As part of our Favorite Brand Experience series, we’re pleased to bring you an interview with Kee Jon-Tjin (Jon), Senior Consultant (Yellow Brick Road Sdn Bhd in Malaysia).
 

The perfect working day:
My idea of a perfect working day is to work from virtually anywhere I am. Home, Starbucks, Shopping Mall (Hey, anything is possible with technology today right?). Being almost omnipresent in my industry, answering every question and problem that clients/agencies face with online (Star Wars –  3D Hologram Style).  

Your muse best comes when:
I am most inspired whenever there is food. Serious! It gets my strategic juices flowing. The more obscenely gross the amounts of food available and consumed, the bigger the idea (Big talk for a skinny guy)

Favorite Brand Experience:
My favorite brand experience served via Eyeblaster is a campaign that was executed for KFC Snackables. The collaboration was an effort by MRM Worldwide (creative) and Carat (media). I had a hand in strategically using Yahoo! Games as one of the main portals to reach and engage their target audience.

The creative was a purpose shot video for online, one of the first in the Malaysian digital industry.  There was a very tempting and clear call to action to engage with the brand. Every time a user feeds the character with one of the special hunger buster KFC snackables, an amusing entertaining sequence takes place and dramatically engages with the character.

The reason I love this ad is that we are able to show the KFC client the true meaning of rich media, and measurement metrics beyond just impressions and click throughs.  KFC definitely imprinted their brand into thousands of engaged minds in Malaysia with this campaign.

Who is your mentor?
I am lucky to have 3 mentors today. Pete Yoong, Rene Menezes and Pete Foo. This “Holy” Trinity are pioneers of Yellow Brick Road and are well known in Malaysia and regionally. Despite their wealth of experience in the digital industry, their unrelenting eagerness to advance themselves in the ever changing industry shows me what passion really is. I don’t think these guys have jobs. They have a lifestyle that lives and breathes to change this industry. I am glad to have found this same passion after working with them for over 3 years. We are rocking this industry to greater things!