This is my 1st series of Rolling 3. The concept is simple. I just simply walk out on the street, pick up 3 person, ask them a series of questions in relation to digital and see their response.

1. What was the most impressive digital campaign that impresses you in 2007 ?

Audi online campaign “wake him”

Adidas “The Rook”

2. What are your thoughts on China digital growth ?

Fast and messy. Exponential and anything goes.

3. What are your thoughts on social networking sites like Facebook or Xiaonei ?

“Sorry i have not tried social networking sites like facebook or xiaonei, but interested in it. It is a digital way to connect your friends even friends of your friends, sharing thoughts and experiences, get more real-time information from more all aspects.”

“You really have to have a lot of time to literally *play*. More for younger target.”

“Don’t go there often”

4. What’s your favourite gadget of 2007 ?

“I have to say that my favourite gadget of 2007 is iPhone, although it is not 100% perfect, I was waiting for it for long time, bloody charming, glossy interface, iconic, 70% smart system and 60% good utility.”

“PS3″

“None.”

5. What would be your wish for 2008 ?

“A red apple”

“Peace. Harmony. Rest. For me. The rest of the world can do what it likes.”

“To have a baby.”

I must be dreaming when 2008 hits. Or I could be drunk. Either way, I wasn’t very coherent and sober when 2008 came. The last bit I saw was fireworks and lots of people screaming, shouting and running towards getting the first taxi of 2008.

That’s the oddity in Shanghai, where taxis can be scarily scarce during time of need. Nevertheless, revellers in China truly know how to enjoy themselves like any other cities around the world celebrating this auspicious year. So, why 2008 is auspicious digitally ?

Clearly, 2008 is important milestone for China in terms of Olympics and will be a clear benefit for digital information delivery and consumption. Activities will be predicted to spike before, during and after the event. With the announcement of clear 3G availability in China, we’re jumping our surfing habits onto the 3rd screen. This very anticipated move would help non-computer user get onto the Internet almost immediately on high speed usage.

The continuous growth of various digital media (especially cool and interesting stuff in Shanghai) will be one of the key drivers for digital. Again, I’ve came across Touch Media in a Shanghai taxi recently that incorporates a touchscreen with interactive games for passengers to engage in. Definitely interesting and this sector will continue to amaze. Portals in China are also open to new rich media advertising and thus create a better flow of creativity throughout. My hope is they would continue to reinvent themselves to serve unique and innovative advertising to consumers.

I know it’s exciting times in China and I will not get drunk again to miss such great moments.

I’ve always fascinated with the rules of direct marketing and yet, I seldom see much of it happening right in our business. While researching through various forms of DM, I’ve finally settled on a great example that I can present to you the rules of a good DM. I’ve removed the last two numbers because we do not do free advertising.

There you go, have a very good New Year.

I’m sure you’ve ventured into many conferences or seminars … and after an hour, you’re gleaming because of the freebies you’ve gotten in your bag. So far, how many really interest you and have you use it ? And maybe I attended too many digital conferences because I seem to be getting only USB thumb drives.

So, what do you think are the latest premium to be given away this season ? A 7″ digital lcd photoframe. If you’ve not gotten it, then attend more conferences. It’s one of the coolest digital gadget in the market for self-promotion because anyone who has it will begin fiddling with it the moment they are back in the office.

Companies can also include SD card with their credentials and some video presentations that will definitely capture the attention of anyone. The price at the moment is still a bit dear and probably can only be given to a handful. Though that, I’m certain this would be a big thing in the next couple of months.

When I was in Shanghai recently, I had the opportunity to be invited to stay at the Bund by my client. The hotel has a great panoramic view of the river and I came across something that’s rather interesting.

Every hour or so, there will be a floating vessel that carries a huge lcd billboard streaming along. They would be playing all sorts of television commercials. As it goes by, I suddenly recall 3 years ago when I first propose this idea to my credit card client. Since they have a partnership with an airline, I recommended them to get two boats with their credit card prominently lighted and welcome anyone into Singapore. This is a co-brand card between the airline and the issuer so it made a lot of relevance for people travelling into the city by plane.

Nevertheless, I’m always amazed by the capabilities of the most innovative advertising to be approved in Shanghai. Another example was the blip that I saw flying around Puxi area. Normally, this would be a no-no is most countries but yet … I can only say if you want to see innovation, come China.

If you live in China, you would have heard of a word that’s frequently used … guanxi.

Before you load your translator, guanxi simply means relationship. The heart of how a Chinese communicates and performs daily tasks all comes down to this simple word. As a foreigner who just stepped into China, this concept seems foreign but after a lot of discussion with people, they will begin to understand why guanxi is so important for things to work.

Historically, Chinese are famous traders who sail the open seas to trade or also within the large landscape of China itself. As the owner normally are hands on with all the trade, they would travel far and beyond by themselves to seal any deals leaving their staffs to work the finance and backend operations at their headquarters. You’ll probably know that most of the workers are probably relatives of the owner to maintain integrity and honesty of the entire business. In today’s world, we called that nepotism. During those times, most empire would rely heavily on family members to ensure all business are ran smoothly with no ill-effect.

While big families continue to run important positions, there are also friends introduced into less important positions if the one of this business gets larger. Now, you’re in the era of cronyism. The evaluation of people then purely based on blood and friendship over whether they can deliver the job.

Fast forward to China today, we still recognise that it’s important to have good relationship with the person before you’re given opportunity to partner them. The caveat today is besides being a good friend, the product you’re selling has to be of certain standard. After all, no friends want to continue to be your friend if you keep giving them bad quality stuffs.

And the heart of building this great relationship is through social networking. Before the Internet was created, social networking occurs in weddings, parties, conferences, speeches and any events where a rather large group congregates. Further to that, these group of people would introduce each other as who knows who and are friends of who. Immediately, it closes any gap of being a stranger. After all, the person who sits next to you might know your friend’s vet. While the communication continues, it will come upon a time where the conversation will be steered towards whether there are opportunities for both parties to work together on some initiatives.

This interesting cycle will continue to be harnessed and a good business can be concluded. They continue to drink good wine offered by the host while strengthening their relationship.