The funny ad clip of MediaCorp's MOCCA was launched in 2007 and attracted thousands of young Singaporeans. Surprisingly, the actor of this successful clip is a Vietnamese student - Ha Thanh Quang.
“Hi, I’m selling my house. You like it? It’s clean and green with three huge rooms. The bedroom’s over there! This is my beautiful bathroom. Check out my matching pipes. Wanna see more? Call this number…”
“Mocca man” phenomenon
This is an ad clip of MediaCorp’s MOCCA (MediaCorp Online Communities and Classified Advertising) which was first launched in July 2007. It shows a bodybuilder selling his house with his natural demeanor and a humorous flexing of his muscles. After two months of broadcasting, the Mocca’s site has attracted more than seven million page views, making it the number one online advertising website in Singapore.
The actor of this successful clip is Ha Thanh Quang, a Vietnamese student who has been studying and working in Singapore for seven years. Since the funny ad was broadcasted, fans recognize him and call him the “Mocca man.” People traveling by bus or the MRT approach him and enquire “Are you the Mocca man?” When they get his answer, they excitingly ask him to pose.
“I was extremely flattered when a mother brought her four year old daughter to come and meet me. The little girl had found the ad very entertaining and had told her mom she wanted to meet me at any cost. It was unbelievable, this little girl showed her acting skill and imitated perfectly what I’ve done on this ad,” said Quang. The “Mocca man” clip buzzes the Internet and Singaporean youths have mimicked Quang’s funny style and uploaded their reproductions onto YouTube.
Mocca made three different clips for the advertising campaign and broadcasted all on TV. Quang’s was the last but the most effective advertising tool, the TV station decided to hold a press conference and Ha Thanh Quang the only “star” was invited.
His poster was ubiquitously introduced in the island country. He was invited to participate in MediaCorp game shows and some news events in Singapore. He also received invitations to be in advertisements and films; however he declined most due to his busy work schedule.
Marketing for Viet Nam
Ha Thanh Quang was born in 1975 in Tien Giang. He used to be a student of Japanese Studies at the Ho Chi Minh City University of Foreign Languages- Information Technology (HUFLIT). Facing a tough life, he was studying and working for Sofitel hotel in 2001. He registered for a test and got a Singapore Hotel Management scholarship. Quang currently works as a Retail Shop Manager at Authentic Sports selling sports apparel.
The first impression that strikes about Quang, although this was via a phone call, is his enthusiasm, confidence and sincerity. It is not hard to explain why he beat many Singaporean models and popular bodybuilders to appear in the ad. Quang said that people still think of him as Malaysian, Filipino or Chinese. “I am very lucky, and I am so proud of being a successful Vietnamese in Singapore.”
Before getting popular, Quang always tried to create a beautiful image of Viet Nam to his friends in the “Lion city” -Singapore. He has won a few bodybuilding competitions in Singapore, as an expert in English, Chinese and Japanese.
Growing up in the west, studying in Ho Chi Minh City then working in the hotel industry in Ha Noi, Quang has accumulated a rich knowledge of Vietnamese culture and history. He is able to introduce it to Singaporeans when given the chance. Quang commented, “when my friends plan to travel abroad, I persuade them to visit Viet Nam. People then consult me where to go and where to eat there. I am very happy to promote my motherlands tourist attractions.”
With his vast experience in hospitality management in Singapore, together with his work experience in Viet Nam and his current reputation, Ha Thanh Quang is confident to be able to bring some achievement for Viet Nam tourist promotion campaigns. “If Viet Nam tourism has programs, I would love to join,” he said.
Check this ad out at http://www.youtube.com/watch?v=ks2YNdDuJJ8
