the box”… It’s thinking on the boundaries without going over that is most important.

I used to want to name this blog the confession of a marketer… But that’s just too melodramatic.

Franchising The Final Frontier: Part Dos! (Warning: Long Read)

Now, let’s continue my entry about franchising. Be warned though, this is a long read… Get some chips and dips, because I believe this will be interesting.

The last time I blabber about franchising, I talk about problematic brands that tried to extend its wing but seemingly didn’t have the strength to flap it out. Es Teler 77 probably a small example from a good pool out there, but it is good enough to illustrate. Let’s take a recap, this is weekend anyway where I usually wrap things up in weekend roulade.

Es Teler 77 is what I call a geographic resource centric business, meaning that it can’t operate at 100% efficiency outside the boundaries or places that it needs its resource to operate. Es Teler 77 needs ripe-fresh-and ready tropical fruits that can only be found… D’oh, in tropical countries. Opening a branch or selling a franchise on non tropical countries means that it has to deal with the hassle of exporting and importing fresh produces which in itself is a hassle. Creating Es Teler 77 signature product is not quite the easiest thing in the world. It’s like making Sushi, you have to select the best ingredient out there, ingredients which are best taken directly and used immediately from mother earth.

There’s also the problem of habit of eating when introducing Es Teler 77 signature product outside tropical countries. It’s not a dessert, it’s heavier, it’s not condiment, it’s something more, so what is it? Well for sure on four seasoned countries it can only be eaten on summer or at least best to, so there goes 9 months of potential revenue. What about culture? Here in Indonesia people love impulse buying, especially snacks. Almost anywhere in Indonesia you can find small stalls which sells snacks from simple fried cassava/banana/tofu/chicken, to traditional snacks. Mind you that these are not light snacks but can be considered as light meal. Now what countries have that kind of eating habit? Not much eh?

Speaking of habit of eating, let’s continue on to our second example, Krispy Kreme…

Donut’s as we know is an American thing, coffee and donuts, just like the cops on those movies always took in the morning or when they are in break. For years donuts are considered as snacks in Indonesia, made not so popular by Dunkin Donuts, the first Indonesian franchised store which sells donuts. Then suddenly, two years ago, a locally owned donut retailers opened up its business and BOOM! Donuts are on its way to stardom baby! Donuts are now hip and a cool thing, far from so so image Dunkin Donuts has created for years. Indonesians love new things, they will always took that 1st chance to try anything new. In marketing term you can say that Indonesians are super early adopters. Sell anything that is new here and people will buy it, seriously! Nokia E90? We got it, there’s even engineering sample sold on a local mega store. Lexus? Seen it driven here and there, even though they are ridiculously overpriced (Lexus IS250 is more expensive than Mercedes E260, and Mercedes has better image and recognition here). Chinese cars? There’s few on the road, Chinese motorcycle, ditto.

Yes Indonesians are super early adopters, but they also put emphasize on satisfaction and expectation. When a product is bad, most often than not the product will be literally shunned by the community. After all we are talking about Easterners stereotype where word of mouth are more believable than advertising or promotion. Chinese motorcycle for example, about 4 years ago it’s super cheap and people (at first) flock on to it, anywhere it’s Chinese motorcycle for a while. However, just like flash flood, it’s over instantly (in this case less than half a year), as cheap also equals cheap quality and everywhere Chinese branded motorcycle dying on the roads, on the workshop, everywhere. 4 years later, only a handful of people bought Chinese branded motorcycle, and that even after extensive test driving and manually selecting the bike before purchasing.

Now let’s back to Krispy Kreme stuff. 1 year after opens up its business, it seems that everything is fine and dandy, people still queue long lines to purchase even half a dozen of donuts. Now does this means’s donuts are a success, you bet it is. However, hot on the tail of is PT. Mitra Adi Perkasa, Indonesian Krispy Kreme franchiser who wants a piece of the donut so to speak (pardon the pun). There are rumors that is using Krispy Kreme recipe therefore it is expected that with brand name and originality claim, it is expected that Krispy Kreme will do better than

However, this is my critics lie upon Mitra Adi Perkasa, do they actually did a research about the eating habit of Indonesians rather than just following in’s successful steps? Do they did a research that Indonesians like to eat donuts? This actually a classic condition where one fails to oversee the immediate surrounding or the market condition. Ya Kun Kaya, a Singaporean owned breakfast stall was a hit in Singapore even until today. When you visit Singapore, be sure to eat breakfast at one, the combination of milked tea and kaya sandwich are top notch. However here in Indonesia Ya Kun Kaya is positioned as a lavish upscale snack place in shopping complexes which opens at noon… WTF?? For years I saw mostly empty chairs and I’m just sad how a wonderful product was put out of its intended place. This is because Indonesians didn’t eat breakfast outside of their house, it’s just habit, custom, culture or whatever you might called it. Indonesians are communal individuals, they eat breakfast with the family in the morning, and if possible eat dinner together with the family. How about the singles? Well, they eat alone, but still at the comfort of home. Indonesia’s capital is not the friendliest place to travel you know, with traffic jams 24/7, there is not enough time to go anywhere to eat.

Does Mitra Adi Perkasa knows about donuts are not indigenous to the locals? I don’t know. Now let’s continue to the horror story that haunted Indonesia’s Krispy Kreme franchiser until today.

If you wanted to know how Krispy Kreme fair, please check my previous post about Krispy Kreme. I suspect that Mitra Adi Perkasa relies solely on’s success and that Krispy Kreme is an international brand that they expect the franchise will be successful. However that’s just wrong. In my days of observing Krispy Kreme is that they are successful enough in the first months, queue line as long as’s but it only lasts for a brief time. Now Krispy Kreme is like Dunkin Donuts, barren, devoid of customers except for the occasional people lured by the buy a dozen get two dozen more promo. So how can survived but Krispy Kreme couldn’t? The answer is deceptively, and eerily simple.

While Mitra Adi Perkasa seemingly rely on promotion and Krispy Kreme brand, actively pursue recognition in the form of pure marketing campaign. I’ve talked about habit of eating, where as donuts are not staple food or even snacks for Indonesians, so what does did? They did a roadshow, taking donuts and coffee to universities and literally educate students to integrate donuts and coffee into their life. Now who wouldn’t target young aspiring future users these days? This conforms to Adam Morgan’s book, Eating The Big Fish (1999). He wrote about how second liner brands could outperform the number one brand. In this case, used the classic approach of education, educating how to properly eat donuts and the likes. Who knows that glazed donuts are overly sweet because it is meant to be dipped into the hot coffee to soften the sweetness thus making the coffee sweeter along the way… I do, but most Indonesian’s don’t.

For and Krispy Kreme, everything is already written in stone, as aggressive marketing strategy seemingly defeat Krispy Kreme costly promotion. The defeat of Krispy Kreme lies not on its unattractive promotion, it is attractive indeed, you get triple for the amount you paid, but for what? Those who got “touched” by will surely know how to eat and when to eat it properly. But those who eat Krispy Kreme just ate it because they bought it. Now it’s not just about Krispy Kreme lack of creative marketing effort, but also on its lack of improvement of the product they sell.

I’ve also noted on the last post about how Krispy Kreme franchise characteristic is its own down fall against creative competitors. It cannot changed its recipe because it’s a franchise company. Robert M. Grant wrote on his book (Contemporary Strategy Analysis, 2006) about evolutionary theory and organizational change. He mentions about organizational willingness to change and adapt to their surroundings if they see it fit. The lack of creativity out of Krispy Kreme might not be the fault of their franchisers, but attributed also to Krispy Kreme headquarter to not let local franchisers to introduce new products in its lineup.

I see Krispy Kreme Indonesia is dying, unless Mitra Adi Perkasa could introduce the same marketing concept as, they might succeed, but for this time being, I’ll be watching from a distance, the slow death of Krispy Kreme Indonesia.

The most debated ad ever… (which I know so far)

From my previous post of “Please Help Me Decipher This Code“, I’ve quote that an ad suppose to capture the audience intention and convey the benefit of the product. Now let me humbly provides another full of hidden codes advertisement.

The most debated ad

This is a billboard of Indosat latest advertisement oddity, because lots of people misinterpret the meaning of the ad which mentions about free talk, zero money, and a pretty lady which I don’t really care who she is. The billboard ad means that if you spend Rp. 5000 on a conversation, then you will be given another free talk of Rp. 5000. What the billboard mentions about free talk /zero money in particular is that the second Rp. 5000 call is free. But here’s the catch, that second Rp. 5000 is applicable to one condition only in that when the free Rp. 5000 is used up for the day, you pay for regular charge, and that Rp. 5000 free talk use the same call rate of (around) Rp. 1700/minute, therefore only giving you a free talk time of around 3 minutes…

Come on… That’s just stupid and misleading. Furthermore, the writings “Ada yang lebih murah?” literally means in English: “Is there anything cheaper?” Off course there is, there’s Esia, and Telkom Flexi, although both are CDMA base wireless service, it has the same function of telecommunication. After all, the billboard ad doesn’t mention anything about the specifics, ain’t it? Is it the cheapest in CDMA or GSM base wireless service? Is it the cheapest prepaid wireless service, is it the cheapest lie ever in an advertising? Well, you decide. Just for comparison, the half Malaysian owned XL tariff is Rp. 25/second or roughly Rp. 1500/minute to call other operators, while Mentari users pays Rp. 17ooish/minute to call other operators… Now is that the cheapest? I don’t know, perhaps I’m the dumb one.

This Indosat billboard ad further strentghened my opinion about marketing people goes to hell.

By the way, I use Mentari, and there’s a free SMS promo in which you buy Rp. 50000 voucher you’ll get 50 free sms and 150 free sms if you buy Rp 100000 voucher (free sms applicable to own network). For me that SMS promo is more valuable than the trashy Rp. 5000 free talk ad.