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Just for fun, the Kaleidoscope team will provide individual impressions of a current marketing campaign. We will use the following rating to assess the work. Please let us know if there is a specific campaign you would like us to rate.
The Good – something to be proud of – we couldn’t have done it better!
The Bad – not sure what the deal is here!
The Ugly – strategically lame and creatively rancid! |
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Ad:
Telus Mobility
Venue: National Post
Date: October, 2003 |
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Yvette’s Critique:
For weeks now Kate and I have been considering whether this campaign is going to be compelling enough to spotlight in our Good, Bad and Ugly. Now we need to determine in what category it belongs. This one’s like a bouncing ball. For me it started off as bad, confusing and bad and to tell you the truth – non-eventful was my assessment of it. I’m glad to say that we selected this Telus campaign to spotlight. Here are my comments - I’m very interested to see what Kate has to say about this…
What were they thinking? Upon first glance, this series of ads and posters looks like a Fido ad. The visual with the dog, the stance, the paws, the name!! This could be the self-sacrificial advertising campaign of the year! Who breaks the rules and does this? Considering the mobility world is highly competitive to begin with and frankly, Fido has succeeded well to make their “mark” in the mobility business. Why would Telus even consider leveraging from Fido’s marketing ideas or at best they appear to have infringed on the use of their icons. Well – I suppose the use of dogs isn’t something new in advertising really is it?
Then – it hit me – a few weekends ago now!!! There is a billboard with only a visual of a wee pig – cute wee thing – wrapped in a blue blanket. “It’s a boy” it reads. That’s it! No logo, no other message! My kids have noticed this billboard every time we drive north on Avenue Road, close to the 401. We’ve been talking about this billboard every time we pass by – initiated by my teens.
But then – what do I see in the newspaper only the very next day!! Another version of that cute pig!
They’ve done it! They’ve hit their competitor, straight in the middle of their icon! They’ve recreated themselves – piglets?!?
Perhaps there’s more.
They have succeeded at captivating an audience who is typically focused on price and service when it comes to noticing mobile communications. Now they’ve unveiled a visual with audio! They have succeeded at getting the attention of an extremely challenging audience – youth! They have succeeded at getting the youth interested in talking about it as a group! Including the parents! They haven’t even really attempted to market price and service yet!
And now, I see television introduced into the marketing mix! Splendid!!! My 13 year old is mesmerized by these PIGS! And the German version of 99 balloons! He stops everything to see your ad
Telus! Congrats!
What’s next Telus! |
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Kate’s Critique:
At first glance, this appeared to be another in the series of Fido ads. Fido has created a very strong brand presence with dogs and this visual is very consistent with their campaign. When I realized that the ad was actually for Telus Mobility, my first impression was that they are promoting something together. As I read the copy, it became obvious that they were encouraging me to switch. Nice media buy – the ad was page dominant without having to purchase the entire page. The white space was a visual break from the articles in the newspaper so it did capture my attention.
Rating: Bad – this was an attempt at something clever that was not effective. It dilutes the Telus brand and promoted the Fido brand.
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