Helping Expo and Other Community Services Communicate More Effectively
SHANGHAI, July 1 /PRNewswire-Asia/ -- Branding is crucial not just to companies but also to charities and other community services, if they are to be more effective. The General Assembly on Chinese Brands and Communications, 2009, was held on June 27th-28th in Beijing. Touchmedia, the largest in-taxi interactive media company in China, won the "2009 Brand Reputation Award for Influencing Commitment to Charity," for its contribution to generating remarkable levels of public support through its interactive screen systems. Micky Fung, the Founder and CEO of Touchmedia, also won the "2009 Brand Reputation Award for the Top 10 Media Innovators Influencing China," for his pioneering innovation. Mr. Fung said Touchmedia's team feels it is an essential requirement to help improve public service and offer more attractive functions amidst the sluggish economic environment.
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Premier Wen Jiabao said at Bo Ao Forum in April this year, "Corporations should pay more attention to corporate social responsibility (CSR) and deal with any kind of risks and hidden troubles. They should also adjust their strategies according to the changeable situation of global economy and keep innovating, searching for new opportunities." A case in point is Touchmedia, a Chinese homegrown success story that just completed its 3rd round of financing. They are constantly developing new ways to reach out to and help the community using their China-invented interactive touchscreen technology.
Touchmedia has long been heavily engaged in helping build public support for events as diverse as the Sichuan Earthquake Relief, the 2008 Beijing Olympic Games, the 2010 World Expo, as well as charities such as 1KG More, Jet Li's One Foundation and many others. Their efforts not only generated substantial donations, but also responses from literally thousands of volunteers.
Mr. Micky Fung explained, "Up to a third of our video content and all of the sidebars area on our screens are given over to public information on what's happening in the city. And for the main interactive flash program channels, the most popular one currently is probably that for the 2010 EXPO."
Actually, Touchmedia has been creating interactive community service microsites for EXPO since July 2008. Each new monthly program attracts a huge public response, literally more than a million participants a month, demonstrating the high level of passenger interest in knowing more about EXPO. Touchmedia announced they will be enhancing the site from July with new features on the history of Expos, introducing the amazing evolution of EXPO back to 1851, which will be juxtaposed with typical factors representing Shanghai.
In addition, Touchmedia also announced that they are developing a new service with a city map which can provide instant guidance for visitors from all over the world during EXPO, which is very much needed and welcomed by tourist and locals alike.
"It's useful. A convenient way to find out about the Expo when I am sitting in a taxi with nothing to do," said Li Rong Jue, a 27 year-old office lady working in Jing An District, Shanghai. "It's helpful, not just for local people but also for tourists," explained a 34-year-old hotel manager, Mr. Zhong Hui Yang.
"These, as well as programs for the coming Asian Games, take a lot of time and work, thousands of man hours, but the response from the public makes it all worthwhile." Added Mr. Fung, "The value of media should not just be making money, but also bringing fun and benefits to the public, which is often more meaningful."
As one of the award-winning media entrepreneurs at this assembly on Brand and Communication, Micky thinks that brand building is intimately tied to communications. "The public often want to help, but they need to know how and who they can trust -- classic brand building but in the public service space." In particular, he noted, "It's part of Touchmedia's DNA to provide more effective communication to improve brand relationships and community relationships."
About Touchmedia
Touchmedia was founded in 2003, by its CEO, Micky Fung, to develop state-of-the-art touchscreen media technology in China. It is the largest in-taxi interactive media company, delivering innovative digital media solutions for clients and the out-of-home advertising industry in China, at a time when reaching affluent consumers on traditional media is increasingly challenging.
